8th April 2021

5 things brands should know about TikTok and digital growth in 2021

TikTok has given its users, or ‘creators’, the ability to create content from the comfort of their homes, with no skills required or external tools needed.

The new social media channel not only provides creative content ‘in every scroll’, but also gives people the opportunity to show who they are and what they really like.

Since TikTok’s launch in 2012, when it was formerly known as Musical.ly, the user-generated content platform has grown among different generations and locations, recently reaching over 100 million users in Europe.

How does TikTok’s Irish audience break down? Currently, 86% of TikTokers in Ireland are 13-34 years old. Irish users spend an average of 80 minutes per day on TikTok looking for funny videos and what’s trending.

What’s new on TikTok?

1. New community management tools

TikTok has introduced a new feature called “Filter All Comments”, which improves the community environment by allowing TikTok creators to control the comments on their posts. This feature allows creators to filter spam and other unwanted comments, which provides more control over potentially offensive commentary and bullying.

Another new addition is a pop-up box that asks users to reconsider posting a comment if it seems inappropriate, a feature already in place on Instagram.

TikTok has been fighting to create a community where people can be who they are and feel comfortable showing their interests and hobbies. For brands, this means they won’t need to spend as much time worrying about offensive or negative comments, as they will be filtered and flagged before becoming publicly visible.

2. Enhanced privacy for under-16s

TikTok users under 16 will have their accounts set to private by default, allowing only their followers and friends to see their videos; the ‘download’ button on TikTok videos is also not available to this age group. These features improve child safety.

What does this mean for brands? From now on, they won’t have access to user-generated content produced by under-16s, unless the brand follows the creator.

Endless scrolling: TikTok is increasingly the platform of choice for Gen Zers and younger Millennials.

Adapting business messages

Over the past 12 months of Covid, TikTok has shown Irish businesses the importance of adapting their communications plan and digital content so that they can continuously engage their target audience and followers.

TikTok has been a great hub of opportunities for brands, influencers, and social media enthusiasts across promoted and organic content. Influencers have found a strong space to create content in partnership with brands.

When it comes to the best ways to boost your brand’s digital presence on TikTok, here are our three expert tips:

1. Understand TikTok engagement

As with all social media channels, engaging the audience is the best way to refine your strategy. Because of this, engagements, such as, Likes, Shares, and Comments measure communications effectiveness.

However, the most important metric for TikTok is Impressions. Impressions are defined by the quantity of views that your content and your account get.

TikTok Engagement rate =

(Likes + Comments + Shares) / Impressions

To keep your TikTok posts boosting your Impressions, post frequently and review your content monthly based on the Insights from TikTok Analytics and Audience Analytics.

Stick with content that has been successful, but remember that on TikTok content consumption trends change every day. Make sure to diversify your monthly content across demonstrably successful content, similar themes, brand new content, and influencer marketing.

2. Prioritise vertical

Like Instagram Reels and Stories, vertical video content is the recommended format for TikTok in-feed videos.

For businesses that are starting out on TikTok, keep in mind that the quantity of text in your copy can affect your video visibility. Follow the Safe Zone image below to ensure your content is ready to be shared.

3. How to deliver brand impact

TikTok has described four ‘pillars’ that brands should consider when they start out on their new brand awareness journey:

  • Aim Brand Awareness
  • Message Association
  • Brand Favourability
  • Purchase Intent

360’s Brand Awareness journey below will help you to understand how you can move to Message Association, which is your messaging strategy, gain Brand Favourability by understanding your audience’s preferences and interests, and introduce your product/service mixed, with other content, to gradually drive your followers to your website.

Making a start on TikTok

Marketers know that the only way to stay ahead of the competition is to have a proactive approach towards strong digital strategies. When it comes to TikTok, early adopters have the advantage of developing their brand in parallel with the platform, leveraging their community engagement, and making the most from on-platform marketing and e-commerce.

As other social media channels have reached a saturation point where it can be difficult to reach your target audience and increase your followers, TikTok is an increasingly important tool.

About the author

Júlia develops engaging digital marketing campaigns and reports on them with credible data using best practice.  She is the lead analyst for 360’s measurement framework Viewpoint. Júlia’s particular expertise is in capturing and reporting relevant data before critically analysing and interpreting it with a strong communications focus. She is also skilled in social and digital strategy and planning.

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