TikTok is a short-form mobile video sharing social network that has transformed the way we use social media. The app first launched in China under a different name ‘Douyin’, before going global in 2017 under the name ‘TikTok’. In the company’s words: “TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.”
Videos created on the app can be a minimum of 15 seconds and a maximum of 60 seconds in length and are fun, light-hearted and education in nature. However, since their user base has grown, videos of all types are now being shared.
TikTok presents an opportunity for brands to highlight a less polished version of their brand, experimenting with fun and engaging short-form videos.
How can TikTok Benefit My Dive Shop?
TikTok was the most downloaded app in the world in January 2020 and the app currently has 800 million monthly active users with a daily view time of 52 minutes. That’s a huge new customer base of divers and non-divers that you could be reaching! Additionally, TikTok’s largest user base are aged between 18-24 years old, meaning posting TikTok content could give your business the opportunity to connect with a generation of future divers who are not as engaged on platforms including Facebook and Instagram.
‘Going viral’ is much more achievable on TikTok as the algorithm provides a fairly level playing field. This differentiates it from other social platforms as accounts with zero followers can get millions of views on a new video. The key to creating viral videos on TikTok often lies with editing and this is where TikTok is set apart from other apps. The wide range of video editing tools on the app allow creators to film and edit engaging videos without possessing any formal video editing skills.
What is the ‘For You’ Page?
When you open the TikTok app, you are presented with a stream of short-form videos that can be swiped through vertically. This is TikTok’s ‘For You’ homepage, and, for those who have not downloaded the app, it can be compared closely to Instagram’s explore page, with an algorithm that allows accounts to appear organically to new users on their TikTok homepage, even if you have little to no followers.
So, how do you get featured on the ‘For You’ page? The key to this is understanding and dissecting the ‘For You’ page algorithm. Content displayed to users on the page will change over time and content will be recommended based on a combination of factors including; user interactions, user interests, video information as well as language preference, location and device type.
There are a few things to keep in mind when creating a video for the ‘For You’ page:
- Interactions – as with other social media, the more likes, comments and shares your content gets, the more likely you are to get featured and go viral. So, ensure that the content you are producing is relevant and appealing to your audience.
- Video Information – hashtags, captions and sound used will contribute to your content being featured. Music and sounds often trend on TikTok, so make sure you do your research and choose your music accordingly.
It is important to note that your follower count is not a direct factor in the algorithm’s recommendation system, meaning that any account can be shown on the ‘For You’ page, potentially resulting in a viral video – a reason that many creators on TikTok see being displayed on the ‘For You’ page as key success metric.
How do I create/upload my first TikTok video?
Creating and uploading your own videos to TikTok can be a fun, creative and rewarding process. The PADI Marketing team has covered this in depth in our ‘Introduction to TikTok and Instagram Reels’ webinar and in our ‘How to Create Your First TikTok’ blog. We highly recommend viewing these for an easy step-by-step guide.
Is there anything else I can do to increase my visibility?
Yes! There definitely is – the below are all things to consider to help increase your visibility on TikTok.
Music and Sounds are key components to every TikTok video. Both of these elements go through viral trends on the app, and while the sounds are trending, videos that use them have a higher chance of getting more interactions. As a rule of thumb, upbeat music tends to perform best as it is the most captivating.
Hashtags are particularly useful on TikTok. They help your content gain visibility and help users find the content they are searching for. If someone is searching for a particular challenge or topic, they are much more likely to find your video if include relevant and specific hashtags. The hashtag #FYP (for you page) is the most popular hashtag on TikTok – with some users believing this is one of the keys to being featured.
Trends and Challenges are going to be key to your TikTok strategy. Take your time to research these in the Discovery page, as they can change quite quickly. When you post a challenge video, you have a higher chance of gaining viral status and achieving greater visibility.
Video Specifications and Quality are extremely important on TikTok. As TikTok is a vertical platform, videos should always be in portrait/vertical mode and have the specifications of 1080px X 1920px (the same as Instagram Stories). Being a visual medium, it is essential that the content you publish on TikTok is of a high quality. When filming, make sure your videos are clear and well-lit as this will be more visually appealing, ultimately giving your content greater visibility.
Cross Promote your TikTok videos across your digital channels to inform your existing followers/customers that you have started a TikTok and where they can follow you. You can share your TikTok’s to Instagram Stories or Reels, add a TikTok social icon to your website, include a link to your TikTok on your Instagram bio link (Linktree) or share your videos to your Facebook Page or Story.
For additional information about the features on TikTok, you can view PADI’s ‘Introduction to TikTok and Instagram Reels’ webinar or check the ‘How to Create Your First TikTok’ blog. For additional information or assistance with any of these digital marketing tools, please contact PADI Marketing directly or view the PADI Marketing Support Resources.
Marketing & Social Media, Digital Marketing Tools, marketing, Social Media, TikTok, video contentPADI Pros