If you’ve been keeping up with us, you’ll know that we also have a 2023 Instagram guide, so you’d want to check that out too if you’re also interested in that platform. Digression aside, now it’s time to look at the current grand-daddy app, TikTok, and the things that we can do to maximize our TikTok performance in 2023. TikTok is the current ‘King of Entertainment’ and, more recently, has been at the center of a lot of controversies since last December. So, before everything possibly crumbles for TikTok, how can we milk it for all it has?
The Dirt
As the app of the moment, especially for younger audiences, one thing that sets TikTok apart is its insanely good algorithm, which excels at supplying users with a never-ending stream of, frankly speaking, addictive content, keeping them hooked and scrolling for hours. Savannah Sanchez, a TikTok promotion expert, makes for a good resource person. In fact, most of the tips we’ll be going over today stem from her experience. Let’s begin.
Content Approach
Want your TikTok marketing to succeed? Then you need to make sure that your content aligns with organic posts in user Feeds. Those on TikTok are on it mainly for entertainment, free from the bothersome ads seen on TV. This also means that your content has to be eye-catching, without necessarily having to rely on just the latest trends.
Hooks
Anywhere you go, whether literally or metaphorically, a hook is something that allows you to ‘grab’ onto something. Want an idea of what ads are currently killing it on TikTok? Then check out their Ad Library. Some of the top examples include:
‘I wish someone had told me about this sooner…’
‘If you aren’t using , you’re missing out’
‘3 reasons why is the best [problem to be solved]’
ChatGPT might also have some suggestions, so you can always try that, too.
Creating Clips
Once you have your hooks established, it would be a good idea to build videos around them, utilizing any talent you may want or already possess to bring them to life. An important thing to remember here is to use real people and to showcase ‘something interesting’ in the first three seconds.
When it comes to style and presentation, visually interesting formats and edits will grab attention, while you should also work on better highlighting the benefits your product/service offers. The right people must watch your clips, which also explains why brands that want to do well on TikTok enter partnerships with creators that are native to the platform, since they understand its ‘language’ better. Browse its Creator Marketplace if you mean to do some influencer headhunting. Want some extra editing capacity outside of TikTok’s built-in editor? Then CapCut, which is another (not default) in-house editor, is a perfect choice.
Captions & Hashtags
Savannah recommends that you keep your captions under five words, at most. The main aim of your captions is to guide attention toward your video, so you don’t want them to be too wordy and distracting. Hashtags, like everywhere else online, serve mainly as discovery aides that help keep your stuff aligned with your target audience. You can use external keyword search tools or make use of the one already on the platform for more insight.
Testing Creative
Once you have a few ideas down, you can map out a launch schedule for your TikTok push. Why make things more difficult when you can just follow Savannah’s three-step formula for paid campaigns:
First off, you launch your new ad content – a new idea, new concept, etc. This is the first step, so don’t get too caught up on the results – but if you’ve done your homework and you’re happy with the concept and execution, it should help you gain some traction in the app.
Next, if you’re happy with the ad concept, test a secondary iteration of your original ad, by using the same concept and script, and testing it with a new talent or a new hook.
Savannah then recommends creating a multi-UGC ad featuring many different people using the product. ‘I usually find that showing multiple people in the product performs better than just showing one’.
This will help give you multiple variations on a single theme, including testing at each stage to really fine-tune your approach.
Algorithmic Considerations
TikTok’s algorithm is, by far, the most dominant algorithmic model currently on the web, at least that’s what we think. Because it’s so personalized, coming up with generic lessons is actually more difficult. For the most part, here’s what we have:
Recency is a Factor – TikTok’s ‘For You’ Feed generally pulls from videos within the last 90 days.
Posting More Doesn’t Impact Reach – This mainly ties in with the above. The performance of your clips always outweighs the frequency of when you upload.
Keep People Watching – “… capturing viewers’ attention early and maintaining it throughout makes for watchable, shareable content”.
Learn what your target audiences want, then bank on that.
The Wrap
Also, keep video ‘Safe Zones’ in mind; avoid putting important details here as they could be obscured by the UI. Taking everything into consideration, the most important element to be wary of on TikTok is your creativity, as well as putting together interesting videos based on everything that was discussed. It isn’t easy, and while there are those like Savannah who make it look simple, they, too, had to go through a lot of practice and tempering before they eventually mastered the art of TikTok marketing.
Social Media marketing is more of a skill than a practice, and if you can, we recommend dedicating your time and effort to learning the ins and outs of the process. Of course, if you can, also look to link up with the native creators on the platform since they speak TikTok’s ‘language’ fluently. Good luck with your TikTok journey this year!
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