TikTok Marketing And Success Tips For 2021
- What is the “For You Page” on TikTok
- Understanding TikTok’s Batch Theory Algorithm
- The Secret Formula to Creating Amazing TikTok Marketing Videos
- How To Make Your TikTok Videos Stand Out
- Ultimate Guide To Writing TikTok Captions
This article provides a guide to TikTok marketing and success in 2021. The guide covers how to package content that both matches the TikTok algorithm and reaches your target audience. If you are ready for your content to go viral, follow the tips below
The platform exploded with content in 2020 across the world during the pandemic lockdowns. People who suddenly found themselves without much to do turned to the platform for inspiration and entertainment. Here are some stats that show the extreme engagement and growth on the platform.
TikTok may be the most beloved social media platform in 2021. But, it is a beast.
The platform exploded with content in 2020 across the world during the pandemic lockdowns. People who suddenly found themselves without much to do turned to the platform for inspiration and entertainment. Here are some stats that show the extreme engagement and growth on the platform.
- 689 million active users worldwide
- 2 billion downloads from the Apple and Google Play app stores
- Users spend an average of 52 minutes a day on the app
- 90% of all TikTok users use the app daily
If a TikTok user is going to find your content, it will be through the FYP.
What is the “For You Page” on TikTok
The ultimate goal for TikTok is to keep a user on the platform for as long as possible. The TikTok algorithm monitors a viewer’s watch history and uses that data to suggest content that is most likely to keep the user on the platform. The FYP presents this content.
The FYP is a seemingly endless stream of entertaining and educational content that the algorithm creates for each user. This content is based on factors like:
- Watch time on a video
- Types of videos watched
- Amount of plays on each video
- Video saves, comments, and shares
Ultimately, the more a video is liked, shared, and played, the more likely it is to show up on the FYP page of other users who are likely to interact with it. These videos are shown to users who are most similar to the users who already interacted with the video.
Understanding TikTok’s Batch Theory Algorithm
According to Batch Theory, when a video is uploaded, it is shown to a pool of “batches,” or groups of people. These batches are based on several distinguishing factors, such as watching history, location, personal preferences. The fate of your content is based on the way those different batches react to your content. Re-watching, liking, sharing, and commenting are the inputs that the algorithm takes to escalate the score of your content.
If your content is liked by the batches then it is pushed to a larger audience of the same thought process. The algorithm shows your content to the audience that is most likely to watch interact with it!
Having Trouble thinking of TikTok video ideas? Try repurposing some content. Learn more about repurposing content in our blog Making Baby Unicorns.
The Secret Formula to Creating Amazing TikTok Marketing Videos
So, how do you make TikTok content that people engage with?
TikTok content creators found that, with the right kind of content, they could grow famous seemingly overnight. Creating a video that reaches your target audience comes down to a simple formula.
My Secret Formula To Making TikTok Content Stand Out
Your Target Audience + What makes people feel good + attention-grabbing intro = successful content
It all comes down to:
- Discovering why your target audience is on the platform
- Pairing your target audience’s interests with what will make them feel good
- Making sure you grab their attention
Ultimately, people who go on TikTok expect to feel good. Remember to create an air of positivity around your content.
Here is a list of things to consider that will impact the mood of your content.
How To Make Your TikTok Videos Stand Out
1. Background
A natural setting or a clean, well-lit indoor space is a great background.
User @ethan_hibbs does a great job of promoting his music through playing in a natural and non-distracting setting. The plants add to the mood of the video without being distracting.
2. The energy of the speaker
People will naturally want to relate to the energy of the video. Think of your audience and their ideal energy level. Are you a mediation guru? A HIIT cardio instructor?
Think of background sounds. Music is one of the most popular ways to help set the energy on TikTok. Also, consider any extra sounds that can enhance the mood of the video. Bird sounds from outside? Cartoon-like sound effects?
User @sad_papi does an amazing job setting the tone of his cooking videos. He uses a combination of lo-fi music and exaggerated food preparation sounds (listen to that “crunch”) to add to the mood of his videos. He knows that his audience prefers a more relaxed and detailed explanation of his process.
3. Message and content
If your message and content will make someone smile, it will do well on the platform. If it is going to tell your audience something very interesting or inspire them, it is going to do well.
@inspector_AJ does a great job promoting his home inspection business by reviewing people’s home inspection failures online. Not only is the content fun and entertaining, but it also shows his expertise on the home inspection subject.
4. Tell a story with your content
But please (please, please, please!) do not split it up into several videos. Now that you can make three-minute-long videos, there is no need to split your story into several videos.
Erika Thompson from @TexasBeeWorks does an amazing job marketing her bee-zness (sorry, I couldn’t resist) through telling stories of bee hive rescues.
5. Warrant A Response
End your content with a call to action. Make your viewer feel like they are part of your message by giving them a voice.
User @akorzen always gives loving, grandmotherly advice to her viewers. Her comments are filled with adoring comments from her viewers.
Ultimate Guide To Writing TikTok Captions
Success on TikTok goes beyond making funny videos. Possibly the most important and underused TikTok marketing method comes from copywriting.
After all, the hashtags and text that you use are part of the algorithm that will determine who your audience will be.
Writing on TikTok can be tricky due to their limitations. TikTok captions, which include both text and hashtags, are limited to 100 characters.
Here are some TikTok copywriting tips that will help your content get in front of the right audience.
Step 1: Tell TikTok who your audience is through optimizing your hashtags
The hashtags you use will determine where you will be found. If you are a woman’s fitness expert, think of the tags that might be used to find fitness videos. Some possibilities are #weightloss #womensfitness #womenshealth
Bonus tip: Look at the hashtags used by top influencers in your niche. Use similar hashtags in your videos.
User @westleythecat target his audience through his animal-related hashtags.
Step 2: Write your CC script
Yes, we know it sounds exhausting to write the closed captioning script for your video. But, it is extremely important that the CC be written out for your video. Why? There are lots of people who watch TikTok without sound.
The videos with CC help those who are deaf or hard of hearing to understand your content. And, it is proven that people who read along while they listen are more likely to retain the information presented.
As of April 30, 2021 – TikTok added new auto-captions feature to improve accessibility
User @celinaspookyboo uses text to CC all her videos. The jokes she makes are easily understood. She even takes an extra step and CC’s other sounds in her videos.
Step 3: Use plain text as your call to action
Use this text as a means to incite further engagement. Using the same example of women’s fitness, think of posting a question that relates to the video. Something like “Squat jump challenge! How many can you do in 2 minutes?”
User @alex.stemp promotes increased engagement to his photography videos by asking his audience for their opinions.
Conclusion
TikTok is still a relatively new social platform. There is so much potential for this platform as it continues to grow and shape today’s culture.
Remember that TikTok should be fun and entertaining. So long as you are creating entertaining and interesting content that is true to your brand, your audience will build. You will have so much fun making content that it will not even feel like work!
Further Reading
The inescapable AI algorithm: TikTok
Content Creature 
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