TikTok Marketing: Going Viral on Purpose (Sort Of)
TikTok's algorithm is the great equalizer. Unlike Instagram where followers matter, TikTok shows your content to people based on interest, not follower count. A brand new account can get a million views on its first video. It probably won't, but it can.
The TikTok audience skews young but is rapidly aging up. 67% of users are over 25, and the fastest-growing demographic is 35-44. If you think TikTok is just for teenagers, you're living in 2020.
Content that works for businesses: behind-the-scenes of your operation, product demonstrations, customer reactions, educational content in your niche, trend participation with your own twist, and day-in-the-life content.
The hook is everything. You have 1-3 seconds to stop someone from scrolling. Start with a bold statement, a visual surprise, or a question. 'Here's how I made $50K in one month' works better than 'Hey everyone, welcome to my TikTok.'
Trends are opportunities, not obligations. Participate in trends that align with your brand, but don't force it. A law firm doing a trending dance looks desperate. A law firm using a trending sound to explain contract clauses? That's clever.
Posting frequency matters more on TikTok than any other platform. The algorithm gives each video its own chance to perform, so more videos = more lottery tickets. Post 1-3 times daily if possible.
TikTok Shop is the fastest-growing social commerce platform. If you sell products, set up TikTok Shop and create shoppable videos. The conversion rates are surprisingly good because users are already in a buying mindset.
Don't overthink production quality. TikTok users prefer authentic, raw content over polished commercials. Your iPhone is all the camera you need. Focus on the message, not the production.