TikTok for Brands: What Community Manager needs to know

Wondering how you could integrate TikTok into your corporate communication & marketing?

This application was formerly called Musical.ly, where users mainly posted lip-syncing videos, that is to say, mimicking the lyrics of a song.

The social network offers new opportunities to brands & Community Managers because there is still little content online compared to the attention span of users.

In the same way, as in the beginnings of Facebook & Instagram were the performances in terms of likes & comments were particularly high, the wheel turns and indicates the way: TikTok.

With more than 500 million active users worldwide, it would be a shame to miss this new chance to capture the attention of your potential customers.

How does TikTok work?

TikTok offers two side-by-side news feeds.

The main (or default stream) on the right highlights an endless content stream called “For you”. As you navigate vertically among these videos, you can decide to subscribe to accounts, interact on the video and much more.

They feed on the left highlights the content of the accounts you are already following. You can easily switch between the two streams whenever you want.

Also Read: How to Find Someone on Snapchat in 2020

If you are opening the app for the first time, you will be offered a generic news feed. It doesn’t know your preferences yet, so what appears in the “For you” feed will be completely random until you interact with content.

From your first interactions, the application will search for similar content to feed your “For you” feed.

Video formats on TikTok
All videos on TikTok are vertical and take up the entire screen. Content is 15 seconds or less in most cases, but some clips sometimes go up to 60 seconds.

Verified accounts on TikTok
As on other social networks, TikTok has its own certified accounts, requiring a certain level of notoriety and popularity on the platform.

Live streaming and monetization on TikTok
It is possible to broadcast live video when you reach the first 1,000 subscribers on your account.

Although it may seem small compared to other social networks, it is very difficult to reach this number without a real strategy to buy TikTok followers to perpetually gain and capture the attention of your Followers.

When you broadcast live, your video will be displayed to all of your subscribers in their news feed. They will also receive a notification at the top of their screen.

Users of the application have the option of purchasing coins in order to convert them into virtual gifts, such as “emoji” stickers, and can also reward creators offering original content.

Legends and hashtags on TikTok
The hashtags on TikTok are very powerful, but their number is limited to the 140 characters allowed by the caption of each video. The latter therefore includes the description of the video and the hashtags.

It can then be interesting to mix popular hashtags & niche hashtags, as is the case on Instagram.

The more users who interact on your video, the more it will be well-positioned for the hashtags informed, like “Popular publications” on Instagram.

Add a biography and links on TikTok
Although the app does not yet allow clickable links to be added inside videos or a swipe-up functionality (as on Instagram Stories of some popular/certified accounts), users can add a link in their biography TikTok.

Like legends, TikTok account biographies are limited to 140 characters. These may, therefore, include a link, but it will not be clickable.

You can upload a profile photo, and it is important to know that previous photos will not be saved (unlike Facebook).

Measure your performance statistics on TikTok (Analytics)
Creators can only know the number of people who have seen their videos buy TikTok likes that can impact your profile as well as the number of interactions.

It is also possible to know the number of visits to our profile: that’s all for the moment.

TikTok does not yet provide data on subscribers or people who interacted with your content on the app.

What the Community Manager needs to know about TikTok

Users are not looking for content that is too commercial, too “corporate” or too well done. It would not really be natural in the world of social networking.

Instead, watch user-generated videos, identify trends and think about how you might also surf them.

Learn about the TikTok advertising platform

TikTok recently started to experiment with a new platform for setting up self-service advertising campaigns, like what we know on Facebook and Instagram, in order to target young populations.

Once this advertising program is open to everyone, Community Managers will be able to sponsor their content to new audiences, thereby facilitating the recruitment of their communities.

What content can we create for TikTok?

When you open the TikTok app to create content, several options will be available to you. In the same way as Instagram Stories, you can keep your finger pressed on the screen throughout the video to record natively.

You can also program a self-timer and record remotely. It will also be possible to create a series of short segments that go together to offer a longer video.

TikTok encourages users to create content directly on its application but allows you to draw from the film roll of your smartphone.

It is possible to add multiple effects and text throughout a video to make it interesting and fun. It can then be downloaded to be published also on Facebook & Instagram.

Identify trends & challenges

The videos on TikTok are a mixture of lip-syncing, music, sound effects and much more.

Users will sing different words of given music and shoot a funny video, with a creative interpretation or word games.

It is interesting to note that users follow trends in the way of creating their content via “challenges”.

These consist of the production of a video with given music, dance movements or situations.

For example, the hashtag #illusionchallenge lists many videos of users having fun with their phone camera to surprise their subscribers.