![[Translate to English:] W&S Digitalagentur Blog TikTok – ist das Kunst oder kann das weg? Teaser](/fileadmin/user_upload/robert-shunev-mS1nlYbq1kA-unsplash.jpg)
Hardly any other app has been as controversial in recent times as the Chinese app TikTok. Not only because it experienced a rapid rise in the last years, but also because it was criticized for allegedly serving as a Chinese espionage tool and Donald Trump subsequently banned it from US app stores. Due to its predominantly funny content and the young age of its users, the app is often ridiculed by some companies. However, a closer look reveals the potential behind the platform's massive reach, which businesses can use to their advantage.
In today's blog post, we want to explain what TikTok is and what you can do with it.
We will walk you through the main features and give you tips on how to create engaging posts for your target audience.
TikTok is a Chinese video app released in September 2016. It is the successor of the first video app Musical.ly. TikTok allows users to upload and watch short videos of all kinds. Similar to Facebook and Instagram, it offers social networking features such as sharing, commenting and liking videos. With TikTok, however, the focus is clearly on video clips.
Because TikTok works differently than the popular platforms Instagram and Facebook, it is useful to know a few basics before you start using the app:
When you open the app, the first short video appears on the home page, called the "For You Feed." You can watch this in a continuous loop without having to do anything else. A new video appears randomly when you swipe up. TikTok does not have a home page like Facebook or Instagram.
However, users do not have to remain passive viewers, they can also create and upload videos. The interface is kept as simple as possible. Videos must be 15-60 seconds long and shot in portrait format. This format allows the videos to fill the screen so that users are not distracted by anything and can fully concentrate on the dancing, singing and learning videos.
The advantage of TikTok is that you don't have to follow an account to see its videos. The algorithm simply shows you an infinite number of videos on the home page. Over time, the For You Feed adapts more and more to your behavior. What videos do you watch? How often and for how long? It also takes your preferences, location, environment, and interests into account. For many creators, the For You Feed is the ultimate goal because it is the first page that appears when you open the app on your phone. Whoever is featured here gets the most attention and therefore has the chance to get the most likes, views, and follows. But no one knows exactly how to get to the FYP (For You Page).
Hashtag Challenges
Businesses can create their own (branded) hashtag challenges and generate an incredible number of views. Users are invited to participate in a kind of contest. For example, GUESS launched a campaign under the hashtag #InMyDenim, which has now been viewed over 50 million times.
Another example is the #workoutfromhome hashtag, where TikTok users share the methods they use to stay fit at home. This and other quarantine hashtags were particularly popular during the lockdown.
Sounds and original tones
When you post a dance video, skit or popular movie scene to TikTok, you can add sounds or popular music to your videos. Popular TikTok challenges are usually based on the soundtrack of a popular singer.
Duets
The Duet feature allows you to interact with other users. For example, if a TikToker is singing in his or her video, you can place the video in a split screen next to yours and sing with them. Businesses can also use the Duet feature for themselves by inviting users to interact with their video.
Filters and Effects
The range of creative assets on TikTok is almost limitless. From filters and effects to slow motion and time-lapse, almost anything is possible. TikTok allows users to create unique and incredibly creative content.
The general rule is: test, test, test. This is the only way to find out how to reach the comparatively young target audience with your content while staying true to your brand identity. Here are some examples of how to create good and entertaining TikTok content:
Do the marketing for yourself
Don't be intimidated by the different nature of the platform. While you may not be able to advertise your products in the traditional way, you can showcase yourself and the people in your company in a positive light and build goodwill. Dance, show yourself at work, or give your opinion on current issues. Here you have the opportunity to attract the attention of a young target group with humor and creativity. The sky's the limit.
Market your products
Holding your products up to the camera is not enough. Users want to see the product in action: What can it do, how will it be used, or how will it benefit them? And if that's not enough, get creative with your camerawork or presentation.
Create humorous learning content
It's not just dance and singing videos that are taking over the platform, but also explanatory and educational videos with tips and tricks on various topics. This is a bit tricky because it is not easy to provide value to users in 60 seconds, but TikTok users like this format. You should think carefully about how to get your message across in a way that is engaging and easy to understand.
Create a video about your video
Give users a behind-the-scenes look at your creative process. Show them how a video was created or give them tips on how to take great photos, add beautiful effects, or even create them yourself. How do I edit movies? If you can do it in one minute and add value that hasn't been seen on TikTok before, go for it! German TikToker Younes Zarou, for example, shows how he creates real works of art with just a camera, phone and a few tools.
"TikTok - trash or treasure?" was our opening question. Our conclusion is clear: we see TikTok as an extraordinary, fun platform and a great opportunity for companies to attract the attention of their target audiences, even if it requires a completely new approach. The creative possibilities are almost limitless, there is no right or wrong. Another argument for TikTok: Unlike Instagram and Facebook, advertising is still relatively cheap. But that could change in the coming years. That's why now is the perfect time for businesses to get on board with TikTok, especially as the TikTok for Business Ads Manager is set to launch later this year, allowing you to target specific audiences as you do on other platforms.
If you want to be active on TikTok, you need to find a way to represent your business and brand that is authentic and creative. TikTok users want to be kept entertained and time is short. If you're considering using TikTok for yourself and your business but aren't sure how, we're here to help. Feel free to call us at +49 711 184 206-0 or email us at hello@wus.de.
