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TikTok Influencer Marketing

[Webinar] TikTok: An unfiltered conversation on driving brand engagement

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If you’ve spent any amount of time on social media, you’ve probably seen the effects of TIkTok.

From viral dances, engaging how-to’s, and 15 second storytelling, TikTok content has taken the internet by storm.

Although 48% of creators and 47% of brands plan to increase their presence on TikTok in 2021, many marketers are struggling to incorporate the new app into their marketing mix because like any new initiative, there is a lack of best practices available to early adopters.

That is why our Head of Marketing Strategy, Magda Houalla sat down with TikTok’s Product Marketing Lead, Irina Weisfeiler to have an unfiltered conversation on how brands can drive engagement on TikTok.

In this webinar, the duo used insider tips and tricks and real life examples to uncover:

  • The inside scoop on the TikTok algorithm
  • Creative best practices to create TikToks, not ads
  • The keys to partnering with TikTok creators
  • How to leverage unique TikTok advertising features such as auctions
  • And the answers to your burning questions in a Q&A session

Check out the full recording below, or keep reading for a quick recap of the TikTok algorithm.

Why TikTok?

TikTok has a lot to celebrate this year. The app has been named the Top Downloaded non-gaming apps in 2020, the hottest platform by Adweek, and most recently, AdAge announced TikTok as marketer of the year. 

This incredible momentum has positioned that app to be a mainstream entertainment platform in scale and content diversity. TIkTok sees more than 100 million monthly active users and continues to grow daily.  

Although TikTok came to fame from lip singing and dancing content from Gen Zers, today, that only makes up 10% of the content found on the app. Now, you can find content across all category interests from gaming, sports, beauty, and humor, to educational content, body positivity, mental health, and other cultural and political content including racial and LGBTQ+ rights. 

And TikTok users are getting more and more diverse each quarter. While Millennials and Gen Zers do make up the bulk of unique visitors on TikTok, the amount of users aged 25-44 is rapidly increasing.

And unlike other platforms, content truly is one of a kind on TikTok. Regardless of follower count, anyone has the opportunity to be featured on the app’s For You Page. But how does the algorithm work?

Breaking down the TikTok Algorithm

TikTok’s mission is to inspire creativity and bring joy to everyone on our platform. It’s a place where people find authentic connection and it’s where brands can truly connect and engage with their consumers. 

If you have your own account, you’ll find pure, seamless, short form mobile video in an endless stream of personalized content that is suited to your interests and constantly evolves based on your viewing habits.

The algorithm on other platforms takes into account a user's social graph. This includes their followers, page likes, website visits, interactions with friends and their pages, and so forth. The algorithm uses these factors to determine what you are likely to engage with, which is then used to inform delivery. 

However, TikTok is built on a content graph. What that means is that the system is driven entirely on engagement and videos viewed. So, rather than taking into account how you interact with the world around you, TikTok looks at what you are watching and how engaged you are while watching it to inform delivery. 

So what does this mean for you? 

Luckily, it means regardless of your brand’s follower count, you have a great chance of getting in front of your desired audience with personalized content that fits in naturally with the organic content TikTok users are used to seeing. But it also means you many need to adjust your content strategy to get ahead on this new app.

Check out the webinar to learn about Magda and Irina’s tips for creating high performing TikToks. Then join us in our Slack community, The Coffee Shop, to continue the conversation with other marketers.

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