TikTok is one of the most popular social media platforms globally and one of the rare places, where brands can still grow organically. As of 2024, TikTok boasts over 1.5 billion monthly active users, positioning it as the fifth most popular social media platform globally. Notably, the United States leads with the largest TikTok audience, comprising approximately 148 million monthly active users. So it is fair to say: TikTok can help brands achieve significant brand discovery and traction.
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Initially popular among Gen Z, TikTok has significantly broadened its demographic appeal, now engaging users across all demographics. The platform's user base is almost evenly divided by gender, with 52% being men and 48% being women (Sprout Social). Moreover, a substantial 67% of 18–19 year-olds and 56% of 20-29 year-olds in the US are active on TikTok. (Statista)
Graph: TikTok Usage by Age Groups in US (Statista)
TikTok's algorithm favors content that uses trending sounds, making it more likely for your video to appear on users' "For You" pages. Incorporating trending sounds can also enhance the engagement and shareability of your content. Therefore, using popular sounds is one of the easiest and most effective ways to boost your brand’s traction on TikTok.
How can you find trending sounds on TikTok?
TikTok Creative Center: Visit TikTok Creative Center in a desktop or mobile web browser. This free tool displays songs currently trending on TikTok, and you can filter the list by country.
TikTok Charts: External pages like Tokboard or Tokchart provide charts of the most popular sounds. You can browse through songs that are currently most popular and those that are fastest growing.
Search Bar: Type “trending”, “popular”, or “viral” into the search bar and move to the Sounds tab.
TikTok Feed: It’s not difficult to identify popular sounds from videos TikTok recommends to you. If you see the same sound multiple times, you can be sure it’s trending.
Engagement Rate
Engagement rates on TikTok consist of several metrics: likes, comments, shares, and saves. The number of likes a video receives indicates its popularity and can boost its visibility. Higher comment counts often signal high engagement and influence who your video is shown to. When users share a video, it reaches a broader audience, enhancing its spread. User saves indicate to the TikTok algorithm that the content is valuable, resulting in it being pushed to more people.
How can you boost your brand’s engagement rates on TikTok?
Produce Great Content: Before you create your content, analyze what is already out there on the same topic and what works well. Generally speaking, these types of content work best:
Controversial or Thought-Provoking Content: Post content that sparks discussions or debates (within appropriate and respectful boundaries). Share your opinions on trending topics to encourage viewer interaction.
Educational and Informative Content: Share tips, tutorials, or hacks that provide value and encourage viewers to save the video for future reference. Break down complex topics into easy-to-digest segments.
Inspiring and Motivational Content: Create inspirational quotes, stories, or content that motivates viewers. Content that provides long-term value is more likely to be saved.
Aesthetic and DIY Content: Post aesthetically pleasing videos or DIY projects that viewers may want to replicate later. Organize content in a way that makes it easy for viewers to follow and save.
Humor and Entertainment: Use humor and entertaining content to encourage viewers to share with their network. Memes, funny skits, and challenges are often highly shareable.
Trending Challenges: Participate in or create trending challenges that encourage users to share and participate. Use hashtags related to the challenge to increase visibility.
Ask for Comments: Engage with users directly by posing open-ended questions to encourage viewers to comment, or ask them to tag someone in the comments.
Reply to Comments: Engage actively in the comment section, replying to viewers to foster a sense of community. Use the video reply feature to create content based on comments.
Engage with Trends: Stay current with TikTok trends and incorporate them creatively into your content. Use trending hashtags to increase discoverability and engagement.
Retention Rate
Retention rate signals to TikTok's algorithm if your posts are engaging enough for users to watch them through to the end. It is measured by several metrics: average watch time and completion rate, which can be tracked by the percentage of users who view the entire video or the number of images engaged with in slideshow posts. The longer users watch your video, the better; videos that are watched all the way through are more likely to be pushed by TikTok's algorithm.
How can you improve retention rate on your TikTok posts?
Hook Viewers Early: Capture attention within the first few seconds. Use an intriguing or visually appealing opening scene, pose a dilemma, use a cliffhanger, or directly address users, telling them they need to watch until the end.
Loop Format: Make the transition between the end of the video and the beginning seamless to encourage repeated views.
Use the “Problem-Solution” Format: Present a problem at the beginning and guide viewers through the steps to a solution.
Show a Transformation: Document a transformation or progress over time to keep viewers invested.
Use Strong Characters: Develop characters that viewers can root for or relate to. Follow the classical narration Hero's Journey structure.
Skew the Timeline: Use flashbacks or flashforwards to add depth and context to your story.
Optimal Video Length: Ensure your videos are the right length to keep viewers engaged without feeling too long or too short. Start with shorter formats and gradually increase the length.
Pacing: Control the pacing of your story to maintain interest and excitement. Use quick cuts and transitions for action-packed scenes, and slow down during important moments to emphasize key points or emotions.
Here are some additional tactics you can implement:
Video Quality: High-quality, visually appealing videos tend to perform better. Invest in good lighting, clear audio, and sharp visuals to create professional-looking content that stands out.
Posting Consistency: Regular posting can help maintain and grow an audience over time. Develop a content calendar and stick to a consistent posting schedule to keep your audience engaged and coming back for more.
Posting timing: There is no universal best time to post. Find content that adresses your target audience, and see at what time it is usually posted. Then experiment a bit, post around same times, and see what works best for your audience.
Relevant Hashtags: Using trending and relevant hashtags can help your videos appear in more searches and feeds. Use TikTok Creative Center to research popular hashtags in your niche.
Effective Captions: Captions that encourage interaction can increase engagement. Use captions to ask questions, prompt viewers to comment, or invite them to participate in a challenge.
Collaborate with Influencers: Partnering with influencers can amplify your reach. Identify influencers who align with your brand and collaborate on content that appeals to their followers, leveraging their established audience for greater exposure.
Engage with Your Audience: Actively engage with your followers by responding to comments, hosting live sessions, and encouraging user-generated content. Building a community fosters loyalty and encourages more interaction with your posts.
Cross-Promote on Other Platforms: Promote your TikTok content on other social media platforms like Instagram, Twitter, and Facebook. This cross-promotion can drive traffic to your TikTok profile and increase your follower count.
Utilize TikTok Ads: Consider using TikTok's advertising options to reach a broader audience. Options like In-Feed Ads, Branded Hashtag Challenges, and TopView Ads can help amplify your brand’s visibility.
