TikTok is a video-based social media platform where brands, creators and celebrities can express their personalities and increase brand awareness. As mentioned earlier, TikTok uses algorithms to determine what content to present in someone’s stream. Its discovery algorithm works in a mysterious way, aiming to give each video a chance to keep spreading. The video is given a “score”. The more “points” a video receives, the more popular it is.
Each video is displayed on a small group of users’ For You pages or in a unique home stream each time a user opens the app and logs in. These initial users will become part of a cluster of creators whose actions will determine whether the video will be added to other For You pages around the world. For example, let’s say the video is shown to 10 people. If they actively interact with the video (by watching, replaying, commenting, liking, and retweeting), the video will be shown to another 100 people. Their reaction determines whether it will be shown to another 1000 people, and so on.
So what does all this have to do with marketing? TikTok marketing is largely a tool to raise awareness, but thanks to the
However, it can also be a sales driver thanks to the pickup feature in the profile. Shopify merchant SendAFriend achieved $5 million in sales in two years, driven by the TikTok marketing strategy.
What’s more, TikTok’s paid advertising tools are becoming more advanced and feature-rich, making it another social media marketing tool in your multi-channel arsenal
