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How To Drive Traffic from TikTok

Written by Courtney Raguso, Social Media Content Creator

How the algorithm works:

The app, TikTok, took off in 2020, but has been around since 2016. Why did it take this long to become as popular of an app as it is today? To start, the pandemic sure might have a lot to do with its quick gain in popularity. However, what really makes TikTok so unique is its algorithm and features. In order to understand how to drive traffic from TikTok, you must first understand how the app works. From the location and hashtags you use to the sounds you choose and the videos you like, they all influence the algorithm, which you can use to your advantage. The point of the #ForYou page is to calibrate personalized content unique to each user. It’s the page you visit to find new suggested content you may like based on a combination of factors, including user interactions, video information, and device and account settings. Each factor is individually accounted for, meaning that the content shown on the user’s For You page is completely unique to each user and is based on their level of interest for certain types of content. For instance, TikTok would consider watching a video from start to finish as a strong interest, but the viewer and creators sharing the same location would be considered a weak indicator. Users can also choose to mark a video as “not interested” to inform the app of the content they don’t want to see. But what about when it comes to a viral video? Of course, a larger following will automatically give you more views, however, it’s not a factor in the For You page recommendation system. So, you don’t need a large following to have the opportunity to be on the For You page and go viral.

Why you should be on TikTok:

TikTok is an app you should take advantage of because it offers a great way to get organic traffic and create brand awareness. The app has over 800 million active users, and although most of its users are on the younger side, the app has gone mainstream and attracts a diverse set of demographics. So, how can you use it for your business? Is it even right for your brand? The answer is yes. There are many niches on the platform, so all you really have to focus on is creating a content strategy around your brand. It can be educational, humorous or even just be a dance or trend hop. Just keep in mind that you do have to stay contextual in the app. In other words, TikTok videos perform best when they are focused around the content itself instead of focusing on the aesthetic of the video. Also, unlike apps like Instagram, TikTok users spend most of their time on the “For You” page instead of looking at what their followers are posting. It’s a discovery app and there are so many users with various interests, so if you play your cards right, you can gain a lot of traction.  

Ways to drive traffic:

When it comes to creating content and growing your brand on TikTok, you have to keep in mind that authenticity is key. TikTok’s unfiltered feed just goes to show you that there’s not as much production that goes into most of its content. This has become the app’s trademark, which is why it usually makes for more popular content. Authenticity trumps aesthetics, so even if you are a little off-brand, it’s ok to experiment with trends and have some fun testing out different types of content to see what works best and show off your personality. You also have the option to switch to a pro account which basically offers you analytics on how your content is performing, such as an overview on insights for weekly and monthly views, follower growth, and trending videos. Understanding how your content is performing is crucial to nailing down your strategy. When it comes to driving traffic, the goal should be to land on new user’s feeds, which is the For You page. Posting consistently and creating engaging content will be the only way to gain traction on the app, but there are other tactics you can try. 

Of course, you’ll want to make sure your profile is complete with links that will bring users to your website and other social media profiles, like your Instagram. The sounds you use play a big role in virality as well. Videos that are using music or trending sounds will have a link in the description of the song and the author of the music as well as all the other videos that share that same trending sound. You also have to keep in mind when your users are on the app because immediate engagement will increase your rate of virality. Below we attached the best times to post according to 100,000 global TikTok posts and engagement rates.

Organizing contests and giveaways are a great way to get more views and build brand awareness. For example, you can announce a prize, a product, trial, free consultation, a free lesson on online course platforms, whatever seems fitting for your audience and in order to compete for the prize, the audience has to do an action, such as “follow you” or “share” the video. Shout-outs also work well because you are hiring influencers that have an audience you want to target that can lead to a lower cost per conversion. Just keep in mind, it would not be wise to spend such a big budget on an untested territory so what you want to look for are micro-influencers and small theme accounts. There you can get shout-outs for $25-$100, instead of spending five figures on an account with a very large following like Addison Rae. Lastly, paid ads can be helpful in getting you the traffic you want. Although TikTok is primarily organic, you can pay for instant traffic that can precisely indicate your audience and their behavior. Try setting up a tracking pixel that way you can spend a part of your budget to see what’s really sticking. 

The common denominator and main takeaway for everything related to digital marketing of course remains testing and consistency. The importance of social media is increasing significantly. With TikTok being the fastest to gain traction, the app is projected to surpass 1.2 billion active users this year, more brands, businesses, and influencers are joining the platform, and we’re excited to see where it goes. Brand storytelling is evolving, influencers are experiencing a sharp rise into fame, and social media campaigns are becoming the main traffic source of many companies. So, are you ready to take your TikTok strategy up a notch? Hopefully, these tips and tricks will help you use the TikTok algorithm to your advantage and start to see some real traction on your posts! In the meantime, give us a call, and we can go over a TikTok strategy that’s right for you. 

At MSM DesignZ, we put in the time and energy needed for success, so you can ensure you are using every dollar for maximum return. With over 20 years in the business, we have watched marketing evolve from traditional to digital. Whether you need a website refresh, more attractive email, or a quality online presence, we can do it all. When we take on a client, we put in 110% and treat every brand as if it’s our own. We will always continue to place our clients’ needs at the heart of our operations. From web development to social media management, we’ll work directly with you to build a personalized strategy to not only retain but also gain business. We are assisting in all areas for our clients. Visit our contact page at https://www.msmdesignz.com/contact/, and we’ll work with you to devise a custom plan that will keep your brand alive and well. We look forward to working with you!  

 

 

Sources:  

https://socialmediaweek.org/blog/2021/02/how-to-drive-traffic-from-tiktok-in-2021/ 

https://later.com/blog/tiktok-algorithm/ 

https://www.youtube.com/watch?v=oVKdqXKdgrA&t=714s