Are you trying to make TikTok a much bigger precedence inside your advertising efforts in 2024?

The platform continued to ascertain itself as a key leisure supplier in 2023, with over a billion customers turning to the app for the most recent clips, music discovery, development insights, and extra. Which additionally consists of merchandise. Certainly, TikTok has now turn into a key search engine for a lot of customers, offering pointers and notes throughout a spread of product classes, which TikTok has tried to lean into with its personal expanded eCommerce listings.

That push hasn’t caught on like TikTok would have hoped, however utilization insights do present that there’s a lot of potential there for the manufacturers that may get TikTok proper.

And if you happen to’re trying to make TikTok a much bigger focus this 12 months, listed below are 5 tricks to get you heading in the right direction.

1. Analysis rivals

As with every social platform, competitor analysis is vital, as a way to set up baseline efficiency comparisons to your efforts, whereas additionally familiarizing your self with how others in your area of interest are driving success (or not) within the app.

You already know your rivals, and also you seemingly have at the least some understanding of the important thing worldwide gamers within the area. It’s value checking in on their TikTok profiles and seeing what kind of numbers they’re seeing, and contemplating the forms of content material that they publish within the app.

You may also use TikTok’s Inventive Middle instruments to analysis prime performers based mostly on model class, product, hashtags, and extra.

In case you’re undecided who your rivals are, you can even search by class throughout the hashtags factor, which is able to spotlight the highest trending clips in any given area of interest.

Faucet on “See analytics” and also you’ll have the ability to get a full itemizing of movies on that subject, serving to to information you in the direction of the important thing creators and types for every.

2. Analysis top-performing advertisements

You may also analysis advert efficiency particularly, through TikTok’s “High Advertisements” itemizing.

Choose your area and product class, and TikTok will present you the top-performing promotions, which you can even filter by promotion kind.

That is crucial perception to your planning, as it should present you what’s working for different manufacturers in your sector, and what TikTok customers are responding to.

Dig in, be taught what’s getting traction, then apply these learnings to your individual method.

3. Analysis hashtags

Total, hashtags aren’t as influential as they as soon as had been in driving dialog developments. That’s as a result of social platform algorithms have advanced, and are capable of glean context from a spread of submit components, in order that they don’t want hashtags, as such, to categorize content material in the identical approach.

That stated, hashtags can nonetheless be an necessary discovery issue, and may also help to make sure that your content material is being displayed in related search streams within the app.

As famous above, you should utilize TikTok’s “Development Intelligence” factor to analysis related hashtags, which you’ll be able to filter by trade. You may also choose “New to High 100” to drill all the way down to the most recent trending tags in any class.

Faucet by means of on any development, and you will get extra in-depth insights into its recognition and efficiency.

You may broaden this development line out to the earlier three years, so you possibly can see how every tag is performing over time, whereas you can even see demographic insights, associated tags, prime creators, and extra.

Lastly, you can even entry the top-performing movies in every class, offering a extra particular view of what’s resonating in every sector.

4. Familiarize your self with related influencers

Given the leisure focus of TikTok (TikTok has repeatedly described itself as an leisure app, not a social platform), it’s good to create partaking, resonant movies to maximise your efficiency within the app.

Which isn’t at all times really easy, which is why many manufacturers work with established creators to maximise their attain.

You don’t essentially need to go that route, however it’s, in any case, value familiarizing your self with the highest creators in your sector to grasp what’s working, what they’re specializing in at any given time, and the way they’re connecting with their viewers.

As famous above, you should utilize TikTok’s trending hashtag itemizing for this, which additionally consists of a component that highlights the highest creators that use that tag.

You may also search TikTok’s Creator Market for related influencers based mostly on key phrases, trade, and many others.

You might discover precious creators to work with who may also help to amplify your content material, however in any case, you’ll get a greater understanding of what’s working, and how one can apply that inside your method.

5. Check out TikTok’s AI advert instruments

Like all social platforms, TikTok’s additionally experimenting with generative and conversational AI, in various varieties, which may also help to information you in the suitable course, and enhance your content material method.

TikTok now has a brand new “Inventive Assistant” in its Inventive Middle, which is a chatbot that may assist to information your TikTok advertising efforts.

Utilizing this, you will discover related hyperlinks and instruments to assist, whereas you can even ask it to present you concepts, based mostly on developments, for content material that’ll resonate in your area of interest.

TikTok’s additionally obtained an AI script generator, which may also help you provide you with extra compelling clips, whereas it’s additionally added new AI creation components to its video modifying platform CapCut, which may also help to refine your content material.   

TikTok’s father or mother firm ByteDance is making a giant push on AI, and given its measurement and assets, you’re prone to see much more AI coming to TikTok’s artistic instruments over the approaching months. Which might present extra alternative to place collectively standout clips, whereas TikTok’s additionally trying to department into new market alternatives, like meals ordering in-app, and extra direct promotions in-stream.

Actually, TikTok desires extra individuals to spend extra money on TikTok direct, which has been the important thing income driver for the Chinese language model of the app, however that is still a problem in Western markets. But it surely might nonetheless catch on, and if TikTok can crack the code, it might turn into a much more necessary consideration for a lot of manufacturers, in a short time.

Although there may be additionally the lingering danger that the app might be banned fully within the U.S. That is still a priority, however based mostly on what we’ve seen up to now, the U.S. Authorities is just not overly eager to maneuver to that subsequent stage, except it has to.

So if geopolitical relations bitter, then sure, TikTok might be a casualty, which it’s best to remember when constructing extra reliance on the app. However there are alternatives there, and if you will get it proper, it might drive vital curiosity in your model, whereas most of the approaches that you just be taught on TikTok may also be utilized to Reels, Shorts, and extra.

A whole lot of customers are spending numerous time within the app. And if that’s your goal market, that’s additionally the place it’s good to be.