Chapter 11: Marketing on TikTok

Chapter 11 of Charello’s Essentials of Social Media Marketing covers marketing on TikTok. TikTok is only five years old, but it has been growing extremely quickly. In its first year in China, TikTok amassed 100 million users. However, it was limited to just the Chinese market. In August 2018, TikTok and Musical.ly merged to become available worldwide. TikTok became the third most downloaded app in the world by October 2018. This growth has continued into 2020 and beyond. TikTok was the most downloaded app of 2020 with 850 million downloads. As of January 2021, TikTok has 689 monthly active users. These users are fairly evenly split with a 51% male and 49% female userbase. The vast majority of TikTok users are younger, with 69% being between the ages of 13 and 24.

TikTok videos are optimized for full-screen, vertical viewing. Each video is made up of three primary components. The first is the video. The video can be anywhere between 15 seconds and three minutes long. The video should tell an interesting story to keep viewers interested. For example, dancing, education and tutorials are common themes. The next component is the sound. Users can create their own audio tracks or select one from a library of existing sounds. Sounds encompass all audio components to a video, like music, singing, voiceovers and commentary. The last component to a TikTok post is the details. The details are where a text description of a post can be included. Relevant hashtags should be included in the details of posts.

The TikTok algorithm has a few major factors in terms of what videos are shown to users. The first is user interaction. The more users interact with a video, the more likely that video is to be shown to other users. Interactions include shares, follows and comments. However, the strongest factor is completion rate. This refers to how much of the video users watch. A video is more likely to be shown to other users the longer the video is watched. The next factor is video information. This includes sound, caption and hashtags. Users are likely to be shown videos with similar sounds and hashtags to videos they have watched and interacted with in the past. The last factor is device and account settings. TikTok will use the language preference, country and device type to tailor video recommendations for users.

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