The TikTok Takeover

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    TikTok, the app that brought millions together when everyone was forced to be apart. Whether it was Charli D’Amelio's infectious dances or Nathan Apodaca, better known as DoggFace, cruising down the highway to Fleetwood Mac’s “Dreams,” there's a niche for every individual within the app's diverse community. TikTok is swiftly exceeding the benchmarks of other competing apps, making it the perfect opportunity for businesses to market with. But businesses first need to understand how TikTok has become one of the most popular apps in the app stores. 

    As I mentioned in my social media workshop recap blog post, TikTok’s algorithm differs from that of Instagram or Twitter. It works from negative feedback, meaning it monitors how long you interact with a video, comment or sound. The program delivers a video to your For You Page based on the videos you are most interested in, or at least the ones you’ve shown the most interest in. The following aspects help drive a user’s algorithm: 

  • User interactions: As mentioned before, any videos a user likes, shares, comments on, follows or creates will be noted as something they’re interested in. However, the strongest part of user interaction is the video completion rates which asses how long a video is watched and how many times. The longer and more times a video is watched the more it will be pushed to other people's For You Pages.

 

  • Video information: It’s exactly as it sounds. The hashtags, sounds and captions that make up the video also help determine the algorithm. If users search or interact with videos with certain hashtags or sounds, they’ll be pushed more videos that are just like them. 

 

  • Device and account settings: Nothing crazy here, just simply the preferred language the app is in, the country setting and the device type the user is using. 


    If businesses want to succeed on TikTok and grow their reach, they need to first start understanding howthe app works so they know how to use it to their advantage. Some of the world's most recognizable brands are thriving on TikTok because they understand how to use the platform to their advantage. “The Washington Post” uses the app’s short video lengths to create humorous yet informative videos about events happening around the world. They know that not everyone is reading the articles published in actual newspapers so they brought the articles to the people, and made them eye-catching and enjoyable to watch.     


    Even though it’s already one of the world’s most popular platforms, TikTok continues to grow every day. With an audience as big as 1.051 billion people, it’s the perfect place for businesses to connect with customers and meet new ones; they just have to learn how to use the app to their advantage. 

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