Yuzer Group shows its commitment to staying at the forefront of the digital marketing world by launching TikTok Consult, a service designed to help businesses position their brands and drive sales on TikTok—the fastest growing social network today. We spoke with Maurice Delcourt, Managing Partner at Yuzer Group, to learn more about how businesses can leverage the power of TikTok.
Photo: Maurice Delcourt, Managing Partner at Yuzer Group / Credits © Yuzer Group
Could you start by explaining what TikTok is used for?
TikTok is a social media network that is optimised for creating and sharing videos on mobile. People have short attention spans and they want content that is entertaining, short-form and easily consumable on the go. Video meets all of these criteria. Of course, users can share videos on other social platforms like Facebook, LinkedIn or Instagram but unlike TikTok, these platforms aren’t optimised for video-sharing.
TikTok makes it easy for users to produce videos, but it’s about authentic content and effective storytelling. That’s what brands need to focus on to be successful on TikTok.
What are some of the advantages of using TikTok compared to other social media channels?
TikTok’s main advantage is the huge organic reach potential that the network currently provides. On more established platforms it is very difficult to reach a large number of users without paying for ads. On TikTok, you can get thousands or even millions of views with zero budget. As an example, the first video we published on TikTok received over 3.7 million views, despite the fact that we had almost no followers.
Being an early adopter will also give your brand a competitive advantage; by the time your competitors get on the platform you will have already gained a good understanding of the platform and its algorithm.
“Right now, I would say that if your company targets Gen Z, TikTok is where you need to be.”
TikTok is mainly used by younger generations. Would you still recommend to brands with older audiences to get on the platform?
It’s true that TikTok is currently primarily used by the Generation Z. But we’ve seen the same shift happen on other channels like for example Facebook or Instagram; younger generations tend to be early adopters and after a while, older generations start using it too.
Right now, I would say that if your company targets Gen Z, TikTok is where you need to be. And if you target older generations, it’s the perfect time to experiment with the platform so you’re ready when your audiences make the shift.
You mentioned that TikTok is all about authentic storytelling. What are the key elements of good storytelling for brands?
Storytelling is an effective way for brands to showcase their expertise and communicate what they offer, but without being pushy. Because marketing shouldn’t only be about pushing your message out. Adding value to your audiences and communicating how you impact the world tends to be a much more effective approach.
When it comes to storytelling, it’s important to be clear on your values and unique strengths. Once you’ve defined these elements, try to relate them to a specific challenge your audience is facing and then combine all of these aspects into a clear story.
“TikTok is still relatively new so there’s no tested formula for brands yet.”
How does the TikTok algorithm decide which videos go viral and which don’t?
The primary indicator that determines whether or not a video goes viral seems to be the amount of time users spend watching the video. The number of likes, comments and shares are still valued by the TikTok algorithm, but to a much lesser extent than on other platforms. That’s why storytelling is so important to TikTok.
If you want to learn more about how the TikTok algorithm works, you can read our blog post on this exact topic. Watch the video.
What’s your top tip for companies who want to get started on TikTok?
I would say start by spending some time on the platform to get familiar with the current trends and with the type of content being posted. When you’re ready to create your first video, focus on providing value to your audience through storytelling. Start generating views, gaining followers and understanding the community that watches your videos. Second, focus on reaching the KPIs that you have defined for the platform and lead traffic to your conversion generating channels (website, for example).
And remember that TikTok is still relatively new so there’s no tested formula for brands yet. If you’re overwhelmed with this new challenge, we at Yuzer Group are more than happy to advise you for your channel’s strategy, coming up with creative ideas and helping you create effective videos.