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Social Media Marketing for Beginners: TikTok

Introduction

Welcome back to my channel! If you're new here, I'm LaTasha James, a social media marketer with years of experience in agencies, in-house roles, and now as an entrepreneur. Today, we're diving into the world of TikTok in this installment of our series on social media marketing for beginners. Before we jump in, I’d love for you to join my upcoming free master class – the link is in the description below. Also, make sure to subscribe to catch the rest of this series, as the next video drops on Friday. Let’s get started!

An Overview of TikTok

Let’s address the elephant in the room: TikTok isn't my favorite platform, as I primarily utilize YouTube for lead generation. However, the platform is rapidly growing, and I’ve begun experimenting with it. A lot of the content I produce for YouTube and platforms like Instagram and Twitter can be repurposed for TikTok fairly easily.

In 2021, TikTok was the most downloaded app worldwide, boasting 656 million downloads. In the U.S., around 43% of users are between 18-24 years old, and 32% are between 25-34. This counters the misconception that TikTok is only for the younger generation; statistically, there's potential for businesses to reach a broader audience on the platform.

TikTok is a short-form vertical video platform that has expanded its capabilities, allowing videos of up to 10 minutes and live streaming features. The excitement surrounding TikTok stems from its trendy and dynamic algorithm, which encourages creativity and engagement with non-stock music—setting it apart from platforms like YouTube.

Setting Up Your TikTok Profile

To optimize your TikTok account, start by choosing your username. It should ideally be your name or business name, and remember that usernames are limited to 24 characters. If your preferred username is unavailable, try adding an underscore, a period, or a filler word.

Your TikTok bio must be concise, as it has a character limit of 80. Follow the same principles used for Instagram bios: who you are, what you do, and your unique value proposition. For example:

  • Vintage fashion marketer educating through entertainment
  • Makeup for mature women of color, online and in-store
  • Social media manager for socially conscious e-commerce

You can also include a link in your bio if you have a business account, keeping in mind the limitations regarding certain trending sounds.

When it comes to your profile picture, opt for something casual—a high-contrast selfie or an engaging image that reflects your brand. It’s important to ensure that your image is identifiable at icon size.

Understanding TikTok’s Algorithm

TikTok’s algorithm focuses on user engagement rather than solely following lists. The For You Page (FYP) curates content based on individual user preferences, leading to the potential for a single TikTok post to reach thousands of unconnected users. This emphasizes the opportunity for reach beyond your follower count—focus more on creating individual content pieces, rather than worrying about overall feed cohesion.

Key Features of TikTok

  1. Video Lengths: TikTok started with a 15-second maximum, but now supports videos of 60 seconds, 3 minutes, and even 10 minutes. It’s advised to create content with flexibility in mind, opting for a longer time limit than necessary.

  2. Live Videos: Available to those aged 16 and over with 1,000 followers, live videos allow for real-time interaction with your audience.

  3. Sharing Content: TikTok makes it easy to share videos within the app or export them for repurposing on other platforms like Instagram. Tools like Snap Tik can help save videos without watermarks.

  4. Trending Sounds: Engage with trending sounds to keep your content relevant. However, be aware that certain sounds may not be available if you have a business account.

Building a Content Strategy on TikTok

Starting with your end goals is essential. For businesses, consider metrics that align with your sales targets or brand recognition. Creators might prioritize reach and follower growth.

Your content types should reflect your brand values and goals. For example, here are a few content ideas to consider:

  • Quick Tips: Share essential reasons why customers might need your product.
  • Tutorials: Create short guides using your offerings to enhance customer confidence.
  • Behind-the-Scenes Content: Authentic glimpses into your day or business build transparency.
  • Entertaining Skits: Engage your audience with fun content that aligns with TikTok’s light-hearted nature.

Posting Frequency

TikTok recommends posting one to four times a day, but what matters is what you can sustainably manage. Even with fewer posts, you can achieve growth on the platform. Personally, I post once a week but stay flexible and ready to adapt when necessary.

Monitoring Performance

Regularly check TikTok analytics to assess engagement and performance. Familiarize yourself with metrics like video views, profile views, likes, comments, and shares. This data is crucial for tweaking your content strategy to engage your target audience better.

I hope this deep dive into TikTok helps you get started with your social media marketing journey. Don't forget to join my free live master class linked below, and I look forward to seeing you in the next installment on Friday!

Keyword

  • TikTok
  • Social Media Marketing
  • Content Strategy
  • Video Length
  • Engagement Metrics
  • Live Videos
  • Profile Optimization

FAQ

What kind of content works best on TikTok?

The best content types include quick tips, tutorials, entertaining skits, and behind-the-scenes glimpses. It’s essential to create content that aligns with the platform's light-hearted tone.

How often should I post on TikTok?

TikTok recommends posting from one to four times daily. However, it’s essential to find a posting frequency that is manageable for you, as consistency is more effective than frequency.

How does TikTok’s algorithm work?

TikTok’s algorithm is driven by user engagement, focusing on what users enjoy instead of whom they follow. Content can reach new audiences based on engagement metrics.

Can I use TikTok for business?

Yes! TikTok can be an effective platform for businesses to increase brand awareness, engage with potential customers, and drive sales when executed strategically.

How can I monitor my performance on TikTok?

You can monitor your performance through TikTok's analytics feature, which provides data on engagement, views, likes, and the source of your video traffic.

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