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Brands are still figuring out how to best leverage the platform’s capabilities

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Story by Mike Agerbo

TikTok, the user-generated video content platform, is one of the fastest growing social media platforms in the world. According to an Insider Intelligence report, it’s expected to hit a whopping 750M users by the end of 2022, making it the third-largest social network worldwide.

Some brands have already found their way into the hearts of consumers by using TikTok. Notable among them are Duolingo and Chipotle. However, many other brands are still figuring out how to best leverage the platform’s capabilities to create awareness about who they are and what they do.

As a UGC platform, marketers can expect users to create their own content related to their brands – this organically increases the brand’s credibility and attracts new customers. On the TikTok for Business side of things, marketers can use in-platform features to increase engagement when sponsoring content as well as to easily partner with influencers. Some of the influencer-focused features the platform offers are:

Spark Ads: This is when an influencer makes their content available to the brand to promote it.

TikTok Creator Marketplace: This is a platform to connect with various influencers and have them create content for your brand and campaign (minimum investment required to use this feature).

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Keep in mind

Remember, TikTok is an entertainment video platform where people are looking for funny and interesting content that they can relate to – whether it’s a challenge, a recipe, or even shopping.

When creating content for TikTok, there are a few things the platform recommends you keep in mind:

Sound-on! Make sure your video has sound. This could be a music track, voice-over, or just someone talking to the camera, but it’s a must-have!

Keep it short and sweet. Shorter videos perform better. According to TikTok, the top-performing videos are between 21 and 34 seconds long.

Vertical is mobile-friendly. The vast majority of TikTok videos are shot in vertical format because people mostly use the platform on their phones.

How Can I Tell If My TikTok Account is Shadowbanned?

First off, what does it mean?
Shadowbanning is when your social content stops being visible to anyone but yourself without any official notification given by the platform. It may seem unwarranted, but it’s an effective way to keep spammers from spreading junk all over the community.

How do I know if my brand has been Shadowbanned?

First check the stats on the ‘For You’ page. If you notice a significant drop in engagement, try looking up your post by some of the hashtags you used. If it shows up under the hashtag search, you’re safe. If not, you’ve been shadowbanned. How do I avoid it? Even though TikTok’s Community Guidelines don’t officially mention the word “Shadow-ban”, the platform’s algorithm is designed to detect content that doesn’t follow the rules and appears spammy. So, the simple answer is to always follow the Community Guidelines and stay on the algorithm’s good side.

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Final Seconds

Brands need to be active to create meaningful connections on TikTok. Interact with other TikTok users, answer questions, and thank people who create content using your brand. Follow trends on the platform and add trending hashtags to your content. These simple things can make all the difference.

Mike Agerbo @MikeAgerbo. Your Digital
Living expert, host of @GetConnectedNow
TV, Radio and #TheAppShow.

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