Last week our digital team attended the live TikTok Thrive event and boy, do we have some exciting insights to share! TikTok can be a daunting space for many business owners to navigate, but we’re here to share the hottest tips about the platform and guide you towards creating more authentic, on-brand content.
One of the most crucial factors—perhaps the most crucial—highlighted the essence of TikTok as a platform.
TikTok is an entertainment platform, not a social media platform.
Read that twice if you must. The app is designed to entertain audiences, keeping 95% of 18–35-year-olds and almost half of all adults in Australia scrolling on the app for 2 hours every day. It is no wonder that TikTok currently has the highest engagement rates among its competitors, thanks to its strong community focus.
With consumer behaviours shifting, many businesses will witness the benefits during the upcoming shopping season. Despite consumer confidence wavering due to the increasing cost of living, online retail sales are predicted to see a significant increase, with 1 in 2 TikTok users planning to splurge more during shopping seasons.
Businesses who are actively building this community are driving conversions from discovery through to purchase. Users are now relying on TikTok as a search engine, skipping the google search and receiving direct, helpful results in seconds. Using keywords for discovery will place your content at the fingertips of your target customers.
Creativity drives 75% of campaign success on TikTok, but we understand that it can be challenging to deliver innovative content for your business. Utilising brand cues, attention triggers and creating a call to action are essential for capturing your viewer in the first few seconds and can positively impact engagement.
The TikTok Creative Center provides inspiration, trends, and creative tools as a free resource for ideation. Plus, the app has recently introduced TikTok Symphony – an AI powered assistant which can create impactful content ideas, so you don’t have to.
So, you’ve maximised your content and now it’s time to run ads on the platform. With changes in cookie tracking and privacy, it can be difficult for businesses to track customer behaviours on other search engines. TikTok has designed their TikTok Pixel, Events API and Advanced Matching to help businesses achieve results and boost conversion rates across campaigns. Audience testing is your friend – don’t skip it.
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