{"id":4859,"date":"2022-10-25T10:31:17","date_gmt":"2022-10-25T08:31:17","guid":{"rendered":"https:\/\/ctakomunikacije.hr\/?p=4859"},"modified":"2024-12-03T11:50:08","modified_gmt":"2024-12-03T10:50:08","slug":"big-challenges-and-even-greater-opportunities-for-brands-on-tiktok","status":"publish","type":"post","link":"https:\/\/ctakomunikacije.hr\/en\/big-challenges-and-even-greater-opportunities-for-brands-on-tiktok\/","title":{"rendered":"Big challenges and even greater opportunities for brands on TikTok"},"content":{"rendered":"\n

With 1 billion active<\/a> users in 154 countries around the world, TikTok is one of the most popular platforms in 2022. According to start.io<\/a> statistics<\/a>, approximately 134,160 people in Croatia have TikTok, and most of them belong to Generation Z (75.9%). Although they make up the largest user base in the world, TikTok is becoming more and more popular among other age groups as well.<\/p>\n\n\n\n

One of the reasons is that all generations love quick entertainment, and this is exactly what TikTok is about. In addition to members of Generation Z (which even replaces Google’s search engine by TikTok<\/a>), TikTok was soon embraced by millennials and boomers, and an increasing number of celebrities, influencers and brands are coming to get their own share of the pie. It is expected that the presence of companies and brands on TikTok will continue to grow rapidly in the coming years.<\/p>\n\n\n\n

TikTok algorithm enables success overnight<\/strong><\/h2>\n\n\n\n

Short videos<\/a>, as a specific format of TikTok, have an unbelievable potential to go viral regardless of the user’s current ‘status’.<\/p>\n\n\n\n

Videos on that platform have more engagement than those on Instagram <\/a>or YouTube, and it is not uncommon for videos from TikTok to spill over to other networks. In addition, TikTok shows the best results in organic growth and that is why it seems to be a meaningful destination for anyone who wants to present their products or services.<\/p>\n\n\n\n

The application is rapid and a bit chaotic at first because it combines elements of Spotify, Vine and Snapchat into one network, which serves algorithms to users exactly what they want to see. And while more and more people have been complaining about Meta’s algorithms for years<\/a>, the TikTok algorithm has been accepted by everyone as the main feature of the application because it creates the impression that it perfectly recognizes interests. As many as 90% of users access the application daily<\/a>, which is a significantly higher percentage than the 62% of those who regularly connect to Facebook.<\/p>\n\n\n\n

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Source: TikTok<\/figcaption><\/figure>\n\n\n\n

There are two main feeds \u2013 the default ‘For You’ and ‘Following’ which contains uploads from people the user follows. Videos that are trending or that are being tested by TikTok can be found on the FY page.<\/p>\n\n\n\n

When a user shares, adds under Favourites, likes or spends a certain amount of time on a video, the algorithm receives feedback on how it attracts attention and then serves it to an ever greater number of users. If there is no engagement on the video at the start, it stops showing on the For You page.<\/p>\n\n\n\n

Profiles with a large follower base may find it easier to end up on the main feed precisely because they have a loyal follower base that insatiably seeks out more similar content. However, everyone has the opportunity to join and create their follower base by creating content that appeals to the target audience.<\/p>\n\n\n\n

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Source: TikTok<\/figcaption><\/figure>\n\n\n\n

As stated by TikTok<\/a>:<\/p>\n\n\n\n

\u2013 You may come across a video in your feed that does not seem relevant or that has not garnered a huge number of likes. Adding variety of videos to your \u2018For You\u2019 feed gives you additional opportunities to stumble upon new categories of content, discover new creators, and experience new perspectives.<\/p>\n\n\n\n

The easiest way to reach your target audience is through the use of niche hashtags, and the use of trending sounds or effects further increases the chances of content distribution. Fortunately, TikTok provides all the information you need about current trends<\/a>.<\/p>\n\n\n\n

How to approach TikTok as a brand?<\/h2>\n\n\n\n

Brands can create their business profile and promote services on their own, or hire content creators who have already built a following. Unfortunately, advertising is still not available<\/a> in Croatia.<\/p>\n\n\n\n

TikTok’s suggestion<\/a> is to post once to four times a day, and some of the most successful companies (those with 10,000 or more average views per post) create a new video on average three times<\/a> a week.<\/p>\n\n\n\n

Examples of global brands that have harnessed the organic power of TikTok<\/strong><\/h3>\n\n\n\n