TikTok originally launched back in 2017 and exploded into a viral platform at the end of 2019 and early 2020. Although it is more focused on individual content creators and casual users than big brands, using TikTok as a business is a great way to get your brand’s content/products/services in front of a wider audience. The TikTok For You page (FYP) acts as the ‘explore hub’ of the app and each user’s FYP looks different.
So, what is the TikTok For You page (FYP)?
TikTok is beloved for its in-depth, accurate algorithm which recommends content for each user, based on factors such as user interactions (your comments, likes, shares, accounts you follow, content you create), video information (captions, sounds, and hashtags), and – with a lesser weight of influence – device and account settings (your language preferences, country setting, and device type). This curated content is then shown on the “For You page” or FYP, the main page shown when you open the app.
Here’s a quick look at our FYP:
The first two videos are from creators filming their lives at work, incorporating funny dances and trendy sounds into their content. Despite coming from different industries than Giraffe Social Media, this content was shown to us as it is relevant and entertaining.
Next, we’re shown a paid ad for Amazon Prime Video UK. TikTok depicts paid content with a “Sponsored” label below the caption, “Promoted Music” as the sound label, and a call-to-action button at the bottom (in this case, “Learn More >”). This helps users distinguish which content reached them organically, and which content is paid.
Users can help train the algorithm by holding down on the screen and selecting “not interested” from the pop-up menu on videos they don’t like. As seen in the video, you’ll then be met with a message that says, “We’ll show you fewer videos like this from now on.” This feeds into the unique and personalised experience TikTok offers its users.
1. Capture high-quality content
Firstly, it’s important to make sure your video content is not blurry or low-quality, as this will hurt views and engagement. This goes for all social platforms in the modern-day due to increasingly good mobile technology, and TikTok is no exception. The strong focus on video content calls for high-quality visuals and audio (for when you’re not just using pre-existing sounds).
2. Put your own spin on sounds, filters/effects, and trends
While trend hopping rarely has benefits on other social media platforms, TikTok is a little different. TikTok moves extremely fast, and trends come and go all the time. That being said, with everyone jumping on trends at once, you’ll want to stand out from the crowd.
Put your own spin on popular sounds, filters, and trends to differentiate your content from the other content using those features/trends. Use trending dances and/or sounds to educate users on industry tips, or a fun filter to showcase your product.
Sounds have their own explore pages on which you can find every video which uses that particular sound. This is why using popular sounds is a great way to get your content in front of more people, and why putting a unique spin on the content will help you stand out from the many videos using the same sound.
The same is true for filters in that you can explore all videos made with a particular filter/effect by clicking on the filter’s name in the yellow label above the username.
3. Create engaging content unique to your brand
In addition to putting your own spin on existing trends, creating interesting and engaging content that your target audience will want to see is crucial to getting your videos on users’ For You pages. Don’t be afraid to try new things and experiment with content ideas.
For brands and business, one type of content people love to see is ‘behind-the-scenes’ as it gives them insight into the industry and company that they wouldn’t see anywhere else. While this concept is a trend, the content you can create by utilising this trend will always be unique as it features your particular business with your specific products, staff, offices, and more.
We practice what we preach here at Giraffe; check out one of our latest TikToks which talks the audience through a product photoshoot for a client.
This TikTok gives a behind-the-scenes look into how we do product photography for our clients and features a voiceover from one of our talented team members layered over a popular sound (Aesthetic – chilled_horse), which helps gain views.
4. Utilise trending hashtags
Alongside utilising trending/popular sounds, effects, and filters, you’ll want to utilise hashtags for your content. This will take some research to find out which niche hashtags are popular in your industry, as well as the broader terms to use such as “#CorporateTikTok” or “#SocialMedia”.
You may see #fyp or #foryou in content creators’ captions. These are the most popular hashtags on the app, with #fyp currently at 10126 billion views and #foryou at 7840 billion views (as of April 2021). As you can see, these hashtags come with incredibly high competition as most creators put them in their captions.
Using #fyp and #foryou in conjunction with more niche, relevant hashtags should increase your chances of appearing on the FYPs of your target audience.
5. Improve Your Content Accessibility
You’re more likely to get views and comments if you use accessibility features in your videos, such as closed captioning and the text-to-speech reader. Many users are hard-of-hearing or are simply watching on mute due to being in public or around other people, which makes closed captioning important for remaining accessible to more people and reaching a wider audience.
Make sure your captions or important on-screen visuals are not blocked by the video’s caption or the follow/like/comment icons to the right of the screen.
Adding TikTok to your social media marketing strategy can be daunting for first-timers, but we’ve got you covered. Follow our TikTok profile to stay in-the-know on tips and tricks for using the platform. If you’re ready to take the leap into the world of TikTok marketing, get in touch to see how we can help you.