In the ever-evolving landscape of social media, one platform has emerged as a true phenomenon: TikTok. With its unique approach to short and creative videos, TikTok has quickly become a focal point for both entertainment and business opportunities.
In 2023, TikTok reached an impressive milestone of 1 billion monthly active users. In Brazil, the app boasts 82.2 million users aged 18 and older, making it the second-largest user base of the app, behind only the United States. Globally, TikTok has 700 million daily active users.
As for the demographic of users, the majority are between 18 and 24 years old, followed by 17.6% of women and 13.6% of men aged 25 to 34 years old. These data demonstrate TikTok’s wide reach across different generations, reinforcing its role as a truly universal social media platform.
These statistics highlight TikTok’s growing popularity and its potential as an effective marketing platform. Whether you are a content creator seeking to reach a broader audience or a company looking to connect with potential customers, TikTok offers a unique opportunity to engage with a diverse and engaged global community.
But does engagement on TikTok differ from other platforms?
In this article, I will explore essential strategies for maximizing engagement on TikTok, highlighting the role of creators and brands in this ecosystem.
The Key Metric
The heart of engagement on TikTok is video retention. Unlike other metrics such as likes or shares, video retention measures the time a user spends watching a video.
Studies by TikTok itself show that 73% of users consider the platform a place for entertainment, making retention time even more crucial. This means that the first impression is vital.
TikTok’s retention rate is measured by video viewing time and the number of followers.
The first three seconds of a video on TikTok are crucial for capturing the viewer’s attention due to the platform’s fast-paced and dynamic nature. TikTok is known for its short videos, typically ranging from 15 seconds to one minute. This means that users are constantly scrolling through the feed, quickly moving from one video to the next.
The Power of Creators
In the TikTok universe, creators are the backbone. They generate unparalleled brand buzz and drive engagement.
According to data from the platform itself, videos made by creators generate up to twice as much engagement compared to other types of content. The secret lies in authenticity: creators understand the platform’s language and communicate naturally with the audience.
The TikTok language is unique and distinct, shaped by its user community. I bring some points that can help better understand this language:
- Authenticity: TikTok users value authenticity. They respond to genuine and personal content rather than highly produced videos. This allows creators to be themselves and connect with the audience on a more personal level.
- Creativity: The platform encourages creativity and originality. Users are encouraged to create their own content rather than simply sharing others’ content. This leads to a wide variety of videos, from dances and challenges to tutorials and life hacks.
- Short video format: Videos are short, usually 15 to 60 seconds long. This means that creators need to be able to capture the audience’s attention quickly and keep it throughout the video.
- Use of hashtags and trends: TikTok uses hashtags to categorize content and highlight trends. Participating in these trends and using relevant hashtags can help creators to reach a larger audience.
- Use of music and sound: Music and sound effects play an important role in creating TikTok videos. Many videos are created around popular music clips or viral sounds.
Understanding and using the platform’s language can help creators increase their engagement and reach a broader audience. That’s why videos made by creators who understand this language generate up to twice as much engagement.
The role of creators is so significant that TikTok has launched the Creator Portal, a platform that provides many resources for those who want to become creators and for those who already create content and seek to enhance their strategies to increase their earnings.
The TikTok Creator Portal is divided into six learning categories:
1- Getting Started on TikTok: Guidance for new users on how to start using TikTok.
2- Tools for TikTok Creation: Detailed explanations on how to use specific app features.
3- Fundamentals for Success: Tips and strategies for increasing engagement and growth on TikTok.
4- TikTok Content Strategy: Guidance on planning and executing an effective content strategy.
5- Community Guidelines and Safety: Information on TikTok community rules and how to create safe content.
6- Earning for Creating: Information on how creators can monetize their content on TikTok.
These resources help creators better understand the platform and create content that resonates with the TikTok audience. Additionally, the portal also provides information on how creators can make money from their videos, which may include brand partnerships, tips on live streaming, and participation in TikTok’s creator fund. Therefore, the Creator Portal is an essential destination for creators of all levels.
Effective Content Creation Strategy
Creating engaging content is the key to winning over the audience on TikTok. The “beginning, middle, and end” format is a solid approach.
- In the first few seconds, present an intriguing message that stimulates curiosity.
- In the body of the video, tell a story naturally, as if you were speaking directly to the viewer.
- At the end, encourage a clear CTA (call to action), such as a click, a comment, a visit to the website, or even downloading an app.
Entertainment that Sells
In summary, TikTok is a platform where entertainment and business converge in a remarkable way. Video retention, the central role of creators, and the creation of authentic content are essential elements for driving engagement. Whether for brands or individual creators, the key is to sell through entertainment and leverage these unique opportunities that TikTok offers.
In my opinion, TikTok offers a way to connect with the audience in ways that other platforms cannot. The key to success on this social network is to understand that selling products or services should be done through entertainment. This means creating content that is fun, engaging, and authentic.
TikTok is more than just a video-sharing platform. It is a space where creativity, authenticity, and entertainment come together to create a special experience for users and creators. Leveraging these opportunities can open up new possibilities for brands and creators.
José Antônio
— Marketing Analyst