Watch our hour-long Master Class with Nonsensical’s Head of TikTok, Nat Brereton and Head of Partnerships, Melina Lee to learn why and how to find the right niche or ‘Tok’ for your brand’s audience and optimise your content for organic success on TikTok.
Watch the replay and check out our summary below.
Knowing who your audience are, is one of the fundamentals to finding your ‘Tok’.
Your approach to TikTok should be 100% audience led as TikTok is more geared towards users genuine interests.
The reason finding your ‘Tok’ is so important is, the TikTok algorithm will show your content to a test group of around 300-500 viewers, and they will not interact with your video if it has nothing to do with them or does not interest them.
This is why it’s vital to follow and interact with accounts in your niche. Look at what they are resonating with and fully embrace it. This will help boost your discoverability and help place you in the correct ‘Tok’.
It’s about talking to the right people but also keeping them engaged so they continue interacting with your videos.
Find confidence in explaining the importance of finding your ‘Tok’ to company or brand you work for or your client.
The main advantage to sitting in a Tok is you are targeting the people that you want to see your videos and this encourages greater community growing and you having that brand awareness and hype.
You want to own the Tok your sitting in and this will only happen through your commitment to analysing your audience and optimising your content so it stands out.
This is not something that happens over night. It can take months to find a niche and a style that earns you that community engagement.
It requires a great deal of analysis as to what your audience are in to, what interests them and what they’re interacting with. It’s all about commitment to the journey and the key here is resilience.
Don’t get despondent. Continue to test and learn and trust that your creativity and commitment will eventually become a success and TikTok will eventually start ranking you in that ‘Tok’.
Note that if something doesn’t work, you can always try it again!
Train the TikTok algorithm to recognise the content and audience you’re interacting with to help place you in the right ‘Tok’.
For example, if you want to be in Travel ‘Tok’, you might be following and interacting with travel influencer videos or airlines.
This trains the algorithm to recognise that as you’re interacting with a lot of travel content, they will see it’s likely your content is also in Travel ‘Tok’ and in turn will help your content to go out to the right audience.
Test and try TikTok’s latest features as they are introduced. For example, TikTok are massively pushing carousels right now, which is a chance for you to gain recognition and carousels are also a great way to show your brands personality that will resonate with your audience. Add music/ text or tell a story for optimum results.
In terms of TikTok SEO, it’s important for TikTok to recognise and understand what your video is about.
Adding captions in-app will boost visibility and give your content a better chance for cut-through and will help your video rank better in your niche as TikTok will know exactly who to push it out to.
Authenticity is crucial for success on TikTok. Ensure the content you produce stays authentic to your brand as well as your audience.
This will enable you to show a different side of your brand, which can help you connect with your audience on a deeper level and build a community within that niche or ‘Tok’.
Be consistent with your posting, don’t let it go stagnant. This can be 3 times a week if that’s all your brand has the resources for, as long as you are consistent as this helps to train the TikTok algorithm.
Test optimal posting times to reveal patterns and analyse when your audience is the most engaged.
If you’re confused about getting started or want some help with what you’re doing on TikTok at the moment, give our TikTok Marketing page a read for some more tips and options to help your brand succeed on TikTok.
There are also a number of FREE resources from TikTok themselves. Check out their TikTok Academy, Creator Marketplace and TikTok Creative Center.
Additionally, if you are struggling to convince key stakeholders to invest in TikTok, show them some of these stats. You can thank us later!
Watch this space for more webinars about TikTok success!
