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The Brand’s Guide To Going Viral On TikTok


TikTok is one of the fast-growing social media platforms over the past few years. It has about 732 million active users worldwide, making this platform an excellent marketing tool for your brand.

Originally founded in China by Beijing ByteDance Technology Co. Ltd, TikTok has recently been outgrowing other video apps such as Instagram and Snapchat. TikTok’s unique features are what attract many users from different backgrounds to use the app.

Recently, more brands are considering using TikTok to build a strong fanbase and reach out to a broader audience, especially younger generations. Users from Gen Z love sharing and promoting videos to their peers. So, when you’re popular on this platform, it’s more likely that you will see a surge of traffic to your business’s official page.

Onboarding in the “For You” Page

Unlike a standard social media feed that users can find on their accounts, TikTok uses the “For You” page to feature popular videos. This feed is specifically curated for every user to enjoy the content they like or often engage with, not just videos from accounts the user is following.

The “For You” page is quite similar to the Instagram Explore page, where people can find interesting content from different creators. However, TikTok’s page is more accessible, as it’s placed as a primary feed instead of a secondary page like Instagram Explore.

Getting on a “For You” page means that your content is viral already. Your videos are already reaching people who are interested in your niche.

Quick Tips to Get Your Content Popular

It isn’t easy to get videos viral overnight. Either your content is unique and interesting, or aligns with current trends, because keeping up with hot topics allows you to get discovered easily.

1. Participate in Hashtag Contests

One of the fastest ways to land on a “For You” page is to make content matching videos people love at the moment. You can tap into this strategy by including popular tags or joining in on a specific hashtag challenge. This will help people discover your videos quickly.

However, make sure not to overcrowd your video content with too many hashtags. Overusing hashtags won’t help you land on the “For You” page and you’ll have a hard time optimizing audience engagement.

You can also customize video content in hashtag challenges with your brands. Swimwear brand Jolyn Clothing often posts its own takes on popular dance trends and hashtag challenges like the viral “Blinding Lights” dance.

Screenshot of TikTok dance video

2. Take Advantage of TikTok Influencer Marketing

Influencer marketing is crucial today. Since influencers have a devoted fanbase, using their services will help you build a new audience. Just like any other platform, TikTok has its own big names to consider, like Zach King and Charli D’ Amelio. However, collaborating with smaller-scale TikTok micro-influencers is beneficial because these creators often have more focused and engaged audiences who are interested in particular topics.

Look for influencers who are already popular in your industry, and take the time to find the best one for your brand. You can also use a CRM platform like Pixlee’s to discover influencers that align with your brand audience and values.

Influencer promotions, including mentioning your product name or tagging your account, are essential in ensuring traffic. Influencers have a strong influence on their audience, so every action or word will count much for your campaigns.

Alo Yoga partners with both lifestyle and yoga-specific influencers to showcase their new products in unboxing and outfit inspiration videos.

Screenshot of TikTok unboxing video

3. Make a Pro Account

If you’re serious about marketing on TikTok, consider opting for a pro account instead. Having a pro account will help you connect with your target community better and may increase your odds of ending up on more “For You” pages.

Signing up for this account also gives you more access to TikTok tools, enabling you to track and analyze your video performance. You can then see the metric of every time posting on this platform.

4. Opt-In for Ads

Lastly, you can always use TikTok ads to optimize your video content. Unlike the organic strategy that takes you some time experimenting with the right content, the ad platform allows you to fast-track your video to reach out to many people.

The following are current options that you can choose from TikTok.

  • Top View: take your content to TikTok’s premium real estate
  • Brand Hashtag Challenges: encourage users to participate in your campaign
  • In-Feed Ads: take you to the ‘For You’ page
  • Branded Effects: give a creative and fun visual experience for your brand

TikTok is a great place to grow your business from scratch. The massive active user base on this platform will help you create an audience that converts.

If you want to go viral on TikTok, make sure to focus on your content creation efforts around what is trending in the app. This includes using hashtag challenges, taking videos of customers, creating unique and clever challenges for users to participate in, and applying popular filters with other brands or influencers within the community.

By following these guidelines, you can create a marketing plan to help you land on the ‘For You’ page and get viral in a short time.

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

Twitter: @breadnbeyond

Email: andre@breadnbeyond.com

LinkedIn: https://www.linkedin.com/in/andreoentoro/

Special thanks to our friends at Pixlee for their insights on this topic.
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