Keys to optimise your branded content on Tiktok

TikTok has become one of the platforms on which all brands must have a presence, so today we tell you where this great network was born, how it works and some of the keys to optimise your branded content on it. You can't miss it!

where was TikTok born and how does it work?

TikTok was first launched in September 2016 in China under the name Douyin, which means "shake the music", a perfect name as this social network is based on sharing short music clips. It also only took 200 days to be developed.

Behind the app was none other than Chinese tech company Bytedance, whose most popular product is the AI-based news aggregator Toutiao, which has around 120 million users in China. Bytedance is also the company that bought Musical.ly for $1 billion in November 2017.

In terms of how it works, TikTok allows users to create, edit and upload 1-minute musical selfie videos, apply various effects and add a musical background. It also has some AI functions, and includes eye-catching special effects, filters, and augmented reality features. Similarly, almost all of the content on TikTok is entertainment, but there are also channels and information resources, such as the section dedicated to COVID-19, which compiles all the links to the institutional pages of various countries so that users can find out about the coronavirus in their language: from measures to avoid contagion, to what the symptoms are and what to do if they suspect they have the virus.

10 keys to help optimise your branded content on TikTok

Now that you've got a general understanding of how TikTok works, it's time to find out the key things that will help you get the most out of your branded content on TikTok:

1. combine your own content with content from creators for maximum impact. Both branded content and content made by creators generally work well individually. However, using them in the same campaign generates maximum impact on campaign recall. Also, a point not to forget is that local creators are proven to get better results.
2. allow creators to interact with the product and provide information about it. Inaddition to creating entertaining content, creators can share product information, such as usage tutorials, benefits, unboxing and/or other types of videos that help improve ad recall and brand engagement .
3. don't forget the music: include songs and combine them with voiceovers- videos that include songs with lyrics are more memorable compared to videos that don't have songs, i.e. only include music or jingles.
4. include a recognisable character to drive ad recall - content that includes characters, whether real people or animated characters, delivers a stronger brand impact than content that does not .
5. don't leave the brand at the end: include 3-5 brand cues. The general rule of thumb should be to include 3-5 brand cues including logo, product, sound cues, jingles or brand ambassadors.

6. use hashtags in your company's content strategy on TikTok. Hashtags allow you to discover and create communities around a common point: a theme, an idea, a challenge, etc.
7. use advertising through TikTok Ads for businesses. To create an advertising campaign, you have the following 5 configurable ad formats through TikTok Ads: In-feed (biddable ads or native ads), Brand takeover, Hashtag challenge and Branded lenses.
8. measure the engagement of your company's content on TikTok. It is essential to measure the engagement of the content published on TikTok, as by knowing the engagement rates you can make decisions that allow you to improve the content to connect even more with your audience.
9. apply informality: To create authentic and informal content you don't need many tools. Doing so is a simple task because the platform offers many facilities to create content. Keep in mind that to entertain your audience you will need a bit of imagination and creativity.
10. put a good profile picture. Finally, another of the most important features to optimise your company profile on TikTok is to have a good profile picture, as it is the most visible and important thing as it is the image they will see once they enter your name or user in the search engine. So it is recommended that if the profile belongs to a company or brand, its profile picture has the corporate logo, so that different users can quickly identify the profile. This is one of the keys to TikTok for companies.