Quick Start Guide To Grow Your Brand With The Power Of TikTok Even With Zero Followers
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I want you to imagine for a moment a magical platform where you have no followers, share your first post, and have a million views in 24 hours or less. Sounds unbelievable, doesn’t it? That is the current power of TikTok, and many small and local businesses have experienced the sudden impact of a viral post on the young platform.
Of course, those businesses didn’t know what they were doing. They didn’t plan for it, and they didn’t optimize the sudden and fleeting attention. Now imagine if it was part of a well-designed brand building strategy that was created to fully optimize that attention, all while pretending you were surprised by the sudden TikTok virality of your business. It’s a strategy that you can use, and I’m going to teach you exactly how.
We’re going to discuss how the secretive but all-powerful TikTok algorithm works and how you can use this newfound knowledge to create and launch your own viral videos successfully. I’m also going to share with you exactly why TikTok is one of the best platforms to develop and build brand awareness. And with widespread awareness comes customers.
What Exactly is TikTok?
TikTok is a video sharing app where people can shoot, edit, and share videos up to one minute long. For those of us who remember the formerly popular site/app called Vine – TikTok is merely the next incarnation of Vine for a new generation of users.
Users upload and create their own videos, varying from lip-syncing to dances, epic transformations, instructional videos and so much more. And with over 800 million active users (and they are highly active), TikTok is nearly the 1 billion users that Instagram presently boasts.
Now before you make any assumption regarding TikTok’s demographics, it needs to be said that like all social platforms before it, Facebook and Twitter included, teens made it a household name but with over 1.5 billion downloads the average age of the TikTok user has risen considerably.
While Gen Z still makes up the largest demographic, users of all ages have embraced TikTok, turning the video-sharing app into a global social mega force. This transformed it from the Vine of Gen Z to a full-fledged marketing machine for emerging brands and established corporations alike.
Is TikTok Right for Your Brand?
The great thing about TikTok is that it really has become a space for everyone. With so many users around the world who have so many interests, there’s an audience for any niche.
This means that your business, regardless of your buyer persona or hyper-targeted demographic, can share your products and services with new audiences in exciting and creative ways.
Key Differences Between Instagram and TikTok
While the social apps are similar, it is their differences where the power of TikTok really takes hold and creates new opportunities for businesses. I think of TikTok as the Instagram for the mobile video age, where content is more important than image. I’ll explain.
When you post to your Instagram feed, it has to be high content and the aesthetic strongly matters. You wouldn’t (and shouldn’t) post a dark, grainy amateurish photo to your brand’s Instagram feed. Photos and videos on Instagram must be at or extremely near professional quality.
In comparison, on TikTok you’ll see a ton of viral content that looks like it was recorded in the basement of a parent’s home. In fact, professionally created videos don’t do well on TikTok as they come across as commercial and TikTok users are only interested in, what is perceived as, raw content.
On the TikTok platform, it’s the content of the video that matters and not the overall appearance. Simply put, content is king and queen and no one cares that you uploaded a video you spent two minutes on without professional lighting. In truth, that type of raw video will get more views and shares than what appears to be a commercially produced brand video. If that’s what TikTok users wanted, they’d still be flooding Instagram.
The other major difference between TikTok and Instagram can be seen in the For You page.
So just like Instagram, TikTok is divided into two main feeds.
They have the For You page and the Following page.
The main screen you see when you open the app is called the For You page, which is basically the equivalent of Instagram’s Explore page. With one noticeably big difference, and it’s this difference that makes TikTok a more valuable platform for brand-building.
On the For You page, you’ll find a constant stream of new trends and videos that the TikTok algorithm thinks you will like. And this is where people spend most of their time in the app.
In comparison, on Instagram, people spend much of their time on their Instagram feed, looking at content from people that they follow. Only occasionally will they go look at their Explore page to find new content.
But on TikTok, it’s the complete opposite.
People are spending most of their time on the For You page consuming content from people they follow and people they don’t follow equally.
And then sometimes they’ll go and look at their Following page featuring to watch videos from people they do follow.
It’s this huge change that makes TikTok such a powerful platform. TikTok forces users to watch new content from people and brands they would never engage with on Instagram.
If you’re just getting started with TikTok, luckily the app is super easy to navigate.
So while the apps have a lot of similarities, there are a few key factors that set them apart.
And therefore, it’s surprisingly easy to have zero followers and post one video and quickly get a million views. On TikTok, you simply don’t need followers to have your content seen.
The For You Page on TikTok
Scrolling through TikTok’s For You page, you’ll find an assorted variety of content dressed in Gen Z humor. After all, it’s the Gen Z generation that first embraced TikTok. The most popular videos all appear very amateurishly made (even when a professional content creator or influencer has a team making them) and include lip-syncing, skits, dancing, and plenty of cringe worthy but entertaining loops.
Since the videos are so short, it’s easy to fall into the just one more video mindset and keep scrolling endlessly. While there may not seem to be too much purpose behind most of the content, the videos are extremely addictive and can easily go viral within hours.
TikTok Has A Superior Mobile Video Editor
As a mobile first platform, the TikTok video editor is, not surprisingly, very mobile friendly. It’s designed to be intuitive and easy to use, and they nailed it.
TikTok’s editing features are powerful and make it easy to transform a 15-second clip into something intensely engaging. And unlike Instagram, TikTok makes editing content inside the actual app extremely simplistic. The platform has even included an array of impressive features and editing effects that require no instructions to use effectively.
Creating and Editing A TikTok Video Is Easy
To get started, all you must do is hit the create video icon. From here you can either start from scratch or upload video from your camera roll.
Next, choose from a variety of different effects and recording tools located on the right and bottom of the screen.
You can also add text on top of your videos to stop your viewers from scrolling or help explain what your video is all about. This feature is helpful for instructional videos.
If you’re using the text tool, just remember that it’s super important to pay attention to where you place the text on your video. You want to avoid the right side and the bottom of the screen that are covered by the caption and the share icons. After all, you want to make sure your viewers can clearly and quickly read your text on any screen type or size.
TikTok’s video editor is packed with options (green screen, voice-overs, stylish transitions, etc.) that make it easy to create eye-catching content, so you can really let your creativity flow. The more creative, the more engaging your video will be to users.
Next is the notification screen to view comments and likes. Tap the notifications icon at the bottom of the home screen to see who has replied to your comments or recently began following you. You can also view your direct messages by clicking the icon in the top right corner. This is one functionality where TikTok and Instagram are almost identical.
TikTok’s Discover page is like Instagram’s Explore page.
By clicking on the Discover icon in the bottom menu, you’ll find a list of trending challenges along with the top videos that are using the hashtag. If you’re new to TikTok and trying to grow your own base or building a brand, this page is a great place to discover new trends, try them out for yourself and get some quick content posted. More on this later, though.
Your TikTok Profile
Finally, there’s your TikTok profile to get to your profile, click the Me icon in the bottom right corner.
Here you’ll find a feed of your videos and see how many views your content has received. You can also view your follower count, total likes across all your videos and edit your profile.
It’s on the profile page that you’ll notice another big difference between TikTok and Instagram. TikTok handles profiles differently. TikTok has embraced unfiltered feeds, while Instagram’s profiles are perfectly polished with many written by professional copywriters.
In fact, just like their user profiles, most viral TikTok’s aren’t well produced. The unfiltered look has become a TikTok trademark and usually makes for more popular content.
TikTok’s anti-aesthetic and carefree nature is half the fun, and that takes a lot of pressure off new creators and brands. You don’t have to hire professionally to create your brand’s TikTok content. That will inevitably work against you on the platform.
Another big difference on TikTok versus Instagram is often unsettling for business owners at first. On Instagram, it’s imperative that you stay on topic and maintain your brand identity for consistency. But on TikTok, one should never be afraid to go a little off brand.
You see on TikTok authenticity comes before aesthetic, so don’t hesitate to let your personality shine. Be loud and be real and be raw. Most importantly, be you because TikTokers can tell if you’re not genuine.
TikTok Pro Account
Finally, like Instagram’s business profile, TikTok offers creators a TikTok Pro account.
The main benefit of switching to a Pro account is that you can get access to TikTok analytics to help you better understand how your content is performing. It’s easy to enable this on your profile, and it’s free.
The analytics included with a Pro account provides an overview of insights on things like your weekly and monthly views, follower growth, basic demographic trends and popular videos.
As with any platform, understanding how your content is performing is crucial to creating, altering, and updating a successful brand awareness strategy. TikTok Pro allows you to do this, for free.
If you’re curious, you can see a quick example of a TikTok Pro account dashboard below.
How Do I Get on the For You Page?
One of the most asked questions I get from ServerWise clients regarding TikTok is how one gets on the For Your page.
Now on Instagram, battling their intense (and often misunderstood) algorithm is key to getting your videos on your followers feeds. But on TikTok, the goal is reversed.
A TikTok’s user’s main goal is to be featured on the For You page and not the followers feeds. The For You page is based on what the TikTok algorithm thinks you want to see. It puts engagement ahead of anything else.
When you open the Instagram app, you land on the feed of people you follow, and then you can pop over to the Explore tab. However, on TikTok, you’re instantly immersed in the For You page. It’s the first thing you see when you open your TikTok app.
This means that users have endless opportunities for audiences to discover their content.
Showing up on the users For You page allows brands and creators to appear in front of new audiences on TikTok around the clock. And this is critical for your account, and it’s also a quick way to get more followers.
Unfortunately, TikTok hasn’t shared much about how the algorithm works. Thankfully, popular marketers and programming experts have developed some well-researched and often successful theories that help them repeatedly get on the For You page.
Let’s go over the things you should be aware of and keep in mind as you become active on TikTok. The following items will help you get on the previous For You page.
The TikTok Algorithm
Think of the TikTok algorithm as the student and you as the teacher. The algorithm is constantly pushing content to people based on what it thinks that they will like. It sees what videos you watch all the way through, what content you engage with the most often, and which videos you seem to have no interest in.
That’s why it’s so important to hop on trends and share the kind of content that other users are interacting with the most. On TikTok, you must be quick and luckily, you can be as the platform doesn’t require (and you won’t benefit from) professionally produced videos that take hours to make.
Focus on your niche. Find TikTok creators in your niche and watch their videos, like them and follow them. Start posting similar videos, so they begin to show up in front of the right audiences who share your interests.
Trending Sounds on TikTok
Many wildly popular TikTok users have found that using certain trending sounds effects or even specific combos of the two have helped them reach success. And once you spend some time on the platform, you’ll notice that the same songs are used repeatedly. And just when you think you got the hang of the specific song, it will change as the trending audio clip or song changes weekly.
Part of the reason for this is that the algorithm works hand in hand with trending audio, whether that’s a voice-over clip or a song. If you’ve liked a lot of videos that use a particular sound or song, the algorithm is going to show you more videos that use that song. This is exactly why you must always use the trending song in your videos and not a random song or even your favorite audio clip. Use the trending audio in your content every time.
We also know that TikTok takes your video’s popularity into account.
For example, let’s say that the algorithm puts your video on a hundred users For You page after it’s been posted for a few minutes. If it’s performing well, the app then pushes it to another 500 users, then to a thousand and so on until you reach these big cliffs where your video achieves virality and is shown to millions.
While the algorithm is still a bit of a mystery, one thing we know for certain is that it rewards creators that continue to regularly make use of their features and consistently engage on the platform. Simply put, if you want to get noticed on TikTok’s For Your page, you have to play the TikTok way.
Play the TikTok Way
- Post frequently
- Jump on trends immediately
- Use hashtags liberally
- Always use the trending audio
- Take part in challenges often
- Create engaging content
The best advice I can give you is to watch a lot of TikTok videos. Identify which trends are happening, and then brainstorm ways to make that trend relatable to your brand. Create video content quickly and use the analytics from TikTok Pro to test and find out what works best for your brand awareness goals.
Make Good Use of TikTok Hashtags
One of the best ways to make sure that you are getting more eyes on your content is by using hashtags when you’re posting your videos.
Hashtags are an important part of any social media strategy and that’s no different on TikTok, but there’s one major difference that makes hashtags even more valuable on TikTok than on Twitter or Instagram.
On Instagram, hashtags are a direct link to your content, and they can help users find what they’re looking for. While TikTok hashtags are the same, they’re also used to categorize your account for optimal audience targeting.
What does marketing speak mean? Those TikTok hashtags is a key factor and plays a huge role in how TikTok identifies, targets, and classifies your account and content. This will help the algorithm determine whether your content should appear on the For You page.
Properly categorizing your content on TikTok is crucial, and it can be the difference between 1000 and a hundred thousand views.
When it comes to choosing the right hashtags, you should think about TikTok hashtags like how Instagram hashtags were seven or eight years ago. TikTok hashtags are very generic intentionally.
For example, if you’re a hairstylist you want to use hashtags like #hair or #hairtutorial, where on Instagram you would be using way more niche hashtags. TikTok likes generalized hashtags because it uses that to determine how well you fit into your niche and whether your content will be engaging and enjoyed by a wider audience. On the other hand, you wouldn’t use such widely generic and general hashtags on Instagram.
You Do Not Sell on TikTok – You Build A Brand
TikTok’s provides brands amazing opportunities to connect with new followers and introduce your business, but it’s not the place to make a sale. In fact, don’t even try. Don’t think about selling on TikTok, at all.
While Instagram continues to build on its shoppable features, TikTok prioritizes entertainment and authenticity over commerce.
As you create content for your brand on TikTok, brand awareness and engagement should be at the forefront of your strategy. Sales and market growth shouldn’t be part of your TikTok strategy, at least not in the forefront.
Luckily, TikTok makes it easy for brands to seamlessly join in on the fun without spending a dime on a professionally produced and edited video.
Hashtag Trends
Hashtag trends make up a huge part of what TikTok is known and loved for. If you’re not sure how to jump in and start creating content on the platform, this is where you’re going to want to start.
TikTok trends are easy, short, and raw consumable snippets of pure fun, and users love it when an existing or new brand or personality takes part.
TikTok has a constant stream of new hashtag challenges that encourage creators to jump on board and put their own spin on each trend. These trends vary from dance challenges, epic transformations, and reaction videos. Hashtag challenges tap into a user’s passion and desire for expression and invite them to join in on the collective fun. Essentially, it’s a community-building exercise and experience, so your brand must be a part of it.
TikTok challenges typically revolve around a specific theme, sound, video, effect, or combination of all the above. For example, the popular #learnfromme challenge includes the same theme through its tagged videos.
Users create videos using unique sound and effects. However, they all show off their expertise and share something new with their audience. It’s an educational hashtag challenge that quite literally spreads the desire to share knowledge with others.
Another popular challenge is the #DJatHome. TikTok users blast The Wanted’s Glad You Came and show off their performance using household objects in front of their family or a party of one.
Real life DJ Steve Aoki even jumped in on the challenge, getting a quick 1.5 million views on his video.
Some challenges even encourage users to make use of TikTok video effects the latest #leavemybody challenge lets users try out the new purple flame creative effect and share what they’re letting go of. It’s a therapeutic exercise for most people as users say goodbye to stress, anger, or pressure as they dance it away to the challenge’s signature sound.
To browse the latest popular challenges, tap the magnifying glass at the bottom of the home screen. You can also use the search bar at the top of the screen to search for specific creators, sounds or hashtags.
While anyone can create a hashtag challenge, the odds of others joining in and going viral are pretty low. Because of that, I strongly recommend you jump in and take part of every relatable challenge on the platform. Get involved and get engaged, and your own videos will start hitting the For You page more frequently. In turn, that will grow your followers.
You’ll occasionally notice that a brand has created their own hashtag challenge that appears to have gained in popularity. Most brands that do this pay for ads on TikTok to help their challenge spread quickly across the platform.
If you’re just getting started on the platform, participating in challenges is an incredibly easy way to get more eyes on your content and potentially go viral. And it’s free.
According to TikTok, over 50% of creators have participated in at least one hashtag challenge and 35% are reported to participate regularly and with so many users, that is a huge chunk of people. Meaning, you’re already in good company.
To find the latest hashtag challenges, simply scroll through the Discover page to get inspired by the new trends.
Another easy way to get inspired is by just scrolling through your For You page. And I recommend setting aside 20 minutes a day to find out what’s trending. Check out different takes on different trends and then get an overall feel of the platform. Once you spot a new trend, think about how you can make it your own and do it.
Just remember, the best TikToks are funny, relatable, and authentic, so figure out how you can create content that will resonate with your current audience as well as attract new audiences.
Jump On Viral Music Or Trending Sounds
TikTok first began as a lip-syncing app known as Musically, so it’s no surprise that music remains at the heart of TikTok. Some of the best TikTok trending sounds are pulled from movies, viral YouTube videos and popular music artists such as Drake or Megan Thee Stallion.
Picking a popular song or a sound that’s currently trending on TikTok can be one of the main reasons that your video goes viral.
To choose a sound, click, add a sound on the right side of the recording screen. Here is where you’ll find the menu of available artists, songs, and trending tracks on the platform. On this same menu, you can also see songs that are currently associated with various TikTok challenges.
These are the songs that presently unite the TikTok community. As such, these are the only songs you should consider using in your own videos.
You can also select the sound right from your favorite video. To do this, just click the sound icon in the bottom right-hand corner.
From here you can either click add to favorites to save the sound for later or choose to use the sound to start creating right now.
TikTok Duets
Another nod to the origins of the TikTok platform is the popular Duet function that allows one to create TikTok’s with their friends or random users, regardless of their location.
To duet on TikTok, just select a video and press the arrow button labeled share. If the video doesn’t belong to a private account and is shorter than 15 seconds, you’ll be able to duet with them.
This feature is often used to pair responses or reaction videos, expand the story or to encourage a challenge that inspires others to duet with you too. These duets are a fun way to engage with other users and to test out something new.
TikTok Live
Like Instagram, TikTok also has a live feature, but to go live on TikTok, you’ll need to have at least 1000 followers first. Once you go live, your followers will get a notification until you’ve finished your live session.
Once you have started to build a loyal following, going live on TikTok is a great way to stay engaged with your followers.
While watching the stream, viewers have the option to tip their creators using something called virtual coins. A hundred virtual coins is equal to $1, and it can be converted into regular currency once it’s gifted.
In exchange, creators often give fans who donate a shout-out, or they’ll answer their questions.
Going live on TikTok isn’t for everyone, but it can be a great way to connect with your audience.
Once you have attracted a solid follower base, just remember, you should never go live just for the sake of going live and using the feature. Make sure you go live with a plan that’s going to help provide value to your TikTok followers.
Best Practices for Creating a TikTok Video
Always Use Vertical Video
TikTok offers up full screen experience, so it’s important that you take advantage of every corner of the screen. Creating immersive content will help you catch your audience’s attention and keep them from swiping past your content.
Keep it Concise
You really want to aim to have your viewers watching all the way through to the end of your video, which TikTok says is the sweet spot for going viral. To do this, you’ll want to keep your content and straight-forward. Don’t overcomplicate your videos. People like simple and entertaining.
Be Yourself
Leave the filters for Instagram. There is space for everyone on TikTok. You really want to make sure to make your content personal and to set yourself apart. Your image on TikTok is one of authenticity and relatability. You don’ t need a makeup team or filters – it’s TikTok and not Instagram.
Engaging Content
Think about what will make your content more engaging. A strong hook at the beginning of the video is crucial to have viewers stick around and watch the entire video until the end.
Use Captions Wisely
Clearly describe your video with your captions, and keep them personable and highly relevant to the video itself.
Always Use Sound
You always want to use sound on your video. TikTok is a sound-on platform, so be sure to include music, voice-overs, or sound effects to help add context to your video.
Understanding TikTok Advertising
TikTok ads offer a powerful yet easy to use platform to help you reach more audiences.
Like Instagram’s ad manager, TikTok, ad platform tools, automate the process of creating, delivering, and optimizing your ads.
TikTok ads also allow you to target your audience by gender, location, age, interests, and other unique variables, but with a variety of different formats and price points.
It’s hard to determine which ad format might be best for your brand, as it typically depends entirely on your brand building strategy and target audience.
Here are the four types of TikTok ads and how businesses are using them to promote their products and their services.
Brand Takeovers
With a brand takeover, your ad will play as soon as a targeted TikTok user opens their app for the first time. These ads appear on the For You page as still images, gifs, or videos and include a clickable link driving a user to the brand’s landing page or a hashtag challenge in the app.
Brand takeovers are exclusive to their category, so only one brand can appear per day for each type of audience. Obviously, this means a lot of eyes on your content with little competition.
Now because this is so exclusive with extremely limited availability this coveted spot comes at a steep price so expect to spend heavily on a brand takeover ad campaign.
Top View Ads
TikTok recently released a similar ad format to the brand takeover concept called top view. This is like a brand takeover, except a top view ad seamlessly becomes the first in-feed post after three seconds.
This means the user isn’t bombarded with an ad as soon as they’ve opened the app. Rather, the ad seamlessly begins to play as they’ve started scrolling through user generated content.
Top View ads are less expensive than a brand takeover as they are more plentiful and are a great option for bigger brands that want to quickly build a large TikTok following.
Native Video Ads
One of the most common ads on the platform is more affordable than the formats above, as native video ads appear in between user videos as they scroll through the For You page. Each one is between nine and 15 seconds long, and users can choose to scroll past or skip the ad entirely.
These ads can also include multiple calls to action like clicks and app downloads.
In feed Native video ads should be full screen, and they should have a ton of impact right away to stop users from scrolling past your content. You’ll want to ensure your native video ad is engaging and is designed to immediately grab attention.
Hashtag Challenges
A brand can create and sponsor a TikTok hashtag challenge as a successful way to encourage user generated content while building brand awareness.
A sponsored hashtag challenge is a fun and easy way for brands to collaborate and seamlessly integrate itself into the TikTok community.
When a user clicks on a sponsored hashtag, they are taken to a landing page with the brand logo and a link to the website, along with a brief description of the challenge and popular videos that are using the hashtag.
It’s important that brands have concrete goals when they create hashtag challenges.
These might be things like creating awareness for a new product, generating leads for a new service, or increasing general brand awareness, for example, Chipotle’s #TikTokTimeOut challenge encourages users to share their love for Chipotle and most importantly their new easy to use takeout features.
Chipotle, then, partnered with popular influencers like David Dobrik and Zach King to help spread the word.
If you’re looking for a little push towards your challenge from the platform, TikTok offers promotional support for a hefty $150,000 per day, the challenge will be promoted for a set time with a banner on TikTok Discover page where users can learn more about the challenge.
If you’re looking for a less costly alternative, working with influencers is another great way to help your TikTok challenge really take off.
Take For Real Milkshakes, for example, the popular milkshake machine partnered with popular TikTok creators to show off their creamy creations.
Since the campaign, @therealfreal has over 500,000 followers and over 200 million hashtag video views with users showing off their milkshakes. It was a successful campaign for the emerging brand.
Another way that brands are getting their TikTok challenge to gain traction is by turning it into a contest.
For example, your brand could offer a prize in exchange for challenge participation or award the best take on the challenge.
Take Nyx’s, #butterglosspop campaign. The popular cosmetics company challenged users to show off how they wear the cult favorite lip gloss in exchange for a video using the branded hashtag, users were then entered for a chance to win $1,200 of makeup.
Hashtag Challenge Plus
TikTok now offers an e-commerce feature called the hashtag challenge plus. This integrates with a sponsored hashtag challenge and allows video viewers to shop for products right in the TikTok app. While this new features hasn’t taken off as TikTok is not an ecommerce platform, many brands have found it to be somewhat enticing.
Hashtag Landing Page
There’s a separate tab labeled discover which directs users to the shopping experience to celebrate prom season, Macy’s created a hashtag plus challenge encouraging users to show off their prom preparation.
The hashtag landing page includes a shop now button featuring popular products and the store locator.
This is TikTok’s first experience with generating revenue on the platform.
TikTok Branded AR Filters and Lenses
TikTok’s Video editor includes many effects and filters that users can use to create eye-catching content. But TikTok took a page from Snapchat’s popular branded lenses’ ad campaigns and is now allowing brands to design their own custom filter. A custom branded lens or filter can go live for up to 10 days, allowing users to directly interact with the brand.
Below is an example of two sponsored (branded) AR filters from Skein and Coca-Cola.
Closing Thoughts
Clearly, there’s no shortage of business opportunities on TikTok. Don’t sell, instead focus on building your brand and delivering entertaining content to viewers that will inevitably become customers.
As with any social platform, it’s important to choose the best advertising methods for your goals, budget and your brand identity.
You can start strong on TikTok by recording and uploading your first video today. Open the app, look up the hashtag challenges, make it your own and be sure to use a trending song. You may not hit the viral showcase immediately, but stick with it because you will in time. Often it’ll happen when you just sit back, be yourself and record something you enjoy. People recognize authenticity, especially on TikTok.
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