About 40% of centennials prefer to search through TikTok, instead of Google search or map. And this is one of the many reasons why social networks want to look like TikTok.
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| Do all social networks want to be like TikTok? |
And we have noticed it in recent years with all the changes that have been presented to us. Reels, vertical content, short videos, trends, and more.
Even Google has felt threatened, which is why it started showing TikTok videos in its search results.
But apart from the trust that users have in the platform, why do social networks want to be more like this platform? Keep reading, I have collected a lot of information from our Marketing Snacks newsletter to answer this question.
Why do social networks want to look like TikTok?
This platform is really a resounding success, it is redefining the concept of the social network, so much so that after its arrival and great positioning, all networks have had to rethink their way of sharing content.
It is no longer that platform where people danced in 2020, during the quarantine, nor where only a very young audience was found. This network has changed and gives us much more than youth trends.
See the global statistics of TikTok user ages in April 2022.
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| Do all social networks want to be like TikTok? |
TikTok's impact on the social media ecosystem is huge, but it's also huge on people's consumption habits.
TikTok calls itself an entertainment platform, but it is much more: shopping, education, storytelling... And it should not be taken lightly.
You have opportunities waiting for you there. You're not late yet.
How does the TikTok algorithm work?
We will tell you today and always:
- don't work for the algorithm, make the algorithm work for it
And this is an incredible one that can help you in many ways, I have already told you that I have never seen any social network that works as well as this one. And this is very good for brands; makes your videos reach just the people interested in the content you share.
Which could be translated into a much faster way to create a community.
Although the algorithm is not everything. Your content should stand out among all that is produced within the social network, focus on it, and only then can you make the algorithm work for you.
But how does it work?
- Feed “For you”: shows a series of videos related to the interests of each user. That is, according to what you see, like, comment and share.
- Device and account settings: Your language, country, and device type preference.
Video information: subtitles, sounds, and hashtags.
💡 A tip that will help you: use trending audios, at least once a week, this way you can generate greater reach and interaction in your videos.
And if you want an indicator to help you figure out which videos work best for your brand, I'll share this TikTok recommendation:
A strong indicator of interest is if a user watches a long video from start to finish. On the contrary, it is a weak indicator that a creator and a viewer are from the same country.
Source: Search Engine Journal
The TikTok purchase process
Selling does not end at the point of sale, and this is something that TikTok has made very clear to us. The social network redefined the customer journey as an infinite loop.
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| Tiktok: Do all social networks want to be like TikTok? |
That is, the purchase process does not end with the order. Since when it reaches its destination, platform users begin to share it with their followers, and community, and thanks to TikTok, many other people may be interested.
- Only 14% of them take no post-purchase action.
Why is this?
The TikTok community plays an important role in the Customer Journey. They are consumers and influencers who do not keep information to themselves, but rather share it. From there the hashtag #TikTokMadeMeBuyIt was born.
The 4 TikTok tips for brands:
- Consistency is key. You need to power the infinite loop with the audience, this won't start rolling on its own. You need to work on presenting your products and services. More engagement, more sales.
- Partner with creators. You need creativity. Leveraging the expertise of creators that the community already trusts, is a great idea to get discovered or build loyalty. And you don't need big influencers, in fact, the little ones have a large loyal community.
- Start the conversations. Consumers will always want to ask questions and learn more about products before they buy. Use LIVE tools to interact in real-time.
- Be creative. You have to earn attention. And one way is to use the new features that TikTok releases frequently. Also try trending music, filters, and challenges.
TikTok helps you discover trends
TikTok wants every day to have more users on its platform, more creators, and better content. What are you doing to achieve it?
It launched online college, TikTok Insights, and other features, (and I gotta tell you, this hit Instagram a bit on its ego).
“Trend Discovery” or trend discovery is a great page where you can discover all the trends according to your location.
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| Do all social networks want to be like TikTok? |
What is it for?
Provides information about the most engaging posts on the platform. That is, what are the best performing hashtags, songs, creators, and videos.
As I mentioned, it allows you to segment by country, but also by category, see the hashtags by industry or the creators by several followers and region. If you don't know what to post, then you take 10 minutes to analyze this website, it is a great help for those moments of creative block.
2 other TikTok features that I find great:
1. TikTok distances itself from Instagram influencers. We already know that a large part of your audience is Generation Z or centennials and these groups place a high value on AUTHENTICITY.
And TikTok knows it well. That's why he posted a video about "The New Age of Influence" in which he even refers to values like honesty and imagination.
➡️ Click here to watch the video here.
2. Measure the time you spend in the app and take a break. Has it happened to you that you spend hours on TikTok and you don't realize it? This could affect your health due to screen time and is something the platform wants to avoid.
The dashboard tracks dwell time and allow you to set reminders to prevent users from spending too much time on the app.
TikTok teaches small businesses how to succeed
Do you remember TikTok University? The platform follows in its idea of teaching you how to use it. And he created an educational series called “Follow Me,” to teach small businesses tips and tricks to improve their content and strategies on TikTok.
It is a free online program that teaches you everything you need to know in just 6 weeks.
Free TikTok Course – Grow Your TikTok Account With Expert Tips
Facebook changes its algorithm to compete with TikTok
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| Do all social networks want to be like TikTok? |
That's why Reels exist, right? But there is more. He plans to change how the feed works.
As will be? Instead of prioritizing posts from accounts you follow, it will start recommending content no matter where it comes from, much like the “For You” that works so well on TikTok.
The main tab will show Stories and Reels mostly. It will be a more visual experience and with many videos.
And Messenger will be back inside the main app and no longer as a separate app. The idea is to mimic TikTok's messaging functionality.
With this, they hope to revive the stagnant growth of last year. Also attract more young people, who have already been adapting to this type of format.
According to statistics from We Are Social and Hootsuite, 5.6% of the total Facebook audience is between the ages of 13 and 17. While 22.4% are between 18 and 24.
YouTube also competes with TikTok
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| Do all social networks want to be like TikTok? |
What happened? The platform announced that 1.5 billion users per month interact with the Shorts format. That is vertical short videos.
And that's a lot? Look, the total monthly audience registered on YouTube is two billion users in total. 75% of the people who use the platform interact with Shorts.
YouTube was right and hit the nail on the head with this format. YouTube Shorts was incorporated in 2020 to compete with TikTok and has seen great success. Just like Instagram when it took the idea of Snapchat stories or later TikTok vertical videos.
What do you think? Do you stay with TikTok, are you old school or do you like them all? It is best to take advantage of the benefits that each offers and achieve the best results.
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