The TikTok effect: TikTok's algorithm and its impact on trends
Imagine: you are scrolling through TikTok and suddenly you see a video of a girl who swears by the latest product from La Roche Posay and how it has improved her skin. And voilà, her skin problems disappeared within a few days. Scroll a little further and you'll come across a TikTok doctor who explains how this cream affects the skin and whether it's really worth the hype. To be honest, he really likes the product. A day later you see even more influencers who swear by that one La Roche Posay product. And oh god... eventually TikTok convinces you that you like the product and before you know it, it's in your shopping cart. AND before you know it you are now completely swept up in the #SkinTok niche. Does this story sound so familiar to you?
How is it possible that TikTok's algorithm is so powerful that it can suddenly make any product go viral? There are even special hashtags for these types of trending products on TikTok, so you can see for yourself whether those products are really worth the hype. (Find out for yourself by searching #tiktokmademebuyit #amazonfinds #trendingproducts on TikTok). More importantly, how can we as marketers use the TikTok algorithm to our advantage to help our customers grow?
#TikTokMadeMeBuyIt
TikTok is a social media platform that allows users to create, share and discover short videos. It became popular worldwide for its engaging content and innovative use of algorithms to personalize user experiences. The platform is especially appreciated for its music, comedy and lipsync videos, among other creative content. It has become an important part of internet culture, influencing music, fashion and other global trends. TikTok is so influential that before you know it, you'll be putting a mixture of boiled flax seeds on your face because a TikTok dermatologist recommended it to prevent wrinkles. Let's face it, at one point everyone on TikTok was trying out this trend.
Just like Google, TikTok knows you better than you know yourself. It predicts your activity and interests based on your interactions with the system. The more you use it, the more personalized your experience becomes and let's face it, that can be a bit nasty sometimes. Here's a simplified overview of how exactly the algorithm works:
User interactions: The algorithm takes into account how you interact with content, including likes, shares, comments and the time you spend watching videos. It pays attention to the videos you watch in full versus the videos you skip.
Video information: Details such as subtitles, sounds, hashtags and even the specific elements in the video are analyzed to better understand the content and recommend similar videos.
Device and account settings: The algorithm takes into account your device type, language preference, locale, and other device/account settings to optimize performance without limiting the diversity of content or over-personalizing it.
The algorithm is designed to ensure that each users feed, known as the "ForYou" page, is uniquely tailored to their preferences, leading to engaging and, above all, highly addictive user experiences. It quickly adapts to changes in user behavior, which helps discover new content and creators.
TikTok Tip: You can completely reset your algorithm because let's face it, sometimes it can get a little overwhelming, right? Simply go to Settings & Privacy > Content preferences > Refresh your For You feed. And voilà, now you can scroll from scratch again and indicate a new preference to the algorithm.
TikTok influences trends in all kinds of domains, such as music, food, skin care, fashion, awareness, movements, social challenges and memes. The combination of a highly personalized algorithm, the power of community engagement through challenges and hashtags, the impact of influencers, interactive live broadcasts and instant shopping capabilities make TikTok a powerful force in setting trends and driving sales in today's society. Here's a more detailed look at how TikTok is driving trends, which might be useful for your own business or customers:
Algorithmic discovery & engagement : As discussed earlier, TikTok's algorithm is very selective in personalizing content for its users. It quickly learns users' preferences and shows them content that is likely to engage them, including introducing new products and trends that match their interests. TikTok views user interaction as an indicator of the quality of your content, choosing to present higher-engagement videos to a wider audience. As a video receives more interactions, the chances of it being featured on numerous "For You" pages increase. So make sure the content your business promotes on TikTok is worth engaging with. Ask questions to your audience, create content worth talking about, create content that can be recreated by your audience,... In short, engagement is key.
Viral challenges and hashtags : Challenges and hashtags are powerful tools on TikTok for setting trends. When users, influencers, or brands create a challenge or hashtag, it can quickly go viral, encouraging mass participation and spreading awareness of certain products, styles, or trends like the #oldmoneyaesthetic, #fightingcoupledance, and more. Participate in viral trends with your business or try starting a challenge yourself; maybe you'll come up with the next viral TikTok trend!
Collaborations with influencers: Influencers and creators on TikTok play an important role in shaping trends. Brands often partner with them to promote products because of their ability to reach and influence large audiences. These partnerships can significantly increase a product's visibility and desirability. As a company, you would do well to collaborate with TikTok influencers, because this can really advance your product or service.
UGC : The TikTok platform is strongly encouraging User Generated Content (UGC) content by 2024, meaning anyone can start a trend. Moreover, you don't even need a lot of followers to do UGC. When users share their unique takes on fashion, beauty, or any product use, they can become trendsetters, further diversifying the trends circulating on TikTok. You can also collaborate with UGC creators to boost your business and showcase certain items or aspects within your business. Try to collaborate with small UGC creators to boost your business. Approach them or announce on your TikTok page that you are looking for these types of content creators. (This also creates more awareness for your company😉)
Live Broadcasts : TikTok's live broadcast feature enables real-time interaction between creators or brands and their audiences. This feature can be used for product launches, live reviews, Q&As and more, creating an immediate and interactive shopping experience. As a business, you can also use live broadcasts to promote existing products or to connect with your audience and create a more personal connection.
Shoppable posts : TikTok is integrating more direct shopping features, such as shoppable posts and links, making it easier for users to purchase products directly through the app. This reduces the steps from discovery to purchase, streamlining the shopping experience. An ideal function to generate extra sales with TikTok.
Community and Niche Markets: Have you defined your niche market yet? TikTok's diverse community means that niche products and trends can find a receptive audience. TikTok allows trends to emerge from different subcultures, making it a breeding ground for diverse and inclusive trends. Just think of niches such as couples (relationships), cooking inspiration, spirituality and tarot cards, anti-aging, starting a company, crypto news and so on.
TikTok Fact: Users are almost twice as likely to discover and become interested in new topics they were previously unaware of through their interactions on TikTok. (source: TikTok Business)
TikTok has undoubtedly transformed the world of marketing by providing brands with opportunities to connect with massive audiences and drive trends. Thanks to the strategic use of the advanced TikTok algorithm, engaging content and direct interaction with the community, marketers have a powerful marketing tool at their disposal. Success on TikTok is based on creativity, authenticity and a deep understanding of the user base. The opportunity exists not just to follow trends, but to set them, using the power to create real connections and drive brand growth.
TikTok provides the foundation for innovative marketing strategies, creates lasting impressions and drives consumer engagement. Using the TikTok platform is more than a trend in marketing; it's a strategic move for brands looking to succeed in the digital age.
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