Why trends are key for engagement on the platform.

When most marketers assess the success of TikTok, they tend to focus on some of the more obvious features that set it apart from other social platforms. Short-form video formats. The use of audio. The authenticity of the content. And while all of those elements are a factor, the real genius lies more in the co-creation nature of its content and its users.

Put simply, content that references or builds upon a trending sound, feature or behavior gets more views and engagements. And in order to keep track of what's trending, creators have to spend A LOT of time consuming content on the app. This loop-like functionality means that it's critically important for brands to understand the real reasons why audiences can't stop scrolling before they jump into the platform head-first.

1. THE COMMUNITY

Tiktok is a community. A place for those who share a hobby, an ailment, or a passion for just about anything. Trends piggyback off each other and become inside jokes wrapped inside other inside jokes. Because of this, finding success on TikTok can sometimes be tricky. Creators must be deeply knowledgeable when it comes to the trends and sounds of TikTok, specifically the ones that allow them to speak about a topic, niche, or a reference their audience cares about. They must consume the app's content before creating their own, adding their voice to current topics and creating an endless loop of remixes. This structure of co-creation has resulted in a built-in default group of passionate users. It's a community recipe that the likes of Meta and Twitter are scrambling to recreate.

2. THE CURATED 'FYP'

Social platforms are constantly competing for our time spent on their app and right now, TikTok is winning. This is because it has a 'for you page' designed for maximum, personalized entertainment. The 'fyp' is a hyper-curated feed that has revolutionized the way we as consumers are served content. It's an endless supply of recommended videos based on your interests and behaviors, making it very hard to close out the app. We are in the age of 'recommendation media', you now see content based on what you've consumed in the past. No more need to follow an account, the algorithm's got you. As the everyday consumer, you never run out of stuff to watch and the endless scrolling turns minutes into hours. TikTok's infamous algorithm seems to know exactly what you want to see, maybe even before you know you want to see it.

3. THE ALGORITHM THAT DRIVES THE 'FYP'

This "creepy" algorithm is a content creator's dream. Not that long ago, creators had to hustle hard to build their following. "Like and subscribe" was practically tattooed on their foreheads. Now the all-knowing algorithm is there to hustle for them. Do you make car detailing content, bringing disgustingly dirty cars back to near-new conditions? Tiktok will serve your content to everybody who may enjoy an ASMR-style car detailing video. The asterisk to this brilliance, however, is the content still has to be 'good'. It should be relatable and fit into the sandbox you're trying to play in. The algorithm isn't a magic cure-all for content. It only helps with the delivery of the content to your 'would-be' audience, it can't make consumers 'like and subscribe'.

OK BUT YOU'RE A BRAND NOT A PERSON

So what is a brand to do? Like with any hot, fresh new platform, brands want in. But unlike other platforms, TikTok is not necessarily the place for them. The boomer joke is 'if you want to start a TikTok you need to hire your 22-year-old niece to run your account,' and with every joke comes a grain of truth. When crafting a channel strategy for TikTok it's best to go with what's working already on the platform. Traditional social brand content won't work in this new frontier. That's because it tends to prioritize what the brand wants to say to its consumers vs. prioritizing what its consumers are already talking about and adding value to that established conversation. Traditional brand content lacks the symbiotic relationship which makes TikTok special. There needs to be a reference to an already established platform behavior, whether that be an existing bit, trend, or sound.

One of the best examples of this comes from the language app Duolingo. They've amassed a cool 4.8M followers, and 94.3M likes on the platform. Their page features a large, green owl mascot who is always in on the newest sounds and trends. They take chances and often skate the line of what's appropriate but it's that risk that truly drives their success. They often poke fun at their legal team and bosses for being mad at them for posting. They're constantly professing their love for singer Dua Lipa. Even going so far as to pair a trending sound with an 'i love when you wear green' video for "their princess". It all adds to their level of absurdity and is what has made them such a success on TikTok.

TLDR

Brands need to do their best to put creator behavior first. They need to pretend they're a creator or better yet, work with creators. The secret to success is to put your spin on existing trends and lean into the culture that is TikTok. To do this you must consume the existing content and stay up to date, which is why hiring a Zoomer isn't such a crazy idea. Pretending to be a creator may mean breaking some outdated rules of what brands should or should not do on social. On TikTok, the unexpected is always welcomed and often praised. And as we know as strategists, the best and simplest way to find success on social is to put your consumer's needs and wants above all else.

—Emily Michka, Social Strategist space150