1. Find your subculture

In order for a brand to leverage the full potential of TikTok, it must first find its niche or "subculture." These can be more general such as #FoodTok, #Fashiontok or #MomsofTikTok but there are also smaller subcultures for witchcraft, vintage shopping, and practically anything else you can think of. Targeting these smaller subcultures can be helpful for growing a brand. You can target these subcultures with hashtags or by participating in subculture trends.

2. Take advantage of the algorithm

The TikTok algorithm is a very complex system that makes content recommendations for each user and displays them on their For You page. Every user has a different for You Page, which is based on a number of factors.

The TikTok algorithm is based on these key factors:

• User interactions (accounts you follow and videos you like/ save)
• Device settings (geographical location and language)
• Subject matter
• Audio (videos with trending sounds get served to a larger audience).

A strong indicator of interest is if a user watches a video from start to end. Strong indicators are then given more weight and pushed higher on your For You page than weak indicators, such as device settings. What is great about the TIkTok algorithm is that neither follower count nor previous video engagement matters, which gives everyone a chance to reach new people (and potential to go viral!). Using the algorithm to your advantage will help increase the amount of people who see and engage with your videos.

3. Hop on trends as quickly as possible

There are new TikTok trends every day meaning it can be very difficult for your brand to stay up to date with the latest trends. However, waiting even a couple of days to jump on a trend will reduce your chances of going viral. As a brand, you should always try and participate in a trend while it is still new. It is often best to have a small team or person have complete control over the brand’s TikTok so that there is more flexibility to act and post quickly.

4. Aim to entertain

TikTok is a platform where people mainly come to be entertained. So instead of simply promoting a product or service, it is important that you provide your audience with value. So whether you are sharing advice, using a funny audio, or jumping on a trend, make sure that your videos are authentic and entertaining.

5. Collaborate with content creators

Collaborating with TikTok content creators can be an effective way to reach your niche and obtain high quality user generated content. Make sure that the content creators you choose are a good fit with your brand and style. If you need help finding the best content creators for your brand, Balans Social is always happy to help!

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