TikTok is a must for social media engagement.
With 1.5 billion active users in 2024, TikTok's reach and interaction rates continue to rise.
Did you know users spend an average of 58 minutes and 24 seconds on TikTok daily? That's an increase of 3 minutes and 36 seconds from last year.
So, how can you grow your own or your brand’s following on TikTok with all this competition?
Even though some influencers have over 150 million followers (looking at you, @charlidamelio!), you can still make a significant impact without aiming for record numbers by following effective strategies tailored to this vibrant platform.
On TikTok, content quality is key. Here’s how to stand out:
Quality isn’t just about visuals and audio; storytelling is crucial too. Tell engaging stories, whether it's a funny anecdote, behind-the-scenes look, or a step-by-step tutorial. Good stories keep viewers hooked and encourage them to follow.
Reesa Teesa went viral in 2024 with her 55-part series “Who TF did I marry?” Her engaging storytelling style captured audiences without relying on TikTok dances or trends.
Did you know more than half of TikTok users in 2024 are men (54.3%)? The remaining 45.7% are women. Your profile might have a different gender split, so it’s essential to understand your specific audience.
The age range of the global TikTok audience shows that 18-24-year-olds make up 36.2%, followed by 25-34-year-olds at 33.9%. Only 6.2% are over 55, where women outnumber men.
TikTok Analytics can help you dive deeper into your audience demographics like age and gender to market effectively.
Creating content that people want to engage with requires knowing what gets the most views. According to Linearity, the top categories on TikTok are:
Your niche might not fit these categories, but incorporating these fun elements into your strategy can still support your core content. Luxury fashion brand Marc Jacobs, for example, has found success with a Gen Z-centric, unhinged TikTok strategy.
Stay updated with the Discover page (or our TikTok trend post) to see what's trending and participate in those trends with your unique twist. This keeps your content relevant and increases your chances of being featured on the For You page (FYP). Check out our post on getting more views on TikTok for additional tips.
Consistency is key to building a following on TikTok. Regular posting signals to TikTok’s algorithm that you are an active user. Balance is crucial; it’s better to post high-quality content less frequently than to post low-quality videos just for the sake of posting.
Develop a posting schedule and stick to it. There are loads of TikTok Schedulers out there that can help you maintain consistency, especially if you aim for at least one post per day to keep your audience engaged and improve your chances of appearing on the FYP.
Hashtags are essential for discoverability on TikTok. Use a mix of trending hashtags and niche-specific ones relevant to your content.
Consider creating your own branded hashtags to encourage user-generated content. This helps build a community around your brand and increases your reach as more users engage with your hashtags. However, don’t overdo it—3-5 relevant hashtags per post are usually enough.
Reposting user-generated content (UGC) can boost your posting frequency and make your TikTok profile feel “full.” If you don’t have time to create content daily, UGC can fill the gaps.
ELF’s TikTok, @elfyeah, mixes brand content with UGC. When users know they might be featured, they’re usually excited to create content and tag the brand. This strategy is great for brands with physical products, as reposting UGC can help gain more followers.
TikTok is a social platform, so engage with others through likes and comments. Start by engaging with content that complements your brand. Follow influencers who would be great partners and engage with their videos, or find other brands in your industry to support.
Engaging more can lead to more followers as your comments get seen by other users, potentially leading them to your profile.
Responding to comments and acknowledging your followers fosters loyalty and boosts visibility. The more connected your audience feels, the more likely they are to return. Increased engagement on your content boosts its chances of being promoted by the algorithm.
Other engagement drivers on TikTok include:
If you post the same content on TikTok and Instagram, respond to comments on both platforms. It might double your workload, but it shows that you’re engaged and care about your audience.
Collaborations expose your content to new audiences. Partner with creators in similar or complementary niches. Duets, shoutouts, and joint challenges are fun ways to work together and expand your reach.
Ensure you engage with their content authentically before proposing a collaboration. Collaborations should feel organic and mutually beneficial for both parties.
Optimise Your TikTok Profile
Your profile is crucial for making a great first impression. Optimise it by:
Keep your profile updated to reflect current trends or special campaigns. A well-optimized profile can turn casual viewers into followers, helping you grow on TikTok.
If you have the budget, consider investing in TikTok Ads. The platform offers various options, including in-feed ads, branded hashtags, and sponsored challenges, to boost visibility and attract followers effectively.
Experiment with different ad formats and targeting options to see what works best for your audience. Monitor ad performance and adjust your strategy to maximise ROI.
Beyond growing your following, TikTok ads can drive sales, generate leads, attract new customers, and boost conversions.
TikTok is constantly evolving, introducing new features and tools regularly. Stay updated with the latest features to maintain a competitive edge.
Join TikTok communities, follow official TikTok news accounts, and participate in webinars or training sessions to stay informed. Ensure your TikTok content is organised, your content calendar is up-to-date, and you’re analysing performance to stay ahead.
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