Best Practices for TikTok Growth in 2024

We’re halfway through 2024 and it may be time for a mid-year review of strategy. Is your TikTok strategy performing and meeting your desired KPIs? How can you strengthen your strategy? As TikTok continues as a key player in the social media landscape, brands have unparalleled opportunities to connect with Gen-Z audiences in creative and engaging ways. According to Sprout Social, it’s predicted by 2027 the app will reach 2.2 million users. Here are our best practices to drive growth on TikTok to get your content in front of the right eyes!

Create Authentic and Creative Content

We’ve said it before, and we’ll say it again. The key to success on TikTok lies in producing genuine, innovative content that reflects your brand's personality. Focus on crafting videos that are informative, entertaining, and capture your brand's essence naturally. Remember, TikTok users, especially Gen-Z’s, value authenticity over highly polished productions.

If you haven’t seen @duolingo’s TikTok, you’re probably living under a rock (no shade 👀). Perhaps one of the best examples of creating truly authentic content that is totally different to what anyone else is doing!

Optimize for TikTok's Preferred Formats

A bit of a boring one - but super important! TikTok's algorithm favors certain content formats. Aim for short, punchy videos between 15 to 60 seconds, incorporating music, sounds, and effects that match your content's mood. Utilize text overlays to highlight key messages, especially for viewers watching without sound.

Bonus Tip: Make sure to use the in-app TikTok text or edit through CapCut for the best results, as it’s been suggested that TikTok favours videos created this way. Most importantly, the ideal aspect ratio for TikTok videos is 9:16, ensuring your content fills the screen properly on mobile devices.

Here Miriam has used TikTok native text, a subliminal hook and the correct posting format for TikTok. Give Miriam a follow @miriam.digitalinfluence!

Source Authentic User-Generated Content (UGC)

With the oversaturation of influencer-style content, it's crucial to source genuinely authentic creatives. Establish real partnerships with creators by providing them with products or services to experience before creating content. This approach ensures that the resulting content feels organic and resonates more effectively with TikTok's discerning audience.

@Topicals has quickly become a beauty cult favourite. Here they have featured genuine UGC from a aligned content creator @rae.jpeg

Engage With Your Audience

Actively respond to comments, especially by creating video replies. This not only boosts engagement but also helps your content perform better in TikTok's algorithm. Show your followers that you value their input and are part of the conversation.

@monetmcmichael is always on point with engagement! A quick and important way to let your audience feel connected and seen and heard by you.

Focus on Storytelling

When crafting your TikTok content, prioritize narrative over overt sales pitches. TikTok users are adept at identifying and ignoring overly promotional content. Instead, focus on creating stories that subtly showcase your brand or product while providing value to the viewer.

@Monzo’s strategy focuses largely on storytelling, showcasing the people and lifestyle behind the brand, instead of directly selling to you.

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