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I was having a conversation with my colleague Josh Amobi and he asked me this question

Did you know TikTok has around grown in Nigeria to a percentage of 31.9 users  within Nigeria?

If you own a business, TikTok marketing can be a great channel for your brand, as there is relatively little competition on the platform. However, if you’re new to TikTok, you may not know how you can use it to market your company.

There has been some controversy with the app in relation to data privacy. However, it still continues to grow in popularity. Therefore, consider this before creating a TikTok marketing strategy.

TikTok Marketing

What is Tik Tok?

Tik Tok is a video-sharing social network that appeals to GenZ users and is best known as the home of viral dance trends, challenges, and lip-sync videos.

TikTok may feel like a revival of the vine For millennials and above. The 6-second looping video sharing platform grounded to a halt in 2017.

The famous content creators, like Zach King who has 42m followers on TikTok, started their careers on the vine. In Nigeria, the most famous content creator is mcshemcomedianMc who has 4.3m followers.

Why is TikTok a Valuable Platform for Brands?

Firstly, TikTok is experiencing an amount of exponential growth straight away which suggests there’s an enormous audience able to be tapped into by inventive and fast-thinking brands.

Secondly, brands that pivoted to TikTok early have reaped huge complete awareness rewards, usually with little or no investment.

Thirdly, publishers just like the Washington post have gained followings of 400K+ in under a year, positioning themselves as an original powerhouse and doubtless shifting their reach to a brand new, additional world, and younger demographic in the process.

In Summary, TikTok also has a fairly level playing field when it comes to achieving viral status on the app. Unlike Instagram or YouTube, even accounts with zero followers can get millions of views on a new video. Content really is king on TikTok.

What Content Performs Well on TikTok?

Unlike other social networks, TikTok features an immense trend culture.

Basically, original and inventive video ideas will work well. The most effective acting TikToks are typically ones that are simple to duplicate by the majority or are a production of an existing trend.

TikTok’s biggest dance trends are currently an integral part of the well-liked culture and for music artists. Thereafter, securing an infectious agent trend on the platform is enough to send their track download. There are infectious agent trends for nearly everything such as animals, lip syncs, fashion and wonder transitions, fitness workouts and tips, comedy moments, camera hacks, pranks, and challenges.

Typically, the most basic and fun ideas are the most prosperous on TikTok. Contents like cats jumping over walls of loo rolls, lip synchronization impersonations, and other people throwing miscellaneous objects into a cup are all straightforward but not liked trends.

However, If you’re unsure where to start out on TikTok, examine TikTok’s discovery Page for inspiration. Here you’ll notice all the trending hashtags supporting your geographical location. Similar to a brand’s USP, there’s an inspired change waiting for you on TikTok.  Do not be demoralized if your first TikTok breakdown of well-liked videos isn’t a long success. Therefore, it’s important to keep pushing out content till you discover the properly suited niche for your complete and audience category.

How Does the TikTok Algorithm Work?

Before we dive into the TikTok rule and the way it works, we should always note that TikTok is infamous for keeping their for-you page rule a secret.

Unlike Instagram who’s openly mentioned but their feed ranking works the inner workings of the TikTok rule are greatl

We have been able to glean some valuable insights into how the TikTok rule determines what makes it into a user’s for your page.

Here are our 5 key learnings about the TikTok algorithm:

#1 TikTok Algorithm Learning:– Exposure is based on the performance of each video. Your videos on TikTok can still get millions of views even if you have hardly any followers.

This is simply because the TikTok algorithm takes into account the interactions on each individual video, rather than your profile as a whole. It serves a small number of TikTok users in between common videos on there for your page. 

Normally, you notice that once you’re scrolling through your page, you’ll usually see a video that has only a few likes.

Your video might still skyrocket to success with little or no followers!

#2 TikTok formula Learning: The TikTok formula takes into consideration multiple indicators e.g rewatches, video completions, shares, comments, and likes all appear to be robust indicators of the TikTok formula.

If your TikTok video is genuinely entertaining or informative, it’ll doubtless move and eventually achieve its purpose.

#3 TikTok formula Learning #3: Initial exposure is predicated on geo-location.

When the TikTok video first goes live, it’s typically shown to users within the same geo-location to start out with.

#4 TikTok formula Learning: Exploitation of trending hashtags and sounds helps both of them are two of the most effective ways to discover your content.

In addition, concerning high-traffic hashtags, it’s forever a decent plan to incorporate hashtags that are niche to your content. These may facilitate the TikTok formula to perceive what your content is regarding, and who can be fascinated by it.

Similarly, exploitation trending sounds will boost your content’s visibility.

TikTok users will choose a sound to look at all the associated videos, and trending sounds are a lot likely to be prioritized within the Tiktok app.

#5 TikTok formula Learning: Videos will suddenly go viral, even older ones.

The most interesting thing we’ve detected regarding the TikTok formula is that videos will have a longer period than on alternative platforms, like Instagram.  

Moreover, the TikTok formula is consistently monitoring the performance of all of your videos even the older ones.  

However,  if one in every one of your videos suddenly gets an uplift in engagement (say, as an example, the sound or hashtags you’ve used suddenly spike in popularity) . It might still go viral, notwithstanding it’s been on your channel for two weeks with hardly any likes.

How to Create a TikTok: A Step-by-step Guide

This is filled with cool video pieces of writing options and effects. This makes it one of the most versatile and easy-to-use editors out there.

Secondly, no matter what your level of expertise is, you’ll produce fun and fascinating videos on TikTok because of the app’s intuitive layout and easy tools.

There are several TikTok video editing tools to choose from, including:


Choose that camera you would like to use to shoot your TikTok video content, front-facing (i.e. selfie camera) or rear-facing.


Therefore, using the speed tool you’ll be able to abate or speed up your recording. You will be able to use this on specific elements of your recording, and change throughout every section.


This will hide blemishes and smooth your skin which may offer you an “airbrushed” look.


TikTok seriously provides VSCO a last their cash and might be applied before or when recording. 

In order to use filters, choose the filters button and swipe left to preview. You will be able to conjointly create your choice from an all-time low menu.


This allows you to line an auto-record numeration if you would like to film hands-free, and you’ll be able to conjointly set what proportion of your video you would like to record directly from the sounds menu.  

Thereafter, you’ll be able to explore for a sound or use the curated Discovery tab to search out a trending sound. you’ll be able to additionally shoot content to any sound employed in an existing TikTok video by sound the sound label and choosing “Use this sound.”


Select the consequences icon at the very cheap left of your screen to open TikTok’s effects tab. There area unit many effects to settle on from, with classes including trending, New, camera work, interactive, workout, beauty, face, artistic, and animal.


Basically, you will be able to add a sway before or when you shoot a video but, some could solely be accessible before you begin shooting.

Now that you simply grasp the fundamentals, it’s time to start out rolling! Here’s however you’ll be able to use the TikTok video editor to make high-quality video content in a very breeze:

Step #2: Record Your TikTok Video

Once you’ve designated your recording effects, it’s time to start out rolling.

If you would like to record hands-free, you’ll wish to use the enumeration choice to record your video. This permits you to record a region of video content while not holding down the record button.

Select the video period and faucet to begin enumeration. Once the enumeration is turned on, the app can count three or ten seconds then begins recording.

You can either set a stop purpose for your recording ahead, or faucet the record button to prevent shooting manually.

Step #3: Edit Your TikTok Video

Once you’ve finished recording all of your segments, hit the checkmark to modify to TikTok’s video editor.

Here you’ll see filters, change clips, voice effects, voiceover, trim, and volume controls on the hand aspect of your screen:

Select change clips to arrange the order of your footage or trim elements or every clip. If your video is simply one continuous clip, choose trim to shorten it.

Use voice effects to use a voice filter to your video audio, like squirrel, baritone, shake, and electronic.

Note: Voice effects area unit applied to your recording and original audio.

Add a custom voiceover to your TikTok video by choosing voiceover. Faucet the record button to record audio for your video. Uncheck keep original sound if you’d like your voiceover to be the sole audio on your TikTok video.

Tap the amount button to regulate the amount of your original sound and additional sound. These may be useful if elements of your audio area unit tough to listen to.

In the bottom menu, you’ll be able to add sounds, effects, text, and stickers. Once you’re pleased with your video, click next.

Note: certify you’ve recorded all of your footage before you progress onto the edit stage. Going back to TikTok’s recording editor can erase any edits you’ve applied to your content.

Step #4: Publish Your TikTok Video

Finally, it’s time to publish your TikTok video.

But before you’ll be able to share your creation with the planet, it’s an honest plan to jot down a caption for your video and embrace a few hashtags which will increase your discoverability.

Also, the ideal caption for TikTok ought to be short and be complementary to the content you’re sharing. TikTok could be a mobile-first video platform, therefore keeping copy short and quippy tends to bring higher results. Encouraging comments and watch-throughs are often an enormous win for the TikTok algorithmic program too. 


Tap the flash icon to show on your phone’s flashlight, and faucet it once more to show it off. Note: this is often solely accessible for the front-facing camera.


At the highest of your screen, you’ll notice a music note labeled “Add a Sound.” faucet the button to settle on the music overlay or effect that you simply need to record with.

Wondering if TikTok marketing could work for your brand?

The hottest new platform on the social media scene with 800 million monthly active users and an average daily view time of 52 minutes.

And if you’re thinking TikTok is just for teens — think again! Users of all ages are joining the TikTok phenomenon, with celebrities, influencers, publishers, and household brands now in the mix.

Discover everything you need to know about the app, our top tips for creating viral videos, and how the algorithm works in this ultimate guide to TikTok marketing:

What Content Performs Well on TikTok 

Unlike other social networks, TikTok has a huge trend culture.

Although original, creative video concepts can work well, the best performing TikToks are often ones that are easy to replicate by the masses, or are a spin-off of an existing trend.

How Does the TikTok Algorithm Work? 

We should note that TikTok is notorious for keeping their for you page algorithm a secret.

Unlike Instagram — who’ve openly discussed how their feed ranking works — the inner-workings of the TikTok algorithm are very much unverified by TikTok themselves.


Learn to understand when your followers are most active is one of the best ways to discover your best time to post which guarantees more interactions straight out of the gate.

Note: TikTok data is recorded in UTC (Coordinated Universal Time).

Thereby, keeping track of the videos your followers have watched the most can be a good source of inspiration. Look out for popular themes, sounds, or hashtags you can use in your upcoming content strategy

And that’s our ultimate guide to TikTok marketing!

By now you should have a good overview of Tik Tok Marketing.

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