TikTok is undoubtedly the social network of the moment. With more than a billion active users each month, the video-sharing application has become a real phenomenon among the under-25s, who make up nearly 60% of its audience. However, with the constant influx of new content, it's never been harder to get on TikTok. One of the best ways to grow your account is to develop a good engagement rate so that the algorithm can help you gain visibility.
First of all, it is important to define the concept of engagement, and what follows from it. Engagement is a metric that indicates the number of user interactions with a post, video or account.
In the case of TikTok, engagement is the sum of comments, likes and shares of a video. So to calculate the engagement rate, we will use the following formula:
((Number of Likes + Number of Comments + Number of Shares) / Number of Views) x 100
If we take the example of a video that has had 10,000 views and has received 1000 likes, 600 comments and 300 shares, we find the following engagement rate:
Engagement rate = ((1,000 + 600 + 300) / 10,000) x 100 = 19 %
In 2020, a TikTok video had an average engagement rate of 17.5%, which is far higher than platforms like Instagram or Youtube.
As with any social network, posting content consistently is key to growing on TikTok. You don’t have to post daily, but it’s best to stick to a schedule so you don’t leave your followers behind. By posting at regular times, you will develop a unique relationship with your core audience who will be more likely to interact with your post. As a general rule, it is best to post several times a week at peak times (between 6pm and 11pm).
In order to boost the organic reach of your account, it is imperative to interact with your community. The first thing to do is of course to like and reply to comments on your own TikTok. It’s also important to like, comment and share content from other accounts in order to develop a relationship with these influencers and build a community in your niche. By repeating these actions diligently, you should see your engagement rate soar.
By analysing the “For You” tab in detail, it is possible to detect a large number of similarities between the videos highlighted by the algorithm. For example, the majority of these videos tend to be between 10 and 20 seconds long, use the most popular music of the moment, and have between 1 and 3 hashtags in their description… By reproducing the winning patterns, you will ensure a better reach and a better engagement rate in the long term.
TikTok is particularly known for having new trends emerging every week. If you want to gain popularity on the platform, it is essential to reflect in your content your belonging to the community by adopting the TikTok codes. Be careful not to blindly reproduce the latest challenges. Make sure they are in line with your brand image in order to both resonate with your loyal followers and to be able to attract new users who might discover your account.
The Duo feature, unique to TikTok, allows you to collaborate with another creator by adding your video alongside theirs, combining two videos to add an original twist. The Collage feature builds on the Duo principle by allowing you to take a video clip from another account and record a reaction to it, which can result in a chain of reactions from different creators. Both of these features are great tools for reaching a new audience, increasing your subscriber base and expanding your network and engagement. Good to know: videos made with these two options automatically mention the creator of the original video in the description, which makes it possible to notify his community of your video.
For the release of the comic book Asterix and the Griffin, the publisher Hachette asked its fans to share their best memory of the adventures of Asterix and Obelix with the #asterix. This challenge particularly inspired the French TikTokers (and not only!) who came up with their parodies, sketches and other anecdotes.
In addition to promoting this latest opus to fans who grew up with the comic book, Hachette is using TikTok to reach a new audience: young people!
Through this challenge, the publishing house has managed to encourage the new generation to immerse themselves in the adventures of the irreducible Gaul. And the least we can say is that it is a great success: more than 125 million views in a fortnight!
Arte, the Franco-German television channel, is putting breakdancing in the spotlight in its new series Viens On Danse. And what better way than to use the social network known for its choreography to promote its latest TV creation.
With its #viensondanse challenge, Arte perfectly adopts the codes of TikTok. By challenging users to share their best dance moves, the channel’s account has seen a strong increase in engagement in recent days. Taking a look at the page’s statistics, the number of views has almost doubled, while likes and comments have tripled.
All in all, a beneficial campaign for both Arte’s TV audience and its social networks.
To prepare for the release of its new game, Riders Republic, Ubisoft France hit hard with its recent advertising campaign on the networks.
Using the platform’s own aesthetic, the video game developer concocted a promotional video model. The TikTok manages to capture the user’s attention, communicating the essential points of the game (its concept and its release date) while making an addictive video, pleasant to watch over and over again (essential to be highlighted by the algorithm).
This video is a marketing success, as evidenced by the one million views it received in less than a week, and even outperforms Ubisoft’s main account (which has more than twice as many subscribers).
If you’re looking to improve the visibility and engagement of your brand on TikTok, it’s essential to collaborate with other influencers. And for that, nothing is more effective than our influence marketing platform!
Kolsquare makes it easy for you to manage all your influencer campaigns in one place. Identify the most relevant TikTok influencers for your marketing campaigns and build up a quality address book with a simple click. Launch, optimise and track your campaigns with our comprehensive tool. Stay focused on the essentials. Let us take care of the rest.
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