TikTok, AKA the endless scroll of short-form videos, has cemented itself as a powerhouse platform. Although its original appeal was directed towards a younger audience, we’ve definitely noticed from our own content that the platform has grown to entice to a much wider range of demographics.
So, the big question is – how do you stand out in a sea of non-stop content?
In this blog, we’ll share how to hack TikTok’s unique algorithm to make the most of its massive user base – significantly boosting your brand’s visibility, with the right audience.
With TikTok, it’s a common mistake to assume that more views = successful marketing, but that couldn’t be further from the truth. TikTok marketing is all about getting the right people to see your content, and lucky for you, the platform has a great system to help you do that.
Enter TikTok SEO (Search Engine Optimisation).
TikTok has its own Search Engine – completely separate to Google – meaning you can use particular SEO strategies to optimise your videos, unlocking the algorithm to start seeing a difference.
Understanding TikTok SEO
Many people now turn to TikTok ahead of Google to search – especially for things like product reviews, how-tos or general lifestyle tips. This is why tapping into the full capabilities of the platform is so important.
SEO on TikTok is about optimising your content to rank higher in TikTok’s search results and on the For You Page (FYP). To do this, you must first understand the platform’s algorithm, then use the right hashtags and keywords, create engaging content, and capitalise on trends.
Remember: you must tell TikTok where to put your videos!
If you’re not sure where to start, don’t worry – we’ve got you covered. Here are our top 6 tips to optimise your content.
1. Mastering the TikTok Algorithm
TikTok’s algorithm is designed to show users content they’re likely to enjoy, based on their past interactions.
When you post a video TikTok will first show it to a small initial audience – often referred to as a ‘seed pool’ – categorised to like the content. If they engage well with it, TikTok will then show it to more people. This cycle then repeats.
There are a few things to note about the algorithm:
- Engagement: The more likes, comments, shares, and watch time your video gets, the more likely it is to be shown to a wider audience.
- Completion Rate: If users watch your video all the way through, it signals to TikTok that your content is engaging.
- Replays: Videos that are replayed by users indicate high interest, boosting their visibility.
- Evergreen Potential: Unlike Instagram, where most views happen in the first 24 hours, TikTok content can keep gaining traction days or even weeks later if it starts performing better with later batches of viewers.
2. Using Relevant Hashtags
Hashtags are crucial for discoverability on TikTok – but don’t fall into the trap of just using trending hashtags thinking this will work.
For example, many people think hashtagging “#FYP” will get them onto the ‘For You Page’, but unfortunately, it’s not that simple. You must use hashtags relevant to your content so TikTok can show it to the right audience who will likely interact with it (liking, commenting, saving etc.), which will – in return – mean your video will be seen by more people with similar interests.
Let’s use a theoretical example here to illustrate this. Imagine you own a small, local bakery. If you’re posting a cupcake recipe to advertise this business, it’s pointless hashtagging #catsoftitkok as your content won’t reach the correct people, and you’ll likely get stuck at 200 views.
Instead, use hashtags effectively by:
1.Going to the TikTok search bar and typing in the topic of your video e.g. ‘cupcake recipe’
2. Scrolling across to the ‘hashtags’ section and looking through the suggested hashtags for your content
3. Choosing one or two popular hashtags to use (you can also see here the number of posts for each tag)
4. Selecting your hashtags and adding them to your video’s caption.
We’d also recommend including one or two hashtags relevant to your business e.g. #Coventry #Bakery.
By doing this, TikTok has a stronger idea about what your content is about, thus who to show it to that will find it interesting. This should, in turn, mean a better engagement rate for your views.
3. The Power of Keywords
Although captions are a great way to describe your video to TikTok, always add a title at the start of your video and include keywords in both the caption and your on-screen text.
To find the best keywords for your topic, use a similar method for finding the right hashtags.
Head to the search bar and type in your content’s topic. Scroll downand you will see a list similar to this:
These are the keywords you want to include in your caption, on-screen text and video title.
Top Tip: to include all of these keywords (around 5 – 10 max), copy and paste them as text on top of your video when editing in TikTok, and then move them off the screen. This way you can keep one as the video’s title and have the others there for algorithm purposes but not have your audience see them.
It’s really key to note that TikTok’s algorithm can now also understand voice/speech. This means that including strong keywords in your audio can help your video get discovered beyond just the For You page.
4. Creating High-Quality Content
Content quality is king on TikTok. There’s no point in optimising your content if the quality isn’t enjoyable for viewers.
In fact, unless people are engaging with your content through likes, comments, shares, and rewatches, you won’t get the reach that you desire, no matter how well you’ve chosen your hashtags and keywords.
Here is what we recommend focusing on:
- Hook Viewers Early: Create a compelling hook to capture attention within the first few seconds, preventing viewers from scrolling past your video.
- Keep It Short and Sweet: While TikTok allows videos up to 10-minutes, shorter content (15-60 seconds) tends to perform better.
- Good Lighting and Sound: High-quality visuals and clear audio are essential for keeping viewers engaged.
5. Capitalising on Trends
Trends are a big deal on TikTok. We like to leverage them by:
- Staying Updated: Regularly checking the Discover page to stay on top of the latest trends and challenges.
- Being Quick: Trends on TikTok can be fleeting. Jumping on them quickly maximises their impact.
- Adding Your Twist: While participating in trends, put your unique spin on them to stand out from the crowd.
6. Analysing Performance (H3)
Regularly reviewing your analytics is crucial for ongoing optimisation so you know what works well and what to avoid next time.
To measure our success, we will often look at:
- View Count: Indicating how many times your video has been watched.
- Engagement Metrics: Likes, comments, shares, and watch time all provide insight into how engaging your content is.
- Follower Growth: Track how your content is impacting your overall follower count.
You’re in the Know, now Give it a Go! (H2)
Above all else, the key to reaching as many people as possible on TikTok is to create videos that both engage and are optimised for searchability.
You’ve now learnt that optimising your content for TikTok SEO involves a clever combination of understanding the algorithm, using relevant hashtags and keywords, creating engaging content, and staying on top of trends.
By implementing these strategies, you can increase your visibility, grow your audience, and make the most of what TikTok has to offer. Remember, consistency is key – keep experimenting, learning, and refining your approach to stay ahead of the competition.
Happy TikToking!
Are you ready to take your TikTok game to the next level?
At Piece of Cake, we pride ourselves on helping business owners gain greater visibility to sell more stuff. Whether you are brand new to TikTok or are looking to optimise and expand your existing content, our team of expert creatives can partner with you to achieve visibility and sustained growth.
Get in touch with us today!
Let’s collaborate to craft a winning TikTok strategy that captures attention, drives engagement, and turns viewers into loyal followers.