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How to Grow a TikTok Brand Channel

Introduction

Introduction

In today's fast-paced digital landscape, brands are flocking to TikTok to capitalize on its growing user base and unique algorithm. In this article, Matt from Kairos Media shares his insights on building successful brand channels on TikTok. Kairos Media has managed channels for well-known brands like KFC Gaming and Krispy Kreme, achieving significant growth and engagement.

The Importance of TikTok for Brands

Rapid Growth and Algorithm Benefits

TikTok offers a unique opportunity for rapid growth thanks to its algorithm, which can explode brand visibility much faster compared to other social media platforms. Matt shares examples of how KFC Gaming achieved 280k followers in seven months, outperforming the growth metrics of other platforms.

Changing Demographics

Initially seen as a platform for younger audiences, TikTok’s demographics are broadening. Especially during quarantine periods, older demographics have started to join the platform, making it more appealing for a wider range of businesses.

Strategies for TikTok Success

Understanding the Platform

TikTok is different from other social platforms. It's heavily trend-based and doesn't follow the same rules as Instagram or Facebook. Matt emphasizes the importance of creating content specifically designed for TikTok rather than repurposing content from other platforms.

Bold and Creative Content

To capture users' attention within the first few seconds, brands need to be bold or even a bit 'dumb' with their content. For instance, Kairos Media had a successful video by painting a rock like a Pokéball and throwing it. This kind of quirky, attention-grabbing content works well on TikTok.

Know Your Audience

Understand that TikTok’s audience might differ from other platforms. With KFC Gaming, the audience was primarily male, but as they grew, their audience became more global. Different strategies may be required as the audience diversifies.

Verification is Key

Getting your account verified on TikTok is crucial for rapid growth and better engagement. Verified accounts receive algorithmic advantages, making it easier to gain visibility.

Content Frequency and Quality

While consistent posting is important, emphasizing quality over quantity can yield better results. Kairos Media took time to create high-quality content that resonated better with their audience.

TikTok is all about jumping on trends. Ensure you are aware of the latest trends and integrate them into your content strategy. Having daily brainstorming sessions can help keep your content fresh and relevant.

Collaboration

Working with influencers can be incredibly cost-effective on TikTok. Collaborations can give your content a significant boost due to the influencers' pre-existing audience.

Learning and Adapting

Always review your strategy and be flexible to adapt based on what works and what doesn’t. Kairos Media continues to learn and tweak their approach to optimize engagement and growth.

Keywords

  • TikTok
  • Brand channels
  • Rapid growth
  • Algorithm benefits
  • Changing demographics
  • Trend-based content
  • Verification
  • Influencer collaboration

FAQ

Q: Is TikTok suitable for luxury brands like Tiffany & Co.? A: TikTok offers an opportunity for all brands, including luxury ones. It requires creativity and perhaps being a first mover in the space to establish a presence.

Q: Can TikTok work for B2B businesses? A: While challenging, B2B businesses can succeed on TikTok by providing informative and valuable content. Examples include marketing tips or industry insights which can gain decent following and engagement.

Q: How important is posting frequency on TikTok? A: Posting frequently is important, but quality should not be sacrificed. High-quality, engaging content tends to perform better than merely focusing on posting volume.

Q: What role does verification play in TikTok growth? A: Verification is crucial. Verified accounts benefit from helpful algorithm boosts, easier discovery, and better engagement metrics.

Q: How can a traditional company thrive on TikTok without creating ‘silly’ content? A: Focus on what makes your brand unique. For example, showing behind-the-scenes processes, high-quality product shots, or participating in relevant trends can work without resorting to ‘silly’ content.

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