Opinions about the increasingly popular social network Tik Tok vary greatly depending on people’s preferences and age, but the number of active users on this platform definitely stands out and deserves mention.

According to data from the last quarter of 2021, the number of active Tik Tok users exceeded 1.2 billion, and by the end of 2022 it was expected to grow even further.

Tik Tok originated in China and, in a short period of time, with its partly innovative format, brought great popularity to many who tried their hand at creating short video content accompanied by trending music tracks.

It is especially popular among Generation Z, which has become accustomed to being “bombarded” with diverse internet content, while short video formats give them particular enjoyment.

Below you will find everything you have always wanted to know about the social network Tik Tok.

What type of content can be found on Tik Tok?

Tik Tok is an excellent platform for anyone who wants to showcase their talents, tricks, dance skills, abilities in video games, musical instrument playing, and more. Influencers on this social platform also have the opportunity to gather their fans and spread ideas.

There are many possibilities both for those who want to create content and for those who just want to follow new trends.

The more creative and engaging the content, the greater the chances it will gain popularity.

Video production plays a very important role in this regard, and the more you invest as a content creator, the better you will present yourself on a platform such as Tik Tok. These are also services that our digital agency offers to clients, so you can contact us for collaboration and building a strong identity.

Over time, rules of use have been established on Tik Tok, which mainly indicate what type of content is undesirable. All forms of promoting violence, racism, and sexually explicit material are prohibited, making the platform increasingly safe for young people.

The marketing potential of Tik Tok – does it exist?

Marketing practice as widely known in the digital world includes, among other activities, paid advertising.

The aim of this is to achieve greater reach to users and increase brand awareness.

Nevertheless, Tik Tok as a social network still differs from older platforms in its approach.

Despite this, many major brands have recognized the rising popularity of Tik Tok and its potential as a marketing channel. Activities undertaken in this regard often involve collaborations that indirectly raise awareness of a brand.

Another perhaps even more effective way for a brand to promote a product or campaign on this social platform is through influencers. Their role on Tik Tok is truly significant, as they are enabled to promote products in the best possible way through short and creative video formats.

The Tik Tok algorithm influences the type of content shown to you

Like any social network, Tik Tok has an algorithm that helps it show its users exactly the type of content that interests them as individuals.

The algorithm can recognize your preferences and will adjust the posts you see in the future accordingly.

Thanks to the algorithm of the Tik Tok social network, no user will get identical content on the “For You” page as someone else.

We have learned the basic rules by which the algorithm operates, so you can, to some extent, influence the type of content shown to you.

User interactive behavior

Similar to Instagram, the content shown to you here will be determined by your engagement. This relates to several main factors, such as:

• accounts you follow;
• commenting on posts, liking, and sharing;
• videos you have added to favorites, as well as those you have marked as “not interested”;
• longer video clips you have watched to the end;
• content you have created yourself.

Content search method

Unlike analyzing user behavior based on content already displayed, here the algorithm identifies your preferences through the searches you perform.

This refers to searches that may be conducted by:

• titles;
• hashtags;
• effects;
• sounds;
• trending topics.

Device and account settings

Unlike the previous two factors on which the algorithm is based, device and account settings do not play such a significant role, as they cannot track user activity in real time.

Nevertheless, it is important to note the following elements:

• language selection;
• country settings – more content from creators in the selected country;
• type of mobile device;
• categories of interest.

What does the Tik Tok algorithm not recommend?

Here are some tips for beginners to understand what the platform avoids recommending:

• duplicate content;
• content you have already seen;
• content identified as spam;
• potentially disturbing content.

Good news for those planning to build a large follower base on Tik Tok – the algorithm does not base recommendations on the number of followers or the previous success of posts, but on content relevance and quality.

Understanding the algorithm’s rules can be extremely important for those who wish to leverage the marketing potential of the Tik Tok social network.

What can we expect in the future?

Although Tik Tok has gained massive popularity in recent years, especially among young people, its future development remains uncertain. It will depend on how much the platform’s creators invest in improving features and safety.

Another factor influencing its future will be the potential expansion of monetization opportunities, making Tik Tok an excellent marketing channel for both established and emerging brands.

Tik Tok is highly entertaining and offers a large number of options for creators and anyone who wants to have fun and learn something new.

The platform’s future will depend on further development of user features and opportunities for brands to grow capital. We will see what the fate of Tik Tok will be in the vast world of digital marketing, while we at ORA Digital Marketing Agency invite you to explore new strategies and reach your target audience in the best possible way.

We hope this text was useful and entertaining for you, and for even more engaging content, feel free to explore our other materials. If you need digital marketing services, contact our team.