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4 Ways To Boost Your Engagement On TikTok



4 Ways To Boost Your Engagement On TikTok

If you’ve been keeping up with the news around social media, you’ll know that TikTok is pretty much the most popular app around right now. While it still doesn’t have quite as many monthly active users as Facebook or Instagram, it also hasn’t had anywhere near as much time to build a loyal user base, and the rate at which TikTok is growing right now is nothing short of staggering. It’s fair to say that pretty much every influencer should have a presence on TikTok right now.

With that said, if you are an influencer on TikTok –  or you’re a brand looking for more recognition – then you might be wondering what the best way to boost your TikTok engagement is. While there’s no easy answer, there are a number of things you could be doing in order to make sure that users are more likely to engage with your content, thus organically increasing your following and giving you a bigger presence as an influencer. Here are just 4 ways to boost your engagement on TikTok.

1. Get more followers

It stands to reason that with more followers, you’re likely to see your engagement on TikTok go up as well. As such, gathering more followers should be a priority if you want to increase your standing as a TikTok influencer. There are lots of ways to do this; creating better content, partnering up with brands or other influencers, and making sure you’re getting your timings right are all good ways to get more followers, but none of them are fast tracks to success in this regard.

In truth, there aren’t any quick and easy ways to amass followers, but there are certainly hacks you can employ (not real ones, just in case ByteDance is reading!) to give yourself more TikTok followers. There are sites out there that will help you to build a following without needing to endlessly grind creating content and reaching out to other influencers for help. If you’re interested, you can find out more here, and potentially supercharge your TikTok journey into the bargain!

2. Engage with content

If you want engagement on your content, then you should be thinking about ways you can engage with other users as well. Seek out videos that you like and make a specific effort to engage with them; leave comments, like the videos, and chat to the creators about their process. All of these things will stand you in good stead with creators, making them more likely to reciprocate; you may find that your engagement goes up if you’re making an effort to engage with the community in turn.

One extra way to engage with other creators on TikTok is to reach out and ask if they would like to collaborate. Theoretically, you’ll double your potential audience by doing so; you’ll cross-pollinate your following with theirs, making content that both of your audiences would like to see. Obviously, you should only do this with TikTok users who share your aesthetic and approach to creating content, because otherwise, you could end up disappointing everyone instead of delighting them.

3. Track your analytics

Like many other social media platforms, TikTok features a built-in way to track your metrics and analytics so you can see which content is performing well. Once upon a time, you would need to switch to a TikTok creator account in order to see this information, but now, it’s readily available for every account, since TikTok got rid of the “creator account” system. All you need to do is head to your profile and click the “Creator tools” option, and you’ll see detailed analytics.

Before you see your analytics, you’ll need to have created at least one video and made it public; analytics can’t track videos you’ve set to private. Once you’ve done so, however, you’ll be able to see a view of which users have engaged with your content, what kind of demographic trends you’re seeing, and when your videos are most popular. With that information, you can laser-focus the content you create in future to target specific kinds of users and increase engagement.

4. Post more often and at the right times

We know it sounds obvious, but one of the ways you can increase TikTok engagement is simply to post content more often. Diligent, dedicated TikTok creators constantly post content; you’ll frequently see posts appearing from them at least once a day, and some creators even post more often than that, depending on how intensive their videos are to create. Make sure you’re posting at least once a day if you want to maximise the chances of users engaging with your videos.

In addition to posting often, it’s also important to make sure you’re hitting the right times. This means posting at times when users tend to be using TikTok more. Post times tend to change quite often, but by and large, you’ll find that users are congregating on TikTok around the mornings and the evenings, with some days also seeing spikes around lunchtime. Your particular demographics may vary, of course, so make sure to pay attention to your analytics so you can see when the best times to post videos are for you.

There are lots of different ways to increase engagement on TikTok, but here, we’ve highlighted four of the methods we think are most effective. What methods are you using to increase your TikTok engagement? Are there any major tips we’ve missed here?

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Before Deciding Where Your Content Team Reports, Pay Attention to This



Before Deciding Where Your Content Team Reports, Pay Attention to This

When a brand creates a new content marketing or content strategy team, they often ask, “What function or department should the content team report to?”

My answer? “Yes!”

Now, I’m not trying to be a smart aleck. (Well, I am a little bit, do you even know me?) But seriously, my yes comes from years of helping implement content teams in dozens of businesses. My affirmative response indicates the most important thing isn’t to whom content reports; it’s that content teams report to the business.

When it reports into a function, such as brand, marketing, sales enablement, demand gen, PR/comms, or even (yes, really in one case) finance, the business acknowledges content marketing is a real thing with real responsibilities, power, and capabilities to affect business outcomes.

“What outcomes?” you might ask.

Well, that depends on where content marketing reports.

Now you have the real conundrum.

You can’t figure out where content marketing and content strategy should report without knowing the expected business outcomes, and you can’t know the business outcomes until you know where they’re reporting.

The most important thing isn’t to whom #content reports; it’s that content teams report to the business, says @Robert_Rose via @CMIContent. Click To Tweet

It’s tricky.

Content’s pervasiveness creates the challenge

Content as a strategic function in business affects almost everything. That pervasiveness means nearly any function in the business could “own” content as a strategy.

For example, we recently worked with a company about a year into its enterprise-wide digital transformation strategy. They have a content team, and we were to help them assemble a governance and operational approach for their website content.

When we determined the right operational processes, we got into trouble. A content team leader asked, “What if someone proposed a new AI chatbot as part of this digital transformation for the website? Is it a content project with a technology component or a technology project with a content component?”

The question isn’t semantics. Instead, the answer determines the process for development, the team owning implementation, and the measurement by which it’s deemed successful.

Knowing where a #content project is assigned determines its development process, implementation owner, and success metric, says @Robert_Rose via @CMIContent. Click To Tweet

It’s not just a technology challenge, either. The company also wanted to create new brand content guidelines for the website. Is that a content team project informed by the brand team or a brand project in consultation with the content team?

Given content’s pervasiveness, you can argue it is part of any meaningful communications initiative the business takes on. But sales’ needs are different from marketing’s, and HR’s requirements are different from the demand-gen team’s. However, to achieve consistency in content and communication, it doesn’t make sense to let each function determine its content strategy.

To achieve the balance between an enterprise-wide content strategy and the unique needs of every function in the business, the leaders and practitioners must decide to whom content reports. Again, the agreement is important, not the where or what of the agreement.

3 key attributes to identify in the decision-making process

As you and the leadership ponder how to balance the enterprise content strategy and where it should sit, consider these three key attributes that play an essential role in success.

1. Develop a content operations backbone

I don’t care if you have two people and one blog and a website or a team of 50 who operate on 35 content platforms across multiple channels. A content operations infrastructure creates consistent success across your digital content experiences. Content operations is an enterprise-recognized set of integrated and shared systems (meaning technologies), standards, guidelines, playbooks, and processes to ensure reliable, consistent, scalable, and measurable content across the business.

Content operations acts as the backbone – the foundation – to ensure the content is created, managed, activated, and measured the same way across whatever audience and whichever channel the brand presents to.

2. Connect with the audience across platforms

You can no longer expect to create one optimal experience that makes up for a bunch of sub-optimal ones.No matter your size, it’s not good enough to have your blog subscribers separate from your marketing automation database and all that separated from your CRM system. This goes for all of your audiences – from new employees to external parties such as analysts, journalists, partners, vendors, etc.

In this approach, the goal is to engage, build, and develop relationships with audiences. Thus, connecting audience behavior with insights on how to communicate better is not a siloed functional need; it is an enterprise need.

3. Build an accountability framework

This attribute in one word? Standards (and a team to keep them.) In a truly fascinating way, one of the earliest activities in building a content strategy makes the biggest impact on larger businesses: Come to terms with what words around content strategy and marketing mean. What is a campaign? What is the difference between a campaign and an initiative? What is an e-book? What is an article vs. a blog post? How long should a white paper take to write? Most businesses assume these things or create meanings based on contextual needs.

At a recent client, one group expected the content team to produce white papers within a week of the request. Another group expected them to be delivered in six weeks at double the length that the other group thought.

An accountability framework – and its ongoing evolution – presents clear ownership and coordination of content standards (roles, responsibilities, processes, types) across the enterprise. This model should not detail the definitions and standards but identify how they will enforce them.

Start your content decisions by deciding together

Where should you begin?

Well, just like in the beginning, my answer is yes. Independent of where you start, the critical point happens in the deciding of the elements. To be clear, these are institutional decisions, not simply “what you think.” In other words, it doesn’t matter what you believe the definitions, roles, or processes should be if the other parts of the organization don’t know, believe, or care.

A great first step is to create that accountability framework and make people care about its existence. At first, it might create a language of content that everybody in your business understands. When someone says, “I’d like to do a campaign,” or, “I think we should write a white paper,” everyone understands what that means and what it takes to do it. Then, the benefits of an accountability framework will start to become clear.

It makes the case for a team assigned to lead this consistency easier. And that enables the team to connect those experiences and audiences in a way that makes sense for everyone.

In the end, you have found determining the where, how, and what of a content strategy implementation isn’t the most important. The act of deciding is.

It’s a strange combination. In isolation, the reason for deciding seems straightforward. So why wouldn’t anybody want a clear definition of what a campaign is or a single source of the truth when it comes to the tone of your content?

But stacked together, those decisions feel like they are bigger than the content team and really should involve the entire enterprise. (Spoiler alert: They do.)

If you want any desired consequence, you had better decide on all the things that would help create it.

It’s your story. Tell it well.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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