3 Strategies for Building Your Audience on TikTok

Social Media
Digital Marketing
May 9, 2023

TikTok has become one of the most popular social media platforms in the United States, boasting over 150 million active users. It is also rapidly gaining popularity over other social media platforms, like Instagram and Facebook, as users are spending about 56 minutes per day on the app. If you're looking to reach a specific audience and stay on top of social media trends, TikTok is a great place to start. It can be challenging to stand out with so much content being uploaded every day. Here are three strategies to help you find your target audience on TikTok.

Understanding the TikTok Algorithm

TikTok's algorithm is the driving force behind the app's user behavior. It is responsible for curating a personalized For You feed that displays content based on your interests and viewing habits. The algorithm's main purpose is to increase exposure for creators, enabling their videos to reach an audience beyond their immediate followers. 

How Does The Tiktok Algorithm Work?

The algorithm considers a range of factors when selecting which videos to display. Some of these factors are listed below and include user interactions, video information, and trending keywords. This presents all kinds of opportunities for any person or business looking to grow their following organically. Creators are not limited to the size of their following and success is more achievable at lower budgets.

  • Comments
  • Likes
  • Watch time
  • Trending sounds 
  • Music
  • Keywords found in native text
  • Captions
  • Hashtags

Paid and Organic Social Strategies

With targeting becoming more limited on paid advertising campaigns due to privacy concerns, growing your list of followers organically is more valuable than ever. The platform was most popular with younger users when it began, but has now proven valuable for businesses looking to target and grow their following with users of all ages. In fact, 63% of TikTok users are over the age of 30¹. As the percentage of older users grows, businesses are increasing their paid and organic activity on the app. Here are 3 tips to incorporate into your overall strategy.

#1 Use Authentic, Low-Budget Content

One of the main appeals of TikTok is that users appreciate content that feels authentic and relatable. You don't need a big budget or fancy equipment to create successful TikTok videos. Focus your TikTok marketing strategy on creating content that reflects your brand's values and personality while staying true to the casual, playful nature of the platform. This approach is particularly effective for brands that want to connect with people searching for specific information who may be skeptical of traditional marketing tactics.

#2 Create Catchy Hooks

TikTok is all about hooking viewers within the first few seconds of a video. Use creative, attention-grabbing hooks to draw viewers in and keep them engaged. These hooks could be anything from an interesting fact or a surprising statistic to a funny joke or a clever visual. Keep in mind that you only have a few seconds to make an impression, so make sure your hook is strong enough to capture viewers' attention.

#3 Utilize Keywords in the Native Text

TikTok's algorithm favors content that uses popular hashtags and keywords in the native text. Take the time to research the hashtags and keywords that are most relevant to your brand and incorporate them into your video descriptions and captions. This will make it easier for users who are interested in your content to find you on the platform.

Improve Your Social Media Strategy 

Reaching your target audience on TikTok requires a combination of authenticity, creativity, and optimization. By using these three strategies, you can create engaging content that resonates with your target audience and helps your brand stand out on one of the most popular social media platforms today. Modera helps businesses achieve their reach and engagement goals using social media as part of an integrated marketing and advertising strategy. Let's work together to drive results for your business. Contact us today to get started.