TikTok users are far more likely to search, for example, for [why does my mood change in the winter?] than [supplements to treat seasonal depression].
Moreover, TikTok’s For You page surfaces new content based on past user behavior and interests – not keywords.
Because of this, TikTok is a powerful platform for discovery and for brands to align themselves as experts on issues or needs near and dear to TikTok’s users.
Tactics-wise, using hashtags, having mindful and consistent interaction with users and trend monitoring are all vital for success on TikTok. Still, maintaining authenticity is the most important (you might be sensing a theme here).
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6. Users crave authenticity
Why am I harping on authenticity so much?
Because it’s the kind of content users want to consume, as study after study on user behavior and priorities over the last two years has shown.
Aim to build connection and trust over a quick sale and you’ll have a much healthier long-term content program.
Not coincidentally, success on the platforms we’ve already discussed relies on the same kind of approach.
7. People engage with people
Some brands can carry off a ton of personality on social media. (Wendy’s was one of the first to stand out using that approach.) For the most part, users want to feel like they’re part of a conversation, not being talked at from a corporate account.
This makes content like UGC (user-generated content), first-party POVs, customer spotlights and expert interviews great plays for engaging content.
8. Data still matters
While making your brand as relatable as possible to your ICP, remember that data can be a powerful accelerant to growth.
Use data to track user behavior on your website and other owned media.
Look for user engagement patterns to identify emerging trends and make sure you’re identifying peak days and times to optimize engagement with your users.
Make sure you’re A/B testing to find the most engaging variations of your content (e.g., a video mashup of people using your product vs. one person’s in-depth review) so you can apply those to future topics.
9. Communities and forums are underutilized growth opportunities
Especially in some industries, topic-specific communities and forums are underutilized growth opportunities.
Brands doing community engagement well practice initiatives like active participation (answering questions and sharing insights), event networking and influencer collaboration.
Communities and forums are also very rich sources of ICP insight.
Members of the communities and forums most relevant to your industry will deliver a ton of information on their challenges, pain points and even how they perceive you and your competitors in the market.
Make sure you’re finding a way to collect that knowledge and relay it to your marketing and product colleagues.
Dig deeper: SEO for user activation, retention and community
Watch: SEO beyond Google: Building your brand on Reddit, Quora, TikTok and more
Here’s my full presentation from SMX Advanced. Enjoy!
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