TIKTOK has enjoyed explosive growth over the past three years. Prior to attaining its current level of popularity, the lip-syncing app Musical.ly dominated the space, having over 100 million active users. The app was shut down after Chinese company Bytedance closed an acquisition in a deal that was reported to be worth US$1 billion (RM4.6 billion), making it among the most valuable startups in the world.
Since then, the app has been downloaded over a billion times globally, with 96 million users in the United States alone. The app was first known as a platform to share short 15-second clips, but has since expanded to allow users to post videos of up to 10 minutes in length. It first gained popularity among teenagers, and realising an opportunity there, major brands and companies like Nike, Coca-Cola, and Google began to advertise on the platform, increasing its reach to users across all ages.
During the recent Seashorts Film Festival, TikTok organised a workshop conducted by community specialist Andrew Gan on becoming a content creator on the app and outlined several best practises and guidelines to follow. With extensive experience in this field, Andrew has worked with tech startups in esports and the entertainment scene. At TikTok, Andrew works with creators to inspire creativity and bring joy to the entertainment ecosystem.
Use headlines
Given the vast amount of content available on the platform, using video headlines allows users to quickly decide on which videos to click on, and provides context for a more integrated experience. Having a video headline also helps organise and differentiate the content in your own gallery or library as you grow your profile.
Vertical format
Record videos in a vertical format to create a more engaging experience for mobile users. The recommended TikTok video size is 1080 x 1920 with a 9:16 aspect ratio. Following the recommended dimensions and aspect ratio ensures that your content will be visible across all devices.
Short and punchy
Different platforms count views in different ways. For TikTok, the moment your video plays, it is considered a view. There is no minimum watch time beyond that initial, split-second engagement. That does not mean, however, that watching your own content on replay will generate more views. TikTok does not count views from your own account. Shorter videos tend to do a lot better to longer-form content.
Create a hook
Users should not shy away from exploring trends and hashtags. The objective of every TikTok creator is to get featured on the app’s For You page (also known as FYP). The FYP is your homepage on the app, and it algorithmically curates an endless feed of content tailored to your interests. TikTok’s unique distribution and algorithm system allows every video a chance at going viral.
Be consistent
Andrew reiterated that to grow as a content creator, users have to populate their profiles regularly to ensure an organic growth in audience. Posting and publishing your content at optimal times such as during commuting hours or lunch breaks also maximises the potential to reach new users.
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SookMian Chiang, Partnership Manager at TikTok said “there is often a misconception that TikTok is a platform for younger users because of the dance challenges, comedy sketches, and parody videos that they see. However, TikTok is actually a welcoming platform for all ages to showcase their creativity and find their community. No matter if you are a teacher or a firefighter, TikTok offers people of all ages and backgrounds a voice.” – The Vibes, September 29, 2022
