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When TikTok took off, it was an app for dancing and lip-syncing videos that many thought would disappear as quickly as it showed up. A couple of years later, it’s the fastest-growing social media platform that attracts a billion users.Businesses can no longer ignore or disregard TikTok, and more and more brands seek to attract the attention of the younger audience that is crazy about this app. Still, succeeding on TikTok as a business is not without its challenges.The uniqueness of the platform demands a marketing approach that’s completely different from marketing strategies used on other social media. Before you start uploading on TikTok, you need to study the popular videos and see what you need to do to be successful.You need to find the answer to several questions. What is the most liked video on TikTok? What makes it so unique? What can your brand learn from the strategies that the most popular content creators use to generate more likes and followers?We’ll help you understand what type of content performs well on this fast-paced platform and how to use TikTok for your business.
https://www.tiktok.com/@bellapoarch/video/6862153058223197445Source: Bella PoarchThe most liked TikTok video is Bella Poarch’s clip where she bobs her head to Millie B’s M to the B song. The video has received an incredible 55.1 million likes and has 2 million comments on it.The success of Bella’s video still surprises social media marketing managers—at the time, Bella wasn’t as big of a name as she is today, and the song she used wasn’t a part of a viral trend. In fact, she made it popular, and the platform was filled with copycat videos using the same track afterward.Here are the 15 most popular TikTok videos to date:TikTok VideoNumber of LikesBella Poarch—M to the B55.1 millionFranek Bielak—Mouth drawings49.1 millionNick Luciano—Lip-syncing48.3 millionToTouchAnEmu—Dancing video44.1 millionBillie Eilish—TimeWarpScan39.7 millionAdrian Chateau Wiles—Comedy39.5 millionKhaby Lame—Peeling a banana37.8 millionBritish Promise Cats—Cat video36.5 millionKhaby Lame—Opening a car door36 millionKhaby Lame—Opening a door35.4 millionEnbiggen—Spirited away animation34.6 millionKhaby Lame—Removing mask from cup handle34.6 millionDaexo—Baby34.6 millionJalapeno—Pick-up line33.3 millionKhaby Lame—Drinking a glass of water32.2 million
Looking at this list of the most liked TikTok videos, it may seem that there aren’t any lessons to be learned. If you have a business account on TikTok, it would seem silly to post a video where an employee shakes their head to a random beat. Still, this list can give us an insight into what type of content succeeds on this app.TikTok as a platform doesn’t require you to post videos with a high production value that takes video producers weeks to make. While your videos should still look great, you don’t have to overthink and invest too much into each post.If you look at Khaby Lame’s profile, which dominates the list, you’ll see that most of his videos are centered around him mocking life hacks by filming himself without using heavy editing.
Source: NBAIf you want to become famous on TikTok as a brand, you should focus on more personal and light-hearted videos that relate more to TikTok’s casual feel. A great example of a successful brand profile is the NBA.If you look at their social media accounts, you’ll see that their TikTok content differs from their tweets and Instagram posts. While they focus on the games and player stats on Twitter, they use TikTok to post videos that don’t directly relate to basketball.For instance, they post funny reactions from bench players, pregame dances, players answering fan questions, etc. The NBA has amassed 14.2 million followers, and their videos have received 203.7 million likes so far!You can also focus on trends and try to make viral videos that will bring you more views.Kaja, a South Korean cosmetics brand, capitalized on this by creating generally popular unboxing videos with their products and managed to gain an average of 150,000 likes per post in 2020. Since then, their following has risen to 1.7 million followers and 24.5 million likes.
Source: KajaAnother way to increase your engagement is to start a new trend and inspire user-generated content. Chipotle mastered this approach. They created several successful hashtag challenges, including #GuacDance and #ChipotleLidFlip.These two challenges had over 250,000 and 100,000 uploads, respectively, and the hashtags gathered over 1 billion likes overall.
Before you start uploading videos to gain more followers on TikTok and increase your engagement on posts, you should think about what type of videos you should create. As a business, you can’t go down Khaby Lame’s route of mocking other people’s posts, and your company may not be suited for posting funny videos like the NBA.What you should do is figure out how you can promote your business without being too sales-y about it. Your videos need to:
TikTok users love spontaneity. You’ll probably be better off posting a video that has a mistake in it than one that’s been edited to perfection. TikTok videos have a unique feel to them, and you need to focus on creating content that’s tailored for the platform.
When it comes to receiving likes organically, the best way to do that is to have a viral video that will end up on the For You page. Going viral is easier said than done, but the Discover section can help.Use the Discover page to see what is trending at the moment and find hashtags and trends you can use for your posts.This can help you build a fanbase quickly, and you don’t have to worry about users disliking brands who join in on a trend. Unlike other social media users (especially on Twitter), TikTokers are more friendly toward businesses—61% of users enjoy seeing a business post a trending challenge.It’s also important to use song tracks that are popular at the moment. While scrolling through the For You page, you’ll find plenty of videos using the same track for a period of time before it becomes stale and people move on to something else.You shouldn’t hesitate to jump on the bandwagon in the hopes of reaching new people, but don’t do every challenge you find—if you’re an electronics company, it makes little sense to participate in makeup challenges.
This relates to focusing on a certain type of videos like Kaja did with unboxing their products.Once you find something that works for you, stick with it. Take a look at Fenty Beauty’s posts, for example. While they post various types of content, makeup tutorials are still their bread and butter.
Source: Fenty BeautyThis also includes the duration of your videos. Try to always keep it around the same length—if your followers are used to watching 3-minute videos over 10-second ones, give them what they want.
Like with any other social media platform, you can use advertising on TikTok to promote your brand and reach new audiences. TikTok allows you to target a certain demographic and present your content only to them.When you create a video for an ad, make sure you create something attention-grabbing as most users are not likely to spend too much time watching an ad that doesn’t catch their eye immediately.
TikTok Ads Manager allows you to set up a paid ad campaign to promote your business to the platform’s users. When you make a video to be used in your ad campaign, it will not show up on your profile like your regular content.To start a campaign, you need a minimum budget of $50 and a clear idea of what the goal of the campaign is, choosing from:
When you figure out what you want to do, it’s time to create your ad.
TikTok has five types of ads:
The last two focus on the content created by other users rather than your own videos used as ads. If you manage to get your hashtag or effect trending, your company name will show up all over TikTok, creating a buzz around it, and many users will organically flock towards your account.
Source: Georgia de LotzIf you post a video that you feel great about and that is already gaining some traction, you can use the in-app feature Promote. Promote allows you to select an already posted video and display it as an ad to your target audience.You can choose what the goal of promoting your video is, and TikTok will display it accordingly. Your options are:
Once you choose your goal and set your budget, the promotion will start. During the active promotion, TikTok allows you to follow the performance by giving you data on:
Companies that used Promote successfully got outstanding results—Strike Gently Co. got 700,000 views, and At Last Entertainment & Events increased the number of followers by 90%.
Perhaps the most efficient way to increase your engagement and get new likes is through influencer marketing. Influencers mostly make money on TikTok via:
The Creator Fund is TikTok’s program that pays influencers for creating engaging content and generating traffic on their platform, while sponsored posts are videos influencers are paid to upload to promote a certain company. Through sponsored posts and the Creator Fund, the most popular creators, like Charli D’Amelio and Addison Rae Easterling, have managed to earn millions of dollars!As a business, you can use influencer marketing to reach a massive audience through the creativity of a popular TikToker. Their content receives almost guaranteed likes, and many of their followers try to replicate their videos, meaning that you’ll benefit from more than a single video upload.Influencers’ videos are more likely to show up on the For You page, which means that you don’t have to pay D’Amelio or Khaby Lame’s sponsorship rates to have the desired effect. Smaller influencers can still do the work for you while charging less:TierNumber of FollowersPrice per PostNano-influencer1–10,000 followers$5–$25Micro-influencer10,000–50,000 followers$25–$125Mid-tier influencer50,000–500,000 followers$125–$1,250Macro-influencer500,000–1,000,000 followers$1,250–$2,500Mega-influencerMore than 1,000,000 followers$2,500+
It’s not an easy task to build a following on social media as a brand, especially on TikTok, which focuses on the younger generations and requires a unique approach.TikTokers relate to specific types of videos, and businesses need to invest both time and money into figuring out what works for them and how to get users to engage with their content.For companies, running social media accounts is only one aspect of running the whole business. An in-house social media manager has to take care of your socials, which consists of too many different tasks, such as creating content, interacting with followers, setting up and evaluating ad campaigns, and so on. The worst part is that they have to do this for multiple platforms, and they can’t copy-paste content from other social media on TikTok.If you want to succeed on TikTok as a business, you need to give it special attention, or your efforts will be futile.
The best way to create videos that will get likes on TikTok is to have them done by someone who knows what works on this platform.Kubbco is a social media agency with a team of professionals who have many successful TikTok campaigns under their belt. Our team consists of video producers, ad strategists, content creators, designers, sound engineers, and other experts dedicated to creating perfect campaigns and TikTok videos your target audience will relate to.We have experience in creating engagement through both paid and organic channels, and we will work with you from start to finish. We will:
If you want to have an insight into how we do it and receive the latest tips on succeeding on TikTok and other social media, you can subscribe to our newsletter.
All you need to do is reach out and tell us what your goal on TikTok is, and we’ll do everything else. You can join the list of companies who have already found success with us and attracted a significant following on this platform.With OLAPLEX, we managed to gain 22,000 new followers and receive 5.1 million views in only five weeks! Their two most liked videos received 87,000 and 49,500 likes.
We also collaborated with essence cosmetics for two years and two months. During that time, we created 556 videos for them, 12 of which went viral and received over 1 million views each. Altogether, they received 73 million views and 7.1 million interactions. Your TikTok account can get similar or even better results—contact us to see how we can help you create a TikTok campaign that will attract millions!
Featured image: Business Insider
I create viral TikToks for brands.
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