TIKTOK PROVIDES ADVICE ON AMPLIFYING BRAND EXPOSURE BY ENGAGING WITH RELEVANT COMMUNITIES.

TikTok has shared some valuable advice on how brands can expand their reach and boost their exposure on the platform by connecting with different topical communities. By linking into both related and unrelated groups, brands can establish meaningful connections with members and maximize brand recognition among users. According to TikTok, businesses should not restrict their brand to only the groups most closely aligned with their industry. eBay, for example, has successfully connected with sneakerheads on the app by creating targeted content specifically for this community. This has allowed eBay to expand its reach and tap into a broader range of communities on the platform. So, how can businesses do the same? TikTok suggests that brands first need to identify subcultures on the platform that may be relevant to their brand. They can use TikTok’s Keyword Insights Tool to identify relevant crossover communities by exploring top keywords in their industry and where else they might apply. By doing so, they can find expanded topics of interest, which could guide them towards relevant communities they hadn’t previously considered. TikTok recommends using the ‘Stay and Play’ framework for unconnected communities, where brands ‘Stay’ in the most obvious communities for their brand, but ‘Play’ in the less obvious ones. This allows them to experiment with new ways to reach and connect with these groups. Once businesses have identified these secondary communities, they should research what resonates with each and create content that aligns with their interests. TikTok also advises that brands should employ certain tips when creating content for all communities, such as going lo-fi, shooting vertical and hi-res videos, featuring real people, using sound, TikTok-specific editing techniques, having a narrative, and adopting category and vertical norms. By following these tips, businesses can maximize their messaging and establish relevant connections with users in new ways, helping them to reach a wider audience and increase brand recognition on TikTok.