What to Expect from TikTok Marketing in 2022

Viral videos, immediate reactions, and unparalleled social media reach have become the standard for brands. It has also completely transformed how a brand can engage and communicate with their consumers, allowing a direct way to build an authentic following and better connect with their audience. 

Social media is ever-changing, and for 2022, it will be no different. While many brands continue to build their following on platforms such as Facebook and Instagram, the latest forecasts have dubbed TikTok the world’s third-largest social network. TikTok has 1 billion active users monthly, and in 2021 alone, 383 million people downloaded the app. Of the 267.6 million mobile internet users in the USA, 37.36% are TikTok users.

If you aren’t using TikTok, now is the perfect time to start. Here’s what to expect from TikTok in 2022 and why this platform should be a priority for your brand.

In a sea of millions of videos on TikTok, it’s imperative to ensure that the content you are producing is unique and captivating enough to “stop the scroll” and get eyes on you. Even more important is finding a way to drive those viewers to discover even more of your content and follow your channel. Think about what your brand does well and what makes your content interesting and different. Additionally, to set your content apart, you could incorporate music that suits your brand and product to keep users engaged.  You can also take advantage of the nearly 150,000 cleared songs available for free use on TIkTok. Things on the TikTok platform move at a rapid pace, and through experimenting, you’ll soon find out what your audience enjoys and shares.

One segment proving to be incredibly popular with TikTok viewers is videos that educate the audience. Once you’ve narrowed down your niche, think about what you can teach viewers about your brand, or offer “how to’s” or tips and tricks that they can benefit from in a bite-size format. By creating content that teaches your audience, you will likely encourage them to visit your other social channels, particularly if you offer a clear call to action at the end of your video.

As TikTok is more of an entertainment platform than a lifestyle platform, more and more users are choosing to interact with it frequently throughout the day and spend more time there. According to Bloomberg, in the United States, the average time spent on TikTok is 68 minutes per day. Therefore, producing more content (TikTok recommends posting 1-4 times daily) will help keep eyeballs on your brand’s page for a much longer time and encourage them to discover all the content you have to offer.

TikTok recently expanded its “Live” platform, allowing creators to live stream to an audience and respond to questions and comments. Newer features now include the ability to go live with other creators, use a content moderator, or host a Q&A session, making it more competitive with platforms like Facebook and Instagram. Creators have the ability to schedule and promote an event to their followers and allow TikTok users to browse current live streams that may be relevant to their interests.

There has been an outcry for many social media platforms to become more accessible to those who are hard of hearing, deaf, or watching without sound. TikTok recently enabled their auto-captions feature that transcribes audio, which helps a segment of this population. It also looks like there will be a translation feature launching in the near future. Using features like these can help viewers stay engaged with your content and make them likely to return to it in the future. 

Now that you know what to expect from TikTok marketing in 2022, you may still find yourself intimidated or even overwhelmed in getting started. Digital marketing can be challenging to tackle all by yourself, but Integrate can help. You can learn more about how we can help you tailor your approach to social media here.