TikTok Content Creation: What Makes The Platform Different?

In the rapidly growing world of social media, TikTok content creation has redefined how creators create, and audiences consume content. Unlike other social media platforms, TikTok stands out for its short-form video content, interactive tools for content creation, and smart content discovery algorithm.

It has around 1.04 billion monthly active users, making it the perfect option for brands and influencers to reach out to and engage with their target audiences. However, to achieve success on TikTok, content creators need to understand why the platform is so popular and what differentiates it from others. That’s exactly what we’ll cover in this blog, so let’s get started!

Why Is TikTok So Popular?

TikTok is one of the most engaging platforms out there. In fact, statistics have shown that the engagement rate by follower count on the platform is 2.65%. Just as a comparison, the same metric for Instagram is at 0.70%. Some of the key factors that contribute to TikTok’s popularity include: 

1. Content Discovery Algorithm

TikTok features trends and dance crazes that can serve as an inspiration for creative content ideas. Creators follow a trend because they believe it will easily make them viral. One of the key factors that contribute to the social validity and popularity of such trends is celebrities who join in on the fun. This factor contributes to TikTok’s popularity because it fosters a more inclusive and engaging environment on the platform.

2. Short-Form Video Content

TikTok trends and communities have made it easier for its users to find like-minded people based on their favourite content. These TikTok communities are categorised by video types and common hashtags. With such features, TikTok content creation becomes more appealing for influencers and content creators, helping them reach their target audiences more effectively.

All they have to do is feature the relevant hashtags in their content’s caption so it can be shown to a specific community. Having such organic and intuitive targeting mechanisms is another factor contributing to the platform’s popularity.

3. Creative In-app Editing Tools

TikTok short-form video success was the main reason why it instantly became popular among social media users. Short-form content is more appealing to users as it requires a minimum amount of time and keeps them engaged.

Such content consumption requirements are highly favourable to creators as well. With such requirements, creators only need to record 15 seconds to 3 minutes of short-form content that is likely to drive engagement and doesn’t require a ton of effort to create.

How Is TikTok Different From Other Social Media Platforms?

Alright, so now that you’re aware of what makes TikTok so popular, let’s focus on the six key factors that make the platform different and how these factors can be leveraged by content creators.

1. Content Discovery Algorithm

TikTok’s “For You” page is another intuitive feature of the platform. It is powered by a sophisticated algorithm trained to show users the content that is most relevant to them. Such content personalisation is based on user interactions, device information, and location.

Influencers can take advantage of the TikTok algorithm for content discovery to get a better organic reach on the platform. This algorithm might not seem like a big deal, but it works wonders for content creators who know how to use it.

For instance, content creators can ask their current followers which type of videos they watch the most. They can then use these insights to create content and reach new audiences with similar preferences via the “For You” page.

2. Short-Form Video Content

TikTok was among the first platforms to introduce the short-form video content concept, which is now a predominant contributor to its popularity. With videos ranging from 15 to 60 seconds, it's more convenient for viewers to consume content.

Content creators can leverage this factor to achieve success on the platform by understanding the dynamic of such content. These dynamics are often centred around having an intriguing hook, direct and to-the-point content that adds value, and call-to-action to drive engagement.

3. Creative In-app Editing Tools

TikTok provides creators with in-app access to creative tools, allowing them to make their content unique. Having such tools allows content creators to edit and design content without even leaving the app. This might not seem like a big deal at first, but having the ability to edit content in an app from which it will be shared really streamlines the content creation process.

This streamlined process can then help content creators publish a greater number of videos. In addition, they also get to have access to visual and audio effects that are native to the platform and have a greater success rate.

4. Duets For Collaboration

Unlike any other social media platform, TikTok promotes collaboration in the most unique way to build user connections. TikTok collaboration tools like Duets allow users to add video alongside someone else’s content with a simple tap on the screen. This feature is perfect for those looking to add a musical element or a vocal collaboration with another user’s content.

The Duet feature is another game changer for content creators, given that it can lead to endless creative possibilities. For instance, if you’re a content creator who wants to build a more personal connection with your audience, you could use this feature to make a reaction video to a new or maybe even an old song, showing your audience how you really feel when you listen to it.

5. Marketplace For Businesses

TikTok has become a platform for over a billion users, giving businesses an excellent opportunity for promotion. With such a large user base, there is always a potential to turn viewers into customers by promoting products on the entertainment platform.

TikTok marketplace gave rise to the famous hashtag #TikTokMadeMeBuyit trend, which has now become a source for businesses to promote their products. Now, TikTok is competing with eCommerce giants like Amazon by introducing its own Seller Center to provide online sellers with the necessary tools.

Content creators can use such tools and capabilities to market their own or someone else's products and earn either profits or commissions.

Brands That Succeeded On TikTok

When it comes to brands leveraging TikTok content creation for promotional purposes, one company that stands out is Gymshark. It’s a well-known fitness apparel brand that secured massive success through TikTok in its early stages by engaging with fitness communities and influencers.

The brand initially struggled to find the right audience. However, it eventually became recognisable after utilising various TikTok content creation strategies that include: 

1. Developing a partnership with influencers who showcased their routine while wearing Gymshark gear in their TikTok content.
2. Launching their own viral hashtag, “#Gymshark66”, which was about completing a challenge of working out for 66 days while posting their progress.
3. Posting regular content on TikTok featuring fitness tips, dietary plans, and workout videos.

Conclusion

Achieving success on TikTok is by no means an easy thing to do. To develop content that captivates the audience, creators must know that TikTok is popular because of an environment that fosters trends and has easy access to content. In addition, they should also learn to use factors that differentiate TikTok from other platforms to their advantage. Some of the key takeaways for achieving success on TikTok include using third-party tools for captivating soundtracks, using the in-app tools to streamline production, and posting in line with trends.

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