How to Optimize for TikTok Search for Better Brand Visibility

We recently touched on social search optimization and why brands should start including it in their marketing strategies. To summarize, the younger generations are using social media to find information, possibly even to the point that it could be affecting Google’s market share. Here’s the thing, though: no social platform is the same and neither are their audiences. What works for Instagram won’t work for TikTok because most Instagram users (28.4%) are aged 25-34, while most TikTok users (36.7%) are aged 18-24.

Optimizing specifically for each platform will get your content seen by the most eyes, and if your brand’s target audience is in the 18-24 age range, optimizing for TikTok search is the best place to start.

What is TikTok? A Crash Course

The CliffsNotes® version of TikTok’s history starts in 2014 when the social platform Musical.ly first launched. It was then acquired in 2017 by ByteDance before relaunching in 2018 as TikTok when it became a way to share dance challenges that exploded in popularity, like the “Floss” and “Renegade.” Although TikTok originally aligned itself with kids’ apps, the COVID-19 pandemic changed all that as people stuck at home were desperate for new sources of entertainment. And the rest, as they say, is history.

The TikTok Algorithm

The TikTok app perfectly embodies the quote, “Often imitated, never duplicated.” Facebook, Instagram, and YouTube have all since added their own versions of short-form video content (i.e., Stories, Reels, Shorts) and have even tried their hands at implementing what makes TikTok…tick. The algorithm that drives meticulously curated content to your For You Page (FYP) gets more accurate in determining what you want to see the more you use it. Facebook and Instagram could never.

As with Google and SEO, the TikTok algorithm has prioritized ranking factors you can use to boost your content’s chances of showing up on your target audience’s FYP.

• Engagement
• User Interactions
• Video Information
• Device and Account Settings

Another thing that TikTok and Google have in common is their goal of leading users to relevant content. The good news for new creators is that the TikTok algorithm emphasizes the relevance of that content over creator popularity.

How to Optimize Your Content for TikTok Search

TikTok search is popular because it’s helpful. It’s where people go for recommendations, how-to resources, video reviews, etc. Which brings us back to Google, as they’ve even started integrating TikTok videos in their newsfeeds.

There are a few basics of content optimization that are the same across all platforms:

• Define your target audience
• Know the best times to post
• Use popular music in videos
• Add relevant hashtags

Additionally, just like with Google, SEO plays a significant factor in getting your content to rank higher in search results on TikTok. There are SEO tools that can help with keywords for web content, but if you want to tap into the TikTok audience, you need to go to the source. The Keyword Insights tool in the TikTok Creative Center shows what keywords are ranking in real time so you can plan your content accordingly.

Get the most out of your keywords by including them in the audio, captions, hashtags, in-video text, and closed captions. Another best practice is to ensure your main keyword appears prominently in the first three seconds of your video.

TikTok Search Optimization Tips and Tricks

• Use the predictive search feature to see what long-tail phrases are currently trending. Just type a few words and wait for the predictive text to generate the rest.
• Study trending content. Participate in relevant TikTok challenges or create your own branded challenge to create and encourage engagement with followers.
• Duet or stitch popular videos by more established brands. This method is like the TikTok version of a backlink, as it builds trust and brand reputation – especially if the brand you stitch responds or comments on your video.
• Create LOTS of content. TikTok is the one platform where you don’t have to worry about oversaturating your feed. TikTok recommends posting up to four times a day, which isn’t always realistic, so a good starting point is three to five times per week.

How to Optimize Your TikTok Account for Brand Visibility

When your content shows up on a user’s FYP, they’re going to click on your profile to see what you’re all about. Give them everything they need to know without having to search for it, and they’ll be more likely to remember your brand in a positive light. When setting up your TikTok account, here are a few things to keep in mind to optimize it for brand visibility:

Your TikTok Username: Make it relevant and memorable. Include underscores to help with readability since it all gets smashed together into one word.

Your TikTok Profile Photo: Use a clear picture of your face without a lot of background fuss, one of your most popular products, or just your logo.

Your TikTok Bio: Keep your TikTok bio short, sweet, and to the point. Use relevant keywords, emojis, and special characters to stand out and include a call-to-action (CTA) that solidifies the “who, what, and why” of your brand.

Link in Bio: TikTok allows one link in your bio, so use it wisely.

TikTok-Instagram Cross Promotion: It’s a win/win if you can get your TikTok followers to jump over to Instagram and follow you there, so don’t forget to add this connection.

TikTok Page Optimization: Amplify organic content to drive content to specific pages within your account using TikTok’s Page Optimization tool so you can build your digital presence and increase page views.

 

TikTok has over 1 billion active monthly users worldwide, with 150 million of those in the United States. With the rising number of people using the app to find information, can you really afford not to include it in your social media marketing strategy?