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In this blog post I will give you a quick introduction to TikTok. First I will explain to you what TikTok is, second I will share with you what I love about it, and third I will share with you its the biggest downside in my opinion.

I have been managing TikTok profiles for about a year. This blog post is based on my experience managing TikTok profiles. I decided to write this blog post because many of my clients have become increasingly more interested in developing a presence on the platform.

1. Introduction to TikTok

TikTok is an app that is available in the AppStore and on GooglePlay. It is also the hottest new social media network! According to a report published by Sensor Tower, the leading provider of market intelligence and insights for global apps, TikTok was the second most downloaded app worldwide in 2019. It was second only after WhatsApp. So, in 2019 it was downloaded more than Facebook or Instagram!

Profile Example

The profile layout in TikTok is very similar to the profile layout in Instagram. Your profile picture and you user ID are at the top. Then there is a row of numbers that includes the number of people who you follow, the number of people who follow you and the total number of likes that you have received on the platform.

Under the row of numbers there is a row of buttons. The row of buttons consists of an“Edit Profile” button, a button to link your TikTok profile to YouTube and Instagram, and a button to view your saved posts. The middle button is the most important in my opinion. You can use this button to help people find you on Instagram or YouTube.



TikTok is unique because it is a platform for short videos. Other well established social media networks are mostly focused on pictures. More specifically, on TikTok you can post videos up to 1 minute long. It is very important to pair those short videos with appropriate music from TikTok’s extensive audio library. In addition to music, the app offers a variety of other features such as special effects, filters, stickers, transitions etc. You can turn your ordinary videos into very interesting videos on TikTok. Those features are a lot of fun to use, but be careful to not over-use them.

2. What I Love About TikTok

Organic reach vs. paid reach on social media

Marketers like to use social media networks to drive brand awareness and reach potential new customers. There are two ways to reach people on social media, through organic or paid reach.

Organic reach is the number of people who see your content without paying for distribution. When you post something good on Facebook you would expect the Facebook algorithm to work well and show that content to a bunch of people who would be interested in seeing it. But, that is not how the well-established social media networks work nowadays. When you post something on your business page on Facebook, that post will be shown only to people who have already liked your page and a few of their friends. When you post something on your business profile on Instagram that post will be shown primarily to people who already follow you and only a few additional new people.

Paid reach includes the people who see your content as a result of paid promotions. As Facebook and Instagram have grown over the years the organic reach on those networks has been decreasing and it is almost non-existent bow. Therefore, in order to reach new people on those well-established social media networks nowadays you have to pay for it.

Organic reach on TikTok

The thing that I love the most about TikTok is the fact that it is not as greedy as Facebook and Instagram. If you post something on TikTok that post will be shown organically to a good number of people. If you post something really good on TikTok it will be shown to many people on the platform.

Marketers work very hard to create good-quality engaging posts for clients. It is very satisfying when our good work is rewarded with good organic reach. I love the fact that TikTok still does that, you can still achieve good organic reach for your posts on TikTok!

3. The Biggest Downside of TikTok

TikTok is different than other social media networks because it is a platform for sharing short-videos, not pictures, text or links. In my opinion, the fact that TikTok requires a different content type is the biggest downside of the platform.

Most of my clients struggle with creating content for TikTok. Brands are just not used to thinking about creating videos for social media. They are not there yet! My team has also struggled with creating short, authentic, videos for clients for TikTok.

I hope you found this blog post helpful! I have also recorded a video about this topic for my YouTube channel. Click here to watch the video. If you need help with social media for your brand, click here to learn more about the social media services that we provide.