However, commenting is especially important. Metrics that affect your engagement rate include: TikTok likes, comments, shares, and downloads. When it determines whether to promote a video more widely, TikTok prioritizes engagement almost as much as the completion rate. However, a trending hashtag isn’t the most important factor.īy adding accurate and relevant hashtags to your post, you can ensure your videos reach your desired viewers.īrands should also be sure to add shopping-specific hashtags, like #TikTokMadeMeBuyIt, so people who browse those hashtags can discover your video. TikTok says hashtags are one of the pieces of information it uses when it decides which videos to recommend on a given user’s FYP. When a brand posts a sleekly filmed video, it will immediately look out of place on someone’s FYP, and they’re likely to treat it as an ad and swipe away. People watch TikTok videos for the stories or the insights, not for the production value. The low production quality is part of the appeal. TikTok is dominated by front-facing camera videos: regular people talking into the camera on their walk, on their couch, from under the covers of their bed. The biggest mistake a brand can make is to spend a lot of money creating TikTok videos that feel too professional. 3) Don’t worry too much about production quality If it doesn’t, viewers will stop reading and swipe to the next video. It has to be funny, or have a clear takeaway. The one caveat: there has to be a point to the text. A study from Hootsuite concluded, “The more text you have on the screen, the better. The more they read, the longer they watch it. If there is a lot of text splashed across the video, as long as the video is engaging, people will try to read it. When the shot was longer, her video got 4,460 views.īut when she cut down the last moment to just 1 second, so many people re-watched it that she netted 1.6 million views, which is roughly 358 times more than the first. In another, the final shot lasted only 1 second. In one, the final shot lasted 4-5 seconds.
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