TikTok is the 7th application in the world to reach more than 51 billion downloads and became a formidable competitor to other social media platforms such as Facebook, Youtube, and Instagram. With amazing growth and development speed, TikTok is gradually being chosen by big businesses/brands worldwide to promote their brands and products. Unlike other social platforms, this million-monthly user platforms operate by its own algorithm. So, how could you attract viewers to your TikTok channel?
- Personalization in its highest form
- Curiosity incentive
- Use Hashtag or Brand Hashtag Challenge – a form of creating themed videos with #brand hashtags
- Conclusion
1. Personalization in its highest form
Alessandro Bogliari – CEO of Influencer Marketing Factory, content creators have shifted their focus on video content to retain audiences instead of relying on the luck of the TikTok algorithm or the old trends like lip-syncing content. To achieve a substantial amount of viewer attention, brands need to create content with consistent characteristics on the TikTok channel.
Currently, some popular content such as dancing, travel, beauty or review, and various unique content is appealing to many Gen Zer and brands. Typically, Le Thuy – one of the generation Z TikTokers has more than 2 million followers and more than 77 million likes on each video. She is well known from the TikTok clip “Uống cô cô nớt hong?” (Have some coconut water?). Le Thuy is well known for her humorous expression and the way she creates extremely unique and impressive content videos. Besides, she is also one of the faces that many brands are looking for. Specifically, Le Thuy has cooperated with the La Roche Posay brand in the campaign “Nhìn sâu hiểu thấu” (Look deep for understanding) and successfully conveyed the message that everyone should look deeply into the beauty inside each person from the skin. Concealer, Outer style brings a character perspective of beauty. Or better yet, the confident and jolly “Wax lông nách” (Armpit hair removal) series at home, has made her become the face for brands selling hair wax for women.
2. Curiosity incentive
According to Netsale statistics, TikTok’s main target group is Millennials (born between 1981-1996) and Gen Z (born between 1996-2012). For this group, brands need to be adaptive to catch the fastest and most relevant trends. Especially the Gen Z group, who have a hard time focusing on 30 seconds of normal speech, but they can listen to a good story in 30 minutes.
The secret for brands to increase views and increase interaction on each TikTok video is to make sure to attract viewers in the first seconds and the recommended video length ranges from 15 to 30 seconds. If you want longer videos, brands need to add more value to be able to retain customers in the best way. One of the ways to attract as well as retain viewers is that brands need to exploit content such as stories (drama), question-and-answer titles, humor, or content that save the best for last.
3. Use Hashtag or Brand Hashtag Challenge – a form of creating themed videos with #brand hashtags
TikTok is changing the Marketing landscape with an exciting new tool that brands can use to engage with potential customers, including Brand Hashtags. Hashtags play an important role on TikTok, it makes it easy for users to find videos they are interested in or can build a community based on the things they love. In particular, Brand Hashtag Challenge also helps brands best interact, it converts users from passive viewers to active participants. This is an extremely effective way to raise awareness, drive engagement, and build a massive following.
- Mirinda
In 2016, Mirinda introduced a new product, Mirinda Soda Ice Cream – a new and completely different carbonated beverage from other products on the market. However, the product has not yet “touched” the public in the most effective way, because Mirinda’s orange and coke flavors overshadow it and the marketing campaigns do not really attract consumers. So in 2020, Mirinda collaborated with TikTok to launch an experimental campaign hashtag #MirindaNgonXoanLuoi, which also aims to create brand awareness like a product, help increase sales, and help upgrade the world’s Brandlove young towards Mirinda through the campaign. The result was over 299 million views and over 60,000 video submissions.
- Lotteria
In 2020, Lotteria attracted attention when choosing Amee – a female singer from Gen Z as a brand ambassador after 23 years since starting business in the Vietnamese market. This service has brought great success with the hit “Instead of every girl loves you” – a product returned at the beginning of the year by Amee that is also Lotteria’s “cute word” to customers. Lotteria took advantage of the heat of the hit and launched a hashtag challenge called #URMyFavorite on the social networking platform TikTok. With the shimmer effect filter along with the quick start phase that attracted more than 525 views, more than 9400 videos, and became the top TikTok featured campaign in the first quarter of 2022.
4. Follow and catch the trend
Trends bring the theme of content and are used by content creators to produce content in different versions. These videos, when they become hot trends, will attract a large number of viewers. TikTok Algorithm understands this, when a person watches more than 1/2 of 2 videos with the same content topic, TikTok will start suggesting users regularly watch the topic video and the more users watch it, the trend is gradually forming. The benefit of this is that brands can create trend-related content that can attract viewers, increase interaction and views will also increase. Here are some hot trends causing storms in 2021 and 2022.
- “Nhìn sang trái” (On your left) trend
The “Nhìn sang trái” trend was started by TikToker RainDinh.camephim with authentic video content, near the information frame for styling instructions and integrating the song “Bước qua nhau” – singer Vu Trinh flew. Many of these “variable” content creators host in a variety of ways that keep viewers entertained. Up to now, the trend has collected more than 148,000 videos and is well-received by everyone.
- “6 ngày 6 đêm… gét gô” (6 days 6 nights… let’s go) challenge
This trend is spreading on social networking platforms, especially TikTok, and was created by TikToker Tới Thời Trần (@anhtoi4) – who specializes in making “test” videos in dense rural areas. In the video posted on April 2, 2022, the account owner made up his mind to take on the challenge: “6 days and 6 nights lying in the swamp” and ended with a commitment. This content quickly went viral. Along with that, a series of experiments with different types of “universal variability”, most of which are impossible to perform. The hot trend has helped the owner accounts to get more than 200 followers and more than 3.3 million likes after the phrase went viral on social networks.
Conclusion
With the power and powerful effects that TikTok brings, it has become a playground and an everchanging battle for brands. This will definitely be a repository of the same functionality to be able to exploit customers in the best way. Hopefully, through this article, brands will find the answer to the question “How to get a lot of views on TikTok channels?” and apply it most effectively.
