Information for this blog post was obtained from Hootsuite, Sprout Social, and Semrush Blog
Amid the ever-changing landscape of social media, TikTok has undoubtedly emerged as the new favorite for brands to interact with users. With the charm of short videos, TikTok has not only transformed the way content is consumed but also provided brands with an excellent opportunity to create, nurture, and solidify their brand communities. In 2024, as TikTok's algorithm continues to be upgraded, building a brand community has become the key to standing out.
In this blog, we will delve into how brands can build a thriving community on TikTok, leveraging the latest strategies, tools, and success stories to help brands steadily grow in the face of fierce competition.
TikTok Algorithm Decoded: The Engine Driving Community Growth
TikTok's algorithm has always been a core part of its unique appeal. Unlike other platforms, TikTok's recommendation algorithm continuously tracks and analyzes user behavior, quickly suggesting content based on our interests. This allows even small brands to gain visibility. So, how can brands leverage this to build a thriving community?
First, TikTok determines the popularity of recommended content based on factors such as our watch time and interaction behaviors (like likes, comments, and shares). Therefore, brands should focus on strategies that enhance content visibility. For example, showcasing the most exciting part of the video within the first few seconds can capture attention or create suspense. As mentioned in "How to Get Followers on TikTok in 2024," brands should utilize popular hashtags, sounds, and challenges to maximize their chances of appearing on users' For You Pages (FYP). With sustained exposure, brands can quickly build a substantial follower base and further convert these followers into community members.
Interaction is King: Building True Community Engagement
Interaction is essential to building a strong brand community on TikTok. It's not just about presenting content to an audience; it's more important to foster a dialogue between users and the brand. On TikTok, interaction serves as the bridge between brands and fans, often taking place through challenges, Duets, and the comments section.
According to strategies outlined in "The 2024 Guide to TikTok Marketing," brands can initiate engaging custom challenges that encourage users to create content around the brand. For example, a cosmetics brand could launch a "No Filter Challenge," inviting users to film videos showcasing their natural skin state while using the brand's products. Through this kind of user-generated content (UGC), brands can quickly close the gap with their fans, creating a strong sense of community and belonging.
Unlike Instagram or Facebook, TikTok's comment interactions are more immediate, which is a key factor in enhancing community engagement. Through live streams or real-time Q&A sessions, brands can not only showcase their expertise but also respond promptly to fans' questions or feedback. This direct and immediate interaction strengthens the relationship between brands and users, making it easier to build a loyal community.
Integrating Native Content and User-Generated Content: Shaping Brand Authenticity
Compared to other platforms, TikTok users are more inclined to embrace content that appears "unedited." Users crave authentic, unpolished content rather than overly packaged advertisements. This trend provides brands with the opportunity to create genuine content, fostering deeper emotional connections with their fans.
Brands can blend user-generated content (UGC) with native videos to spark fans' creativity. A great example is the "#GucciModelChallenge," which successfully inspired users to recreate Gucci model looks, attracting massive fan participation and further spreading the brand's culture.
Additionally, brands can also actively invite fans to contribute to content creation by showcasing their work, enhancing community cohesion. For instance, inviting fans to represent the brand or demonstrate unique ways to use its products in videos are effective ways to build trust and engagement within the community.
Case Study Analysis: Exemplary Brands with Thriving Communities on TikTok
Whether it's niche brands or globally recognized enterprises, TikTok offers endless possibilities for them. Make Up For Ever launched a challenge encouraging users to showcase their makeup looks using the brand's products, especially under specific themes (such as holiday makeup or party looks). Users share their makeup videos and experiences, helping the brand increase its visibility within the community.
Additionally, the well-known brand Nike frequently leverages social media platforms to connect with sports enthusiasts. On TikTok, Nike engages a large number of users by initiating sports challenges and sharing real-life athletic stories. By showcasing users overcoming challenges in their sports journeys, the brand not only promotes itself but also strengthens users' sense of community belonging.
These brands' success stories illustrate that user-generated content fosters closer interaction between brands and fans while also enhancing community engagement and transforming fans into loyal supporters of the brand.
Building Brand Communities: The Core of TikTok Marketing
In 2024, the key to brand success on TikTok lies in converting followers into loyal community members. It's not just about leveraging the platform’s algorithm for visibility but also about fostering interaction, blending native content with user-generated content, and creating a community that emotionally connects with users.
As TikTok continues to lead social media trends, whether brands can seize this opportunity will depend on their ability to effectively build and maintain their brand community. Through highly engaging challenges, personalized video content, and UGC that enhances community belonging, TikTok offers endless potential for community growth.
Resources
Alyssa, H. (2024, August 29). The 2024 Guide to TikTok Marketing: Tips, Examples, & Tools. Hoot suite. September 20, 2024 https://blog.hootsuite.com/tiktok-marketing/
Jacqueline, Z. (2024, September 10). 30 TikTok tools to skyrocket your growth. Sprout social. September 20, 2024 https://sproutsocial.com/insights/tiktok-tools/
Irina, Z. (2024, July 21). Get More TikTok Views Using These Simple Strategies. Semrush Blog. September 20, 2024 https://www.semrush.com/blog/get-more-tiktok-views-using-these-simple-strategies-semsocial/
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