TikTok has only just begun to take over the internet. They are constantly announcing new updates for creators with huge potential for businesses. TikTok is integrating the most successful aspects from competitor apps such as, Instagram, BeReal and YouTube, and rolling out similar features on their own platform at an alarming rate. Here's the latest TikTok updates:
1. TikTok Pulse
TikTok has set up an ad-revenue sharing program called TikTok Pulse for top creators. If your account has over 100k followers, you will receive a 50% split of ad revenue from TikTok, giving creators a chance to earn money if Pulse ads are placed adjacent to their videos. “Marketers can use Pulse to place ads next to the top videos on the platform. They can choose from 12 Pulse categories (like beauty, fashion, cooking and gaming) to ensure their ads are paired with relevant content (HootSuite)”. This is an exceptionally valuable opportunity for brands to be seen by their target demographic and align with relevant creators with minimal effort involved.
2. Photo Mode
Despite TikTok proving that the future of content is through short-form video, they’ve recently introduced Photo Mode for all creators. “For when you'd prefer to express yourself in formats other than video, we released Photo Mode, a new carousel format available on mobile for photo content that's ideal for sharing high quality images on TikTok (TikTok)”. This new experience mirrors the carousel feature on Instagram that users popularised for ‘photo dumps’, but with the addition of music and automatic scrolling. For brands and marketers who are new to video creation, this is a straightforward way to kickstart your TikTok presence and repurpose existing images to get your content flowing.
We’ve spoken a lot about TikTok prioritising SEO in previous articles, but this has recently been proven as TikTok’s video descriptions can now be up to 2,200 characters long. Previously, captions were subject to 300 characters per post but this update allows users to “express more details about their creations, describing what your videos show, giving you the opportunity to get closer to your audience, generating more engagement while becoming more searchable and better recommended by TikTok to viewers (TikTok)”. This is a marketers dream and further demonstrates that TikTok is becoming a fully fledged search engine ahead of Google. Brands must take advantage of this immediately by including keywords and niche specific details in their captions to enhance their discoverability.
4. TikTok Now
TikTok has brazenly copied BeReal, launching their own feature called TikTok Now. Users will receive a daily notification to capture and share real-time updates using their front and back cameras. TikTok places huge value on authenticity so this latest update makes perfect sense for their USP. The only minor difference is that TikTok Now gives users 3 minutes to post instead of 2 minutes and you have the option of either sharing a photo or a 10 second video. Brands can utilise this feature to humanise their business and give followers a direct view into their line of work.
5. 'Nearby' Feed
TikTok is working hard to promote local content with a new ‘Nearby’ feed. “This is in conjunction with a new option giving creators the ability to add a location tag to videos. TikTok is playing catch-up with Snapchat’s Snap map and Instagram’s recently launched searchable photo map features (Matt Navarra)”. This is big news for businesses who are looking to engage local customers and expand their discoverability as TikTok continues to outperform Google for search purposes.
AXJ is a London-based digital marketing agency dedicated to bringing hospitality brands to life on social. If you're looking to put an impactful TikTok marketing strategy in place, let's start the conversation.