My name is Marte Ravn Tovik, next to the part-time job in INEVO, I run Tailored SoapWhere I produce and sell handmade soaps, as well as skin care and bath products. I've been using TickTok actively for half a year to market my business, and here's what I've noticed after 1.1 million equals and 11 viral videos.
The videos I consider viral have between 360,000 and 6.3 million views.
National VS International Reach
If you run a Norwegian store, TikTok offers a unique opportunity to reach the Norwegians. Land/location is a crucial part of the algorithm, and I still get up irrelevant Norwegian content on my own feed. The contents of other countries usually have hundreds of thousands of views before they hit my feed.
As an international actor, it offers some limitations. I sell mainly to North America, and at first my content was almost exclusively shown to young Norwegian teenagers at TikTok. I had to get up in several tens of thousands of views to break out of the Nordics, and several hundreds of thousands of views to reach the United States (where most of my customers are).
In my non-viral videos, on average 25-50% of views from Norway, although only 8% of my followers are Norwegian. It is safe to assume that your own location weighs heavier than the location of your consequences. TikTok still shows my videos to the Norwegians first, and if the content is not popular here, it's probably not going to go internationally.
Virtual Video Number
Voral Video Business
At the moment, TikTok has worked best as a branding for me, and has provided me with much less sales than Instagram and Facebook do with just as much effort. In August I had several viral videos, and I went from 7000 to over 30,000 followers in two weeks.
One of several viral videos from August. Number of views and growth in succeeding days in the last 28 days.
So, like, from 250 000 equals over 1 million in the same period. My videos were seen almost 15 million times in August, and purely economical, the census has been uncomfortable. This I guess is because I haven't solved the code of making a video like 1. has viral potential, and at the same time, 2. encouraging purchase.
Business Insider made a film about my company in 2017. This generated over 10 million views on Facebook, and the effect on my business was huge.
The video is not embedded because the provider has no verified caption track.
Open the original videoValue of followers
The value of the follower and a view are, of course, completely dependent on the video/follower. Nevertheless, I would say that a follow-up and a view have much less value on TikTok than on Facebook and Instagram.
The threshold for following someone is quite low on TikTok. The last 10 consequences on Instagram follow an average of 865 people, while on TickTok this number is 3231 people (3,7 times more). At TikTok you can also choose whether you want to look at the 'Follow' news feed, where you see the videos of the ones you follow, or at the 'For You' feed where you see the videos TikTok you think you will equal, regardless of whether you follow them or not. Spoiler alert: 0% of the views on my viral videos come from the Follow feed.
But of course, it gives some benefits to have more followers. Having many followers gives us a little bit of a bit of a bit of a bit of a bit of a bit of a bit of a lot of a lot of a lot of ado, and it makes it easier to get more of a follower. And there's also a greater probability that you're showing up on For You Newsfeed in your followers. In addition, your unpopular videos will in most cases get more views than the unpopular you published before you got any more followers!
My experience has been that a high number of views and followers come from 10-14 years old girls. These commentaries mass, they give a lot of likeness, they like my products, but they're not my target, and they don't buy. If your young teenagers are your target, it is likely that the value of views and followers will be higher for you!
Statistics
When you get 1,000 followers, you have the ability to go live, add a direct link to your profile, and see statistics. This update after 2 days, so it always hangs a little bit behind, and doesn't allow you to see exactly what happens right after the content is published. I haven't used my life yet, but the statistics are pretty useful. For example, it's very convenient to see which kind of videos are reaching the United States, then that's where I aim at.
The statistics show:
- Number of views last 7 and 28 days
- Number of follow-ups in the last 7 and 28 days
- Number of gauge displays in the last 7 and 28 days
- Which of your videos have been trending in the last 7 days
- Percentage of male/female consequences
- Top 5 countries from which you have consequences (with percentage of your consequences from these countries)
- When your 24 hour follow-up is active on TikTok
- 3 videos of your follow-up have seen in the last 7 days
- 3 sounds your consequences have heard in the last 7 days
In addition, you have analytics for each video that you can see:
- Total Play Time
- Number of views
- Average watch time
- Where the traffic comes from: For You, Personal Profile, Hashtags or Follow
- Country from which views come
Screenshots: Analytics from my most-set video, with preliminary 6.3 million views.
What do my viral videos have in common?
All of the viral videos have a average view time of the entire duration of the video. So the most important thing for me has been to make videos that are being viewed, and I'm sure it's a lot more than ever. For me, it has worked with videos that are short, and encourages to see the end.
Here are two of my viral videos:
Views: 6.2 million. Equals: 231.2kVissions: 1.8 million. Equal: 202,2 k
Where does traffic come from?
99-100% of the views on my viral videos come from For You Newsfeed that is generated by the algorithm. 0-1% of views on viral videos in me come from Follow news feed, hashtags or Personal Profile.
Hashtags
Hashtags I have seen the least traffic from. One video of mine is number number. 1 on #bathbombs, but I'm currently looking less than 1% traffic from there on this video. Hashtags is useful if you have one of the most popular videos on a hashtag, as long as the hashtag is being looked at. The most popular videos with trending hashtags are on the front page of Discovery.
Types of content that works for me
On Instagram, the aesthetically nice content gets my most involvement, while it's quite unpopular on TickTok to show off just a nice product. The videos where I make products, however, are much more popular at TikTok. At TikTok you will be entertained or acquired new knowledge, which is relatively easy to offer for me as a manufacturer. Most people don't know how to make soap or bath bombs. Tips and tricks are also popular. To encourage the purchase at the same time as offering something, I believe that is the key to success as a company at TikTok.
Example of a video that does well on TikTok.
Sounds
At TikTok, you have an incomprehensible audio library to choose from when creating videos. There is one thing that you need to choose a sound that suits your target group, but it is also important to choose popular sounds. If someone sees a movie with the same trending song several times (or makes a video with this sound), the algorithm understands that this person will see content with that sound. That you've used it in your video is then a great advantage.
To find trends, you can explore the Discovery page, and when you make a movie you can see what the most popular songs in different categories are when you press “sounds”.
Get acquainted with TikTok
I would also recommend the strongest use of TikTok if you plan to use it in your marketing – it is a slightly incomprehensible platform at first sight, and when you actively use it, it will be guaranteed to be easier to think about content.
Here are two examples of videos from Discovery that do well during their hashtags (#MedievalTikTok and #Learnnontictok). The third video has a total of 160 million views, and is an example of a video many people don't understand why is viral.
Finally
In economic terms, TikTok has not been profitable for me when you consider all the hours I spent in it. However, as a marketer, there is an incredibly exciting platform that is very different from anyone else.
Consider whether you have content with viral potential, how to create viral content, and whether you have enough content and time to consistently publish videos and be active on the platform. It's an informal platform, where you have to think outside the box as a business, and you have to get a good deal of knowledge about the platform to be able to use the massive audience.
A little tip on the tampon: don't start using all the effects at once.
https://www.tictok.com/@tailoredsoap
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