As a platform with high engagement and growth potential, TikTok is an advantageous app for businesses looking to expose their solutions to more people.

According to TikTok, 49% of users (more than 490 million people) seek and discover new things on the app every month. TikTok’s highly personalized algorithm keeps users engaged by delivering relevant content to users through the For You feed.

Here’s what brands need to know about TikTok’s algorithm and the unique path to purchases on the app.

TikTok retail purchase pathImage Source

TikTok is improving outdated linear sales processes and focusing on driving massive growth. A smoother, more seamless customer experience from their unique path to purchase has been described as an “infinite loop”. Rather than a sales funnel with a defined start and end, TikTok users enter, exit and re-enter the buyer’s journey at the stage that best matches their needs and wants.

TikTok’s massive success is due to following in the footsteps of users, building around their behavior, and serving them the right content based on where they are in their customer journey.

Why brands need to join TikTok in 2022

to be frank. Developing an overall strategy for each social platform, monitoring the results, and optimizing performance is hard work. Brands have been hesitant to incorporate TikTok into their existing social strategies.

Whether it’s because of limited internal bandwidth, it’s considered a “Gen Z” app, or no one in the office wants to be behind the camera — when you look at the numbers, there’s no denying TikTok’s potential.

Let’s dive into the top TikTok stats brands need to know:

  • TikTok monthly active users: TikTok has 1 billion monthly active users.
  • App installs: TikTok has been downloaded 3 billion times, with the highest number of non-gaming app installs in six months of 2021, reaching 383 million downloads from January to June 2021.
  • Outperform the competition: In 2021, TikTok is the No. 7 social media app. Considering it only launched in 2016, the monthly active users over Pinterest, Twitter, Snapchat, Reddit is impressive.
  • Participation Rate: With a session duration of 10.85 minutes, TikTok has been recognized as the most engaged social media platform. That’s twice as long as Pinterest’s No. 2 at 5.06 minutes.
  • growth rate: In the United States, TikTok’s user growth rate was 787.86%, and the global user base increased by 1157.76%.
  • Influencer Income: If TikTok influencers and creators have as many as 100 million followers, they can earn up to $5 million a year. The most popular categories of influencer content are beauty, fitness, dance, pranks and entertainment.

The innovative and unique algorithms of this fast-growing social media app allow users to reach more people based on how they interact with your content.

TikTok’s main difference is the app’s sense of community. TikTok’s niche community provides a place for everyone to connect, and new ones are popping up as more people join the app.

If you’re new to TikTok, check out #BusinessTok or #BrandTok. These niche communities provide marketers, entrepreneurs, and business owners with content for tips, real-life experiences, and live web events.

HireInfluence Brand Partnerships Manager Gina Nacnac shares with us the importance of TikTok marketing for brands in 2022:

In 2022, we will see an increase in content creators on TikTok who create content exclusively for the brand’s own channel and appear as a brand image for the duration of the contract, such as quarterly or every six months. This will provide more monetization opportunities for small creators and will give brands a way to truly connect with consumers through relevant creator content.

TikTok’s unique way to buy

TikTok has changed the way brands connect with audiences, drive purchases and achieve success. The platform recently conducted a global study to understand the role and perception of TikTok across the retail consumer journey. Here’s what they found:

  • TikTok users are 1.5 times more likely to immediately buy something they find on the platform than users of other platforms.
  • TikTok is 1.7 times more likely to be a source of product discovery than other social platforms.
  • TikTok users are 1.4 times more likely to research products/brands they find on the platform than users of other platforms.
  • TikTok users are 1.5 times more likely than users on other platforms to convince a friend or family member to buy a product or service they encounter on the app.
  • TikTok users are 2.4 times more likely to create posts and tag brands after purchasing a product than users on other platforms.
  • Compared to users on other platforms, TikTok users are more than twice as likely to comment on or DM a brand after purchasing a product.

Brands that are hugely successful on TikTok don’t just market products and create content when they sell. Instead, they’ve built a consistent presence by using the TikTok scheduling tool and focusing on their brand’s role as entertainment creator. Successful brands use their TikTok business accounts to create a home on the platform, build their unique brand voice, and build a community.

The TikTok algorithm: Which social media platforms marketers plan to increase their investment in

TikTok is revolutionizing the social media marketing landscape with its endlessly looping buyer journey. Compared to other platforms, TikTok leads at every stage of the customer journey—awareness, consideration, and decision-making.

How the TikTok algorithm will work in 2022

One of the key ranking signals for the TikTok algorithm is video completion. Every time a user watches a video in its entirety, the video is more likely to be recommended to other users’ feeds.

Another major impact on TikTok’s algorithm is hashtags and user viewing habits. TikTok keeps track of the types of videos you’re watching and which niche communities they’re from. It will then recommend similar videos to you based on your content consumption.

For example, if you can’t get enough DanceTok, good news – the algorithm will keep recommending relevant videos. Brands looking to increase video reach should use popular songs, hashtags, and dance.

This is how TikTok defines their For You page algorithm:

“The feed is powered by a recommendation system that provides each user with content that may be of interest to that particular user. Part of the magic of TikTok is that there isn’t a single For You feed — and different people may come across some equally great ones. Videos, each person’s feed is unique and tailored for a specific person.”

Key components of the TikTok algorithm:

  • Video material: Video info signals based on what you’re looking for on the Discover tab (ie subtitles, sounds, hashtags).
  • User interaction: As mentioned above, the TikTok algorithm is influenced by users’ content consumption and interactions on the app.
  • Device and Account Settings: While these have less of an impact on TikTok’s algorithm, it’s still worth mentioning. These are the settings users choose on their account (i.e. language, country, device type), and TikTok takes these settings into account when optimizing content.

what is engagement no Important to the TikTok algorithm

As we’ve covered, the TikTok algorithm considers some key ranking signals when recommending videos to your feed. But what is the least important metric for engagement?

  • Content viewed
  • duplicate content
  • Potentially disturbing content (TikTok provides examples of “legal consumption of regulated goods” or “graphic medical procedures”)
  • Content marked as spam

The best news? For new users or TikTokers with low following, the TikTok algorithm does not use the number of followers as a ranking signal. This means that small accounts still have the potential for high coverage.

Want to see what other businesses are doing on TikTok? Check out this snippet of TikTok marketing examples to inspire your brand.

wrap up

Incorporating the latest platform trends into a brand’s marketing strategy can help them more effectively attract, educate, and sustain audiences seamlessly into the TikTok community. Not sure where to start? We’ve got you covered! Check out the Trend Spotting tool to discover trends in verticals, what consumers think, and what’s going viral on TikTok in real time.

In 2022, businesses need to master new marketing techniques, trends and emerging platforms to drive key growth and better connect with audiences. One of them is TikTok, and it shows no signs of slowing down. There is a huge opportunity for businesses to take advantage of the app’s viral nature and take their digital marketing campaigns to the next level.

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