10 Tips for Cracking the Code to Irresistibly Shareable TikTok Content
707m TikTok videos are posted each month…
34m videos are posted every day…
981,000 are posted every hour…
16,000 every minute…
272 every second.
(Source: SignHouse)
If you work in brand marketing whether agency side or in-house, you’ve undoubtedly heard the words “we need more viral content”. When you consider the roaring oceans of content pouring onto the most engaging platforms such as TikTok on a daily, hourly, and even per second basis, however, you gain more perspective on just how tiny every individual content pebble really is. Even so, every pebble has the power to make a ripple.
The exact number of engagements that will tip a TikTok video over into becoming viral is unknown, although TikTok content can be considered viral if a video is viewed between 250,000 and 1 million times (Hootsuite).
Generally speaking if your videos are generating 4 likes for every 1000 views, then this is a good sign that your content is on the right track. To increase your chances of creating enough of a ripple to go viral, it's important to consider a few key elements, including emotion, relevance, shareability, headlines, influencers, timing, format, and viral hooks.
#1 Authenticity
People are more likely to share content that is authentic and genuine. Authentic content often comes from real people and real experiences, rather than polished, polished, and overly-produced content.
#2 Emotion
Video content that evokes strong emotions, such as awe, laughter, or anger, is two times more likely to be shared compared to emotionally weak content (Unruly).
#3 Storytelling
Storytelling is a powerful tool for making content more shareable. Weaving a compelling narrative into content can include:
Providing context to prepare the viewer for the story’s direction;
Spicing the content up with conflict and twists;
Keeping content relatable for the audience;
Tying the content together with a resolution;
Ending with a perspective that really resonates with the audience.
#4 Empowerment
People are more likely to share content that makes them feel empowered. This can include content that teaches them something new, gives them a sense of belonging, or helps them make a difference in the world.
#5 Social Currency
People are more likely to share content that makes them look good to their friends and followers. This can include content that is exclusive, interesting, or funny.
#6 Relatability
Humor is the go-to method for creating content that sticks in people’s minds, but relatability is also high on the list of content people want to see – 36% of consumers find this the second most interesting and memorable type of content a brand can share (HubSpot).
#7 Public
People are more likely to share content that they feel they can share publicly. This can include content that is easy to understand, relevant to a wide audience, or that aligns with their values.
#8 Shareability
Content that is easy to share, such as videos, images, and infographics, is more likely to go viral. Videos are 52% more likely to be shared than text and images (Wyzowl).
#9 Headlines
A compelling headline that grabs attention and makes people want to click through to the content is important for making content go viral. According to 2022 research (BuzzSumo) the most shareable headlines:
Are specific and provide sufficient detail;
Include 11 words and 65 characters;
Feature numbers, particularly the no. 10.
#10 Timing
Don’t let great content down with bad timing. Posting one to three times a day is ideal to reach people without bombarding them. It’s also important to consider the time zones of your audience when deciding the optimal time to post, for Pacific Standard Time, for instance, the following times are best for posting onto TikTok (Hootsuite):
Day Time
Monday 10:00 PM
Tuesday 9:00 AM
Wednesday 7:00 AM
Thursday 7:00 PM (this is the best time for maximum engagement)
Friday 3:00 PM
Saturday 11:00 AM
Sunday 4:00 PM
By considering these elements and concepts, you can increase your chances of creating viral content that will help your brand reach a wider audience and increase engagement. Remember to always be creative and try new things, as you never know when your pebble will cause that viral ripple.
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