Leveraging TikTok for growth

Once you have a product, the next obstacle for any entrepreneur is to distribute it. TikTok was considered as a viable marketing channel by TRASH (one-tap video editing). As new information became available, we wanted to describe what's going on within this exploding and fascinating beast.

Part 1: Leveraging TikTok for growth

The benefit of having a deep tech business that employs AI to speed up the process of video editing is that we can do it for "free." This is very impressive when you consider that editing a semi-professional video will cost you at least $1,500 and six hours of post-production time. TikTok came first when we started thinking about distribution and how to reduce our CAC (client acquisition costs).

There are three crucial things to consider while posting on TikTok:

What factors influence your authority score • The review process and making it to the For You Page • Creating better content (and what you may be doing incorrectly)

The most important aspect of TikTok publishing is your authority ranking, which is defined as "how much of an influencer are you?" Your authority rating is strongly related to your verticals (the styles in which you make movies).

What contributes to your authority ranking

New accounts have been created. Every post you make contributes to your score, just like your Uber five

-star passenger rating.

There are several accounts. TikTok allows for many accounts, but be aware that doing so from the same phone will mark you as a business account, and unless you're a paying advertiser, you'll be de-prioritized. Limit your account login to one device if you try some of these activities.

The first five videos that you upload. TikTok wants you to make videos that are all in the same vertical. If you make meme videos in your first five videos, TikTok will practically state, "this is a meme account." So the first five are critical: you must have a plan and maintain focus.

Verticality. TikTok does not want you to be daring. Choose a content vertical and stick with it. Content that changes or lacks a consistent theme will not be weighed favorably. When you start making videos in a different category, it's like beginning again because you don't yet have authority in that vertical.

Views. If your videos have 100 or fewer views, you'll have a zombie account, so erase and start over. Videos with 1000–3000 views indicate that you have a mid-tier account. Videos with 10,000+ views indicate that you have a "head" account.

Viewing the end result. This is one of the most significant considerations. This measure requires that your video be watched from beginning to end. The most important aspects that help with this are:

Short films. TikTok videos can be up to 60 seconds long, however TikTok suggests to marketers that they be 9–15 seconds long (the internet believes the average TikTok video duration is 30 seconds).

Videos that loop. If the video is watched again, its Completion Ratio will exceed 100%, increasing the video's total performance rating. Making seamless loops in the video is a typical tactic to fool viewers into watching it several times.

Format. There will frequently be a challenge structure with a punchline at the conclusion. People are familiar with this format, therefore they will stay to witness the punchline.

Combining motion with music. It's always more enjoyable to see.

The review process and making it to FYP

So, now that you've learned how to improve your authority score, devised a strategy for the type of account you want to build, and generated five outstanding videos, you're ready to start posting. What occurs next, including how to obtain the coveted FYP (For You Page), is outlined below.

Automatic distribution depending on authority. Your video is distributed to a geo-local network of 300–500 people based on your score. There are no meaningful checks on your content at this stage.

AI evaluation and data collecting based on integrity. Soon after this initial fan-out to a few hundred people, it will be examined frame-by-frame by an AI for improper content, copyright violations, and so forth. It is then assigned a new weighted (integrity rating) and either delisted or re-distributed.

Delay in the explosion. This is one of the most significant differences between TikTok and other platforms, and it is where you have a second shot to get onto your FYP. Delayed explosion is why you should think twice before eliminating old material, regardless matter how well or poorly it performed previously. TikTok hides the publish date of content on the FYP on a regular basis (the timescale is unknown; it could be weeks or months). TikTok will test your older content and restart a cycle that looks something like this: a small batch of content for about two hours; a medium batch where the AI is looking at the key metrics that feed into your authority rating; and finally a large batch that includes your integrity rating (no "bad" content or content that has been flagged as "bad" by TikTok).content they consider "bad"). At this point, it shows something like, "hey, we're a top 5% video."

Human evaluation. A human reviewer will look at the video with these scores and evaluate whether it has the potential to go viral. In addition, they will double-check for copyright and "bad" information that may have slipped past the AI in step two. To be promoted to the FYP, the content must suit TikTok's (and, eventually, China's) perception of what is nice and popular in the geo-local region. People who represent conventional beauty standards (though this may also be algorithmic bias trained on human bias), no strong political opinions (unless they're joking or meme-y in nature in certain countries only… though probably not Winnie The Pooh), and no violations of the most reactive local social norms have been observed.norms. There's definitely a degree of… homogeneity going on here. This might offer some insight into why TikTok wants you to create content that's based on copying? It makes it easier to review and stick to the format of not just what "works" (ie. is going viral) but what aligns with their opinions of what is okay.

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