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TikTok: the secrets behind the app that won your feed | with Kim Farrell

At the end of last year, TikTok overtook market giants like Facebook and WhatsApp in number of downloads. It led the list of the most downloaded apps in the world for mobile phones (Android and IOS).

Whether you're a user of the platform or not, you've probably been impacted by some content originally produced on TikTok. 

This is because the success of the application is so great in Brazil and worldwide that it is possible to find videos created in the tool and reposted on other social networks. 

Because of this mass audience migration, one of the big questions in the marketing universe is: what's the secret to creating relevant content on TikTok? 

The good news is that there's no secret, as told by the third guest on our Secrets of Creativity podcast, Kim Farrell.

In this post we will list 4 of the main topics when producing content for the platform that has conquered your feed in recent times.

Put on your headset and enjoy the reading! 

Kim Farrell: meet the guest

Kim Farrell is a native of the United States and has been living in Brazil for over 5 years. 

Born and raised in Massachusetts (Boston), she studied at Harvard and worked more than 7 years as a Marketing Manager at Google. 

She has led projects for the 2014 World Cup, 2016 Olympics and several other relevant projects. 

She is currently the Marketing Director of TikTok in Latin America and told us all about how it is possible to stand out by creating relevant content on the platform.

Keep reading and enjoy listening to the full episode at the end of the text!

1) Test and discover your audience (without fear!)

Unlike other platforms, TikTok does not have rules about time or limit of content posted in the same day. 

This setup gives greater freedom for people to create and, consequently, test varied forms of content.

With a high volume of tests, in a longer window of time, you can get clarity on what your audience likes to watch. So you can make more assertive decisions about your production and invest in what's working. 

2) Embrace the language of the platform

In this topic we want you to dive head first into the app. And the deeper the better. 

You need to understand what works within the platform, analyze all the formats that are engaging a certain audience, and figure out new ways to do it.

Don't recycle content, and most importantly, don't stray from the original TikTok experience. 

Look at the top creators, understand what the big brands are doing within the platform and seek to create your way of communicating.

3) Use (and abuse) the application tools

Remember when we talked at the beginning of the text about content originally created on TikTok appearing in your other social media feeds? 

Well, that's a strategy that greatly hinders your engagement within the Chinese-sourced platform. 

TikTok is made for you to spend much of your time on the "Foryou page". 

This tab, in essence, is the platform's feed and is based on what you consume within the app itself. 

For example, if you are an aficionado (a) in effects related to the universe of makeup, it is very likely that the tool will direct you to similar content or that use much of the same effect. 

The tip here is: use the platform's native tools. 

Use the audios for dubbing or dancing, browse through the top hashtags and have fun with the different effects. This will help you connect with a wider audience.

This way, the product is able to read your content better and, as a consequence, test new audiences to increase your engagement organically. 

4) Don't make ads, make TikToks. 

This point is the most challenging. 

On TikTok you need to be authentic. Because it's a short video platform, it's easy for the audience to pick up on what's real and especially what's not.

To achieve excellence in this last topic it is necessary to go through the others that were presented earlier. 

Only then will you be able to produce relevant content aimed at entertaining your audience and not interrupting the experience within the platform.

Final Notes

Keeping up with the major changes in online video content production is key to leveraging your ideas and making your creative process more fluid. 

And, within this universe, being aware of the main players in the market is the key to success. Otherwise, you will be left behind.

For those who breathe this kind of material on a daily basis, this premise should be seen as a great stimulus to produce more and more, in a more assertive and authentic way. 

So focus on testing different types of content to find out more about your audience, embrace the platform's language in an immersive way, use all the editing features the tool provides for free, and be authentic.  

Want to check out the full content? You can play the episode below or listen to Creativity Secrets on your favorite podcast platform!

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