TikTok is a social media powerhouse that’s on track to hit 1.8 billion members by the end of this month. Though it’s still smaller than Facebook and Instagram, TikTok is rapidly growing and becoming one of the most engaging platforms. People spend an average of nearly 29 hours a month on the site, according to stats from Neal Schaffer, compared to about 16 hours on Facebook and 8 hours on Instagram.

If you’re thinking about getting started on TikTok — or if you want to reach new audiences — read on. In this issue of PromoPro Daily, we share some tips from Carly Hill, a content specialist at Sprout Social, on how marketers can use TikTok to its full potential.

Kick off a branded hashtag challenge. You could jump on an existing trend or create your own. Hill says TikTok challenges are campaigns or trends that encourage people to participate by performing tasks like demonstrating a talent, showing how you use a product, using a filter, lip syncing and more. To promote a branded hashtag challenge, you could partner with creators on the platform or create a competition. Just be sure you follow copyright laws, she says.

Seek out influencers. Working with influential content creators can amplify your efforts. Brands can collaborate with creators on a variety of campaigns, Hill says, from content featuring their products or services to jumpstarting a branded hashtag challenge and more. Take Universal Pictures, for example. She says TikTok influencers played a major role in the promotion of their movie, “The House with a Clock in its Walls.” They partnered with 10 influencers who each created “magical” stories using the hashtag #FindYourMagic. These videos garnered a total of 1.3 million likes and an increase of more than 11,000 new followers in just six days.

Try new things. Anything goes on TikTok. If you try something and it doesn’t work out well, move on and do something different. This is how you can make a name for yourself and build your TikTok presence. Hill recommends using TikTok analytics to identify which of your posts are most successful and should be recreated. Keep in mind, though, that TikTok only saves your data for 60 days.

Stay active. Don’t just post a new TikTok video and then circle back in a few days. It’s important to engage often by responding to comments and questions. Even a simple response or “like” can mean the difference between gaining a fan and losing one, Hill says. You could even respond to comments with a new TikTok video. This is an innovative and ultra-interactive way of engaging with your community, she says.

TikTok is becoming increasingly popular — especially with younger consumers. Nearly half of the platform’s users are under 30. If you want to reach this audience or just grow your TikTok presence, let the tips above guide you in the coming months.

Compiled by Audrey Sellers

Source: Carly Hill is a content specialist at Sprout Social, a social media management and intelligence tool.