2024 is set to be another stellar year for TikTok. As digital diets continue to shape up, studies show that TikTok solidly remains one of our 'five-a-day', trailing now only 22% behind Instagram in terms of popularity, despite the latter's 6-year head start in the game. For brands looking to engage their audiences in creative and impactful ways, Alice Jones, Co-Founder and Director at Pepper, shares her expert insights on how brands can effectively grow their presence on TikTok in 2024 and beyond.

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Embrace TikTok's Latest Features

Utilising the newest features of a platform can almost guarantee algorithmic preference. As of January 2024, average content performance results are already showing how videos uploaded in a 16:9 format, rather than the vertical technique which shot the app to fame in the first place, are ranking with ease. It's the perfect opportunity for brands to experiment with this new format to increase their chances of content being seen.

Looking deeper into formats on the platform, its also worth noting the improved performance of Carousels on TikTok. Image-based rotary experiences add a moment of calm and pause in a fast-paced digital environment.

But is less more?

Amidst this pace, what feels clear is this - the content that goes against expectations and challenges conventions, can stand out. And being scroll-stopping in this environment is the ultimate strategy to success.

Jones provides advice to brands on how to proceed. "Though there is temptation to get as much content as possible from a partnership with a Creator on TikTok, and that video content can feel richer and more valuable than static imagery, I still encourage you to lean into new features. Sometimes, less truly is more".

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Focus on Saves and Shares

When measuring the success metrics of your content on TikTok, it's easy to be dazzled by dizzying impression figures. But planning for long-term success is crucial, and exploring the power of particular kinds of engagements, including saves and shares.

When creating content, strategise how your post can encourage audiences to take these optimisational actions. Tailor your call-to-action to guide audiences to engage deeply with the content.

"Showing TikTok that your content is valuable enough for audiences to want to revisit or share is crucial. It's a clear indication that you're adding value to their experience on the platform."

By doing this, and increasing save and share figures, you demonstrate to TikTok that your content is something your audience want to revisit and that it's adding value to them.

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Invest in Longer-Form Videos

Contrary to the traditional emphasis on short content, TikTok is shifting towards favouring longer-form videos. As TikTok matures from casual content to a full-blown entertainment challenger platform, it's spent thousands on ads encouraging users and creators to create videos that are 60 seconds or longer.

Brands should not only experiment with favouring longer videos, but also consider integrating these into wider marketing strategies that include carousels and horizontal videos too.

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"The key to success on TikTok lies in being adaptable and responsive to the platform's changes. By leveraging new features, focusing on audience engagement, and experimenting with content formats, brands can create a meaningful and lasting impact."

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As TikTok's influence continues to grow, brands that heed these expert tips and stay ahead of the curve are likely to see significant growth and engagement on the platform in 2024.

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