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Hey everybody.

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Welcome to video two of our
TikTok marketing course.

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In today's video,

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we're gonna be going over

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kind of what's the deal
with vertical video.

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We're gonna be going over
some unique features,

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the algorithm,

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kind of more of the social
media and nerdiness of TikTok

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to kinda give you all a
really solid understanding

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of just how it works,

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and how not you can beat the algorithm,

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but how we can create the best content

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that will engage your audience

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and let the algorithm know that,

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hey, this is awesome stuff.

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We're gonna shout out to more people.

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So speaking of,

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let's get into more of
the unique features.

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And this might be a little bit
of a review from last video,

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but I tried to add a few key things here.

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As always, short form
video rules on TikTok.

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I follow a guy who makes old recipes

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from like the 1930s through the '70s

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and every video is about a minute long,

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but it's awesome.

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You get to learn history,

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you get to see some
really interesting food.

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And sometimes you're surprised

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and you think, huh,

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those people in the Great Depression,

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they had to get creative

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and some of that food looks pretty good.

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Also, one of the most important things

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when it comes to TikTok is that
music and sound integration.

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TikTok itself has an
extensive library of music

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and sound effects that you can use.

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You also start to see
a lot of popular sounds

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and images from popular
TV shows and movies.

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Like, I remember everything
from the new Spider-Man movie

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to Ted Lasso to shows like Succession.

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You'll see content built around those

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and we'll have examples
of what that looks like.

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TikTok is also constantly changing.

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They're allowing you to have better

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and more robust editing tools.

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So it's easy to incorporate
more of these unique images,

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and sounds, and film
clips into your TikToks.

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It's also all about those
viral challenges and trends.

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Now, are these always like dance-based?

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That's kind of the popular
thing to think about

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when it comes to TikTok.

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Not always.

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Some of them might be more ideas,

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and some of them, yes, may involve dances.

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Some may more involve
giving your opinions,

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but that's something that
really kicked off on TikTok,

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but you'll see it more
and more on Instagram

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as well as YouTube.

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Okay, let's talk about the algorithm.

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Now, the algorithm.

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I can never say that word.

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I can also never spell
it right the first time.

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Just one of those words
that always gets me.

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So the algorithm is a mechanism

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that selects and showcases videos

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for users on their For You page,

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taking into account unique preferences.

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Essentially, it determines videos

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that align with your interests

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and capture their attention.

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Now, is that always 100% accurate?

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No.

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Sometimes it's a swing and a miss.

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But TikTok, more times than not,

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it will keep showing you
content that you like.

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And because of that,

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your For You page becomes
highly personalized

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and ensuring that no two people

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have the exact same experience on TikTok.

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And what's really cool to see

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that the algorithm learns with
you as your interests change

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or as you discover new pieces of content.

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The algorithm adapts to that

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and it does a fantastic job

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of showing you what you want to see.

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Now, is there a website out there,

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or a YouTube video,

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or TikTok that showcases
everything the algorithm does?

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No, because they don't
want you to know that

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because then you'll try to game the system

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and that's not what this
course is all about.

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But are there some guideposts,

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some suggestions, some
ideas of what people have

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from what they've seen that works?

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Yeah, and here's this next slide

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kind of talks a little bit about that.

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Here are some factors that
influence the algorithm.

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For user interactions,

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you have videos you like and share,

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accounts you follow.

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That takes into play, into consideration.

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Also, your own content and
the comments that you post,

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and also the videos you
add to your favorites,

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and things of that nature.

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It's also really important to remember

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the videos that you hide and
the people that you block.

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If you don't like something,

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if you think something's offensive

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and not what you're all about,

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never be afraid to use that block button.

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What's also really interesting
is the video information,

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captions to identify any keywords

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to identify what the content is about,

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hashtags and audio, all those play a role.

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And then what also is really interesting,

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your device type,

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Apple, Android, country,
language preferences,

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all those go into the algorithm

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that decide what you see
on your For You page.

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Now, what's really important

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is how to work with the algorithm.

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Allow me to have a little
bit of a soapbox on this one.

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You'll see a lot of
marketing material out there

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about how to beat the algorithm,

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how take advantage of the algorithm,

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how to hack the algorithm, if you will.

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All that misses the point.

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If you do that,

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you'll just create content
that's geared to the algorithm,

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not for your audience.

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And I think you can get lost in that.

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On TikTok, on Facebook, LinkedIn,

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whatever the case may be,

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if you create content
that educates, connects,

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makes people laugh,
tells a compelling story,

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that will always win out
over chasing the algorithm.

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Now, should we be aware
of some of the things

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that influence the algorithm?

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Absolutely.

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But always be wary of people
that tell you how to hack

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or any things of that nature.

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That's just not really how it works.

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But here's some things that you can do

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and think about to work
with the algorithm.

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Use a pro account, complete your bio.

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The more that you can show the algorithm

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that you are a real account
with real people behind it,

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the better.

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Post consistently.

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We talked about that
in the previous video.

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Sometimes that can be between
two and five videos a day

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dependent upon your
brand and your audience.

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Post at the best times.

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Social media marketing
software like Sprout,

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and Hootsuite, and Sprinkler

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have tons of data that AI has crunched

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and will tell you best times to post.

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Use those trends, leverage those hashtags.

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Hashtags are still a thing on TikTok.

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It's kind of the last holdout

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where hashtags make a lot of sense to use.

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Write engaging captions,
that's still important.

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Use popular music and effects,

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collab with influencers.

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And does that mean you have to go out

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and pay Kim Kardashian a million dollars

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to post about your brand?

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No.

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And we'll talk a little bit more

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about how you can use influencers

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that make sense for your brand

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and also pay attention to analytics.

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If it's not working,

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don't double down on bad ideas.

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Take it as a loss, keep moving forward.

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Okay, a little bit more
about when to post.

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Now, are these true for every
single brand and industry?

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No, but I wanted to post this in here

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just to kinda give you an idea

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of kinda what we mean by best times.

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For us at PandaDoc,

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that's actually something
that's kind of tricky.

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So while we are based here in the States,

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we have offices in Europe
as well as the Philippines,

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which means we have
customers all over the world.

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And I have found that sometimes
posting 3:00 a.m. my time,

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East Coast time is the
perfect time for Europe.

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And so my social calendar
kind is all over the place

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where I'm trying to work
with our European customers,

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with our East Coast,

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Midwest, Pacific Coast
time zone customers.

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It can get a little unwieldy sometimes,

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but luckily Sprout does a really good job

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helping me kinda keep
track of what content

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needs to go out at what time.

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Long story short,

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one of the most important
things you can do with this

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is just pay attention to what works.

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Pay attention to your audience

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and you'll be able to have a better idea

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about when you should post on TikTok.

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Now, what do people want from TikTok?

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This is really important.

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49% say they're looking for something new,

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they're looking about
learning something new,

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and they're looking for inspiration.

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I think that goes back to what
we just briefly talked about,

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engaging, valuable, fun,
educational content.

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That's what people want
not just on TikTok,

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but across the board.

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So if it's gonna take you some extra time

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to really dig deep and
to do your research,

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I think it makes sense

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to have three or four
awesome pieces of content

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than have 15 to 20
crappy pieces of content.

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So, always keep that in mind.

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So, what works on TikTok?

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Let's talk about that.

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We're gonna be talking
about a few of these.

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Number one, we're gonna be
talking about trending sounds.

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What does that mean?

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Sounds play a significant role in TikTok

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and it's widely embraced by creators

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to incorporate popular
sounds in their videos.

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To create such videos,

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it's important to identify the sounds

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that are currently popular on TikTok

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and TikTok will allow you to do that.

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Here's an example from Spotify

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where they keep a list of all the songs

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that are popular on TikTok.

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And these songs,

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go into TikTok and
they'll usually have these

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and you'll be able to create

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your own content with those songs.

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So, what does that necessarily look like?

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A lot of times,

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it's gonna be content
based around your industry.

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And underneath that,

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you'll have the Miley Cyrus
or whatever type song there.

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And posts that incorporate those sounds

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and those songs trend
higher in the algorithm

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and so your content will
will be seen by more people.

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Second thing I wanna talk
about are TikTok challenges.

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TikTok thrives on this.

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TikTok has all kinds of
awesome things from the Pepsi

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to the GuacDance,

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but when it comes to challenges,

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it's important to participate
in trending challenges.

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And that can be really hard

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if your organization has a
complex approval process.

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And that's why it's so important
to social media marketers

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is that we are always striving
to be great team players

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and to build trust within
the marketing leadership team

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as well as leadership team as a whole.

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And so the more trust
that you have with these,

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the more you'll be able to
jump on these challenges.

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It's also important to
remember that these challenges

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and these trends
sometimes don't last long.

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Some will last for a few weeks,

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some might just be for a day.

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And if you miss it, that's all right.

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Evaluate what it was,

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maybe do some brainstorming,

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maybe some outlining of
what you could have done.

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And then when the next one comes up,

267
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you're a little bit more
prepared to jump on that.

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And your marketing team leadership

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has a better understanding
of what you want to do.

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One of those examples of these challenges

271
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is the guacamole challenge,

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not guacamole, I mean,
excuse me, tortilla.

273
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I just have Mexican food on the mind

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'cause it's delicious.

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So while this video is from YouTube

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because Google Slides

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won't let you incorporate
TikTok videos yet,

278
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here's what we're talking about.

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(people chattering)

280
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(regal orchestral music)

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-(clattering)
-(people chattering)

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-That's too much!
-What?

283
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No, you can't hold it like that.

284
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How are you supposed to hold it?

285
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You gotta hold it in the
back so it's all tortilla.

286
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-Like that?
-Yeah, like that.

287
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Don't fucking knock me out.

288
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No, I'm not, but don't use your hand.

289
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Fuck around

290
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and put your whole hand back there.

291
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Should I wet my tortilla?

292
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No.

293
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-Here we go.
-Here we go.

294
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(bell dinging)

295
00:12:29,584 --> 00:12:31,917
(squeaking)

296
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So there you go.

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That's kind of the basis of the idea

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of what these challenges look like.

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So let's talk a little bit more
now about trending hashtags.

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Just like on Twitter,

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they serve as an excellent
way to categorize

302
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and coordinate content.

303
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I wanna make sure you don't,

304
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excuse me, hashtag bomb your captions.

305
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Let me get a drink here.

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Three, four hashtags should do it.

307
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You wanna make sure you wanna
maximize the visibility,

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but not overdo it.

309
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So a great way to find
out trending hashtags

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is just going to TikTok
itself into analytics,

311
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and you'll be able to see what's trending

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and you can incorporate
that into your content.

313
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And then what we wanna talk about too

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is these influencer collaboration videos.

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And TikTok is all about influencers.

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Forming connections with trusted people

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to help you create that content

318
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is gonna be an absolute goldmine.

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I've said this a million times

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in these videos I've made for UVM,

321
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but I'll keep saying it.

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People want to see content
made by other people

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that they know and trust.

324
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So these influencers
don't have to be people

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with 85 million followers by any means,

326
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but if they're already
trusted in the sales,

327
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HR, coffee, food, whatever space

328
00:14:01,110 --> 00:14:03,120
and they align with your brand,

329
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work with them.

330
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They can be a fantastic resource.

331
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And here's something that
I found with influencers

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that I think is a really cool story.

333
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This is from a guy named Straw Hat Goofy.

334
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He started out in the
marketing advertising world,

335
00:14:17,610 --> 00:14:20,610
started TikTok because he loves movies

336
00:14:20,610 --> 00:14:24,420
and he now has over
three million followers.

337
00:14:24,420 --> 00:14:26,610
And now, he gets invited to press junkets,

338
00:14:26,610 --> 00:14:29,280
and premieres, and he's
gonna be in a movie

339
00:14:29,280 --> 00:14:33,600
all because his passion for
movies just leaped off the page.

340
00:14:33,600 --> 00:14:35,280
He had fantastic opinions.

341
00:14:35,280 --> 00:14:37,080
He had thought provoking questions.

342
00:14:37,080 --> 00:14:38,910
He jumped on challenges,

343
00:14:38,910 --> 00:14:41,340
hashtag, sounds, did all the things right,

344
00:14:41,340 --> 00:14:43,260
but most importantly,

345
00:14:43,260 --> 00:14:45,810
his passion was there and
his expertise was there

346
00:14:45,810 --> 00:14:48,330
and people were were really drawn to that.

347
00:14:48,330 --> 00:14:50,010
And so he's a great follow.

348
00:14:50,010 --> 00:14:52,500
So Straw Hat Goofy if you
love all things movies

349
00:14:52,500 --> 00:14:53,970
and also want to get an inside look

350
00:14:53,970 --> 00:14:56,910
at what an influencer looks like.

351
00:14:56,910 --> 00:14:59,940
Okay, that covers video two.

352
00:14:59,940 --> 00:15:02,010
Let's chat more in video three

353
00:15:02,010 --> 00:15:04,080
and we'll get into some real nitty gritty

354
00:15:04,080 --> 00:15:07,110
of social media TikTok content

355
00:15:07,110 --> 00:15:11,220
that I helped to create
during my time at Bamboo HR.

356
00:15:11,220 --> 00:15:12,210
Thanks everybody.

357
00:15:12,210 --> 00:15:13,043
See ya.