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Going Viral On TikTok
Andrew Shusterman details his rapid growth on TikTok, from 12 to 50,000 followers in under two months, driven by viral videos, effective engagement, and strategic content repackaging. TikTok, known for its sound-based short videos, boasts high user engagement and a global presence with 800 million active users. The case study provides insights into leveraging trending music, hashtags, and interaction to maximize reach and engagement.
Going Viral On TikTok
- 1. Going Viral On TikTok HowI grew my TikTok account from 12 to 50,000 followers in less than two months. Andrew Shusterman
- 2. TikTok (formally knownas Musical.ly) is a social media app where users produce and share short videos edited to music. TikTok's videos are vertically-oriented and most similar to Snapchat and Instagram Stories. TikTok's parent company, ByteDance first launched the app in 2016 under the name of Douyin in China, before launching TikTok in international markets in 2017. WHAT IS TIKTOK? 1 Andrew Shusterman
- 3. KEY TIKTOK STATS TikTok boasts 800 millionactive users across 155 countries. TikTok had 1.5 billion downloads by the end of 2019, making it the 7th most downloaded app of the 2010's. By March 2020, TikTok reached 2 billion downloads, doubling its total from 15 months prior. TikTok has a higher average engagement rate per post than Instagram and Twitter. TikTok users spend an average of 52 minutes per day on the app. When it comes to non-gaming apps, TikTok ranked 3rd in March for global in-app revenue, after Tinder and YouTube. TikTok monetizes through ads and live streaming. 2 4 2 3 3 5 Andrew Shusterman
- 4. TikTok broke arecord for the most app downloads in a single quarter in the first 3 months of 2020. 6 Andrew Shusterman
- 5. WHAT YOU NEED TO KNOW TikTokis a sound-based social media app, so most users watch videos with the sound on. TikTok video posts are searchable on Google, unlike Instagram. On average, TikTok content is more positive and uplifting in nature. Short dance, lip-sync, humor, and talent videos make up the majority of the platform's content. TikTok's algorithm takes into account the interactions of each individual video, rather than a user's profile as a whole, which is why a user with 0 followers can get millions of video views. 1 7 Andrew Shusterman
- 6. 01 02 REACHING GENZ Globally, 41% of TikTok's users are 16-24 years old. In the US, 60% of monthly active users are 16-24 years old. 1 4 Photo: Julian Gentilezza Andrew Shusterman
- 7. Of the 124million US TikTok app installs, 46 million of them occurred in 2019. 40 million 100 million 200 million 300 million 400 million 500 million India China USA TIKTOK USAGE BY COUNTRY 467 million 173 million 124 million 01 2 Andrew Shusterman
- 8. Hi! My nameis Andrew Shusterman and I am a social media marketer, content creator and longtime skateboarder. I joined TikTok on February 13th, 2020. Photo: Jake Pollgreen tiktok.com/@shusterman1
- 9. On March 16thmy 8th video went viral. Up until that point my videos had performed well relative to the size of my following, but it wasn’t until this video that things began to change. On March 15th I had 12 followers and by March 26th, my following had increased to 20K. At this point, my second video had gone viral and I was quickly learning what type of content was resonating with my audience. FIRST VIDEO GOES VIRAL ON MARCH 16TH 01 02 tiktok.com/@shusterman1 Andrew Shusterman
- 10. 50,000 FOLLOWERS ON MAY 6TH 10.8million total combined video views 1 million total combined likes Two videos with 5.6 million combined views and 482K combined likes When I reached 50,000 followers the account had: tiktok.com/@shusterman1 Andrew Shusterman
- 11. The first viralvideo is from a 2019 Halloween-themed skateboarding contest where a skateboarder dressed as 'The Joker' collides with a few onlookers and knocks them down like bowling pins. I edited the video to a song that was trending at the time called, ‘Fuck It Up’ featuring rapper YG. The chorus of the song picks up at the exact moment The Joker collides with the onlookers. 'THE JOKER' VIRAL VIDEO tiktok.com/@shusterman1 Andrew Shusterman
- 12. Trending music -By using a popular song I was able to increase the chances that the algorithm would favor my video and that users searching for that song were more likely to discover it. Engagement - I answered questions, liked and responded to comments in a timely manner, especially within the first 24 hours of the video being posted. The golden rule in social media applies to TikTok as well: the more often you engage with followers, the better your post will perform. NOTE: Most song samples on TikTok are 15 seconds in length, so it's best to keep most of your videos to 15 seconds or less. HOW 'THE JOKER' VIDEO WENT VIRAL tiktok.com/@shusterman1 Andrew Shusterman
- 13. Popular and trendinghashtags - By choosing hashtags with a high volume of posts, my video became discoverable to millions of relevant users. Emojis - I used emojis in the caption that were relevant to the video content because emojis are culturally relevant to TikTok's users. Additionally, some studies show that adding emojis to social media captions help enhance them visually, making them more eye-catching. Using emojis in combination with plain text also helps bring out the emotional nuance of your caption. If executed properly, all of these factors can help increase post engagement. HOW 'THE JOKER' VIDEO WENT VIRAL tiktok.com/@shusterman1 8 Andrew Shusterman
- 14. Popular and trendinghashtags - This time I used a combination of the hashtags from the first video and a few new trending hashtags to increase reach. Emojis - Once again, I used emojis to help increase visibility and engagement. Engagement - Authentic and frequent, especially within the first 24 hours. To capitalize on the virality of the Joker video, I decided to post a new 'slam' clip of The Joker days after the first video went viral. Even though I didn't use a trending song, I was still able to ride the coattails of the 1st Joker video. HOW THE 2ND 'JOKER' VIDEO WENT VIRAL tiktok.com/@shusterman1 Andrew Shusterman
- 15. THE JOKER VIDEO BECOMES POPULARON INSTAGRAM The two viral Joker videos became so popular on TikTok that by mid-April they made their way to several different Instagram influencer accounts. This speaks to the strength of TikTok's growing popularity and cultural relevance. Andrew Shusterman
- 16. After two viralvideos, I was running low on footage of The Joker. Because I knew at this point that millions of users (including my new followers) were familiar with and loved these Joker videos, I decided to 'repackage' my original content. 5 Andrew Shusterman
- 17. The 'Raw' Video- No music or editing of the original Joker viral video. The 'Remix' Video - Extended version of the original viral Joker video with all of the other slams incorporated into one long edit. The 'Related' Video - New/unseen slam footage of The Joker edited to a new trending song. REPACKAGING CONTENT tiktok.com/@shusterman1 Total Repackaged Video Views: 1,012,000 Views Andrew Shusterman
- 18. VIRAL & TOP-PERFORMINGVIDEOS FROM MARCH 16TH - MAY 6TH tiktok.com/@shusterman1 Andrew Shusterman
- 19. SUMMARY This case studydescribes in detail how I made two videos to go viral. I dive into how I repackaged content related to the viral videos to increase my video views, engagement and following. There are other ways to go viral on TikTok, which is what makes this app so fun to experiment with and explore. For example, creating content that embraces trending memes, TikTok challenges and evergreen content are other methods to increase video views and engagement. For more details about these topics, check out social media expert Elise Darma on episode 315 of Amy Porterfield's podcast "Online Marketing Made Easy." This case study should be helpful for those new to TikTok and answer the question, "is TikTok is right for my brand?" It is! The following slide shows a sample of global brands that have incorporated TikTok into their marketing strategy. 9 Andrew Shusterman
- 20. GLOBAL BRANDS ONTIKTOK Andrew Shusterman
- 21. THANK YOU! Andrew Shusterman contactme: andrewshusterman.com tiktok.com/@shusterman1
- 22.