- The TikTok algorithm is changing
from a social media algorithm to a search engine.
And it might not be long
before TikTok starts giving Google Search
a run for its money.
They're gonna be sweating out there. (chuckles)
What's up? It's Jamal from HubSpot.
And in this video I'm gonna explain
why TikTok is making this major change and what you can do
to make sure you're taking advantage of this new algorithm
to increase your views and your followers.
I'm also gonna let you in
on a massive monetization opportunity
coming to TikTok in 2023.
So you can start building an audience now
and be ready to rake in those dollars when the time comes.
Now, if you're new to TikTok,
the best way to get into the game is to download
"The Marketers Guide to TikTok for Business."
This is a free e-book from HubSpot
that teaches you everything you need to know
about starting and building a following
for your brand on TikTok.
The link is down in the description.
Even if you're already active on the platform
from secret strategies to best hashtags or views,
I promise there's tips in this guide
that will help you get more views on your TikTok videos.
So what is the new search algorithm?
When it first started,
TikTok was known for its silly dances and other viral trends
that let anyone get in on the fun.
This made it the world's fastest
growing social media platform,
skyrocketing to more than a billion users
in less than four years.
This rapid growth gave every new user a chance to go viral,
even without a massive following already.
Today the TikTok algorithm is still serving us what we want,
but what many users want has changed.
And that is affecting not only TikTok's algorithm.
but the entire online ecosystem.
Will this ever stop?
Will we ever be done with new kinds of content?
Probably not.
At a recent conference,
the Senior VP from Google know that young people
are turning to TikTok instead of Google,
when looking things up like what to eat,
where to shop, or how to get fit?
Gen Z prefers TikTok's fast-paced informative videos
to Google's old fashioned search results page.
Get outta here SERP.
And they trust the opinion of critters on the app
over the mountains of reviews that fill up many websites.
This news absolutely shocked the digital marketing world,
but it wasn't really a surprise at TikTok.
Videos on the platform covered more and more areas
of expertise over time.
And the algorithm saw this change and user intent
and began to evolve to focus on those niches.
Hashtags became the new keywords,
and choosing the right ones for your TikTok content
is now as important as SEO on your website.
This change is so new
that most marketers aren't even aware of it.
Even, I don't know and I'm telling you about it.
What? Nevermind.
This of course makes us a huge opportunity
for those who are in the know
to lead the way and reap the rewards.
So I'm gonna give you a few tips
to optimize your captions to capture TikTok search.
First, including mix of trending hashtags and niche ones
specific to your content.
It's easy to find trending tags using the search function
on the TikTok app.
Start by doing a search for your particular niche,
then select hashtags for a list of related tags
to use in your post.
A good rule of thumb
is to use two broad or trending hashtags
and two niche hashtags,
but you can also use four niche hashtags
depending on your content.
Tip number two is keep your niche hashtags consistent.
Much like SEO keywords, you need time to develop authority.
Owning a couple of consistent niche keywords
teaches the algorithm to properly categorize your content
and serve it to users who are interested.
Tip number three, hashtags are important,
but just as important is a caption
that gets the users' attention.
TikTok gives you 300 characters to work with,
so include both hashtags
to help the algorithm ID the content,
and a caption that the user will appreciate.
And speaking of user's experience,
the fourth and final tip is don't fake hashtags.
I see you out there, Jeremy.
Trying to be a ne'er-do-well,
trick people into looking at your freaking blog recipes.
Mm-mm. Not this time.
The algorithm is ahead of you.
Make sure that the videos you're posting on TikTok
deliver whatever hashtags you include.
Nothing will hurt your ranking in the algorithm more
than users swiping past your videos
'cause they don't get what they're actually looking for.
Cheating a hashtag might seem like a shortcut to views,
but it hurts you in the long run.
Besides what's the benefit
of sneaking your content into someone's feed
if they're not actually interested in what you're selling?
By staying honest with your hashtags
you not only start to reliably come up in search,
your videos will also start showing up
on users' For You page.
Putting your message in front of interested viewers,
even when they're not actively searching for your hashtags.
And you better make sure your content
is worth the users' time.
And that doesn't mean that you just have to be real glossy
with a nice professional studio setup like this.
All right.
In fact, videos that look too professional
can work against you if the user scrolls pass
because they assume it's an ad.
Hmm. True dilemma if you will.
The best brands on TikTok capture the look
and feel of the platform,
and modify it just enough to get the messages across.
One way to do that
is by using popular sounds in your videos.
TikTok describes itself as a sound on platform.
So use already trending audio to capture attention.
On TikTok, there really is no benefit
of being the most creative brand in the feed.
Instead use your creativity to fit your message
into what's already trending,
and you'll see your views and followers go through the roof.
So if TikTok started out as a fun social media platform
and is now becoming a search engine,
really makes you wonder,
what's next for the world's third most popular platform?
Recent financial disclosures from the company reveal
that it's planning to increase its e-commerce business
from 2 billion in 2022 to 23 billion in 2023.
Uh.
It's a lot of money.
Hmm. Certainly more money
than I have in my bank account right now.
You know what I'm saying?
So you can expect a lot more tools
to help you monetize your TikTok audience
in the near future.
That means now is the time to get started
by downloading the free e-book
from the link in the description.
Use it to button up your TikTok performance today
and reap the rewards that are coming soon.
And if you thought this video was helpful,
be sure to give it a like, and subscribe to this channel
to make sure you never miss one of our videos
to help you succeed on every digital marketing platform.
And be sure check out all of our other videos
on the topic below.
And with that,
I'll see you next time.
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