TikTok over Google, the new social leader

“How should I understand something I am not using?” Kim started the session by throwing this question to the audience along with a spontaneous survey of how many people in the audience know and use TikTok. After that, he welcomed on stage two big personas in the TikTok world – leading TikToker from Croatia, Dario Marčac and TikTok expert from Swedish Radio, Parastoo Saeidi. 

Dario focused more on TikTok in general and highlighted that people should not be afraid of using this specific platform. “All of the younger generation is on one app, that’s what TikTok is,” he stated. According to statistics, TikTok has more than one billion active users and an average user spends about 52 minutes on the platform. Additionally, TikTok is even more popular than Google. 

“And what type of content should you create?” Dario went on. He proposed a few ideas such as being engaging and entertaining, providing some interesting information with a focus on education, or posting some fun behind the scenes videos. “It’s about role content, not about editing,” he specified after giving a wide range of tips.

And where to start if you want to start on TikTok? Firstly, you should actually enter TikTok. Then, connecting other social platforms to TikTok is useful as well as being creative while documenting the progress. However, he left the best advice at the end of his part of the session: “Be authentic. On video, people can feel you better than through pictures. They can feel your energy, your behavior, and even your mind.”

How can radio work with content?  How can you use TikTok to advertise your product? Parastoo Saeidi answered the question. What you should keep in mind is that, in Sweden half of the people born 2000 – 2010 are using TikTok. So it is a huge opportunity for you to sell your product to a much wider audience. But your work with TikTok doesn’t end here, you should look at the data TikTok provides to you and analyse it. More importantly you are supposed to create a discussion with your TikTok, that can help you massively boost your following. How many people watch your TikTok, how many people saved your TikTok and how many people liked it. Regarding these questions you can always go back to the drawing board and redo many things, if some things don’t work out as hoped. Of course there’s always a catch, this year TikTok is a potential threat to your personal data. So is using TikTok worth it? Yes it is. This third party app can give your podcast or radio new listeners and new wider range in promoting each episode.

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