Social listening has become a crucial tool for businesses in today’s digital landscape, as it allows them to monitor and analyze online conversations about their brand, competitors, and industry. With the rise of social media platforms like TikTok, businesses must adapt their social listening strategies to include these new channels. For this white paper, we will focus our attention on TikTok.
Available in over 150 countries, TikTok has emerged as a phenomenon among Gen Z. It has come to dominate the social media landscape, boasting over a billion monthly active users. With such a large user base, the platform is undoubtedly a valuable source of insight for brands and marketers. This is especially true if their target audience lies in the 13 to 24-year-old demographic that is most active on the platform.
Social listening for TikTok involves tracking, understanding, and responding to conversations about a brand or topic happening on the platform. It allows businesses to gather data on a variety of metrics, such as reach, sentiment, engagement, and influencer trends. They can also use this data to gain insights into their target audience’s behavior and create more effective campaigns.
Before delving into social listening for TikTok, it’s important to understand how TikTok works. This will help get a better idea of the platform’s potential for businesses.
Demographics of TikTok Users
As mentioned earlier, TikTok is particularly popular among Gen Z, with almost 50% of its users falling in the 10 to 29-year-old age range. It’s also important to note that the platform is more popular with females than males.
The breakdown of the demographics is as follows:
- Ages 10-19: 25%
- Ages 20-29: 22.4%
- Ages 30-39: 21.7%
- Ages 40-49: 0.3%
- Ages 50+: 11%
Males: 43%; Females: 57%
Types of Content on TikTok
TikTok is a unique social media platform that offers a wide variety of content types. The most popular content on TikTok is short-form videos, which can range from funny skits to dance challenges, lip-syncing to popular songs, and educational content.
TikTok also allows users to create and share live videos, which can be used for Q&A sessions or live performances. In addition, the platform offers features such as duets, which allow users to create videos in collaboration with other users, and challenges, which encourage users to create content related to a specific theme or hashtag.
Key Metrics to Measure on TikTok
The key metrics to measure on TikTok include reach, engagement, sentiment, and influencer trends.
- Reach is the number of people who have seen a particular piece of content. This metric can help brands measure the success of their campaigns and determine if they are reaching their target audience.
- Engagement is the number of likes, comments, and shares a post receives. It can indicate how popular a piece of content is with the audience and how well it resonates with them.
- The sentiment is the sentiment of a post or comment, whether it’s positive, negative, or neutral. This metric is useful for gauging the public’s perception of a brand and helps identify areas that need improvement.
- Influencer trends show the activity of influencers on the platform. This metric is useful for brands as it can give them an idea of who their target audience is following, what kind of content they are creating, and how successful they are.
Social Listening on TikTok
Now that we have an understanding of TikTok and the key metrics to measure, let’s take a look at how businesses can use social listening on TikTok to their advantage.
Definition of Social Listening on TikTok
Social listening involves tracking conversations about a brand or topic and understanding what people are saying. For example, suppose a brand wants to track conversations around its latest product launch. It can use social listening on TikTok to monitor what people are saying about the product and how they feel about it.
In addition to tracking conversations, businesses can also use social listening to respond to comments and questions from their audience. This helps build relationships with customers and foster loyalty.
Benefits of Social Listening on TikTok
Implementing social listening on TikTok can provide several benefits for businesses that can help improve their overall performance. Here are a few of the key advantages:
The biggest benefit of social listening on TikTok is that it helps businesses gain valuable insights into their target audience. By tracking conversations, brands can understand what their customers are interested in and what drives them to engage with content. This insight can be used to tailor marketing strategies and create content that resonates better with the target audience.
Social listening can also be used to monitor brand reputation on the platform. By tracking conversations, businesses can identify any negative sentiment towards their brand and address it quickly. This helps to maintain a positive reputation and keep customers loyal.
- Identify influencers
Finally, social listening on TikTok can help brands identify influencers who can help spread their message. Influencers are people who have a large following and tend to be well-respected in their niche. By tracking conversations, businesses can identify potential influencers and develop relationships with them to promote their brand.
How to Conduct Social Listening on TikTok
Now that we’ve discussed the benefits of social listening on TikTok, let’s take a look at how businesses can implement it.
Identify Relevant Hashtags and Keywords
The first step to successful social listening on TikTok is to identify relevant hashtags and keywords. These are words or phrases that people use when discussing a particular topic or brand.
For example, if a business is launching a new product, they might use the hashtag “#newproductlaunch” or the keyword “product launch” to track conversations about it.
Once relevant hashtags and keywords are identified, the next step is to monitor conversations. This can be done using a variety of tools, such as social media monitoring platforms or TikTok-specific monitoring tools.
These tools allow businesses to search for specific hashtags and keywords and track conversations in real-time. They can also be set up to send notifications when specific hashtags or keywords are mentioned.
Monitor Mentions of Competitors
In addition to tracking conversations about their own brand, businesses should also monitor mentions of competitors. This helps them understand how they are performing in comparison to their competitors and identify areas where they can improve.
Analyze Engagement and Sentiment of TikTok Posts
Businesses should also analyze the engagement and sentiment of posts related to their brand. This helps them understand how customers are reacting to content and what type of content resonates with their target audience.
Analyzing engagement and sentiment can also help businesses identify areas where they are not performing well and adjust their strategies accordingly.
Monitor Trends and Popular Topics on TikTok
Finally, businesses should monitor trends and popular topics on TikTok. This helps them stay up-to-date with what’s happening in their industry and identify new opportunities for engagement.
By monitoring these trends, businesses can create content that is more likely to resonate with their target audience and be shared more widely.
Best Practices for Social Listening on TikTok
Social listening on TikTok is easier said than done. To ensure success, businesses should follow these best practices:
Develop a Social Listening Strategy
The first and most important step to successful social listening on TikTok is to develop a strategy. This should include goals, metrics, and KPIs that can be tracked and used to measure success.
For instance, businesses may want to track the number of conversations about a particular topic. Or they may want to track the sentiment of conversations related to their brand.
Once they have identified relevant KPIs, businesses should create a plan that can help them achieve their goals in a timely and efficient manner.
Be Proactive in Addressing Negative Sentiment
Most businesses make the mistake of only monitoring positive conversations about their brand. However, it’s equally important to monitor and address negative sentiment as well.
By actively engaging with negative comments and addressing customer concerns, businesses can prevent these issues from escalating and improve customer satisfaction. For example, if a customer expresses dissatisfaction with their product, the business can reach out to them directly and offer a solution rather than ignore the comment.
Stay Up-To-Date on TikTok Trends and Changes
TikTok is constantly evolving, so businesses must stay up-to-date on the latest trends and changes. This includes changes to the way content is shared, new features that have been added, and popular topics.
By staying on top of these changes, businesses can ensure their social listening strategies remain effective, and their content remains relevant.
Integrating Social Listening From Other Platforms
In addition to TikTok, social media monitoring tools can be used to track conversations on other platforms, such as Twitter and Instagram. This helps businesses stay on top of conversations on all major platforms and gain a better understanding of their customers.
Integrating social listening from other platforms also allows businesses to compare and contrast conversations from different social networks. This can help them identify areas for improvement and adjust their strategies accordingly.
By following these best practices and utilizing effective social listening strategies, businesses can maximize their success on TikTok and achieve their goals.
Choosing the Right Social Listening Tool For TikTok
There are a plethora of social listening tools available, so choosing the right one can be a bit overwhelming. Here are some tips to help you choose the best one for your needs:
Look for TikTok-Specific features
Look for a tool that offers features specific to TikTok, such as the ability to track popular hashtags, monitor comments, and analyze engagement rates.
Check the Data Sources
Make sure the social listening tool collects data from reliable sources. The tool should be able to access and analyze data from TikTok’s API to provide accurate insights.
Consider Ease of Use
Choose a tool that is user-friendly and easy to navigate. The dashboard should be intuitive and easy to understand, and the tool should provide actionable insights without requiring too much manual work.
Look For Customization Options
The social listening tool should offer customization options so businesses can tailor their strategies to fit their specific needs. This includes the ability to filter data by location, language, or other parameters.
Check for Real-Time Monitoring
To stay on top of trends and react quickly to any issues, choose a social listening tool that offers real-time monitoring. This way, businesses can quickly identify any changes in their TikTok strategy and adjust accordingly.
Before committing to a social listening tool, read reviews from other users. This can give an idea of the tool’s strengths and weaknesses and help make an informed decision.
Given the abundant opportunities TikTok presents for businesses, social listening is essential. Not only does it help businesses understand their target audience, but it also helps them identify new opportunities and measure the success of their strategies.
To ensure success on TikTok, businesses should follow the best practices outlined in this white paper. With these best practices in mind, businesses can maximize their success on TikTok and achieve their goals.
Konnect Insights offers a powerful social listening tool that businesses can use to monitor conversations on TikTok. With our advanced analytics and reporting capabilities, businesses can gain valuable insights from TikTok and other social media platforms in one place. Get in touch with us to learn more about how Konnect Insights can help you reach your social media goals.