How do you create and develop an engaged community on TikTok?

TikTok, much more than just an entertainment platform, has become an influential cultural driver. Its slogan, “It starts on TikTok”, reflects the reality of a social network where ideas spread with lightning speed, touching 7 out of 10 users who recognize its influence on cultural trends. Phenomena like #TikTokMadeMeBuylt, which empties store shelves, at #StudyWithMe, creating a feeling of company for lonely people, or even hearing your friends say “I saw that on TikTok”, this represents 71% users who think that The biggest trends start on TikTok.

What sets the social network apart is the inclusiveness of its communities, which even extend to brands. Businesses are encouraged to also produce video content entertaining, authentic, and informative at the same time. By integrating harmoniously into these communities and respecting their codes, brands note significant growth engagement and sales.

In this article, we share the mechanisms of these communities on TikTok and reveal the key strategies for building a strong reputation and a community that is truly engaged with your brand account.

What is an engaged community on TikTok?

An engaged community on TikTok is defined as a group of users united by common interests, passions, shared values, or a specific purpose. At the heart of this social network, these communities Speak freely to connect their peers, thus promoting authentic and continuous exchange.

For brands, immersing themselves in these dynamic communities is essential. Engagement—measured by interactions such as likes, comments, and shares—is a key indicator of a brand's resonance in the community. High interaction means not only greater visibility but also a plus deep emotional connection with the audience, which is crucial for customer loyalty and brand growth.

The criteria for an engaged community on TikTok

1. Strategic use of hashtags: Members use TikTok hashtags specific to categorize and amplify their video, thus facilitating discovery and engagement within the community.
2. Community Generated Content (CGC) Production: This authentic content, often in the form of videos with sound, is designed by and for the community. It generates natural engagement because it is directly aligned with the interests of users.
3. User Oriented Algorithm: TikTok's algorithm favors personalized content, recommending videos based on content rather than creators' popularity. This ensures increased relevance and more meaningful engagement within the community.

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In addition, an engaged community on TikTok is also characterized by:

• Authentic interactions: Exchanges between members are sincere and reflect genuine interest in shared topics.
• Active collaboration: Users participate actively by creating and sharing videos, commenting, and participating in challenges or discussions.
• A sense of belonging: Members feel connected to the community, which results in loyalty and mutual support.

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These characteristics are essential for brands aspiring to Going viral on TikTok, because they make it possible to convert simple observers into real passionate and committed ambassadors for their brand.

The most influential TikTok communities

In reality, TikTok is a rich and diverse ecosystem, home to a multitude of thriving communities and subcultures, often unknown to the general public but yet extremely influential. Presented through short video formats, these communities form the vibrant heart of TikTok, where thousands of groups with specific interests coexist and thrive, such as Booktok, Plantetok or Witchtok.

Amongst The most influential communities on TikTok, mention should be made of:

1. Literature (#BookTok): With over 198 billion views, #BookTok is a real phenomenon. This community has the power to propel little-known novels, like “The Song of Achilles,” to a meteoric popularity, influencing book buying trends globally.
2. Food (#FoodTok): Accumulating 75.7 billion views, this community grew during lockdown, becoming a space for exchanging recipes and culinary ideas. #FoodTok popularized specific dishes and ingredients, illustrating TikTok's ability to influence global cooking practices.
3. Sport (#FitnessTikTok): The sports community on TikTok, with 6.3 billion views, is a dynamic hub for fitness and wellness enthusiasts. From home workouts to innovative exercise routines, this community inspires and motivates its members to lead active lifestyles, while creating a platform for sports coaches and fitness influencers.
4. Beauty (#TikTokBeauty): On TikTok, Skinfluencers, a mix of dermatologists, estheticians, and skin care aficionados, share their opinions and advice. With 4.5 billion views for #TikTokBeauty and 4.4 billion for #SkinTok, this community is significantly influencing skin care trends, ranging from daily routines to beauty product reviews.

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Each of these communities reflects how TikTok is shaping and redefining trends in a variety of areas. For brands, understanding and engaging with these communities is a key strategy to strengthen their presence and resonance on the social network.

How do I create a community on TikTok?

First of all, it is a space for creation and sharing, where a deep commitment takes root. For brands that succeed in integrating harmoniously into these communities, the benefits are multiple: increased visibility, strengthened reputation, more authentic relationships with users, and an exceptional engagement rate. It should be noted that the content on TikTok tends to get a 15% engagement rate higher than on other social networks.

To build an engaged community around your brand on TikTok, it is essential to develop a creative strategy that is aligned with the interests, codes, and values of the targeted community.

Inspiring through creativity

To be genuinely integrated into a TikTok community, a brand must focus on creating content that is both original, native and engaging, and that goes beyond simple commercial advertising. This creative approach is essential to establish a real connection with users and to stand out within the social network ecosystem.

Collaborate with influencers

Influential creators in your field can help deliver video content in accordance with community codes. Collaborating with them is also a great way to extend the reach of your publications and strengthen the credibility and authenticity of your brand.

Highlighting brand values

Each TikTok community is rooted in distinct values. For example, beauty on TikTok is characterized by greater inclusiveness. Embodying these values can strengthen the connection between your brand and its audience.

Increase Brand Interaction

TikTok communities are places for interaction and sharing. Actively engage by responding to comments, enjoying and sharing content from other creators, and organizing collaborations. Become an active and committed member of your community.

Adapting to trends and audience feedback

To be seen as an authentic member of its community, your brand needs to stay up to date with the latest TikTok trends. Also, pay attention to the reactions and preferences of your audience to adapt your content and maximize the organic growth and engagement of your publications.

Analysis of a TikTok account with an engaged community

Fenty Beauty, a pioneer in the cosmetics industry, has established itself as leader on TikTok, effectively captivating generations Z and millennials. With over 2.6 million subscribers and 52 million likes, their success on the platform is undeniable. Several key factors contribute to this success:

• Diversity and inclusion: Fenty Beauty, known for its commitment to diversity and inclusion, reflects these values in its content on TikTok. Their publications highlight models and creators from diverse backgrounds, which resonates deeply with their community.
• Educational and informative content: The brand strikes a balance between entertainment and education, blending fun and authentic content, such as behind the scenes glimpses, and detailed tutorials for a variety of looks. This approach enriches the user experience and builds brand trust.
• Authenticity and transparency: Fenty Beauty maintains its commitment to authenticity and transparency, often illustrated by behind the scenes views of their product development process and highlighting the diverse team behind the brand. This creates a bond of trust and authenticity with their subscribers.
• Engaging hashtag campaigns: Fenty excels at creating buzz around its product launches. The brand has initiated several popular challenges on TikTok, such as #TheNextFentyFace, encouraging content creation by the community and thus increasing engagement.

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To conclude, cultivating an engaged community on TikTok is essential to strengthening the presence and authenticity of your brand. Active engagement is required: innovate with your content, follow trends, and interact regularly with community members. Our agency is ready to support you in the development and implementation of your TikTok strategy, guiding you to a resounding success on this platform.