TIKTOK DICTIONARY: A TO Z
Want to level up your TikTok vocabulary? From Algorithm to (Gen) Z, Movers+Shakers has put together a TikTok Dictionary to help you navigate the app and understand the ins and outs for your brand. It’s study time!
Algorithm
TikTok is known for its sophisticated algorithm, which recommends content based on users’ interests and behaviors on the app. The algorithm serves up videos based on the accounts you follow, past content you’ve engaged with, videos your followers engage with, and the list goes on. The result is an extremely personalized “For You Page” that is different for every TikToker. (back to top)
Branded Effect
Branded effects and filters allow brands to design their own custom lenses on TikTok, similar to a Snapchat lens. Users are able to use these effects in their own TikToks, making this an advertising format that feels non-intrusive and native to the app. They’re a great way to unleash UGC creation that features your brand or product, when not everyone has the product on hand. (back to top)
Challenge Page
Think of this as the homepage for a hashtag challenge. Click the hashtag for a TikTok challenge and you’ll be redirected to the hashtag’s Challenge Page. This page has a challenge description, pinned videos of activated influencers, and every other video that was created using the branded hashtag. TikTok curates the order of the videos by hand during the challenge, surfacing the best content and protecting brand safety. The page stays live for 60 days following your campaign launch. (back to top)
Discover Page
The Discover page is TikTok’s home-base for all things trending. Click the magnifying glass labeled “Discover” at the bottom of the TikTok app to get to the Discover page. Here you’ll find the trending hashtags of the day, popular sounds, and branded hashtag challenges. (back to top)
Engagement
Engagement is a metric that advertisers use to measure the success of their campaigns. Higher engagement means that more users are interacting with the content, and posts and creators with higher engagement tend to be favored by TikTok’s algorithm. In July 2020, the average U.S. user engagement rate on TikTok was 18%. (back to top)
For You Page
The For You Page is TikTok’s main landing page and the first thing you see when you open the app. The For You Page is full of recommended videos that are tailored to each user. See: Algorithm. (back to top)
Geolocation
Geolocation is one of the variables you can incorporate into your targeting strategy for ad campaigns on TikTok. When creating targeted ads, TikTok allows you to create custom audiences by geolocation, gender, age, language, and interest categories (i.e. Beauty). Geolocation is also a crucial factor in the For You Page algorithm, as some content is shown to users based on where they are geographically. For instance, if you are from NYC, you’ll see more NYC-focused content than someone from LA. (back to top)
Hashtag Challenge (+)
A Hashtag Challenge is a top-of-funnel advertising method that is designed to create buzz, awareness and affinity. Hashtag challenges invite TikTokers to interact with your brand and create user-generated content that follows the prompt of a sponsored hashtag. You can also promote hashtag challenges on the Discover Page through a discover banner, Top-Views, and other in-feed ads that bring attention to the challenge. For an extra fee, TikTok offers a hashtag challenge plus option where brands can make the challenge page shoppable with CTA click-outs that direct users to the brand’s website, local retailers, or brand-administered surveys. (back to top)
In-Feed Ads
In-Feed ads are advertisements dispersed throughout the For You Page with a CTA click-out link (ie “Learn More,” “Buy Now,” etc.). They can either be unique pieces of creative or boosted posts from brands’ or influencers’ pages. In-Feeds are an affordable approach to advertising on TikTok, offer the most specific targeting tools, and can be purchased in two ways - through a reservation or an auction. Both are outlined below! (back to top)
Jump Cut
Storytelling on TikTok is unlike that of any other app, and there are a few attention-grabbing and creative techniques you can use to help keep viewers engaged. One editing tip is to utilize “jump cuts,” where the transition between two shots quickly “jumps” from one frame to the next. This type of transition helps shrink your story to fit the 15-second window offered by TikTok, all without compromising the message you’re trying to share. (back to top)
KPIs
KPIs, or key performance indicators, are used to measure campaign and/or brand channel success. Some key KPIs for TikTok include engagement per follower, shares, reach, follower growth, referral traffic through UTM links on hashtag challenges, sound creates and hashtag uses. As of recent, brands are also now able to run conversion-driven campaigns on TikTok. (back to top)
Licensed Audio
TikTok has deals with the record labels so creators can legally use millions of popular songs. This license is for noncommercial use only, meaning brands can’t use it for their content. Advertisers are able to see if a trending audio on TikTok is available for commercial use or not. Click on the audio and see if it has a warning above the video catalogue that reads “This sound isn’t licensed for commercial use.” (back to top)
Most-Followed User on TikTok
As of August 2022, Khaby Lame is the most-followed user on TikTok with 148 MILLION followers. (back to top)
Non-Holiday vs. Holiday Ad Prices
When planning your next hashtag challenge and media buyout on TikTok, it’s important to recognize if you’re planning to advertise during a holiday or not. Some of TikTok’s reservation ad products cost more on holidays than non-holidays. (back to top)
One Day Max
A One Day Max is a type of in-feed ad that captures up to 100 percent share of voice (SOV) for a full day. It’s the fourth video users will scroll to on their For You Page and can be up to 60 seconds long. This ad format is untargeted. (back to top)
Pixel
TikTok Pixel is a tool made by TikTok that can be downloaded prior to launching a campaign. Similar to other ad pixels, this tool allows marketers to retarget the same people who previously saw their ad, and also measure ad performance and conversions. (back to top)
QR Code/TikCode
Each TikTok user has their own unique QR code that directs whoever scans the code to their TikTok profile. To access, click the icon in the top left corner of your Discover page. (back to top)
Reservation vs. Auction Method
The reservation method for purchasing in-feed ads requires a minimum spend across five days, and once reserved with the help of a TikTok representative, you’re unable to make changes to the campaign mid-flight. The auction method, on the other hand, offers better CPMs and the flexibility to control their bids and optimize as the ad is running. (back to top)
Stitch
This is an in-app editing technique where users are able to insert another user’s TikTok video into their own TikTok in a sequential manner (as opposed to the side-by-side view from the “duet” feature). (back to top)
Top-View
Top-View ads are the first in-feed post all active users see after opening the app, a crucial part of paid hashtag challenges. They run for 24 hours, guaranteeing up to 100 percent SOV. (back to top)
UGC
TikTok offers brands an unprecedented ability to inspire the creation of UGC, or user-generated content. A brand can amplify its presence by encouraging fans to create their own content using the brand’s products. (back to top)
Verified Account
A brand can work with a TikTok brand representative to verify their account. According to TikTok, verified badges are put in place to “help users make informed choices about the accounts they choose to follow.” Verified profiles also appear higher on the top of search results in the app, increasing the likelihood of seeing an increase in follower count, engagement on their comments and posts. For example, if you searched “drdennisgross” before @drdennisgross was verified, the first result was #drdennisgross. After verification, the actual account appeared first in search results. (back to top)
Working with TikTok
For every reservation-based ad campaign you run on the platform, you’ll work with a brand representative from TikTok who will make sure your campaign is executed smoothly. They’ll be responsible for pushing your campaign live by ingesting your assets, music, and everything else you may need to bring your campaign to life, into the app. (back to top)
X-ponential Growth
This term may be a stretch, but not nearly as much of a stretch as TikTok’s reported growth has been over the years! Since January 2018, TikTok’s user base has grown 800 percent, from 11 million 100 million active daily users in the US alone. (back to top)
(Gen) Y
Gen Y, otherwise known as millennials, love TikTok just as much as Gen Z! Pre-quarantine, millennials made up 46 percent of TikTok’s user base and are continuing to rise in numbers on the platform. Check out our blog post on what Millennial TikTok actually looks like for more information on the demographic. (back to top)
(Gen) Z
Gen Z is anyone born after 1996. Oftentimes referred to as the generation of “digital natives,” Gen Z makes up 60 percent of TikTok’s U.S. database and is known for being “the most ethnically diverse and largest generation in American history.” (back to top)
We hope this cheat-sheet helps you out as you start to make your next moves on TikTok. For a deeper look into the platform, sign up for our TikTok webinars today!
