Understanding the Current TikTok Landscape
Social media platforms have become a powerful sales channel, but this year has seen a decline in interactions across most platforms. For instance, TikTok experienced a 16% drop in engagement according to Metricool.
The study “Social Media 2026,” which analyzed over 39 million posts, highlights TikTok’s potential as a leading platform. However, businesses must be more creative and competitive to achieve the desired reach.
The Rising Tide of Content and Competition
According to the study, video remains the most effective format. Yet, businesses face the challenge of capturing and maintaining user attention amidst increasing content volume.
Interaction metrics have dropped by 32%, not due to a smaller user base, but because of the sheer volume of content competing for attention.
In the context of commerce on TikTok, global sales are projected to reach 469 million pesos (approximately 26 million USD) by 2025, as per Metricool.
3 Essential Strategies to Enhance Your Business TikTok Presence
Astrid Mirkin, General Manager of TikTok for the South Cone and Mexico, explains that user behavior has shifted significantly. Users are no longer just seeking entertainment; they’re researching recommendations and gathering information within the social media platform.
“Users can discover content based on their unique needs, interests, and passions,” Mirkin notes.
1. Tap into Trends
To gain visibility, it’s advisable to investigate trending topics within the TikTok community and adapt them to your business.
“Find out what people want, what they’re saying, and join the conversation,” Mirkin emphasizes.
2. Share Stories
When a video conveys a story, users are more likely to engage and feel connected.
Businesses can share how their idea originated, their daily operations, always maintaining a human touch—a crucial element for fostering empathy.
3. Leverage Resources
Utilizing free digital tools is a viable option to add dynamism to your content. For example, employ generative AI to refine scripts or generate images that add value to your videos.
While these points serve as a guide for authentic content creation, Mirkin stresses that the key lies in experimenting with formats, narratives, and tools to stand out and remain competitive.
Key Questions and Answers
- Q: Why has TikTok seen a decrease in engagement? A: The platform has experienced a 32% drop in interaction metrics due to increased content volume, making it harder for businesses to capture user attention.
- Q: What should businesses do to improve their TikTok content? A: They should focus on user comments, adapt to trending topics, share relatable stories, and leverage free digital resources.
- Q: How can businesses make their TikTok content more engaging? A: By experimenting with formats, narratives, and tools, businesses can create authentic content that stands out and captures user attention.
