Kryshla Salaris – Algorithm Whisperer, Instagram Coach + Founder of Shall We Social

I help service-based business owners to DIY their Instagram marketing through coaching and courses – including my signature offering, Instagram Unpacked. My mission is to make Instagram fun. Because the more you enjoy doing something, the more time and energy you’ll invest into it and the better the results. People have this idea that Instagram marketing is hard (mostly perpetrated by so-called social media “experts”). I’m here to bust the myth that you need to outsource your socials – you CAN do it yourself if you want to.

 

Find me everywhere: Instagram, Facebook + TikTok @shallwesocial

www.shallwesocial.com.au

 

Introduction to TikTok – what is it? How does it work?

• TikTok is a video creation + sharing app. A bit like Instagram Stories
• You can share 15-60 second videos
• Inbuilt video editor with a huge range of features including filters, stickers, text + editing tools that allow you to crop, add transitions, combine clips etc.  so you can create and edit videos within the app without the need for 3^rd party applications or software
• Audio focussed – people record voice overs for their videos which other people can use for their videos
• Music-based – commercial tracks + trending songs created specifically for the platform

The TikTok Interface

2 key areas: The For You Page and The Following Page. The Following page, as you would expect, shows content from people you follow.

The FYP is where the magic happens. This is a mixed bag of all different types of content; content that is going viral, brand new content (all videos appear on the FYP for a short period of time) plus content the algorithm thinks you would enjoy.

Like other social media platforms, you teach the algorithm as you go along – it learns what content you like based on what you watch and interact with, the hashtags you use (and follow) and the type of accounts you follow. The more time you spend on TikTok, the more the algorithm learns about you and the more tailored your FYP becomes.

The key differences between TikTok and Instagram (or Instagram stories)

• The aesthetic – raw, real, not as polished
• Authenticity + personality are abundant
• Instagram = engagement and community building vs TikTok = discoverability

 

Unlike Instagram, where we spend the majority of our time watching/viewing content from people we follow, on TikTok, users spend about 75% of their time on the For You Page – consuming content from those they don’t follow.

 

For You Page (like IG explore page) based on what the algorithm thinks you’ll enjoy.  All content starts out on the FYP for a short while and then, if it’s successful, TikTok pushes it out to more users. This is why it’s so easy to go viral and why it’s such a powerful platform in terms of discoverability.

 

Why people love it (and why it’s so addictive)

First of all, it is literally designed to be addictive. Like all social media platforms – the algorithm wants you to stay on the platform for as long as possible. I think TikTok does this particularly well by combining (1) Short, easy-to-consume “snackable” content with (2) a tailored FYP – showing you new new users that are sharing the *exact* content you’re interested in – so it’s easy to keep watching and watching and suddenly you realise that you’ve lost an hour (or more!).

The other reason I think people are enjoying TikTok so much now is the novelty of seeing unpolished, real, raw content. Some of the highest trending videos are filmed in a dingy basement.  There’s an element of fun and spontaneity that social media used to be about in the early days. Remember when you used to ‘poke’ someone on Facebook?! There was no real purpose to that other than fun.  I think that it’s also the level of authenticity that has really captured people’s attention. There are no polished flatlays here!

Isn’t it just for kids?

TIkTok used to be dominated by Gen Z but it is quickly being picked up by us older generatations. In 2019 it was the most downloaded app and there are now nearly 1 billion monthly active users. So, chances are, your ideal customer or client is now on there. Or will be soon.

In 2012 Instagram was dominated by teenagers so don’t discount it just yet!

 

Brands are beginning to understand the power of the platform and get onboard – posting organic content and also advertising on the platform. I even saw Instagram ads on TikTok the other day!

There literally is a niche audience on TikTok for everything so if you want to try it, go for it. Chances are your competitors aren’t on there yet so now is a great time to establish yourself.

One of the key reasons that businesses are now embracing TikTok is, as I mentioned before, about discoverability. The reach on the platform is currently through the roof – this is largely due to the fact that there are fewer content creators than consumers, however, this is already beginning to change as more people adopt the platform.

Also, the TikTok team have stated that they want to move beyond the dance moves and musical features that the app was built on. To what exactly? I’m not sure, but you can bet it’s going to be (further) monetised in some way.

Should you rush out and market your brand or business on TikTok?

Now I hear the objections from here: “I don’t have time for another platform”

I’m not here today to push you to market your business on TikTok (unless you’ve been waiting for a sign – then this is it!).

If you don’t want to be on TikTok that’s fine. I always tell my clients that it’s better to go ‘all in’ on one or two platforms then to spread yourself too thin.

However, if you’re looking for inspiration, if you want to shake things up on your socials and stay relevant, there is plenty to be gained by simply observing the platform in action. You will get plenty of content ideas and you can apply lessons and ideas from TikTok to your other social networks, Instagram in particular – we are already seeing the app influence other platforms and areas of the internet including Google search results.

 

What TikTok can teach us and how can we apply this to Instagram

 

 

1. Change is constant

Just as we have seen on Instagram and other social media platforms, as more people join the app, the nature of the platform is changing. TikTok’s “heyday” of mega reach is already starting to slip away. Those 1M viral videos that people experienced in the beginning, even as recently as January this year, are now fewer and far between for smaller creators.

In the beginning, there were more users than creators so if you created content you had a good chance of it being seen as TikTok recycled the small amount of content it had on the FYP. Now there are more creators and more competition so users are experiencing lower reach on their videos. That’s the natural evolution of any social media platform – supply + demand.

A lesson for Instagram: Don’t complain – adapt. Unless you were an early adopter, you wouldn’t have seen Instagram go through the same process. In saying that, even as recently as 2015, it was still possible to get great reach on Instagram. But now, as with TikTok, reach has dropped because there are more users = more competition for a spot on the one and only feed.

Because of the changing nature of social media, what worked today won’t necessarily work tomorrow so you have to constantly be innovating and looking for new ways to show up. When TikTok began, lip syncing and dance videos were the key to great reach. Now people are participating in challenges or abandoning those original styles of video all together to share educational content. You have to continuously mix things up and experiment to see what will work for your audience. Your Instagram strategy is an ever-evolving process. Not a set-in-stone document.

2. Don’t make assumptions

The number of people I hear saying “I don’t think my audience is on there” when talking about TikTok.  Now, especially after lockdown, they probably are on there. Look at the data for your demographic, don’t just assume. You may be surprised.

Speaking of data, one thing that TikTok does differently to Instagram is that is puts your post reach and likes front and centre – other people can see how your post has performed just by looking at your profile. Your reach and likes are visible on each post. Which means there’s nowhere to hide.

It’s an interesting move by TikTok especially given the emphasis that Facebook/Instagram put on hiding likes for “mental health reasons” last year.  I think it is an intentional move on TikTok’s behalf to encourage competition so that people will make more content in order to better their “scores”. You’ll see on the platform there’s a lot of emphasis on appearing on the FYP and people will even use the FYP hashtag to try and get on there.

The desire to “go viral” or become “TikTok famous” is almost an obsession with users.  For better or for worse.

Aside from the possible emotional scarring, having your performance visible at a glance does give you a great visual indicator of what content works and what doesn’t so you can produce more high-performing content.

The lesson for Instagram: Use data (Insights) to make decisions about your content, activity and presence. Again, don’t assume. There’s no point spending all of your time on Facebook if your audience is actually on Instagram and vice versa. There’s no point writing lengthy post captions if your audience love video. Use data to determine which content is performing the best and make more of that.

 

3. Evergreen is Queen

Two key types of successful content on TikTok: evergreen vs trending.

Trending content = For You Page e.g. dances, lipsyncing, challenges. You can find out what’s trending via the Discover page

Evergreen = high-value content that is not time sensitive. This can be entertaining, engaging or educational and is good content now and in a week, month or year’s time.

Evergreen content is great because it continues to deliver value long after you post. One of the interesting features of the TikTok algorithm is its tendency to continue to push out your older content to new followers. New followers get a highlights package of your best-peforming content when they first start following you so that older content keeps delivering. I have a post from back in January or February where I shared 5 Instagram story tools I love – that is still getting engagement and has over 60K views.

Lesson for Instagram: While the Instagram algorithm prioritises timely content you can still make the most of evergreen content.  IGTV is the perfect place to share evergreen content because your videos create a catalogue or series that people can refer back to. You can drive views to your IGTV content by periodically sharing an Instagram story, linked to an IGTV video to encourage new followers to check out great older content.

Also, hot tip, you will have heard that Instagram is testing paid advertising on IGTV – 15 second video ads that will appear during videos (like on YouTube). What this means is that (1) they are going to be pushing IGTV views and, I suspect, they will add search functionality to improve the user experience – so make sure you’ve got some good evergreen content there ready to be discovered.

4. Get trendy

There’s a reason why people tap into trending content – it works. Trending content is about community. If you are participating in a dance challenge, for example, you’re part of something bigger. It’s fun, there’s an established culture and hashtags and a group of people with an interest in that challenge ready and waiting to consume and engage with your content. Which is why it tends to perform so well.

 

Lesson for Instagram: Create community + opportunities for engagement

Don’t just expect engagement to come to you. The accounts smashing it are fostering community and they are creating content that is designed to go viral – i.e. shareable content.

How can you do the same on Instagram? (without having to dance). How can you invite people to engage with you or share your content? Can you create some kind of challenge? Or something that’s easy to share? One thing that works really well are fill-and-share templates. Whip these up in Canva and ask people to screenshot the template – complete (and tag you!) and share with their audience. Simple. You’ve just created trending content.

5. Pick up the pace

This is a lesson that’s really shaped my own Instagram video strategy this year. Face paced, attention-grabbing content is where it’s at. It’s ruthless on TikTok (not so bad on IG). If you don’t grab someone’s attention within the first few seconds, they have swiped past and you’ve missed your opportunity. Your content needs to be literally scroll-stopping

The lesson for Instagram: We know that attention spans are getting shorter. So I challenge you to get to the point.  Especially on Instagram stories – no more “Happy Monday… how are you?… Gosh, it’s cold today…  just popping in to say…” by then you’ve used a whole story on nothing. Start strong and use a hook to capture attention – just as you would in your post captions. Tell people why they want to stick around and watch – e.g. “Here are 3 ways you can do ___”.  Also try some of TikTok’s famous fast transitions between clips and changing up camera angles or your background between stories for visual interest to keep people watching for longer.

 

5. It doesn’t have to be perfect

Authenticity trumps aesthetic. I’m saying this to myself as much as anyone. If you’ve seen my Instagram feed you’ll know that I’m a massive perfectionist!

However, on TikTok content doesn’t have to have to be beautiful. At all. In fact, overly produced content can work against you. Raw, real and authentic is the go-to on TikTok – you won’t find any styled flatlays here. It’s a refreshing change.

The lesson for Instagram: Create content that you enjoy creating and that your followers enjoy consuming. Take your lead from your ideal customer or client. If they like it, you’ll get better engagement and you won’t have to produce so much content for the same results. Have fun and don’t take it too seriously.

The biggest benefit of using TikTok is that helps you become a better creator

TikTok (especially for us “oldies”) forces you out of your comfort zone. Trying out new styles of video and editing tricks such as filters, transitions, aligning music and audio with your videos.

You become more confident on video. You might not believe this but I don’t like being on video. Yet I show up almost daily on stories and on live video and coaching calls because it’s my job.

There are so many incredible creators on the platforms. It’s an inspiration goldmine! Follow a range of accounts, not just those in your niche, for ideas about how to present your topic differently, video creation techniques

 Some of my favourite TikTok creators:

@promisetangeman – Designer + Biz Strategist – talks about websites, small business and making money online

@hollybrunnbauer (formerly @MotherhoodMelbourne on Instagram) – fun content and Mum life shenanigans!

@iamjonathanbelle – this guy is incredible. He wears a lot of wacky costums and shares “Creativity fuel” such as business tips, tools, useful websites. Really useful content if you’re a small business owner but delivered in a fun and unique way

@grandadfrank – currently has nearly 900K followers! Pure TikTok genius. He dances, he steals cookies when his wife isn’t looking, he participates in the trending challenges and nails them!

@thatdudecancook – Sonny Hurrell is a YouTube chef who’s taken to TikTok and delivers the most mouth-watering recipes in seconds with loads of style

@starvinggradstudent – Dr Chris PhD shares nutrition and diet-based tips with a side of comic genius

@jeffcouret – An early adopter of the platform. He’s been studying the algorithm and shares his insights into what works and what to expect

@arnoldschnitzel – the official account of Arnold Schwarzenegger. He has pet ponies at his house and that’s really all you need to know.

 

Getting started on TikTok

If this discussion has got you thinking “I need TikTok in my life” here are a few tips to get started:

Sit and watch first:

Gary Vee suggests this when starting out on any platform. Watch and take note of trends and patterns. What are other users in similar industries or niches doing? What’s working well? What do you enjoy as a consumer?

When you’re ready to post:

Best practice tips (as of now, they may change as the platform evolves) for businesses:

2. Complete your profile – link to your Instagram account and add a website link. Also switch to a pro account (it’s free) for account analytics
3. Pick a niche and stick to it. Those sharing unique content in their niche are doting better than those who came late to the party and are trying to copy the dances, voice-overs etc.

3. Be consistent. When starting out, post at least 1x per day to build momentum (up to 3x per day if you really want to supercharge your following). Consistently matters but you don’t have to be consistent all the time. Spurts of activity – ramp up momentum then pull back and focus your efforts elsewhere. This all comes back to the type of content you’re creating. If it’s evergreen, it will still perform, days, weeks, even months down the track

4. Keep it short and snappy. Start strong and get to the point quickly otherwise you’ll lose attention

5. Add text/captions to your videos + use trending music and experiment with the inbuilt editing features to keep people engaged and create visual interest

6. If you want to try the trends, add your own spin. Don’t simply copy what someone else is doing. Even if it’s a dance with set moves, film yours in a different location, for example

7. Have fun. Show your personality and don’t take yourself too seriously

 

Connect with Kryshla:

Website: https://www.shallwesocial.com.au/

Instagram: https://www.instagram.com/shallwesocial

Facebook: https://www.facebook.com/shallwesocial