TikTok is a popular short-form video app with over 1 billion monthly active users. The app became widely known for its viral dance trends, challenges, and lip-sync videos. Behind the scenes, TikTok relies on a powerful algorithm to determine which videos to show each user. According to Buffer, the TikTok algorithm analyzes user behavior like video watches, shares, comments, likes, and more to understand their interests and preferences. It then curates a personalized “For You” feed to show each user content they are likely to enjoy and engage with. Understanding how the algorithm works is key for creators aiming to expand their audience on TikTok.
Understand Your Current Audience
The first step to changing your audience on TikTok is to analyze your current followers and engagement metrics. TikTok’s built-in Audience Insights allows you to view demographic data like age, gender, location, interests, and more for both your followers and viewers. Pay attention to when your followers are most active, what content resonates best, and which topics interest them most.
You can also export your TikTok analytics to view detailed engagement data like video views, likes, comments, shares, traffic sources, and more. Analyze this data over time to identify trends and optimize your content accordingly. Evaluate which topics, video styles, captions, effects, sounds, and hashtags perform best. This will provide valuable insight into your current audience’s preferences.
Conducting audience research will help you understand who your content is resonating with now. This information serves as an important baseline as you being tailored your strategy to reach a new target audience.
Set Goals for Your New Audience
The first step in shifting your TikTok audience is to determine your target demographics, interests, and other characteristics for your new ideal audience. Setting clear goals for the type of audience you want to reach will guide your strategy.
Consider the age range, location, gender, interests, and lifestyle factors of your ideal new viewers. For example, you may want to pivot from targeting teenagers to adults ages 25-40 interested in cooking and DIY projects. Define the audience persona in as much detail as possible.
It’s also important to set goals for audience size and engagement. Do you want to double your viewership or target a smaller, more niche group? Set metrics like number of followers, views, comments, and shares. Track both quantitative and qualitative engagement.
Having a clear understanding of your target audience will allow you to tailor content topics, hashtags, collaborations, and ads to reach them effectively. Regularly monitor analytics to assess progress towards your viewership goals.
According to an article on the Marketing Evolution website, “One of the best ways to determine who your target audience is to look at who already buys your product or service. How old are they, where do they live, what are their interests?” (Source)
Adjust Content Style and Topics
One of the most important aspects of reaching a new target audience on TikTok is adjusting your content style and topics to align with their interests. As the Content Marketing Institute advises, you need to have an “audience-first mentality” when creating content in order to truly engage your new viewers (https://contentmarketinginstitute.com/articles/ways-focus-on-audience).
Analyze the types of videos and content that are popular among your new target demographic. What styles of videos do they watch and share the most? Observe current trends in topics as well. Tailor your videos and captions to align with the interests of your new viewers. You may need to experiment with new content styles, like comedy skits or viral challenges, that you haven’t tried before. The goal is to create content that feels native and relevant to the new audience so they are compelled to watch, like, comment, and share.
As you shift your content, continue tracking analytics to see which new videos and topics resonate best with your new target audience. Be prepared to continually refine your approach based on performance data. With an audience-focused mindset, you can evolve your content in order to maximize engagement among your new viewers.
Use Hashtags Strategically
One of the most effective ways to reach a new target audience on TikTok is by using relevant niche hashtags. Hashtags help surface your content to users who are interested in specific topics, even if they don’t already follow you. According to Sproutsocial (https://sproutsocial.com/insights/tiktok-hashtags/), niche hashtags tend to have higher engagement rates because they appeal to a more focused community with shared interests.
Start by identifying hashtags that are frequently used by your ideal new audience. You can discover popular niche hashtags by checking which ones often appear in the bios and posts from accounts you’d like to reach. Tools like SocialPilot (https://www.socialpilot.co/tiktok-marketing/tiktok-hashtags) can also help generate hashtag ideas based on keywords. Make sure to use a mix of both popular and smaller hashtags to maximize visibility.
When using niche hashtags, aim for a natural fit with your content style and topics. For example, post cooking recipe videos with #FoodTikTok or #CookingTok. Regularly experiment with new hashtags as trends change to keep reaching your evolving target demographic.
Collaborate with Influencers
Partnering with popular TikTok creators who appeal to your target audience is an effective way to expand your reach. When identifying potential influencer partners, look for creators who produce content relevant to your niche and have an engaged following in your desired demographic.
According to TikTok’s blog, collaborations with influencers lead to strong results like better brand recall and higher view rates. The key is choosing creators that authentically align with your brand.
Some best practices when collaborating include: providing creators with product samples to showcase, sponsoring branded challenges, or developing custom branded content together. Compensate influencers fairly for their work and give them creative freedom to put their unique spin on the partnership.
Successful collaborations allow influencers to connect your brand with their engaged audience. Monitor engagement analytics to evaluate the impact. With strategic influencer partnerships tailored to reach your new target demographic, TikTok collaborations can expand your audience.
Run Targeted Ads
Paid advertising on TikTok through their Promote tool can help reach new, targeted audiences beyond your current follower base. TikTok’s ad targeting includes options like location, gender, age, interests, and behaviors. You can target ads to users who have shown interest in specific topics, categories or hashtags. Or you can target lookalike audiences – people who are similar to your existing followers or customers.
For example, if you wanted to reach more teenagers interested in gaming and tech, you could target 13-17 year olds with interests like “video games”, “technology”, and “electronics”. The TikTok Pixel can also help you create custom audiences based on your website visitors or app users. This allows for highly tailored ad campaigns aimed at your ideal new viewers.
TikTok recommends an ad budget of at least $50 per day for broader audience targeting. With a clear goal to shift your audience demographic, targeted ads can connect your content with the right people. Just be sure to monitor performance and engagement metrics to optimize along the way.
For more on audience targeting options, see TikTok’s guide: How to Target Your Ad Audience
Engage With the New Community
Once you start attracting your new target audience, it’s important to actively engage with them. According to TikTok’s Community Engagement page, interacting with your followers helps build loyalty and trust.
Make sure to respond to comments, especially questions, in a timely manner. You can also respond to comments with voice messages. Replying to comments shows followers you care about them.
Consider duetting some of the videos from your new audience. This allows you to react and add your own spin. Duets are highly engaging and help you connect on a more personal level. You can also go live with your new followers through TikTok’s new Live With feature.
Overall, look for opportunities to actively participate in the new community you are building. This will lead to higher engagement and retention over time.
Track Analytics
With TikTok’s analytics tools, you can monitor changes and optimize your approach to reach your new target audience. The key metrics to track include:
Follower Demographics – Check where your new followers are located, their age range, gender breakdown, etc. This helps ensure you are reaching your intended audience. (TikTok Creator Portal)
Content Performance – Pay attention to view counts, likes, comments, and shares for your new content focused on the different audience. See what resonates best. (TikTok Creator Portal)
Traffic Sources – Monitor where your views and follows are coming from. This can show if your efforts like hashtag targeting, influencer collaborations, and ads are working. (Hootsuite)
LIVE Analytics – Check performance metrics for any LIVE broadcasts you do while pivoting your audience. Use these insights to optimize your LIVE approach. (TikTok Creator Portal)
By regularly analyzing these metrics, you can determine how well your shift to a new audience is going and make any needed adjustments to maximize results.
Conclusion
Shifting your target audience on TikTok requires strategy and perseverance. Start by analyzing your current audience and setting clear goals for who you want to reach. Adjust your content style and topics to align with that demographic. Use relevant hashtags to put your content in front of new users and partner with influencers to tap into their followers. Promote your account through ads to reach different groups. Engage consistently with your new community to build loyalty. Monitor analytics to track your progress. With an audience-focused, data-driven approach, you can successfully transition your TikTok account to new viewers.
The key is having a plan in place. Know who you want to attract, tailor your posts for their interests, and leverage TikTok’s tools to connect with them. Stay focused on creating content your ideal audience loves and interacting with them. With time and commitment, you can transform your audience and take your TikTok presence in a new direction.