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The TikTok-Basics

For all those who can’t quite grasp the TikTok phenomenon, perhaps feel too old for it, but still want to know, TikTok expert Swana Fanslau explains what’s going on. Part 1 of our interview series.

Theory or practice: Are you just reading about it or are you on TikTok yourself?

I’m all in! To give an interview about TikTok as an expert and not even know how the app works would be unbelievable. Together with my better half I post a video here and there. Without having many followers, we have already gone viral twice. I’m fascinated by the viral effect that duets and hashtag challenges can have. That makes you want more. 

What exactly is it that makes the app so popular?

A lot of entertainment with little advertising. I see this as one of the most important reasons for the success of the platform. In addition, the TikTok algorithm gives everyone a chance to go viral and become known. Whoever lands on the “For you” page has the best conditions for this. In this way, TikTok reaches young people in particular. 

Why is TikTok so popular with Generation Z?

Because the parents are not yet on the road there. The cool thing about it is that on TikTok they have their own cosmos just for their generation. 

For all those who do not belong to Generation Z – what are the Dos and Don’ts?

Dos: Select suitable music, participate in hashtag challenges with extraordinary and creative ideas and choose the right hashtags.

Don’ts: Predictability, monotony and unnecessary lengthening. 

And what challenges are currently in fashion?

Users can find what’s hip at the moment under “Discover”, the magnifying glass icon, in the app, via inbox messages or push notifications. On Valentine’s Day, the #couplegoals-Challenge mega was the trend. Now, with almost 60 million hits, it is the #couplegoals-Challenge with the hit of the same name by Michael Wendler. Companies and brands have the opportunity to additionally push Challenges with banners in the app so that they become visible and go viral. But we will come to that in the next part of the interview. Stay tuned!

Swana Fanslau

All in, if it concerns Influencer marketing – that is Swana Fanslau, Head of Campaign Management at Picstars Germany. With a degree in economics with a marketing focus in her pocket and a great deal of social media knowledge in her head, Swana moves professionally and privately on all channels. The fashion lover’s heart beats faster not only with Louis Vuitton and Fendi, but also with happy customers and successful campaigns.


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