Lightning only strikes once, but disruptive Google updates hammer your blog again and again. Have you ever considered using TikTok to substitute your waning organic traffic?
No, it’s not just a platform for dancing videos. And it’s not even just for Gen Z – it’s a powerful tool for content discovery and practically a search engine in its own right. It also might be the missing piece in your strategy to reach a broader audience.
Why are travel bloggers turning to TikTok?
With over 1 billion monthly active users, TikTok offers massive exposure. But it’s not just about the numbers. TikTok’s algorithm is designed to push content based on user behavior, so even new creators have a shot at going viral. That’s a big win for travel bloggers looking to reach more people.
What sets TikTok apart, though, is how it’s being used, especially among Gen Zers: almost one in 10 are more likely to use TikTok than Google as a search engine.
TikTok isn’t just about aesthetics like Instagram; it’s about being raw and real. This is perfect for travel bloggers who want to share candid moments, talk directly to the camera, or create content on the go without worrying about perfecting every shot.
It also offers everything Instagram does – photos, text, stories, and live streaming – plus videos ranging from 15 seconds to 10 minutes.
While TikTok offers potential, it’s not a one-size-fits-all solution. Some bloggers succeed with it, but not everyone sees results.
Is TikTok good for driving traffic?
Here’s the thing: as on Instagram, TikTok users are often just scrolling, not necessarily looking to click off. But that doesn’t mean you can’t drive traffic or at least increase brand awareness around your blog.
TikTok’s laid-back vibe offers unique opportunities. For example, when recording a video about the five must-visit places in Portugal that aren’t Lisbon, Porto, or the Algarve, I decided to mention places I’ve already written about in my blog about Portugal. I would then green-screen myself onto each article, letting viewers know they can find it on my website.
Ultimately, TikTok might not be the obvious choice, but it’s worth considering for driving traffic and promoting other services.
What challenges can arise when working with TikTok?
The first big challenge is that unless you have a business account, you can’t put a link into your bio until you hit 1,000 followers – this can take time and be frustrating if you’re using TikTok to drive traffic.
Another challenge is that TikTok is designed to keep users scrolling, not to click away.
Alison Watt, Glimpses of UAE:
“People who read your blog and people scrolling on Instagram and TikTok are usually two completely different audiences. They’re not there to go off-platform.”
However, unlike Instagram, TikTok’s algorithm, while great for pushing out content and potentially going viral, makes it harder to build a community. Plus, the TikTok audience tends to skew younger, and in my experience, the environment can sometimes be harsher.
For example, I have a TikTok of around 37k followers. I sometimes talk about my negative experiences in Portugal, and the backlash I would get from some (by no means all) Portuguese users was a little harsh. I would be told to return to my country and that I wasn’t welcome in Portugal. The negativity was a little hard to handle.
Finally, it’s essential to realize that TikTok’s features and algorithm are constantly evolving, meaning you’ll need to adapt quickly. This includes experimenting with various content formats.
How to drive traffic from TikTok: tips for bloggers
1. Make an attractive profile
Here’s how:
- Choose a simple username: Keep it easy to remember and relevant to your niche. Consistency with other social media usernames helps.
- Use a clear profile picture: A high-quality image representing you or your brand makes a solid first impression.
- Write a strong bio: Craft a concise bio explaining your content. Include a call to action (CTA) and use emojis to add personality.
- Pin key videos: Highlight your best content by pinning up to three videos at the top of your profile.
- Link to other social media: Use tools like Linktree or StanStore to connect your followers to other platforms. You can also connect your Instagram and YouTube accounts directly.
2. Making engaging TikTok videos
TikTok users typically seek three main types of content:
- Educational: People love learning on TikTok. Create videos with valuable information or tips related to your niche, like quick travel guides or travel hacks. This attracts viewers and positions you as an expert in your field, encouraging users to visit your blog for more detailed information.
- Entertaining: People also go to TikTok just to be entertained, so create fun, engaging videos. These can include skits, challenges, or trending sounds relevant to your niche. The more entertaining you can be, the higher the chances people will share your content.
- Inspirational: Share personal stories or motivational content that resonates emotionally with viewers. If you can foster a connection with them, they’ll be more likely to follow your links and explore your blog further.
3. Use trending TikTok hashtags
Here’s how to do so effectively:
- Check the Discover page or use tools like TikTok’s hashtag generator to find currently popular hashtags. They change quickly, so staying updated is key.
- While using popular hashtags is good, don’t overlook niche-specific ones related to your content. This helps target a more engaged audience.
- If you’re launching a campaign or challenge, creating a unique hashtag can help build a community around your content.
4. Use calls to action
Include subtle calls to action (CTAs) within your videos to drive traffic directly from TikTok to your blog.
For example, mention your blog when discussing a related topic or include a brief text overlay directing viewers to check out your blog for more tips or information.
Make sure your TikTok bio inclides a link to your blog and encourage viewers to visit it for more in-depth content.
5. Use paid ads
TikTok offers several ad formats:
- In-feed ads appear in users’ feeds, blending seamlessly with organic content and allowing you to include a clickable link to your blog.
- Branded hashtag challenges encourage user participation, generating organic content around your chosen hashtag while increasing visibility.
- TopView Ads, the first thing users see when they open the app, offer high-impact placement to drive traffic.
To get the most out of your TikTok ads, ensure your content is eye-catching, quick to engage, and on-trend. And don’t forget about targeting – TikTok lets you aim your ads at the exact audience you want so you reach the right people every time.
6. Get creative with your content
Play around with TikTok’s features: use trending sounds, cool effects, and slick transitions to make your videos pop. Storytelling is another great way to connect with your audience, whether sharing a personal experience, showing behind-the-scenes footage, or even taking viewers through your day.
Don’t be afraid to try new things. Jump on trending challenges, team up with other creators, or inject humor and surprises into your videos. The more you master the format, the more likely it is viewers will be impressed and want to know more about you.
What benefits does TikTok offer travel bloggers?
Conduct research
One of the standout tools for travel bloggers on TikTok is Creator Search Insights. This feature not only helps you create content that people are actively searching for, but can also inspire blog topics. It allows you to identify content gaps – areas where demand is high but content is scarce.
Creator Search Insights, which you access within the app, identifies popular topics, recommended trends, and niche-specific searches. You can save topics or click on them to see their search popularity over time.
Influencer partnerships
Once you’ve got a decent audience, brands might approach you to promote their products, locations, or services. These partnerships can be pretty lucrative, especially since companies are keen to tap into TikTok’s younger audience.
Erin Elizabeth, Pina Travels (Instagram)
“Income from my blog is much more reliable, it can be sporadic with social. BUT social campaigns can pay well. I think these days especially it’s really important to diversify your income streams, which is why I continue to put effort into my social presence.”
Get paid by TikTok
TikTok offers several official programs that allow creators to earn money directly through the platform:
- The Creator Fund rewards creators based on their videos’ views and engagement. To qualify, creators must have at least 10,000 followers and 100,000 video views in the past 30 days and be over 18. Earnings vary depending on video performance, typically 2 to 4 cents per 1,000 views.
- The Creator Rewards Program offers higher payouts for creators who produce longer, more engaging videos. Payouts vary, but it generally offers better compensation than the Creator Fund.
- With TikTok Live Gifts, creators can monetize their live streams with virtual gifts from followers, which can then be converted into real money.
☝️ Note: The Creator Fund and Creator Rewards Program aren’t offered in every country.
Market digital products
Popular digital products include presets for photo editing, travel courses, e-guides, travel planning services, and custom video filters. You can market your products in TikTok videos or link to them in your bio.
Thinking about creating digital products but don’t know where to start? Check out our article about five digital products that actually sell.
Cross-promote between channels
Share your TikTok videos on Instagram Reels and Stories to tap into a similar audience. YouTube Shorts is another excellent platform for cross-promotion, allowing you to reach that platform’s massive user base. Pinterest Idea Pins are perfect for visually-driven content, making your TikTok videos discoverable by a wider audience.
Andre Chaica is famous for his beautiful videos on Instagram, which have racked up thousands of views. You would think that these videos wouldn’t work on TikTok, but they did (and still do).
Sharing your videos on Facebook and X is another way to attract views. And don’t forget to embed your TikTok videos in blog posts and newsletters, driving traffic between your platforms and providing dynamic content to your readers.
☝️ Quick tip: To save time, consider using tools like Later.com, which allows you to post on multiple platforms simultaneously.
So, is TikTok worth it?
TikTok offers unique opportunities to create cool content and monetize your efforts. While it might not be the best platform for driving traffic directly to your site, its ability to go viral and its use as a search engine are definite pluses. But with pros comes cons, including difficulty in building a loyal community and the fast-paced nature of content trends.
For more insights on driving traffic from other platforms, check out our articles on Facebook, Instagram, Pinterest, and Flipboard.
And stay tuned to the Travelpayouts blog, where we’ll continue to explore various social media platforms, share tips for navigating Google updates, and cover other important topics to help you grow your online presence.