10 Tips for Posting on TikTok

TikTok has changed how brands and creators connect with audiences. Here are 10 tips for posting on TikTok to help you make the most of the platform and improve your strategy. We’ll cover ways to create better content, use effective video and audio techniques, and increase your visibility and discoverability.

1. Use a TikTok Business Account

Switching to a TikTok Business Account offers numerous advantages, including access to analytics and advertising features. With a business account, you can track your performance, understand your audience demographics, and refine your strategy based on data. This information can be invaluable for improving your content and increasing your reach.

If you already have a TikTok account and would like to switch it over to a Business Account, follow these steps:

Open your profile and tap the Menu icon in the top right corner
Select Settings and privacy
Tap Account
Tap Switch to Business Account
Choose a category that describes your business
Tap Next to complete the process

2. Lean into Original Sounds

One of TikTok’s unique features is its emphasis on audio, particularly original sounds. Creating your own sounds not only sets you apart but also encourages users to engage with your content in a new way.

Using original sounds also eliminates the risk of audio from TikTok’s Universal Library being removed from your content without your knowledge. A lot of accounts that relied heavily on trending music and sounds are experiencing this crisis, as TikTok eliminates artists & sounds from their Universal Library.

Original sounds are great for adding custom voice narration, and these videos typically perform better than videos that just use music as their background.

When you produce original audio, you’re also fostering a unique identity that can be reused by others, expanding your reach. Consider crafting catchy phrases, jingles, or sound bites that reflect your brand’s personality. This can lead to trends where your sounds go viral, driving further engagement.

You can get an inexpensive microphone that plugs into your phone to record crisp, quality audio content.

3. Understand that TikTok Ads have a Short “Shelf Life”

When it comes to TikTok advertising, remember that ads tend to have a short shelf life. TikTok ads produce the best results when run for shorter durations, usually no more than two weeks.

Content that resonates today on TikTok might not have the same impact tomorrow, and TikTok’s algorithm will gradually degrade your ad over time, eventually causing your cost per metric to increase and return on ad spend to decrease. This means it’s crucial to keep your paid content fresh and timely.

Regularly analyze which types of ads perform well and pivot your strategy accordingly. A/B testing can also help you understand what resonates most with your audience and refine your approach.

4. Keep Most Videos Short

While TikTok allows for longer videos, the most successful ones are often concise and to the point, and typically 7 seconds long or less. Users scroll quickly, so capturing their attention within the first few seconds is vital.

Aim for engaging hooks and quick delivery of your message. This not only keeps viewers engaged but also encourages shares and repeat views, helping your content gain traction.

TikTok, and other short-form video platforms do allow for longer form content. Currently, the maximum video length for TikTok is 10 minutes. It’s okay to experiment with these longer form videos as well. You may learn that some of your audience prefers longer content, and longer videos can be better suited for certain types of content, such as product reviews.

5. Develop a “Schtik” for your Brand

Having a recognizable theme or “schtik” can set your brand apart. Whether it’s a signature catchphrase, a specific style of editing, or recurring characters, a consistent element or theme in your videos helps establish your brand identity. This familiarity makes it easier for viewers to remember and engage with your content.

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6. Hop on Trends and Incorporate your Staff

Trends are a cornerstone of TikTok culture. By participating in trending challenges, dances, or themes, you can increase your visibility and relevance. Incorporating your staff into these trends can humanize your brand and show the people behind the scenes. This not only makes your content relatable but also showcases the fun and dynamic nature of your team.

7. Keep Authenticity and Fun Paramount

TikTok thrives on authenticity. Users appreciate genuine content that feels relatable and fun, rather than overly polished or corporate. Don’t be afraid to showcase your personality, share behind-the-scenes moments, or create light-hearted, entertaining videos. This approach fosters a stronger connection with your audience, making them more likely to engage with your content and share it with others.

Here are some popular brand accounts that have done a great job with their TikTok strategy. You’ll notice that they have fun with trends, and post frequently while giving content their own personal twist:

8. Engage with your Audience

Engagement is key on TikTok. After you post, take time to respond to comments and interact with your viewers. This not only builds a sense of community but also encourages further engagement on your videos. When followers see you active and responsive, they’re more likely to return to your content in the future.

You can engage with other creators & brands as well! Many big brands spend time leaving comments on trending videos to be discovered by more users.

9. Approach your Video with and SEO Mindset

While TikTok is a visual platform, optimizing your content for discoverability is essential. Use relevant hashtags, compelling captions, and keywords that reflect what your video is about. Research trending hashtags and incorporate them strategically to increase the likelihood of your videos being seen by a broader audience.

You can do a simple TikTok search to discover what users are searching for. Simply, type in some keywords or phrases that would be relevant to include in the caption of your video, and you’ll see a list of frequent searches begin to populate below. It’s important to experiment with both broad and specific phrases, to see which versions of those phrases are ranking higher within the drop down. You can include those words or phrases in your caption and capture users searches.

When you go to caption your video, you can click on “#hashtags” to begin typing out the hashtags you may want to add to your caption. You’ll see similar hashtags populating below with the number of posts currently using that hashtag. As you can imagine, you’ll want to add both specific and broad or trending hashtags to your video. Understanding which hashtags to use will require you to apply some fundamental knowledge of keyword volume.

Essentially, more vague or trending hashtags with a higher number of associated posts are more popularly used hashtags. However, the video feed for those hashtags is going to be very saturated. Unless you are receiving a large amount of views, it would be difficult for your post to rank in TikTok’s search results among so many others. More specific hashtags may have less search volume and videos associated with them, but this means your post would have a better chance at standing out.

Finally, consider creating a specific and relevant hashtag for your brand that you use on all of your content. This way, people that are using TikTok’s search function to find your account or posts will be served your content!

10. Keep a List of Content Ideas and Post Frequently

Inspiration can strike at any moment, so it’s wise to keep a running list of ideas and trends you encounter. Use a notes app or a physical notebook to jot down concepts, potential video ideas, and trends that resonate with you. This proactive approach ensures you always have fresh content to draw from, preventing creative blocks and enabling you to stay relevant.

To see the best results on TikTok, it’s best to post at least once a day. Some experts even recommend posting up to 3 times a day. Focusing on creating engaging content is more important than posting excessively, and consistency is key to building an audience on the platform.