TikTok is a popular short-form video app that has seen explosive growth in recent years. As of 2024, TikTok has over 1 billion monthly active users (cite:Source). The app allows users to create and share 15-60 second videos, often set to music or containing other creative elements like dance trends.
The key to TikTok’s success is its powerful algorithm that determines which videos to show each user on their personalized For You page. The TikTok algorithm analyzes user behavior like likes, shares, comments, and more to understand their interests. It then recommends new videos likely to be enjoyed by each particular user. This creates an addictive, endless scroll experience that keeps people coming back. The algorithm is constantly learning and adapting to improve video recommendations (cite:Source).
Hashtags
Hashtags are one of the primary ways people can find your videos on TikTok. Adding relevant hashtags to your videos allows them to be discovered by users searching or browsing those tags. According to Buffer, “Stick to using 4-6 relevant hashtags per video, keeping a mix of trending and niche hashtags.” [1] When choosing hashtags, it’s important to find a balance between popular tags with high traffic and more targeted niche tags that relate specifically to your content.
Hashtags should be added both in the caption of the video and in a comment after posting. Sprout Social recommends “placing broader, more popular hashtags in your caption, while using more niche tags in your comments.” [2] The best practice is to use a mix of both types of hashtags so your content surfaces in a variety of keyword searches. Continuously testing new hashtags and tracking performance over time is key to optimizing your hashtag strategy on TikTok.
[1] https://buffer.com/library/tiktok-hashtags/
[2] https://sproutsocial.com/insights/tiktok-hashtags/
Sounds
One of the most popular ways people discover new videos on TikTok is through viral sounds. When a TikTok sound starts trending, it can quickly spread across the platform as users create their own videos using that same music or audio clip. According to TikTok’s creative center, discovering and using these viral sounds is a great way to boost engagement on new videos (https://ads.tiktok.com/business/creativecenter/inspiration/popular/music/pc/en).
Some of the most effective strategies involve searching for currently trending sounds using the search bar or checking listings of weekly trending sounds. For example, sites like Mojo list out the top trending sounds each week, like “Monkeys Spinning Monkeys” and “Tubarão Te Amo” (https://www.mojo-app.com/tiktok-editor/tiktoks-top-10-best-trending-sounds-to-try-this-week). By using these viral sounds early on, you can quickly gain more visibility and engagement.
Incorporating popular TikTok sounds into videos is an easy way for users to discover and engage with new content. Checking trending sounds listings and leveraging those audios can be an effective strategy for increased visibility.
Duets & Stitches
Duets and stitches allow you to leverage other creators’ content by reacting to or building upon their videos. According to Kapwing, duets display your video alongside someone else’s, while stitches show parts of their video in your own. Both can help you gain more views and followers by engaging with trending sounds, challenges, or topics.
When using duets or stitches, it’s best practice to credit the original creator in your caption and provide added value through commentary, humor, or new visuals. You don’t want to simply repost someone else’s content. The goal is to create something collaborative that feels like a natural extension of the original. This takes creativity, but can help spread your content far and wide on TikTok if done thoughtfully.
Comments
Comments are a great way to engage with viewers and drive more engagement on TikTok. When someone comments on your video, it’s good practice to respond and interact with them. This makes commenters feel seen and appreciated. Replying to comments also bumps your video in the comments section, keeping it active. You can reply to funny comments with an emoji or witty response. For positive feedback, say thank you or express gratitude. If it’s a question, provide a helpful answer. The more you engage, the more likely people will engage back.
Asking questions in your video captions and prompting viewers to comment is another way to drive engagement. This gives them a reason to interact below your video. You can ask for opinions, recommendations, or feedback. Polls are also very popular on TikTok. Create a poll in your caption and have viewers vote in the comments. The poll sticker is another interactive option. Driving comments leads to more overall engagement on your videos. TikTok’s algorithm favors videos that spark conversation, so comments can help increase your reach.
Livestreams
Going live on TikTok is a great way to engage with your followers in real time. According to the blog SocialPilot, setting clear objectives, choosing a relevant topic, and planning the structure of your livestream are key best practices for an engaging TikTok live broadcast (source). You’ll want to promote your livestream ahead of time across your other social media channels and within TikTok to drive viewership. The blog AdRoll recommends starting promotion 1-3 days in advance. You can also use teasers and countdowns leading up to the livestream.
Challenges
Participating in trending challenges or creating your own is another way people may discover your TikTok account. TikTok challenges often go viral as users recreate dance moves, post response videos, or participate in photo trends. According to Vistasocial, beauty and fashion brands have found success with challenges like the “One lipstick challenge” or “Full face using only fingers.”
If you want to increase your followers, consider making your own TikTok challenge. As Statusbrew suggests, choose something relatable to your audience and niche. Provide clear instructions in your video so others can easily participate. Using a branded hashtag can help your challenge gain traction. You’ll want to promote the challenge across your other social platforms too. Successful challenges can introduce your account to many new users.
Ads
TikTok’s advertising platform allows brands to reach TikTok’s massive user base through paid ads. Brands can create in-feed video ads, brand takeovers, hashtag challenges, and more using the TikTok Ads Manager. When planning a TikTok advertising strategy, it’s important to set SMART campaign goals and optimize ads for mobile viewing.
Best practices for running effective TikTok ads include:
- Using short videos (less than 15 seconds) with eye-catching visuals
- Leveraging popular music, sounds, effects and hashtags
- Running A/B testing on multiple ad creatives
- Retargeting engaged viewers
- Monitoring campaign analytics to identify top-performing content
With strategic creative and targeting, brands can drive significant awareness and conversions through TikTok advertising.
Analytics
TikTok provides detailed analytics for creators to track their performance and optimize their content. Some key metrics to monitor include:
- Views – The number of times your videos have been viewed. This helps determine the reach of your content.
- Likes – How many people have liked your videos. Likes help increase visibility on TikTok.
- Comments – The number of comments shows engagement. Try responding to comments to further boost engagement.
- Shares – When others share your video it expands your reach. Popular and engaging videos tend to get shared more.
- Followers – Gaining followers means your audience is growing. Analyze which content attracts more followers.
- Watch time – The total time viewers have spent watching your videos. Longer watch times signal engaging content.
Optimizing based on TikTok analytics involves creating content that performs well according to these key metrics. For example, if a certain video receives lots of likes and comments, you can make similar style videos. Pay attention to which videos retain viewership and adjust your style accordingly. Use analytics to continually refine your content and give viewers more of what they demonstrate liking.
Conclusion
There are many ways people can find your account on TikTok. Using relevant hashtags, viral sounds, engaging with trends, going live, and running ads can all help expose your content to new audiences. However, the best approach is to consistently post high-quality, original videos that provide value for your viewers.
It’s important to test different strategies and closely analyze your analytics to see what is working best. Optimize your approach over time based on data-driven insights. With persistent experimentation and refinement, you can unlock the formula for growing a loyal following on TikTok.
