In the fast-moving world of social media, going viral on TikTok can seem like winning the lottery. One day your video has a handful of views, and the next it has been seen by millions. With the platform’s powerful recommendation algorithm surfacing trending content, TikTok has become the place for creators to achieve overnight fame.
But what should you do if your video starts to take off right as another clip on a similar topic explodes? Is it better to ride the main viral wave or try to create your own? In this article, we’ll examine the strategy behind posting during viral moments on TikTok and how to optimize your chances of being seen.
The TikTok Algorithm
The TikTok algorithm is the engine behind what content users see on their For You page. It analyzes a massive amount of data to determine which videos to promote. Some key factors it considers are:
Engagement – Videos that get more likes, comments, and shares are deemed higher quality and more likely to be shown to more users. TikTok looks at engagement rates in the first few minutes after posting to quickly determine a video’s potential.
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Watch time – Videos that keep viewers watching are prioritized by the algorithm. It specifically looks at average watch time, rewatches, and watch time relative to the video length.
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The algorithm is continuously updated and refined. But focusing on creating engaging content that holds viewer attention can help give your videos the best shot at reaching a wide audience.
Going Viral on TikTok
There are a few key factors that can help a video go viral on TikTok:
Leveraging popular trends or challenges is one of the biggest drivers of virality on TikTok. According to research by Socialinsider, videos using popular TikTok sounds receive 5x more views than videos without a trending sound [1]. Jumping on the latest viral dance challenge or meme can help a video take off.
The TikTok algorithm also favors engagement and watches. Videos that quickly garner likes, comments, and shares tend to get promoted more by the algorithm. One tip is to encourage viewers to duet or stitch the video to boost engagement [2].
Shorter videos, around 20 seconds or less, also tend to be more shareable and consumable on TikTok. Keeping videos succinct with dynamic editing can capture audience attention.
Timing Your Post
When it comes to timing your TikTok post, it’s important to consider when your target audience will be most active on the platform. According to SocialPilot, the best times to post on TikTok are between 10-11:50am, 2:30-4pm, and 6:30-9:30pm[1]. These tend to be the hours when engagement is highest.
However, if another video in your niche is currently going viral, you may want to avoid posting at the peak times. Since the algorithm will be heavily promoting the viral video, it will be difficult for your content to gain much visibility. Instead, consider posting just before or after the peak hours. For example, early in the morning or late at night when there is less competition.
In general, it’s best not to post at the exact same time that a competing viral video is spiking in popularity. Wait for the initial surge to die down before sharing your TikTok. With good timing and an engaging video, you’ll have a better chance of being noticed.
Optimizing Your Video
One of the most important factors for success on TikTok is optimizing your video to maximize engagement. Here are some key tips:
Have a strong hook at the very beginning to grab attention. This could be an interesting visual, surprising fact, or captivating soundbite. As per CSU Social, the first 3 seconds are critical for keeping viewers interested.
Editing is crucial. Use quick cuts, text overlays, filters, transitions, and trending sounds to keep the pacing fast and dynamic. Aim for high energy and entertainment value. As Hootsuite notes, short form vertical videos work best on TikTok so edit down longer clips.
Leverage viral trends and challenges whenever possible. This helps tap into what’s already capturing attention. Do a unique take by putting your own spin on trending content.
Use captions, hashtags and strong visuals to reinforce your core message. Try to communicate the main idea both verbally and textually. Optimize text elements for mobile screens.
Keep videos under 60 seconds whenever possible. Attention spans are short on TikTok. Convey your concept quickly and impactfully without dragging on too long.
Leveraging Trends
One strategy for maximizing views on TikTok is to leverage popular trends or viral challenges in a creative and original way. According to Hootsuite, tying your content into trending audios, hashtags, effects, or concepts can help it get discovered in TikTok’s algorithm. However, it’s important not to just copy a viral video outright. The goal should be to put your own spin on the trend and offer unique value to your audience.
For example, a beauty brand could do a “get ready with me” video using a popular meme or sound. Or a restaurant could film their own version of a food challenge trend. The key is to borrow just enough from the viral trend to tap into that built-in audience and interest, while making the trend your own. Your content should showcase your brand’s individuality rather than copying others directly. With creative takes on trends, you can leverage the hype while avoiding looking unoriginal.
Promoting Your Video
One of the best ways to promote your TikTok video is through cross-promotion across different platforms like Instagram, Facebook, YouTube, and Twitter. You can share a snippet or preview of your TikTok video on other platforms to attract viewers. According to Sprout Social 1, cross-promoting TikTok videos can significantly expand your reach beyond just the TikTok platform.
Another important promotional tactic is leveraging TikTok’s highly popular hashtag and challenge trends. Challenges go viral quickly on TikTok, so participating in or creating a branded challenge can gain your video a lot of views. You should research trending hashtags and challenges related to your content and incorporate the most relevant ones in your TikTok captions or comments. According to Hootsuite2, hashtag challenges can generate billions of video views in a short time when done right.
Analytics
Monitoring your video’s performance through analytics is critical for understanding what resonates with your audience on TikTok. TikTok provides robust analytics through the Creator Portal that allow you to track key metrics like views, likes, comments, shares, followers gained, and watch time [1]. Analyzing this data can reveal valuable insights into which videos are hitting the mark.
Specifically, pay attention to audience retention – this shows how long people are watching your videos on average. Videos that hold viewer attention are more likely to be shown to more users by the algorithm. You can also look at traffic sources to see where your views are coming from (For You page, Following, Profile, etc). Understanding how people find your content can help you optimize your posting strategy.
Regularly assessing your performance data is key for figuring out what your audience responds to best. Look for trends in topics, formats, captions, sounds, and more that tend to perform well. Then double down on these elements in future videos to increase your odds of going viral.
Avoiding Pitfalls
When trying to go viral on TikTok, it’s important to avoid some common pitfalls that can turn viewers off or lead to overexposure:
Don’t post the same video over and over. Repetitive content can annoy viewers and lead the algorithm to rank your videos lower. Strive for originality and variety in your uploads. As one TikTok strategist noted, “Originality is key. The algorithm picks up on repetitive content and won’t push it out as far.” (Source: https://blog.hootsuite.com/tiktok-algorithm/)
Don’t overwhelm your audience. When a video starts taking off, it can be tempting to quickly film and upload similar videos to capitalize on the momentum. However, flooding viewers’ For You feeds with too much identical content risks overexposure. Space out viral follow-up videos over several days or weeks. TikTok recommends waiting at least 5 days between posting similar content. (Source: https://later.com/blog/tiktok-algorithm/)
Avoid controversial or dangerous challenges. Seeking shock value or daring stunts to go viral fast can backfire. Challenges that are harmful or illegal will get banned. Focus on positive, creative, entertaining content that brings value to your audience.
Don’t try to “game” the system. Using bots, fake views, fake likes or followers will get your account banned. Focus on producing authentic, high-quality content that genuinely resonates with real viewers.
Conclusion
In summary, there are some best practices to consider when deciding if you should post a TikTok video while another one of your videos is going viral:
– Carefully look at the analytics of your viral video to understand what is resonating with your audience and consider making content that complements or builds on that success.
– Be strategic about timing and spacing out your new posts so you don’t cannibalize views.
– Optimize your new video as best as possible – great thumbnail, enticing caption, leveraging trends, etc.
– Promote your new video through your other social channels to maximize visibility.
– Monitor the analytics closely and be prepared to pivot strategies if needed.
– Avoid flooding your followers’ feeds or appearing too promotional.
The TikTok algorithm rewards consistency and high quality content. By being thoughtful about your approach during a viral moment, you can increase your chances of driving further growth and engagement.
