Did you know that TikTok has over 1.5 billion active users worldwide? It's one of the fastest-growing social media platforms.
Since its launch in 2016, TikTok has changed the way we create and watch short videos. The app's unique algorithm and user-friendly design make it incredibly easy to find content that you'll love.
According to a 2023 Pew Research Center survey, 62% of U.S. adults under 30 use TikTok, highlighting its popularity among younger audiences.
But it’s not just for young people.
Even among older demographics, TikTok is gaining traction, with:
- 39% of those aged 30 to 49…
- 24% of those 50 to 64, and…
- 10% of those 65 and older…
…also using the platform.
So it’s not surprising that brands and marketers are tapping into TikTok's potential. With features like branded hashtag challenges and in-feed ads, TikTok offers innovative ways for businesses to connect with their large and growing audience.
So, how can you join in on the trend?
In this post, we'll explore:
- How to gain a following on TikTok
- The platform's unique environment
- How to create engaging content that keeps your audience interested
- Getting the most out of its features to help grow your business.
Let’s jump in!
TikTok’s Unique Environment
In case TikTok is completely new to you, essentially it’s a video-sharing app where users create and share short videos, usually set to music.
TikTok's unique algorithm drives its content, promoting videos based on user interactions (in other words, the amount of engagement received) instead of on follower count.
So being aware of what TikTok users like is important for making content that works well.
Authenticity and creativity matter, as does keeping your content fresh, preferably updating on a daily basis.
TikTok also has some unique features, like Duets and Stitch that lets you interact with other videos, and this type of collaboration helps your own videos get seen more easily.
We’ll look into it more shortly, but using the right hashtags and joining popular challenges can also boost your content’s visibility.
So let’s dive in a little deeper.
How exactly do you create engaging content that attracts attention and helps you gain a following on TikTok?...
How to Gain a Following on TikTok: Create Engaging Content
Yes, effectively gaining a following on TikTok boils down to one essential strategy: create engaging content.
In doing so, you grow visibility on the platform, and as a consequence, grow your audience.
So how do you create content that attracts engagement on TikTok? Let’s find out with these 10 top strategies.
1. Be Authentic
Being real is key on TikTok. People appreciate content that feels genuine and where the brand’s voice reflects what your really stand for.
Here are some tips to ensure your content and brand voice is authentic:
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Show your personality—don’t be afraid to let your true self shine through in your videos. Whether you're goofy, serious, or somewhere in between, authenticity builds a connection with your audience.
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Share personal stories—tell stories from your own life or experiences. This helps viewers relate to you on a personal level.
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Be honest—if you’re sharing an opinion or reviewing a product, be straightforward. Honesty fosters trust and credibility.
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Avoid overly polished content—TikTok users prefer spontaneous and real content. Avoid overly scripted and heavily edited videos; instead, focus on being natural and relatable.
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Engage with your audience—respond to comments, ask questions, and show appreciation for your followers. Engagement makes your audience feel valued and strengthens your connection with them.
2. Use Popular Video Types
Different types of content that perform well on TikTok include challenges, dances, tutorials, and humorous skits.
Each type has unique characteristics that can help increase engagement and visibility.
TikTok Challenges
Joining trending challenges is a great way to get noticed on TikTok.
Challenges often go viral, and participating in them can put your content in front of a larger audience, some of whom will have a longer-term interest in what you do and choose to follow you.
@biancavforro on TikTok
For example, the Renegade dance challenge attracted the participation of millions of people around the world.
@charlidamelio on TikTok
You can also create your own challenges. If you do so, encourage others to join in by using a unique hashtag and making the challenge fun and accessible.
TikTok Dances
Dance routines are hugely popular on TikTok, and your business doesn’t have to be in any way related to dance to be able to use the strategy.
It’s just a good technique for attracting attention and visibility. In fact, TikTok says about 25% of its most-watched content is dance videos.
Whether you make up your dance or copy a trending one, dance videos can go viral because they’re fun, engaging, and easy for others to try.
@NianaGuerrero on TikTok
Adding trending music can make your dance even more popular, as people look up songs to see different dances.
TikTok Tutorials
How-to videos aren’t just for YouTube.
They can also be a great way to share your skills and knowledge on TikTok. Tutorials can grab attention whether it's makeup tips, cooking recipes, tech hacks, or DIY crafts.
For example, the viral Whipped Coffee or Dalgona Coffee tutorial had everyone making it at home during the pandemic.
@Kim Cuisine on Tiktok
Humorous Skits
Everyone loves a good laugh, and funny skits can quickly gain traction on TikTok.
Whether it’s a funny take on everyday situations, popular trends, or your original ideas, humorous content is highly shareable.
@That’s a Bad Idea on TikTok
Think about skits you could use that are related in some way to your business, and help attract an interested audience.
3. Optimize Your Videos Before Publishing
There are various ways to optimize the quality of your videos for TikTok, helping to maximize the engagement they attract, and as a consequence, help you gain a following.
Use Proper Lighting
Good lighting is important for making your videos look great. If your video looks too dark, people will quickly skip past it for something they can view more clearly.
Proper lighting makes your videos look professional and more enjoyable to watch.
Natural light is best, so try to film during the day, either outside or close to windows that will illuminate you.
Second best, but still effective, is to use a ring or other artificial lighting to help brighten things up.
Have Clear Audio
As well as seeing your videos clearly, people also need to be able to hear your videos clearly.
Consider using an external mic if your device’s built-in microphone doesn’t pick up the sound properly for your videos.
And take account of background noise too. Try to film in a quiet place so that viewers aren’t distracted or confused by unintended audio.
Use the Right Music
Using popular or trending music can help boost your video's visibility:
- Trending music—use songs currently trending on TikTok to make your videos more discoverable. Trending music can often be found on the Discover page.
- Popular tracks—use well-known songs that resonate with your target audience. Popular tracks can attract more viewers and encourage them to engage with your content.
Experiment with Voice Effects
Experiment with TikTok’s built-in voice effects to see the impact it has with engagement levels:
- Voice changer—use this to alter your voice to sound like a robot, a chipmunk, or other fun characters.
- Voiceover—add a voiceover to your videos to explain what’s happening or provide extra commentary.
- Text-to-speech—this feature converts written text into spoken words, adding a unique touch to your videos.
- Voice enhancers—adjust your voice’s pitch and speed to make your voice sound higher, lower, faster, or slower.
Experimenting with these voice effects can add a layer of creativity and fun to your videos, helping to keep your audience entertained and engaged.
Play around with these features to make your videos more dynamic and engaging. Well-edited videos can grab attention and keep viewers watching until the end.
Edit Your Videos
TikTok has some powerful in-app editing tools for enhancing your videos before publication.
Features include the ability to trim clips, add effects, and include music or voice overs.
But remember, don’t go overboard. Keep it real, authentic, and relatable.
4. Use Hashtags
When you use relevant and trending hashtags for your videos, you help increase their discoverability.
Hashtags help categorize your content and make it easier for people interested in those topics to find you.
Combine niche-specific hashtags with more popular, trending ones to maximize reach. For example, if you're posting a cooking tutorial, you might use #CookingTips, #EasyRecipes, and #TikTokFood.
5. Post Frequently
Having a consistent posting schedule is essential for maintaining your presence on TikTok.
Aim to post at least a few times weekly to keep your audience engaged, but don’t sacrifice quality for quantity. It’s better to post high-quality content less frequently than to post mediocre content every day.
6. Post at Optimal Times
When is the best time to post?
Generally, the best times to post on TikTok are in the evenings and weekends when more people are likely to scroll through their feeds.
However, this can vary depending on your audience.
According to research, some of the optimal times to post on TikTok are:
- Mondays: 6 AM, 10 AM, 10 PM EST
- Tuesdays: 2 AM, 4 AM, 9 AM EST
- Wednesdays: 7 AM, 8 AM, 11 PM EST
- Thursdays: 9 AM, 12 PM, 7 PM EST
- Fridays: 5 AM, 1 PM, 3 PM EST
- Saturdays: 11 AM, 7 PM, 8 PM EST
- Sundays: 7 AM, 8 AM, 4 PM EST
But you do need to find out the times that work best for you. We’ll look into how to do this shortly.
7. Engage with Your Audience
As you may have guessed by now, to build a strong community on TikTok, engagement is key.
Doing something as simple as responding to comments is an effective way to connect with your followers and encourage ongoing engagement with your account.
A quick thank you or a like is often enough to show that you appreciate their interaction and value their opinions.
8. Learn From and Collaborate With Other Creators
Learning strategies and techniques from successful creators on TikTok can be useful.
But bear in mind that what works well for one account and audience might not work for another.
So it’s essential to test new strategies out for your own audience, and tweak your approach accordingly.
Also look for creators and brands whose content aligns with yours, and where they align with your values, and contact them with collaboration ideas, making it clear how they stand to benefit.
When contacting them, be honest and clear about your own audience’s demographics and engagement rates.
Whether it’s a duet, a challenge, or a joint live session, collaborations can help you reach new viewers.
9. Use TikTok Analytics
TikTok's built-in analytics help you track your performance and refine your strategy.
The analytics dashboard provides valuable insights into how your videos are performing.
Monitor metrics like views, likes, shares, and follower growth.
These metrics can help you understand what type of content resonates with your audience and what doesn’t.
Similarly, if a particular hashtag or song seems to boost your views, use it more often.
So monitor your analytics, and experiment and adjust your strategy accordingly. The insights gained can guide you on:
- The best times to post—when are your followers most active?
- The most effective content types
- How to engage with your audience effectively.
10. Cross-Promote Your TikTok Content
Cross-promoting your TikTok content on other social media platforms can both drive more traffic to your TikTok profile, and boost the visibility of (and engagement with) your other social profiles.
So share your TikTok videos on Instagram, Facebook, X (formerly Twitter), and other platforms.
However, sharing the exact same video might not always work. Also think about sharing a teaser that encourages people to check out the full video on TikTok.
As well as increasing your reach, this helps to keep your content fresh and engaging across different platforms.
To Conclude
As discussed, when considering how to gain a following on TikTok, the #1 strategy is to create engaging content.
That gets you noticed, and will automatically attract followers to your account.
While this post has shown you exactly how to approach it, don’t forget that, like most platforms, TikTok is always changing. Stay flexible, watch for new trends, and don’t be afraid to adjust your approach based on what works for your own audience.
