So you want to go viral, huh? It’s not as easy as just posting a video in TikTok; the next thing you know, you have a Skims partnership. 💅
(Don’t even think we aren’t obsessed with Sabrina Carpenter, too.)
Instead, you’ve gotta be strategic; you have to put pen to paper on the science of how content works because there’s a lot of stuff being posted across social media all the freakin’ time.
TikTok has out-danced, out-eaten, and out-funnied Google and Facebook as The World’s Most Visited Domain. So much content is constantly pumping through the social media platform. And it’s all about being authentic. TikTok isn’t the polished domain of “look at how perfect we are” like Instagram. Instead, the more raw moments in time are the things that propel an unknown into the stars. The TikTok app is driven by experience, by posting that video clip people will fall in love with.
Connecting on a genuine level by being authentic is the absolute must of TikTok. Sure, you can add some elbow grease to your efforts to polish up those videos, but against Facebook and Instagram, it’s a whole different animal. (Cue chupacabra noise.)
In the spirit of Manychat loving all the people, we wanted to share some of our best ideas to help you think about how you’re creating content. A video clip may work, it may not — you have to be strategic on what you’re slapping up there for the world to see — especially if you’re after that lauded viral moment. To be a creator is to constantly think of new ways to be relevant. We put together this list to be a foundational document that helps people think outside of the normie box.
We had a little help, though: our ringer Mel, who’s also the head of social media around these parts, has about a bazillion followers on TikTok. So, we suggest listening to her sage wisdom.
Let us see behind the scenes
People love the nuts and bolts of life. Do you make skateboards? Show us how you craft a board from lumber. Are you a beauty influencer in the making? We want to see the process — not only the finished product.
Everything doesn’t have to be glossy and perfect, either. If you want to show the dark underbelly of a subject, do it. People want that content. If you’re going through it, show the struggle. There are so many artists documenting their personal journeys and some make it and some don’t. While not the rule, look at Zach Bryan who’s one of the biggest singers on the planet, he blew up thanks to social media. His content wasn’t polished, but instead, it was him sitting around the campfire singing his songs and people loved what they heard. And as they say, the rest is history.
@nadyaokamoto Reply to @had701 omg @itsaugustco #backstory 🥺 #onmyperiod #periodhealth #periodtips #summerstories #collegelife
♬ come into my arms – november ultra
If you’re a mechanic, show us how to fix that headlight or how an engine could need a cleaning. We want to know all of the things. A solid social media presence for a brand relies on people wanting to know how the sausage is made and to see the people involved in the process. And for literal sausage makers, show what’s going in there, for better or worse. Food videos are a massive part of how many restaurants and niche vloggers have risen to the top of the content feed.
@mangopeopleofficial Can’t believe it’s already been 7 months ! #SpotlightAPI #smallbusinessgrowth #makeup #entrepreneurjourney
♬ Chicken Lemon Rice (Instrumental) – Priya Ragu
Pro Tip from Mel: “TikTok is becoming a search engine itself, so people are coming to TikTok to LEARN how to fix their headlight, or do their makeup, or learn how to cook. Not only is the content incredible to consume, but its usefulness and palatability has turned it into a go-to resource for just about anything.”
Embrace the Q & A format
The Q&A format is helpful if your audience is curious about how to do something. Create TikTok videos answering the questions you get most frequently while adding visuals in the background.
Be creative. Your footage doesn’t have to be you sitting there answering each question like your high school algebra teacher (though you can try that). Compile attention-grabbing footage so your target audience doesn’t just scroll past it, and maybe soon you’ll become the person who knows the most about why there are so many pythons in the Florida Everglades. (There is a guy who hunts them. He’s looking for the 20-footer.) And you know what, people want to know about how this random dude walks around yoinking wild snakes and various amphibians. So, think like that. If you do something most people can’t, talk about it.
@tahliastanton Answering your FAQs🥰💗🌸 #art #artistsoftiktok #custom #tiktokart
♬ original sound – Tahlia Stanton
TikTok pro tip: Don’t forget to use plenty of relevant hashtags so you have a better chance of being discovered on the FYP (“For you page”).
Create edutainment content
“Edutainment,” or educational entertainment, crushes if you sell a service or product that teaches people valuable skills or knowledge. Edutainment comes in all shapes and sizes on TikTok. Share those ingenious life hacks and science experiments, or answer questions. These fun and knowledge-based videos are algorithm-friendly and improve brand awareness. Depending on the target audience, this is a great tool to lure new people in just a standard clip. And for many TikTok viewers, they watch these quick hit videos like a TV show.
@maysyoga_ Full body mobility routine 👁🕺🏼 to keep your body happy and vibrant! #fullbodymobility #mobilityroutine #mobility #viral #fyp #fullbodymovement #flexibilityroutine #yogabenefits
♬ That’s Not My Name – The Ting Tings
Many travel vloggers traverse the world (like Mel) and their content is a mix of where to go, what to eat, and what to do, but while it’s all informational, their personality drives the heart of the content machine. (Some of them had better watch out for that chupacabra.)
Vlog your life
Vlogging connects with an audience on a deeper level, rather than trying to sell them a product or show them polished content.
@thelauracroft The LA Garage goes hard ✔️ #nike #nikeheadquarters #whereiwork #vlog #lovemyjob
♬ What’s Next – Drake
Vlogs are what you make: a morning routine, a “day in the life”-type video, or even what it’s like to live a whole week in your shoes. Cherish the camera roll, there’s gotta be a few good things lurking in there. Break out the editing tools and see what you can make. There is content for everyone out there, so think about what would make your video ideas stand out against anyone else — a good creator finds their niche and runs with it, whether it’s documenting the life of a street taco vendor in Los Angeles or a swanky beauty influencer in Austin, Texas who hits all of the top tier hotels while looking fabulous. The effectiveness of your TikTok content matters on how someone can see themselves either in fantasy or reality in your shoes.
Tutorials can teach us everything
You’ll increase your chances of virality on TikTok if you can entertain, inform, or teach something useful. People have gone viral for showing how to make alcoholic drinks or how to sear a steak properly. If there’s a question burning in your mind, TikTok will have an answer. 🧞
While tutorials have higher production costs and might take longer, the payoffs can be massive. Don’t forget to use trending sounds to help give your content a better shot at virality. Sites like Tokboard can help you find out what’s trending weekly with a quick search.
@jessicabickling Answer @im_siowei
♬ Own Brand Freestyle – FelixThe1st & Dreya Mac
Consider how you’re structuring your video content; a TikTok is different from an Instagram reel. While some people share their content to both platforms, TikTok should always be viewed as its own social media channel with users looking for something specifically, or ending up on a long and winding road thanks to that powerful algorithm.
But the creators who know what’s up know that they can showcase their skills, like how to fix a garbage disposal or that if you put a magnet in your pocket most metal things will stick to it, even outside your pants. (Seriously, we learned this off the TikTok app.)
@jera.bean TUTORIAL: MULTIPLE OF YOU IN ONE SHOT ib @liv.isha #tiktoktutorial #tiktokeditingtutorial #transitiontutorial
♬ original sound – Jera Bean TikTok Expert
TikTok pro tip: Don’t forget to use trending sounds to help give your content a better shot at virality. Sites like Tokboard can help you find out what’s trending weekly with a quick search.
Be funny
So many comedians have exploded thanks to TikTok—Matt Rife, anyone? Every comedian posts their clips while creators like Huddy Bistro use the app to keep a storyline about a fictitious restaurant with its pitfalls. So many funny people have “creating a TikTok video” atop their weekly to-do list as a part of their content machine to spread their comedy, whether via skits or clips of their stand up. Even comedy clubs across the country are using the TikTok app to promote their upcoming shows. Comedy is one of the easiest ways to get someone random to view a video.
Clown on everything. Seriously, go for it. Someone is constantly experimenting with what’s possible on the platform, and some folks have made careers out of the weird and funny moments of common themes like working in a warehouse or the doldrums of being married.
@delaneysayshello They’ll literally never know @Sunday Riley @sephora #sundayrileypartner #comedy #holidayhangover
♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey
People love candid moments, especially when they can relate to them. Anything from a conversation with a friend to a business mistake that costs you big time can work. That’s the beauty (and maybe curse) of TikTok. You just don’t know what will go viral. Don’t be afraid to experiment and be yourself.
Get creative and get weird with lip-syncing, stickers, voiceovers, creating original sounds, or even participating in dance challenges. TikTok marketing is all about increasing visibility by expressing who you are. It doesn’t matter if you do it through funny videos, hashtag challenges, or creating prank video content.
@delaneysayshello Is paranoid of everyone ✨copying them✨@abercrombie #foryou #abercrombiepartner #comedy #gatekeeping
♬ original sound – Delaney Rowe
Start your own trend
A solid way to grow your brand presence and gain more followers is by creating a sticky challenge creators can get behind. Remember the “drop challenge?”
If not, the challenge was recording you and your friends squatting at specific beats of a Beyonce song. While it might sound silly, that’s the whole point of TikTok. Stuff can become a thing overnight with little to no reason — it’s a content jungle out there.
Some words of wisdom from the TikTok Content Mountain via Mel:
“I personally don’t see many challenges, especially from small creators. But what I do see is creators going viral by starting their own trends — “things I would’ve never done if I waited until retirement to travel”, “if you ask me about _ I’d say, but if you ask me on a deeper level, I’d tell you __________“, even using the damn trickster voice for VO to make it from the dogs POV was created by a small pet account who has now amassed millions of followers and the voice is used by most dog accounts these days. Whatever it is you want to do, think about whether or not it’s something others would feel is relatable to them/their lives/their content, and you never know when you’ll see your trend start popping off all over the world. I’ve personally had short voice overs/sounds that I created, shared, and then they blew up with thousands of other creators using MY sound.”
Answer a comment
Utilize the power of the comment. People will always have something to say, and if they fall in love with you, comments will follow. Comments are a goldmine for content ideas because users tend to be vocal about what they want to see more of or learn about, as well as their likes and dislikes. What happens in your TikTok stories can get people pumped or mad or happy. The rainbow of reactions is viable, and depending on what kind of TikTok user you’re targeting, someone is going to have an opinion — good or bad. And in a lot of cases, either can be a good thing when it comes to exposure.
So pay attention to those comments. There might be one that’ll spawn a new trend or make you think twice about what they said. If someone said you didn’t lift all those weights, get out there and prove them wrong. The reaction to comment videos are all about playing against norms and this is your chance to do just that. Be snarky, we’re here for it.
@cryptobec_ Reply to @fireschoolfits crypto industry explainer (part 2) #crypto #blockchain
♬ original sound – Bec
A note from Mel on being yourself: “there is power in responding to your audience through videos. Not only do they show your audience that you are real, human, and paying attention to their thoughts, but also allows you to link out another video directly through a previous one, which links all similar videos under one “thread.” This both helps you produce more content on topics that your audience is interested in, and encourages your audience to binge your content (hello, more views!) when watching the next video of your “series” is as simple as heading to your comments.”
Create a stitch/duet in this video
“Stitching” videos is a unique feature of TikTok; it’s a way to react to a video from other creators by “stitching” other video footage with your own. Viewers love a good stitch, and when you adjust clips to be snarky, like Chef Reacts, the views can pour in — you just have to keep them watching.
Have you seen the TikTok of all of the people singing together, or when a dance catches on and it’s endlessly copied? Those are all stitches.
@benlabuzzetta_ #duet with @carolynmara I think yes. Not all set has to be crazy advanced. #art
♬ original sound – carolyn mara
From The Desk of Mel: “One good way to explain stitches is when creators find potentially controversial subjects, and stitch the video at a controversial point — it looks like this: first few seconds are the controversial moments of the video (usually with on-screen text that say “stitch incoming,” followed by the video of the new creator sharing their thoughts. The “stitch this video” option is native to TikTok and allows creators to share opinions on others’ content.”
@maizimmy Stitch this with your favorite cleaning hack! #cleantok #cleaning #cleaningtiktok #cleaninghacks #momhacks
♬ original sound – Mai Zimmy - Cleantok & MomLife
Stitched TikTok videos can be great when you want to make a point. Does your product solve a problem the video you’re stitching focuses on? Do you disagree with a video’s opinion and know a better alternative (like your product or service)? So many people are constantly doing stitches; why not give it a shot?
Experiment to learn what works
Gone are the days when a curated online presence was your best bet for social media growth and sales. TikTok’s short-form approach to video and its trending sounds and fun video effects have made it substantially easier for creators and eCommerce brands to reach their audiences. Maybe you’ve got something lurking in your camera roll you think would be a great video — throw it on the TikTok app and see what happens. There are a ton of video ideas out there and the viewers are waiting. Be yourself and, if you’re lucky, you may even go viral.
PRO TIP: “Because the TikTok algorithm is not necessarily based on your audience, you won’t be penalized for posting several times per day. In fact, most recommend it when you’re getting started. So post away. Post the video. Share your thoughts. You never know when that one video may change your life.” — Mel
For everything else, just ask. We’ll do our best, or ask Mel. Leave her a comment and see the cycle of TikTok awesomeness all rolled into one beautiful social media ecosystem. For everything else, check out our blog.
