Although TikTok was originally launched in 2016, the platform has burst onto the social media scene in recent years. The pandemic, especially, helped to propel the platform at a time when more and more people had to quarantine. Due to the nature of the app, TikTok is arguably the social platform with the most potential for content to go viral. So, how does one create that viral video? How does one find “success” on TikTok in 2022?
CONSISTENCY
As with other platforms, frequently posting on a routine schedule can help to increase engagement and bolster your algorithmic odds at a viral video. In fact, it’s one of the most important factors. It’s important to find the time of day that best suits your audience, and habitually post at that time – the goal is for the audience to eventually grow to subconsciously expect to see it when it goes up.
How often should posts go up, though? Well, it depends on the goal, overall strategy, type of account, and so much more – however, at least 3-4 times a week should help for those seeking growth. In some cases, for certain account types, it is not unreasonable to post daily. Posting more than once per day on a regular basis can easily be seen as “annoying” or “spammy”. At the end of the day, it’s all about finding the balance that works best for you and your plan.
SCOUTING THE COMPETITION
No matter your niche, no matter the brand, there are always successful creators to draw inspiration from. To be clear, never copy directly from someone – rather, you should look at others’ videos to see if there are any techniques that you could improve upon and then test out in an upcoming release. It’s important to be self-critical in regard to how you find ways to improve and test new strategies, but try not to compare yourself to anyone else. Take conclusions drawn from studying other creators and always keep an open mind to evolving strategies.
INVOKE CURIOSITY, NOT CONFUSION
TikTok’s short-form nature ensures the viewer will make a split-second decision as to whether they watch or skip a video. That’s why it’s so important to make everything they see as easy to follow as possible. Don’t over-do it with exotic visual effects, complicated backgrounds, or anything else that might make the frame seem “busy.” Get right to the point, keep the video on the shorter side, and create a loop, meaning make the last frame (and voiceover/music) align with the first frame in a seamless manner, so it’s unclear at first where the video ends. This sparks incredible curiosity, and if you get it right, some might even re-watch the video to find where the loop ends.
EARLY TREND ADOPTER
TikTok is the king of trends. TikTok’s “Discover” and “Trending” tabs are excellent for monitoring what is popping up around the country (and the world). Not all trends will work with every page, but there are sure to be specific ones that can be tailored creatively around a vision. It’s worth testing as many trends as you can, as this might be the quickest potential route to “going viral.”
Ultimately, TikTok has millions of creators from across the globe covering almost every possible niche. That means, in the grand scheme of things, even the largest brands occupy a relatively small space on TikTok. While there are no shortcuts, and nobody on the outside ever sees the commitment it takes to create a viral video, with hard work, determination, and resilience, it’s possible for your brand to reach that level!
