TikTok Articles

Article / Updated 02-17-2023

Knowing a little about the TikTok algorithm can help you better understand what makes a video go viral. An algorithm is a calculation that search engines and social media platforms use to rank content — in the case of TikTok, to rank videos and customize "For You" page results. The algorithm is basically the “secret sauce” of how TikTok decides what videos to show each user. If you understand the basics of TikTok’s algorithm, you can understand how to create content that shows up more often on the For You pages of people who don’t follow you. Knowing this secret sauce gives you the ability to gain more followers and views. A disclaimer: The actual TikTok algorithm — the inner workings of how TikTok surfaces content on the For You page — is a secret. It also changes frequently, and what might work today may not work tomorrow, so test your content often. That said, I and other creators have discovered basic principles that seem to result in more followers and views. The tips I share here are based on what I’ve found to be effective. Here are a few principles to remember as you create videos. These could help make your videos more likely to show up on the For You page: Focus on engagement first. Remember, on TikTok, content is king, but engagement is queen and wears the pants. Focus on engagement first. A video that moves its audience to take action — like, comment, duet, or stitch — will see far greater views and new followers than a well-produced video that took hours to create. I have almost 15 years’ experience creating content for social media — trust me, this is true!You want your audience to feel something quickly — within the first five seconds of your video, if you can manage it. They hear a voice saying, “I just have to say something!” and then leave a comment, create a stitch, or duet your video. Success!TikTok and most social media platforms favor lots of engagement on videos, especially when users are willing to take the time to have a conversation. This is why even controversial content tends to see more views. Make your content king. A well-produced, well-lit video with good sound and good editing gains some level of favor in the TikTok algorithm. Find out what's trending. You probably discovered TikTok because someone close to you — a child, niece, nephew, or friend — shared a funny video. These days, a lot of Internet trends begin on TikTok. Much of TikTok culture centers around one large, connected community, all talking about the same things. The TikTok algorithm highly favors content that remains a part of this “town gossip.” Want to double your video views? Find a popular TikTok influencer who’s participating in a popular trend, and duet or stitch that person's content with your own twist on the conversation. Even if the creator doesn’t notice you, TikTok’s algorithm tends to favor videos that duet or stitch the videos of popular creators. When I do this in my videos, such as the one in Figure 8-1, I always see significantly more views, especially when I’m creative with my response. Attention spans are short! Focus your content. Although engagement trumps content and length, TikTok’s For You page algorithm tends to favor content that is short. People on TikTok have short attention spans.In addition, TikTok favors videos where most of the viewers watch the entire video. Unless I'm doing something to engage my audience, such as a duet or stitch, I keep my content shorter than 15 seconds. This makes it more likely that my viewers will watch the entire video, giving an added bump to the video's chances of being seen on the For You page of potential followers.Because TikTok gives a boost to videos that get more viewers to watch to the end, consider splitting a long video into segments. Make sure each segment starts with a new hook to keep the viewer interested. Watch your numbers! TikTok is constantly changing, and what works for me and other accounts on TikTok today might work differently for you later. See Chapters 7 and 11 for more about which numbers to track (likes, followers, and so on). Time your messages carefully. When you post a video, TikTok looks at the video's content, description, hashtags, sounds, and other details, and determines its ideal audience. First TikTok shares the video with a small, targeted audience. If they respond well, it increases the audience — and continues to do so as long as viewers react favorably. However, TikTok’s algorithm needs time to get your video to that full audience.If you post a new video targeting the same audience as the last-published video too quickly, it confuses the algorithm. Your original video will not be able to make it to as many people as it could have. I’ve found no established guidelines on how soon is too soon to post, but pay attention to this issue as you publish videos and see what works best. Consistency is your key to the kingdom. If you haven’t done so already, think about what you want your TikTok account to be about. What goals do you want to accomplish with it? What topics do you want to focus on? Who’s your target audience? Take some time to answer those questions.Next, make sure every video you create matches the answers to those questions. If you keep all your content consistent, TikTok knows immediately what audiences to send your content to, and you’re more likely to see higher growth more quickly. Maintaining consistency is keeping a promise to your audience: They come to you looking for specific content, and you deliver it.

Article / Updated 02-17-2023

Creating TikTok videos is easy. Maybe you already created a video when TikTok prompted you to try after you set up your account. There are many things you can do with TikTok, like adding sounds and music, photos and other videos, but for this article, here are the basics: Tap the plus (+) icon. The plus icon appears at the bottom of the screen after you log in. If this is your first time using the app or opening the recording screen, give the app permission to access your camera, audio, and photo library. Look over the recording page, which is shown below. The recording page is what I call a “movie studio in your pocket. For now, become familiar with the following elements: The big red record button near the bottom The Effects icon, to the left of the red record button The 60s (60-second) and 15s (15-second) video length options at the bottom of the screen Select your video length. Tap 60s for anything greater than 15 seconds (to a maximum of 60 seconds), or leave this option at the default 15s for videos up to 15 seconds. (Optional) Choose an effect. Effects are optional, but I wanted to include a description to show you how fun TikTok can be: (a) Tap Effects to the left of the red record button and browse through the effects, as shown below. TikTok, similar to apps such as Snapchat, usually provides instructions on how to use the effect. (b) Tap an effect you like and try it out by following the instructions on the screen. Select another effect if you don’t like that one. Feel free to scroll through and try them all. (c) Tap anywhere outside the Effects dialog to return to the recording screen. Or tap the circle with a line in the upper left of the Effects dialog if you decide you don’t want to use any effects. The effect begins when you start recording, as discussed in Step 6. Place what you want to record inside the frame. Choose what you want to record, and place that person or thing inside the camera frame. Note that you can tap the Flip icon or double-tap anywhere on the screen to flip the camera view. Tap the red record button. If you tap the button once, TikTok will record automatically until you either tap the button briefly again or your 15-second or 60-second time is up. You can also long-press (press and hold down) the record button, and the TikTok app will record for as long as you hold down that button or your time is up. Long-pressing the record button can be useful for — wait for it (you’re about to be smarter than 80 percent of TikTok users) — zooming! To try it, long-press the record button and, with your finger still down, slide the button up to zoom in and down to zoom out. Boom! Instant zoom as you’re recording. When you release the button, TikTok stops recording. If you finish filming before reaching the time limit (15 or 60 seconds) click the red check mark in the bottom-right corner. When you finish recording your video, the page shown below appears — either automatically or after you tap the check mark. (Optional) Add sounds or additional effects. Then tap Next. You can choose sounds and other effects to add to your video. Add a description and configure sharing options. On the next page, shown in the image below, add a description about your video (150 characters or less). I usually tap the #Hashtags button and select a popular hashtag or two to add to the video. (If you used an effect in your video, TikTok may automatically add a hashtag for that effect in the description; you can keep it or delete it.)I also suggest turning on the "Allow Duet" and "Allow Stitch" options to allow others to share your video. Just tap each slider and it will move to the on position and turn green. To post your video, tap the "Post" button. If this is your first time posting a video, you're asked to verify that it’s okay to publish the video publicly. If you want your creation to be seen by the world, tap "Post Now." If you would rather it remain private, select "Me Only" under "Who Can Watch This Video." The For You page will appear, with the video you just created uploading in the upper-left corner, along with videos from other recommended video creators, which TikTok selects for you, if you’re not following anyone yet. When the video has finished uploading, it will play automatically on the For You or Following page as long as you keep the app open, repeating itself over and over unless you tap the screen to pause. Congratulations! You just created your first TikTok video.

Article / Updated 02-17-2023

Like others in my generation — the brief generation known as xennials, for those born on the cusp between Gen X (born in the 1960s and 1970s) and the millennials (born in the 1980s or 1990s) — I've become adept at adapting to ever-changing tech cultures and jargon. After all, we invented the familiar LOLs and BRBs of AOL Instant Messenger, along with social media emojis and other forms of shortened communication styles. Now my kids, who are in Gen Z (born in the late 1990s and early 2000s), are claiming new forms of communication, much of it gaining popularity on TikTok. TikTok culture is shaping the way we, their parents and grandparents, have to learn to communicate with them. No cap! (I explain that last term below, under "Speaking TikTok jargon.") Becoming familiar with TikTok culture TikTok has developed a different culture than other social networks you may be used to, such as Facebook or Twitter. You'll be most successful understanding this culture when you begin creating content on the platform. The key to understanding TikTok’s culture is to know these principles: You’re not alone! TikTok has an estimated 1.1 billion users. (A second version of TikTok, called Douyin, is available only in China.) You’ll find thriving communities in just about any genre and interest you can think of, including religion, mental health, sports, music, arts, crafts, and cooking. For example, popular TikTok user @catieosaurus uses her TikTok account to talk about ADHD, as shown below. TikTok is about being yourself Many popular accounts convey the person's normal, everyday life. Big-name celebrities, such as Andy Grammer, use TikTok to share the behind-the-scenes of their everyday lives. Chef Gordon Ramsey’s daughter pranks her dad (he goes along with it!) for the world to see. On TikTok, everyone is human. You get to be as well. TikTok is one very large conversation The comment, like, duet, and stitch features get people interacting in fun and creative ways. For example, popular influencers might start a dance, or begin a conversation, or sing a song and ask their audiences to join in. (An influencer is a person on social media with many followers or the ability to make content go viral and even affect product purchases.) As you surf the For You page, you might discover one of their followers joining in, and get inspired to do your own creative twist for your own audience. Your audience comments and participates themselves, and the conversation continues. You can also use hashtags so that the conversation you’re participating in is categorized with similar videos. TikTok is about creativity and having fun! TikTok’s mission statement is, “TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.” As you create content on the TikTok platform, don’t assume that you have to know how to dance, sing, or draw. Think about what you have to offer that is unique and creative and might spark joy in whoever watches and interacts with your content. For example, Aaron Hanania, shown in Figure 5-2, spreads positivity to his audience. Most importantly, have fun! A welcoming community is there to cheer you on. There you go! I now dub thee, Sir or Madame (or whatever your preferred royal pronoun) reader, a part of the TikTok culture. Speaking TikTok jargon Knowing a little TikTok jargon can help you sound like one of the cool kids. Trust me on this. Here are some of the top TikTok slang words and jargon you might come across as you’re using the app. Many of these are used by Gen Z, so when I'm in doubt, I just ask my kids (sheesh, I feel old): X TikTok: When creators say they’ve stumbled upon Dog TikTok, or Cat TikTok, or TikTok For Dummies TikTok or any other number of TikToks, they’re talking about a specific group or community of people with similar interests. Usage: “Congratulations, you’ve stumbled upon Fruit Snack TikTok, where all your Fruit Snack cravings can come true!” Using the X TikTok verbiage can be a great way to encourage your audience to join your club of followers obsessed with something as silly as fruit snacks. They might even make their own videos and duets about the exclusive club you’ve created. Cap or No Cap: These were popularized by the song “No Cap” by rappers Young Thug & Future in 2017. Cap (designated by a baseball cap emoji) means lie. No Cap (designated by the prohibited emoji followed by the baseball cap) means no lie or for real. You often see the emojis used in comments if someone agrees (the no cap emoji sequence) or doesn’t believe you (the cap emoji). Usage: “No cap! TikTok For Dummies will teach anyone how to get acclimated to TikTok!” (See what I did there?) Extra: When someone’s a little extra, they’re being overly dramatic or over-the-top. Usage: “David seems to get into everyone’s business and always wants to be the center of attention. He’s so extra!” Simp: The original Gen Z users started using TikTok to meet and date other users. They’re all about flirting, and simp is a term that means someone is doing too much for another person he or she likes. Usage: “She’s such a simp towards Allen. He doesn’t even give her much, but she can’t stop trying to please him!” Karen: A Karen is a woman who gets in everyone’s business, feeling she’s entitled to do so. The male equivalent is a Chad. Usage: “He’s such a Chad — he thinks he runs this town, reporting every violation he can find!” Bet: Short for you bet or sure. It means you acknowledge what’s being said. Usage: Person 1: “Y’all better finish reading this book soon so I can read it next!” Person 2: “Bet.” Thirst trap: You’ll see this term a lot on TikTok. When people create a post solely to get attention from those who might be attracted to them, it’s called a thirst trap. Usage: “Ha! This video is such a thirst trap. Look at all the guys simping on her!” Sus: If you’re familiar with the popular computer game Among Us, you’ll recognize this term, which suggests someone is suspicious. On TikTok, it's used anytime something seems suspicious. Usage: “I don’t know — this video seems a bit sus. I think that hair looks like a wig.” Boomer: Originally used to define people in the baby boomer generation, boomer now means someone deemed too old for a younger person to grasp. Usage (I'm quoting my kids here): “You’re such a boomer, Dad. You don’t even understand what sus means.” Yeet: This term is used to convey excitement, approval, surprise, or just energy. Usage: “Can’t wait for my mom to get on TikTok! Yeet yeet!” Clown emoji 🤡: Appearing in comments, this term usually means something is foolish, scary, or suspicious. It’s usually not a positive term. Usage: Person 1: “I’m going to climb up this rock wall.” Person 2: 🤡

Cheat Sheet / Updated 10-20-2021

Becoming famous on TikTok and cultivating a lot of followers starts with creating a TikTok account and building an audience from scratch. First, you need to find accounts to follow in your niche that will help you discover content ideas. Then, as you begin to get ideas for your own content, you can get better and better at creating viral videos. This success will even help you make money from your efforts, using TikTok for your business, if you like.