Lay internal groundwork
Knowing trends is one thing – knowing how to use them effectively is another. Start by asking: What does your audience gain from your organisation being on TikTok? Once you’ve answered that, establish the foundations for success:
- Define your TikTok goals – Are you aiming to educate, entertain, or showcase behind-the-scenes content?
- Identify key contributors – Which team members can help create content?
- Build confidence – Not everyone is comfortable on camera, so find creative ways to involve staff, whether through voiceovers, behind-the-scenes insights, or interactive challenges.
Personality is key
TikTok thrives on personality.
Embrace this by creating content that highlights the quirks and nuances of your organisation. Show behind-the-scenes footage, feature lesser-known staff members, or introduce the people who make your organisation unique. Who knows? You might have the next big TikTok influencer in your team!
Use your Instagram knowledge to your advantage
Although Instagram and TikTok are different platforms, your organisation’s Instagram insights can help inform TikTok content ideas.
Identify which types of content resonate most with your Instagram audience and adapt them for TikTok. While not every post needs to be tailored specifically for each platform, repurposing successful themes can streamline your content creation process while maintaining your organisation’s distinct voice.
Do your scrolling research
To understand TikTok trends, you need to immerse yourself in its culture.
Yes, this is your excuse to scroll the ‘For You’ page – but with purpose! Regularly setting aside time to explore trending sounds, challenges, and formats will help keep your content fresh and relevant. Given how fast TikTok evolves, staying up-to-date is crucial.
Grab their attention from the start
You have about three seconds to capture a viewer’s attention on TikTok.
Start strong with an engaging question, a bold statement, or an eye-catching visual. Whether it’s an intriguing fact, a striking shot, or an unexpected moment, make sure viewers are hooked right away.
Experiment and embrace the ‘flops’
Not every video will perform well – and that’s okay. TikTok’s fast-paced nature means trends come and go quickly, and some videos simply won’t take off.
Instead of viewing these as failures, see them as learning opportunities. Reassess how you measure success and focus on engagement, audience growth, and content experimentation. A lower-performing video is still valuable as it helps you understand what works – and what doesn’t.
By taking these steps, we hope that engaging audiences on TikTok may no longer feel like such a monumental task! If you’d like to dive deeper, watch the full recording of our ‘TikTok Success Stories’ webinar for more expert insights.
Your questions answered
We received many fantastic questions during the webinar, and while we couldn’t address them all live, here are responses to some of the most common ones:
How can we use trends authentically without feeling “cringe”?
What feels “cringe” varies from person to person, but the key to authenticity is staying true to your organisation’s values. TikTok is casual, but that doesn’t mean forcing staff into uncomfortable trends. Find what your team is comfortable with and tailor content to suit your brand. Quality over quantity – there’s no need to jump on every trend.
How long does it take for a TikTok account to take off?
There’s no set timeline for TikTok growth. Focus on finding your niche and experimenting with different content styles in the first few months. Once you discover what resonates with your audience, consistency is key – we recommend posting at least two to three times per week to build momentum.
How can we create content in a remote or hybrid office?
Remote content creation is easier than ever with video editing tools like CapCut, which offers ready-made templates featuring popular TikTok trends and sounds. Voiceovers are another excellent option for creating content without needing to film on-site. Think outside the box and use the resources at your disposal. Above all, have fun with it!