If you’re a business owner, you’ve likely heard that TikTok can be a game-changer for reaching new customers. But cracking the TikTok algorithm to go viral? That can feel like a different story. It might seem unpredictable at first, but once you understand how it works, you can create content that boosts your visibility and drives engagement. Let’s break it down into straightforward tips to help you use TikTok more effectively.
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Why TikTok’s Algorithm Matters to Your Business 📈
The TikTok algorithm is all about personalisation. Instead of just showing content from people you follow, TikTok serves up videos based on what you interact with—what you watch, like, comment on, and share. This means your content can reach a wider audience, even if you don’t have many followers yet. It levels the playing field, allowing small businesses and new accounts to get just as much exposure as established ones.
For a restaurant owner, this could mean getting your latest food special in front of hundreds (or thousands) of hungry potential customers. For a service-based business, you could showcase your skills or behind-the-scenes content to an audience that’s already interested in what you have to offer. All it takes is creating the right content that resonates with users and keeps them engaged.
How TikTok Decides What Content to Push 🔍
Before we dive into tips, let’s get clear on what the algorithm looks for. TikTok pushes content based on a few key factors:
- Watch Time: The longer people watch your video (or even rewatch it), the better. This tells TikTok your content is engaging and worth promoting.
- Engagement: Likes, comments, shares, and even follows boost your content’s chances of being seen by more people. Engagement signals that viewers aren’t just scrolling past your content but are actively interested in it.
- Trends: TikTok loves trendy content. Jumping on popular sounds, challenges, and hashtags gives your video a better shot at visibility.
- User Interaction: TikTok notes how often you’re responding to comments, engaging with followers, and being active on the app. The more you interact, the better your chances.
Tips for Creating Content that TikTok Will Love 🔑
Now that we know what the algorithm looks for, here’s how you can create content that gets noticed and (fingers crossed) goes viral.
1. Grab Attention Immediately 🎯
You’ve got about two to three seconds to capture your viewer’s interest, so don’t waste time on slow introductions. For example, if you’re a café owner, start your video with a shot of a freshly brewed coffee being poured, followed by some aesthetic latte art. If you offer a service, like hairdressing or fitness coaching, show the “before” and “after” results in quick succession.
Starting with a strong, engaging visual is essential—people scroll fast on TikTok, and you need to hook them instantly.
2. Keep Videos Short and Engaging ⏱️
Even though TikTok allows longer videos now (up to 10 minutes), shorter, snappier content still performs best. Aim for videos between 15 and 30 seconds. Think quick tutorials, product highlights, or “day in the life” style content. If you run a restaurant, for example, you could film how your signature dish is made in a quick, visually engaging way. Slice it up (see what we did there?) into short clips—ingredient prep, the cooking process, and then a final shot of the plated dish. Keep things moving to hold attention.
3. Use Trending Sounds and Hashtags 🎵
TikTok is powered by trends. Using popular sounds or participating in viral challenges can help your content reach more people. However, it’s important to make sure the trend aligns with your brand. For instance, if you run a local gym, jump on fitness challenges or use trending workout sounds to highlight your facilities or a client transformation.
As for hashtags, a few relevant ones can help—stick to 3-5 hashtags that match your content. For example, #smallbusiness, #restauranttok, or #beautytips can put your content in front of the right audience without coming across as spammy.
4. Be Relatable and Real 📹
TikTok isn’t about perfectly polished content, which is why it’s great for businesses. People appreciate seeing the human side of things. Show behind-the-scenes moments, introduce your staff, or share a “day in the life” running your business. If you’re a restaurant owner, maybe film a quick tour of the kitchen before the dinner rush or show how you prep for a big event. For a retail business, you could film an unboxing of new stock or share a glimpse into how you create your products.
Authenticity on TikTok builds trust. So don’t worry about everything looking flawless—just keep it real and relatable.
5. Consistency is Key (But Quality Matters More) 🔄
Posting regularly is important, but don’t sacrifice quality for the sake of posting every day. Consistency keeps you in front of your audience, but make sure what you’re sharing is still engaging and relevant. Posting a few times a week is a good starting point. For a café or bakery, you might show off your daily specials or a quick tutorial on how to make a favourite dish at home.
The trick is finding a balance between posting regularly enough to stay visible and ensuring each post adds value.
6. Encourage Interaction 🗣️
TikTok loves engagement, so encourage it in your content. Ask questions, run polls, or invite viewers to comment their opinions or preferences. For example, if you own a clothing boutique, ask your followers which new outfit they’d like to see styled next. If you’re a food business, run a quick poll: “Should we add this dish to our menu—yes or no?” Engagement drives reach, so the more comments, likes, and shares you can generate, the more TikTok will push your video to new viewers.
7. Analyse and Adapt 📊
No matter how much planning goes into your content, sometimes what you think will perform well doesn’t quite hit the mark—and that’s okay! Use TikTok’s analytics to see what’s working and what isn’t. You can track things like watch time, engagement, and which videos are getting the most traction.
If you’re a local business and notice your content isn’t resonating, switch it up. For example, if your “behind-the-scenes” videos aren’t gaining traction, try focusing more on customer testimonials or product demonstrations. Adapt your strategy based on what your audience engages with.
Bonus Tip: The Secret Hack for a Bigger Audience 🤫
Here’s a cheeky little secret not everyone knows about. You can actually tweak your TikTok settings to push your content out to a much wider audience. Most people don’t realise TikTok might automatically show your videos to your Facebook friends first, which is a bit limiting, right?
But here’s the fix: head to your Profile Settings, then hit Privacy and find “Suggest your account to others”. In there, you’ll see an option for “Facebook Friends” – switch that off. By doing this, you’re telling TikTok to show your content to more than just your mates.
It’s such a simple trick, but it can seriously help boost your reach. Instead of only your Facebook connections, your content could be seen by anyone, anywhere. It’s a bit of an insider hack, so definitely give it a try and see how your views climb!
Wrapping Up 🎀
While there’s no guaranteed formula for going viral, there are steps you can take to give your content the best shot. Stay authentic, focus on creating engaging videos, and don’t be afraid to jump on trends or try something new. Whether you’re a restaurant showing off your latest dish, a retailer highlighting new products, or a service-based business offering expert tips—TikTok can be an incredibly powerful tool to boost visibility and grow your audience.
At Twin Path Media, we specialise in helping businesses like yours make the most of social media platforms, including TikTok. From strategy to content creation, we’ve got your back, so you can focus on running your business while we help you engage with your audience.
