How to know what works on Tiktok (or more specifically... what doesn't)

Sometimes it can be hard to know what type of content you should be posting on Tiktok, especially when Tiktok recommends you should be posting multiple times a day. Having an instinct on what doesn't work will help you be spontaneous and new with your content, but also not miss the mark on what will make sense on the platform.

The best way to know what's not working on the platform is to seek out brand pages with little engagement. Most large brands at least have a TikTok page and are posting something on it, but not all of them are posting content that is going viral and gaining a consistent amount of views.

Once you have found some pages with underperforming content, it's usually pretty clear to see why they are underperforming, whether it's a lack of native text and sounds, content not shot specifically for that aspect ratio, or just a misunderstanding of trends. These examples are often just as helpful as an account that performs really well.

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