Best Practices for TikTok – January 2024

Last updated November 2023

TikTok Videos

Content Size

All TikTok videos should be filmed vertically, 1080×1920 – just like Instagram reels, which makes it easy to repurpose your content between the two platforms. 

Content Length

While the app has a reputation for very short videos, the team at TikTok recommends keeping your videos between 21 and 34 seconds long. 

Get Real

One of the biggest differences between TikTok and Instagram is that the picture-perfect aesthetic we see on Instagram isn’t as popular on TikTok.

You don’t need to go into hair and makeup to film, you don’t need a luxury kitchen to film in, and while good lighting and an on-brand outfit can work wonders, TikTok users want to see real, genuine content that they can relate to. 

Don’t spend hours preparing for your video, pick up your phone and start recording. 

Set the Scene 

While you don’t need a luxury kitchen, it is a good idea to have a consistent filming style and location because it makes your content recognizable. People are scrolling pretty quickly on TikTok, and the unique algorithm means they’re getting all kinds of content, not just videos from the accounts they follow. 

When you make use of a recognizable “scene” people are more likely to stop their scroll and pay attention to what you have to say because they know they’re interested in you and your content. 

Use Closed Captioning

Always always always use closed captioning to improve accessibility, not only for those who are hearing impaired but for anyone who is watching TikTok without the volume.

TikTok can be overstimulating, or people might be in a public space, so it’s common to scroll without audio. 

Make Use of Trends

TikTok is a trend-focused platform, although storytelling has its place. TikTok is also where a lot of Reels trends start, so if you’re creating content for TikTok, once the trends move to Instagram you’ll already have a video that works.

To find trending TikTok audio, set a timer to scroll daily – maybe ten or fifteen minutes. Trending audio is noted by the TikTok logo next to the audio name.

Storytelling

Storytelling is becoming more and more important for TikTok. While trends are still prevalent, and a fun way to engage your customers, telling a story can often make a bigger and longer lasting impact.

Storytelling can look like telling the story of how you got started and your brand story, but it can also look like telling the story of a new product launch, a challenge you’ve overcome in your business and how that challenge improved your customer’s experience, or telling the story of how your products will improve your customer’s lives.

Video Covers

This is one area where TikTok can you save time when compared to Instagram. Instead of worrying about a picture-perfect feed, TikTok has a limited selection of video cover styles to choose from. 

A best practice is to make sure each video has a clear title that’s readable from your feed. This will help new users know what videos of yours they want to watch and keep them engaged with your content. 

When to Post

I want to stress that every account will experience a different best time to post. It depends on the amount of content you’re posting, your audience, and a variety of factors like the time of year, holidays, and what’s going on in the world. 

According to Later, the best time to post is Monday to Friday at 1pm PST (source).

Start identifying your best time to post with TikTok’s in-app Insights. Identify when your followers are most active and aim to post 1-2 hours beforehand to give your content time to gain traction. 

Test that time for 3-4 weeks. If you’re seeing good results, continue. If you’re not, adjust your time by 1-2 hours earlier or later, and repeat the process. 

How Often to Post

This is a sticky subject! I’ve seen all kinds of recommendations from all kinds of experts. While many social media managers recommend posting as often as you can (4-7 times per day for rapid growth), I think it’s important to acknowledge how difficult that is. 

You’re running a whole ass business, you’re not a full-time content creator. 

My clients have seen steady, consistent growth with one TikTok video per day, posted Monday to Friday. This is still a lot of content for most business owners, but it’s a more manageable option that can help you understand what does and doesn’t work for you on TikTok without causing burnout. If you need help with your TikTok strategy or creating content, let’s chat!

TikTok Stories

Similar to Instagram Stories, TikTok Stories are another way to connect with your community and potentially share more of-the-moment content that’ll only live on your page for 24 hours. 

Users will see your TikTok Stories on their For You Page, just like your videos, but your stories are only shown to accounts that follow you. 

An easy way to show up on TikTok Stories is to post all of your Instagram Story content to TikTok Stories. You’ll streamline your content creation process and get more bang for your posts. 

TikTok Photos

Similar to an Instagram carousel, you can now post a series of photos to TikTok, set to music. There are trends within this type of TikTok post, or you can use this as a way to repurpose the photos and graphics you’re posting to Instagram or Facebook, on TikTok.

–
Learn more about how to use TikTok to grow your business here. Got any TikTok questions? Ask them in the comments or send me an email at hi@sarahprice.co!