How an uncool millennial conquered TikTok in 30 days
Due to some (pretty boring) secondary impacts of the COVID-19 pandemic, I’ve found myself funemployed recently, and while I’ve enjoyed the time off, I was itching for something to help me feel more productive. I joked with my husband that I should give up on “real” work and just become TikTok famous — and because I don’t do anything halfway… well, the rest is history.
I created a TikTok account and posted my first video on March 7, 2021. Today is April 12, 2021 — I’ve amassed more than 24,000 followers, and my most recent video has 2 million views and over 10,000 comments. I’m not a supermodel or a dancer. I don’t have a large following on Instagram or Twitter, and I haven’t done any marketing of my content.
Here’s what worked for me, during 30 days of self-administered TikTok bootcamp:
Understand the language of TikTok
I had dipped a toe into Lake TikTok, starting an account for my dog last year — but mostly so I could lurk on the app and play with some of the video tools. I spent dozens (maybe hundreds?) of hours engaging with the app before embarking on my own TikTok journey. Even if you love social media, even if you work in “content” — you’ll still need to get to know the type of content that works specifically on TikTok.
And be prepared for the whiplash — I experienced what I’m sure The Greatest Generation experienced back in the 1980’s with MTV. The pace of individual videos is frantic, the pace of the app is intense, and your brain needs to adjust to ingesting hundreds of different ideas/people/stories in a super short space of time. Keep this in mind when creating your videos.
You also learn a few hygiene things along the way — that hashtags are critical, that you should always fully caption your videos for sound-off viewers, and that shorter is always better.
Post 2–5 quality TikToks each day
It’s a lot, I know. But the lifecycle of TikTok content is shorter than it is for a YouTube video or even a tweet. In the past 30 days, I’ve created and posted 126 videos — and I have a backlog of 6 more in my drafts. Only a few have achieved meaningful reach, but by having a page full of quality content, I’ve given people a reason to stick around.
Creating a lot of videos also gives you the opportunity to understand what works for you — even if you’ve already decided on your niche. I knew I wanted to make an educational channel, but you’d be surprised how many different types of sub-60 second video you can make out of “interesting facts” — from hosting a mini pub quiz, to dissecting a current trend, to bringing a research lens to my own activism.
Rally the troops
TikTok loves identity politics — it seems that everyone is representing something or someone on the app. Whether it’s a cause, a political affiliation or a subculture, you can find your tribe on TikTok.
Some of my most successful videos have been addressed specifically to a sub-group of my audience — “Hey CottageCore fans, this video is for you!” or “Calling out to LGBTQIA+ TikTok, can you help me with something?” It works great to grab attention, but also to let your audience know that you’re making content that they should check out. When a creator makes you feel seen, and you’re able to empathize with their work, you feel naturally inclined to follow. I gained the bulk of my followers through a series on “how to win any argument” that I addressed to “anyone who has ever felt like a minority.”
Just be cautious not to come off as disingenuous or virtue-signaling, just because you want to gain followers of a certain demographic doesn’t mean they’ll relate to your content.
Stay on trend
This seems like a no-brainer, but let the world around you inform the type of content you make! This is the most sure-fire way to make the most of your video’s 48 hour lifespan. Make videos that speak to the world inside and outside of TikTok — whether that’s trying out a current food or fashion trend, or providing an interesting take on a world news event.
In my most popular videos, I discussed the “fox-eye” makeup trend taking over TikTok, the rise of “healing crystals” and took the opportunity to remember Prince Philip with some of his most infamous quotes. I’d recommend setting aside some time to script videos and film at least a few times a week, in order to stay on top of changing trends.
Oh! And don’t be afraid to spark a little controversy. The videos on makeup, crystals, and Prince Philip earned me a lot of heat in my comments sections — but that’s part of what made them successful. As long as you’re adhering to TikTok’s community guidelines, you should be able to create confidently without worrying about the trolls too much.
