So, if you haven’t heard of TikTok by now, you’re very likely living under a pretty heavy rock. From its controversy in the news with threats of bannings, to most internet trends beginning and ending there, it’s hard not to’ve at least heard of it, let alone come into contact with it. But why do you need to be there? And once you are, how do you even navigate it? Well, we’re here to help and sort the myths from the fact and hints from the duds!

What is TikTok?

So, if you still are one of the few who shies away from TikTok (I was once), you may not be sure where to start. You open up the app and someone’s doing a strange dance to some music you’ve never heard of or a remix of something you had about forty years ago. There are “reaction memes” everywhere and no matter how much you scroll they just won’t stop. Welcome to TikTok!

But it’s not all fear and confusion, in fact, once you get to grips with it, TikTok may just begin stealing hours of your life away. But ensure if you’re marketing there that it doesn’t become a distraction, you’ll be there to do a job after all!

Just a note when you do sign up! I highly recommend signing up with your email over your phone – I got caught out with my first profile after my phone number changed and was unable to re-access it. So don’t fall foul of that, just in case! Ensure that if you do, link an email to it asap so you can get in should you lose or change your number!

Creating Videos

Creating videos on TikTok isn’t overly complicated – it may seem a bit overwhelming at first but trust me, it’s not!

In fact, TikTok has its own instructions on their website:

  1. Tap +at bottom of the screen.
  2. Upload content from your device Library or use the TikTok camera.
  3. Add Sounds, Effects, Filters, or other camera tools.
  4. Start your video by pressing the Record button.
  5. Record your content.
  6. Tap the check mark.
  7. Make additional edits on the post page.
  8. Post your video!

When you post your video, you’ll also get it downloaded automatically to your phone, so you can repost it on Instagram as a reel too! Win-win.

But that’s not all!

The more you scroll, the more you may begin seeing “trending music” and “edit template in CapCut.” First of all, avoid these, as you don’t want to overwhelm yourself too much however, as you become more comfortable, definitely download CapCut and take a look!

CapCut & TikTok

Now, whilst you could use any video editing software to work with TikTok, CapCut is great because it works directly with TikTok, and many of the trending templates you see on TikTok will often be on there and edited using it. So, if you are planning to hop on those all-important trends there, this editing software is vital. What’s even better? You can edit on CapCut, export to TikTok and have the video on your phone without TikTok’s annoying watermark. Meaning? Easy reposting to Instagram! Because here’s the thing, a good chunk of trends that start on TikTok often end up on Reels too, meaning you can be one of the first to jump on the bandwagon and get that all important trendsetting reach, without TikTok’s logo all over your video!

Why is having TikTok’s watermark bad?

Well, Instagram’s algorithm just won’t promote it. Back in 2021, Instagram’s spokesperson Devi Narasimhan said: “Reels that are mostly covered by text, are blurry, have a watermark or logo, or have a border around it won’t be recommended as frequently.” So, if you want to post to both Reels and TikTok, make sure that logo is nowhere to be seen – or you’ll find your reach suffering as a result. When Reels are your best bet at getting reach and engagement on Instagram, that seems a bit of a waste don’t you think?

The “For You” Page: Being on TikTok When You Don’t Use it.

So, you may have scrolled through TikTok and decided that it’s not for you or for your business, that’s fine and valid, but don’t delete it just yet. Because remember what we said? All trends begin and end on TikTok, meaning that if you’re not there even just to look, you will miss them. Not a great business strategy, right? So, even if you don’t plan to post there, keep it to see what’s up and what isn’t. The best place to do that? The “For You” page.

TikTok’s algorithm is smart, and it’s VERY in tune with what you watch, even for a minute. The likelihood is what you’re into? So are your customers, so it’s definitely worth keeping up with TikTok even if you don’t plan on posting there. Don’t ignore the wave because your customers will notice, and you’ll miss what they want in an instant.


Did you know that: Most TikTok creators (52.8%) are young adults aged 18-24? Which stands to reason then that the audience too, is young. You’d be right. In fact, the biggest TikTok age group in 2022 were 18-19-year-olds (67%), followed by 20-29-year-olds (56%.) So, when marketing on TikTok, you need to be acting their age and thinking under 30.

BUT, whilst TikTok is definitely for younger audiences, you still need to dig a bit deeper than that. Think about the demographics you want to target. Conduct some of your own social media market research, then consider putting together a customer persona that showcases exactly who your business’s target audience is. You may find that you don’t suit TikTok as a business at all!

Viral vs. Evergreen, Views vs. Likes

Views are king on TikTok, they’re the first thing you see on someone’s page on the videos listed there. BUT likes are also tracked there on the person’s profile itself. So, which do you go for? As with any social media account, views are far more important, as they imply a higher reach which, when it comes to finding an audience, is vital. Likes are a form of “vanity metric” – although they look nice, they say nothing about your conversion rates or your business’s success. Follows also fall under this – it’s passive engagement and doesn’t give you the vital opportunity to build an audience or a relationship with that audience. SO, how does this relate to viral and evergreen content?

Viral content is all the rage on TikTok – it’s the dances, the music, the templates. All of it. TikTok is great in that you will be aware and up to date with this content and, you’ll easily be able to hop on. But as a business, be aware of what trends you’re hopping onto, or not. Going viral is fine, but it’s often random and many find that they get 1000s of follows from that one viral video they post and yet, see no improvement in their engagement. This is because many followed for that video, and nothing else. So, whilst it’s great to get that boost now and again, do not rely on trends and viral videos as a strategy, or you’ll find yourself falling foul of having no loyal audience and in time, no conversions.

This is why follows say nothing about a business’ success! What you need to do is balance both things together – viral and evergreen.

Evergreen videos are an important part of your strategy on TikTok – they include things such as instructional videos or behind the scenes videos of your business, and so on. They won’t likely go viral, but they’ll show off your business and earn loyal audiences and followers who want to get to know more about YOU. Being yourself in the land of trends and viral videos is important.

Being YOU

And at the end of the day, that is it! TikTok is a world of filters and trends, but being yourself is vital when it comes to building up your own audience organically. Sure, if you find a trend that suits your business go ahead and hop on, but don’t trade your business’ identity for vanity metrics that, in turn, will not give you the loyal audience base you’re looking for.