Need help landing on the For You Page? Look no further!

Before shifting your social media presence or advertising to TikTok, it’s important to know how it differs from other platforms. If you remember the old days of Vine, the popular video app that would only use 6-second videos, then you know that creativity is key to making something go viral. TikTok, Vine’s successor, uses a similar format that breeds and rewards creativity. To make it on the app, users are required to think outside of the box and use the latest audio and visual trends to bring their ideas to life. More recently, Instagram has also realized how lucrative its platform can be when it comes to short videos. Instagram Reels is similar to TikTok and has a similar algorithm. Usually, anything you make for TikTok can be posted as an IG Reel.

Perhaps one of the most important things about these two platforms is the “For You Page,” a.k.a. the FYP, which serves as the main page for new followers to most likely discover your content. It can be hard to initially get your content in front of new eyes, but you’re much closer to success once you understand how the FYP works. As an avid TikTok user and the only Gen Z team member, I honestly felt a duty to write this article. I mean, without it, you might try to unironically use a song by Mason Ramsey, who, by the way, is the Walmart Yodeling Kid.

1. The Goldilocks POV

I’m going to be honest — as someone who spends a lot of time on TikTok, the platform has ruined my ability to pay attention to something longer than a minute. According to Influencer Marketing Hub, a 9–15 second TikTok video gets the best results; anything over a minute can lead to people scrolling away. On TikTok, you have the ability to post videos that are 2 to 3 minutes, but Reels only allows videos that are 60 seconds or less. Of course, the 9–15 second guideline is a general rule. Longer videos can perform well but start with shorter clips. As you get more familiar with the platforms, you can begin experimenting with video length until you find that sweet spot.

2. Using trending audios

To really get your brand out there, you need to use trending audios. TikTok’s algorithm rewards videos that use the current trending sounds, effects, and hashtags. TikTok’s Creative Center collects what’s popular on the platform and is a great place to discover new trends to try out. Things move fast on TikTok. As I write this, one of the trending audios is Major Bag Alert by DJ Khalid and the Migos (but by the time you read this, there’s probably something new trending). Of course, you shouldn’t just automatically use something that is trending. The words “major bag alert” mean someone is either about to make money or get money. Keep in mind your target audience and ask yourself if the trend aligns with your brand. What’s trending on tech TikTok might not be the same as what’s trending on art TikTok, so spend time exploring similar accounts to help you determine which trending audios make sense for your business.

3. Using your own audios

The use of trending audios is preferred, but I can’t tell you how many times I’ve come across a video on my FYP that has narration or separate audio layered over a trending sound. If you can’t figure out a way to incorporate a trending song into your post, tape over popular audio, so the algorithm still pushes out your content to a broader audience.

4. Keeping up with trends

Being an entrepreneur can be difficult. There are so many different ways you have to split your time to make the most out of such a limited resource. To stay on top of the trends, you have to actually use the apps. I’m not saying that you have to spend hours on TikTok or Instagram — something I usually fall victim to — but a healthy amount of time is needed. There really is no other way to discover new trends than to be on the platforms. These trends shift so quickly. If you saw something that was popular a week or two ago, chances are the audience/viewer probably thinks it’s overdone and redundant. TikTok’s Creative Center, specifically the trend discovery page, is an extremely helpful resource. I’m always drawn to brands that manage to keep up with the latest trends because it shows that they’ve put in the effort to track what’s popular and understand what it takes to get onto the FYP.

5. No need for perfection

I get it. You want to put your best foot forward. You want to make the best video possible so people actually check out your company. The one caveat about this is that trends move at the speed of light. If you take weeks or even a few days perfecting a video, chances are the trend is either too old or overdone. Take time to make a nice video, but don’t get hung up on small things. TikTok is much more informal than platforms like LinkedIn or even Facebook. If you really need help making a video for TikTok or Reels and don’t know where to start, there are countless resources and articles online that provide step-by-step instructions on capturing, editing, and posting videos. Here are two in-depth guides to get you started: TikTok | Reels

6. Using #hashtags

The use of correct hashtags can make or break a video’s popularity. On TikTok, you can quickly see which hashtags are currently trending by visiting the Search Page. If you flick through the different videos on the page, you’ll quickly see that not necessarily all of the hashtags are related to the video. While it’s important to have key hashtags (i.e., #startups if you’re a business incubator and coworking space) that draw in your target audience, many successful accounts also throw in a couple of trending ones to expand their reach. Just be careful which trending hashtags you use. You don’t want to use any hashtags that may be intended for causes contrary to what your business stands for. The best place to discover hashtags relevant to your business is TikTok’s Creative Center. There, you can see top ads and explore popular hashtags by industry, country, and time range.

7. Following up

In the case that any of your content goes viral or gains a good amount of views, you want to follow up on that video. Maybe that means replying to multiple comments on that video, or it could mean posting videos after the initial one to explain more about your company, your vision, and your products/services. Just make sure your page remains active because as more people watch your video, they’ll look to your profile to see what else you are posting.

8. Being consistent and original

TikTok and Instagram promote accounts that consistently share original content. Your audience likes it, too. Consistency can be posting once or twice a week — you don’t need to have a whole team of people! If your content is pushed onto the FYP, it’s expected that you will keep creating original content. Don’t overcomplicate things. A new post can be as simple as dancing to the latest trending audio. “But how does this fit with my brand?” you may ask yourself. Perhaps my favorite example of this is the Mama Claudia account. Each day, she uses her videos to answer customer questions or show off new products. Not only does she keep up with the current trends, but she’s built a consistent posting schedule that her audience can look forward to viewing.

TikTok and Instagram influence so many people, which means they can also do an amazing job sharing your brand and mission with a targeted audience. Do your best to adapt to these two apps if you want to be where the future of advertising is. You don’t have to be an influence with 10M followers; you only need to be willing to jump on the app and give it a try.

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8 tips to boost your TikToks and Reels was originally published in Ascender on Medium, where people are continuing the conversation by highlighting and responding to this story.