With TikTok, especially in the early days of growing a following, you need to be consistent and give your followers a reason to come back for more.

After speaking with a bunch of early stage founders, it’s clear that organic has been the best performing channel on TikTok from an ROI perspective – invest in organic content when you can.

From the Kadama CEO’s POV, there are 2 approaches to defining a content strategy that’s worked for him:  Posting weekly / monthly: Higher production quality videos that your audience expects – you know these videos come out less frequently, but will likely have cultural impact or effects. You may be building suspense around a series for example and... See more

Something to remember… TikTok rewards good content, not just those with the most followers. This is one of the beautiful things about growing on TikTok and the FYP, and why leveraging other influencers or users/customers in your network can help drive virality.

Tracking the granularity of users that find you through TikTok is also important, especially as you scale. For eCommerce companies, usually the question you ask yourself is “does this person become a customer.”

Don't use TikTok just to "sell"; use it to learn. You can learn so much by interacting with folks in the comments, soliciting feedback, and being aware of what is trending in your niche. 

After speaking with so many founders, it was clear that many of their first viral videos were random or happened by chance – it’s difficult to manufacture virality on TikTok on Day 1. It often takes experimentation with different series, content styles, and sounds to find your rhythm / build an audience.

The reality is, there are likely people that already love what you’re doing that would gladly create content to be a part of your story.

The comments section is an underrated way to engage with your followers and grow your audience on TikTok – being “on trend” means more than just making videos and expecting them to show up on someone’s FYP, thoughtful & funny comments can do the trick as well.