TikTok is the place to be on social media.
With a global active user base of 1.5 billion people in 2024, the platform continues to grow both its user base and engagement.
Did you know that users are spending an average of 58 minutes and 24 seconds on TikTok each day? This is 3 minutes and 36 seconds more than last year.
But how do you grow your own, or your brand’s, following on TikTok when there’s so much competition out there?
Some of the biggest influencers have over 150 million followers (hey @charlidamelio!), but even if you aren’t aiming for a follower record, there are some strategies you can follow that work best for this dynamic platform.
Here’s how you can make it happen.
Create High-Quality, Engaging Content
On TikTok, content quality matters. Here’s how you can make yours stand out:
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Hook viewers early: TikTok users decide in the first few seconds whether they want to keep watching. Try starting with a captivating visual or question.
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Be authentic: Authenticity resonates on TikTok. Share your genuine self and unique perspective so you don’t get lost in a sea of sameness.
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Try TikTok’s editing tools: TikTok’s in-app editing tools, effects, and filters will enhance your videos and keep them fresh and engaging.
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Use music and sounds: You’re going to need to know about popular sounds and music. Using them makes your videos more entertaining and also increases the likelihood of them being discovered. We have a whole post about how to find, use & make TikTok Sounds in 2024.
Quality isn’t just about the visual and audio appeal; it’s also about storytelling. Tell a compelling story, even in short videos. Whether it’s a funny anecdote, a behind-the-scenes look, or a step-by-step tutorial, good stories keep viewers hooked and encourage them to follow for more.
Reesa Teesa went viral in 2024 for a 55-part series “Who TF did I marry?” People on the app loved her engaging storytelling style which made her longer-form story a hit, without doing any TikTok dance or trend.
Know Your Audience
Are you surprised to learn that more than half of TikTok users in 2024 are men (54.3%)? The other 45.7% are women. Of course, your profile might have a different gender split.
As for t the age range of the global TikTok audience, the highest percentage of users are aged 18-24 (36.2%), followed by users aged 25-34 (33.9%). Only 6.2% of the user base is over the age of 55, but this is the only age range where you’ll see more women than men.
The best way to learn about your audience is through TikTok Analytics so you can delve deeper into your audience demographics such as age and gender and market to them effectively.
Tip: One of the best ways to get insights into your audience is by using Social’s Tiktok Scheduler; with up-to-date insights into your audience, you’ll be able to adjust your scheduled content as you learn more about your audience.
Sign up for a free account to see how it works.
Give The People What They Want
If you want to create content that people want to consume and engage with, you’ll want to know what gets the most views.
According to Linearity, here are the categories that perform best on Tiktok:
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Entertainment – 535 billion views
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Dance – 181 billion views
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Pranks – 79 billion views
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Fitness and sports – 57 billion views
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Home renovations and DIY – 39 billion views
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Beauty and skincare – 33 billion views
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Fashion – 27 billion views
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Recipes and cooking – 18 billion views
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Life hacks and advice – 13 billion views
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Pets – 10 billion views
Obviously, if you’re running an account for a hardware business or your niche is science-focused content, you might not create your whole strategy around entertainment and dance trends just for the potential views.
However, many brands and businesses still incorporate these fun elements into their strategies to support their core content pillars.
Luxury fashion brand Marc Jacobs has recently found success with their Gen Z-centric, unhinged TikTok strategy.
TikTok is all about trends so it’s a good idea to check the Discover page (or our TikTok trend post) regularly to see what’s trending. Then you can participate in those trends with your unique twist if it’s right for your profile.
This keeps your content relevant but also increases your chances of getting featured on the For You page (FYP). We’ve got some more tips like this in our post about how to get more views on TikTok.
Post Consistently
Consistency is key to building a following on TikTok.
Regular posting signals to TikTok’s algorithm that you are an active user. However, ensure that the quality of your content doesn’t suffer due to the frequency. Balance is crucial; it’s better to post less frequently with high-quality content than to post poor-quality videos just for the sake of posting.
Develop a posting schedule and stick to it. You can use ’s TikTok Scheduler to make this easier, especially if you’re aiming for at least one post per day to keep your audience engaged and improve your chances of appearing on the FYP.
Make an Intentional Hashtag Strategy
Hashtags are a vital tool for discoverability on TikTok. You’ll want to use a mix of trending hashtags and niche-specific ones, based on what you’re posting.
Remember that you don’t just have to use hashtags passively. Why not create your own branded hashtags to encourage user-generated content? This can help build a community around your brand and increase your reach as more users engage with your hashtags.
But don’t go overboard, because around 3-5 relevant hashtags per post is usually enough. Use Social’s hashtag suggestion tool to research which hashtags are performing well on social media so you can add them to your posts.
Repost User-Generated Content
People love to see their content reposted on social media profiles they love, so capitalizing on user-generated content (UGC) can help you get more TikTok followers.
If you don’t have time to create content daily, reposting UGC can help make your TikTok profile feel “full” and boost your posting frequency!
ELF’s TikTok, @elfyeah, features a healthy mix of brand content and UGC in its brand voice.
If users know there’s a chance they could be featured on an account other than their own, they’re usually excited to create content and tag the brand to have a shot at thousands of TikTok users seeing their post. If you’re a brand with a physical product, reposting UGC can be a great way to get more followers.
Cross-Platform Win: It’s easy to find and repost content from Instagram to share on TikTok using Social’s content creation tools; the content creator’s handle is automatically added to your caption, so there are never any issues with giving credit.
Engage With Other TikTok Creators
It’s easy to forget that TikTok is a social media platform. Anyone who has lost a couple of hours scrolling through their feed will know that it’s highly addictive, but not built for conversations like Facebook or Instagram is.
The best way to engage is through likes and comments on other videos. One strategy for growing your TikTok account is to simply start engaging with content that compliments your brand.
Follow influencers that would be great partners for your brand and engage in their videos or find other brands in your industry that you’d like to support.
You may find that you’ll get more followers from simply engaging more because your comments are being seen by other users on other videos, which could ultimately lead them to watch your videos and engage with your profile!
Connect With Your Audience
Always make the time to respond to comments and acknowledge your existing followers. This not only fosters loyalty but also boosts your visibility.
The more connected your audience feels, the more likely they are to keep coming back. The more engagement your content receives, the more likely it is to be promoted by the algorithm.
Creating engagement doesn’t stop at responding to comments. Other engagement drivers on TikTok include:
If you post the same content on TikTok and Instagram, remember to reply to comments on both platforms posting.
It might be double the job, but engaging with your audience in both places shows that you’re switched on and care about the people who take the time to comment.
You can always start a free trial of a tool like to help you manage your posts and interactions across platforms.
Collaborate With Other Creators & Brands
Collaborations can expose your content to a new audience. Partner with creators who have a similar or complementary niche. Duets, shoutouts, and joint challenges are fun ways to work together and expand your joint reach.
And it helps if you aren’t going in cold, so make sure to engage with their content authentically before reaching out to propose a collaboration.
These collabs can even lead to business success – here’s how nail brand Quickies collabs with creators like Katie Maloney.
Collaborations should feel organic and mutually beneficial. When both creators and brands benefit, collaborations are more likely to succeed and feel genuine to both audiences.
Optimize Your TikTok Profile
Your profile itself is also important to make a great first impression. Make sure it’s inviting and informative by optimizing your:
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Profile Picture: Use a clear, high-quality image that represents your brand or personality.
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Bio: Write a catchy bio that tells viewers what they can expect from your content. Include keywords relevant to your niche.
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Link: Use the link in your bio to drive traffic to other social media platforms or your website. Need some help with this? Read our post on how to add a link to your TikTok bio to drive traffic & sales.
In addition to these basics, update your profile to reflect current trends or any special campaigns you’re running. A well-optimized profile can convert casual viewers into followers by providing a clear sense of who you are and what you offer, a surefire way to grow on TikTok.
Grow Faster with TikTok Ads
If you have the budget, consider investing in TikTok Ads.
The platform offers various advertising options, including in-feed ads, branded hashtags, and sponsored challenges. Ads significantly boost your visibility and attract more followers if you target them effectively.
Investing in ads can give your content the push it needs to gain traction. Experiment with different ad formats and targeting options to see what works best for your audience.
Don’t forget that an important part of using ads is to monitor their performance and adjust your strategy as needed to maximize ROI.
Beyond growing your following, you can also use ads to drive sales, generate leads, attract new customers and boost conversions!
