Been spending a lot of time on TikTok recently (professionally https://abs.twimg.com/emoji/v2/... draggable="false" alt="💅" title="Nagellack" aria-label="Emoji: Nagellack">), here& #39;s what I& #39;ve learned so far about building an organic brand presence https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Rückhand Zeigefinger nach unten" aria-label="Emoji: Rückhand Zeigefinger nach unten">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🧵" title="Thread" aria-label="Emoji: Thread">

1/ Forget everything you know https://abs.twimg.com/emoji/v2/... draggable="false" alt="👶" title="Baby" aria-label="Emoji: Baby">

Forget your perfectly polished Instagram grid, or creatives that have gone through multiple stages of review and iteration. When it comes to creating content on TT (especially that focuses on an app), the more raw & real the better.

2/ The metrics are different https://abs.twimg.com/emoji/v2/... draggable="false" alt="☠️" title="Totenkopf" aria-label="Emoji: Totenkopf">

Your follower count really really doesn& #39;t matter. You& #39;re optimizing for:
(1) views and early engagement rate = increase chances of getting on the fyp
(2) likes on the video and likes on your account = passing the vibe check

3/ Local>Global https://abs.twimg.com/emoji/v2/... draggable="false" alt="🏡" title="Haus mit Garten" aria-label="Emoji: Haus mit Garten">

The algo serves your vid to people geographically close to the place of upload, so even more so than on other platforms you need to have local content.

Trying to reach users in Liechtenstein? You need your content in DE, uploaded by someone in Vaduz

4/ Use the comments section for user research https://abs.twimg.com/emoji/v2/... draggable="false" alt="🕵️‍♀️" title="Detektivin" aria-label="Emoji: Detektivin">

Often the comments are funnier than the actual video, so people are used to going there for a second hit of entertainment. As a brand, you can use it as a space to listen to users, ask questions, & recruit for user research

5/ Be prepared to spend 1 hour+ a day on TT https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤠" title="Gesicht mit Cowboyhut" aria-label="Emoji: Gesicht mit Cowboyhut">

I say it like I wasn& #39;t already doom scrolling for this long https://abs.twimg.com/emoji/v2/... draggable="false" alt="👀" title="Augen" aria-label="Emoji: Augen"> But the trending formats/sounds/meme comments change SO quickly on TikTok, that to be in the know you need to be on there on the daily saving sounds and getting inspo.

6/ Your users = your best chance for virality https://abs.twimg.com/emoji/v2/... draggable="false" alt="🥰" title="Smiling face with 3 hearts" aria-label="Emoji: Smiling face with 3 hearts">

You can be really lucky and have a brand account that vibes with the algorithm... or you can build a product that gives your users a reason to share for you.

@cappuccino_fm = great example of this https://vibecheck.substack.com/p/cappuccino ">https://vibecheck.substack.com/p/cappucc...

We& #39;re still figuring it out, but already learning lots & experimenting everyday at @zenlyapp https://abs.twimg.com/emoji/v2/... draggable="false" alt="🍦" title="Softeis" aria-label="Emoji: Softeis">

If you want to join in the fun, I& #39;m hiring for a Community Specialist to help me scale the Zenly community to every corner of the earth (remote-friendly!) https://abs.twimg.com/emoji/v2/... draggable="false" alt="🧚‍♀️" title="Fee" aria-label="Emoji: Fee">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🌎" title="Amerika auf dem Globus" aria-label="Emoji: Amerika auf dem Globus"> https://jobs.lever.co/zenly/e5d771b4-bbe7-4167-8e0a-40b11da1425a">https://jobs.lever.co/zenly/e5d...