Read on Twitter
Been spending a lot of time on TikTok recently (professionally 
), here's what I've learned so far about building an organic brand presence 
), here's what I've learned so far about building an organic brand presence
1/ Forget everything you know 
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.
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 
Your follower count really really doesn't matter. You'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
Your follower count really really doesn't matter. You'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 
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
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 
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
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 
I say it like I wasn't already doom scrolling for this long
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.
I say it like I wasn't already doom scrolling for this long
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 
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
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
We're still figuring it out, but already learning lots & experimenting everyday at @zenlyapp 
If you want to join in the fun, I'm hiring for a Community Specialist to help me scale the Zenly community to every corner of the earth (remote-friendly!)
https://jobs.lever.co/zenly/e5d771b4-bbe7-4167-8e0a-40b11da1425a
If you want to join in the fun, I'm hiring for a Community Specialist to help me scale the Zenly community to every corner of the earth (remote-friendly!)
https://jobs.lever.co/zenly/e5d771b4-bbe7-4167-8e0a-40b11da1425a
