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June 15, 2022

Taylor Zantingh

Taylor Zantingh is a writer and editor who specializes in helping mission-driven brands tell their stories.

Unsure of What to Post on TikTok? Design a Content Strategy

For businesses just starting out, it can be extremely overwhelming to know what to post on TikTok. The platform is new and constantly changing, so if you feel lost, you’re not alone.

Luckily, there are a few trusted strategies that some of the most successful creators and brands use to develop their TikTok content strategy. 

Keep reading to learn more about what to post on TikTok.

What To Post On TikTok: A 5-Step Guide

Just like any other sound strategy, you need a game plan for succeeding on TikTok. Here are the five steps you and your team need to go through to make sure you aren’t just throwing spaghetti at the wall.

1. Understand Your Audience

Before you begin designing your content strategy on TikTok, you first need to understand your ideal audience.

Start by searching for your competition and popular creators in your niche. Here’s how:

  1. Head to the search bar and type in a search term related to your niche or product.
  2. Click the “filters” option in the top right corner of the screen.
  3. Select “Last 3 months” under the “Date posted” section.
  4. Select “Most liked” under the “Sort by” section.
  5. Click “Apply” in the top right corner.

Take some time to browse through these results. Take notes—mental or otherwise—of what kinds of videos are popular for that search phrase. Save a few that could serve as inspiration for your content bank (more on this in step 3).

Next, go to a few videos that your competitors are posting. Open the comments on their videos and take some time to scroll through them. Are any viewers asking questions? If so, write them down in your notes. 

This is a practice you should make a part of your regular research process so you can make videos to answer these questions! 

2. Develop Your Content Pillars

Using the newfound understanding of what your audience on TikTok is interested in, you can now combine this knowledge with your specialty in order to develop your content pillars

Your content pillars are essentially the building blocks for everything you will post on TikTok. They represent the three to five different categories of value you offer to your audience. 

So, if you’re a makeup company, your content pillars might be: 

  • User-generated GRWM videos
  • Makeup tutorials and tips
  • User-generated product reviews
  • Funny makeup trend videos. 

Once you’ve developed your content pillars, you are ready to make your content bank!

3. Create a Content Bank

For anyone who struggles with knowing what to post on TikTok, a content bank will be your best friend. 

First, take your content pillars and put them on paper. Leave ample space between each one—this is where you’ll write down ideas for each video!

For each pillar, try to brainstorm as many videos as you can. Aim for between 10-30 in each category every month, that way you’ll have plenty of options to choose from when you’re ready to make your content.

Sticking with the above example, this is what a content bank might look like for a makeup company.

User-generated GRWM videos

  • GRWM to go to the beach
  • GRWM for a date night
  • GRWM for a zoom interview
  • GRWM for my wedding
  • GRWM for a party
  • GRWM to study for my exams
  • GRWM after gym class

Makeup tutorials and tips

  • Puppy-dog liner tutorial
  • Makeup look for each zodiac sign series
  • No-makeup makeup look tutorial
  • Makeup for each of the color seasons series

User-generated product reviews

  • What outfit I would wear with each of the new lip colors 
  • Testing different waterproof mascaras
  • Comparing the darkest shades of foundation from various makeup brands 

Trend videos are a great way to grow your audience, so even though they are impossible to plan for, be sure to include space for them in your content plan. There are so many trending sounds to choose from that you could easily post one trend video per day. 

Once you’re done with your content bank for the month, it’s time to start making the content! 

4. Try, Test, Analyze

For the first month of posting, you should be meticulously tracking your analytics. Keep notes about the videos that get you the most engagement. 

If a video goes viral, make another video like it. You can do a part 2 or a follow-up, and be sure to include similar videos in next month’s content bank. You’ll want to continuously adjust your content plan every month to keep creating content that your viewers love.

5. Answer Questions

One of the best ways to include your viewers in your content is to make videos that answer their questions. Anytime you get an interesting, thought-provoking, or general question, you have an opportunity to respond to it in a video format. This can increase your engagement and gives more people who might be interested in the answer a chance to find your content! 

Reply to comments in video format by following these steps:

  1. Head to the question and click “Reply”.
  2. Rather than writing your reply in the comment section, click the red camera icon to the left of the comment box.
  3. Film your response and upload.

More Information About What to Post on Tiktok

If you want to read about more TikTok best practices, reach out. The Hire a Writer team is equipped with experts who can help you navigate the intricacies of this platform.

Make sure you’re subscribed to our blog: there is tons of great content in the social media category . We post regular updates on all things digital marketing including social media and SEO strategies. The world of digital marketing is ever-changing. We can help you keep up.

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