Here’s how to go viral on TikTok with tried and true tactics used by successful brands everywhere.

Incorporate these ideas into your own videos to achieve viral success for your business:

1. Keep up with the latest trends

TikTok is one of the most trend-driven social media platforms, so one way to go viral is to keep up with what’s hot on the app. This can inspire you to create similar content, whether it’s a specific dance challenge, audio clip, video format, or topic.

Fortunately, finding out what’s trending on TikTok isn’t difficult. TikTok’s Creative Center is packed with insights on up-to-the-minute trends. Within its keyword insights, filter by region, industry, and timeframe to see what users are talking about.

You can also browse TikTok itself to spot patterns on your own For You page. As you browse and identify trends, consider whether they’re relevant to your niche, and, if so, find your own take.

Note that TikTok trends don’t tend to last more than a few days, so if you have an idea that has the potential to go viral, it’s best to tap into it right away.

2. Use trending and relevant hashtags

Hashtags are a key ranking factor on TikTok and allow the app’s algorithm to categorize your content. Using the right hashtags is critical. While trending hashtags are useful to know, niche hashtags that are relevant to your brand may get you more traction with the right audiences.

Some hashtags have staying power on TikTok as well as universal appeal. Chief among them is #TikTokMadeMeBuyIt, a hashtag for users to share products they discovered on the platform:

You can search trending hashtags in your niche within the TikTok app. Enter a keyword in the search bar (without the hashtag) and once the list of results is loaded, tap on the Hashtag column and to see a list of trending hashtags and the number of views received by videos with these corresponding hashtags.

You can also use community hashtags, which are focused on particular topics rather than quick trends and tend to stick around. These hashtags (like #foodtok and #smallbusinesstiktok) have very specific audiences. Tapping into the ones that are relevant to your brand can be a goldmine for finding potential fans for your brand, influencers to work with, and ideas to help you create viral videos.

Here are a few TikTok communities: 

Helpful as they may be, try not to overload your post with hashtags. As a general rule, three to five hashtags per post is sufficient to guide the algorithm. Avoid using generic hashtags as competition for them is extremely fierce. These include generic hashtags like #FYP and #foryou.

3. Spark curiosity

According to TikTok, content intended to spark curiosity keeps users watching 1.4 times longer. The longer users watch your videos, the more likely the algorithm will see the content as worth surfacing to other users. 

According to TikTok, 60% of Gen Z TikTok users say the platform helps them discover new things, so give them something to discover. To inspire curiosity, create content around new ideas, groundbreaking technologies, innovative hacks, or other things users may not typically see on the platform.

In this video from Partly Sunny Projects, founder Sonja Detrinidad piques interest by teasing a big reveal at the end of the video:

4. Use sound to your advantage

TikTok is all about audio. In fact, 88% of TikTok users say that sound is a critical part of the TikTok experience.

TikTok provides an expansive library of music and sound clips available to creators and TikTok videos that tend to have viral success often include trending TikTok sounds or popular music.

When looking through your For You page for what’s trending, consider paying close attention to the music, sounds, and songs used in the videos you come across. Incorporating them into your TikTok content can take you one step closer to virality. That’s because the platform’s algorithm actively recommends videos containing trending audio to other creators who have used it, making it a great way to increase your reach.

TikTok’s Creative Center also offers insights into trending sounds and songs that you can use to create videos:

If you find a sound or clip you like, it’s easy to add it to your content. Simply select any video that contains that audio, tap on the name of the clip used (usually located below the post’s caption and next to a musical note icon), and you’ll see an option to “Use this sound.” When you click on a sound in a video, you can also access a list of all other videos that have used this song. This can give you an idea of how popular the sound is:

Candle brand P.F. Candle Co. used the trending sound “Girls are like candles” in its content and it became one of the brand’s most popular videos, garnering more than 500,000 views.

Creating your own TikTok sounds

If you’re feeling particularly inspired, consider creating your own audio. This plays right into TikTok’s algorithm, which considers originality and the audio used as ranking factors—and uses them to boost a video’s visibility.

This doesn’t necessarily mean producing your own music from scratch. You can make your own audio by editing and customizing existing sounds from TikTok’s sound archive or recording a separate voiceover for a video. The latter can help TikTok understand what your video is about and, in turn, know what types of audiences to promote the video to.

5. Post consistently and at the right times

One factor TikTok’s algorithm looks at is the amount of activity (comments, likes, shares, etc.) a particular video generates. It does not necessarily consider whether a user has had high-performing videos in the past. This gives every video an equal shot of going viral. Which means, the more often you post, the higher your chances of virality. 

One key consideration when creating a TikTok strategy is to follow a posting schedule that’s predictable for fans. The goal here is not to hit a certain number of posts in a period of time but to be consistent. For instance, posting two videos a day for a week and then going silent for a month isn’t a good tactic; even ardent followers may miss some of your frequently posted videos, and your long absence may mean you’re no longer top of mind—an important consideration for conversions and sales. 

When to post on TikTok

Aside from posting frequently, doing so at the right time is also important. After all, going viral means getting as many eyes on your TikTok video as possible, which means you should be posting when the majority of your target audience is active on TikTok. 

You want your post to be published during peak usage hours, as that’s when you’re most likely to get views. According to research, there are several time slots throughout the day that can result in high engagement rates.

In particular, Mondays at 10 a.m., Wednesdays at 8 a.m., and Fridays at 1 p.m. are the three best times to post on TikTok, as the content published during these hours tends to generate higher engagement. 

However, keep in mind that while these are great guidelines to go by, the best time for you to post will ultimately depend on factors like your niche market, your target audience’s location, and when they’re most likely to be browsing TikTok. Your optimal posting time should be dictated by your own data from TikTok Insights.

6. Tell a story

Storytelling is consistently one of the best ways to draw people in. TikTok identified “Storytelling unhinged” as a trend force for 2024. This refers to unpredictable storytelling with unique characters and formats. One of the most popular among these is creator Reesa Teesa’s 50-video arc, “Who TF did I marry?”

Whether or not you want to follow this particular format, using storytelling is a powerful way to engage with followers and customers. This is especially true on TikTok, a platform that values engaging stories over highly polished branded content. Whether it’s a serialized tale or a short and heartfelt one-off, like this story from loungewear brand Girl Crush about its inception, authentic storytelling can build trust and affinity with your target audience. 

7. Interact with your followers

Knowing how to successfully use TikTok means understanding the importance of interaction and engagement. If you’re serious about going viral on the platform, your efforts shouldn’t end with posting content. Social networks are a great place for interaction with your customers—and TikTok is no exception.

Engage with your followers and encourage them to interact with you by replying to comments. This helps create a sense of community and, since the TikTok algorithm rewards interaction, increases the chances of your content going viral. 

You can also encourage engagement by including a call to action in your videos. For example, you can sign off your videos by asking your followers to leave you a comment, share their thoughts, share your TikTok video, follow your account, or even respond with a video of their own using the Stitch or Duet features.

8. Interact with other users and posts

Aside from interacting with your followers, engage with other videos and content creators—especially those in your target audience. This is particularly helpful if you have a new account and are looking for ways to gain followers for new accounts or accounts trying to gain TikTok followers.

Interact with the TikTok community by engaging with trending videos that have the potential to go viral. You can like and comment, or go the extra mile by creating your own Stitch or Duet videos in response to another user’s viral video. 

9. Collaborate with other content creators

Partnering with popular creators using influencer marketing can not only boost your reach and increase the chances of your content going viral, but it can also increase trust and generate more sales. 

In fact, 33% of millennial users say TikTok inspired them to buy something recommended by a creator. 

A good partnership leads to a win-win situation for both parties by expanding the content’s reach and visibility. When looking for TikTok creators and influencers to work with, consider whether they’re relevant to your niche, to ensure you’ll garner the right kind of attention.

If you’re new to TikTok, it may be difficult to find a content creator who wants to work with you immediately. Start by following the influencers you may one day want to collaborate with, understanding their style, and interacting with their posts. Once you’ve built up a solid following, reach out to them with a collaboration proposal.

For example, Inkbox partnered with a popular creator, Mollie Rose, to produce content in the style of the popular #GRWM (get ready with me) format: 

10. Vary your video length

Varying the lengths of your videos can optimize viewer engagement. While TikTok is known for its short-form videos, research actually shows that longer videos get more views. Mixing up your formats can help your brand stand out.

Videos of less than 15 seconds are perfect for quick, impactful content that’s easy to consume and share. This format appeals to fast-scrolling users who prefer snappy, memorable content that they can watch on the go.

Medium-length videos, between 30 seconds and a minute, allow for more detailed storytelling or tutorials. Long videos, up to three minutes, are ideal for in-depth exploration. You can use these long videos to showcase your expertise and provide valuable insight that helps build a loyal and engaged audience.

11. Entertain and be relatable

There’s no one single type that’s guaranteed to go viral. But if you want to raise the odds, being funny and entertaining in your posts can definitely help.

Humor goes a long way on TikTok. Many viral TikTok videos are ironic, self-deprecating, and sometimes even embarrassing. And this affects sales: 30% of TikTok users said humor is a top motivation for making a purchase from a brand or creator.

Chipotle, for instance, has perfected the TikTok content mix, striking the right balance between entertainment and branded content.

12. Add value and educate with content

If humor isn’t your thing or if jokes and funny stories don’t match your brand voice, you can still entertain viewers by adding value through educational or behind-the-scenes content. What’s most important is being relatable and authentic.

You can offer your audience value with information, recipes, hacks, or product tips while also staying true to your brand. Sweets brand XO Marshmallow uses TikTok to announce new and seasonal flavors, but it also gives users more reasons to watch with how-to content that’s clever and timely:

13. Start with a hook

Most TikTok videos last mere seconds, so you’ll need to grab viewers’ attention instantly to go viral. 

Establish a “hook” in the very first few seconds or frames. In fact, more than 63% of videos with the highest click-through rate (CTR) have their key message in the first few seconds of the video.

Tease what’s to come, use humor or shock value, or flash the “after” or outcome at the beginning of your video to encourage users to stick around.

14. Jump on memes and challenges

Challenges are a big part of TikTok, setting off waves of content from a single hashtag. While some, like the Tide Pod challenge, can be controversial and even dangerous, for the most part, they’re a fun way for users to connect around a common theme or cause.

If you have a loyal following, you can start a challenge around your brand or create your own audio to start a meme. If you’re trying to grow your reach, jump on a trending meme or challenge using popular hashtags and sounds. That’s what beauty brand Sol de Janeiro did when it added its spin to the Shark Tank meme that included a trending sound that’s been used more than 100,000 times:

15. Cross-promote your TikTok content on other platforms

Cross-promoting your TikTok content on other social media platforms can actually increase your chances of going viral.

Short and punchy videos are now the norm across social media, with platforms like Instagram and YouTube following TikTok’s lead with their versions of the format. By promoting your TikTok videos on other social networks, you’re increasing your reach, getting more eyes on your content, and driving traffic back to your TikTok channel. 

16. Use captions and text overlays

Captions and text overlays are essential for grabbing attention and delivering your message quickly. Many TikTok users watch videos without sound, so clear, concise captions mean they can still engage with your content.

Use text overlays to emphasize key points, provide context, or add humor. For example, you might highlight a product’s unique features, break down steps in a tutorial, or add a witty comment to make your brand relatable. Position text strategically on the screen to avoid overlap with TikTok’s interface (like the bottom caption bar or side buttons).

Don’t forget to make captions easy on the eye. Avoid chunky paragraphs and experiment with bold fonts, colors, and animations that align with your brand’s style. 

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