Examples of a filter, closed captions, and a tiktok repurposed to reels

I’ve been writing about TikTok a lot lately on this business blog. The social media landscape seems especially uncertain and chaotic lately, with Elon Musk’s takeover of Twitter creating issues and instability and Facebook and Instagram feeling dead to many. Meanwhile, TikTok is continuing to keep their users highly engaged every day. Even though it’s been around for awhile now, there’s still tremendous potential on this platform. As a continuation of my “Things Not to Do” series (catch up on the Twitter, Instagram, and Facebook versions of this post), today I’m sharing 15 things not to do on TikTok.

1) Don’t switch to a business account without thinking it through.

On most platforms, it’s a simple decision to switch to a business account. Why wouldn’t you do the same on TikTok? Businesses have access to a more limited music library, which can make it hard to hop on trends. You may want to experiment with the platform for awhile first before switching to a business account. The main advantage to a business account is being able to access analytics.

2) Don’t get caught up in worrying about what time to post.

One of the most common questions I get as a social media marketer is, “When’s the best time to post?” There’s a lot of research out there and you can try anyone’s recommended posting times, but the reality is, the time you post isn’t the be all and end all for success on TikTok (or any social media platform for that matter). It’s better to post at whatever time your content is ready than to agonize over the optimal time, wait to post it later, and then forget. Just post it!

3) Don’t take forever to make your point.

People have short attention spans. Don’t ramble about how important your point is, who you are, why you’re making this video–just get to the point. You don’t want them to scroll away and miss the great info you have to share!

4) Don’t rely too much on trends.

Yes, trends are a huge part of TikTok. Hop on trends! But don’t forget to mix it up a bit. Talking videos often perform well, especially if you have a specific niche and a lot of knowledge to share. Sharing your expertise may not be trendy, but there’s an audience for it, so make sure to incorporate this type of content into your rotation.

5) Don’t make landscape videos.

This one may seem obvious, but it needs to be said! TikTok is a vertical video platform. Take advantage of the full screen in vertical. Don’t shoot or share in landscape. It makes it seem like you don’t know what you’re doing.

6) Don’t go overboard with hashtags.

You don’t need a ton of hashtags to be successful on TikTok. Stick to 1-3 hashtags, or to 6-8 at most.

7) Don’t make jokes that have been done before.

TikTok is definitely a place for humor–but if there’s a trend going around and lots of people are making the same joke, you don’t need to jump in and make the same joke too. Put your own spin on it so you’re contributing to the conversation rather than repeating what’s already been said!

8) Don’t be overly promotional.

This has been true on most social channels for a long time, but it’s even more so the case for TikTok. TikTok is not a place to be sales-y. Just be yourself and have fun!

9) Don’t spam comment in places you’re not wanted.

Have you ever seen an internet commenter yell, “SILENCE, BRAND!” at a brand in the comments section? Don’t let that brand be you. Sometimes brands try to hop on a conversation because it’s generating buzz…but don’t insert yourself if it’s irrelevant to you. Leave comments when and where it makes sense, but otherwise, stay out of it.

10) Don’t post sporadically.

If you’re going to have a presence on TikTok, have a presence on TikTok. Don’t post twice a day for a week and then not post again for a month. TikTok requires a pretty high posting frequency, but even posting four times a week (rather than daily) is better than going hard with daily content and then abandoning the platform for ages.

11) Don’t forget to use closed captions.

Captions help make your content accessible to more people! TikTok lets you add them easily by clicking the closed captions button on the right hand side of your video. Be thoughtful about whether you put them at the top or bottom of your video–you don’t want them to get covered by something else.

12) Don’t overdo it with filters and effects.

Some TikTok filters and effects don’t add much value and can make your video seem messy. Keep it simple and only use one filter or effect at a time. If a certain filter is trending, that’s the time to use it! Some of my favorite filters were the Shrek in the sky filter from earlier this year and the She Hulk filter from this fall.

13) Don’t solely make long videos.

I’m all about talking videos on TikTok! I’ve posted many three minute long videos and people do watch them all the way through. Make sure to mix that content up with shorter videos too! People have short attention spans and aren’t always in the mood to watch three minutes in full. 10-15 seconds is a good length to aim for, as well as 30 and 60 second videos.

14) Don’t forget to cross-promote.

Instagram doesn’t want you to just post your TikToks there as Reels, but that’s 100% what’s happening across thousands of accounts. Be sure to remove the TikTok watermark before posting it to Instagram. Cross-posting helps increase the ROI of the videos you’re making.

15) Don’t try too hard.

Paradoxically, the videos that perform the best are often the ones you put the least effort into. That’s okay! Embrace the aesthetic of TikTok and try to worry less about perfection. TikTok is about being fun and real, so lean into it.

For more on TikTok, check out these blog posts:

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