How To Build A TikTok Following From Scratch

How To Build A TikTok Following From Scratch

TikTok’s algorithm gives just about anyone a chance to go viral. We’ve seen regular become overnight sensations, all thanks to this algorithm and the app’s format.

That’s why more and more marketers have been incorporating it into their digital marketing strategies. TikTok provides marketing opportunities to brands and businesses of all kinds. It’s used by small businesses and large corporations alike.

Not to mention, it is also a viable platform for any product niche—from artsy handmade trinkets to professional medical practice. And yes, professionals have TikTok accounts too, and a lot of them are doing fairly well. You just need to adapt to its more relaxed and informal user and content culture.

However, virality is one thing. You can have one video go viral, and the rest may not enjoy the same views and likes. So, one of the best ways to keep up the traffic and exposure on TikTok is to build a following.

Unlike passing viewers, followers are people who are likely to be interested in your content. They followed you because they like what you do and expect to see more of the same content that piqued their interest.

So, how do you build a following for your business on TikTok? Here’s a quick list of simple, applicable tips:

1. Post A Lot Of Content

TikTok is known to favor content creators who can upload high volumes of content. Now, this might sound like the opposite of the “quality over quantity” advice from content marketers, but you need to consider TikTok’s built-in algorithm.

Additionally, if you really think about it, three 60-second videos in a day isn’t a lot of work compared to writing an entire 1000-word blog post. As long as you plan out your content and set aside some time for filming and editing, you’ll easily be able to fit it into your routine.

Here are a few more tips to help you keep a consistent flow of content:

  • List ideas before you make them.
  • (Occasional) repetition of content theme or topic is fine, just don’t overdo it!
  • Be on the lookout for trends.
  • Check your comments and see what you can incorporate into your content.

Most people tend to scroll through their feed for a long time, and since all the videos are short, you won’t really be competing for watch time in the same way videos on YouTube do. In fact, videos you post on the same day can go viral individually.

2. Make Your Message Concise

TikTok is all about short-form content. The faster you get your message out, the better your content is received. So if you’re trying to be informative, make sure you’re not dragging things out or including unnecessary details. Get to the point and make it snappy.

For example, if you’re doing a product feature or answering customer FAQs, stick to the following:

  • What is the product?
  • What does it do?
  • Who uses it?
  • Where do you use it?
  • When do you use it?
  • How do you use it?

One tip is to summarize your message into bullet points and avoid saying long, winding sentences. If you have more to say, just make a part 2 (video series are surprisingly popular on TikTok!).

3. Stick To Your Niche

As said before, TikTok’s algorithm gives every user a chance to go viral. That said, when you do get the chance, you shouldn’t waste it.

Not all of your videos are going to go viral. So if one does, people are going to expect the same content from you. For example, if someone likes a viral TikTok about food, they’re going to your account to see if you have more related content. If they’re met with technology and other unrelated videos, they’ll leave.

So if you’re looking to use TikTok to market your business, stick to your branding. If you want to expand and enter other niches, it’s best to just set up a separate account.

4. Engage With Your Audience

Audience engagement is staple advice for any social media marketing venture. The more you engage with your audience, the more they are encouraged to leave comments, ask questions, and watch your other uploads. The more engagement a video has, the more favorable signals you’re sending the algorithm.

TikTok has a lot of functions that allow you to engage with your audience and other users. You can duet other videos, react to them, and talk about them. You can also look through your comments and find interesting questions to feature on your next upload.

You don’t have to write an entire novel in the comment section, either. You don’t even have to reply to most of the commenters. Just a simple one-sentence reply can already go a long way.

So, don’t be afraid to engage with the community and build a relationship with your audience. Again, TikTok is known for its more casual space, so a nice reply here and there won’t hurt (or take too much of your time).

5. Make Rewatchable Content

Views don’t indicate how many individual users have seen it, but how many times it’s been viewed. That difference is crucial.

Most viral content is interesting, shocking, and replayable. If people are interested enough to watch it over and over, they’ll be interested enough to share it with people they know.

Here are a few examples of rewatchable TikTok content:

  • Interesting and unique trivia
  • Information-packed tutorials
  • Honest and straightforward reviews
  • Exciting stories

To give you a more specific example, you can look for TikToks posted by medical professionals (i.e., doctors, nurses, pharmacists, etc.). They tend to be very informative, digestible, and replayable. More importantly, it sticks to their niche. It doesn’t hurt to be funny, either!

TikTok’s entire purpose is to keep you within the app. If they believe your content will keep their users on their app for longer, the algorithm will favor you more.


Despite how casual TikTok seems, it still requires some time and effort—especially if you want to use it as a viable marketing tool for your business. You just need to be interesting, consistent, and engaging.

Author’s Bio

JC Serrano is the founder of, one of the very few private enterprises certified to process lawyer referrals by the California State Bar. His marketing strategies have continuously evolved since 2005, incorporating ever-changing SEO strategies into