13 TikTok Tips & Tricks to Go Viral in 2023, According to HubSpot‘s Social Team + Marketing Experts
TikTok has taken the social media world by storm since its global launch in 2018. The short-form video platform now boasts over 1 billion monthly active users, making it one of the most popular apps worldwide. For brands, TikTok presents a massive opportunity to reach new audiences, especially Gen Z and Millennials.
On TikTok, anyone can go viral — even accounts with small followings. Unlike Instagram‘s curated aesthetic, TikTok favors raw, funny, and relatable content. The downside of this democratized environment is that it can be harder to stand out from the crowd.
"TikTok‘s algorithm is unique because it allows anyone to go viral, not just mega influencers," says Kelly Hendrickson, Social Media Marketing Manager at HubSpot. "But the flip side is that there‘s more competition for attention. Just putting out content isn‘t enough — you need a strategy."
To increase your odds of TikTok fame, we‘ve compiled the top tips and tricks from HubSpot‘s Social Team and other industry experts. From nailing your niche to jumping on trends, optimizing your profile to analyzing your metrics, here‘s how to make your brand go viral on TikTok in 2023.
1. Find your niche
The first step to TikTok success is defining your brand‘s niche. What unique value do you provide? What topics and content themes can you own? While experimentation is encouraged, the TikTok algorithm favors accounts that stick to a clear content pillar.
"Most of the brands doing well on TikTok focus on a specific niche, whether that‘s cleaning hacks, lip syncing, or comedy skits," says Hendrickson. "Consistency is key. If people know what to expect from your videos, they‘re more likely to follow and engage with your account."
For example, Duolingo has found massive success on TikTok by leaning into its quirky, meme-worthy brand voice. The language learning app regularly posts humorous skits featuring its mascot, Duo the Owl. By sticking to this entertaining and educational niche, Duolingo has amassed over 4.7 million TikTok followers.
2. Don‘t Delete "Flops"
When a video flops, your first instinct may be to delete it out of embarrassment. But resist the urge to erase low-performing posts! On TikTok, even "failed" videos can randomly surge in views months later.
"The TikTok algorithm is constantly resurfacing old content to new users," explains Hendrickson. "You never know when a video might hit the right audience and take off. I‘ve seen brands delete videos with low views, only for that same content to go viral later when reposted."
Instead of deleting, use your flops as an opportunity to learn. Look for patterns in your top performing vs. underperforming videos. Do certain topics, formats, or hashtags consistently outperform others? Use these insights to iterate and improve your content strategy over time.
3. Follow the best posting times
While TikTok users are active around the clock, data shows that posting at certain times tends to result in higher engagement rates. According to HubSpot‘s 2023 Social Media Trends Report, the best times to post on TikTok are:
| Day | Time |
|---|---|
| Monday | 6 AM, 10 AM, 10 PM |
| Tuesday | 2 AM, 4 AM, 9 AM |
| Wednesday | 7 AM, 8 AM, 11 PM |
| Thursday | 9 AM, 12 PM, 7 PM |
| Friday | 5 AM, 1 PM, 3 PM |
| Saturday | 11 AM, 7 PM, 8 PM |
| Sunday | 7 AM, 8 AM, 4 PM |
Of course, these are just general guidelines based on averages. Your brand‘s specific audience may be more active at different times. Use TikTok‘s Analytics tool to see when your followers are most engaged.
"Aim to post when your target audience is online and scrolling through the For You page," says Hendrickson. "But don‘t stress too much about hitting the exact right time. Consistency and quality are more important than perfectly timed posts."
4. Use Stitch to join conversations
TikTok offers several native creative tools to help remix and engage with other users‘ content. One of the most effective is the Stitch feature, which allows you to clip and incorporate up to five seconds of another person‘s video into your own.
Stitching is a great way to join trending conversations, react to relevant content, and collaborate with other TikTokers. For example, Ryanair regularly stitches tweets and customer posts to create funny and relatable videos about air travel.
"Stitching helps expose your brand to new audiences who might not be following you yet," says Hendrickson. "Look for top performing videos in your niche to stitch. But make sure you‘re adding something new to the conversation, not just copying the original."
5. Add captions for accessibility
While TikTok is a video-first platform, text still plays an important role. Many users watch TikTok videos without sound, whether they‘re in public or just mindlessly scrolling. In fact, a 2022 report from Ofcom found that 92% of TikTok users watch videos on mute.
To make sure your content is accessible and engaging for all, add captions to every video. TikTok has an auto-caption feature that makes this easy. You can also manually add text overlays to emphasize key points or add context.
Captions also improve SEO and discoverability, as TikTok indexes the text in your videos. When writing captions, include relevant keywords where natural. But avoid stuffing or forcing them, which can negatively impact the viewing experience.
6. Jump on trending audio and hashtags
Audio is a huge driver of trends and engagement on TikTok. Popular songs and sounds often spark viral video challenges and memes. Jumping on these trends by using trending audio in your own videos can significantly boost your reach and help your content land on more For You pages.
To find currently trending sounds, check TikTok‘s Discover page or browse the app‘s curated playlists. You can also use third-party tracking sites like Tokboard to see which songs are going viral.
The same concept applies for hashtags. Including relevant trending hashtags in your post captions can help the TikTok algorithm surface your videos to interested audiences. But beware tag stuffing — only use hashtags that are genuinely relevant to your video‘s theme and niche.
"My advice is to balance trending tags with more niche, industry-specific ones," says Hendrickson. "That way you can reach new people but also attract viewers who are more likely to be interested in your brand long-term."
7. Provide value with tutorials and how-tos
With its short-form, full-screen vertical format, TikTok is the perfect platform for bite-sized educational content. Tutorials, life hacks, and how-to videos tend to perform very well and rack up saves.
For example, the skincare brand CeraVe has built a strong TikTok presence by posting dermatologist-approved tips and product demos. Their most popular videos break down ingredients, debunk myths, and share application techniques.
"Think about what unique value your brand can provide based on your industry knowledge and expertise," advises Hendrickson. "Break processes down into simple steps, give quick tips, and educate viewers on topics they‘re interested in. The key is packaging your advice into short, dynamic clips."
8. Master TikTok‘s creative best practices
TikTok may have a raw, unpolished aesthetic compared to other social platforms. But that doesn‘t mean anything goes. Successful brands put thought and care into the creative elements of their videos, from lighting to composition to text overlays.
Here are some of TikTok‘s top creative best practices:
- Capture attention in the first 1-3 seconds
- Shoot vertically in 1080×1920 resolution
- Use high-contrast lighting
- Keep text minimal and easy to read
- Place captions at the center or top of the frame
- Add music and sound effects for interest
- Close with a clear CTA
"It‘s a balance between authenticity and polish," says Hendrickson. "You want your TikToks to be engaging and professional but not overly produced. Focus on telling a clear story and providing value in a visually dynamic way."
9. Optimize your profile for discoverability
Your TikTok profile is like a mini landing page for your brand. It‘s where new viewers will go to learn more about you and decide whether to follow. Optimizing your profile with clear branding and compelling information can help you attract more followers organically.
Here are some tips for an effective TikTok profile:
- Use a recognizable profile picture, like your logo
- Write a concise, keyword-rich bio explaining what you do
- Include a link to your website or a specific campaign page
- Pin your most popular or important video to the top of your grid
- Create highlight albums around key themes or products
- Add relevant business category tags
"Your TikTok bio is precious real estate," says Hendrickson. "Use it to communicate your unique value proposition and give people a reason to follow you. Adding keywords and category tags will also help your profile show up in relevant searches."
10. Analyze your metrics and iterate
One of the biggest mistakes brands make on TikTok is failing to measure their results and adapt their strategy over time. TikTok‘s built-in analytics tool provides a wealth of insights into your account performance, audience demographics, and top content.
Here are some of the most important TikTok metrics to track:
- Video views and watch time
- Profile views
- Likes, comments, and shares
- Follower growth over time
- Audience demographics
- Traffic source types
- Top territories
"Regularly checking your analytics will give you a better understanding of what content resonates most with your audience," says Hendrickson. "Look for patterns and insights you can use to optimize your strategy. For example, if you notice a lot of your followers are in a different country, you might adjust your posting times or content to better serve that market."
11. Collaborate with TikTok creators
TikTok‘s culture is all about remixing, reacting, and collaborating with other users. Dueting or stitching content from popular TikTokers in your niche is a great way to piggyback off their reach and credibility.
You can also partner with influencers and creators for sponsored content or takeovers. Identify TikTokkers who align with your brand values and have an engaged following in your target demo.
"Co-creating content with TikTok influencers can help you tap into new audiences and add credibility to your brand," says Hendrickson. "But make sure you‘re partnering with creators who are a genuine fit. Their following should overlap with your desired audience."
According to a 2022 report from eMarketer, 30.1% of US marketers planned to use TikTok for influencer marketing, up from 18.8% in 2021. As the platform matures, expect to see even more brands leveraging creator partnerships.
12. Leverage TikTok‘s paid ads
While organic content should be at the heart of your TikTok strategy, paid ads can give you a boost in reaching new audiences. TikTok offers a range of ad formats, from In-Feed Video to Branded Effects to Spark Ads.
TikTok ads have strong performance compared to other social platforms. A 2022 study by Hootsuite found that TikTok ads have an average clickthrough rate of 1.5%, compared to 0.5% on Instagram and 0.38% on Facebook.
However, TikTok ads aren‘t cheap. The minimum spend for a campaign is $500, and the cost per click can range from $0.50 to $10 depending on your targeting. Make sure to set clear goals and track your ROI before investing in paid promotion.
"Organic content should always be your foundation on TikTok," advises Hendrickson. "But if you have the budget, experimenting with paid ads can accelerate your growth and help you reach specific business objectives, like driving traffic or conversions."
13. Have fun and stay agile
Perhaps the most important tip for TikTok success is to embrace the platform‘s playful, experimental spirit. Don‘t be afraid to think outside the box, hop on wacky trends, and show your brand‘s human side. The most popular TikTok videos are often lo-fi, silly, and self-deprecating.
At the same time, stay agile and adapt your strategy based on performance. What works on TikTok can change seemingly overnight. New features, trends, and behaviors are constantly emerging. The brands that succeed are the ones that stay flexible and aren‘t afraid to pivot.
"TikTok moves at lightning speed compared to other platforms," says Hendrickson. "What‘s cool one week might be cringe the next. You have to be willing to test, learn, and adapt on the fly. Most importantly, remember to have fun with it. Don‘t take yourself too seriously. Lean into the weirdness and just create content you genuinely enjoy making."
Armed with these tips and an agile mindset, your brand will be well on its way to achieving TikTok fame in 2023 and beyond. Happy posting!
