TikTok Webinar: Best Practices and Integration Recommendations

In Fall 2024, TikTok arrived to True Anthem, allowing publishers to seamlessly integrate the platform into their existing social media strategy.

Following the launch, members of the True Anthem Customer Strategy and Insights team sat down to share details on the new integration and provide a list of 10 strategy tips for publishers getting started on TikTok.  

Check out the strategy tips below and download the slides from the webinar at the bottom of this page. 

As of August 2026, True Anthem now supports TikTok Link Anchoring. This feature lets you attach a clickable link directly to a video, giving viewers a way to jump straight from your TikTok content to the full story on your site. 

Read more about Link Anchoring here. 

Breaking through the noise on social media is no small feat, especially on a fast-moving, video-first platform like TikTok. Whether you’re trying to build brand awareness or reach a younger demographic, we're here to help with a quick breakdown of key takeaways and strategies for publishers looking to experiment on the platform.

Should Your Brand Be on TikTok?

Before diving in, it’s worth evaluating whether TikTok aligns with your overall goals:

• Engagement & Audience Growth: If your primary focus is video views, engagement, and connecting with younger audiences (86% of Gen Z is on TikTok!), it’s a great fit.
• Driving Web Traffic: If your sole goal is driving heavy traffic back to your website, TikTok may not fully replace other channels, even with new link tools becoming available.
• Resource Readiness: Do you have the capacity to produce short-form, creative video content?
• Target Audience: Ensure your target demographic matches TikTok's strong Gen Z and youth presence.

Key Strategies for Success

1. Understanding Success Dynamics & Posting Volume

On TikTok, performance is often sporadic rather than progressive. It’s completely normal for one video to hit a million views while the next few reach only a couple thousand. Don’t let a low-performing post discourage you. Unlike on some other platforms, an underperforming post doesn’t penalize your future reach.

2. Time Your Posts for Your Audience

Publish before your audience reaches its peak online availability. Posting right before the "zenith" allows the algorithm time to test your content as activity builds.

3. Smart Hashtag Usage

Hashtags aid in discoverability and trend alignment, but quality beats quantity:

• Recommended Count: Aim for 3–5 targeted hashtags per post.
• Niche vs. Broad: Niche hashtags (e.g., #cocktailtips) offer better traction and direct reach compared to ultra-broad tags like #food.
• What to Avoid: Skip generic tags like #fyp or #foryou, and avoid tagging irrelevant trending topics.

4. Optimize Your Profile Page

Unlike on other platforms, TikTok users frequently visit profile pages to explore past videos.

• Pinned Videos: Feature up to three key videos (top performers, timely news, or series intros) at the top of your page.
• Playlists: Accounts with over 10k followers can group related videos into playlists for easy binge-watching.

5. TikTok-First Formatting & Hooking Viewers

• Dimensions: Aim to crop and format videos natively in vertical format (9:16), though it is worth experimenting with other formats. 
• People-First: Direct-to-camera (DTC) content with a human host generally outperforms videos without a clear presenter.
• Start in the Middle: Skip long intros and jump straight into the action. A strong hook keeps viewers watching, and seamless video loops encourage algorithm-boosting replays.

6. Balance Timely and Evergreen Content

While trending topics offer quick bursts of visibility, evergreen content is the core growth engine for long-term relevance. On TikTok, older evergreen videos can randomly pick up traction, even months after being posted.

Finding Your Starting Point

Adopting every tactic right away isn't always feasible with limited resources. Start where your team is comfortable and scale up as you grow:

1. Level 1: Straight vertical clips of existing video content.
2. Level 2: Vertical clips with built-in captions and basic editing.
3. Level 3: Custom direct-to-camera (DTC) videos with an on-screen host.
4. Level 4: Fully custom, "social-first" trend-focused content designed specifically to engage younger audiences.