What I’ve learned after posting TikToks for 4 years

1. Be Different

This sounds obvious, but most people still copy each other. Whether you’re a reporter, creator, or editor — don’t talk like everyone else.
Audiences remember people, not titles.

2. Series > One-offs

Repeatable content is easier to make and better for the viewer. Some easy formats:

• Laws you didn’t know were being voted on

• Weather FAQs (especially during storms)

• Flashback or historical series

3. Hooks Must Be < 3 Seconds

If your hook sounds like TV news, people scroll.
Short and casual wins. This took me a while to get right, but once it clicks, writing them becomes second nature.

4. Use Act 3 First

The best format?
Start with a tease of the ending (Act 3), then show the beginning and middle. Wrap with a full payoff.

• Hook = Tease of Act 3

• Middle = Acts 1 + 2

• End = Act 3 (with the twist or full story)

5. Captions Matter More Than You Think

TikTok is now a search engine. Use your caption like a YouTube title.
Keep it one sentence, full of keywords.

Example:
KJ Jefferson looked like a top transfer in 2024, but things fell apart at UCF.

Simple, searchable, and clear.

6. Views Aren’t the Goal

Going viral isn’t the point. These three things matter more:

• Shares + Saves = TikTok boosts your reach

• Search tags = If you get enough traffic, TikTok adds keywords to your video

• Profile clicks = Good videos make people want to know who you are

Set up your profile to answer:
Who are you? What do you do? What’s your thing?