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Building a TikTok Content Strategy in 2023

By Corey C. Walker

TikTok has exploded in popularity over the past few years, with over 1 billion monthly active users in 2023. It's a platform that's particularly popular with younger audiences, but it’s audience has grown to reach older populations rapidly. If you're looking to use TikTok as part of your content marketing strategy, there are a few key things you'll need to consider.

First and foremost, it's important to understand the platform and its unique features. TikTok is all about short-form, creative videos that are typically set to music or some other form of trending audio. It's a platform that's designed for experimentation and fun, so you'll want to be creative and think outside the box when creating content.

One key feature of TikTok is the use of hashtags. These are used to categorize and discover content on the platform, and they're a great way to get your content in front of a wider audience. When crafting a content strategy for TikTok, be sure to think about the hashtags you'll use and how you can use them effectively.

It's also important to keep in mind the type of content that performs well on TikTok. For example, videos that are humorous or entertaining tend to do well on the platform, as do those that offer valuable information or tips. You'll want to consider the type of content that aligns with your brand and resonates with your target audience, and then create content that fits within these parameters.

Another key aspect of a successful TikTok content strategy is consistency. You'll want to post content on a regular basis to keep your followers engaged and to attract new ones. This doesn't necessarily mean you need to post multiple times a day, but it does mean you should have a regular posting schedule that your audience can count on.

Finally, be sure to interact with your followers and other users on the platform. TikTok is a social platform, and building relationships with your followers is a key part of building a successful presence on the platform. This can involve responding to comments, liking and commenting on other users' content, and generally being an active and engaged member of the TikTok community.

Overall, a successful TikTok content strategy requires creativity, consistency, and a willingness to engage with your audience. By keeping these things in mind, you can use TikTok to reach and connect with a wider audience and grow your brand.

Corey Walker is the co-author of Instagram for Dummies, and Instagram for Business for Dummies. Corey is available for 1:1 consultations, podcast appearances, and special projects. Contact her at

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