Last month, I posted every day on our TikTok channel, @inreviewmovies.
It was a challenging but rewarding experience. Here’s five key lessons I learned.
5. Pace yourself
If you’re a working adult like me, you’ll need to pace yourself. There are some days I didn’t have time to shoot videos or just wasn’t feeling it.
Other days, I was on fire and shot multiple. But I didn’t post them all at once. When I got ahead, I stayed ahead by spreading out their publication.
4. Mix timely with timeless
For an entertainment channel, you want to mix in evergeen content (videos with lasting relevance) with timely content.
A good example of this are deeper analysis videos of popular titles that have been out for years with large fanbases versus reactions to content that just published.
On our channel, we post a lot of “One Piece” content on old arcs, as well as same-day reviews of TV episodes the day they are published.
We get more immediate views from the latter — when tagged appropriately — but the former sometimes collect more views over time.
3. Comment on what’s hot
This is a great way to grow your audience and contribute to a global conversation. Know that your own TikTok feed can blind you because it only shows you what you engage with, but when you see content blowing up, you can get a slice of that.
Conversely, when a show or movie doesn’t light up the app — like a lot of recent Disney Plus Marvel shows — it’s a good sign that it’s a dud.
2. Tighten your editing and conversations
You have about two seconds to make your case to viewers on TikTok. If you can’t grab their attention, they’ll swipe away.
Think of those two seconds as your hook. You have to catch viewers’ interest and also prove to them why they should keep watching.
Don’t mince words and be efficient with your time. Your video shouldn’t have long, awkward pauses. Take advantage of the fact that TikTok lets you easily record a clip at a time and stitch them together as a full video.
This makes it easy to go from one effect to another. I mostly use a greenscreen to show people what I’m talking about.
Remember, people have short attention spans on this app, so you have to do everything you can to keep them engaged.
1. Use retention to your favor
TikTok will blow up videos that have high retention rates. It doesn’t matter if you have a small following. A video that most people watch more than 10 percent of has a good chance of getting thousands of views.
You can use this to your favor. Instead of making one long video with every point you want to make, chop them up into bite-sized clips. A 45 second video that is thoughtful and concise is an easy sell for the algorithm.
Last month, our most popular video was less than a minute long.
Final thoughts
Posting one video every day was a great exercise in getting to know how TikTok’s algorithm works and why certain content gets ignored by it while others go viral.
I encourage anyone to try it. You will grow your audience and learn what works best for you.
InReview 
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