13 Best TikTok Tips & Tricks in 2023, According to HubSpot’s Social Team + Marketer Data

Not sure what sounds are trending right now? TikTok's Creative Center ranks the most popular music and audio clips each day. You can even filter the results by region, which is helpful if your audience is in a different location from yours.

Example: Duolingo

Duolingo is a fan favorite on the platform, especially for its funny, trendy, and sometimes chaotic videos featuring its mascot, Duo the Owl. Duo can be seen dancing to popular songs and acting in skits that incorporate popular audio clips, like in the example below.

7. Try vlog-style videos.

Vlog-style videos feel more personal and intimate — which might explain why they're so popular on TikTok.

These videos typically include multiple clips tied together with a voiceover describing the series of events. It's highly engaging and lets viewers feel like they're living in your shoes.

Example: Netflix

This example shows Netflix using the vlog style to take its audience on a journey. While most of us won't walk a red carpet in our lifetime, we can still get a peak of what the experience entails — and how our favorite actors behave off-screen. It's also a great way to showcase "behind the scenes" content.

8. Incorporate both niche and trending hashtags.

Making a TikTok is half the battle — you also need to ensure it lands in front of your audience. Hashtags are one way to get there.

Adding hashtags in your description gives your videos a better chance of being seen, allowing you to drive discoverability, build brand awareness, and extend your reach. But how can you do it?

This may sound counterintuitive, but only targeting popular hashtags is ineffective. While they command a larger audience, they're also highly competitive. On the other hand, niche hashtags have fewer people searching for them, but those who do are highly engaged and interested.

For example, #workout is a popular hashtag with over 95 billion views, but #coreworkout is more niche with a fraction of the audience.

A well-rounded hashtag strategy should include both niche and popular hashtags. Take a look at the example below.

Example: Dunkin'

Fall is just around the corner, and Dunkin' is getting everyone hyped for its seasonal menu. To get the word out, the brand incorporates a variety of hashtags to reach more people.

For instance, the video below uses #fall, a trending hashtag (15+ billion views), and #pumpkinszn, a more niche hashtag with fewer views (40+ million). By including #pumpkinszn, Dunkin' can tap into a smaller, more engaged audience.

9. Respond to comments with video.

On TikTok, almost every brand has the same goal: to connect with its audience.  Often, that connection forms in the comment section. It's where viewers go to ask questions and share opinions.

But instead of replying to a comment with text, you can now respond with another video. This allows you to dive deeper into topics, answer questions, and keep your audience coming back for more. 

Example: Glossier

When a TikTok user asked Glossier how to use one of its products, the brand didn't miss the opportunity to reply with a video explaining all the ways to use it. In doing so, the brand adds value while highlighting the product's versatility.

10. Add value with "How To" TikToks.

"How To" videos and tutorials are an easy way to provide value to TikTok viewers without sounding overly promotional. Plus, positing yourself as an expert or authority in your niche keeps your brand, products, and/or services top-of-mind for viewers.

For instance, if you're a travel brand, you could film videos of must-see attractions, restaurant recommendations, and travel tips — like the example below.

Example: Travel + Leisure

Travel + Leisure provides all the content you need to "kick your wanderlust into high gear." From hotel recommendations to photography tips, the brand has you covered, positioning itself as a gold mine of advice for the travel obsessed.

11. Leave a CTA in your description and/or comments.

Need more engagement? Sometimes, it's as simple as asking for it.

The ultimate goal of a CTA is to persuade users to do something — follow your TikTok page, visit your website, leave a comment, and so on. So ask yourself, what do I want my viewers to do? Whatever you choose, it should help you move closer to your primary goal (i.e., drive website traffic, increase brand awareness, etc.).

Your description and comment section are prime real estate for CTAs. Use this area to ask questions, encourage users to follow you, or drive traffic to your website, blog, or other social channels (ex., "More tips on my blog, link in bio!"). 

On top of that, if you're running ads, we recommend using a marketing integration tool, such as LeadsBridge, to sync all your lead data to your CRM.

Example: Fenty Beauty

In this TikTok, Fenty Beauty shows different ways to use one of its products. Then, to encourage engagement, they add a relevant question in the description that also incorporates a brand-specific hashtag ("Which #POUTSICLE look was ya fave?").

12. Add subtitles to your videos.

In 2021, TikTok became more accessible with the introduction of auto captions. Although you can manually add captions — which allows for greater flexibility to play around with text color and font — you can also use the Captions tool. With just a click, you can generate subtitles for your videos, allowing others to read or listen to your content.

Image Source

By adding subtitles, you make your videos fully accessible, which means you can reach an even wider audience. Plus, it also helps viewers who want to browse TikTok but can't turn the sound on.

Example: Formula 1

If you're into car racing, there's a good chance Formula 1's TikTok is on your radar. 
But have you ever noticed how often they add subtitles to their videos?

Take the example below, which uses colorful captions and emojis to add an extra layer of interest to the video. And if you mute your phone, you can still follow along without skipping a beat.

13. Explore top-performing videos in your niche for inspiration.

The most successful videos on TikTok are creative, out-of-the-box, and often quirky by nature. That's a tall order — which is why every brand should explore the top-performing videos in its niche for inspiration.

Start by typing keywords relating to your brand in the search bar. Then, click the filter icon and select "Most liked." This will populate TikTok videos that have gone viral using that specific keyword.

Once you've identified some top-performing videos, brainstorm ways to recreate them while adding your own spin. 

Back to You

TikTok is a quirky platform, and brands willing to get creative see the most success. If you're new to TikTok, start with the tips in this article — and give yourself room to experiment with different videos, filters, and concepts.