TikTok
Content and brand
Content and brand
TikTok is a short vertical video platform where the recommendation feed (For You) decides what you see, not who you follow.
The distribution model is the defining trait: almost all reach comes from the For You feed, which recommends videos based on viewing behaviour. Followers matter less than on other platforms — a new account can get reach, and a large account can post a video that barely travels.
Advertising runs through TikTok Ads Manager. Ads that look like ordinary videos generally outperform repurposed TV or banner material. Assets are largely interchangeable with Reels, provided you review captions and audio per platform.
Tip
Create a platform-specific version of each video, without another platform's watermark or text blocks left in. That way it feels native and performs better in the recommendation feed.
Related terms
- ReelsReels are the short vertical videos on Instagram and Facebook, distributed mainly by interest rather than by who follows you.
- InstagramInstagram is Meta's image-led social platform, combining short video (Reels), stories and posts in one app.
- EngagementEngagement is the interaction on your content: comments, saves, shares, watch time and clicks — a signal that people actually do something with your post.