How to Grow on TikTok in 2025 (According to Science)

TL;DR

Post longer videos for more views on TikTok.

Transcript

Hello, hello, and welcome back to the freelance Friday podcast today. I want to talk about Tik TOK specifically. We've got some new data from our friends over at Metro cool about which post formats work best on Tik TOK, how long your Tik TOK videos should be account sizes, engagement rates, And so, so much more. So I want to dive into this report f... Read More

Key Insights

• Longer TikTok videos, between two to five minutes, receive the highest average views, indicating a preference for value-driven content.
• Larger TikTok accounts post almost daily, but not multiple times per day, debunking the myth of needing excessive posting.
• Personal accounts tend to have higher engagement rates than professional accounts, suggesting more authentic interaction.
• The majority of TikTok video discovery happens through the 'For You' page, emphasizing the importance of algorithmic reach.
• Trending audio is not a significant factor in video discovery, challenging the common advice to rely on trending sounds.
• Engagement rates for carousels are higher than videos, suggesting an opportunity for diverse content formats.
• SEO plays a crucial role for smaller accounts, with search accounting for a significant portion of their video discovery.
• Posting times matter, with late nights and early mornings being peak times for TikTok engagement.

Questions & Answers

Q: How often should you post on TikTok to grow your account?

According to Metricool's study, larger TikTok accounts post almost daily, averaging around 6-7 times per week, but not multiple times per day. This challenges the common belief that excessive posting is necessary for growth. Consistent, quality content is more important than sheer quantity, especially for building a loyal audience.

Q: What is the optimal video length for TikTok in 2025?

The Metricool study indicates that videos between two to five minutes receive the highest average views on TikTok. This suggests a trend towards more value-driven content, where viewers prefer engaging with in-depth videos rather than shorter, snappy clips. Longer videos allow creators to provide more substantial and meaningful content.

Q: How does the type of TikTok account affect engagement rates?

Personal TikTok accounts typically have higher engagement rates compared to professional accounts. This is likely due to the more authentic and relatable nature of personal content, which resonates better with audiences. However, professional accounts offer additional features that may be beneficial for businesses despite slightly lower engagement.

Q: What role does the 'For You' page play in TikTok video discovery?

The 'For You' page is crucial for video discovery on TikTok, as it accounts for the majority of views across all account sizes. It is an algorithm-driven feed that showcases content based on user behavior and interests, making it a vital component for reaching new audiences and gaining visibility on the platform.

Q: Is using trending audio still effective for TikTok growth?

Trending audio accounts for a very small percentage of video discovery on TikTok, around 0.03%. While it can enhance video appeal, relying solely on trending sounds is not an effective strategy for growth. Instead, creators should focus on delivering valuable content and building a community to achieve sustained engagement.

Q: What are the best times to post on TikTok for maximum engagement?

According to Metricool's data, the best times to post on TikTok are late at night or early in the morning, particularly around 3 AM on Saturdays and early Monday mornings. These times likely capture audiences who are scrolling late at night or early in the day, providing higher engagement opportunities.

Q: How do carousels perform compared to videos on TikTok?

Carousels on TikTok generally receive higher engagement rates than videos. This is because they offer multiple pieces of content within a single post, increasing the likelihood of user interaction. Creators are encouraged to experiment with carousels as they can engage viewers with diverse content and potentially boost overall engagement.

Q: How important is SEO for smaller TikTok accounts?

SEO is crucial for smaller TikTok accounts, as search accounts for a significant portion of their video discovery. By optimizing content with relevant keywords in titles, captions, and thumbnails, smaller accounts can enhance their visibility and attract more viewers, compensating for the lack of followers and direct engagement.

Summary & Key Takeaways

• The podcast discusses strategies for growing on TikTok in 2025, based on a report by Metricool. Key findings include the importance of posting longer videos for higher engagement and the role of the 'For You' page in video discovery. The report also highlights the benefits of using diverse content formats like carousels.

• Metricool's report reveals that personal TikTok accounts generally have higher engagement than professional ones. It challenges the reliance on trending audio for growth, emphasizing the value of genuine content. Insights suggest focusing on community building and using SEO effectively, especially for smaller accounts.

• The best times to post on TikTok are late at night or early in the morning, according to Metricool's data. The study recommends utilizing all TikTok formats, including carousels, which have higher engagement rates. Overall, the focus should be on delivering value through content, rather than relying solely on algorithmic hacks.