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TikTok is a valuable tool to reach audiences all over the world. With over 2 billion downloads, TikTok quickly became one of the biggest social media platforms. It can be tricky and time-consuming to know how often to post on TikTok to put your audience engagement in a sweet spot. To help you determine the best cadence for your brand we’ve provided pointers below.

How Often Should a Brand Post on TikTok?

The general rule of thumb for TikTok posting frequency is to post engaging high-quality content as often as you can. Most brands will benefit from posting 1 to 3 times per day, but this is no hard and fast rule. Focusing on high-quality and engaging content, over quantity is the most important aspect of your posting strategy.

There are many things for brands to consider when determining a TikTok posting schedule.

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Things to Consider When Deciding How Often to Post on TikTok

As you decide on how often you should post on TikTok, provide your target audience with something to look at, expect, and be excited about. Posting high-quality content at the best time indicated in TikTok analytics, and adjusting as you go, is essential.

Quality vs quantity

Brands should only create as much content as they can without compromising quality. High quality is essential to growing an audience on TikTok or any social media platform. But there is a balance to find between quality and quantity, to stay consistent with how often you post on TikTok.

Quality videos on TikTok can be achieved by making shorter clips with a clear image, trending music, and interesting visual effects such as light, words or emojis. To get a clear image, take the time to set up your camera or phone properly to get a good angle and lighting.

Posting a couple of high-quality videos occasionally might not be enough to grow your global audience. You may need to adjust the quality to get a little more quantity. Don’t be scared to play around to find what works best for your brand.

You may also want to keep in mind the importance of engaging with your consumers on TikTok and not dedicating all your resources to creating only videos. Being an engaged brand on TikTok also plays an important part in how brands grow their audience on TikTok.

What does the data say?

The TikTok algorithm will show your content more the more you post. Frequent and consistent posts are usually rewarded by the TikTok algorithm.

According to TikTok, the algorithm is influenced by a combination of factors and recommends content based on those. User interaction (likes, shares, comments), subject, video information (captions, audio, hashtags), and device settings (location, language) are key factors to consider to reach your target audience at the right time.

Brands should monitor their TikTok analytics to find their sweet spot and determine if there is a point where posting more has diminishing returns. You must find the optimal posting schedule that pleases your brand, your audience, and your resources, as well as the algorithm. You may want to keep an eye on your overall performance of the platform until you find what works best for your brand.

Can I post too much on TikTok?

Usually, posting more than 4 times per day can be too much. There is no need to burn all your resources on making more TikTok videos, as usually more than that won’t drag any more engagement or growth to your brand. You should focus on making high-quality and engaging content for your followers.

Frequency by content type

TikTok includes a wide variety of content formats, from lip-syncing, dance routines, comedy, and sketches to recipes, tutorials, pet videos, and educational content. Vary your content on TikTok to keep your audience engaged and interested in your content. You should aim to post a mix of different types of content to stay relevant and visible on the platform while appealing to a wide audience. Your brand can experiment with new content types to discover what works best for your brand and audience and tailor your content strategy for maximum impact and engagement.

Mistakes That Can Hurt Your Brand’s TikTok, Stop Ranking and Visibility on the Platform

A strong TikTok posting strategy is important to keep your brand ranking and visible to your audience, but it can be challenging to find and keep the right balance. Overposting or underposting, posting low-quality content, and failing to follow trends can be costly mistakes that can hurt your brand on TikTok.

Overposting or underposting 

Both posting too frequently or too infrequently can harm your brand visibility on TikTok. Posting too often can cause your content to appear ‘spammy’ and annoy followers, leading to decreased engagement and visibility. On the other hand, not posting enough can cause your brand to appear inactive and lead to losing your audience’s attention and interest. The key is to post consistently at a frequency that works for your brand and audience.

Posting low-quality content

Low-quality content can cause your engagement rates to drop, leading to less visibility and ultimately harming your brand reputation on TikTok. Your brand should invest time and effort to create high-quality, high-resolution and well-formatted content that resonates with your audience’s needs while aligning with your brand values and voice.

TikTok is all about trends and challenges, and failing to keep up with them will impact your visibility and potentially cause your account to become stagnant. Your brand should make sure to stay up to date with the latest trending topics and participate in challenges that align with your brand and audience to increase your visibility and engagement rates on the platform.

Tips & Strategies to Maintain a TikTok Posting Schedule

As you get more comfortable and confident, you will get to know how to use the power of TikTok to leverage more engagement for your brand. Keep in mind that there are no magic tricks here, as every brand and audience is unique, and those tricks need to be catered to each brand’s needs and specifications. Here are some tips and strategies to get you started and keep you on the right track on how often you should post on TikTok.

Plan ahead & determine a schedule that works for your team

Creating a content schedule and planning is the best way to keep everything on track and make sure you reach your goal. Planning content outlines in batches beforehand can help relieve some of the stress of maintaining a consistent TikTok posting schedule.

Keep in mind that there is no point rushing things to get things out to post. Waiting and making better quality content will always be a better move than posting right away. Make sure to schedule time to engage properly with your audience to generate more engagement.

You can spend a day planning for the whole month, updating and adding a few things here and there as they come. A social media scheduler may also come in handy as it will automatically publish your videos at a specific date and time, that you previously set.

Finding the posting schedule that is right for your team may require some trial and error. Don’t hesitate to seek some help as a TikTok social listening service may be useful to see how things go and help you reach your goals.

Best time to post on TikTok

The best way to connect with your active users is to post at the perfect time when they are most likely to be on the platform. To get there, a good idea is to find where your primary audience is located (country & time zone). It then makes it easier to determine peak hours on the platform for your audience. Peak hours are usually in the morning when your audience wakes up (6 AM to 10 AM) and in the evening when they get ready for bed (7 PM to 11 PM), with Tuesdays, Thursdays, and Fridays usually having the highest engagement rates. 

According to a study analyzing 100,000 posts, the best times to post on TikTok (in EST) are:

  • Monday: 6 am, 10 am & 11 pm
  • Tuesday: 2 am, 4 am & 9 am
  • Wednesday: 7 am, 8 am & 11 am
  • Thursday: 9 am, 12 pm & 7 pm
  • Friday: 5 am, 1 pm & 3 pm
  • Saturday: 11 am, 7 pm & 8 pm
  • Sunday: 7 am, 8 am & 4 pm

With all that information in mind, you are fully equipped to determine the best and most efficient time to post. You can easily establish a schedule that fits with most of your audience. You might be one post away from exponentially growing your brand, since determining the best timing is a key to how brands go viral on TikTok.

Optimal video length of a TikTok video 

The optimal TikTok video length varies depending on your content and audience. However since TikTok algorithms tend to favor shorter-length videos that catch viewer attention and keep them engaged, most successful videos tend to be between 15-60 seconds long. Shorter videos are more likely to be shared and go viral, which can help increase your visibility on the platform.

The Ideal Amount of TikTok Posts for Your Brand

TikTok is becoming a trendy popular social media platform as more and more brands and consumers get on board. Establishing your optimal posting frequency can be tricky, but your hard work is likely to pay off as TikTok is an on-growing social media platform to reach consumers all over the world.

High-quality posts, consistency, and timing can have a real impact on your brand reach, outcome, and leverage in creating more growth and engagement. Keep in mind that you are likely going to need to adjust as you go to make sure you are constantly evolving with your audience.

Whether you’ve established your presence on TikTok, or are running your first campaign, ICUC helps brands scale their community for long-term engagement and loyalty. Schedule a call with us.

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