Module 3: TikTok Content Strategy & Algorithm

Alright, let’s talk TikTok. I know some of you might be hesitant about this platform. Maybe you think you’re too old for TikTok, or it’s just for dancing teenagers, or you don’t want to be on camera.

I get it. But here’s the reality: TikTok is one of the most powerful platforms for organic reach right now. Fashion content performs incredibly well there. And you don’t have to dance or do anything that feels inauthentic to you.

Let me show you how to use TikTok in a way that feels good and actually works for your fashion brand.

Why TikTok Is Different (and Why That Matters)

TikTok operates fundamentally differently than Instagram:

On Instagram: Your content is mostly seen by people who already follow you. Growing reach organically is slow.

On TikTok: Your content is shown to people who DON’T follow you first. The For You Page (FYP) is how most people discover content. You can post your first video ever and reach thousands of people.

This means TikTok is a discovery engine. It’s built to help new creators get seen. That’s huge for small fashion brands trying to grow.

Understanding the TikTok Algorithm

TikTok’s algorithm is actually pretty straightforward once you understand it:

How it works:

When you post a video, TikTok shows it to a small batch of people (usually a few hundred) who might be interested based on:

  • The sounds, hashtags, and captions you used
  • What type of content it recognizes in your video
  • Your previous content (if you’ve posted before)

    • TikTok watches how this initial group responds:

  • Do they watch the whole video?
  • Do they like, comment, or share?
  • Do they rewatch it?
  • Do they click on your profile?

    • If the video performs well with this small group, TikTok shows it to a bigger group. If it performs well there, it goes to an even bigger group. This can continue until your video has millions of views.

    If it doesn’t perform well, TikTok stops showing it.

    What this means for you:

    The first 3 seconds are crucial: You need to hook people immediately or they’ll scroll past, and TikTok will think your video isn’t interesting.

    Completion rate matters most: Videos that people watch all the way through (or rewatch) get pushed to more people. Keep your videos concise and engaging start to finish.

    Engagement signals interest: Likes, comments, and shares tell TikTok people like your content.

    Every video is a fresh start: Unlike Instagram where your reach depends heavily on your follower count, each TikTok starts from zero and can go viral regardless of how many followers you have.

    What Kind of Content Works on TikTok for Fashion Brands

    Let’s get specific about content that performs well:

    1. Educational content

    “How to” videos, styling tips, fashion education

    Examples:

  • “How to tell if jeans actually fit you properly”
  • “3 outfit formulas every woman should know”
  • “What to wear to a wedding as a guest (without upstaging the bride)”
  • “How to style oversized clothes without looking frumpy”

    • Why it works: People come to TikTok to learn things. If you teach them something useful, they’ll watch, engage, and follow for more.

    2. Behind-the-scenes content

    Showing your creative process, your studio, how you make things

    Examples:

  • “Come with me to pack orders for my small business”
  • “Designing a dress from sketch to sample”
  • “A day in the life of a fashion designer”
  • “The reality of running a fashion brand (not glamorous)”

    • Why it works: People are fascinated by creative processes and love seeing the human side of businesses.

    3. Transformation content

    Before/after, process videos, glow-ups

    Examples:

  • “Watch this fabric transform into a dress” (time-lapse)
  • “Styling the same piece 3 different ways”
  • “I tried on my designs from most to least popular”
  • Before/after of organizing your studio or workspace

    • Why it works: Transformations are inherently satisfying to watch. The format naturally keeps people watching to see the result.

    4. Storytelling

    Sharing your brand story, customer stories, challenges you’ve overcome

    Examples:

  • “Why I started my brand (it’s not what you think)”
  • “The biggest mistake I made in my first year”
  • “This customer’s message made me cry”
  • “When I almost quit designing”

    • Why it works: Authentic stories create emotional connection. TikTok audiences love real, vulnerable content.

    5. Trend participation

    Using trending sounds and formats but making them relevant to your brand

    Examples:

  • Using a trending audio about “little treats” to show yourself buying fabric
  • Doing the “I’m looking for a man in finance” trend but making it about looking for the perfect fabric supplier
  • Any trending format adapted to show your products or process

    • Why it works: Trending sounds get algorithmic boosts. When you use them cleverly for your niche, you tap into existing momentum.

    6. Hot takes and opinions

    Your perspective on fashion, sustainability, trends

    Examples:

  • “Unpopular opinion: fast fashion isn’t the root problem”
  • “Can we stop pretending [common trend] is flattering on everyone?”
  • “Things nobody tells you about ethical fashion”
  • “Fashion industry secrets designers won’t say out loud”

    • Why it works: Opinions spark conversation. Comments = engagement = algorithm boost. Just make sure your takes are thoughtful, not just contrarian for attention.

    7. Product showcase (but make it interesting)

    Showing your products in an engaging way

    Examples:

  • “POV: You just got your package from [your brand]” (showing unboxing experience)
  • “This dress has a secret…” (revealing special design features)
  • “Trying on every piece from my new collection” (honest reactions)
  • “I asked my followers which piece to make next and they chose THIS”

    • Why it works: Product content works when it’s entertaining or informative, not when it’s just a straight catalog shot.

    How to Structure a TikTok Video

    Here’s a formula that consistently works:

    Hook (first 1-3 seconds):

  • Text overlay with an attention-grabbing statement
  • Or start mid-action to create curiosity
  • Or ask a question that makes people want to stay for the answer

    • Examples:

  • “The styling mistake everyone makes with dresses…”
  • “Watch me pack a $300 order” (starting with you already packing)
  • “Can you tell which one is $20 and which is $200?”

    • Value/Entertainment (middle):

  • Deliver on the promise of your hook
  • Keep it moving—no dead air or slow moments
  • Use text overlays to add context
  • Make every second count

    • Payoff/CTA (end):

  • Give them the answer or reveal
  • Include a subtle call-to-action
  • End with something that might make them rewatch or check your profile

    • Example: “Follow for more styling tips” or “Link in bio to shop” or “Comment if you want to see more”

    Technical Specs for TikTok Videos

    Length: 15-60 seconds is the sweet spot. TikTok allows up to 10 minutes, but shorter videos generally perform better because they’re easier to watch all the way through.

    Format: Vertical video (9:16 ratio). Film on your phone in portrait mode.

    Quality: Clear video and audio. You don’t need professional equipment, but your video should be well-lit and the audio should be clear (or use trending sounds).

    Captions: Always add captions/text overlays. Many people watch without sound.

    Editing: Keep it snappy. Use cuts, transitions, and text to maintain energy.

    Using Trending Sounds

    Trending sounds give your videos an algorithmic boost, but you have to use them smartly.

    How to find trending sounds:

  • Browse your For You Page and note which sounds you hear repeatedly
  • Go to TikTok Creative Center (creativecentercenter.tiktok.com) for trending sounds in your region
  • Look for sounds marked with an upward arrow next to them (indicates trending)

    • How to use them:

  • Download the sound by favoriting videos that use it, then selecting it when creating your video
  • Make sure the sound actually fits your content. Don’t force it just because it’s trending
  • Act fast—trends move quickly on TikTok

    • When to use original audio vs. trending sounds:

  • Use trending sounds for maximum reach
  • Use original audio when you’re talking to the camera or explaining something (your voice IS the content)
  • Some videos work better with your voice narrating, even if reach might be slightly lower

    • The TikTok Posting Strategy

    How often to post:
    Ideally, post 1-2 times per day if you can sustain it. Minimum 4-5 times per week.

    TikTok rewards consistency and frequency more than Instagram does. The more videos you post, the more chances you have for one to take off.

    When to post:
    Unlike Instagram, timing matters less on TikTok because the FYP algorithm can push your video hours or even days after posting. That said, general good times are:

  • Morning (7-9am): People’s commute
  • Lunch (12-2pm): Midday break
  • Evening (7-10pm): After-work scrolling

    • But honestly, just post when you can be consistent.

    Creating a Content Batch

    Here’s how to create a week’s worth of TikToks efficiently:

    Set aside 2-3 hours for filming:

  • Set up your phone on a tripod or propped up
  • Film 5-7 video ideas back-to-back
  • Don’t overthink it—you can fix things in editing

    • Spend 30-60 minutes editing:

  • Use TikTok’s built-in editor or CapCut (free app)
  • Add text overlays, trim clips, add sounds
  • Save as drafts

    • Schedule or post throughout the week:

  • Post one per day
  • Engage with comments as they come in

    • What to Film With

    You don’t need fancy equipment:

  • Your smartphone is perfect
  • A phone tripod ($10-20) helps for hands-free filming
  • A ring light (optional, $20-30) helps if you’re filming in low light
  • Natural lighting by a window is often best

    • That’s it. TikTok audiences actually prefer content that looks native to the platform over overly polished, professional-looking videos.

    Text Overlays and Captions

    Text overlays are crucial on TikTok. Here’s how to use them effectively:

    Use text to:

  • Hook viewers immediately (“Wait for it…” or “This changed everything”)
  • Explain what’s happening without narration
  • Add humor or personality
  • Emphasize key points
  • Guide viewers through steps

    • Best practices:

  • Keep text short and readable: 5-10 words per screen max
  • Use large, bold fonts: TikTok’s text tool has good options
  • Place text in the center: Avoid the top and bottom where UI elements might cover it
  • Time your text: Make sure text appears when it’s relevant, not too early or late
  • Use colors that contrast: White text on dark backgrounds, dark text on light backgrounds

    • Always add captions/subtitles: Many people watch on mute. TikTok has an auto-caption feature—use it, then edit any mistakes.

    Hashtag Strategy for TikTok

    TikTok hashtags work differently than Instagram:

    Use only 3-5 hashtags: More than that looks spammy and doesn’t help.

    Mix specificity levels:

  • 1-2 specific hashtags (#sustainablefashiondesigner)
  • 1-2 broader hashtags (#fashiontok #smallbusiness)
  • 1 trending or campaign hashtag if relevant (#fyp is overused but some people still include it)

    • Don’t overthink it: On TikTok, the content itself matters more than hashtags. The algorithm “reads” your video and shows it to relevant audiences regardless of hashtags.

    Good hashtag examples for fashion brands:

  • #fashiondesigner
  • #sustainablefashion
  • #smallbusinessowner
  • #fashiontok
  • #stylingtips
  • #ethicalfashion
  • #fashionbrand
  • Your specific niche (#linendress #handmadejewelry)

    • Engaging with Your TikTok Community

    Engagement matters on TikTok, but differently than Instagram:

    Respond to comments quickly: The first hour after posting is crucial. Respond to comments to boost engagement signals.

    Create follow-up videos: If a comment gets a lot of likes, make a video responding to it. Use the “reply with video” feature. This often performs well because people are already interested in that question.

    Duet and Stitch: These features let you interact with other people’s content. Use them sparingly but strategically—duetting with a customer or stitching with relevant content can expand your reach.

    Engage with your niche: Like and comment on videos in your niche. This helps TikTok understand what you’re about and can lead to followers finding you.

    Don’t be overly promotional in comments: If you comment on others’ videos, be genuine and helpful, not “Check out my brand!”

    Common TikTok Mistakes Fashion Brands Make

    Treating TikTok like Instagram: TikTok needs its own strategy. What works on Instagram often doesn’t translate.

    Being too polished: Overly produced, “perfect” content often underperforms. TikTok audiences want authenticity.

    Not hooking in the first second: If your video starts slowly, people scroll immediately and your video dies.

    Posting sporadically: TikTok rewards consistency. Posting once a week won’t give you momentum.

    Never being on camera: While you can succeed without showing your face, it’s much harder. People connect with people.

    Using TikTok like a catalog: Just posting products without entertainment or education value doesn’t work.

    Ignoring trends entirely: You don’t have to do every trend, but completely ignoring them means missing algorithmic boosts.

    Giving up too soon: Your first 10-20 videos probably won’t go viral. That’s normal. Keep going.

    Understanding Your TikTok Analytics

    Go to your profile → menu → Creator tools → Analytics

    Key metrics to watch:

    Video views: How many times your video was watched. High views relative to your follower count means the algorithm is pushing it.

    Average watch time: What percentage of your video do people watch? Aim for 80%+ completion rate.

    Watch full video: What percentage watched to the end? This is gold—high completion rates signal quality content.

    Likes, comments, shares: Standard engagement metrics. Shares are particularly valuable.

    Profile views: How many people clicked through to see your profile after watching your video?

    Follower growth: Are your views converting to follows?

    Traffic source: Where are people finding your videos? (FYP, Following, Sound, Hashtag)

    Look for patterns:

  • Which videos kept people watching longest?
  • Which videos drove the most profile visits?
  • What content topics resonate most?
  • What time of day do your videos perform best?

    • The “Golden Hour”

    The first 1-2 hours after posting are crucial. TikTok is testing your video with that initial batch of viewers.

    During this time:

  • Be available to respond to comments
  • Engage with other content in your niche
  • Share your video to your Instagram Stories or other platforms to give it an initial boost

    • This early engagement can help push your video to more people.

    When a Video Goes Viral

    If you post a video and it suddenly takes off, here’s what to do:

    Respond to comments actively: Keep the engagement going.

    Pin a comment: Pin a comment directing people to your link or explaining more about your brand.

    Create follow-up content: Make more videos on the same topic or responding to comments from the viral video.

    Update your bio: Make sure your bio clearly explains what you do and includes your website link.

    Check your DMs: People might be inquiring about products.

    Don’t immediately post something completely different: If a styling tip video went viral, post more styling content to capitalize on the momentum.

    Don’t expect every video to go viral: One viral video doesn’t guarantee ongoing viral success. But it does bring new followers who you can now nurture.

    The Reality Check About TikTok

    Let me be honest: TikTok can feel overwhelming. The platform moves fast. Trends change quickly. Your first videos probably won’t get many views.

    Here’s what’s realistic:

    Months 1-2: You’re learning what works. Most videos might get 200-500 views. That’s normal.

    Months 3-4: You start understanding the platform better. Some videos break 1,000-5,000 views. You gain followers slowly.

    Months 5-6: You hit your stride. Videos more consistently reach 5,000-20,000 views. Follower growth picks up.

    Months 6+: Occasional videos break 50,000+ views. You have a loyal following who engages consistently.

    This timeline varies, but the point is: TikTok growth takes consistency over time. Don’t expect overnight success.

    Repurposing TikTok Content

    The beautiful thing about TikTok videos: you can repurpose them everywhere.

    One TikTok video can become:

  • An Instagram Reel (literally just repost it)
  • Multiple Instagram Stories (cut it into segments)
  • A YouTube Short (same vertical format)
  • A Pinterest Idea Pin (if it’s educational or inspirational)
  • Content for your email newsletter (“In case you missed it on TikTok…”)

Create once, distribute everywhere. This makes your content creation so much more efficient.

TikTok Without Showing Your Face

If you’re really not comfortable on camera, you can still succeed on TikTok with:

Voiceover videos: You narrate over footage of your products, process, or hands working.

Text-only videos: Use compelling text overlays with trending sounds and product footage.

POV content: “POV: You just ordered from a sustainable fashion brand” (showing packaging, products, etc. without your face).

Process videos: Close-ups of your hands sewing, designing, packaging.

Styling videos: Showing outfits on a mannequin or flat lays with text explanations.

It’s doable, but understand that face-to-camera content generally performs better because humans connect with humans. If you can push yourself to try it, even occasionally, it will help your growth.

Your TikTok Action Plan

This week:

1. If you don’t have a TikTok account yet, create one: Set up a business account with a clear bio and link to your website.

2. Spend 30 minutes on the For You Page: Get a feel for what’s trending and what content resonates with you.

3. Film 3-5 simple videos: Don’t overthink it. Film yourself talking about your process, showing a product, or sharing a quick tip.

4. Post your first video (or if you’ve already posted, post consistently this week): Remember, your first videos are practice. They don’t have to be perfect.

5. Engage with fashion and small business content: Like, comment, and learn from others in your niche.

TikTok has incredible potential for organic growth. It rewards creators who show up consistently with authentic, engaging content. Yes, it takes effort. Yes, it can feel uncomfortable at first. But the payoff—reaching thousands of potential customers without spending a dollar on ads—is worth it.

In the next module, we’ll talk specifically about using TikTok trends strategically and how to actually grow your following there.

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