Make It Make Sense: A TikTok Culture Guide

TikTok is its own world. Learn how to navigate it with confidence and make your business fearless.

Welcome! You belong here.

We get it, you may not feel that way yet. TikTok is where the cool folks hang, after all. How can your business ever fit in?

The truth is, TikTok may feel intimidating at first. But with enough guidance (and only a smattering of patience), it can open a fun new world you’ve never experienced on social media before.

So strap in, take a deep breath, and join us on a journey through what-the-heck-this-all-means on TikTok.

TikTok by the numbers

  • 1B
    monthly active users¹
  • 19.6 hours
    average scroll-time per user each month²
  • 47%
    TikTok users who say they bought something they saw on the app³

No dancing required (unless you want to)

TikTok isn’t just an app for dance challenges anymore. But the depth and breadth of TikTok’s influence is often lost on many. Like, when you were vibing on sea shanties in 2021, did you know it was thanks to TikTok? Or that you can blame it for those late-night cravings induced by posts of feta pasta across every social network? If your hand experienced cramping from over-whisking coffee back in 2020, that’s because of TikTok too. And don’t even get us started on the sourdough craze that led to zero instant yeast everywhere. Even OG digital marketer and industry queen Ann Handley used a viral TikTok challenge (of all things!) to demonstrate good copywriting. 

With widespread cultural influence, rising user numbers, and massive commerce activity, it’s time to get your business on board. The good news is, TikTok’s algorithm makes it easier for small businesses to go viral or get discovered regardless of follower count or engagement rate. So whether you think your brand is TikTok-y enough or not, or whether you even feel like you have what it takes to succeed, we can bet you have a fighting chance.

Ease into TikTok with simple daily email lessons

Learn and accomplish something new each day with our 7-Day TikTok Training Camp email course, so you can start building confidence without getting overwhelmed.

Everything TikTok culture at a glance

This guide covers the many different factors that make TikTok a platform like no other—from sounds and visuals to creators, subcultures, and lingo.

Once you get a grasp on these fundamentals, you’ll begin to appreciate TikTok for what it really is: a fun new challenge and exciting opportunity for your business.

TikTok trends move FAST

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