How to use TikTok creatively

Arts and cultural organisations have long been creating innovative ways to connect with audiences, and with the rise of social media, it has become easier than ever to showcase creativity to a broad audience. One such platform that has taken the world by storm is TikTok, which allows for short-form videos that are perfect for showcasing your business in unique ways. In this article by social media expert Amrit Singh, we will explore how arts and cultural organisations can use TikTok creatively.

People appearing on TikTok screens

Understanding the algorithm

Making TikTok work for organisations and individuals requires a deep understanding of the platform and the latest trends. TikTok is driven by its algorithm, which prioritises videos with high engagement rates, such as likes, comments, shares, and views. To make it work, organisations and creatives must create content that is visually engaging, interesting, and fun to watch. They can leverage popular hashtags, participate in challenges, and collaborate with other creators to reach a wider audience.

Popular trends

The latest trends on TikTok change frequently, so it’s essential to stay up-to-date on what’s popular. One popular trend is the “draw this in your style” challenge, where artists create their interpretation of a specific character or scene. Another trend is the “before and after” video, where artists show their process from start to finish, allowing the audience to see the transformation. By participating in trends, creators can keep their content fresh and relevant, which is crucial for increasing engagement and building a loyal following.

Understanding the algorithm is critical to success on TikTok. The algorithm prioritises content that is engaging, so it’s crucial to make sure that each video has a hook that grabs the viewer’s attention in the first few seconds. Those wishing to build a profile on the platform should also optimise their videos for search engine optimisation (SEO) by using relevant hashtags, descriptive captions, and adding links to their website or other social media profiles.

Examples of popular trends include: Tutorials, How-to videos, Inspirational, Educational, Reacting to trending topics, Timelapse, Events, Behind-the-scenes, Ask me anything, news.


Good hooks

A hook is, quite simply, a piece of content that is designed to catch the eye of your audience within the first couple of seconds. Hooks enable your audience to build a relationship with your content each time it’s delivered.

A good hook needs to be intriguing, attention-grabbing, and eye-catching and it should entice the viewers to keep watching and stay till the end of the video.

  1. Tell people what your video is about using your voice.
  2. Show 1-3 seconds of a completed build or the best of a project at the start
  3. Ask an intriguing question.
  4. Experiment with sound. E.g, trending music loud bang, breaking news, clapping, car sound etc
  5. Show something famous or well known. E.g, an actor, singer, car, food etc

Engagement metrics

Analytics are also essential on TikTok. It is very important to keep track of engagement rates, reach, and followers to see what’s working and what’s not. This information can help you tweak your content strategy and improve overall performance on the platform.

To increase engagement on TikTok, try interacting with your followers by responding to comments, collaborating with other creators, and using the “duet” feature, which allows users to create videos alongside another user’s content. You should also post regularly, at least once a day, to keep your audience engaged and interested.

Growing confidence on TikTok can be challenging, but it’s essential to put yourself out there and experiment with different content formats. It’s important to remember that TikTok is a fun, informal platform, so don’t be afraid to be creative, try new things, and have fun with your content.

Growing your audience on TikTok requires a combination of factors, including posting consistently, using relevant hashtags, participating in trends, collaborating with other creators, and interacting with your followers. Don’t forget to also promote your TikTok presence on their other social media profiles, website, and email newsletters to attract new followers.


After joining TikTok, focus on building a strong presence and creating a loyal following. Once you have established yourself or organisation on the platform, explore additional ways to leverage TikTok, such as collaborating with influencers, hosting challenges, or even using TikTok to sell.

In conclusion, TikTok is an excellent platform for individuals and organisations to showcase their creativity, connect with audiences, and build a loyal following. By understanding the algorithm, staying up-to-date on trends, using SEO, taking advantage of music, analysing analytics, increasing engagement, growing confidence, and audience, users can create compelling content that resonates with viewers and drives engagement. Importantly, after joining TikTok, I would recommend users firstly focus on building a strong presence through regular posting before exploring additional ways to leverage the platform. TikTok offers endless opportunities for creativity, and the only limit is your imagination.

Examples of niche hashtags:

#learnontiktok, #askacreator, #museumtok, #artisttok, #arttok, #theatretok

About the author

Amrit Singh (@mrasingh) is a multi-award winning artist, content creator and mentor from Birmingham. With over 15 years of experience working in the design and marketing industries, Amrit has worked with top companies around the world delivering first class design, digital initiatives and has led successful campaigns. He’s the creative director at Rebel Creatives, a creative agency and training provider specialising in short-form, content production and social media.

A brown skinned man wears a turban, sitting on stage talking into a microphone

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