Like any social media platform, do your research before you dive head-first into content creation. At 41% of users aged between 16-24, TikTok’s demographic is younger than many other social platforms. TikTok’s unique style is not catered to a formal or super professional video. Most users on the app are taking videos on their phones, experimenting with trends, acting silly and testing out filters and yes, often lip-syncing songs and dancing. While silly videos are widely popular, it’s important to stay true to your brand. If creating viral memes aren’t your business’ strength, don’t try. Stick to content that fits your brand, keeping it informal and fun. The Washington Post is a good example of this, turning headline stories into short, reader friendly clips for TikTok users.