This presentation condense all the knowledge I cumulated building an audience of 400,000 followers over the past 3 years on TikTok. We'll cover: - Understanding TikTok, its culture, and how the algorithm works. - How to build a great profile - 20+ tactics to create engaging content and get more views - Case studies of how I successfully applied these tactics in my own viral videos.

1. How to win at

2. Tony Aubé

3. 1. Understand TikTok
• Di
ff
erence with IG & YT,
the culture, the algorithm
3 parts
2. Comment percer
• Your pro
fi
le, principles,
tactics, FAQ
3. Application
• Video Analysis, publishing demo,
publishing your video

4. Download TikTok

5. Download Descript

6. Download Capcut

7. Understanding TikTok
Understanding TikTok
Par
t
1
Understanding TikTok

8. BIG INNOVATION

9. courtes vidéos
First platform to do
public short videos

10. First platform to do
public short videos
short videos

11. =
+

12. 15 seconds
140 characters

13. Better Signal-to-Noise Ratio

14. 10:03

15. 10:03

18. First platform to do
public short videos
videos
public

19. Long
Short

20. Public
Private
Long
Short

21. Public
Private
Long
Short

22. Public
Private
Long
Short

23. Instagram
Reels
Snapchat
Spotlight
YouTube
Short

24. Instagram
Reels
Snapchat
Spotlight
👑

25. Instagram
Reels
Snapchat
Spotlight
👑
POURQUOI?

26. Understanding
the ✨Culture✨

27. ≠

28. • Entertainment
• Authenticity
• Creativity
• Community
• Lifestyle
• Corporatif
• Fake
The ✨Culture✨
• Entertainment

29. La ✨Culture✨
• Entertainment
• Authenticity
• Creativity
• Community
• Entertainment

30. Duolingo
✅ 5.5M followers
✅ 1.5M views/posts

31. What I mean
by wild:

33. Merging two trends
• 5 minutes
• Completely unrelated to Duolingo
• 7.5M views
+
World Cup Girl
Boat Trend

34. TikTok radically changes branding
and in
fl
uencer marketing

35. Your current
understanding of
branding

36. Lotus
Paralympics
Ryanair
Examples of great accounts
ScrubDaddy

37. You’re doing a good job when…

38. •Entertainment
•Authenticity
•Creativity
•Community
•Authenticity

42. •Entertainment
•Authenticity
•Creativity
•Community
•Creativity

43. TikTok best understands
the creative process

45. “Good Artists Copy,
Great Artist Steal”
— Pablo Picasso
Creativity is about
connecting the dots
— Steve Jobs

51. Unlike YouTube & Instagram,
copy and remix are essential parts
of TikTok

52. Other ways to remix
Video Reply
Duet
Stitch

53. Stitch

54. Duet

55. Duet

56. Duet

57. Duet

59. Video Reply

66. Video Reply
Duet
Stitch

68. •Entertainment
•Authenticity
•Creativity
•Community
•Community

69. The ✨Culture✨

70. Understanding
the Algorithm

71. The Algorithm
Batch 1 500

72. Batch 1
Batch 2 5000
500
The Algorithm

73. Batch 1
Batch 2
Batch 3
500
50 000
5000

77. 5
key metrics

78. 1. Follow
2. Share & Bookmark
3. Watch Time
4. Comment
5. Like

79. 1. Follow
2. Share & Bookmark
3. Watch Time
4. Comment
5. Like

80. Example: Shares

81. Example: Bookmarks

82. 1. Follow
2. Share & Bookmark
3. Watch Time
4. Comment
5. Like

83. 1. Follow
2. Share & Bookmark
3. Watch Time
4. Comment
5. Like

84. It’s one of the best part of TikTok.
Don’t underestimate comments.

85. Example: Comments

86. 1. Follow
2. Share & Bookmark
3. Watch Time
4. Comment
5. Like

87. Low Likes → Bad Idea
Low Comments → No Emotions
Low Watchtime → Bad Hook
Low Shares → Not Relatable
Low Bookmarks = No Value

88. Before publishing
Why would people…
✅ …follow my account?
✅ …share the video?
✅ …bookmark the video?
✅ …watch the video until the end or multiple times?
✅ …comment on the video?

89. How to win
at TikTok
How to win
at TikTok
How to win
at TikTok
Par
t
2

90. Your Pro
fi
le

92. Name
Description
@
Drafts
Series
Photo
Menu
IG & YT Link
Pinned Videos
LinkTree URL

93. Name & @ Name
@
• Your full name
(& family name)
• Or a unique name
• Same on every platform
• Includes your niche

94. https://namechk.com

97. • Unique
• High Quality
• Colorful
• Catchy
• Pop in people’s
noti
fi
cation
Photo

98. Un branding vous permettra
d’avoir plus d’abonnés

99. Ne pas être un
one-hit wonder

106. • Unique
• Accrochante
• Haute qualité
• Colorée
• Se démarque dans les
noti
fi
• Se démarque dans les
noti
fi
cations
Photo de pro
fi
l

107. Photo de pro
fi
l

108. • Informative
• Communicates your
personality
• Connect Instagram,
YouTube & LinkTree
Description

109. • All your links in one
page, under one URL
• Mobile friendly
LinkTree
www.tonyaube.com/
fi
nd-me
www.linktree.com

110. Your wall
• Series
• Pin your best videos
• Big visible titles
• Facial expressions
• Series
• Pin your best videos

111. • Series
• Pin your best videos
• Big visible titles
• Facial expressions
• Big visible titles
• Facial expressions
Your wall

112. Settings

113. Settings

114. Settings

115. Principles

116. Quantity > Quality

117. • 2 to 7 times per week
• Minimum once per week
• For a year
• Try multiple ideas
Post a lot to get your
fi
rst viral video

118. Don’t sweat it
Publish all your ideas, the algorithm
fi
lters the best
Low risk
Nobody cares if your TikTok
fl
op
Just post it
You can always delete it later

119. Scrappy & Crappy
Aesthetics don’t matter on TikTok

120. ~90% of your followers
come from ~5% of your
videos

122. Find your niche
To help the algorithm
fi
nd your users

123. Batch 1
500
For you
500
Followers

124. I started
with Design

125. Eventually,
you become the niche

126. Design Finance Crypto Career
Advice
Art AI Tech Travel

127. Follow & interact
with people in your niche

128. Double Down
When you
fi
nd something that works

129. @itsethankeiser

133. Your energy and passion
Is the most important

134. Frequently Asked
Questions

135. • During busy hours
• 5 to 10 PM
• In your Timezone
When should I publish?

136. Not mandatory, but helps if the
music works with the concept
Should I use trending sounds?

137. Where to
fi
nd trending sounds?
•TikTok Viral Tab
•Search
•Creative Center

140. TikTok Creative Center

141. Should I use Hashtags?
• Not mandatory
• Useful for SEO
• Use initially to help the
algorithm identify your
audience

142. 4 common
mistakes
•Too many
•Not enough
•Spammy
•Impossible to
fi
nd

143. #foryou
#fyp
#viral
#follow4follow

144. TikTok Creative Center
Trending Hashtags:

147. Follow trends?
• Sometimes!
• Attach yourself to bigger things.
• Allows people who are interested in these things
to discover you.
• Do not overdo it. Otherwise you become a
generic account that does not attract followers.

148. How do I
fi
nd trends?
Watch TikTok ;)

149. Flop! What should I do?
• Do not erase immediately
• Watch analytics
• Re-edit and re-publish

150. Repost your videos
Absolutely! But re-edit

151. The algorithm
is a bit of a lottery

153. • Duration
• Order of ideas
• Music
• Publication time
• Title
• Hook
Change:

154. Tactics

155. Tactics
3 objectives :
• Wake up and stop scrolling
• Watch the video until the end
• Encourage shares, bookmarks, and
comments

156. The hook
• The
fi
rst three seconds of your video are
critical to its success.
• A good hook stops users and wakes
them up.
• It can be a surprise, a sound,
a movement, an item, a scene,
something you say, etc.

157. Change of Voice
• Unexpected e
ff
ect that wakes
people up and makes the
video more engaging.
Audio Hook

158. Change of Voice
• Unexpected e
ff
ect that wakes
people up and makes the
video more engaging.
Audio Hook

159. Audio Hook
“The gasp”

160. Stand out

161. Stand out

162. 🤌😮💨
Stand out

163. Start with a question
• Questions are great hooks.
• Makes user want to
fi
nish the video to get the
answer to the question.

164. Delay the Answer

165. Delay the Answer

166. Captions
• Reduce cognitive load
• Allows people to watch your
video on mute

167. Add captions
in TikTok

168. Add captions
in Descript

169. Edit in
Descript

170. Edit in
Descript

171. Start with Stiches and Duet
• Building from already viral
videos
• Add something relevant
• Very easy way to get
visibility Video Reply
Duet
Stitch

172. Video Reply
• When you have feedback, answer
questions with other videos.
• The algorithm loves video
channels because it keeps people
on the platform.
• Example :

173. Duet Example

174. Stitch Example
• Very e
ff
ective
• Unrelated: A little spammy, should
be done with taste and humor.

175. Unrelated Stitch

176. Show don’t tell
• Don't say something if
you can show it.
• Be mindful of saying
something vs typing it.

177. Be mindful of where
you say what
1. Title
2. Description
3. Comment

178. Copy and Remix
• Build from already viral videos.
• Add something relevant or make
it
fi
ts your niche.
• Great way to get early visibility.

179. Reuse
Sounds

180. Reuse
Sounds

181. Re-post content from
other platforms

182. Re-post ideas from
other platforms

183. Other platforms are great
fi
lters
for already viral content

185. Embrace vertical videos

186. Pay attention
to safe areas

187. Engage the audience

188. Promote Discussion
• Ask questions, advice, tips
from your audience
• Start a debate, ask them
about their opinion
• Comments help vitality
• Video get more watch time
while people are
commenting

189. Show the human
behind the company

190. Relatable
• The more universal the idea or
emotion expressed, the more
successful it will be.
• Some of the most viral videos just
bring a spotlight on a mundane
thing everyone does.

191. “Today in social anxiety”
Understand the audience

192. Understand the audience
• Between 15 and 35 years old
• Educated, woke, left-leaning,
progressive, open-minded.
• Anxious, depressed and frustrated with
the economy, in
fl
ation, dating and
society in general.
• Chronically online

193. • Rizz = Flirt
• Cap = False, lie
• Unalive = Dead
• Corn = Porn
Reuse language
from the community
• POV = Point of view
• Mid = Bland, Bad
• W = Win
• L = Lose
• 💀😭 = Funny

194. Use the “You”
• People are self-interested.
• They’ll be more engaged in the
video if you make it about them.

195. Use the “You”
• People are self-interested.
• They’ll be more engaged in the
video if you make it about them.

196. Put too much text
• The video plays multiple time
while users read the text.
• Uses curiosity to increase
watch time.
• Have a strong facial
expression in the
background.

197. Put too much text
• Example of a channel using
this method successfully

198. Perfect Loop
• Videos on TikTok play endlessly in
loops.
• When a video ends exactly how it
started, it's called a perfect loop.
• Increases viewing time because
people watch the video multiple
times.
• Stylepoints 👌

199. Plot Twist
• Something unexpected that is
funny or surprising
• The wilder it is, the better it does
• Particularly e
ff
ective when going
against a trend

200. Add movement
• Makes a sel
fi
e video more
eye-catching and dynamic.

201. “Come Here”
Add movement

202. High Barrier to Entry

203. Interesting BG Video
• …

204. At First: Reply to ALL Comments

205. Stick to safe and child-friendly content

206. • No violence
• No bullying
• No disturbing word (e.g. suicide)
• No contest, lottery, gambling
• No sexual content
• No OnlyFans (OF, logo, etc)
Stick to safe and child-friendly content

207. In Conclusion
• Quantity > Quality
• Join the community
• Optimize for the metrics:
• Shares, Bookmarks, Watch
Time, Comments and Likes

208. Applying the
techniques
Applying the
techniques
Applying the
techniques
Parti
e
3

209. My all-time
best video

211. 8 years go
watch time!
😳

213. • Hiding the face (curiosity)
• Surprise character (plot
twist & discussion)
• Asking for suggestions
(engaging the audience)
• Doubling down
Comment j’ai fait :

214. 500k 1.8M

215. Comment j’ai fait :
• Hiding the face (curiosity)
• Surprise character (plot
twist & discussion)
• Asking for suggestions
(engaging the audience)
• Doubling down

216. Comment j’ai fait :
• Hiding the face (curiosity)
• Surprise character (plot
twist & discussion)
• Asking for suggestions
(engaging the audience)
• Doubling down

217. Comment j’ai fait :
• Hiding the face (curiosity)
• Surprise character (plot
twist & discussion)
• Asking for suggestions
(engaging the audience)
• Doubling down

218. Reviewing Videos

219. Demo!

220. Publishing
Process

221. Before publishing
Why would people…
✅ …follow my account?
✅ …share the video?
✅ …bookmark the video?
✅ …watch the video until the end or multiple times?
✅ …comment on the video?

222. This is the
golden age of video

223. (and they push them as much as possible)
All platforms support short videos

224. Process
1.
Create and
publish on TikTok
3.
Republish on other
platforms
2.
Export without
watermark

225. Max 1 minute
Ideal video length
10 minutes
90 seconds
✅ 60 seconds

226. ⚠ Don't make
this mistake!

228. Use SnapTik
To remove the
watermark
www.snaptik.app

229. Your turn

233. Thanks!
Thanks!
Thanks!

234. Questions?
Questions?
Questions?

235. hello@tonyaube.com
@aubetony
youtube.com/tonyaube
tiktok.com/@tony.aube