Welcome to Your Content Should Sell, a newsletter that only gives you practicals about how to create content for your brand.

Hello to all 966 smart marketers, founders, creators, and my mom!Football is back, which is usually the only time I watch commercials on TV.I might be more excited about the commercials than the games, to be honest.If you are new here, welcome!

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There are a lot of gurus talking about TikTok with authority and creating rules on how you should create or start an account.

All of these "gurus" all say the same thing.

They see another guru say something, so they make a video saying that same information slightly different.

So misinformation spreads fast that it is hard to know what is true.

I am not a guru, but I have seen great success with our clients doing UNCONVENTIONAL things that goes against what the gurus say.

First off, you can't really understand the algorithm (more on that later).

Two, there might be a brand that you might be envious of that might have a very different business and product than you, so you shouldn't compare.

Third, take the best practices you hear that isn't coming from TikTok with a grain of salt.

Now that I got those three items off my chest, I want to give you a different vantage point on TikTok strategy so that you can formulate your own opinions and ideas.

1. Keep your videos up on your account

I was talking to a brand owner about their TikTok account, and they said that they would take them down and repost because the videos didn't perform well right away.

They were even restarting their account.

Why?

Because some person creating content for them told them that.

There is no data backed on this helping, and TikTok has never come out saying that is a best practice.

Funny enough, here are two videos from Blume that have gained over 100k views within the last week or two, and these videos were posted MONTHS ago.

Here is another video from Halfday that had gone viral days after being posted and then two months later over this past weekend alone picked up another 40k views.

TikTok wants to give people great content - that is their product.

As a person's interest changes or shifts, so does the content they see on the algorithm.If a new person becomes interested in your vertical, your content will be pushed to them.

If it is a good video, the new viewer will like it and maybe even share it for more new people to watch.

If you take down videos, you don't give the algorithm a chance to keep serving your videos.

Also, if someone comes onto your profile and you have a library of content for them to watch, you can easily build a relationship with the viewer to become a customer.

If you constantly delete videos because they didn't get views, then you are missing the opportunity to build community and educate viewers on TikTok.

A video getting 100k views months later shows that the algorithm is impossible to predict.

2. Reply to your replies

Replying to your replies not only helps to build community, but it helps push your video.

The algorithm is a bunch of complicated math problems, but to simplify it, the more engagement on a video, the more the algorithm views this as a good piece of content.

If you reply to your comments, you get double the number of comments on the video, which means this will help push the video more.

Beyond just this simple tip, you can take it one step further.

You can reply to comments via video, creating great content that engages the viewers.

Here is a video that we created responding to comments and questions from our video that went viral.

Especially if the question is a frequently asked question, you could create a series answering FAQs and then when a new viewer comes onto your profiles they can quickly watch through the FAQs.

If you go back to tip #1 and stop thinking about views and start thinking about building a catalog of educational videos, you will find that your account will become stronger.

3. Focus on quality before you scale

One crazy statement that is made by the "gurus" is that you have to post multiple times a day, every single day.

TikTok has come out to say that is not true.

TikTok doesn't care about quantity - they care about quality.

The higher quality videos keep people entertained and wanting to stay on the platform, and that is what TikTok cares about.

Especially if you are just starting out, instead of stressing out about a video a day, start with quality first.

It is always easier to scale the amount once you have a creation system, good messaging, and proven video concepts.

We have seen that at Halfday, we are very successful on this channel without posting every single day.

We have focused more on dialing in what works and our creation system. Now that we have those figured out, we can scale up our production in the coming months.

I write this content because I hate seeing brands getting burned by ridiculous claims from people who aren't actually building brand content.

I rarely sell on these emails but if you are interested in how my team can help you, we have two more spots open.Just reply here and we can start a conversation.

Keep creating!

Matthew GattozziPS. I was interviewed on MegaMinds Podcast, which just went live yesterday!

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