How to Create a Winning TikTok Strategy in 2026: The Complete Guide for Australian Small Business

Quick Answer: The 2026 TikTok Strategy Framework

A winning TikTok strategy in 2026 requires three elements: (1) consistent short-form content (15-60 seconds) showing authentic expertise or behind-the-scenes, (2) algorithmic understanding (posting for engagement, not followers), and (3) strategic use of trending sounds and hashtags without forcing them. For Australian small businesses, this means building audience trust through relatability rather than polish, then converting engaged viewers through strategic CTAs to email lists or shop links. Most businesses fail because they treat TikTok like Instagram or Facebook—it's not. TikTok rewards authenticity, consistency, and genuine value over pretty graphics.

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Why TikTok Matters for Your Business (Even if You Think It Doesn't)

The Reality Check:

TikTok now has 1.5+ billion active users globally, and Australia's TikTok audience skews older than you think. It's not just Gen Z anymore—35-55 year old Australians are now the fastest-growing TikTok demographic.

More importantly: TikTok's algorithm is ruthlessly meritocratic. It doesn't care about your follower count, blue checkmark, or paid ads. A brand new account with one great video can get 100K views while an established account with 50K followers gets 2K views.

This is your unfair advantage. You don't need years of audience-building. You need to understand the algorithm.

Why TikTok beats other platforms for small business:

• Algorithmic reach: LinkedIn, Instagram, and Facebook show content primarily to existing followers. TikTok shows new content to random people first, then measures engagement. Better engagement = wider reach
• No follower paywall: On Instagram, 1000 followers get you 50-100 views. On TikTok, 10 followers can get you 5000 views if the algorithm likes it
• Lower competition: Most Australian small businesses haven't figured out TikTok yet. Your competition is weak
• Engaged audience: TikTok users spend more time per session than any platform. They're deep in the attention economy
• Trend access: TikTok's trend lifecycle is 2-4 weeks. You can jump on trends fast and get massive reach before they're saturated

The catch: TikTok requires consistency. One viral video doesn't build a business. You need a system.

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The 2026 TikTok Algorithm: What Actually Gets Views

Most TikTok advice is outdated. Let's be clear about what 2026 actually rewards:

How the TikTok Algorithm Works (Real Version)

Stage 1: The Initial Push (First 3 hours) When you post, TikTok shows your video to a small random sample (200-500 people). It measures:

• Watch time (how long they watch)
• Replays (do they watch it twice?)
• Engagement rate (likes, comments, shares relative to views)
• Shares (the most valuable signal)

Stage 2: Wider Distribution (3-24 hours) Based on Stage 1 performance, TikTok decides: "This is getting good engagement. Show it to more people."

It shows your video to 1000-5000 more people. Same measurements apply.

Stage 3: Viral or Not (24-48 hours) If engagement is strong, it pushes to 10K-100K+ people. If engagement is weak, it caps at 5K views and moves on.

Critical insight: The algorithm cares about engagement rate (engagement ÷ views), not absolute numbers. A 1000-view video with 100 likes outperforms a 10K-view video with 150 likes.

What TikTok Algorithm Signals Mean

Signal	Weight	What It Means
Watch time	⭐⭐⭐⭐⭐	How long people watch before swiping. Higher = more valuable
Replays	⭐⭐⭐⭐	People rewatching shows it's memorable or useful
Shares	⭐⭐⭐⭐⭐	The #1 ranking signal. Means your content is valuable
Comments	⭐⭐⭐	Engagement, but less valuable than shares
Likes	⭐⭐	Important, but easiest to game. Less valuable than other signals
Follower count	⭐	Almost irrelevant to initial distribution
Click-through rate	⭐⭐⭐⭐	If you have a link in bio, TikTok tracks clicks. This matters
Completion rate	⭐⭐⭐⭐⭐	Watching the whole video. Critical for short videos

The implication: You should optimize for shares and watch time, not followers and likes.

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The TikTok Content Framework That Works in 2026

Most businesses create content in this order:

1. Make a video about their product/service
2. Post it
3. Hope people care

Winning businesses in 2026 create content in this order:

1. Identify what their audience actually wants to learn
2. Create content that solves a problem or entertains
3. Position the business as the natural solution

The 80/20 Content Mix

80% of your content should be:

• Educational (teaching something useful)
• Entertaining (making people laugh or smile)
• Behind-the-scenes (showing real business/real people)

20% of your content can be:

• Promotional (selling something)
• Product showcases
• Direct CTAs

Most businesses flip this (20% value, 80% promotion) then wonder why they get no engagement.

The Five Content Pillars for Small Business

Build your TikTok strategy around these five pillars. Post content from each pillar, rotating through them:

Pillar 1: "Expert Quickly" (15-30 seconds) Share one specific insight about your industry that people don't know.

Examples:

• "The real reason your Instagram isn't growing (it's not the algorithm)"
• "Why most small businesses waste money on Google Ads"
• "The mistake every new TikTok creator makes"

Why it works: People come to TikTok to learn quickly. You're giving them learning in bite-sized form.

Pillar 2: "Behind-the-Scenes" (30-45 seconds) Show your actual business. Real people, real workspace, real process.

Examples:

• Day in the life of your business
• How you create content
• Real customer story
• Process video (how you make/do your thing)

Why it works: Authenticity is TikTok's currency. Polished brands lose. Real people win.

Pillar 3: "Trend Hijacking" (15-30 seconds) Take a trending sound or format and apply it to your business.

Examples:

• Trending audio with your business angle
• Popular video format (e.g., "let me show you what I do wrong") with your twist
• Meme format adapted for your industry

Why it works: Trending content gets algorithmic boost. You're borrowing that boost.

Pillar 4: "Problem/Solution" (30-60 seconds) Show a common problem your customers face, then show the solution.

Examples:

• "If you're doing THIS on social media, you're wasting time"
• "Here's what people get wrong about email marketing"
• "Stop doing these 3 things if you want to rank on Google"

Why it works: Problem/solution format is deeply engaging. People stop scrolling to see the answer.

Pillar 5: "Value Bomb" (45-90 seconds) Share genuine useful information. No fluff, just value.

Examples:

• Step-by-step guide to something useful
• Tool recommendation with honest review
• Strategy breakdown that solves a real problem

Why it works: People come to TikTok to learn and be entertained. Value bombs get shared.

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The 2026 TikTok Strategy: Step-by-Step

Step 1: Define Your Niche (Do This First)

The biggest mistake: trying to appeal to everyone.

TikTok rewards niche expertise. You're competing against 1000s of creators. You win by being the most useful for one specific audience.

Define your niche:

Who are you creating content for?

• Not: "Australian small business owners"
• Yes: "Female hairdressers in Australia struggling to get local clients"

What one problem do you solve for them?

• Not: "digital marketing help"
• Yes: "getting consistent local customers without paid ads"

What's your unique angle?

• Not: "social media tips"
• Yes: "how to use TikTok to book appointments (without being salesy)"

Why this matters: Niche content gets higher engagement rates because it's directly useful to a specific group. Higher engagement = algorithmic push.

Step 2: Research What Your Audience Actually Wants

Don't guess. Research.

Where to research:

• TikTok search bar: Type your niche, see what autocompletes. These are actual searches
• Competitor accounts: Find 5-10 creators in your space. What videos get the most engagement?
• YouTube comments: Search your niche on YouTube, read comments. What questions do people ask?
• Reddit: Find relevant subreddits. What problems do people mention repeatedly?
• Google search: What questions show up in "People also ask"?

Create a content list: Before filming anything, list 20 video ideas based on your research. Don't post yet.

Step 3: Set Up Your TikTok Account for Conversion

Most businesses set up TikTok then ignore the conversion setup.

Profile optimization:

• Username: Make it findable. Use keywords if possible (e.g., @MarketingTipsAUS vs. @RandomBusiness)
• Bio: Clear and specific. "Digital marketing for Australian salons" beats "Digital marketing expert"
• Profile pic: Professional but approachable. Not a logo, you (a person)
• Link in bio: This matters. Use a link aggregator (Linktree, Later, etc.) or direct to your most important page

Bio example that works: "🎯 Help Australian small business get customers without paid ads 📧 Join 2000+ who get weekly tips → [link to email signup]"

Enable all conversion features:

• Website link enabled? ✅
• Direct messages enabled? ✅
• Shop feature set up (if selling)? ✅
• Email collection via link in bio? ✅

Step 4: Create Your Content System (The Secret Ingredient)

One-off videos don't build momentum. A system does.

The 20 Minute Marketing TikTok Content System:

Batch creation (once per week, takes 2-3 hours):

1. Choose 5 content ideas (one from each pillar)
2. Film all 5 videos in one session (don't edit between videos—momentum matters)
3. Use your phone (phone videos outperform heavily edited videos)
4. Aim for natural audio or trending sounds (no heavy music)

Why batching works:

• You get in the flow
• Consistency signals to algorithm
• You're not stressed about "what to post today"
• You can create 1 month of content in 3 hours

Posting schedule:

• Post 4-5 times per week (consistency matters for algorithm)
• Best times: 6-9am and 6-11pm (when people scroll)
• Space posts 12+ hours apart

Example weekly rotation:

• Monday: Expert Quickly
• Wednesday: Behind-the-Scenes
• Friday: Trend Hijacking
• Saturday: Problem/Solution
• Monday: Value Bomb

Step 5: Optimize Videos for TikTok Algorithm

During filming:

• Vertical format (9:16 aspect ratio)
• Hook within 1 second (the first frame decides if people watch or swipe)
• Keep watch time 15-90 seconds (sweet spot)
• Use trending sounds (not just any music—use currently trending audio)
• Natural lighting (phone camera in natural light > fancy camera in bad light)

The hook that works:

• Start with a statement that makes people curious
• Visual hook + verbal hook together
• Examples:
  • "I spent $5000 on Google Ads. Here's what I learned" (curiosity hook)
  • "Stop wasting money on social media" (contrarian hook)
  • "This TikTok mistake is costing you customers" (fear/benefit hook)

Captions and text:

• Use on-screen text for key points (helps with watch time)
• Captions help accessibility and watch time
• Use text overlays for value content

Step 6: Leverage Trending Sounds (The Algorithmic Shortcut)

Trending sounds get an algorithmic boost. Use them.

How to find trending sounds:

1. Open TikTok Discover (For You page)
2. Tap any video with trending audio
3. Tap the sound name at bottom
4. See how many videos use it (if 100K+, it's trending)
5. Use that sound with your business angle

Important: Don't force it. The trend + your angle should be natural.

❌ Forced example:

• Trending sound: "This is how we do it"
• Bad use: Random dance, then mention your course

✅ Natural example:

• Trending sound: "This is how we do it"
• Good use: Show your actual business process using that rhythm

Step 7: Convert Engagement to Business Results

Getting views is step 1. Converting views to customers is step 2.

The conversion funnel:

TikTok Views → TikTok Engagement (Comments, Shares)

• Respond to every comment in first hour (signals to algorithm, builds community)
• Reply with video comments (more engaging than text)
• Ask questions that encourage comments

TikTok Engagement → Email List (Your Real Asset)

• Link in bio to email signup
• Mention email list in videos: "Join 2000+ getting tips every week"
• Offer lead magnet (free guide, checklist, template)

Email List → Customers

• Email weekly (consistency)
• Mix value and promotion (80/20 rule again)
• Direct from email to your service/product

Example conversion video: "Getting traction on TikTok but not sure what to do next? I created a guide for converting TikTok viewers into email subscribers. [Link in bio]"

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Common TikTok Mistakes (Don't Make These)

Mistake 1: Treating TikTok Like Instagram

Instagram rewards curated, polished content. TikTok rewards authentic, sometimes imperfect content.

❌ Wrong: Highly edited, filter-heavy, perfectly lit videos ✅ Right: Phone camera, natural lighting, real people talking

Mistake 2: Obsessing Over Follower Count

TikTok's algorithm doesn't care about followers. It cares about engagement rate.

❌ Wrong: "I only have 200 followers, so I can't get views" ✅ Right: A 200-follower account with high engagement rate gets pushed to millions

Mistake 3: Posting Inconsistently

Sporadic posting signals to algorithm that your account isn't active. Consistency matters.

❌ Wrong: Post 5 times one week, then nothing for 2 weeks ✅ Right: Post 4-5 times every week, same times

Mistake 4: Being Too Promotional

80% of your content should be value. 20% should be promotion.

❌ Wrong: All videos are "sign up for my course" or "buy my product" ✅ Right: Share tips, behind-the-scenes, value—occasionally mention your offer

Mistake 5: Ignoring Trending Sounds

Trending sounds get algorithmic boost. Ignoring them means competing without the boost.

❌ Wrong: Only use music you like ✅ Right: Use trending audio + your business angle

Mistake 6: Not Engaging With Comments

Comments are signals to algorithm. Responding to comments increases engagement.

❌ Wrong: Post and ignore comments ✅ Right: Respond to every comment in first hour with video replies

Mistake 7: Expecting Overnight Success

TikTok compounds. First 10 videos might get 200 views each. Video 20 might get 5000 views. Video 50 might go viral.

❌ Wrong: Post 3 videos, see low views, quit ✅ Right: Post consistently for 3 months, track what works, double down

Mistake 8: Bad Hooks

If your first 1 second doesn't hook people, they swipe. Doesn't matter how good the rest is.

❌ Wrong: Slow intro, "Hi everyone, today I want to talk about..." ✅ Right: Immediate hook, "Stop wasting money on this"

Mistake 9: Ignoring Analytics

TikTok gives you data. Use it.

Track:

• Watch time by video
• Completion rate (how many watch to end)
• Engagement rate (engagement ÷ views)
• Click-through rate (if you have link in bio)
• Traffic from TikTok to your website/email

Optimize: Double down on videos that get 30%+ engagement rate. Understand why they work.

Mistake 10: Not Having a Conversion Plan

Getting 100K views means nothing if zero people become customers.

❌ Wrong: "I got 100K views!" (but no email signups or sales) ✅ Right: "I got 100K views and converted 500 to my email list"

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TikTok Strategy Timeline: What to Expect

Weeks 1-4: The Setup Phase

• Define niche and audience
• Research 20 content ideas
• Set up account for conversion
• Create and post 20 videos (4-5/week)
• Expected views: 100-1000 per video

Weeks 5-8: The Learning Phase

• Track what works (analyze engagement rates)
• Double down on high-engagement content
• Refine hooks and formatting
• Post 20 more videos
• Expected views: 500-5000 per video (one or two might exceed this)

Weeks 9-12: The Growth Phase

• Algorithm starting to recognize patterns
• 1-2 videos per month might hit 10K+ views
• Audience quality improving (more relevant followers)
• Post 20 more videos
• Expected views: 2000-10000 per video

Months 4-6: The Momentum Phase

• Regular videos hitting 10K+ views
• Occasional videos hitting 50K+ views
• Consistent email signups from TikTok
• By month 6: 5000-20000 followers
• Expected views: 5000-50000 per video

After 6 months:

• Establish pattern of what content works
• Optimize heavily around winners
• Start seeing measurable business impact (customers from TikTok)
• Consider paid ads to boost winning videos

Reality check: Most businesses see ZERO business impact in first 3 months. Patience required.

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Advanced TikTok Strategy (Month 6+)

Once you have traction, these moves compound results:

1. Paid Ad Amplification

• Identify your 10 best-performing organic videos (50K+ views)
• Run TikTok ads to push them further
• Cost: $500-2000 to get 100K+ additional views
• ROI: If 1% of 100K views become email signups, that's 1000 signups

2. TikTok Shop Integration (If Selling Products)

• Link directly from videos to product
• TikTok handles checkout (frictionless)
• Track sales directly from TikTok

3. Creator Fund (Not Recommended Yet)

• TikTok pays for views (about $0.002-0.004 per view)
• Need 10K followers + 100K views last month to join
• Not worth it early (focus on email/customers, not TikTok payments)

4. Collaborate With Other Creators

• Find creators in your niche with 10K-100K followers
• Propose collaboration
• Builds audience cross-pollination

5. TikTok Live

• Once you have 1000+ followers, go live weekly
• Live videos get boosted in algorithm
• Direct engagement with audience
• Convert viewers to email list in real-time

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Industry-Specific TikTok Strategies

If You're a Service Business (Consultants, Agencies, Freelancers)

Focus on: Behind-the-scenes, expert quickly, problem/solution Goals: Email signups, discovery calls, consulting customers Conversion: Email → consultation → customer

Example creators to study: Neil Patel (marketing), Amy Porterfield (online courses)

If You're a Local Business (Salon, Restaurant, Plumber, etc.)

Focus on: Behind-the-scenes, transformation before/after, trending sounds Goals: Foot traffic, local visibility, bookings Conversion: TikTok → Google Business Profile → Booking

Example creators to study: Local restaurants and salons with viral TikToks (search "restaurant TikTok," find what works)

If You're an E-Commerce Business

Focus on: Product showcases, unboxing, trending sounds, problem/solution Goals: Traffic to shop, direct sales, email signups Conversion: TikTok → Shop → Email for repeat customers

Example creators to study: Fashion and beauty brands on TikTok (@analauramac, @beautifulhalo)

If You're a Coach or Educator

Focus on: Expert quickly, value bombs, transformation stories, problem/solution Goals: Email signups, course sales, community building Conversion: TikTok → Email → Course/Coaching

Example creators to study: Business coaches on TikTok, entrepreneurs sharing insights

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The TikTok Strategy Checklist

Before you start, use this checklist:

Account Setup:

• [ ] Username is clear and keyword-relevant
• [ ] Bio is specific to your niche
• [ ] Profile picture is professional and recognizable
• [ ] Link in bio points to email signup or key landing page
• [ ] All conversion features enabled (messages, shop, etc.)

Content System:

• [ ] Identified your niche and specific audience
• [ ] Researched 20 content ideas
• [ ] Defined your 5 content pillars
• [ ] Created batching system (filming multiple videos at once)
• [ ] Set posting schedule (4-5 times per week)

First 20 Videos:

• [ ] Hook in first 1 second
• [ ] Use trending sounds
• [ ] Vertical format (9:16)
• [ ] 15-90 second length
• [ ] Call-to-action (link in bio, email signup, etc.)
• [ ] Caption/text overlay for key points

Ongoing Optimization:

• [ ] Track analytics weekly
• [ ] Identify top 20% of videos
• [ ] Understand why they work
• [ ] Double down on winning formats
• [ ] Engage with comments in first hour
• [ ] Adjust based on data

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TikTok Tools That Help

You don't need fancy tools, but these help:

Free:

• TikTok Studio: Analytics and planning (if you have 1000+ followers)
• CapCut: Free video editing, built for TikTok format
• Linktree: Link aggregator (free version)

Paid ($10-50/month):

• Later: Content calendar + scheduling
• Buffer: Social media scheduling
• TubeBuddy: Analytics and optimization

Don't waste money on:

• Expensive video editing software (CapCut does what you need)
• TikTok growth services (they're scams)
• Premium templates (free TikTok trends are better)

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Measuring TikTok Success (Beyond Vanity Metrics)

Don't measure success by followers. Measure by business impact.

Vanity metrics (ignore these):

• Follower count
• Total views
• Likes

Real metrics (track these):

• Engagement rate (engagement ÷ views) — target: 5-15%
• Traffic to email signup (from TikTok)
• Email subscribers acquired from TikTok
• Customers from TikTok (track with UTM parameters)
• Average order value (if e-commerce)
• Cost per acquisition via TikTok

Example dashboard:

• Video 1: 5000 views, 800 engagements = 16% engagement rate, 50 email signups
• Video 2: 10000 views, 200 engagements = 2% engagement rate, 5 email signups

Conclusion: Video 1 is better even though it has fewer total views. Higher engagement rate, more email signups.

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TikTok Strategy vs. Other Platforms: When to Use TikTok

Use TikTok if:

• You can commit to 4-5 posts per week for 3+ months
• Your audience includes people under 55 (increasingly broad)
• You want to reach new people (not just existing followers)
• You can show real people/authenticity
• You're willing to follow trends and keep content timely

Don't use TikTok if:

• You can only post once per week (algorithm needs consistency)
• Your audience is exclusively 60+
• You can't show any authenticity (fully corporate brand)
• Your product/service has no visual element

Best practice: Use TikTok alongside other platforms.

• TikTok → Email list (your real asset)
• Email list → Instagram, LinkedIn, your website (where you own the audience)

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Getting Started: Your First 30 Days

Week 1:

• Set up account (profile, bio, link in bio)
• Research 20 content ideas
• Identify trending sounds in your niche

Week 2:

• Film 5 videos (one batching session)
• Post 4-5 of them (one per day, staggered)
• Respond to all comments

Week 3:

• Analyze what worked (which videos got highest engagement rate)
• Film 5 more videos (repeat winners + test new ideas)
• Post 4-5 times

Week 4:

• Identify pattern in top performers
• Film 5 more videos (lean into winners)
• Post 4-5 times
• Calculate: How many email signups did TikTok drive?

By end of month 1:

• 20 videos posted
• Data on what works
• First email signups from TikTok
• Foundation for long-term strategy

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Final Reality Check

The truth about TikTok in 2026:

✅ It works: The algorithm is fair. Creators without big followings can succeed.

⚠️ It requires consistency: One viral video doesn't build a business. You need a system.

⚠️ It takes time: Real traction takes 3-6 months minimum. Most give up at month 2.

✅ It converts: TikTok viewers are engaged. They become email subscribers and customers.

✅ It's not saturated: Most Australian small businesses haven't figured it out yet. Your competition is weak.

The winning strategy: Commit to 3 months. Post consistently. Track what works. Double down.

One TikTok video won't make your business. A system of consistent, strategic TikTok videos absolutely will.

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Next Steps

1. Set up your account (today, 30 minutes)
2. Research 20 content ideas (today, 1 hour)
3. Film your first 5 videos (this week, 2 hours)
4. Post consistently (4-5 per week for 3 months)
5. Track what works (weekly, 15 minutes)
6. Build your email list (measure TikTok success by signups, not views)

Want a system for this?

20 Minute Marketing's Social Media Marketing course includes a complete TikTok module with:

• Pre-made content templates (fill-in-the-blank video scripts)
• Batching system (how to film a month of content in 3 hours)
• Trending sounds library (updated monthly)
• Conversion optimization (turning TikTok views into email subscribers)
• Community support (ask questions, get feedback on videos)

[Explore Social Media Mastery →]

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TikTok Strategy FAQ

Q: How many followers before TikTok is worth my time? A: You don't need followers to get views. The algorithm shows content to random people first. Start now.

Q: Is it too late to start TikTok? A: Absolutely not. TikTok rewards new creators. Your lack of followers is actually an advantage.

Q: How long until I see business results? A: 3-6 months of consistent posting before meaningful business impact (customers, not just views).

Q: Should I post daily? A: 4-5 times per week is optimal. Daily posting burns you out; less frequent doesn't build momentum.

Q: Do I need to be on camera? A: Not necessarily (animations, screen recordings, product videos work). But faces perform better.

Q: Should I use hashtags? A: Yes, 3-5 relevant hashtags. But hashtags are secondary to algorithm signals (watch time, engagement).

Q: Can I schedule TikTok videos? A: Yes, via TikTok Creator Studio or third-party tools. Organic reach is slightly lower for scheduled videos, but it's worth it for consistency.

Q: What if a video flops? A: It happens to everyone. Post the next one. You're learning. Eventually you identify patterns.

Q: Should I buy TikTok followers? A: No. Fake followers tank your engagement rate, which tanks the algorithm. All organic.

Q: How do I turn TikTok views into customers? A: Link in bio → email signup → email nurture → sales. Don't expect direct sales from TikTok.

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Last updated: January 2026 | Strategy reflects current TikTok algorithm and audience behavior