How Does TikTok Work: A Beginner's Guide to the App in 2025

Are you new to TikTok? It can be a bit of a daunting place if you haven't used the social media platform before. After all, there is a lot going on here, with around 16,000 videos uploaded every minute. That's right – every minute.

TikTok's USP is that it does short-form, bite-sized content really, really well. Users spend almost an hour on TikTok each day despite there being a 55% bounce rate on the platform. The constant feed of videos and an industry-leading algorithm means the platform keeps users hooked for longer.

If you're totally new to TikTok and want to learn about the app before you get posting then this guide will show you the ropes. We'll walk you through the platform, its history, and what you can do here. We'll explore how to upload and edit TikTok videos, how videos go viral, and ways to monetize your profile.

In this guide:

This is the ultimate TikTok guide for anyone who is new to the platform. If you have used TikTok before then we recommend this TikTok marketing guide for social media managers.

What is TikTok?

There’s a lot to learn about TikTok, so let’s start with the basics. TikTok, like other social media platforms, is a place for people to share content and connect. It’s also a space for brands to push their marketing material, sell products, and grow their audience.

However, the big difference between TikTok and other sites like Instagram, Facebook, and X is that this platform is totally dedicated to videos.

TikTok is the ultimate video sharing app. It has nailed short form video content, where users rarely put out anything longer than a minute.

It began to get popular shortly after its launch in 2016 when viral dances and other challenges became all the rage. Users loved how authentic TikTok content was. They shared videos and replicated the latest viral challenges.

This has created an entire community that looks to share, replicate, and improve on other users’ videos.

Of course, TikTok isn’t just for fun – many businesses and influencers use it for marketing too. It’s a powerful platform for reaching audiences in a creative, and often more authentic, way than other social media platforms.

How does TikTok work?

At its core, TikTok is just a platform for hosting and sharing videos. In reality, though, it’s much, much more than that. TikTok is a huge community of various influencers, brands, and ordinary people who engage with each other on the platform.

Video is the primary focus but TikTok users can also chat to each other, share media, buy things, create viral trends, and have loads more fun. TikTok is a place for creative freedom, where you’re almost guaranteed to find a like-minded community.

TikTok works by showing you videos from the main page in your app. This video stream never ends. You can flick to the next video if you’re bored with one, or interact with a video that you like.

Making a video is, of course, really easy. All you have to do is:

  1. Tap the “+” buttonChoose your video length
  2. Hit record and get filming
  3. Add effects, text, or music
  4. Post it for others to see

Making a video is actually a small part of TikTok. Most people watch. TikTok’s secret sauce is its algorithm, which figures out what you enjoy watching and keeps serving up more. This is why many users spend almost an hour on the platform each day.

Remember, TikTok is a social network, so you can follow other users, like videos, and leave comments. The more you interact, the better TikTok gets at showing you things you’ll love.

From a brand’s point of view, the aim is to have users engage with your content and share videos with others. That way your content reaches new audiences and, if you hit the jackpot, goes viral. Engagement metrics are crucial for understanding how well your content performs and how it resonates with the audience.

History of TikTok

TikTok has been around for a good while now but many newcomers still see it as one of the newest social media platforms out there.

It all began in 2016 when ByteDance, a Chinese tech company, launched the app Douyin. A year later, they introduced TikTok for international markets.

TikTok was a small platform back then and there were only a few ways to go viral on the app. However, that began to change when it merged with another short-video sharing app Musical.ly. TikTok's user base skyrocketed and the platform began to grow.

By 2020, TikTok had become a global phenomenon. Its growth coincided with COVID-19 lockdowns around the world, when people suddenly had a lot of time on their hands. Users loved being able to detach from the reality of their lives and share funny videos on the platform. It became a rare creative outlet during the pandemic.

By 2021 TikTok had over 1 billion active users and it is now one of the most downloaded apps worldwide.

Like with many other social media apps, its core audience is youngsters aged between 16 and 24. As time goes on, that demographic might shift and get older – much like Facebook and Instagram in recent years.

However, it's likely that TikTok will continue to evolve. It has expanded its video length limits and added new features to keep users engaged. In doing so, it's kept ahead of Facebook, Instagram, and X when it comes to sharable content.

Of course, the platform is also a really useful marketing tool for brands and influencers. It speaks directly to audiences and customers, while the shop option has transformed how brands sell online. It's fair to say TikTok is here to stay.

Creating engaging TikTok videos

TikTok’s biggest selling point is its never-ending reel of videos and an algorithm that knows exactly what each individual user wants. If you enjoy one cat video, then prepare for 15 more to follow, often featuring trending sounds.

Engagement is what the app is all about – and both brands and influencers work hard to ensure their audiences stay engaged.

We’ll look at how you make a TikTok video within the app, and the process of uploading videos that you’ve shot and edited before. Both live and pre-shot videos have their value.

What you need to know about TikTok videos

Before we look at these two video content types, there are a few things worth knowing about.

The first is this: there's an audience for everyone. TikTok permits all video types (so long as they don't breach their content rules) so that means you can post educational videos, lip-syncing performances, dance challenges, comedy skits, product reviews, or anything else you're interested in.

You can then get creative and add music, effects, filters, and text to enhance your videos. Throw in a few hashtags and interact with your audience when they comment. Soon you'll be on your way to higher engagement.

Remember TikTok rewards creativity and originality, so feel free to experiment. But, once you nail a video type that works, do it again and again – audiences love repeat trends.

If you want to get instant success then make sure your videos are interesting from the start. We're talking within the first three seconds. If a viewer isn't interested by then, they'll simply swipe away to something else.

In-app TikTok video editing and effects

Now let's look at how you post videos from in-app footage. These short videos are great when you're just getting started. The app's filming and editing features are free and you can use your phone's camera to shoot in real time.

Simply tap the plus button to create a post and you'll see options for recording and editing.

Shoot your video and save it. After that, you'll be able to add effects. This is where you can get far more creative than if you were filming a video on Instagram Reels or Facebook Stories.

To add effects, tap the "Effects" button at the bottom of the camera screen. You can preview and apply fun filters, animations, and graphics to spice up your video. Some brands and influencers get really, really creative here and spend hours crafting a perfect original video. Others give their content a "light touch" and rely on its authentic feel to get attention.

Popular effects include green screen backgrounds, makeup filters, screenshots, and talking over another video recording.

For editing, TikTok provides several handy features:

  • Trim and adjust clip lengths
  • Rearrange video segments
  • Add text overlays and stickers
  • Apply transitions between clips
  • Adjust speed (slow-mo or fast forward)

Adding background music or sounds is really important too. Often it's the audio component of videos – not the visual – that goes viral. You can jump on an audio trend and make a big impact from a single video.

Don't worry if you're new to video editing. TikTok's interface is user-friendly and it allows you to easily create polished short-form content. There's also no rush. Once you've shot your video it's there to play with for as long as you need.

While most TikToks are 15 seconds to a minute long, you can now create videos up to 10 minutes in length. This gives you more room for creativity, whether you're making quick entertainment or longer tutorials.

Uploading and sharing your own video

While TikTok allows users to create content within the app, you can also shoot and edit videos before uploading them to your profile. Brands often do this as they require more video editing features than those available within the app.

If you're new to TikTok then it's definitely worth considering this option, as you may feel you can have more control over your edits on software you're more comfortable with.

If you want to share pre-edited or longer videos, simply follow these steps:

  1. Open the TikTok app and tap the "+" sign at the bottom of the screen
  2. Choose to or upload your video from your device (you'll need to have it saved on your device, of course)
  3. Select the video from your gallery and it will be uploaded onto the app

From here, you can start making further edits. You might not need to change the video itself, but you should add various metadata into your upload to ensure it achieves maximum reach.

This data includes things like:

  • Picking a cover image that grabs the attention of audiences, rather than just a randomized screenshot of your video
  • Add a catchy caption and relevant hashtags to enable the TikTok algorithm to push your video further
  • Choose who can see your video, before public, friends, and private. You'll probably want to go public if you're a brand
  • Decide if you want to allow comments, duets, or stitchesWhen you're happy with everything, hit the "Post" button. Your video will appear on your TikTok account and in your followers' feeds.

It will also appear in other places via the algorithm. That's why it's important to include metadata in your posts.

Remember, the more you post, the more you'll learn what works for you and your audience. So get out there and start sharing your videos!

Creating a TikTok content strategy

Brands and influencers need to think hard about their strategy when it comes to TikTok. There's a lot of competition out there but the benefits of nailing your own content are huge.

If you're starting from scratch, you'll need to develop a strategy based on good research. Use a tool like Brandwatch to look at your target audience, find what they like, and see what they're talking about.

The aim of any TikTok strategy is to create content that aligns with your audience before developing it to seek out new viewers. This way you can go viral and maintain a growing level of interest in your account and brand.

TikTok strategy tips

As you create your strategy, it's worth knowing these tips:

  • Post consistently and aim for between one and three videos per day. One daily post is a good starting point for new brandsUse trending sounds and hashtags, and don't be afraid to join the conversation. There'll always be a new trend if you get one slightly wrong
  • Participate in popular challenges and challenge other brands to compete too
  • Show your authentic self, perhaps through behind-the-scenes videos or highlighting your amusing brand fails
  • Use a tool like Brandwatch to oversee all your TikTok content and extract vital data to help inform your future strategy decisions

It's also important to understand and respect TikTok's algorithm. The app promotes content based on user engagement, not follower count. This means even accounts with few followers can go viral.

Building a TikTok community

Brands and influencers need to create a strong community, in order to elevate their videos and get them trending as soon as possible. This can naturally lead to a wider reach, which in turn can result in more engagement, more sales, etc.

Of course, a community also helps you deliver impact. So, if you're a charity or an account with a social cause, then you can make a real difference here simply by building your audience base.

How do you do this? Well, the biggest thing is to be authentic. Users follow accounts that they believe in – whether it's a message they agree with, a lifestyle they aspire to, or something else. There needs to be a positive connection between your content and your community.

You need to ensure your videos are engaging and worth watching too. But that's the same for all TikTok content. No one will ever advise you to create boring videos.

Remember, building a community takes time. Be patient and keep creating content you're passionate about. Your authentic voice will attract like-minded followers.

Using TikTok for business

The most successful TikTok accounts usually have a community behind them. While the algorithm doesn't champion videos based on followers, it's a lot easier to go viral when you have a head start from your active community.

Businesses don't need to be doing dance challenges and funny videos every day. Instead, there's a space for talking about your product and service. Many people sell via TikTok and spend most of their time focusing on their products. Others seek to become influencers within their industry and drive users to their website or other platforms.

If you're using TikTok for business then make sure you set up a business account. It's free and you can either switch your personal account or create a new one specifically for your brand. Once you're set up, you'll have access to TikTok's analytics tools and features.

Of course, if you really want to achieve success in TikTok marketing then it's worth investing in a social media management tool like Brandwatch. This way you can create, post, monitor, and assess your entire TikTok presence.

Monetizing on TikTok

Plenty of brands and influencers have made a lot of money from TikTok's popularity. The app launched the Creator Rewards Program to help those with large followings earn an income. TikTok takes a small fee from anything you sell, while you can also advertise on the platform.

If you plan to join the Creator Rewards Program and monetize your account then you'll need to meet TikTok's four core requirements:

Originality – TikTok likes "quality content unique to the creator" that highlights "their point of view or creative thought process"

Play duration – Clear and engaging content is prioritized over video volume

Search value – Content that aligns with what TikTok called "in demand search topics"

Audience engagement – Likes, comments, and shares

You also need to hit these metrics on the social media platform:

  • Have at least 10,000 followers
  • Have earned 100,000+ video views in the last 30 days
  • Individuals need to be aged 18 or older
  • Have complete profile with contact info
  • Link to a personal account "in good standing"

Use the TikTok Creator Marketplace

If you're a brand then you can connect with influencers via the Creator Marketplace and strike up paid partnerships. This can be a great way for new brands to enter the social media app and make a splash.

Small businesses can get really good value from relationships with local micro-influencers

Just remember that building a large following takes time and effort. Focus on creating content you're passionate about, and the monetization opportunities may follow.

How to go viral on TikTok

TikTok is littered with viral trends that have to start somewhere – so why can't that "somewhere" be your account? It is possible to go viral on TikTok, even if you're a small brand or not an influencer.

There's no hidden secret to doing this but TikTok's algorithm is designed to highlight top-performing content. The best way to go viral, then, is to get people immediately engaged in your videos.

How do you do this? By focusing on the first three seconds of each video. You need to start with something that will keep people watching. Lip syncing videos with subtitles, for example, can be really popular when done right.

You also need to think about when you post. If you drop a video in the middle of the night and no one sees it, then the algorithm won't see it either. So, make sure you post when people watch TikTok videos: the morning and evening.

>> Want to learn more? Check out these TikTok campaigns that went really big, really quick!

Get started on TikTok today

Now you know a little more about TikTok, it's time to create videos and get engaging with your new audience today. If you're starting from scratch then make sure you take your time and set up a credible, fully-functional business profile. That way you can more easily speak to your target audience and grow your following.

If you have experience of using the social media channel then work on getting your own videos on TikTok trends, monetizing your content, and mastering the TikTok algorithm.

TikTok's success stems from its unique algorithm and user-friendly design – it's really easy to use, whether you're viewing content or publishing it. The app keeps audiences coming back with personalized content tailored to individual interests – so make sure you're providing the content that people want.

>> Now read this: The Brandwatch Beginner's Guide to TikTok

Frequently asked questions

Before we end this article, it’s worth looking at a few FAQs that users new to TikTok often raise. Let’s have a quick recap on how the app works and the engagement metrics it uses to measure user interaction.

How does the TikTok algorithm determine what to show on your feed?

As a viewer, the TikTok algorithm looks at videos you've liked, shared, and watched all the way through. It naturally determines what you like based on your engagement with other videos. It also considers accounts you follow and the content you create. So, if you watch and create make-up videos, then you can expect to see a lot more of them appear in your feed. The algorithm aims to keep you watching by serving up videos that match your interests.

What steps are involved in getting started with TikTok for beginners?

First, download the app from your Android or Apple app store. Create a personal account using your phone number or email. If you want to create a business account, you can do that too. Then choose topics you're interested in to customize your feed. This gets the algorithm started. Watch some videos to get a feel for the app and swipe away when you don't like a video. TikTok will soon learn your interests. Then, when you're ready, tap the "+" sign to make your first video. You can use TikTok's editing tools to add music, effects, and text. Or you can upload a video yourself.

How can users monetize their content and make money on TikTok?

You can join the TikTok Creator Fund once you have 10,000 followers and 100,000 views in the last 30 days. The Creator Fund pays you for your videos based on views and engagement. You can also earn money through brand partnerships and sponsorships, while it's possible to sell products and services directly within the app.

What metrics does TikTok consider when counting views on a video?

TikTok counts a view when a video plays for at least one second. This is very, very short. Replays count as additional views. However, better engagement comes from people watching your videos for longer. TikTok also tracks other engagement metrics like likes, comments, and shares.

Can businesses effectively promote their brand on TikTok, and if so, how?

Yes, businesses can easily promote their brand on TikTok and make a big impact on their brand development. All you have to do is create a business account to get started. Do some research into your target audience and then post engaging content related to your products or services that will resonate. Use popular hashtags and trending sounds to increase visibility. You can also run paid ads or work with TikTok influencers to reach more people.