Keeping it Real on TikTok

Lessons from an under-the-radar content provider

I became a content provider on TikTok more than 18 months ago, and I’ve kept up a steady stream of posts ever since. I don’t have a million followers and I never will, which is fine. I’m flying under the radar with a scant 1,100 followers.

I’m calling that a success.

Those of us on the quiet end of the TikTok spectrum have plenty to say about what works in the real world — and what might work for you.

Put another way: The most successful people on TikTok, as measured by sheer number of followers, arguably are least equipped to offer “real” people (not celebrities or performers) advice on what to do there.

Now, because I’m on TikTok, you may already have made assumptions about me — and all of them are false. For instance:

· I am not a Millennial, an Alpha, or a GenXer. I’m an aging Boomer.

· I’m not striving to become an “influencer.”

· I’m not selling a product or service.

· I’m not an unserious person who enjoys wasting time.

Let me add one more fact to the list: I’m not a die-hard fan of the site and don’t browse it for fun. I’d be perfectly content if it disappeared tomorrow.

That said, TikTok is big, it’s real, and I’ve made a commitment to myself to regularly deliver a brief on-air newsletter entitled Today in Fiction, offering tips, encouragement, resources, and advice to writers and authors, especially those early in their writing career and those who choose to self-publish.

I was terrified when I began posting, certain that I came across as an ill-prepared idiot. And I probably did. But I persisted. And I got better. And new people follow me every single week.

And I’ve done all that without any video tricks or fancy equipment. My hair often has a mind of its own on camera (it’s quite hilarious and sad). I don’t use special lighting (no ring light). And I don’t even wear make-up.

You get me — and my content — in a raw, unvarnished state.

Why do I do things this way? First, because the message is the medium, in my case. I want viewers to focus on what I’m saying, not on the setting or background or, God forbid, a music track. And second, because I don’t have the patience or aptitude to make fancier videos — and I decided at the outset not to let that hold me back.

I’ve made a virtue of my tendencies and flaws.

Let me explain why I keep showing up on this much-loved and much-reviled platform in the form of five observations based on my experience.

1. Engaging with real humans (not bots, anonymous accounts, or other auto-entities) is the gold standard on all social media platforms, and that goes for TikTok, too. If you present yourself as a real person, not a performative character, you’re likely to attract other real humans who have a stake in what you have to share. They’ll care if you care — and caring is at the core of engagement. One of the most pervasive myths about TikTok is that it’s only good for superficially wasting time — and that’s simply not true.

2. It helps to pick a lane and stick with it — assuming you intend to offer meaningful content rather than light entertainment. Instead of filming and posting random, spontaneous moments and rants from your daily life (as so many TikTokers do), choose a subject to explore consistently. That strategy almost guarantees you’ll find your people (real people), especially if you post consistently.

3. Write a script for every post. Viewers will only give you a few seconds to make a point before they move on. So don’t hem and haw or take too long to get to it. Read your script or memorize it — and deliver it with enthusiasm and presence. Make every word count. Every content-laden TikTok video is a mini-TEDx talk.

4. Speaking of TEDx, take care with your content, but don’t obsess over perfection (appearance- or message-wise). No one is perfect. You can erase any video you record before posting it and start over. Practice to your heart’s content. Being imperfect is no excuse for avoiding the medium. I’m the least photogenic person you’ll ever meet. So what?

5. Manage expectations (yours and your followers). I invite viewers and followers to visit my website to learn more about me, my books, and the courses I teach. But I don’t hit them over the head with it. I don’t expect followers to turn into buyers; that’s not how this works except among the freakish few at the top end of the book-influencer community. And I don’t agonize over how fast my viewership grows. It’s a slow, organic process, and that’s fine. This is not a race, it’s a way to build brand, credibility, and presence over time.

Everyone has an opinion about TikTok — especially those who’ve never watched it or posted on it. If you’re a content provider looking for new outlets to share what you know with the world, you could do worse than establish a beach-head right here.

Find Amy on TikTok here. (And just look at the state of her hair!). And on the web here.