On TikTok, it often happens that you post a video that doesn’t actually take off very well. But that doesn’t mean necessarily that your video is bad. It’s because of the dynamic of the platform. There are tons of videos posted every second on TikTok and how much attention each video gets depends on a lot of factors and not just on the quality of the video.
Not every video is going to skyrocket. And you can even have a viral video with 5 million views and the next one with only 10 views. And that’s normal.
When one video flops you don’t need to give up and stop producing content for TikTok, you should actually focus on producing more content. Because on content is more important the quantity and being consistent that the quality.
That being said, there are a few steps that you can take when one of your videos flops.
First, don’t delete the video
There are a lot of people that will go and delete videos that didn’t perform so well, thinking that they will make their profile look bad. But, unlike for other platforms like YouTube or Instagram, on TikTok, it doesn’t really matter. The TikTok algorithm is not affected by videos that are not doing well. These videos do not hurt your reputation, so there’s no real reason to delete them.
Another reason to keep these videos is that sometimes even if it doesn’t do really well when it’s published, a video could get picked up in a week or two and starts getting views.
For example, a video will get 100 views or no attention, and then suddenly it might just take off a week later and you never know what’s going to work.
The reason for that is that right now there are not enough creators to create content for all the older users. There’s just so much demand that the algorithm doesn’t just serve new videos, it also takes old videos from your profile and serves them to the audience.
Look at your analytics
We already talked about how to do a TikTok Pro account and get access to the analytics. You might want to take a look at your analytics and check the engagement of the video that flopped and see if there’s anything you can understand if there’s anything different.
This might be able to give you a sort of insight on what to do.
Maybe you want to change something and post a new version of the video. You can check in your analytics what music your audience prefers or what types of videos. Then take a few tests and see if you can improve the video and publish it again.
Of course, it is possible that you publish a video and it doesn’t do well and then other people will publish the same exact video a month later and it will do better.
That’s because the TikTok algorithm is quite unpredictable. And also there is a sort of seasonality to it. Sometimes you will get more attention to your account. And we don’t fully understand why.
Edit your video and publish it again
The TikTok algorithm is like a black box for us users, we can always test and try to find out how it works but we can never know for sure.
That’s why you don’t need to worry about a video not performing well. You can simply republish the video at a different time or even better, re-edit it.
In a previous lesson, we discussed recording your video outside the platform as a best practice. This can help you if you want to edit the video in different ways and republish it again. You can try adding different positions or text, maybe even a different song or audio, a different filter or effect.
So now, you know three things you can do if your video flops.
- don’t delete it
- number two, look at your analytics
- And re-edit it and published again
That being said, on TikTok you should focus on quantity, not quality.
So if one of your videos isn’t doing well, you can learn from it. Just keep posting more videos and it’s going to get better. You’ll get more attention and learn from your best performing content.
