The Unspoken Rules of Marketing on TikTok
Have you ever been on TikTok and listened as someone used a seemingly strange word to replace another word that seemed like the obvious choice? For example, instead of saying “dead” they say “unalive.”
That’s because TikTok — everyone’s new-ish favorite video platform, is all about heavy censorship. From its inception, TikTok has been criticized for what and who they censor — they’re often censoring marginalized communities. While racism, misogyny, homophobia, and transphobia from tech companies is nothing new (see also: Google’s algorithm is racist), with TikTok, we are starting to get a clearer picture of the ways in which that affects users of the app.
In some ways, the platform has driven innovative ways of ensuring creators have earning power for their creativity. TikTok’s creator fund was groundbreaking in the social media industry — content creators who are part of the creator fund get paid simply for putting out content. This is a stark contrast to TikTok’s main competition, Instagram, where content creators have to land sponsorships in order to monetize their content. In the summer of 2022 Instagram began invite-only access to its creator marketplace — a testament to the copy-and-paste relationship between it and TikTok.
But the flip side to TikTok’s creator fund is that it gives the platform control — control over what content is distributed, who gets paid, and what content is suppressed. In 2021, Black creators on the app came together to strike, pointing out that much of what TikTok endorses is appropriation.
Along with its problematic behavior, people do recognize that TikTok can be a valuable tool for marketing — especially for your small business. Similar to Instagram, TikTok’s ever-changing algorithm can cause a lot of headache and confusion. So, we wanted to give you a few tips on the Unspoken Rules of TikTok.
WTF is the “FYP”
The “For You Page”, commonly shortened to “FYP”, is TikTok’s curated feed of content served up to users based on their past activity and interests. The content is a mix of people you already follow and other related or viral and trending content. TikTok’s algorithm is known for being incredibly accurate, creepily so. After only a short time using the app and interacting with content, the app is able to connect you with very relevant content and creators. This is part of why the app can be such a powerful marketing tool, especially for small businesses — it has the ability to connect you to a niche audience quickly and effectively.
Since the “FYP” is made up of the best of the best of the video content on the app, anything that sets off a red flag to the TikTok bots is likely to get your content pulled from the FYP. Instead users will only be able to find it by visiting your profile or, if they are following you, on the “Following” or “Friends” feeds.
Behaviors to Avoid
Since TikTok is heavy on censorship, below are a few behaviors we urge you to avoid when using the app:
Don’t mention other platforms or try to divert people off of the app
Don’t mention Instagram
Don’t mention “link in bio”
Don’t do giveaways since apparently they also cause issues on TikTok
Don’t engage with your own TikTok from another account from your phone
Don’t use a virtual private network (VPN)
Words & Content to Avoid
There are a lot of specific words and phrases that get flagged on TikTok and they’re always changing. Here is a short (and honestly chaotic) list of things you can’t say on TikTok.
These words are most likely to be flagged when they are written out in text — such as in captions, post description and any text that is overlaid on screen:
LGBTQ Terminology — terms like “lesbian”, “gay”, and “queer” can all cause your content to be suppressed or removed from the “For You Page”. Common replacements you can use include “le$bian”, “g@y” or “qu3er”
Any discussion of sexual activity, sexual harassment or assault, or the word “sex” — “seggs” is a common replacement
Abortion — typically, when people talk about abortion on TikTok, they type it “ab*rtion”
Guns, weapons or discussions of violence
Anything deemed by TikTok to be a dangerous act. This can be things like climbing a tree, riding a bike without a helmet — or, much to the dismay of many in the disability community, the simple act of using your mobility aid on video can be enough to get your content flagged as “dangerous”
Words related to disability and neurodivergence — “disabled” and “ADHD” are both terms that led creators to see less views on average than when they used replacements such as “dis@bled” or “80HD”
Curse words — go wild with your replacements, friends!
If you’re talking shit about TikTok, we’ve seen creators use “TigTog” or the “Clock App” in order to avoid being suppressed
According to this article, words like “thicc,” “cigarette” and “hole” are a no-go on TikTok as well
What Happens if Your Content is Flagged?
Depending on the situation a few things may happen. Your content may be simply removed from the “FYP” or shown to fewer people even on the “Following” or “Friends” feeds.
However, if TikTok feels that your content violates their community guidelines your content may be hidden, put under review, or removed. You can appeal a removal, but overtime cumulative violations can cause you to lose the ability to post or comment, or your account may be at risk of being permanently deleted.
This makes the platform especially difficult for businesses that handle what are considered to be more sensitive or controversial topics. For example, we’ve worked with a number of boudoir photographers who have struggled to grow a following on the platform because their content is constantly flagged.
Want to stay informed about TikTok’s Community Guidelines and their Terms of Service? Follow @seansvv on TikTok to stay informed.
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Tried the tips above but still want more hands-on support? We offer social media coaching on a budget, or even full content and community management.
Find out more about the social media marketing services we offer by contacting our team.
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Meet the Authors:
Kate Schaefer - VVITCH Digital Brand and Marketing Strategist
Kate has worked in digital marketing and publishing for seven years. In 2013, she identified a hole in the wedding market and started H&H Weddings, a wedding resource specifically for the LGBTQ+ community.
Kate believes every business should thrive and is dedicated to helping marginalized folx even the financial playing field because capitalism is a bitch.
Brittinee Phillips - Copywriter
Brittinee has worked in marketing for a little over ten years. She has a passion and talent for storytelling. Brittinee's philosophy is that storytelling is the most integral part of the consumer and product experience, which is why she makes it a focal point in her approach to product and brand messaging.
