TikTok and its one billion monthly active users have taken the marketing world by storm. If you’ve considered creating an account for your business but aren’t sure where to start, this is the list for you. We’ve compiled the most important TikTok dos and don’ts to consider as your brand crafts its strategy to tackle the fastest-growing social media network in recent memory.

DO: Keep content short and sweet.

In the world of TikTok, shorter is better. On this platform, videos can range in length from just a few seconds to three minutes long. Videos that last one minute or less are easier to consume, and users are more likely to watch them multiple times. This drives up the number of views on the video, which alerts TikTok’s algorithm that this video is popular. As a result, it serves the vide on more For You Pages. If you do need to post a longer video, be sure to include a compelling hook in the first few seconds to convince viewers the video will be worth their time.

DON’T: Skip the hashtags.

As we mentioned above, TikTok is driven by a powerful algorithm that constantly searches for new videos that its users will find interesting. The algorithm will sometimes select videos based on the user’s own unique interests, but it also favors videos that seem to be popular with a broad audience. To make your videos as searchable as possible for both the algorithm and individual users, be sure to add hashtags to your caption. We suggest using a variety of hashtags that fit the video’s subject matter, as well as sponsored or trending hashtags. Using both strategies will give your content a better chance of being placed on more For You Pages.

DO: Participate in trends and challenges.

Many of the most-watched TikTok videos are ones that engage with trending dances, sounds, or challenges. You might question whether this is an appropriate type of content for brands – and perhaps surprisingly, the answer is yes! TikTok is not the place for a buttoned-up brand presence. This is the social media platform users flock to for funny videos, helpful tips, and viral trends. As long as the challenge in question won’t harm your brand’s reputation, posting your own version of the trend will help your account get discovered by new audiences who can see that your brand is relatable.

DON’T: Sell too hard.

On the same note, you should avoid using TikTok as a hard sales channel. The most successful TikTok creators and brands use their accounts to build buzz and create an engaged community. When they feature products in their videos, it’s done in a way that still fits current video trends. Once they’ve built a loyal following, the sales follow in turn. After steadily building her following to 170,000 people using live videos and trending sounds, small business owner Dasha Derkach saw her weekly sales increase by 500 percent.

DO: Use humor when you can.

Succeeding on TikTok is all about personality. If your videos are focused uninspiring topics and you present them without energy or playfulness, your audience can quickly become bored. That’s not to say you need to become a comedian or perform over-the-top stunts. Play to your own personality and sense of humor so the video still feels natural and organic. It can be as simple as throwing in a sarcastic comment mid-voiceover or including a funny video outtake to give your account some character that others can connect with.

DON’T: Forget to add captions in your videos.

If you plan to talk or include voiceover in your video, be sure to add closed captions that transcribe your dialogue. TikTok offers an option to enable auto-captions, or you can add captions manually for increased accuracy. Many people watch TikTok without sound, and if your video doesn’t include captions, they will swipe away to find one that does. Captions also make your videos accessible to those who are deaf or hard of hearing. This all adds up to more views on your video and a wider possible audience to reach.

DO: Partner with popular creators.

Instagram and YouTube aren’t the only platforms for influencers and paid partnerships anymore. Over the last couple years, brands have started tapping popular TikTok creators to promote their products in their own videos. The video format of TikTok allows creators to get really creative with their ideas for ads and showcase more of their personality, which helps paid partnerships actually feel authentic. Because of those advantages, TikTok influencers tend to have extremely loyal followers who are likely to trust the recommendations of their favorite creators. When Dunkin’ collaborated on a special iced drink with TikTok’s most-followed influencer, Charli D’Amelio, the brand saw a 20 percent sales increase across all their cold brew coffee products.

DON’T: Neglect your commenters.

The comment section is where so much of the interaction between creators and viewers happens on TikTok. To build community and show your brand cares about its audience, it’s important to check your video comments regularly for new questions, compliments, or complaints to address. TikTok also has a feature that allows you to respond to a comment with a new video. If the answer to a particular question seems like it would be interesting and relevant to many of your followers, consider crafting your reply in a video. The response will automatically embed in a reply to the original comment, giving it added exposure to viewers of your other video.