The Secret to Going Viral on TikTok (for Small Businesses)

TikTok has become the ultimate platform for brands and small businesses to get noticed.

Lots of brands have tried to jump on the bandwagon by copying viral dancing or lip syncing reels and the like; which can be a fun time if you're an influencer or .. twelve—but if you're a brand, it's just cringe.

But what if I told you that there’s a way to tap into the algorithm’s sweet spot by creating content that no one else is making, yet your audience is craving? Best of all, you don't have to look like an idiot—in fact the opposite, this tool turn you into an industry authority.

If you’re tired of posting and seeing little to no engagement, or if you’re struggling to find your TikTok rhythm, you’re not alone. The real secret to going viral on TikTok is using Creator Search Insights to identify content gaps—and trust me, it’s a total game changer.

Here’s how small businesses can unlock the secret to viral TikToks using content gaps and Creator Search Insights.

1. What’s a Content Gap, and Why Does It Matter?

A content gap is simply a topic or idea that’s underexplored on TikTok—yet, your audience is searching for it. Think of it like a hidden opportunity to create something fresh that people didn’t even know they wanted until you show it to them. This is where Creator Search Insights come into play. TikTok’s analytics show you what’s trending, what’s being ignored, and where you can step in with content that fills those gaps.

2. The TikTok Algorithm Loves Originality

Here’s the thing: TikTok’s algorithm doesn’t just favor trends; it favors originality. It rewards creators who bring something new to the table. By identifying content gaps using Creator Insights, you can create videos that fill those spaces in ways no one else has. This gives your content a better chance of getting discovered by the TikTok algorithm, which loves fresh ideas and authenticity—and unlike Facebook or Instagram, TikTok doesn't make these content gaps difficult to identify, in fact it tells you exactly what you must do to get a head start.

3. How to Find the Content Gaps Using Creator Search Insights on TikTok

Ready for the secret sauce? Here’s how to find these golden content gaps:

• Dive Into Creator Search Insights:

  
  

  Load up TikTok on your mobile (you can't access creator search insights on desktop) and search for 'Creator Search Insights' then click view. Navigate to Suggested > Content Gap and here you will find a list of all the topics which are currently experiencing a content gap. You can select a topic that is relevant to your brand or search for a topic to find the best content gaps for your business or niche. From here you can view the popularity of topics, their demographics, explore related topics, and even get some tips on how to create a reel that will perform well.

• Scan Trending Hashtags and Suggested Scripts:

  
  

  Under the 'Creator Tips' section of a topic, TikTok will give you ideas from top posts, suggested titles, hashtags—it'll even suggest a script for you. How good? Explore hashtags within your niche. Are there any with a lot of potential but not enough content around them? That’s your gap!

• Check the Competition:

  
  

  One of the best features of Creator Insights is the ability to view the top and trending reels within the content gap so you can get some inspiration on direction you want to take with your own reel. See what other small businesses are doing and ask yourself—what are they missing? How can you fill in the blanks with your unique take?

4. Create Content That Bridges the Gap to Go Viral on TikTok (small businesses)

Now that you know where the gaps are, it’s time to create content that’s tailored to them. But here’s the trick—your content has to be more than just filler. It needs to offer value, whether that’s entertainment, education, or something that sparks curiosity. Here’s how you can do that:

• Keep It Authentic: TikTok thrives on authenticity. Your audience wants to see the real you, not a polished ad. So, show behind-the-scenes glimpses, funny moments, or even mistakes that humanise your brand.

  
  

• Jump on Trends, But Add Your Own Spin: Yes, trends work. But don’t just replicate them—make them your own! Use trending sounds, effects, or memes, but tie them to your business in a way that feels fresh and unique.

  
  

• Offer Something Useful: Whether it’s a tip, a how-to, or an entertaining story related to your product or service, give your followers something they can take away from your video. Help them, entertain them, or make them laugh—whatever fits your brand.

  
  

• Create Your Reel Within Creator Insights: This one's an important little hack—if you film directly from within the topic you're chosen (by clicking the red 'Create' button) on Creator Insights then your reel has an even higher chance of performing well.

5. Measure, Tweak, and Repeat

After you’ve posted, don’t just walk away. Pay attention to how your video performs. Did it hit? Did it miss? Use TikTok’s analytics to see what worked and what didn’t, and use those insights to improve your next post. The key is consistency and experimentation. Keep tweaking until you find that winning formula - you'll eventually figure out crack the code on how to go viral on TikTok as a small business!

Conclusion: The Formula to Go Viral on TikTok for Small Businesses

The secret to going viral on TikTok isn’t about chasing trends or hoping for luck—it’s about intelligently finding content gaps and creating content that fills those gaps. By using Creator Insights, small businesses can stand out from the noise, make their mark, and reach a broader audience.

So, what are you waiting for? Dive into the data, spot those gaps, and start creating the kind of content that’ll get you noticed—because going viral is just a content gap away.