A few years ago, I started a TikTok fan account.
At the time, it wasn’t meant to be anything serious. It was just a way to share content about an actor I love that felt funny, interesting, and relatable.
But slowly, it began to take on a life of its own.
People started following, commenting, and sharing. Before I knew it, the account had blown up. Today, it has more than 26,500 followers.
And, as it turns out, the experience turned out to be much more than a fun side project.
Running the account has taught me how people connect online, why some videos attract a lot more attention than others, and what really keeps an audience invested in the videos you are putting out.
Here’s the really surprising part – the same strategies I used to grow a fan account can be used by businesses of all kinds.
Whether you’re creating and selling something, writing books, or running a PR agency like Satsuma, the principles are the same.
One of the biggest lessons I learned was maintaining consistency when it came to the time of day I uploaded, and the typed of videos I was creating.
When I showed up regularly, posting content that people could count on seeing in their feed, engagement grew.
The more consistent I was, the more trust I built with my audience.
The same goes for the times of day I was uploading.
The TikTok algorithm is strange, and at certain points of the day your videos are more likely to be seen by your audience and others, you just need to take some time to work out what those magic times of day are.
In the same way, a business account that posts regularly shows it’s active, reliable, and worth following.
I also discovered how powerful trends can be.
On TikTok, jumping on trending sounds, effects, or formats at the right time can push your content even further.
Trends are like miracle shortcuts, really – they give you a much higher chance of visibility to the public.
For a brand, this doesn’t mean copying everything that’s popular. It means knowing how to adapt to trends in a way that portrays your message and your business, so you show up in the conversations your audience is already having.
One of the brands we work with at Satsuma is McDonalds. We run the TikTok account for one of the franchisee holders – Kevin Foley – who runs 14 branches across Norfolk and Suffolk. This is the perfect client to have fun with when it comes to trends, and we have found that memes, popular sounds and a comedic approach are what gets attention.
There is one more thing to think of alongside consistency and trends – and it’s probably the most important of all. What really made my account grow was community.
People didn’t just want to watch, they wanted to be part of something.
When I reply to comments, stitch other creators, or duet with followers, it creates a sense of connection.
Connection is always the path you want to go down when running or being part of a business. Especially with us at Satsuma.
It means more potential clients and gives us more recognition in the public space.
My fan account isn’t just me broadcasting content. It’s a space where people feel seen and involved.
Businesses that treat their followers as collaborators, not just customers, will find the same thing. Community is where you can really start to build attention.
Another lesson was about authenticity.
The videos that did the best weren’t the ones I overthought or tried to make perfect.
They were the ones that were raw, funny, or just plain relatable.
People don’t want polished perfection on TikTok, they want to feel like they’re connecting with something – and someone – real.
For businesses, this is an opportunity to show the human side of what you do. Share the behind-the-scenes moments, the funny sides and the inside jokes. Showcase your people. That’s what gets remembered.
Finally, I learned to trust the data. Data is what we are driven by at Satsuma because if the numbers are out, you are not doing it right.
TikTok gives you clear signals about what’s working: views, shares, saves, watch time.
By paying attention to those numbers, I learned to refine what I was doing and create more of the content people wanted.
Analytics are worth paying attention to when running a business account on TikTok – or any social channel.
They show you which videos are doing well, so you can use that form of video to keep growing the account.
Analytics are about more than just vanity metrics. They’re a map of where to focus your creative energy.
When I look back at what made my fan account successful, it wasn’t just luck.
It was a mix of consistency, cultural awareness, community building, authenticity, and a willingness to learn from the numbers. That’s exactly the mix that any business can use to grow online.
For a business account, you just need to bring the same mindset. Treat your audience like fans, not just customers.
Because fans are engaged, they’re invested, and they spread the word for you. Whether you’re an artist, an author, or an agency, adopting that fan-first approach can make your content more magnetic, more shareable, and more effective.
Running my TikTok account reminds me that fan energy is powerful, and it’s contagious.
Brands that can capture even a little bit of that energy will stand out in a crowded online world.
So, the question I’d leave you with is this: what would your business look like if you treated your followers as your biggest fans?
And finally…. Give me a cheeky follow – https://www.tiktok.com/@dailydoseoftennant
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