TikTok Stories have quickly gained popularity on the platform. This feature lets users share temporary content that vanishes after 24 hours, similar to what’s available on Instagram and Snapchat. Like those platforms, TikTok’s Stories feature provides a dynamic way to connect with your audience, without your extended TikTok feed videos. Stories can be used to showcase behind-the-scenes content, encourage engagement, and deliver time-sensitive content, all without leaving the TikTok platform.

I have put together a complete guide to walk you through everything you need to know about creating and using TikTok Stories effectively. From basic steps to advanced strategies, from seasoned TikTok creators to newcomers to the platform, I have pulled together the best tips and suggestions to help you make the most of TikTok’s Stories feature. 

What are TikTok Stories?

Stories are TikTok’s answer to the disappearing videos found on other platforms–perhaps most notably Instagram Stories. Like IG Stories, TikTok’s entry into the disappearing video trend offers a short-form video that disappears after 24 hours. The temporary nature of Stories makes it possible for users to put out a steady stream of videos that will not live forever on your feed, and can be a valuable addition to your content strategies. The addition of Stories is similar to that of IG Stories, in that users need only click on your circular profile picture to open up your Stories and get to viewing. 

Unlike some other Story features, TikTok’s version does allow public commenting and liking. This means that Stories may appear interspersed in a user’s For You Page, further increasing the potential to grab new audiences and expand your reach. TikTok’s Story feature is also significantly smaller than its competitors; TikTok offers only 15-second clips, versus the 60 seconds found on Instagram and Snapchat.  

As is the case with all TikTok videos, there are numerous creative tools and features used to enhance Stories. TikTok offers text, stickers, different effects, and music. Although Story clips only have a 15-second maximum duration, TikTok makes sure that your 15 second Story can be just as packed full of effects and personality as a standard video, giving a hit of content in just 15 seconds that is no less rich and entertaining. 

What Is the Difference Between TikTok Stories and TikTok Videos?

In its beginning, TikTok focused on short-form content from accounts with numerous backgrounds and marketing goals. As the platform has grown, the timer icon has continued to expand, and TikTok now allows videos as long as 10 minutes on their platform. Stories take TikTok back closer to its roots, where short-form content reigned supreme. Stories are short videos and photos that disappear after 24 hours, after all, while standard videos are longer and are shared indefinitely. 

The marketing strategy that focuses on using Stories often uses this type of post for informal or behind-the-scenes content, while standard feed content typically is more polished and has a more substantial production value. Think spur-of-the-moment peeks into day to day operations, or introductions to key players in your brand or business. Stories are frequently used to promote products or services, announce and run contests or giveaways, and share updates with followers. The small video size and ephemeral nature of stories content means that information can feel more exclusive or important than the information posted on a feed. 

TikTok videos are typically used to build brand awareness, share educational content, and showcase different products and services being offered. These videos are usually marketed or presented as exclusive or particularly time-sensitive, and do not possess the same sense of urgency that the shorter videos found on Stories possess. 

Why Did TikTok Introduce Stories?

Although the precise rationale behind adding Stories has not been introduced, there are a few possible reasons these shorter video clips have been added to the giant of a platform. Social media is a highly competitive arena, and TikTok likely recognized the value of videos with a time limit. Viral videos often seem somewhat elusive, after all, when they are captured and subsequently disappear, and can help encourage users to visit a platform more frequently. As social media becomes increasingly pervasive, and the social media landscape grows increasingly competitive and overrun, TikTok’s Stories introduction helps loop time-sensitive offers into the mix and gives social platform users something to feel urgent about. 

User engagement and retention are both pivotal for the success of a social platform as a whole, and a content creator. By hitting “post to story,” a creator is supporting retention from its users (after all, followers don’t want to miss out on any exclusive behind-the-scenes footage or giveaway announcements), thereby supporting retention for TikTok overall. The ability to comment on time sensitive offers and disappearing videos is unique to TikTok, and is one more way to encourage user engagement. 

Why Use TikTok Stories for Business?

TikTok Stories are great for businesses, though they may at first glance seem like something frivolous or silly for individual users. There are five key reasons I have identified to leverage Stories to your benefit as a business. I have gone into greater detail on each of those below. 

Increasing brand awareness and visibility through TikTok Stories

Stories allow you to leverage trending audio and popular challenges to help boost discoverability. Because Stories are dispersed throughout For You Pages, they are able to increase your likelihood of being discovered. Stories can also be used for collaborations with influencers. This, too, can be used to boost your discoverability and tap into a much broader audience. Finally, the unique AR filters found on TikTok and the many different effects available for Stories help your brand create memorable content. 

Further Reading: TikTok Trends: 9 Best Ways to Find Them (with Tips on How to Analyze and Use Them)

Connecting with customers on a more personal level using Stories

Stories offer a great way to share authentic content to help connect with customers and subsequently build authenticity. Stories offer a great medium on which to host Q&A sessions to connect with your audience, and can also be a way to share customer testimonials, images, and stories to increase confidence in your brand and support a sense of relatability. 

Driving traffic to your website or landing pages from TikTok Stories

TikTok Stories offer the perfect opportunity to use CTAs to direct followers and viewers to your profile or your site. It is also a great way to provide exclusive deals and discounts to TikTok viewers; the temporary nature of Stories means you can offer flash sales, quick discount codes, and exclusive offers without having a huge gouge in your profits. Stories can also feature product demos and clips of tutorials with links to your online store and blog posts. 

Promoting products or services through engaging TikTok Stories

Engaging TikTok Stories might include creating before-and-after sequences in order to demonstrate product benefits. Bursts of content can showcase user-generated content to show real-life applications of products and services, alike. Each Story can highlight the limited-time nature of offers and showcases to create a sense of urgency. 

Running contests and giveaways to generate excitement and engagement

Contests and giveaways can be a vital part of your content lifecycle, and Stories can help you quickly and effectively outline contest rules and corresponding incentives. Because stories disappear so quickly, the sense of urgency is far greater than it might be in a feed post announcing a giveaway. Stories can help engage participants by reposting content, and a dedicated hashtag can help track entries and increase reach simultaneously. 

How to Create TikTok Stories

To create a TikTok Story, first navigate to the recording screen or your profile. From the recording screen, you will tap the “Add Post +” button, and select “Story.” You can either take a photo or video, or upload a photo or video from your phone. From there, you will hit “Continue” or “Done” and post with the “Your Story” button. Effects can be added prior to hitting the “Your Story” button, and include filters, sounds, texts, or stickers.

Customization Options

The content creation process on Stories is similar to that of a feed post, in that you have the ability to customize your post. Stickers can be placed across the image or video, and text can further customize each post. Filters are another great option to change the tone of the image or video in question, and drawing tools offer an additional means of customization. 

Editing Features

Content performance often depends on solid editing practices, and Stories are no different. TikTok allows users to edit Stories prior to posting. You can trim videos, adjust the speed of your video, and add captions, all before you navigate to effectively post your Story. 

Tips and Tricks for Using TikTok Stories Effectively

Stories are not always low effort content; to leverage them properly, make sure you are adhering to the tips and tricks I have gathered below. In them, I have pulled together ideas to develop engaging content that falls within a consistent content strategy and supports developing genuine connections while furthering the reach and influence of your brand or business. 

Content Ideas

Remember that the content of accounts can and should differ based on the area in which the content is based. Stories can do very well when used for behind-the-scenes looks, quick tips in your niche or using your products, challenges, polls, and any Q&A sessions you might want to conduct. 

Further Reading: 15 Powerful AI TikTok Video Generators to Simplify Video Creation

Engagement Strategies

Stories alone are not enough to trigger high engagement; instead, make use of the interactive features TikTok offers. Polls, questions, and stickers can all help push engagement in your Stories. Using these alongside behind-the-scenes posts and sneak peaks can help develop a balanced content mix on your profile. Hashtags and mentions in your stories can help boost your visibility on For You Pages and in searches, as well. 

Best Practices for Consistency

Consistency is key for content producers, because regular posts help establish and maintain audience interest. That is not to say you must post to your Stories daily, however. Instead, establish a posting rhythm you can stick to, whether that is daily or weekly, and stick to that rhythm. Opt for times with high engagement on your profile and for a frequency that keeps your content interesting and fresh without sacrificing quality or cohesion. 

Maximizing Engagement with TikTok Stories

Now that you’ve gotten the hang of TikTok Stories, here are some steps to take to level up your game.

Analyzing Story Performance

Make sure you have a business account or pro account, in order to access your analytics. From there, you can navigate to your analytics in order to track views and interactions, and look over other important metrics, such as when you see the greatest engagement, whether exclusive content draws in viewers and yields engagement, and which of your Stories actually yield results. 

Further Reading: 20 Easiest Ways How to Go Viral on TikTok

Cross-Promotion

 Cross promotion can help ensure that your fast-paced, snackable content is promoted as effectively as possible. By posting your Stories on other social platforms, you can drive traffic to your main TikTok feed and increase exposure to any giveaways or promotions you are running, or simply increase exposure to your products and services as a whole. Stories can be used on Instagram Stories, on YouTube Shorts, and even in snippets on Snapchat and other platforms. 

Collaborations and User-Generated Content

Collaborations and user-generated content (UGC) can be posted in Stories in order to further boost engagement and reach.  Contests and challenges can be linked to other users in order to take advantage of the audience of both you and your collaborator, as well as the audience of any brands you may join up with to run a joint giveaway. Challenges and contests can also generate UGC by encouraging followers to create Stories of their own while using your brand’s hashtag or your products.

Further Reading: Try These 15 TikTok Challenges to Generate Engagement in 2024!

TikTok Stories Examples and Inspiration

The 15-second clips found in TikTok Stories may not be intended for use as evergreen content, but they can definitely make their mark. Ford illustrated this, when they included a Call to Action (CTA) in the first five seconds of their TikTok ads. Street Brew Coffee is an example of how timing can be important: this account experienced success in posting consistently, even when those videos were not highly polished or complicated. 

These are only two examples, but both demonstrate how diversified content is important, but consistency and attention-grabbing content are both important, even when bite-sized videos are being utilized. Creating high-quality, fun, and engaging content will pay off more significantly than long, or complicated posts, even when those posts are only 15-second videos found in your Stories. 

Common Mistakes to Avoid with TikTok Stories

If you want to do your best to make a splash with TikTok Stories,, try to avoid doing the following:

Overposting

Consistency is important, but remember that even when the duration of videos is small, less can be more. Posting daily or multiple times a day may be too much for some brands. Lifestyle brands may be able to get away with this, but technology brands, for instance, may feel as though they are scraping the barrel to come up with videos multiple times each day.

A constant, unending stream of videos can actually lead to overexposure and corresponding audience fatigue. Start a posting schedule, watch your analytics, and post accordingly. 

Further Reading: 17 TikTok Video Ideas That Will Skyrocket Your Engagement

Ignoring Analytics

As mentioned above, your analytics are vital to understanding your audience and developing an effective content strategy. Engaging videos do not happen by chance. Failing to keep a close eye on your Stories’ performance metrics and adjusting your strategy accordingly is a recipe for flagging numbers and poor performance. Take note of your metrics and adjust your marketing practices as needed.  

Lack of Planning

Stories can frequently seem like spur-of-the-moment, unplanned content, but many (if not most) Stories are planned out in advance, in order to maintain a content schedule and successfully promote contests, releases, and seasons. Although you do not have to have a dedicated script or minute-by-minute schedule for each Story post, do have a plan or framework in place to follow, to make sure your Story posts are consistent and maintain the same quality. 

Further Reading: 23 Social Media Contest Ideas to Increase Followers and Engagement

Conclusion

TikTok Stories provide an engaging and dynamic way to encourage connection with your audience. Stories have the ability to let brands let loose a bit and show the back end of their operations, while delivering time-sensitive and exciting opportunities to announce contests, giveaways, and exclusive content. Mastering the art of using TikTok Stories to your advantage can help increase engagement and develop a sense of exclusivity within your brand’s audience, and can help boost your presence on TikTok. 

TikTok is an ever-evolving machine, so it is important to stay on top of trends, challenges, and changes as they arise. Using Stories to stay on top of those trends is a great way to maintain evergreen content on your feed, without missing out on the value of trends and challenges. TikTok Stories have become an essential tool in your overall TikTok and social media arsenals. Using the tips and ideas I have put together, you can feel confident starting your own marketing efforts using Stories and enjoy the potential for increases in audience scope, engagement, and interest. 

Do you use TikTok Stories in your business? Let me know in the comments!