The most effective types of content on TikTok are those that leverage the platform’s strengths: creativity, spontaneity, and community engagement. Content that tends to perform well includes:   Challenges and Dances: These capitalize on TikTok’s trend-driven nature. Participating in or creating new challenges can quickly elevate a brand’s visibility. Humorous Skits: Comedy is a universal language, and humorous content often has higher engagement rates and shareability. Behind-the-Scenes Looks: Giving followers a peek behind the curtain of a business or production process can humanize a brand and build trust. User-Generated Content and Duets: Encouraging users to create their own content related to a brand or respond to its posts helps foster a participative community. Educational and How-to Videos: These provide value to users and can help position a brand as an authority in its field.   Engaging content on TikTok is usually characterized by its ability to stand out through either unique creative elements or genuine entertainment. Keeping content short, dynamic, and to the point, with clear calls to action, can also help maintain the viewer’s attention and encourage interactions.