How to know which TikTok post to promote
Most brands promote the post they like best. Here is how to pick the one your buyers liked best.
Views alone are not enough
TikTok shows almost every new post to a first group of people, even on a small account. So a few hundred views mostly tells you the post was published. It does not tell you anyone cared.
What you want to know is whether the people who saw it did something about it. Two actions matter most: saving the post to come back to it, and sharing it with someone else.
Three checks before you spend
Run these on every post you are thinking of promoting. If a post fails one, keep it organic for now.
- Enough views to trust the numbers. We use 1,000 views as the floor, so a tiny sample cannot look brilliant.
- Saves plus shares, divided by views. At 1.5% or more, people are acting on the post, not just scrolling past.
- The 7-day number, not the first day. Early numbers jump around. Compare posts at the same moment after they went live.
Compare posts fairly
Two posts only compare if they had the same chance: similar accounts, similar posting times, and numbers taken at the same point after going live. Otherwise you are comparing luck.
This is why we capture numbers at 1 day, 3 days and 7 days after every post, and judge on day 7.
Then promote the post itself
On TikTok, promote the original post as a Spark Ad rather than uploading a copy. Views, saves and comments keep adding up on one post, which helps it keep performing.
Start small, in the same countries you tested in, and only add budget if the cost per view holds.