Social media optimisation (or SMO) is all about making content easier for algorithms and audiences to organically find. An SMO strategy will ensure everything from your bios, links, keywords, captions and content formats will tell the algorithm who you are and who your target audience is.

Once dismissed as a trivial app for teens to share dance videos, TikTok has emerged in recent years as a cultural compass – dictating what’s hot and what’s not in pop culture. And, unlike other platforms such as X and Facebook, its momentum has never looked like slowing. So, in hearing the success stories of other businesses and brands, it’s only natural to wonder how you can get in on the action (and get everyday people to do your marketing – for free).