TikTok is amazing for lead generation and sales. People think you need to have hundreds of thousands of followers or that you have to go viral to have success. You absolutely do not. It's the same as all the other social media strategies: if you can attract the right people to your account, you're golden.

There's a lot of pros and cons to going viral. It can be helpful for product-based accounts in categories that tend to go viral, like hair, accessories, or makeup-we see all these posts on TikTok that say, "TikTok made me buy it!" That can be helpful in some ways for a product based business, but for the most part, you just need to attract the right people.