Podcast Summary: "The Smartest Way to Grow on TikTok in 2025"

Social Media Marketing Podcast with Michael Stelzner
Guest: Mike Yanda (TikTok Strategist)
Release Date: November 20, 2025

Episode Overview

In this episode, host Michael Stelzner interviews TikTok strategist Mike Yanda to uncover actionable strategies for TikTok growth in 2025. With a focus on breaking through platform myths and simplifying content creation, Mike shares his journey from attorney to content creator, the realities of the TikTok algorithm, and specific steps marketers and business owners can take to build real audiences and drive meaningful engagement.

Key Discussion Points & Insights

1. Personal Branding and the Power of Content (03:16)

• Mike Yanda’s Journey:
  • Started as a busy law student/attorney, relying heavily on referrals, but realized the insecurity of not owning an audience.
  • Turning point: Losing a major client made Mike realize the importance of having a personal brand and audience (“I started to think of content as like my life insurance for my business…” – B, 03:44).
  • Used TikTok as an approachable platform to build confidence and an audience, achieving 10,000 followers and thousands in sales within six weeks, before expanding to YouTube.

2. TikTok as an Entry Point for Marketers (10:41)

• Barrier to Entry Is Low:

  • Content culture is casual—“It doesn't need to be fancy...the culture on TikTok is very casual. Talking to your friend on FaceTime…” (B, 10:41).
  • You can learn and experiment without fear of judgment from peers due to TikTok's algorithm serving content to strangers, not friends/family.

• Demographic Is Broader than Perceived:

  • TikTok's audience has aged up, creating opportunities for a wide range of niches beyond youth trends (B, 14:13).

3. Demystifying the TikTok Algorithm (08:26, 12:17, 15:34)

• Understanding 200 View Jail:

  • TikTok “tests” videos with small audiences—if you can’t break 200 views, it’s not a penalty, simply a sign your content or packaging isn’t resonating yet (“It’s like a 200 view safety zone for you to learn and experiment…” – B, 13:10).

• Video Independence and Shelf Life:

  • Each TikTok video is reviewed independently—past failures don’t hurt future videos, and virality on one video doesn’t ensure future success (B, 15:34).
  • Videos have relatively short shelf life but can pick up traction long after posting, enabling a “snowball” effect if you post consistently.

• Algorithmic Signals and What TikTok Wants:

  • TikTok is explicit in their documentation:
    • Focus on play duration (watch time + finish rate), not just raw view numbers.
    • Engagement (repeats, saves, comments, especially conversations) boosts content visibility (“If you can create more engagement conversation… it’s going to be huge.” – B, 19:25).

4. Topical Demand and Viral Opportunities (20:37)

• “Filling Demand” Principle:

  • TikTok needs a constant stream of new content for the most popular topics, because of short video lifespans.
  • Success comes from modeling your own content on trending, high-demand topics and formats—study what works, then provide your spin:
    • “You can have a lot of success by filling that demand. …If you’re paying attention to what is working for other people... you should be making your versions of those ideas.” (B, 21:10)

• Case Study:

  • Client Kieran went from 500 to 28,000 followers in two weeks by focusing content on proven viral topics, inspired by other creators but personalizing for his audience (B, 22:17–23:40).

5. Actionable Steps to Get Started and Grow (30:23–36:17)

• Study and Curate:

  • Analyze successful outlier videos in your niche using TikTok’s collections feature.
  • “Success on TikTok… is about pattern recognition.” (B, 32:11)

• Emphasize Consistency and Niche Focus:

  • Remain topically consistent—posting off-brand content can confuse TikTok’s algorithm, hurting discoverability (B, 36:17).
  • Let TikTok “categorize” you by sticking to a lane (“You want to be posting consistently on your topic in the feed…” – B, 37:14).

• Modeling and Iteration:

  • Don’t copy word for word; borrow hooks/headlines while expressing your unique perspective and advice (B, 33:32).
  • Regularly remake and tweak your top-performing videos (“Play your greatest hits…” – B, 40:56).
  • Experiment and personalize as you develop proven templates for your content.

• Feed Curation for Research:

  • Use a dedicated research account; interact only with top trending/niche videos to train the feed to show the best content for modeling purposes (B, 34:30).

Memorable Quotes & Moments

• On Why TikTok Is an Ideal Starting Point:

  “The culture on TikTok is very casual. Talking to your friend on FaceTime and so you can literally just pull your phone out and just share your thoughts and do well.”
  — Mike Yanda (B), [10:41]

• On ‘200 View Jail’:

  “It’s like a 200 view safety zone for you to learn and experiment and test ideas in a safe place that nobody knows about until you get figured out.”
  — Mike Yanda (B), [13:10]

• Relatability Over Perfection:

  “Do not feel like it’s oversaturated, because… there is room for you to share your personality and your perspective on a topic that might already have a lot of creators talking about it.”
  — Mike Yanda (B), [27:10]

• On Engagement and Algorithm Signals:

  “With the engagement, your video is playing when people are engaging. So if somebody is commenting to ask you a question or they’re commenting to disagree, the video is looping... you’re getting that watch time with the comments.”
  — Mike Yanda (B), [19:25]

• On Opportunity for Older Creators:

  “If you are 40 plus, you have a huge opportunity. …There’s a hunger for people that have real life experience and have solved problems and have lived different things.”
  — Mike Yanda (B), [29:18]

• On Content Research:

  “Success on TikTok… it’s about pattern recognition. But I would argue, like all the social platforms are like that.”
  — Mike Yanda (B), [32:11]

• On Remaking Successful Content:

  “You play your greatest hits, you remake the good content. …When you have that [a viral video], that's a signal.”
  — Mike Yanda (B), [40:56]

Step-by-Step Growth Methodology

1. Model What Works (31:33–33:32)

• Research outlier videos (those that far exceed average views in your niche).
• Save them in TikTok collections.
• Note the following in each: headline/text on screen, opening hook, video structure.
• Create your own spin on these viral ideas.

2. Stay Consistent and On-Topic (36:17)

• Only post content relevant to your main niche on your main feed.
• Don’t dilute your topic focus or confuse the algorithm.

3. Curate Your Feed for Inspiration (34:30)

• Use a dedicated TikTok account for business research.
• Train the algorithm to surface only best-in-niche content by interacting only with successful videos and marking others as not interested.

4. Analyze and Iterate (40:56–42:21)

• Remake and tweak your best-performing content regularly.
• Experiment with new topics/hook combinations based on audience response.

5. Engage Purposefully (19:25)

• Respond to comments, encourage conversation, and foster engagement loops to boost play duration and visibility.

Notable Case Studies

• Fitness Coach, Jared:

  • Targeted older women; made $75K in sales first month on TikTok by tailoring messages directly to ideal clients
    ([14:13]).

• Life Coach, Kieran:

  • Found and modeled successful content in his niche; went from 500 to 28,000 followers in two weeks
    ([22:17]).

• Mindset Coach:

  • Modeled a high-performing but under-the-radar video; his version went mega-viral overnight
    ([38:45]).

Timestamps for Key Segments

• 03:16 — Mike’s journey into content creation and TikTok
• 08:26 — The importance of algorithm literacy
• 12:17 — Explanation of “200 view jail”
• 14:13 — Demographics and real TikTok audiences
• 15:34 — Shelf life and video independence on TikTok
• 17:32 — What TikTok’s documentation reveals
• 19:25 — The engagement flywheel
• 20:48 — Topical demand: TikTok’s hunger for fresh content
• 22:17 — Case study: Rapid TikTok growth through modeling
• 30:23 — First steps for new creators
• 34:30 — How to curate TikTok research accounts
• 36:17 — Importance of niche consistency
• 38:45 — Case study: Modeling and scaling viral ideas
• 40:56 — Remaking (“playing your greatest hits”) for scale

Conclusion

Mike Yanda provided a practical, demystified roadmap to TikTok growth for 2025.
Main takeaways:

• Embrace modeling: Study what works and adapt it your way.
• Consistency and niche focus are essential for algorithmic clarity and audience growth.
• The platform is ripe with opportunity for all ages and backgrounds—bring your unique voice.
• Don’t let slow starts or off videos discourage you; every piece helps TikTok categorize and eventually reward you.
• Iteration, research, and engagement turn occasional hits into long-term growth.

You can find Mike’s TikTok and YouTube content by searching "Mike Yanda" (YANDA), and join his daily newsletter for deeper tips.

For more detailed show notes and resources, visit: socialmediaexaminer.com/693