TikTok is a platform that excites many creatives - and terrifies others.

There's no question it's an incredible way to showcase your talents to a worldwide audience and a place to connect your creativity to trends that sweep the globe.  But for some, knowing where to start, what to do and how to get your content in front of as many eyeballs as possible can be frustrating - or even confronting.

Theo Shakes is one who has mastered it. A follower base of 1.5 million is testament to that.

A man of many talents, Shakes is makes his mainstage theatre debut as the title character in Auckland Theatre Company and Nightsong's lavish new production Peter Pan (8-3 November), ASB Waterfront Theatre), told through an Aotearoa lens.

He's also recently starred alongside Elijah Wood in the 2024 feature film Bookworm and his award-winning short films have garnered praise in international festivals, allowing him to tell stories from his cultural experience as a writer and director. Throw in a TV comedy series he's written and waiting for development and a play, he knows how to make his creativity count. 

The 22-year old took time out of rehearsals for the new ATC production to share his advice on how to make an impact on TikTok.

Theo's tips

So you wanna know the secret sauce to creating digital content…don’t we all. Here’s my top tips from making hundreds of videos over the last 3 years.

You are the immediate author of your work, lean into how you’d do things, therefore there’s no right or wrong. 

Don’t think about making viral content. Think about what you do creatively anyway, then transferring into a TikTok. If you love painting, paint and hit record. If you love running, run and hit record. Don’t sit there with a piece of paper thinking about how you’d go “viral”.  It’s not about that.

Consistency, consistency, consistency. 

The 'Algorithm' wants to get to know you and put you in front of the right audience. It’s like going to the gym, keeping working out your creative muscles and eventually your own unique voice appears. Allow things to evolve over time. 

Notice what’s sticking when one video gets slightly more traction. Keep exploring in that area but be prepared to pivot again. 

Stop talking about making said video. JUST DO. If reaction is all you want, then I think you’ve missed the point in MAKING a video. It’s in the making. 

Then move on. Make again. 

Lucky last extra tip because I feel it’s really important to say. My recommendation, avoid discussing your frustrations, hate or backlash online, unless this is your niche. (Talk to your mates but not your audience). The internet moves quick anyway. 

Keep it about your art. Allow it to be seen and move on. Making a whole video about it just isn’t what you showed up for - it never is. You’ll get sucked into another territory. For real for real.