Best Practices: How to Use TikTok Photo Posts

TikTok = videos? Not quite.

With the introduction of photo posts, the platform has created a new content format that opens up exciting opportunities for creators and brands. Especially for those who love visual storytelling, it offers a refreshing alternative to classic videos.

But how do TikTok photo posts work? What can they be used for – and how do you get the most out of the new format?

In this article, we’ll take a closer look at what TikTok photo posts are, how you can create them and which best practices will help you to inspire your audience even without moving images.

What are TikTok photo posts?

TikTok photo posts are reminiscent of Instagram carousels. Instead of moving images, you present a series of up to 35 photos that automatically play as a slideshow. Users can swipe through the images or simply let the slideshow run. You can recognize photo posts by the special symbol at the top right of the preview image.

Particularly exciting: With the TikTok photo mode, you can add music to your pictures, add captions and use filters and effects – just like with videos. This allows you to tell stories, showcase products or share personal insights without having to edit a video.

The format was introduced in mid-2022 and has been growing in popularity ever since – partly because it offers new creative freedom and often makes content creation quicker and easier. You can also use it for ads. TikTok Carousel Ads work on the same principle as Photo Posts.

How do you create photo posts on TikTok?

Photo posts can be created directly in the TikTok app. Here’s how it works step by step:

1. Tap on “+”
   Start as usual by tapping on the plus symbol to create a new post.
2. Select photos from the gallery
   Instead of recording a video, select the “Photo” tab at the bottom right or tap directly on your gallery. You can now select up to 35 images.
3. Set the order
   Sort your pictures by moving them around. This allows you to determine the order in which they are displayed.
4. Add effects and music
   Choose a soundtrack, add filters or text and adjust the timing of the slideshow. The photo mode gives you lots of opportunities to let off steam creatively.
5. Write and post a caption
   Add a suitable caption – ideally with hashtags – and share your post with your community as usual.

What are TikTok photo posts suitable for?

TikTok itself describes photo posts as the ideal way to “tell a story in pictures”. In fact, the carousel posts are suitable for much more than just beautiful landscape photos or throwback moments.

1. Behind the scenes

Show your followers what happens behind the scenes – at events, productions or in everyday working life. You can document processes and developments authentically with a photo series.

2. Product and brand presentation

Photo posts are ideal for visually showcasing products or new collections. Multiple images allow for detailed shots and different perspectives.

3. Before and after posts

Whether an interior makeover, DIY project or transformation story – a slideshow can be used to showcase a development in an emotional way.

4. Recipe or DIY instructions

Step-by-step photos also work on TikTok, especially if you show each step as a separate element and add explanatory text.

5. Mood boards and visual inspiration

Collages, mood boards or visual collections can also be shared as photo posts – ideal for creators from the fashion, design or lifestyle sectors.

6. Customer testimonials

Present quotes and successes from your customers in a series of images – for example, as a mini case study. This creates trust and has a lively effect.

7. Team introductions or recruiting content

Use photo posts to introduce new employees or provide insights into the team. This makes employer branding visual and approachable.

8. Campaign support

Accompany social media campaigns with suitable image series, for example for the launch of a new product or to draw attention to a cause as an NGO.

Best practices for TikTok photo posts

To ensure that your photo posts not only look good but also perform well, it’s worth keeping a few success factors in mind. Here are a few tips, some of which come from TikTok itself.

• Use visual storytelling: Think in terms of stories, not individual images. Think in advance about which sequence of images will create a common thread – be it a process, a sequence or a real story with a beginning, climax and conclusion.
• Make the first slide eye-catching: First impressions count and your first image often decides whether someone sticks with it or scrolls on. Pay attention to strong motifs, clear messages or a visual cliffhanger. Sometimes curiosity can be aroused with simple means.

• Use text in a targeted way: Short texts or overlays can reinforce the image message, provide orientation or deliver additional information. Important: Not too much text per image – less is more. Remember: TikTok is all about visual information.
• Choose the right music: The soundtrack also makes a big difference to photo posts. Choose music that matches the mood of your post and picks up on trends. This can boost your reach.
• Use hashtags and captions cleverly: The same applies to photo posts: a well thought-out caption and suitable hashtags improve visibility. Use keywords, but keep the language natural.
• Pay attention to formats & image quality: Photos in portrait format (9:16) work best. Ensure good resolution, clean composition and consistent colors – especially for carousels with multiple images.
• Encourage interaction: Ask a question at the end or ask for feedback, for example “Which picture do you like best?” or “Have you tried it?”. This increases the chance of comments and interactions.

TikTok photo posts provide room for creative content

No, TikTok is unlikely to turn into a pure photo app. But TikTok photo posts are an exciting format for anyone who wants to tell stories in pictures, quickly, creatively and without complex video production. They open up new opportunities for brands, creators and organizations to present visual content in a varied way and engage with their community.

Whether for product showcases, behind-the-scenes insights or tutorials, with the right idea and a few proven best practices, photo posts are a breath of fresh air in your TikTok feed.