“I like to think of them as content buckets or pillars and you pick three and stick with those for a bit — try a few ideas in each bucket, see what's working what's not. Scrolling through the app is the best way to keep on top of things and then you have to be able to think really fast and post really fast because these trends come and go.”

Structure TikTok content into 3 pillars, test within each bucket before abandoning

Rather than posting randomly and hoping something lands, Maddie Kirby structures One Second Every Day's TikTok strategy around three defined content pillars — e.g. behind-the-scenes, app walkthroughs, trending formats. Testing inside each bucket isolates what's not working without abandoning the format entirely. Rapid iteration is key: TikTok trends have very short windows.