TikTok has two publishing paths, and which one you get depends on TikTok, not on you. Both work from the same editor.
What you need on your account
- A TikTok account. Any account works; a business account is not required.
Connecting it
- Open Social Media, then Channels.
- Click Connect on the TikTok tile.
- Go through the permissions on TikTok's screen and authorise.
What it can do
- One video per post
- Title and description
- Who can see it, and whether comments, duets and stitches are allowed
- The commercial disclosure TikTok requires
- Scheduling and the calendar
What it cannot do yet
- Images
- Several videos in one post
- Comments in the inbox
When it does not work
The video lands in the TikTok app instead of going live. That is the draft path. TikTok only opens direct posting after it has reviewed an app. Your video and text are already there; you finish the post in the TikTok app.
The publish button stays greyed out. The commercial disclosure is on but neither option is picked. TikTok requires you to say whether a post promotes you, somebody else, or both.
A branded content post refuses to be private. TikTok's rule: branded content is always public.