👋 Introduction

Introduction

By the time you finish this guide and implement the strategies inside, you’ll be equipped to grow your audience to 100k+ followers and position yourself for your first 1M+ view video.

Think of content creation like music. There are general rules, fundamentals, and proven frameworks that dramatically increase your chances of success. But just like how good music theory doesn’t automatically make a song “good,” these guidelines aren’t rigid laws. They’re powerful starting points that have consistently worked for creators across niches, while still leaving room for your unique style.

Start With a Plan

Before posting, get clear on your message and direction:

• What do you want to say to the world?
  
• How do you want to position yourself?
  
• What are your goals with content?
  

• Virality?
  
• Personal brand?
  
• Education, inspiration, motivation?
  

We’ll dive deeper into this in the “Niche” section, but having clarity early on helps you choose the right strategy for exponential growth.

Trust the Process

Growth doesn’t always happen immediately.

On average, it can take a creator up to 100 videos to land their first 1M+ viral video. With this guide, many people hit it within 10–30 videos, but the mindset is the same:
Content is a volume + experimentation game.

You gain clarity by posting, not by thinking.

Don’t obsess over choosing the perfect niche or perfect video idea. Start with a few niches in mind, post consistently, analyze, and pivot when needed.

Play the Long Game

A few essential principles:

• Volume and consistency drive growth.
  
• Don’t delete underperforming videos (unless they cause serious backlash).
  
• Use every “bad” video as data: watch time, retention curve, follower conversion.
  
• Algorithms generally prefer accounts that don’t take down videos.
  

Every post gives you information that makes the next one better.

The Reality of Growth

You must understand the trajectory of a creator to avoid quitting.

• The Flatline (Months 1–2): You will likely see little to no traction initially (e.g., 1,000 views). This is the "learning phase" where you master fundamentals like lighting, editing, and camera confidence.

• The Plateau: Many creators quit here or take long breaks because they don't see immediate results.

• The "Click": If you stay consistent through the low views, you eventually hit a "flow" state. The fundamentals become second nature, and your growth will spike exponentially rather than linearly.

Ideation Tips

To validate ideas quickly:

• Use Trial Reels to test concepts.
  
• Use burner TikTok accounts to experiment freely.
  
• Anything that gets 10k+ views is a strong indicator the concept works and is worth expanding into your main content.
  

What to Expect

If you follow this guide with intention and consistency, you will:

• Build your first 100k followers
  
• Identify a repeatable content format
  
• Understand what makes your audience stop, watch, and follow
  
• Dramatically increase your chances of going viral
  

This guide is built for growth, clarity, and momentum.
Let’s get into it.

🦁 Niche

Niche Explained:

Some influencers tell beginners to “become the niche.”

This is the worst advice you can follow.
The only reason why they are able to say this is because they have already built an established personal brand, are really talented, and have thousands of followers.

They are lions. You are not.

To survive, you must pick a niche and commit to it.

This does not mean you can’t tell your story or be authentic.

No.
Your story and authenticity is what will set you apart WITHIN the niche.

In the crowded content ecosystem, your goal is to get your foot in the door and survive.
This means ditching generic lifestyle content and adopting a clear value proposition for your account.

The reality is when a stranger sees you for the first time on their feed for 30 seconds, you are not important yet. If you don't provide specific value to a specific group, they will scroll. You cannot rely on "personality alone" until you have built an audience that trusts you.

Strategy:

The strategy then is to enter a niche and dominate it using a competitive advantage.

 • The Definition: A niche is simply the topic you talk about (e.g., Cooking, Productivity, Business). Your brand is the unique angle you bring to that topic.

• The Goal: You must choose a topic where you can be more entertaining, more inspirational, or more educational than the current competition.

• The "Weird" Edge: Identify your specific competitive advantage. Your background, your odd traits, or your specific situation. These are your "claws" that allow you to kill other competitors hunting for views.

Case Study: (link) @samifly_

Niche: College/Academic  

Market Analysis: Most creators lean into university credibility or straight forward productivity tips. There is a lack of humor and relatability.

Angle: Unlike the other “credible” and “pretentious” creators with credible universities, Sam excels in using humor and extreme study challenges to captivate an audience and dominate the Academic niche.

Summary Checklist:

Answer these questions:

1. Who is the lion? Look at the top creators in your desired niche. What are they doing? (e.g., Are they all cinematic? Are they all serious?).

2. What is the Gap? What is the "underserved" feeling in that niche? (e.g., In the Christianity niche, creator @kentjandraa won by bringing "cinematic vulnerability" to a space that lacked it).

3. What is your Mutation? What specific personality traits, background elements, or "weird" interests do you have that the current top creators don't have? (e.g., Are you younger? Funnier? From a specific culture?).

4. Who is your ICP?: Don't just "tell your life story." Tell your life story to a specific ideal viewer to solve their specific fears or needs.

🪝 Hooks

Hooks (1-5 sec)

This is the most important.

Knowing how to craft a good hook is the difference between having a career on social media and not.

If you cannot capture attention immediately in the first 1-3 seconds, the rest of your video does not matter because the viewer has already scrolled away.

If you are stuck at <1000 views, 80% of the reason is the hook!

Bad/Decent (60k): 20-45% at 0:03, Amazing (3M+): 50%+ at 0:03

Most advice on the internet is very gimmicky.

Add motion effects!
Use zoom effects!
Say “is it possible…” in the first second!

But advice like this will only make you rely on gimmicks rather than understanding how to craft good hooks at its core.

The Framework:

Here is the only framework you need to know to craft your own killer hook:
Steal, Understand, Optimize.

Part 1: The "S" — Steal Viral Hooks

Do not try to be original or guess what works.
To "speedrun" your learning curve, study what is already working.

The Protocol:

1. Go to TikTok: Use TikTok rather than Instagram because its search engine and algorithm are more refined for discovering viral content.

2. Filter for Quality. You want to find videos that are viral (100k+ likes, 1M+ views), recent (<3mo.), and match your format (e.g., talking head, vlog, music montage). The format matters more than the niche. For example, a business creator can study a dating creator if they both use a "talking head" format.
Example (study niche):

3. Build a Bank: Write down the hooks from these viral videos. This becomes your "bank of ideas." Your goal is to take a proven hook structure and mash it with your own niche idea.

For example:

"If you are tired of throwing events that nobody pulls up to..." (Someone else’s viral hook) becomes "If you are tired of running your business 24/7 by yourself..." (yours).

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Part 2: The "U" — Understand (Getting Viral Sense)

Copying isn't enough; you must understand why a video went viral. This usually comes down to keywords.

The Keyword Strategy:

• These are words that trigger emotion in the viewer.

• Casual & Specific: Use words that people actually use in real life, rather than generic terms.

    ◦ Bad: "How to develop better habits."

    ◦ Good: "How to break your shitty habits".

• Examples of Emotional Keywords:

    ◦ "Academic weapon".

    ◦ "200 view jail" or "Algo pull".

    ◦ "Dopamine detox" or "Desexualize your brain".

• Action Item: Create a bank of keywords specific to your niche that resonate emotionally with your audience.

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Part 3: The "O" — Optimize (The Checklist)

Once you have a draft hook, you must refine it to guarantee virality. Use this checklist to take a hook from "good" to "great".

1. Clarity: Is this the most concise way to say it? Remove unnecessary words.

2. Specificity & Numbers: General statements fail. Specifics stand out.

    ◦ Draft: "Make money online."

    ◦ Maximized: "Make $2,000 a day" or "Make 10k a month".

3. The Novelty: Your hook needs to stand out like a purple cow in a field of normal cows. Use unique concepts or "super hooks".

    ◦ Example: Instead of "automate your business," try "AI Agents" or "Passive income machine".

4. Visual Alignment: Does the visual match the text? If you are talking about being young, show a picture of yourself young. This stacking effect makes the video hit harder.

Case Study in Maximizing:

• Draft: "If you are tired of running your business 24/7 by yourself."

• Critique: A bit wordy and generic.

• Maximized: "If you're going broke running a dying business alone, here is the ultimate guide to building a passive income machine with AI agents. Take notes and thank me later.".

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The "ABT" One-liner Hook Framework

For the FIRST line of your video, here is a quick and easy framework. This sets the intention and value of the video in seconds.

• A - AND (The Setup): Establish the character and the situation.

    ◦ Example: "You are a content creator and you are trying to grow your audience..."

• B - BUT (The Conflict): Introduce the problem or obstacle.

    ◦ Example: "...but no one is engaging with your videos."

• T - THEREFORE (The Resolution): Deliver the insight or action required.

    ◦ Example: "You need to master storytelling to keep your viewers hooked.".

Layer your hooks to catch different types of attention.

    ◦ Visual Hook: Physical action (e.g., slamming a coffee cup).

    ◦ Text Hook: Words appearing on screen as you speak (animations keep eyes moving).

    ◦ Audio Hook: A specific sentence designed to filter for your specific audience.

Summary Checklist for Your Next Video:

1. Does your hook capture attention in the first 3 seconds?

2. Did you base the hook on a format that already has 100k+ likes on TikTok?

3. Did you inject emotional "keywords" (e.g.,  "fullest potential," "insecure")?

4. Did you read the hook aloud 5 times to check for flow and clarity?

5. Are you prepared to post consistently for 60+ days even if views remain low initially?

📖 Structures

Structure:

All short-form content are either non-talking or talking videos.

Non-talking videos: usually shorter, easier to make, and more likely to go viral.
Talking videos: usually longer, harder to make, and less likely to go viral, but exponentially better at converting viewers to followers, leads, clicks, etc. if you are good at this format.

Use non-talking videos for engagement and profile views.
Use talking videos for followers, depth, and viewer mobilization.

Non-talking:

• Visuals and on-screen text are the most important elements to these videos.
• You always want to film with great lighting and framing.
• The sound should fit well with the video and the text on screen should hit well.

Best advice for non-talking videos is copying. This means take a viral video on your FYP, use the same sound, and follow the trend to fit your niche or vibe.

For example, these two videos use the same sound but for two different audiences and niches.

Relationship/Relatable (5.3M): https://www.tiktok.com/@miranimer/video/7549042127397801222?lang=en

Study (3.6M): https://www.tiktok.com/@olivia_af_/video/7547935861992639799?lang=en

Talking:

Talking videos can take many shapes and sizes, but the two key formats you need to understand are storytelling content and educational content.
Storytelling content can be thought of as a “narrative story.”

Educational content are just “how-to” guides in video format.

Educational content: easier to make, easier structure, predictable results

Storytelling content: harder to make, involves more creativity and time, unpredictable results, but better at building rapport and credibility with the audience for a loyal following.

Storytelling Framework (very difficult to master):

Chaos: Start Inside the Emotion/Conflict

• Begin your video at the highest-stakes or most emotional moment.

• This is your hook — it immediately grabs attention and stops the scroll.

• Introduce the character implicitly through the action, struggle, or emotion.
  

• Rule: Don’t start with your name or background; viewers don’t care yet.

• Goal: Make the audience care about the character instantly by showing struggle, stakes, or authority.
  

• This sets the tone and gives immediate investment in the story.

Context: Quick Rewind

• Provide only the essential background needed to understand the story:
  

• What happened?

• Where did it happen?

• Who was involved?

• Why does it matter?
  

• Keep it concise—avoid rambling or overexplaining.

Tension: Show the Conflict Escalating

• The “meat” of the story. Build stakes, suspense, or complexity:
  

• Narrative → how the conflict intensifies

• Educational → why the problem is difficult or frustrating
  

• Use story loops to keep viewers watching:
  

• Example phrases: “I’ll get to that later…” or “Wait until you see what happens…”
  

• Use visual storytelling shortcuts:
  

• Reinforcement text to emphasize key points

• B-roll matching the emotional tone (fast-paced for excitement, slow for calm)

Turn: The Plot Twist or “WTF” Moment

• Introduce a surprise, revelation, or twist that changes the story’s direction:
  

• Unexpected result

• Plot twist

• New insight or perspective
  

• This is the moment that makes viewers react and share: the “WTF” or aha moment.

Tie It Up: Satisfying Closer

• Resolve the story and close the loop. Deliver a payoff:
  

• Narrative → outcome, moral, lesson, punchline, karma

• Educational → solution or actionable takeaway
  

• Reinforce the message so the story feels complete and memorable.
  

• Strong endings increase retention and leave the audience with a clear sense of closure.
  

Additional Notes on Delivery

• Structure alone isn’t enough. For these types of videos, your cadence, energy, and personality make the story compelling.
  

• Aim for “FaceTime call energy”: casual, conversational, human.
  

• Use hands, facial expressions, and tone to emphasize key moments.
  

• Practice storytelling to feel natural and engaging on camera.

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Educational Framework (best for beginners):

Hook: Identify the viewer and hit them with the exact pain point they’re currently feeling.

Empathy/Credibility (optional): Show you get their struggle and aren’t preaching from a pedestal or/and mention why you are a credible source to listen to

Analysis (The Solution): Identify and briefly explain the root cause of their issue and the solution.

Reframe: Give them a new lens: flip the belief. Why is this solution helpful and unobvious?

Tactic: Now give ONE simple, actionable step.

Stamp: End with a memorable one-liner or identity shift.

Case Study: (link) Mino Lee

Hook:
Here is the one thing you need to know if you actually want to blow up on Instagram.

And no, it's not what niche you're in.

It's not what captions are above your head.

And it's not knowing which creator to copy next.

I know you guys are watching thinking, oh, we should stand on a roof for our next video.

(Identify: Someone who wants to blow up on Instagram.)

(Exact pain point: Not being able to blow up and believing commonly preached advice that does not work)

This video in particular does not have an explicit “empathy/credibility” line

Analysis (The Solution):

The one thing you actually need to know is simply who your viewer is.

(This video has a CTA in the middle of the video. This is optional)

Like I literally have an entire Google doc about who my ideal viewer is.

Just comment viewer and I'll send you this entire guide for free. (CTA)

Maybe it's your friend that you talk to for two hours every single day.

Maybe it's a version of your former self, but it's one person.

(Analysis: Identify who your specific viewer is and talk to that one person in your videos.)

Reframe:

Because when you're able to talk so hyper specifically to this one person, these social media platforms have a really funny way of targeting the exact type of viewer that resonates with that one ideal viewer in mind.

Your tonality is gonna sound way more natural on camera because you're speaking to a real person and not just this metal box.

And your videos are actually going to be valuable because you're no longer begging the entire world, 8 billion people on this planet, please watch my video.

No, you know the exact 100,000 person tiny subset of the internet that will resonate so deeply with your message.

And the rest of the people can fuck off because it doesn't matter.

That's how you build your 10,000 true fans on Instagram.

(Reframe: Contrary to what you think, speaking to one person is more effective than trying to reach a broad audience.)

Tactic:

So go figure out who your ideal viewer is.

Just comment viewer if you want that full guide. (CTA)

(Action step: Figure out who the ideal viewer is and comment “viewer” for guide.)

Stamp:

All right, I'll see you guys, peace.

(Stamp: Simple one-liner for an extra layer of authenticity.)

Summary Checklist:

Non-Talking Video Questions

• Is the visual quality clear (lighting, framing, shot composition)?

• Does on-screen text strike a nerve with the target audience?

• Is this video following a proven trend or viral format (copying but adapting to your niche)?

• Will this video grab attention in the first 1–2 seconds visually without talking?
  

Talking Video Questions

• Do viewers care about me immediately? (Struggle, stakes, authority)

• Is all info concise and essential?

• Does it identify the viewer and hit their exact pain point?

• Did I flip their belief or provide a fresh perspective?

• Is there a single actionable step the viewer can take immediately?

👀 Visuals

The Power of Visuals

Visuals are one of the biggest differentiators between a good video and a great video, yet they’re often the most overlooked element in short-form content.

Your visuals are the first impression. They determine whether someone chooses to watch, keep watching, or scroll away.

Here are a few key principles:

• The look matters. Think of visuals like the thumbnail and title of a YouTube video. They signal familiarity and quality.
  
• Viewers are more likely to watch content that looks similar to creators they already enjoy. It feels safe.
  
• People are hesitant to “risk” watching something that looks unfamiliar, boring, or low-effort.
  
• In the first 1–2 seconds, your video should visually communicate:
  “This is the type of content you already like.”
  

If the opening frames resemble a TikTok or Reel they’ve enjoyed before, the odds that they stay will skyrocket.

Visuals don’t just support your content, they sell your content before a single word is spoken.

Visually interesting + cinematic clone shot (link)video (@900k+):

Not as interesting, out of focus, visually boring shot (link) video (1,271 views):

A-roll Talking Head Visuals (Rules of Thumb)

1. Prioritize Good Lighting

Lighting is everything.

• Use natural light or a bright artificial light directly in front of you.
• You (the subject) should be well lit.
• The background should be slightly dimmer to create separation and focus.

Good Lighting:

Bad Lighting:

2. Frame Yourself Correctly

• Take up around 80% of the frame.
• Avoid large gaps above your head.
• The viewer’s eyes should naturally land on your face.
  

3. Keep the Background Clean but Interesting

• It should add visual depth, not distraction.
• Ensure your environment looks neat, sharp, and intentional.
• Ideally, leave some distance between you and the back wall—this creates a depth-of-field effect that makes you stand out more clearly.
  

4. Optional but Powerful: Use Your Hands

Adding subtle movement increases retention.

• Simple actions like cutting fruit, doing makeup, making a sandwich, or building Legos add a layer of visual engagement.
• Colorful props or props with progression (something that changes or builds over time) keep viewers watching to see the final result.
• This is a more authentic and subtle alternative to the “subway surfers” or “Minecraft parkour” background footage trend. (link) Example of Minecraft Parkour Video
  

5. The Core Principle

• Don’t overthink it.
• If your lighting is good, your framing is clean, and your background is tidy, your talking-head shot will naturally draw viewers in.

🗣️ Delivery

Delivery: The "FaceTime" Energy

Viral growth doesn't require being loud, angry, or controversial.

This could even push people away.

Instead, aim for the energy of a FaceTime call with a friend.

Calm and authentic with spikes of energy when called for.

Even when you are “talking down” to the viewer as a credible authority of a topic, make sure your delivery still sounds conversational.

The Ideal Viewer Persona: Do not speak to a hypothetical demographic. Visualize one specific real person you know (your "ideal viewer"). Know their problems, beliefs, and how they would object to your advice.

Tips:

Visualization: Before recording, close your eyes and picture that specific person in the room with you. Shake out your body to remove physical stiffness.

Vocal Warm-ups: These warm ups seem silly to do but can break off tension in the voice. Think of your voice as an instrument! Doing a 5 minute vocal warm up on YouTube can help you break any stiffness when filming your video.

Continuous Recording: Hit record and don't stop until the video is done. The first few minutes will be stiff, but you will eventually enter a "flow state" where you forget the camera exists. This is where the authentic footage happens. Do not worry about making any mistakes or being perfect. If you make mistakes, we can edit them out later.

✍️ Editing

Editing

Editing brings your content to life. Without solid editing your idea may flop…

Here is what you need to know about basics.

Deadspace

In talking-head videos, deadspace is one of the biggest killers of retention. Deadspace refers to the tiny pauses. Those split-second gaps at the end of one clip or the beginning of the next where:

• you stop talking,
• you take a breath, or
• you hesitate before your next sentence.
  

These moments may seem small, but they slow down the pacing of your video and make viewers more likely to scroll.

How to Remove Deadspace (CapCut Method)

The simplest way to clean up deadspace in CapCut:

1. Play through your footage clip by clip.
   
2. Trim the end of each clip until the preview shows your mouth just finishing the last word.
   
3. Trim the start of the next clip so it begins right as your mouth opens for the next sentence.
   
4. Listen to the transition to ensure the audio flows smoothly.
   

• If you cut too much, you’ll hear the audio get clipped or chopped.
  

Using Advanced Editors

This process becomes even easier in software like Premiere Pro or similar editors because you can:

• See the audio waveform,
• Identify deadspace visually, and
• Make precise cuts with a higher level of control.
  

Removing deadspace makes your videos feel faster, tighter, and more engaging.

Captions

Captions aren’t required, but they can significantly improve retention and clarity: if you use them correctly. If you choose to include captions, follow these guidelines:

1. Keep Captions Away From the Edges

• Never let captions touch the sides of the screen.
• Avoid placing them too close to the top or bottom where platform UI elements (description, buttons, username, etc.) can cover them.
  

2. Place Captions in the Safe Middle Zone

• The center-to-lower-middle area of the frame is ideal.
• This keeps captions readable without distracting from the subject.
  

3. Match the Font to the Video’s Vibe

Your font choice signals the type of video the viewer is about to watch. It taps into familiarity bias.

• Serious, cinematic video? Use clean, minimal, aesthetic fonts.
• Gen Z, relatable, fast-paced? A classic TikTok-style font helps viewers instantly recognize the vibe.
  

4. Familiarity Drives Retention

Viewers tend to engage with videos that look like the content they already enjoy.
Just like a YouTube thumbnail signals what to expect, captions and fonts visually communicate the style of your video.

If the first few seconds visually resemble a TikTok or Reel they've previously liked, they’re far more likely to stay and watch.

Example Fonts to use:

Cinematic:

• Regular Captions: Helvetica, ZT Formom, ZT Bros Oskon 90s
  Poster Title: Helvetica Bold
  Emphasis: Flaemische Kanzleischrift
  (link) Cinematic Style Video
  (link) @mylenesmind fonts

Relatable:

• Classic Font (TikTok)
• (link) Relatable Talking Head

Music

Enttor: Talking Head Music

Music is one of the strongest tools for shaping the vibe, tone, and pace of your video. The right track can elevate your content; the wrong one can distract or confuse the viewer.

Used correctly, music isn’t just background noise, but a storytelling tool that shapes how your video feels and how long viewers stay.

1. Match the Music to the Mood

Before adding music, ask yourself:

• What tone am I going for?
  

• Somber?
  
• Happy?
  
• High-stakes and exhilarating?
  
• Chill and mellow?
  

• Does music add to this video, or would silence be more powerful?

Only use music if it enhances the experience.

2. Choose the Right Pace

For most short-form content:

• Faster songs with moderate to high BPM help maintain energy and keep viewers watching.
• But always prioritize fit over speed. The track should support the vibe, not fight it.
  

3. Keep the Volume Balanced

Your voice should always be the priority.

• If your voice is at 100%, keep the music around 20% volume.
• The music should complement, not overpower, the message.
  

4. Align B-Roll to the Music (Optional but Powerful)

If your video includes b-roll:

• Switching clips on the beat creates a subtle “satisfaction factor.”
• This isn’t required for every video so use it only when it fits the aesthetic.
  

5. Keep Music Changes Minimal

• Stick to one consistent track, maybe two at most.
• Too many music changes can feel chaotic and pull the viewer out of the moment.
  

6. Don’t Fear Silence

Silence can create emphasis, tension, or clarity.

7. Trending Audio

Use instrumental versions of trending songs. Trending audio triggers a "familiarity bias," but be careful because lyrics will compete with your voice. So either stick to the instrumental only or use music with lyrics softly.

B-Roll

B-roll is a powerful tool for enhancing storytelling, improving clarity, and increasing retention, if it’s used intentionally.

1. Choose Visually Interesting B-Roll

• Make sure the lighting, framing, and overall shot quality match the standards of your main footage.
  
• Visually engaging b-roll keeps the viewer’s eyes active and prevents boredom.
  

2. Use B-Roll With Purpose

Before adding any b-roll, ask:

• Does this clip make my message clearer?
  
• Does it visually reinforce or enhance what I’m saying?
  

If the answer is no, don’t include it. B-roll should support the message not distract from it.

3. Change B-Roll at the Right Pace

• Changing clips every 1.5–2 seconds is a helpful guideline, but not a strict rule.
  
• Do what fits the pacing, tone, and style of the video.
  
• Changing clips on the music beat adds a subtle but effective satisfaction factor.
  

4. The Sound-Off Test

A strong video should still make sense with the sound off.
(a lot of people watch videos on mute)

Ask yourself:

• If someone muted this video, would they still understand the message and enjoy the visuals?
  

If the answer is yes, your b-roll is working.

📷 Equipment

Equipment:

I am a very firm believer that you do not need better equipment to make better videos. It is following the hooks and ideas that will get you results.

However, having good equipment can help you produce better visuals and speed up the workflow!

If you are making short-form, tripods are essential.

Tripods (Essential):
(link) $25 Magsafe Tripod I Use

(link) $25 Phone Holder Tripod

Ring Lights (Not Essential): 

(link) $100 Ring Light I Use

(link) $12 Travel Ring Light

Mics (Not Essential):

Wired Mics (better quality)

(link) $200 The Mic I Use

(link) $100 Cheaper Alternative

Wireless:

(link) $200 Wireless Mic

(link) $100 Cheaper Alternative

Editing Software (Essential):

Adobe Premiere Pro (paid) or Davinci Resolve (free) - Advanced

CapCut (free) - Beginner/Intermediate (highly recommend)

TikTok Editor - Beginner