Since the advent of the Internet, masculinist communities have been spreading online. This last decade, several masculinist subcommunities emerged on forums and social media platforms to counter feminism and progressive politics. My present work examines French-language masculinist discourse on TikTok and how content creators exploit the platform’s affordances to increase their visibility. A data set of 100 videos and their metadata has been collected after an online ethnography. The content, format and captions were thoroughly analyzed with the help of qualitative methods. The results indicate that the videos reiterate an idealized masculinity, advocating conservative values and, thus, consolidating patriarchal norms, notably with the “alpha male” figure. The analysis also demonstrates that content creators use editing templates, stitches or hashtags to “blend in” on TikTok and transmit their ideas. Overall, the study aims to expand the discussion around masculinity, masculinism and digital platforms with non-English data.