TikTok has exploded into a staple social media network and a favourite to use by many in the last few years. With over 800 million active monthly users worldwide and 2 billion application downloads so far, it is definitely a channel that sparked a lot of interest. Not only among daily users but also of brands all around the world. Many of them now see TikTok as a fresh new marketing channel. 

TikTok content

The unexpected rise of TikTok

Many say that TikTok has entered the social media world in a perfect moment as its popularity skyrocketed during the coronavirus pandemic. With its light and catchy content, which is easy to replicate and adjust to your own style, it has become a perfect way to brighten up lockdown days’ boring and predictable routine.

It is undeniable that TikTok dances and funny sketches became a highlight of the day for many social media users. Whether you participated and filmed your own version or you just enjoyed consuming this content, it all contributed to the rise of another social media giant. And don’t tell me you haven’t tried the famous Dalgona coffee recipe, which went viral thanks to TikTok. 

viral trend

So, even though TikTok was first released in 2016. it got its huge break during the pandemic

”The platform saw the highest number of app downloads in Q1 2020, driving over 315 million downloads worldwide. This coincided with the time when countries worldwide got locked down, and people turned to social media trends to keep them busy at home and connected with their friends, family and wider world.” – states the Tug article.

To catch the train and reach this whole new group of potential consumers, brands have increasingly started to adjust their social media strategies to fit the TikTok platform into it. But, many of them found themselves lost in all the content daily uploaded to this platform. Not to mention the age gap between users and those who need to plan the TikTok brand strategy.

It is needless to say that for many starting this process was rough and still is a bit daunting. So, if you’ve yet to include TikTok into your brand strategy, here are some basic tips to keep in mind. 

Learn to use the TikTok algorithm

So just like Facebook and Instagram, TikTok, too operates on a specific algorithm. If you master it, there is a better chance your videos will perform better.

So, how does it work?

The main thing to consider is that when you publish your video on the platform, it gets shown first to a small niche audience. TikTok then analyzes the group response by how many people have watched the whole video, how many liked it or commented etc. If the video got a great response in this small ”test” group, TikTok then slowly expands the audience circle, and by doing so, the video gets more and more views and engagement. So as long as the video performs well, its reach is expanding, which is how viral videos get to the stage of millions of views. 

Of course, your main goal as a brand present on TikTok shouldn’t be going viral. But knowing this fact, you should focus on getting your users to interact with you by creating interesting and relevant content. As a result, you’ll gather a strong fanbase and maybe even get that viral video which is a dream for every social media manager. 

If you need some advice on how to increase engagement on your other social media channels, read our blog post about it called Social Media Engagement – How To Get It?

TikTok content making

A snappy response

As I mentioned above, when talking about TikTok, it is imperative to stay relevant, be on-trend and put out content in a moment. But, that may be more tricky than it seems as new TikTok trends emerge almost daily. So, if you plan to have a TikTok profile for your brand, you have to be prepared to follow them and always be up to date.

Whether you do it in-house, via an agency or through an ongoing influencer collaboration, you have to consider that TikTok content creation is a full-time job.

Whichever route you choose to pursue, remember that a quick response to the latest TikTok trend may transfer to thousands of new followers overnight, which can potentially become your future customers. So this is not a place for long brainstorming sessions and developing detailed strategies.

TikTok asks for a quick and easy fix in the form of a short video on the current trending topic. 

Not another perfect grid

Unlike other social media like Instagram or YouTube, TikTok videos are not all about perfect lighting, high video quality etc. In recent years, social media has generally taken a turn towards less edited and staged content. So rather than using perfect lighting and expensive equipment, you should thrive on creating genuine and organic content which will be relatable to your target audience on TikTok.

So, you don’t have to worry if all your TikTok videos are not themed or have the same ”look”. TikTok is a platform all about an eclectic sense of humour and visual identity. So, embrace it and show another more ”human” side of your brand. If done well, it can come a long way.

TikTok content strategy

Build a community

The more unpolished and quirky your videos are, the chance is you’ll get more engagement. Therefore, brands need to use TikTok to build a strong online community, not only as a channel for marketing efforts. To do so, you can use your other already established social media channels and drive some traffic to your TikTok channel from there.

For example, a common practice when brands start to post TikTok content is to share it on their Instagram profile in the form of a Reels video. The chances are that they already have thousands of Instagram followers, so by crossposting TikTok content on Instagram, you’re inviting your already existing fanbase to join you on this other social media channel they probably already use in some percentage. 

A common misconception

Many people disregard TikTok as a social media catered only to kids or audiences younger than 18 years. Well, the latest available data about TikTok audience age rage in the US debunks this myth.

”The percentage of U.S.-based TikTok users by age:

  • 10-19 – 32.5%,
  • 20-29 – 29.5%,
  • 30-39 – 16.4%,
  • 40-49 – 13.9%,
  • 50+ – 7.1%.

This means that the TikTok user base is ageing up (so get on it now!).” –  all data via Comscore.

This data shows that if your target audience is 29 to 49 age bracket, TikTok is still quite a relevant social media channel for you. However, you need to study what kind of content they consume and how to present your brand best.

If you need some help planning your social media content on different channels, read our blog post on that topic: Social Media Calendar – How To Plan Your Content And Which Tools To Use


Darija Ilić

Account executive at Kontra agency. PR graduate, huge animal lover and travel enthusiast.