Plished. Brnded. Slck. Poisd. Serio*s. Write them down, because these are TikTok swearwords. If you’re surprised, everything you think you know about the platform is wrong…
Wow, that’s dramatic… But there is some truth to it. TikTok is the raw, authentic, unfiltered kid on the block. So, in the spirit of transparency, we have two questions for you to consider.
Firstly, if you’re not on TikTok, are you even trying to keep up?
Secondly, if you are on the platform, are you actually doing it right?
TikTok isn’t purely for viral dances and lip-syncing teens – it’s now a business powerhouse. With billions of users scrolling endlessly through content, it’s an organic amplifier for any brand trying to stay relevant.
TikTok’s user base has boom exploded! The platform is the timeless party almost everyone’s at – your potential customers, Gen Z, Millennials, and even Boomers are all hanging out there. But here’s the catch: They’re not just there to watch the next viral dance trend. They’re looking for brands that “get them”.
So, with this in mind, how do you win over TikTok’s algorithm?
Understand the Platform
Community. Raw. Customer-first. Unbranded. Say these words again, and let them be your new TikTok mantra. This platform rewards and foregrounds authenticity. But – a word of caution – one viral video is not a strategy. Repeat success is never a fluke. It’s grounded in insights.
Community:
TikTok thrives on connection and shared experiences. Nurture a sense of community by engaging with your audience, responding to comments, and participating in trends relevant to your brand.
Raw:
Embrace imperfection and authenticity. TikTok users value genuine content over polished, overly-produced videos. Show the behind-the-scenes of your business, highlight your team’s personalities, and be transparent about your processes. Embrace being unscripted and capture real-time moments that resonate with your audience.
Customer-First:
Prioritise your audience’s needs and interests. Create content that provides value, entertains, or educates. Your brand is not the star of this show. Your brand cannot be the star of this show. Your brand will never be the star of this show. Let that sink in.
Unbranded:
As we’ve already mentioned, in a community-first environment, highly branded content will stick out in all the worst ways possible. Remember: You aren’t diverging from, or compromising, any of your core values – you are just communicating them in a way that is suitable for TikTok.
Start with a Strategy and Know Your Audience
No matter who your audience is, TikTok loves authenticity. Forget stiff corporate content. TikTok’s all about realness and “chatting” with your audience like you actually know them. Ditch the jargon, show some personality, and make content that’s engaging and relatable. Basically, be yourself and connect. That’s how you’ll grab attention and build a following.
Once you’ve clearly defined who your audience is, you can tailor your content accordingly. Think about their unique interests, characteristics, and the communities they form part of. This will largely shape the strategy that shapes your content. Please, don’t just take content from other platforms and repurpose it.
A quick aside…
At Flume, the digital arena is our playground. To master TikTok, we go straight to the source. How do you crack the TikTok code? You ask the code maker. Our insights, expertise, and strategy are founded on this relationship and understanding of TikTok’s communities. Your agency should do the same for you. If not, you know where to find us.
Content Creation: More Than Just Fancy Filters
TikTok’s algorithm doesn’t care how polished your video is. It cares about whether you can entertain, inform, or make people laugh. Stop stressing about perfect lighting. Focus on what will make people engage with your content. Think trends. Think challenges. Think bold. Whether you’re showcasing your product in a hilarious way, jumping on the latest dance trend, or doing something offbeat, just create content that feels natural and true to your brand.
Switch to a Business Account
If you’re still using a regular TikTok account for business purposes, it’s time for an upgrade. A business account gives you access to analytics, ads, and more. It’s about building a real community, reaching more people, and seeing actual results.
Engage, Don’t Just “Post and Ghost”
TikTok isn’t just a place to blast your brand message and disappear. It’s a community. Respond to comments. Communicate with your followers in a way that makes them feel like you actually care.
Not only does this build trust, but it also makes your brand feel less like a faceless corporation and more like an accessible person people want to interact with. Ask questions, get people talking, and encourage them to create content. That’ll get more people interested and make your brand stand out.
TikTok Ads: Don’t Be Shy
TikTok ads can get your brand in front of a ton of people. Try In-Feed Ads, Branded Hashtag Challenges, or TopView Ads.
In-Feed Ads:
Integrate seamlessly into users’ “For You” feeds, appearing as native content and increasing engagement.
Hashtag Challenges:
Encourage user-generated content around your brand, strengthening community and organic promotion.
TopView Ads:
Command attention as soon as a user opens the app, capturing their focus with a full-screen, immersive experience.
TikTok ads offer targeting options to reach the right demographics. By tapping into the platform’s ad tools and analytics, you can track performance, optimise strategy, and achieve marketing goals.
Analytics: Because Numbers Don’t Lie
Track engagement rates, watch times, follower growth, and video views. Use insights to figure out what’s working and refine your content.
UGC, EGC and Influencer Magic
Influencers can amplify your brand if chosen wisely. Employee-generated content (EGC) humanises your brand. User-generated content (UGC) provides social proof.
EGC bridges your brand and your target community. UGC is the ultimate win when followers create content inspired by your brand. Engage actively with this content.
Conclusion
TikTok isn’t just for unhinged videos and cat memes – it’s a powerful marketing tool. By creating authentic, engaging content, using business tools, and building a loyal community, your brand can flourish.
Building a successful TikTok presence requires consistent effort, data-driven insights, and a willingness to adapt. Track your performance, analyse what works, and refine your approach.
Be honest. Be bold. Be unbranded. Be something… just please don’t be boring.
Kthanksloveyoubye.
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Frequently Asked Questions
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1. Why is authenticity important for TikTok success?
- TikTok rewards raw, genuine content that prioritises community, transparency, and a customer-first approach.
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2. How can a business win over TikTok’s algorithm?
- Focus on engaging, unscripted content, tailor your strategy to your audience, and use business accounts for analytics.
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3. Why switch to a business account?
- Business accounts offer analytics, ad options, and performance tracking, essential for serious marketing efforts.
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4. How can TikTok ads boost my brand?
- In-Feed Ads, Hashtag Challenges, and TopView Ads amplify reach, engage communities, and capture attention.
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5. What role do influencers, EGC, and UGC play?
- Influencers amplify reach, EGC humanises your brand, and UGC provides social proof to build trust and credibility.
