TikTok – It’s Time to Win Over the Algorithm in 2025

P*lished. Br*nded. Sl*ck. Pois*d. 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 in 2025? 
• 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! In 2025, TikTok 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 on TikTok.

Once you’ve clearly defined who your audience is, you can begin to tailor your content accordingly. Think about their unique interests, characteristics, and the communities they form part of. This will largely shape the strategy that will shape your content. Please, we beg of you, don’t just take content from other platforms and repurpose it. 

A quick aside…

At Flume, the digital arena is our playground. In order to master TikTok, we went 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 the insights about TikTok’s various communities. Your agency should do the same for you. If not, you know where to find us. 

Content Creation: More Than Just Fancy Filters

We’ve already mentioned this, so we’ll keep it brief: TikTok’s algorithm doesn’t care how polished your video is. It cares about whether you can entertain, inform, or make people laugh. So, stop stressing about perfect lighting. Instead, focus on what’s going to 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 (don’t worry, we won’t judge), or even 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. Go ahead and make the switch to a business account. Why? Because you’re not just here to post videos; you’re here to track your success. TikTok’s business tools are like the backstage pass to your brand’s success. You’ll get access to analytics (WE LOVE DATA), ads, and more. It’s about building a real community, reaching more people, and seeing actual results.

Engage, Don’t Just “Post and Ghost”

Here’s the deal: TikTok isn’t just a place to blast your brand message and disappear. It’s a community. So, go ahead and engage. Respond to comments. Communicate with your followers in a way that makes them feel like you actually care (because you do… right?).

Not only does this build trust, but it also makes your brand feel, well… less like a faceless corporation and more like an accessible person people want to interact with.

Just remember, it’s a social media platform, so be social. Ask questions, get people talking, and encourage them to make their own content. (Make a mental note here… we will circle back). That’ll get more people interested and make your brand stand out on TikTok.

TikTok Ads: Don’t Be Shy

Let’s talk about TikTok ads. If you thought TikTok was only for organic content, think again. While success on this platform is less dependent on paid content, ads on TikTok can get your brand in front of a ton of people. You can try out In-Feed Ads, Branded Hashtag Challenges, or TopView Ads that make users stop scrolling. It’s like a digital billboard, but wayyyy cooler.

In-Feed Ads:

Seamlessly integrate into users’ “For You” feeds, appearing as native content and increasing the likelihood of engagement.

Hashtag Challenges:

Encourage user-generated content around your brand, strengthening a sense of community and organic promotion. By creating a unique and engaging challenge, you can tap into TikTok’s creative energy and generate widespread brand awareness.

TopView Ads:

Command attention as soon as a user opens the app, capturing their focus with a full-screen, immersive experience. This premium placement ensures maximum visibility and brand impact.

TikTok ads offer a range of formats and targeting options, allowing you to tailor your campaigns to specific demographics, interests, and behaviours. By tapping into the platform’s ad tools and analytics, you can track performance, optimise your strategy, and achieve your marketing goals (Wahoo. Have a 2-minute dance party).

Analytics: Because Numbers Don’t Lie

Alright, let’s talk about really digging into your TikTok data. You’ve nailed creating awesome content regularly, but how do you know if it’s really working? That’s where TikTok’s analytics come in – they’ll give you the inside scoop on how your videos are performing. 

Check out your engagement rates, watch times, and follower growth to figure out what’s working. Then, rinse and repeat. Keep tweaking your content to give your audience exactly what they want. 

What to keep an eye on:

• How People Interact: Are they liking, commenting, sharing, and saving your videos? Lots of engagement means you’re hitting the mark.
• Watch Time: How long are people actually sticking around to watch? Longer watch times mean you’ve got them hooked.
• New Followers: Are you gaining followers steadily? This shows new people are discovering your content and liking what they see.
• Video Views: How many eyes are on your videos? High views mean your content is reaching a wide audience.

UGC, EGC and Influencer Magic

People don’t just believe brands. You need allies, ambassadors, and amplifiers. 

Let’s start with the most obvious: TikTok influencers. This is usually the go-to when brands look for people who can “make your brand the next viral sensation”. The key? Pick influencers who are a match for your brand. You’re not looking for the influencer with the most followers. You’re looking for the one who gets your brand and can speak to your audience in a way that feels authentic. Another word of caution (sigh) – there is an increasing rise in influencer fatigue, so make your selection wisely. Or, you could also opt for EGC and UGC. 

And we are officially circling back…Employee-generated content (EGC) and user-generated content (UGC) are priceless. Both forms of content can be deployed effectively to heighten your brand’s identity and credibility. 

• EGC is how you humanise your brand. Think of this content as the bridge between your brand and the community you want to target. Your people speak volumes about who you are. 
• UGC is the ultimate “social proof” win. If your posts successfully get people to create their own content based on your brand, WELL DONE. Content posted by people organically on their channels – including blog posts, reviews, product images, testimonials, etc. – is invaluable. When this happens, don’t forget to engage!

Conclusion

TikTok isn’t just for unhinged videos and cat memes – it’s a powerful marketing tool for businesses that know how to use it. By creating authentic, engaging content, using TikTok’s business tools, and building a loyal community, your brand can flourish on this platform. 

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 accordingly. By understanding your audience, creating valuable content, and staying true to your brand’s identity (while understanding how to bend the rules), you can own TikTok and achieve your business goals.

Be honest. Be bold. Be unbranded. Be something… just please don’t be boring. 

Kthanksloveyoubye.