Harnessing TikTok's growth potential: Practical strategies you can implement
TikTok, the global platform for awareness, discovery, and influence, is rapidly changing the way brands connect with consumers. With quick decision-making and a strong emphasis on authenticity, TikTok offers a unique opportunity for brands to grow their presence and customer loyalty.
Success on TikTok doesn't happen by chance. Brands that see real traction understand the platform, partner with the right creators, and build content strategies designed to evolve and grow. A successful TikTok strategy focuses on relevance, trust, and consistency, showing up where the audience is in a natural and unforced way.
To achieve this, brands should focus on specific TikTok communities for relevance. These include #MoneyTok, #SkinTok, #BeautyTok, #CleanTok, #FitTok, and #SustainabilityTok. Repurposing content from other platforms for TikTok won't be effective. Instead, content should be tailored to TikTok's native style: short, sharp, relevant, and creative.
A forward-facing cultural calendar is also essential. This includes seasonal peaks, retail dates, and relevant awareness days, allowing brands to quickly respond to cultural moments. Allocate 20-30% of the content schedule for last-minute opportunities that align with trends or conversations in real time. The algorithm prioritizes engaging and fresh content on TikTok.
Leveraging creator partnerships is key. These partnerships can generate a large number of assets for various content needs, planning hooks, shot types, and platform edits in advance. Creators are a modern form of word-of-mouth and hold trust on TikTok. Authenticity is rewarded in TikTok's creator-first ecosystem.
Startup brands can achieve global fame on TikTok. Skin+Me, a British skincare brand, grew fast by leveraging creator-led storytelling on TikTok. German brands like Adidas, BMW, and Nivea have also implemented successful TikTok strategies in recent years. These strategies often involve partnering with micro- and nano-influencers to build trust and authentic engagement on the platform.
However, an appropriate approval process is necessary to balance speed with brand safety. Brands must ensure their content aligns with their values and guidelines while still maintaining the spontaneous and authentic feel that TikTok values.
In conclusion, success on TikTok requires a clear strategy, a deep understanding of the platform, and a commitment to authenticity and relevance. Brands that can navigate these challenges will find a powerful tool for reaching and engaging consumers in a rapidly changing digital landscape.
