Well, TikTok is back! With that being said, how’s a brand supposed to grow on TikTok in 2025? This endeavor requires a dynamic strategy that combines creativity, authenticity, and leveraging platform-specific features. Here are 10 steps to maximize your brand’s presence on TikTok.
Create Authentic, Engaging Content
Stay up-to-date on TikTok trends, including sounds, hashtags, and challenges. Participate in those trends that are apropos to your brand.
Level up the storytelling by focusing on BTS, brand values, and customer experiences.
Follow the 20/80 Rule. That is, promotion 20% of the time and entertaining, engaging, and/or educational content the other 80%.
Use TikTok-Specific Features
Experiment with short-form videos (under 15 seconds) for higher viewer completion rates.
Engage directly with your audience via live streams. This could mean showcasing product launches, Q&A sessions, or tutorials through TikTok Live.
Use polls, Q&As, and other interactive features to foster engagement.
Collaborate with Creators
Partner with influencers and creators who have niche, engaged audiences cohesive with your brand.
Optimize for Discovery
Use relevant and trending hashtags strategically.
Include keywords in captions to make your content searchable without TikTok’s growing SEO capabilities.
Cross-promote your TikTok on other platforms like Instagram Reels, YouTube Shorts, and even Pinterest.
Build a Content Calendar
Post diverse content on a regular schedule. Rotate between tutorials, trends, challenges, duets, and customer testimonials.
Engage with Your Community
Like and respond to viewer comments and DMs.
React to user content or amplify other creators’ videos to increase your brand’s visibility.
Experiment with Paid Advertising
Use TikTok’s advanced targeting tools to reach specific demographics through in-feed or spark ads (boosting existing popular videos that feature your brand).
Analyze and Adapt
Track KPIs like video views, engagement rates, and audience retention to understand what resonates.
Adapt your strategy based on user interactions, comments, and trends.
Build a Strong Identity
Maintain consistent branding (colors, fonts, logo) and brand voice across your videos.
Explore Emerging Features
Leverage TikTok’s new AI tools and AR filters to encourage user interaction.
Regardless of what happens to TikTok in the future, many of these recommendations transfer to other social media platforms like Instagram and Facebook. Your content—on whatever platform—should be consistent, engaging, diverse, collaborative, and authentic to your brand.
No idea what to post? Join Media À La Carte’s Content Calendar Club which delivers a done-for-you content strategy with prompts for Reels, Carousels, Captions, and Stories to help you grow your audience and convert them to customers.
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