Brand and Creator-Led Approaches for Businesses on TikTok

authorShannon Correia dateMay 11, 2022

The TikTok algorithm can be mysterious, with no certain set of rules that guarantees that a video will go viral. That said, there are approaches that creators and businesses alike follow as a means of finding success on the app. Let’s take a look at the ways your brand can thrive on TikTok. 

TikTok has fast become one of the world’s most popular social media platforms and has helped a younger generation to find their voices as content creators. Brands have also found their place on the app, which presents social media managers with an entirely new ballgame. It requires strictly video content for one and isn’t as simple as sharing videos across various platforms. 

As TikTok has been around for a few years now, the app has developed helpful content to aid creators. In addition to this, there are a number of typical approaches that users have noted work particularly well on the app. When analyzing the best brands on TikTok, you’ll notice that it's important for the content direction to be carefully considered. 

approaches for brands on tiktokThe Basics

You’re going to need to have an apt understanding of meme culture and the power of a hook. Above all, you need to know that TikTok audiences are not consumers for your business to sell to. Instead, they want to see videos related to the content they know and love, which has been accurately tailored to them.

The Audience

Approximately half of the users on TikTok are Gen Zs, so the audience you’re appealing to is different. So too is the culture and intention of the content you see - as much as it can be educational, inspirational, and entertaining, it has a differentiating edge in comparison with social media marketing on other platforms. Your business may be connecting with your existing audience on TikTok, or even finding new ones. 

The Niche 

Producing videos that depict a direct reflection of your business is not enough on TikTok. In other words, simply showcasing your products and services will likely fall flat. Instead, you need to find an interesting edge and develop a brand voice that is distinct. One of the things you’ll hear time and time again when it comes to developing a strategy is about a niche; finding it, and doubling down on it.

For instance, a gym brand could share fitness videos. However, this topic is not specific enough. There is a slew of fitness videos, so this generalized approach may not bring much success. A clear-cut example of this is LinkedIn. While the connection between a professional social networking site may seem out of place on TikTok, the company has found success by sharing humorous takes on office antics. 

Taking Risks

In this way, brands have the opportunity to tackle social media from an entirely new approach. It requires creativity and more importantly, a leap of faith. There is no guarantee that going off the beaten path will work, and when a brand’s reputation is at stake, it can be tricky. Being original and finding your voice are key. However, with risk comes great reward. 


The potential to find success on TikTok is huge, with videos growing to millions of likes, and never mind views. And, of course, it isn’t just about exposure and brand awareness. Anyone on TikTok will tell you that the comment sections are often just as good, if not better than the video content. That is why engagement needs to be a central part of your TikTok approach. 

TikTok’s Resources

For brands, it is imperative that you make the most of the resources available to you. An example of this is TikTok for Business. This is incredibly helpful in establishing your brand and campaigns within the app’s given guidelines, with everything from TikTok ads to in-depth insights about your account’s performance. 


It is also important that you invest accordingly. While random videos that are overtly stylized tend to do well on TikTok, you still need high-quality footage that is well-lit. Once you have this down, you can focus on recording every day for consistency - without planning too far in advance and especially with a social media calendar the way you may be able to for other platforms like Instagram. 

Influencer Culture

Another difference we see on TikTok is a shift away from celebrity culture. Creators have gained significant followers online, and thus the opportunity to drive influencer marketing remains. Businesses need not take on the entirety of their marketing on TikTok, and can instead find success in reaching further with creator partnerships. 

Social Shopping

Another approach for business is to create a TikTok Shop. This is an exciting extension of social shopping that is steadily growing. TikTok partnered with Shopify to allow businesses to promote and sell their products directly through the app. There are various ways to do this, from in-feed videos and live videos to campaigns and creator collaborations. 

Scanning the Market

As with all marketing endeavors, it is important that you’re in touch with the market and your industry. Conducting ongoing research to monitor trends and shifts in the interests of your audience is crucial. It is also key that you keep an eye on your competitors. This will alert you to hashtags to use and trends that you can put a creative spin on in time. 

TikTok presents businesses with the opportunity to share a different side of the brand’s personality. By incorporating traditional marketing techniques with the resources and tips that TikTok users are learning along the way, you can find success on the app. Experiment, engage, and enjoy!

If you’re looking for an agency to assist with videography and social media strategies, speak with us at Nexa.