In the ever-evolving landscape of social media, TikTok has emerged as a powerhouse, a platform that offers a chance to spotlight your brand’s personality, creativity, and authenticity and connect uniquely with your target audience.

If your target audience is between 18-30 then nailing a TikTok strategy should be at the top of your list. Creating suitable content is the first step, the platform comes with its own distinctive filters, stickers and music giving your videos a distinct and easily recognisable style. TikTok is known for its homemade, authentic style, which even the slickest of brands need to get on board with in order to fit in. So where do you start?

Understand best practise for content

A good place to start is understanding the best practice for content on this channel.  When asked “What content do users most like to see from brands on Tik Tok? “  The top answer by a big margin is ‘funny content’’, 74% of Gen Z and 72% of those aged 26 and over agreed.  

Ryanair is a great example of a brand that’s found success by leaning into the weird side of TikTok. Humorous content often centered around trending memes and formats has helped the brand content chalk up 11 million likes. So, go humorous, or go home….

Embrace the TikTok Culture 

To establish your brand on TikTok, it is crucial to immerse yourself in the platform’s culture – this is a need, not a want! 

  • Spend time exploring popular trends, challenges, and hashtags that align with your brand’s values and aesthetics. 
  • Find your tribe and join in, engage with creators, comment on their videos, build connections and gain insights for your own brand content.

Authenticity Reigns 

Authenticity is the key to making an impact. Users appreciate genuine content that feels relatable and unfiltered.  

  • Showcase the personality of your brand by leveraging creative storytelling, humour, and real-life moments. Consider using behind-the-scenes footage, showcasing your team’s vibrant personalities, or sharing authentic stories that resonate with your audience. Don’t be afraid to show the more playful side of your brand.


Create Viral-Worthy Content 

TikTok is known for its ability to make content go viral.  

  • To maximise your reach, it’s essential to create content that is engaging, captivating, and shareable. Keep your videos short, concise, and native, capturing attention within the first few seconds.  
  • Experiment with different video formats, such as tutorials, challenges, and storytelling, to find what moves the dial. Remember to include trending songs, effects, and hashtags to enhance discoverability. 


Creator collaborations can play a significant role in growing your brand’s presence on TikTok and they become your ambassadors.

Think about who you want to be the face of your brand and be selective, what do they stand for?  who is their audience?  

Partnering with popular creators allows you to tap into their existing audience base and benefit from their creativity and expertise. Seek out creators who align with your brand values and have a relevant following. Collaborative content not only expands your reach but also adds credibility to your brand.

Be Reactive & Adapt 

Just like any other marketing strategy, analysing the performance of your TikTok account is crucial. Pay attention to what works, refine your strategy, and keep experimenting to stay relevant and maintain momentum. 

Take the Trafford Centre TikTok account. A BWP client who has grown a fanbase of truly engaged followers. Our top content for this client has been reactive, fluid content in which we’ve essentially jumped on a trend before it has fully blown up, putting us at the forefront of the curve.  

We discovered that low-fi content, shot by our social team on their phones and edited quickly, drove viral success on TikTok. Now, our Trafford Centre team is always ready to react to trends on the platform. 

By following these key strategies, your brand can thrive and make a lasting impact in the TikTok community, transforming users from disengaged scrollers to active seekers of your content. 

It’s only a matter of time before you need to implement TikTok as part of your social strategy, TikTok, TikTok … 

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