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Digital Marketing

4 best-practice tactics for creating successful TikTok brand content.

TikTok is a platform used for creating, sharing, and discovering short video content. In a short period of time, TikTok has blown up around the world, with the app being downloaded over 2.6 billion times worldwide and an estimated 1.1 billion active users (as of February 2021). So, why are we telling you this?

Well, those 1.1 billion active users… They could be your new audience. 

TikTok has become the go-to social platform for consumer relations, with a focus on corporate advertising going out the window in favour of creating an engaged, organic following around snappy, relatable content.

If you’re thinking it’s time to break into TikTok for yourself, here are a few best practices to keep in mind for success:


1. Keep up with the latest trends

This applies to almost every social media channel, but it’s never been more important than with TikTok. Almost every day, a new trend, hashtag, or dance sweeps through the platform and you need to act fast if you’re going to be part of it.

However, it’s also important to remember that any content you share needs to be on-brand and relevant to your audience. To do this, take time to think about ways of utilising these trends for your own benefit, including your brand messaging and values while tapping into the latest craze.  

GymShark’s execution of this is perfect. They’ve taken the #AnythingCanBeAnAlbumCover trend and used this to promote their own messaging in a way that’s relevant to their audience. Not only are they keeping their brand up-to-date, but growing their audience with successful organic posts that help them reach potential customers. Click here to watch.

Another great example comes from Ryanairs’ TikTok, also using the platform to increase their relevance with a younger audience. They’d had the creative idea of taking negative comments and turning them into consistent, comedic content with a positive turnaround. Click here to watch.

Each of these examples shows the way that TikTok is being used to create brand-building content that fits the TikTok platform while also showing brand personality and values.


2. Jump on trending #hashtags

If you find a trend, you’ll find a hashtag! Normally, these two practises go hand-in-hand, and using hashtags means that you’ll be grouped with all the other related content. 

Although you may feel like you’ll be lost in the crowd, popular hashtags are displayed on the “Discover” page of TikTok, meaning that it will allow new people to discover your brand. Plus, as an added bonus, the TikTok algorithm loves popular hashtags, so your content is more likely to appear in the feed!


3. Keep it catchy with trending music

In the same way as hashtags, choosing trending music can also increase the exposure of your TikTok content. When you include a song, it’s tagged at the bottom of your video, and this can once again put your brand in front of new people.

Often, certain songs are associated with particular trends, so you’ll want to make sure you’re up to date on this before creating content! Even if you’d rather not have music in your videos, a sneaky tactic can be to include it anyway and turn its volume down, giving you the extra visibility without the music.


4. TikTok bio optimisation

Now, finally, you need to make sure your profile bio is optimised. 

The objective of a successful TikTok is likely to drive traffic to your brand, so if you’re doing everything right and your bio isn’t doing its job, then it’s all been for nothing.

Here’s what you need to keep in mind for your TikTok bio:

  • Provide a summary of your brand
  • Show off what makes you different
  • Don’t forget your external link(s)

So, if you’re thinking it’s time to break into TikTok, following these four best-practise tactics will give you the best chance of creating successful, organic content that increases your audience and drives towards your overall brand objective. 

Time is ticking… Start creating!

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.