If you’re mapping out your social media strategy, don’t overlook TikTok. Its short‑form videos deliver some of the highest returns on investment, and with forecasts projecting 2.2 billion users by 2027, it’s on par with any other major platform.

What really sets TikTok apart is its appetite for authenticity. Unlike Instagram or Facebook—where polished, highly edited content reigns—TikTok users crave genuine, unfiltered moments. That raw energy fosters an intimate bond between creators and their audiences that’s tough to replicate elsewhere.

Yes, TikTok can feel like a bustling, crowded stage. But for brands and creators who master the art of balancing authenticity with strategic messaging, it offers an unparalleled opportunity.

Below, you’ll find a roadmap to weaving TikTok into your broader marketing strategy—complete with best‑practice tips, creative inspiration, and case studies from brands that are winning on TikTok right now. Let’s dive in!

What is TikTok Marketing?

TikTok marketing is all about promoting your brand, products, or services on one of the world’s fastest-growing social platforms. At its core, it’s the art of meeting your audience where they’re already scrolling—and speaking their language.

Successful TikTok marketing often taps into trend-driven, organic content that feels native to the platform. Think short, snappy videos, popular sounds, and hashtags that ride the wave of what’s trending. Many brands also partner with TikTok creators to bring an authentic voice to their campaigns, making influencer collaborations a key part of the mix.

It’s less about polished perfection and more about connection, creativity, and culture in motion.

Benefits of TikTok Marketing

What sets TikTok apart from platforms like Facebook and Instagram is how it serves content. While those platforms focus on people you already know or follow, TikTok flips the script—its algorithm prioritizes discovery, serving up videos from creators you've never seen before. For marketers, this means one powerful thing: reach. Even with zero followers, your content has the potential to land in front of thousands (or millions) of users.

TikTok is also built for stickiness. Its interface is designed to keep users engaged, scrolling, and watching for as long as possible—giving brands more opportunities to capture attention. Plus, with features like the “link in bio,” it's easier than ever to funnel viewers to products, websites, or other platforms, making TikTok a natural fit for both awareness and conversion campaigns.

If your goal is to reach a younger demographic, TikTok is a goldmine. A whopping 62% of users are between the ages of 10 and 29, making it a top platform for connecting with Gen Z. By aligning your content with what this audience loves—authenticity, humor, and trends—you can work with the algorithm, not against it, and position your brand for viral success.

Here are just a few of the benefits of using TikTok for your marketing:

Every Video Has a Shot at Going Viral

Unlike Facebook, where the algorithm leans heavily toward content from friends, family, and pages you already follow, TikTok plays by a different set of rules. Its discovery-first design means the For You feed is packed with videos from creators you’ve likely never encountered before.

What does that mean for you as a marketer or creator? Every single video you post has a real shot at going viral—regardless of your follower count. It’s not about who you know; it’s about how engaging your content is. That level playing field is one of TikTok’s most exciting (and rewarding) features for brands looking to grow fast.

People Are Buying What They See

On TikTok, discovery doesn’t stop at entertainment—it often leads straight to checkout. Whether you’re running ads, collaborating with creators, or simply sharing organic videos about your products, there’s a real chance someone will see it and hit “buy.” In fact, nearly half of TikTok users say they’ve purchased something after discovering it on the app.

This trend has become so widespread that it’s earned its own viral tagline: #TikTokMadeMeBuyIt. From beauty and skincare to gadgets and home decor, users aren’t just browsing—they’re buying. In one survey, a staggering 89% of TikTokers said they purchased a beauty product they saw on the platform.

As TikTok shopping tools continue to evolve, the path from viewer to customer is becoming more seamless than ever. With features like in-app product links and native ecommerce integrations, brands can now turn casual scrolling into instant conversions—no extra clicks required.

TikTok Influencer Marketing Is Booming

Thanks to TikTok’s powerful discovery algorithm, more brands are tapping into the influence of creators to promote their products and services—and it’s paying off. Creators earn by partnering with brands for sponsored content, seamlessly showcasing products in a way that feels natural to their audience.

What makes TikTok especially unique is how well niche communities thrive. Creators can build massive followings around hyper-specific interests, from #BookTok and #FilmTok to #CleanTok and #GayTikTok. These subcultures aren’t just trends—they’re vibrant communities where users genuinely trust the voices they follow.

As with any influencer marketing, success comes down to finding the right fit. But on TikTok, the built-in niche spaces make that process easier. Whether you’re selling skincare, books, tech, or home goods, chances are there’s already a creator in your space who speaks directly to your ideal audience.

TikTok works well with Instagram

If you’ve already built a following on Instagram, here’s some good news: TikTok and Instagram work surprisingly well together. TikTok has built-in features that make it easy to bridge the gap between platforms and extend your reach even further.

For starters, your TikTok profile can include a dedicated Instagram button—separate from the usual bio link—so viewers can hop straight over to your Instagram with a single tap. It’s a simple but powerful way to turn TikTok traffic into multi-platform engagement.

There’s also the option to automatically share your TikTok videos to your Instagram Stories or feed as soon as you post. This helps you stay active on both platforms without doubling your workload, and gives your TikTok content a second life in front of a different audience.

As Nadya Okamoto, founder of August, puts it: “The beauty of TikTok is that it cross-pollinates to Instagram and YouTube.” Thanks to that synergy, her brand has seen impressive growth—reaching 175,000 followers on Instagram while scaling up on TikTok.

In short? TikTok doesn’t just grow on its own—it helps your other platforms grow too.

How to Create a TikTok Marketing Strategy

To make the most of your TikTok presence—and ensure your efforts actually support your business goals—it’s important to start with a clear, thoughtful strategy. Instead of posting randomly and hoping for the best, follow these key steps to build focused, effective TikTok marketing campaigns:

1. Set Up a TikTok Business Account

Before you dive into creating content, start by setting up a TikTok Business Account—it’s a simple move that unlocks powerful tools to help you market smarter. With a business account, you’ll get access to TikTok’s Commercial Music Library, audience and performance analytics, and a handy web-based Business Suite to manage your presence more efficiently.

Getting started is easy. Just download the TikTok app from the Apple App Store or Google Play, create an account, and follow these quick steps:

• Head to your profile page
• Tap the hamburger icon (three lines) in the top right corner and select Settings and Privacy
• Under Account, tap Switch to Business Account
• Follow the on-screen prompts to complete the switch

With your business account ready to go, you’ll have the insights and tools to spot trends, understand your audience, and start building a strategy that delivers results.

2. Define Your Target Audience

Yes, TikTok is a Gen Z favorite—but it’s far from a one-demographic platform. From Gen Alpha (the next wave of digital natives) to Boomers who’ve found their groove on the app, TikTok’s audience is more diverse than ever. To make your content resonate, you’ll need to get crystal clear on who you’re trying to reach.

Start by painting a picture of your ideal customer. The more detailed your profile, the easier it’ll be to create content that connects and converts. Here are some helpful areas to consider:

• Location: Where do your potential customers live? Even a general region or country helps. If you’re a local business, narrow it down to cities or neighborhoods.
• Age: What’s their age range? Keep it broad unless your product is very age-specific.
• Gender: Does your product or service cater to a particular gender, or is it gender-neutral?
• Interests & Hobbies: What are they passionate about—fitness, skincare, gaming, DIY crafts? Knowing this will spark content ideas and help guide ad targeting.
• Career/Industry: Are you marketing to professionals in a certain field? For B2B brands, job titles and industries can matter.
• Income Level: Are they budget-conscious or more likely to invest in premium products?
• Relationship Status: This can be especially relevant for brands in niches like dating, weddings, parenting, or travel.
• Favorite Apps & Sites: Do they scroll Pinterest for inspiration or rely on Instagram for trends? Knowing where else they hang out online can inform cross-platform strategies.
• Motivations to Buy: What problem are they trying to solve? What goal are they chasing? This insight shapes your messaging.
• Buying Concerns: What might hold them back? Price? Product quality? Trust? Anticipate objections and address them early.
• Other Details: Anything else worth noting—education, lifestyle stage (like new parents or college students), events they attend, and so on.

Understanding your audience isn’t just a box to check—it’s the foundation of every strong TikTok strategy. The better you know them, the better your content will speak their language.

3. Understand the TikTok Landscape

When it comes to TikTok, you're not just competing with businesses in your industry—you’re also up against an endless scroll of creators, trends, and entertaining content from every corner of the platform. To stand out, you need to understand both sides of the competition: your business rivals and your content competitors.

Start by checking in on your direct competitors. Are they on TikTok? If so, what kind of content are they posting? Which videos are getting strong engagement? This can give you valuable insight into what resonates with an audience that’s likely similar to yours. Of course, use this as inspiration—not a blueprint. Your content should reflect your unique brand voice and personality.

Next, explore the wider TikTok universe. Spend some time browsing the For You page, search relevant hashtags, and keep an ear out for trending sounds in your niche. What themes keep popping up? What formats or storytelling styles get people talking, liking, and sharing?

Nadya Okamoto, founder of August, puts it well: “What we really understood from TikTok is that the algorithm and the way the platform works is completely different from Instagram, where you have to be super mindful of how many times a day you’re posting.”

The takeaway? TikTok has its own rhythm. The more you understand what’s already happening on the platform, the easier it’ll be to create content that fits in—while still standing out.

4. Figure Out Your Promotion Strategy

Creating engaging content on your brand’s TikTok profile is essential—but if you really want to accelerate your growth, you’ll want to think beyond just organic videos. TikTok offers powerful promotional tools that include influencer partnerships and paid advertising, both of which can help you reach the right audience faster.

Let’s start with influencer marketing. On a creator-first platform like TikTok, working with influencers is one of the most effective ways to build trust and drive visibility. Influencers serve as a form of social proof, introducing your brand to their loyal followers in a way that feels natural and authentic.

Take Peace Out Skincare, for example. The brand gifted products to TikTok creators, and two influencers collaborated on a video promoting the acne line. The result? A viral hit with over 12 million views, 2.4 million likes, 60,000 shares, and $15,000 in sales in just one day. Even better, the video continued to trend for months, driving consistent sales long after the initial post.

If you’re ready to explore influencer marketing, start by scouting creators who align with your industry and audience. Reach out via direct message or email, offer them free products, and ask for a video in exchange for honest feedback. Not only does this spark brand awareness, but it can also give your product team valuable insight.

Now, for paid ads. TikTok Ads Manager makes it easy to create targeted campaigns, giving you tools to define your audience and boost visibility. Many brands find that a mix of organic and paid content works best. For example, Omolola Jewellery combined TikTok ads with their organic posts during pandemic lockdowns to maintain visibility and reach new customers—especially when in-store visits weren’t an option.

Whether you go the influencer route, invest in paid ads, or combine both, having a solid promotion strategy will amplify your presence and help you hit your marketing goals faster.

10 TikTok Marketing Tips

With your strategy in place, it’s time to bring your TikTok marketing to life. As you start creating and posting content, keep these tried-and-true tips in mind to help your videos connect, engage, and perform their best on the platform:

These best practices can make a big difference in how your audience discovers—and responds to—your brand on TikTok. Let’s dive in!

1. Be Authentic

In the fast-paced world of TikTok, authenticity is your superpower. With countless videos competing for attention, users are quick to scroll past anything that feels too polished, overly scripted, or—worse—like a blatant sales pitch. TikTok isn’t the place for traditional advertising. It’s where people go to be entertained, inspired, or informed.

Before diving into content creation, spend some time simply exploring the app. Let the algorithm learn what you like and serve you videos that can spark ideas. You’ll quickly get a feel for the tone and style that works—and what doesn’t.

Remember, TikTok was built as a community, not a commercial. High-production “cinematic” videos or overly corporate content can feel out of place. Most creators film and edit on their phones, and that raw, unfiltered feel is exactly what makes the platform so relatable and engaging.

Even big brands like Ryanair and Scrub Daddy have leaned into this approach, trading slick messaging for humor, honesty, and a bit of personality. The result? A stronger, more genuine connection with followers—and viral success.

So don’t worry if your TikToks feel less “on brand” than your Instagram posts or website. That’s often a good thing. Embrace the imperfection—it’s part of what makes TikTok marketing so effective.

2. Go Live

If you’re looking to build real-time, human connections with your audience, TikTok LIVE is your golden ticket. Livestreaming gives you a direct line to your followers—and the platform rewards it. Not only does TikTok send a push notification to your followers when you go live, but it also pins your stream to the top of their For You page. That kind of visibility is hard to beat.

Going live is easier than you might think, and it’s one of the best ways to break through the noise. Before you hit “Go Live,” jot down a few talking points to guide your stream, especially for answering common questions. After each session, update your notes based on what came up—this helps you stay relevant and responsive.

Make sure to acknowledge viewers who send “gifts” (those fun stickers and emojis)—they’re not just tokens of appreciation, they actually carry a small monetary value. A simple thank-you goes a long way in building goodwill.

While spontaneous lives are great, having a consistent livestream schedule can help turn casual viewers into a loyal community. Show up regularly, and your audience will too.

Here are a few tried-and-true formats for TikTok LIVE:

• Q&A sessions to address popular questions
• Behind-the-scenes peeks at your process or brand
• Casual hangouts to just chat and connect
• “Work with me” sessions for co-working vibes
• Tutorials that teach and engage
• Guest interviews with creators, customers, or team members

💡 Pro Tip: When planning your livestreams, think about your audience’s schedule. Avoid school or work hours, and aim for time slots that maximize attendance—especially if your followers span multiple time zones.

Going live brings a personal touch to your brand and creates an opportunity for real engagement. Don’t be afraid to show up, be yourself, and keep it interactive!

3. Get the Gear

When it comes to TikTok, fancy equipment isn’t a must—but a little gear can go a long way. In fact, some of the best-performing videos are shot directly within the TikTok app using nothing more than a smartphone. The app itself offers a variety of built-in tools like beauty filters and lighting effects, which help compensate for less-than-perfect lighting conditions.

While you can use pro cameras and advanced editing software, don’t feel like you have to. More polished content often takes significantly more time to produce—and on TikTok, that extra effort doesn’t always translate into better results. The platform thrives on content that feels real, immediate, and unfiltered.

That said, sound quality is one place you shouldn’t skimp. Even if you’re filming with your phone, consider investing in a simple external mic or using earbuds with a built-in microphone. Clear, crisp audio can make your videos more enjoyable to watch—and more likely to be shared or rewatched.

In short:

• Use your phone + TikTok’s in-app tools for quick, authentic content
• Skip the overproduction—it’s not necessary here
• Invest in decent audio—because sound really does matter

Great content on TikTok isn’t about looking perfect. It’s about feeling real. So grab your phone, hit record, and let your personality shine.

4. Keep It Simple

TikTok is all about short, punchy content—so think snackable, not cinematic. Just like you wouldn’t try to cram a whole novel into a tweet, trying to squeeze a full-blown documentary into one TikTok won’t do you any favors.

Aim for 15-second clips that deliver your main message quickly and clearly. If you’ve got more to say, consider a series of short videos rather than one long one. That way, viewers are more likely to stick around—and even binge-watch your content. For deeper dives, a 60-second video can work, but use those sparingly. On a platform where the average video hovers around 7–10 seconds, a full minute can feel like a feature film.

The goal? Make every second count.

• One clear idea per video
• Easy to understand at a glance
• Leave them wanting more, not tuning out

Treat each TikTok like its own little story. Not too light, not too long—just the right balance to keep viewers curious, engaged, and coming back for more.

5. Connect in the Comments

Getting your TikTok video in front of the right audience is one thing—keeping them engaged is another. That’s where your comment section becomes a goldmine for building real connections.

TikTok’s comments aren’t just for quick reactions—they’re where conversations spark, communities grow, and curiosity gets answered. So, when someone takes the time to comment on your video, meet them there!

• Reply to questions
• Acknowledge compliments with a like or emoji
• Join in on jokes or playful banter when it fits your brand

As your following grows and responding to every comment becomes a full-time job (a good problem to have!), streamline things. Keep a running doc of common comment types and your preferred responses. You can also batch-answer frequently asked questions in a follow-up video, TikTok LIVE, or a pinned comment.

Pro tip: TikTok lets you filter and block certain keywords in your comments to keep the vibe positive and troll-free. Don’t be afraid to use that tool—and don’t hesitate to delete anything that crosses a line. You’re building a community here, not hosting a free-for-all.

💡Tip: Until your channel becomes too big to keep up, treat each comment like a conversation starter. Few brands take the time to genuinely engage, so this is your chance to stand out—and win loyal fans in the process.

6. Prioritize Accessibility and Legibility

Ever wonder why the most engaging TikTok creators add bold, clear titles to the beginning of their videos? It’s not just for aesthetics—it’s a smart way to give viewers a quick preview while scrolling through a profile. Think of it like a mini billboard for your content.

Using colorful titles not only helps grab attention but also makes it easier for viewers to find the types of videos they’re most interested in. It’s a small tweak that can lead to a big boost in watch time and engagement.

Just remember: TikTok’s interface covers the bottom and right edges of your screen, so place text in the center or upper third to avoid overlaps. Since users have different screen sizes, it’s best to steer clear of the edges altogether when adding any key visuals or copy.

Accessibility matters too. Always try to include closed captions on your videos. Whether someone is watching in a noisy space, is deaf or hard of hearing, or just prefers reading along, captions make your content more inclusive. Luckily, TikTok’s timed text tool makes this a breeze—it only takes a few extra moments and can significantly improve your reach.

💡Tip: Use large, readable fonts and high-contrast colors for your text. If someone can’t read it in the first second, they’ll likely scroll right past.

7. Embrace TikTok’s New Features

TikTok is always evolving, rolling out fresh tools and features to keep creators inspired and feeds looking fresh. From animated GIF stickers and dynamic titles to eye-catching new filters, there’s no shortage of ways to experiment and enhance your content.

While the TikTok algorithm remains a bit of a mystery, one thing is clear: the platform loves when you use its newest toys. Trying out recently released features can help boost your visibility and keep your content feeling current.

Want to stay ahead of the curve? Consider joining TikTok’s beta program. It gives you early access to new tools before they’re widely available—kind of like having a backstage pass to the next wave of creative trends. It’s a great way to discover what’s coming and potentially set yourself apart from the competition before everyone else catches on.

💡Tip: Don’t feel pressure to use every single new tool. Instead, explore what complements your brand’s style and message, and experiment with one or two new features at a time to see what resonates with your audience.

8. Post Consistently

Consistency is key on TikTok. Many successful creators have seen major growth simply by sticking to a regular posting schedule. Aim to post once or twice a day and go live a couple of times a week. This helps keep your content fresh, your brand top of mind, and your audience coming back for more—without overwhelming their feeds.

TikTok’s fast-moving nature means there’s always something new being uploaded, which makes it all the more important to regularly share your own content. The more consistently you post, the more data the algorithm has to work with—and the better chance you have of landing on someone’s For You page.

💡Tip: Plan your content ahead of time with a content calendar to stay on track and avoid last-minute scrambling. A steady rhythm not only builds momentum but also gives your followers something to look forward to.

9. Experiment with TikTok Stories

TikTok Stories give brands a fun, low-pressure way to experiment with short-lived content—similar to Instagram Stories or Snapchat. This ephemeral format is ideal for sharing behind-the-scenes peeks, sneak previews, or playful updates that keep your audience curious and engaged.

It’s also a great space to test out TikTok’s interactive features, like polls or countdown timers. For instance, a sports drink brand might ask followers to vote on the next flavor—Piña Colada or Cherry Lime—inviting them into the creative process and boosting engagement in the process.

The best part? You don’t have to overthink it. TikTok Stories are meant to be spontaneous, candid, and a little less polished than your main feed. You can even repurpose your Instagram Stories or later stitch together multiple TikTok Stories into a full video for wider distribution. It’s a flexible format that adds more personality and playfulness to your content mix.

10. Monitor your TikTok analytics

Want to know what’s really working on your TikTok? Dive into the app’s built-in analytics—it’s your backstage pass to all the key performance insights. Just tap the Profile tab, hit the hamburger menu in the top right corner, and head to Creator tools > Analytics. From there, you’ll get access to a full dashboard showing post views, profile views, likes, comments, shares, traffic sources, search queries, and more.

Everything is neatly organized into sections like Overview, Content, Viewers, and Followers, so it’s easy to pinpoint what’s resonating and where you can improve.

Use these insights to fine-tune your content strategy. Take note of which videos are getting the most traction and dig into the “Search queries” section to see how people are discovering you. If certain topics or terms keep coming up, consider creating more content around them to boost visibility and reach.

Think of TikTok analytics as your compass—it helps you stay on track and give your audience more of what they love.

5 TikTok marketing examples

What does standout marketing actually look like on TikTok? Let’s take a look at five ecommerce brands that are absolutely crushing it on the platform—and turning those views into real sales. These examples are packed with creativity, community engagement, and smart strategy to help spark your own TikTok inspiration.

1. Rare Beauty

Rare Beauty, the makeup brand launched by singer and actress Selena Gomez, isn’t just riding the wave of celebrity buzz—it’s building a bold, trend-savvy presence all its own. While Selena’s star power definitely gives the brand a boost, Rare Beauty’s TikTok strategy shines thanks to its smart, authentic content.

The brand consistently taps into trending sounds and formats while teaming up with beloved beauty creators like Vidya and Glamzilla. These collaborations help Rare Beauty stay highly relevant in the beauty community and foster genuine engagement with fans. It’s a perfect mix of influencer alignment, trend participation, and meaningful brand voice—proof that even a star-backed brand knows TikTok success takes more than just a famous face.

2. Tropeaka

Tropeaka, the Aussie brand known for its premium wholefood formulas, is winning over TikTok audiences by mixing clean ingredients with a clean strategy. With a product lineup rooted in health and a brand mission that embraces social and environmental good, Tropeaka uses TikTok to bring both its values and versatility to life.

One standout post? A delicious recipe for Double Chocolate Protein Oatmeal Cookies featuring its Rich Double Chocolate Protein Collagen and Cacao Powder—a fun twist that shows how their blends go way beyond the usual shakes and smoothies.

Christine Chiang, a marketing consultant for the brand, sums it up perfectly: “Experimentation is core to our TikTok strategy.” During weekly meetings, the team brings together a mix of original ideas and trending concepts to build content with impact and longevity. While some posts are carefully planned, others are driven by good instincts and a sense of play—because, as Christine says, “that’s what TikTok should be about: fun.”

3. Our Place

Our Place, the beloved kitchenware brand behind the cult-favorite Always Pan, brings the joy of cooking to TikTok with content that’s as flavorful as the dishes it features. Known for its sleek and functional cookware, the brand uses the platform to blend culinary creativity with product storytelling—without making the product the star of every scene.

Instead of heavy-handed promotions, Our Place leans into mouth-watering recipes and cozy kitchen vibes that appeal to both foodies and casual scrollers alike. Think: nourishing meals, family traditions, and dishes that spark nostalgia.

Take their video featuring Brazilian lemonade made in the Splendor Blender. It’s refreshingly simple and beautifully shot—focusing more on the delicious drink and how it comes together than the appliance itself. That’s the magic of Our Place’s TikTok: letting the food shine while the product quietly supports the moment.

4. TileCloud

TileCloud, an Australian brand on a mission to make home renovations more approachable, brings its tile expertise to TikTok in a way that feels both inspiring and refreshingly down-to-earth. With a focus on empowering DIYers and home improvers, the brand blends helpful design insights with a touch of TikTok flair.

On its TikTok feed, you’ll find a curated mix of décor inspiration, hands-on tile-laying demos, and trend-savvy videos that tap into popular sounds and formats. Whether it’s a satisfying transformation clip or a photo carousel showcasing dreamy interiors, TileCloud keeps its content varied and visually engaging.

One of the brand’s standout moves is spotlighting its own employees in videos. Seeing real people—rather than polished spokesmodels—adds a warm, authentic layer to their brand presence. From behind-the-scenes looks to practical tips, it’s clear they know their stuff and enjoy sharing it.

Ella Viney, a social media creator at TileCloud, emphasizes the importance of experimenting. “Balancing originality with trending content is crucial for us,” she says. “We showcase our expertise while keeping things fun and fresh by leaning into what’s trending. And having a team that genuinely values social media has made all the difference in keeping our ideas flowing.”

5. Crocs

Crocs—the iconic foam clog brand once met with skepticism—has made one of the boldest image turnarounds in recent fashion history. Thanks in large part to its savvy TikTok strategy, Crocs has redefined itself as a quirky, cool staple, earning over two million followers and a steady stream of cultural clout on the platform.

The brand leans all the way into internet culture, effortlessly hopping on trending moments with clever content and creative flair. A standout example? When Bridgerton was the talk of TikTok, Crocs wasted no time curating a dreamy collection of pastel clogs and decorative Jibbitz charms that oozed Regency-era elegance—think pearls, florals, and dainty details, all with that signature Crocs twist.

By merging playfulness with trend awareness, Crocs keeps its content fresh, fun, and incredibly shareable. It’s not just about shoes—it’s about storytelling, pop culture, and reminding audiences that fashion can be both bold and lighthearted.

5 TikTok Marketing Trends

To thrive on TikTok, brands need to stay in sync with the platform’s distinct vibe and evolving trends. It’s all about crafting content that feels genuine, effortless, and native to the app. Strategies that work on other social platforms don’t always translate here—TikTok calls for a more customized, creative approach that speaks the language of its community.

Here are five TikTok marketing trends worth keeping on your radar as you shape your strategy for the platform:

1. Stay in tune with meme culture

To keep up with TikTok’s fast-moving meme culture, let the Explore page be your guide. It’s essentially the heartbeat of the platform—highlighting what’s trending, whether it’s a viral dance, a cheeky prank, or a sound everyone suddenly seems to be using. Speaking of sounds, pay close attention to what’s taking off in the audio department—trending music and soundbites are often the backbone of meme-worthy content and can offer early clues about what’s about to pop.

TikTok trends are often closely tied to pop culture moments—think new movies, hot tracks, or even celebrity drama. But here’s the thing: you don’t have to jump on every single trend. Focus on the ones that make sense for your brand and allow you to genuinely contribute to the conversation.

Take Stanley, for example. When Taylor Swift dropped The Tortured Poets Department in 2024, TikTok was instantly overflowing with Swiftie content. Stanley jumped on the moment by creating a carousel video that matched the mood of each song with one of their colorful drinkware items. The result? Over 3.5 million views and 410,000+ likes—proof that the right trend at the right time can go a long way.

2. Inspire user-generated content (UGC)

User-generated content (UGC) is at the heart of TikTok—and savvy brands are weaving it into their marketing strategy. UGC refers to content created by your customers or community, often showcasing your products or services in ways that feel personal and authentic. Think unboxing videos, candid reviews, or “day-in-the-life” clips featuring your brand.

What makes UGC so powerful is its relatability. It’s not your brand doing the talking—it’s real people sharing real experiences. That kind of authenticity builds trust and drives engagement. To spark more UGC, consider running challenges or giveaways, creating your own branded hashtag, or simply engaging with superfans and encouraging them to share.

Once you’ve collected some standout UGC, consider using TikTok’s Spark Ads to amplify it. This feature allows you to boost organic content—like a fan’s glowing review—so it reaches even more people, all while preserving that native TikTok feel.

“Luckily, we have a dedicated fan base and a creator program that consistently posts about Tropeaka,” shares Christine Chiang. “But when we need content with a specific message—especially around new product launches—we’ve got a solid process in place, from choosing the right creators by channel to briefing them on key hooks and messages. UGC is crucial for building authenticity, establishing trust, and even serving as a kind of aspiration for our customers. You’ll find it infused throughout almost all our content.”

3. Put a face (or two) to your brand

Unlike Instagram or Facebook, where polished product shots often take center stage, TikTok is all about connection—and that means people want to engage with humans, not just logos. To build that personal connection, consider spotlighting the people behind your brand.

Whether it’s your founder, team members, or even a rotating cast of employees, showing real faces on your TikTok feed helps foster authenticity and relatability. It turns your brand from a company into a community.

At Tropeaka, for example, the marketing team has worked to bring co-founder and CEO Caleb Marshall into the spotlight. “Getting executives involved in content creation isn’t essential for every brand, but it can be incredibly impactful,” shares Christine Chiang. “The data shows that when leadership steps in front of the camera, it not only boosts performance but also builds trust. Executives bring credibility, personality, and a clear connection to the brand’s mission—qualities that resonate deeply with viewers.”

4. Build a recurring content series

TikTok may thrive on spontaneity, but there's real value in giving your audience something familiar to return to. Just like users tune in for their favorite creator’s weekly restaurant reviews or tech unboxings, brands can build their own recurring series to boost engagement and foster community.

Recurring content creates a sense of structure and anticipation. It gives your followers something to look forward to—and something to recognize as uniquely yours.

Take TileCloud, for example. Social media creator Ella Viney launched a 30-day series where the brand transformed followers’ Pinterest boards into real-life tile designs using TileCloud products. The campaign was both interactive and inspiring, tapping into user-generated content while spotlighting the brand’s design expertise.

“I put myself in our followers’ shoes and thought about what would really excite and educate them,” Ella explains. “That’s when the idea hit me: Why not turn their Pinterest boards into reality? Picking one board each day added a layer of surprise and gave people a reason to keep checking in. Honestly, seeing their reactions has been the best part.”

5. Stitch or duet popular and relevant videos

To thrive on TikTok, it helps to think like a creator—not just a brand. That’s where features like Stitch and Duet come in. These tools let you join existing conversations in a way that feels natural and engaging, not forced.

A Stitch allows you to clip and build on another creator’s video—perfect for offering a reaction, adding context, or continuing a story. A Duet puts your video side by side with the original, making it ideal for commentary, challenges, or creative responses.

For brands, this is a golden opportunity to authentically engage with trending content. You might respond to a product review, show appreciation for a glowing mention, or weigh in on a relevant topic in your niche. Just be mindful—if your Stitch or Duet leans too heavily into promotion, you may need to reach out for creator permissions or consider a paid partnership.

One great example? Vessi, the waterproof footwear brand. When a viral TikTok showed someone losing a clog in a body of water, Vessi duetted the video with a clever response—offering to send their waterproof sneakers and showing how their shoes can handle full immersion with ease. It was timely, on-brand, and just the right mix of helpful and humorous.

Final Thoughts

Tap into TikTok’s billion-strong community to connect with a new generation of shoppers who love discovering—and buying—products right from their feeds.

Start by setting up a free TikTok Business Account and syncing it with Shopify. This integration makes it easy to manage everything from inventory and orders to promotions, all from one streamlined dashboard. From there, dive into the world of short-form video, team up with influential creators, and explore TikTok’s robust ad tools to showcase your products in fresh, engaging ways that drive real results.

TikTok Marketing FAQ

Is TikTok marketing worth it?
Absolutely—if you're willing to lean in with intention. TikTok marketing can deliver serious results for brands that approach it with creativity and authenticity. Compared to traditional channels, it often requires less budget and effort to see meaningful engagement. The platform’s unique vibe and discovery algorithm offer brands a chance to connect with audiences in fresh, personal ways. Just look at Duolingo—its quirky, offbeat content has gone viral time and time again, building a loyal fan base and bringing its owl mascot into internet stardom.

How do I market on TikTok?
Marketing on TikTok starts with a clear strategy. You’ll need to understand your audience, know what kind of content resonates with them, and stay flexible enough to adapt to trends. Here are some tried-and-true best practices:

• Be authentic—TikTok users can spot a sales pitch from a mile away.
• Use the right tools and gear for clean, eye-catching video.
• Go live to engage with your audience in real time.
• Keep videos short, fun, and to the point.
• Get involved in the comments section to build community.
• Stay up to date with trends and participate when it makes sense.
• Post regularly to stay top of mind.

Can a small business use TikTok advertising?
Yes, but with a caveat. TikTok ads—like in-feed and Top View formats—can be effective, but they don’t come cheap. With costs starting around $10 CPM (cost per 1,000 views), they might be a stretch for small businesses on a tight budget. A great alternative? Try influencer partnerships or affiliate marketing. These often feel more organic and can deliver just as much impact, especially when you team up with creators who already speak your audience’s language.