Is TikTok right for your brand image?

From reaching a large, diverse audience and building brand awareness to boosting sales with a highly engaged user base – can TikTok help achieve your business objectives?

In this month’s editorial, we asked our network of agency leaders to share their expertise on the benefits, potential challenges, and risks of utilising TikTok for your business, including practical guidance for in-house marketers looking to strengthen their social strategy.

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‍Take a look at our calendar of free virtual strategy workshops, designed to tackle the key challenges facing in-house marketing leaders.

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Is TikTok right for your brand image?

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"TikTok is especially effective for engaging Gen Z and Millennials, who value authenticity and creativity."

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TikTok’s rapid growth offers brands a unique opportunity to build awareness, foster community, and boost sales. Its algorithm ensures equal visibility, enabling brands to reach audiences regardless of follower count.

TikTok is especially effective for engaging Gen Z and Millennials, who value authenticity and creativity. From trend-driven campaigns to influencer collaborations, brands can showcase personality and drive sales in-app.

However, TikTok’s fast-paced, trend-driven culture may not suit everyone. Its demand for frequent, unpolished content can challenge those reliant on polished messaging, and misjudged attempts at relevance risk backlash.

Success requires consistent posting, adaptability, and resources – results won’t happen overnight. For newcomers, starting with audience research and a strategy aligned with brand personality and goals is key.

As a TikTok partner agency, we help our client brands with content, campaigns, and shop-timisation. With authenticity, agility, and a willingness to experiment we have used TikTok to transform brand reach, engagement, and sales.

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"The platform demands frequent, creative content, so brands without sufficient resources may struggle."

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TikTok offers key benefits for brands, including a global audience of over a billion active users, especially among Gen Z and Millennials.

Its high engagement levels, driven by trends and interactive features, increase visibility while allowing brands to showcase their creative, authentic side.

However, TikTok is best for brands targeting younger, trend-sensitive audiences in industries like fashion, beauty, or entertainment.

It may not suit brands targeting older demographics or niche markets. The platform demands frequent, creative content, so brands without sufficient resources may struggle.

Before diving in, assess whether your audience, tone, and resources align with TikTok. If you go ahead with it, create short, eye-catching content synced to popular, trending music. Avoid overly sales-focused posts – TikTok users prefer light-hearted, fun content that doesn't feel too pushy.

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"As an open platform where anyone can be discovered, the flow of content isn’t obstructed by the need for followers."

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One of the things that makes TikTok unique – and valuable –is that it runs on a content graph, rather than a social one. The content users see isn’t restricted to the people moving in their own social spheres.

Instead, the algorithm serves content based on users’ interests, and the videos they engage with.

For brands looking to build a presence, this makes reaching a mass audience simple. As an open platform where anyone can be discovered, the flow of content isn’t obstructed by the need for followers.

Here’s two rules of thumb for discoverability:

• Define a sound strategy that maps your target audiences’ interests. As interest-focus content scales naturally, brands tapping into these instantly become more visible.

• Position your finger firmly on the pulse. Trends move at lightning speed and require quick, creative thinking to cut-through. Leveraging your niche audience interests in unconventional ways is your cultural currency.

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If you're looking to kick start your content strategy in the new year, make sure you're getting the most out of your investment. The GO! Network offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more -  get in touch to get started.