TikTok has exploded in popularity, becoming a go-to platform for short, engaging video content. With over a billion users worldwide, it presents an irresistible opportunity for brands to connect with audiences in a fresh, creative way. However, despite the vast reach of TikTok, many brand-created videos are failing to capture attention. Here’s a look at why this is happening and what brands can do to improve their content strategies.
1. Lack of Authenticity
One of TikTok’s core strengths is its authenticity. The platform thrives on raw, unpolished content that feels genuine and relatable. Users are drawn to creators who share real moments, personal stories, or content that feels like it comes from their everyday lives. In contrast, brand videos often feel overly polished and calculated, which can come across as disingenuous to TikTok’s savvy audience.
Brands accustomed to more traditional marketing approaches tend to produce highly scripted, glossy videos. While this might work on platforms like Instagram or YouTube, TikTok’s user base craves a more casual, off-the-cuff vibe. When content feels too much like an ad, users are quick to scroll past it, dismissing it as inauthentic or irrelevant.
2. Failure to Adapt to TikTok Culture
Every social media platform has its own culture, and TikTok is no exception. Memes, viral challenges, and trending audio clips often define the platform’s culture, and successful content is typically built around these trends. However, many brands fail to adapt to the nuances of TikTok’s fast-paced, trend-driven ecosystem.
Instead of jumping on viral challenges or creatively using trending sounds, many brands stick to generic promotional content. This approach can feel out of touch with the platform’s pulse, making the videos seem disconnected from the trends that drive engagement.
3. Overly Promotional Content
One of the biggest mistakes brands make on TikTok is being too overtly promotional. TikTok users are highly resistant to traditional advertising. They’re on the app to be entertained, not to be sold to directly. Videos that come across as straightforward ads can be a huge turn-off for the platform’s younger demographic.
Instead of pushing products aggressively, brands that succeed on TikTok are the ones that focus on creating engaging, entertaining, or educational content. The key is to integrate the brand into the narrative in a subtle way, letting the message come through naturally rather than forcing it down the audience’s throat.
4. Misunderstanding the Audience
TikTok’s audience skews younger, with a significant portion of users being Gen Z. This generation has grown up in the digital age, and they have a finely tuned radar for content that feels forced or patronizing. Many brands, accustomed to older audiences, may struggle to connect with this younger demographic due to a lack of understanding of what resonates with them.
Successful brands on TikTok take the time to understand their audience’s preferences, humor, and language. They lean into the platform’s quirks and create content that feels tailored to the community, not just repurposed from other channels.
5. Inconsistent Posting and Engagement
TikTok rewards consistency and engagement. Brands that post sporadically or fail to interact with users are unlikely to see much success. The platform’s algorithm favors content creators who are consistently active and who engage with their followers through comments, likes, and replies.
Many brands underestimate the importance of building a community on TikTok. While viral content is always a possibility, real success on the platform comes from creating a loyal and engaged follower base. Brands that fail to actively engage with their audience or neglect to create a steady stream of content are missing out on one of TikTok’s most powerful features.
6. Not Leveraging Influencers
Influencer marketing is one of the most effective strategies on TikTok. However, many brands fail to leverage this tool effectively. Instead of collaborating with relevant TikTok influencers who have genuine connections with their followers, some brands either choose influencers who don’t align with their brand or avoid using influencers altogether.
Partnering with influencers who have an authentic following can lend credibility to a brand’s presence on the platform. These influencers understand the platform’s dynamics and know how to create content that resonates with the audience, making it a much more effective strategy than going it alone.
7. Ignoring User-Generated Content
User-generated content (UGC) is another powerful tool on TikTok. Brands that encourage their customers to create content related to their products can drive massive engagement and awareness. However, many brands overlook the power of UGC, instead focusing solely on their own content.
By creating challenges or encouraging users to share their experiences, brands can build a sense of community and participation. UGC also feels more authentic, as it comes directly from real users, rather than from the brand itself.
8. Overlooking Creativity
TikTok is a platform built on creativity. Users expect content that’s unique, visually engaging, and often quirky or humorous. Brands that take a conservative approach and stick to conventional marketing methods are likely to get lost in the shuffle.
To stand out on TikTok, brands need to push the envelope creatively. Whether it’s experimenting with visual effects, trying out new content formats, or adding an unexpected twist to their messaging, creativity is key to capturing attention in the highly competitive TikTok landscape.