How Your Brand Can Establish a Presence on TikTok

So, You Wanna Make a TikTok?

TikTok isn’t just for lip-syncing teens and ring lights. Home to over one billion users, TikTok has been named the fastest-growing social media platform of all time, and brands are starting to take note.

TikTok is arguably the most successful video app to date, allowing users to create videos with music and filters all on an intricate algorithm. Sometimes it’s funny, sometimes it’s cringe but it’s definitely addictive (trust me I have scrolling scars to prove it). If your brand hasn’t jumped on the ‘tok train yet, it’s not too late. There’s no better time to build a presence on TikTok.

So how do you (the brand) make the most of TikTok?

Stand Out from the Crowd

While the platform may seem all fun and games, there’s no magic recipe for brands. The highly personalized TikTok algorithm fuels each user’s For You Page (FYP) which makes the app so addictive. No two users will see the same videos on their FYP, and the videos you see will change over time (depending on the one you’re liking, commenting on and replaying.) TikTok has four main goals when it comes to interaction: user-value, long-term user value, creator value, and platform value. Now that you know how it works, here’s how to make an impact.

The average user spends almost 52 minutes of their day on the app — that’s a lot of face time for your brand to engage with your audience. With this large window of activity, you can reach new audiences with low-cost videos that still look great for your brand.

There are few limits to what a brand can do. Whether it is focusing on humor and memes or trying to encourage and engage in the community. Maybe you just want to hop on the latest viral trend. Either way, TikTok is the perfect place for creativity. It’s up to brands to be creative and give consumers a good reason to double-tap.

Brands Leading the Way

Now let’s take a look at some brands utilizing the platform to its fullest potential and launching the most viral campaigns.


@starbucks Our baristas give us so much energy every day—and in Ayako’s case, it’s literal. ☀️ #Starbucks #Starbucks50 #SolarPower ♬ original sound – Starbucks

Starbucks makes the most out of TikTok by entertainingly announcing new flavors and drinks. They are known to stay on top of the latest trends by incorporating coffee with funny/ relatable videos.

California’s Save Our Water

@saveourwaterca Tell us you save water without telling us… we’ll go first! #FYP #SaveOurWater #Water #WaterHacks #WaterPark #cashapp13plus #MyBrawlSuper #H2O ♬ original sound – SaveOurWaterCA

SaveOurWaterCa is a brand we work with that essentially creates water awareness with the help of the “Water Squad”, a group of kids who are ALL about saving H2O. This way they promote saving water in every single video but still provide entertaining content.

Glow Recipe

@glowrecipe which product do you think is most popular in your city? #GlowRecipe #SkincareTikTok #SkincareCommunity #GlowingSkin ♬ Mi Habitación by Paula – benedicto

Glow Recipe is an example of a brand that fully understands TikTok and built a content strategy around it. They understand the value of posting engaging, consistent content. Glow Recipe does a great job at seeing what’s popular on the platform and adapting it to their brand.

As you can see from these examples, there are very few limits to the world of TikTok. Whether it’s a silly meme or informative news, there’s space for nearly every audience. If your brand has yet to jump on the hottest trend, it’s not too late. Don’t miss out on any organic growth or meaningful traffic.

Hayden Gray, Copywriter