growing a brand on tiktok

How to Grow a Brand Using TikTok: Strategies for Success!


Our ‘in and out’ summary of how to grow a brand using TikTok:

  • Develop a recognisable brand identity – if people can’t recognise you through your logo and tone of voice, you’re going to struggle to grow a brand!
  • Get your brand seen where it’s busiest – get on board with viral trends and searches within your niche as much as possible.
  • Utilise influencer partnerships – these people already have a large audience, so it’s an easy way to get yourself seen by a large audience instantly.
  • Engage with your audience – engagement is key! keeping your audience is just as important as acquiring your audience.
  • Use TikTok Ads – it’s the quickest way to get seen by a large & relevant audience. Use these ads whilst your organic profile starts generating traction.
  • Capitalise on TikTok’s analytics – if you read the information right, TikTok tell you what’s working and what isn’t! Learn and adapt along the way for continued success.

In the rapidly evolving landscape of social media, TikTok has surged to the forefront as a major player, captivating a global audience with its dynamic and engaging short-form videos.

We’ve worked with brands to grow their presence on TikTok, so they can monetise it how they see fit. A long the way we’ve learned a few things that we’d like to share in this article, and hopefully help you along your journey of growing a significant brand!

Understanding TikTok’s unique appeal for brand building

TikTok’s platform is built on the foundation of creativity and spontaneity, with a user base that thrives on trends, music, and entertainment. It’s vital for brands to grasp these core elements and think about how their content can naturally integrate into the TikTok environment, rather than attempting to impose traditional marketing messages.

Their algorithm is unique, their reach is un limitless and there’s a reasonably simple formula anyone can follow to grow fast on TikTok, making it a great platform for anyone wanting to be seen more.

That being said, we’ve put together 6 key pillars of growing a brand on the platform. Of course there are many more! If you’d like to learn more, or learn how we can help you grow a brand, then reach out to us today.

1. Develop a distinctive brand voice

develop a brand voice

The first step in making a mark on TikTok is to define and refine your brand’s voice. On TikTok, authenticity leads to engagement. Your brand should come across as approachable and relatable, with content that resonates on a personal level.

Tips for crafting your brand voice:

  • Be consistent with the tone and style of your videos.
  • Use humour and light-hearted content to foster a friendly brand image.
  • Engage in trends while staying true to your brand’s identity.

An easy way to do this is to have a logo that is always present on all of your videos, and to have one person (if you can) be the face of the videos. This allows users to recognise the person (easiest) before recognising the brand (harder).

2. Leverage the power of viral content, trends and keywords

TikTok’s ecosystem thrives on the viral nature of its content. Participating in trends or creating potentially viral content can dramatically increase your brand’s visibility and engagement.

How to harness viral trends:

  • Stay updated with TikTok’s Discover page to monitor current trends.
  • Adapt popular trends to fit your brand in unique and creative ways.
  • Use trending music and sounds to boost your content’s reach.
  • Create videos targeting popular keywords within your niche.

TikTok’s algorithm is great for going viral, you just need to consistently post high-quality content. Use a mixture of trend content and keyword-targeted content to see what works best for you.

When building a brand, you just have to be seen as much as possible! At the start of the process, that really is the name of the game.

3. Utilise influencer partnerships

Collaborating with TikTok influencers can help you tap into established audiences that trust and value their opinions. Influencers can introduce your brand to their followers in a natural and engaging manner.

Strategies for influencer partnerships:

  • Choose influencers whose audience aligns with your target demographic.
  • Collaborate on creative content rather than traditional advertisements.
  • Establish long-term relationships with influencers for ongoing promotions.

This will most likely cost you money, but if you pick the right influencers to partner with you should be able to generate a high-ROI and become easily recognisable with your target audience.

4. Engage actively with your audience

engaging with tiktok audience

Engagement on TikTok isn’t just about posting videos; it’s about fostering a community. Respond to comments, participate in challenges, and create content that invites interaction (like duets and stitches).

Tips for active engagement:

  • Regularly respond to comments and messages to build a loyal community.
  • Encourage user-generated content with brand-specific hashtags.
  • Host live sessions to interact directly with your followers.

As we mentioned in our intro, keeping the community is as important as acquiring it. We tend to spend 20-30 minutes a day for clients engaging with the community, as we believe it’s that important for growth.

We have a few articles on growing fast on TikTok, with engagement being central to it, if you would like more context.

5. Invest in TikTok Ads

TikTok’s advertising platform offers a variety of tools to help brands reach broader audiences. From in-feed ads to branded effects, these tools can be highly effective in driving brand awareness and engagement.

Effective TikTok advertising:

  • Start with in-feed ads that appear naturally as users scroll.
  • Experiment with different ad formats to see what works best for your brand.
  • Use clear and compelling calls-to-action in your ads.

A great tactic for this is to use ads with real people in them. Get people to talk about your brand (and whatever your brand offers), and use that for your ad content. The aim is to create a brand that people feel a part of, not a brand that people view from the outside.

Just like the influencer partnerships, this will cost money up-front. However, if you’re monetising your brand influence effective enough, you should see a significant ROI to warrant it.

6. Track and analyse performance

To effectively grow your brand on TikTok, it’s essential to track the performance of your content and adjust your strategy based on data-driven insights.

Key Metrics to Monitor:

  • Engagement rates (likes, comments, shares).
  • Follower growth and trends in follower engagement.
  • Conversion rates for campaigns with specific calls-to-action.

After roughly 6 weeks of creating a new account for a client, and posting 1-3 times a day, we take a deep dive into the analytics. TikTok’s analytics help paint a nice picture of what’s working and what isn’t, so it’s important to learn from them.

We tend to create a couple of ‘hypotheses’ – reasons we think certain videos will be doing well – and experiment with them to try and replicate results. If you follow this method, your view counts should get consistently higher.

Want to grow your brand on TikTok?

We offer TikTok growth and marketing services to brands and businesses! We handle all the strategy, editing and engagement and you reap all the rewards.

Get In Touch Today!

A few more tips for growing a brand with TikTok

The underlying principle is: get your brand seen by more people, increase the following of your brand. And this is fine, this is absolutely what you can do with TikTok. However, there are a few more tips we like to share with clients when it comes to brand building.

  • Pick what you want your brand to be known as – this immediately ties you to something that makes you more memorable.
  • It takes, on average, 8 times before someone trusts you – getting your brand seen once isn’t enough, you should be seen as much as you can by repeat users.
  • Become a real entity – having a YouTube channel and website (for example), all branded and toned the same way can really take your brand to the next step.
  • Don’t be too pushy – trying to monetise your brand straight away can push people away. Give 10 pieces of value away for free before you ask for something.
  • Show up in the entire user journey – you can target keywords on TikTok, so target all keywords in your niche from discover to decision stage, making you the most trusted brand in the niche.
  • Use customer feedback – if whatever your brand does can generate customer reviews, use this in your promotion. People trust people who have used your services/products more than they trust you talking about them.

Of course there are more, but these are the ones we’ve implemented for sustained growth. If you have any more you think work well with TikTok, reach out to us and let us know.

Our thoughts & next steps

TikTok is an excellent resource for brands who want to be seen by millions more. Of course, you can pay your way to TikTok success with partnerships and Ads, but the biggest ROI we’ve found is investing in your organic TikTok growth. The consistent views and expansion of a community can turn your brand into something that’s always recognisable and appreciated.

That being said, if you’re a brand ready to dip their toe into the world of TikTok, here’s what we suggest doing next:

  • Have a look on TikTok to see if any brands in your niche are doing anything similar.
  • Create your brand identify and decide what you want to be known for, and use that as your guide for videos ideas.
  • It takes 1-3 posts a day to see significant uplift, so create enough video ideas and film enough footage to cover this.
  • Edit everything ready for the platform and start your growth journey!
  • If you need help with the editing, uploading & daily channel growth and management, then reach out to us – this is what we do.
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Cal McCormick

Cal is a co-owner of ACE Growth (the 'C' in ACE'), and has been in Digital Marketing for the majority of his career. Currently working for Type A media whilst working on ACE Growth on the side, Cal writes about all things SEO, TikTok, Digital PR and the wider Digital Marketing world.

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