TikTok continues to dominate the social media landscape. The powerhouse platform is expected to surpass two billion users by the end of 2024. Although originally created as an entertainment app, with anyone from children to grannies bopping to dance trends, the app has taken on new life as a platform for businesses to grow brand awareness.

A Google report found that 40 percent of 18 to 24-year-olds are now using TikTok as their primary search engine, businesses are using this to their advantage by creating content which answers their audience’s frequently asked questions. Both B2C and B2B businesses are hopping on the TikTok hype to enhance a loyal and engaged audience.


How to create authentic content for TikTok

Keeping your TikTok videos authentic is vital to success on the platform. Unlike Instagram where idyllic and manufactured content performs well, users of TikTok love to see more organic content they can relate to. People are more likely to engage with businesses that they feel are genuine and have a story to tell.

There is a time and a place for a corporate tone, and that’s on LinkedIn. TikTok offers the opportunity to unleash creativity, incorporate humour and let loose! Although the app can be used to offer insightful information, it is important to remember that TikTok is a space for fun.


Should my TikToks be edited to professional standard?

Like the topic of the content, the format and structure of the videos themselves should remain authentic. Keeping editing and effects to a minimum will help to maintain an organic style that does not appear too promotional for your business.

The TikTok algorithm favours videos which are edited in the app, so creating videos on different editing apps may harm your videos organic reach and therefore, engagement.


Keep on top of TikTok trends

With trends popping up at a rapid rate, it is important to keep a finger on the pulse. Hopping on viral trends and using trending sounds will increase the chance of your content reaching a larger audience and also being shared by other users.


Remaining consistent on TikTok

As TikTok is inundated with users from all over the world, it is getting harder to gain a following and increase engagement. It is essential to remain consistent with posts to grow and audience and even increase your chance of going viral!

The algorithm also favours profiles that connect with other users, so consistently engaging with other people by replying to comments or commenting on their content will help your account grow.



With its short-form video format and viral potential, TikTok offers a unique opportunity for businesses looking to make an impact in the digital realm. To truly stand out and thrive on the platform, it’s important to understand its nuances and employ effective strategies.