‘Don’t make ads’: advice on an effective TikTok strategy
TikTok is the fastest-growing video platform with high attention rates and a younger cohort making the app a compelling opportunity for brands - if done right. We speak to brands and agencies to find out how to master TikTok.
TikTok
TikTok has one billion monthly active users and, unlike its social media counterparts, is seeing time spent on its app growing, not declining. Recent estimates suggest US adults will spend 18.6% of their social media time on TikTok by 2024. Also, unlike other social platforms like Facebook, Instagram and X, TikTok's audience is aging down, not up. Almost half (47%) of its user demographic is between 10-29.
We caught up with the Australian period brand Modibodi behind the scripted TikTok series I’m Dying Inside to learn how it did it.
Modibodi’s chief marketing officer Liana Lorenzato says: “Through the I’m Dying Inside series, we wanted to find a unique approach to reach and speak to the 18-25 audience in a way that resonates with them and lives on a channel they consume."
Naturally, TikTok lends itself perfectly to this, she explains and enabled the brand to incorporate a classic story structure and film craft with social-first viewing habits.
Each episode features awkward Gen Z characters throughout the week of their period, Lorenzato described it as “Euphoria meets Heartbreak”. The main aim of the TikTok series, Lorenzato says, is to speak to a “variety of menstrual experiences in a very real yet entertaining way, help break taboos and start important conversations about the diversity of period experiences.”
@modibodi EPISODE 3 #imdyinginside #perioddrama #modibodi ♬ original sound - Modibodi
TikTok’s vertical format helped shape the comedic moments and “elevate” the visual appeal of the series, which Lorenzato says kept it “fresh and engaging.” “It was important to us to be able to ground any content we created in our Modibodi mission and values and have an opportunity to represent, in-depth, Gen Z’s spectrum of menstrual experiences,” she adds. “A fun, scripted series seemed the best and most innovative way to enable this.”
Offering her tips to other brands looking to utilize the platform, Lorenzato says: “Pick a mission or a cause that is meaningful to the company for the TikTok series. This will ensure the purpose is authentic and not frivolous and aligns with the content that is already shared on the brand’s social channels.” She urges marketers to shake off any fears of pushing boundaries - “if it is part of your brand’s DNA – this is what gets attention, sparks conversation and creates change!”
We also tasked agency experts to come up with top tips for adding TikTok to brand marketing plans. Here's what they said.
Dan Salkey, co-founder of Small World agency
"If you’re a new brand joining TikTok, one of the best things you can do is to understand how trends are made and endure on the platform. TikTok trends largely work at two speeds; let’s call them Trend Waves and Trend Currents.
“Trend Waves are enduring large-scale platform behaviors. These are major cultural shifts, such as how communities form, how people discover new products, how Creators wield influence and more — these last for up to several years.
“Trend Currents are emerging user behaviors or interests revealed through new content patterns. These include new behaviors within specific categories (ie creating fan edits for your fave franchises or highlighting more accessible luxuries). These last for a few months up to a year.
“All in all, your job as a brand on the platform is to pick one of the enduring trends that most fit your brand’s positioning and purpose, using it to plan 80% of your content. And then spend 20% of your time on the platform jumping on signals that feel relevant to your category.”
George Ince, head of influencer marketing at BBD Perfect Storm Influential
“Five words, one rule: ‘Don’t make ads - make TikToks.’
"TikToks entertain, educate, and inspire – they speak to an audience’s emotions. Ads interrupt what people are interested in. At its core, brand building on TikTok is simple: be something that people are genuinely interested in.
“Take the time to immerse yourself in the platform’s culture. Learn what makes your audience tick (and yes… tock), then understand where your brand fits into that world. Crystallize how your brand purpose is relevant and where it adds value.
“Be authentic. Celebrate how your brand and product enrich people’s lives and tell that story through compelling original content. Avoid any heavy promotional messaging. Show your audience why they should buy your product, don’t tell them to!
“Trends are made by and for audiences, not brands. Before jumping on to the latest trend, ensure that getting involved aligns with your values and that participation will come across as authentic. The TikTok community, in particular is very good at sniffing out (and exposing) brand superficiality. Know your place and find your rhythm - engage and participate with care."
Lindsey Gamble, associate director of influencer innovation at Mavrck
Incorporate popular trends like GRWM, ASMR, 'This or That,' and green screens - “It’s a powerful way for creators to appeal to a broader audience by creating content that already resonates with the TikTok community.“
Take advantage of Spark Ads - “TikTok’s native advertising solution can increase the reach of your branded content campaigns and drive efficiency.”
Leverage tools like Interactive Add-Ons - “This can prompt viewers to take action, such as visiting a product page or redeeming an exclusive promotion.”
Actively participate in the comments section - “From answering questions about your brand to simply responding to comments, you can make your brand “more human. Comments also provide a great opportunity for social listening.”