Thought TikTok was reserved for millennials and Gen Zers?Think again: it’s the app to be for brands too, whether you’re pitching to consumers or other businesses. And, as this post will explain, you don’t have to learn any dance moves. We give you the lowdown on this trendy social, look at whether it’s a good fit for your brand and, if it is, consider your best TikTok strategy.

TikTok for beginners

TikTok is a popular social media app devoted to short-form video. That’s it’s USP compared to other socials like Instagram, Facebook and LinkedIn, where users also post texts and pics, and create carrousels and more. 

TikTok promotes itself as “the destination for mobile videos” and its mission is “encouraging creativity and bringing joy”. Well, it certainly does that, because billions of users around the globe express their creative side and get their entertainment kicks on TikTok.  

Trending videos 

Users post creative videos on such topics as dance, song imitations, social media challenges and dialogue re-enactments. But current affairs and even recipes are also covered. If you can think of it, it’s on TikTok. So what are the common denominators? Trends, authenticity and fun factor

The average TikTok video lasts for about 15 seconds. That said, you can now upload videos of up to 10 minutes in length. But TikTok itself says: real short videos are the way to go. 

TikTok influencers

You might have seen people out and about shooting videos. Or maybe one of the teenagers in your family likes to dance. Either way, scroll down the For You page and you’ll find a whole bunch of TikTok influencers doing their thing.

TikTok ads 

As well as organic content and influencer marketing, the app also offers a lot of ad options. From in-feed native ads and eye-catching top-view ads to branded hashtag challenges and branded effects. Depending on what you want to do and how much you want to spend, you can achieve impressive results fast with the TikTok Ads Manager. 

TikTok strategy: this way to success

So, now you know that TikTok is a social media channel, not a clock app or a kid’s show on TV. But having said that, TikTok is not like other social media channels. TikTok demands a different mindset. But the right strategy will ensure you capitalise on its power to strengthen your brand.   

Jettison that traditional content calendar

Okay, time to rewire your marketing mind. TikTok is all about trends. It’s why dances, tunes and challenges go viral on TikTok. The trick is to latch on to the latest trends without undermining the uniqueness of your brand. It’s just a matter of finding the right balance. 

Don’t make ads, make TikToks

TikTok says: “The importance of native creative! Brands on TikTok not only make ads; they inspire, inform and entertain.” So you see: everything we’ve just said about organic content also goes for ads.  

TIP: Don’t overdo your branding and keep it fun. Users scroll from video to video at high speed. If they get the sense that you’re simply trying to sell them something, they’ll be gone in seconds.

TikTok demands a different mindset. But the right strategy will ensure you capitalise on its power to strengthen your brand. 

Simple but creative

You don’t need special equipment or an experienced crew to make a TikTok video. Accessibility is TikTok’s superstrength. A point-and-shoot smartphone is often all you need.

SIDE NOTE: If you’re launching a cross-media campaign and TikTok is a good fit in terms of your target audience or goal, such as raising awareness, you can obviously retain the same style, but a TikTok vibe is indispensable. Lutti is a good example. 

Employer branding  

TikTok is eminently suited to promoting your credentials as a good employer. Our potattitude campaign for Clarebout Potatoes is a great example of how to extend your employer branding campaign to TikTok. You can also promote your brand by spotlighting your corporate culture.

Collaborating with TikTok influencers 

This is a great opportunity for businesses. For one, these TikTok power users are switched onto the TikTok vibe and trends. And they can present your product or service very creatively. Plus: homemade videos are felt to be much more authentic and accessible. 

We hooked up with two Flemish TikTok influencers to promote Earnieland. That resulted in two bitesize videos explaining how the e-commerce platform works. We also recycled the user-generated content for use on our own channels. Win-win!  


Social commerce is booming and TikTok is set on leading the charge. Such functions as shoppable tags are still being tweaked, but TikTok says that social shopping is a big focus this year. Watch this space. 

Get your TikTok facts straight 

  • More than 3 billion device installations worldwide 
  • Biggest among millennials and Gen Zers  
  • One billion active users per month since 2022 
  • A viral platform that helps brands with the right strategy grow rapidly 
  • A trensdsetter: Instagram Reels is a response to the popularity of TikTok 
  • TikTok offers a wide array of ad options for companies    
  • The average screen time among TikTok users is higher than Flemish people as a whole on all social media channels – De Tijd (2022) TikTok is winning the battle for young people’s attention. 

TikTok as part of your marketing strategy?

Like to know more about TikTok, social media management and social advertising? Our online marketing people are standing by to assist you. Fill out our contact form.