When TikTok emerged, its main attraction was entertaining, short and dynamic content created by a mostly young base. However, the platform has evolved significantly, attracting a more diverse audience in terms of age, interests and geographic location. Today, more than 63% of TikTok users are between 18 and 34 years old, making it a key space not only to connect with Generation Z, but also with millennials and young adults with high purchasing power.

The success of TikTok lies in its short and dynamic content format, where creativity and authenticity are the main pillars. According to Statista, TikTok has been the most downloaded application since 2022, surpassing giants like Facebook and Instagram.

Unlike other platforms, where content can be saturated by traditional ads, TikTok allows brands to integrate organically through trends, challenges and collaborations with content creators. Here, authenticity is key: TikTok users reward content that is genuine and creative, while penalizing overly advertising messages.

Strategies for your company to take advantage of TikTok

  1. Create authentic and participatory content

    2. One of the main features of TikTok is its ability to generate viral content organically. For companies, this means that it is not necessary to invest large sums in high-quality productions. The most important thing is to create content that connects with audiences in an honest and participatory way.

    A successful example is The Washington Post's campaign, which took a humorous and relaxed approach to sharing news on TikTok. Through clever videos and a fun narrative, they managed to capture the attention of a young audience, achieving millions of views and establishing a new way of consuming information.

  2. Join hashtag trends and challenges

    3. Participating in hashtag trends and challenges is one of the most effective ways to gain visibility on TikTok. Brands can join existing challenges or create their own to encourage user participation.

    For example, the fast food chain Chipotle launched the “#GuacDance” challenge to celebrate National Guacamole Day, inviting users to share dancing videos. The result was a viral success, with more than 250,000 video submissions in the first few days and a notable increase in guacamole sales.

    This strategy allows brands to interact directly with their audience, generating content created by the users themselves, which increases authenticity and engagement.

  3. Collaborations with content creators (TikTokers)

    4. Content creators are the heart of TikTok. Collaborating with influencers on the platform can generate significant impact, as these users have a deep understanding of what resonates with their communities.

    Brands like Gymshark have worked closely with fitness creators on TikTok, launching challenges and collaborations that resulted in an 11% increase in global sales in just six months. Creators allow brands to present themselves in a natural and credible way, building trust and increasing exposure.

    Influencer creating videos for social media, she is using a laptop, smartphone and light
  4. Use TikTok Ads strategically

    5. While organic content is essential, ad campaigns on TikTok can also be a powerful tool for reaching specific audiences. TikTok Ads Manager allows businesses to create personalized ads that align with users' interests and behaviors.

    Ad options include:

    • In-Feed Ads: These ads appear natively in the users' feed, as if they were just another video.
    • Branded Hashtag Challenges: They invite users to participate in challenges created by the brand.
    • Branded Effects: They allow companies to create custom effects that users can apply to their videos.

    A Kantar study showed that ads on TikTok are perceived as 21% more entertaining and 23% more inspiring than on other platforms. This reflects the importance of maintaining a creative and authentic approach, even in paid strategies.

  5. Produce educational or valuable content

    6. Although TikTok is primarily known for its entertainment content, it is also a valuable space for brands looking to educate their audience. The key is to do it in a dynamic and accessible way.

    Cosmetic brands such ase.l.f. Beautyhave launched campaigns on TikTok combining makeup tutorials with trends on the platform, striking a balance between entertainment and product promotion. This approach has allowed the brand to generate more than 3 million views and strengthen its relationship with users.

The revolution

TikTok has revolutionized the way businesses can connect with their audiences, offering a more authentic and engaging approach than other platforms. For brands looking to position themselves in the current digital environment, TikTok is an essential tool. Whether through organic content, collaborations with creators or paid campaigns, the platform offers a unique opportunity to stand out and make a real impact.

By implementing well-defined strategies aligned with the dynamics of the platform, brands can not only increase their visibility, but also build loyal communities and generate conversions that drive their growth.

At MCK, we help you develop a successful strategy on TikTok aligned with the specific objectives of your company, based on the profit formula as the central axis. We thoroughly analyze the key components of your business model—costs, revenue, and added value—to design campaigns that maximize return on investment and strengthen the connection with your audience. We focus on creating content that not only drives visibility and engagement, but is also in tune with the profitability and sustainable growth of your brand on this dynamic platform.

Let's get results together!