TikTok is a hugely competitive social media platform, which means brands need to think smart in order to stand out and create genuine engagement with their audiences.

It’s not enough to simply record videos you suppose are interesting and publish them on your channel. You need to think a lot smarter if you're going to achieve real engagement on the site.

Why is engagement important? Because TikTok is perhaps the best social media app for converting engagement into something tangible – and 2025 is all about using data and research to ensure your TikTok videos hit the mark every time. If you can increase engagement then you’re more likely to improve your brand image and boost sales.

If you’re not on TikTok then you’re missing out. By focusing on relatable content, staying genuine, and experimenting with different video styles, you can increase your engagement and attract a larger audience. This, in turn, can help you deliver your marketing goals.

And, if you really want to grow your following and engage with your audience, then you need to think creatively and authentically. Our eight TikTok tips will help you understand what’s possible on the platform when you put your mind to it.

In this guide:

  1. 1. Understand your TikTok account
  2. 2. Create engaging TikTok videos the right way
  3. 3. Optimize each TikTok video for SEO
  4. 4. Craft a strong brand identity through a consistent approach
  5. 5. Grow your reach with genuinely good TikTok videos
  6. 6. Time videos to align with your audience
  7. 7. Don't be scared of trends and challenges
  8. 8. Measure your success to keep improving
  9. Frequently asked questions

Remember, it takes time to master TikTok, especially if you're trying to establish your brand. Be patient, use all data at your disposal, and follow our TikTok tips. Let's get started!

1. Understand your TikTok account

The first slice of TikTok advice anyone will give you is "understand your account". What we mean by this is doing some research to see where your brand "sits' within the platform, who sees it, and why.

Getting to know your audience, diving into your analytics, and grasping how the algorithm works are key to growing your presence.

Know your target audience

Figuring out who you’re trying to reach is crucial. From a strategic standpoint, you need to think about the age, interests, and habits of your ideal viewers. Are they teens into gaming? Young adults passionate about fitness? Seniors interested in travel? Knowing your audience helps you create content they’ll love. Effective CTAs can encourage viewers to follow your TikTok page, visit other platforms, or engage with your content, ultimately helping you achieve your broader marketing goals.

You can do this manually by assessing the comments and profiles of your most engaged followers. What other accounts do they follow? What hashtags do they use? This gives you clues about their interests.

You can also use a tool like Brandwatch to dig deep into TikTok audiences and generate specific profiles of groups interested in your account. You might be pleasantly surprised by what you find.

Study your analytics

We mentioned Brandwatch just now and, yes, you get a heap of analytics data when using the tool.

TikTok also provides useful data about your account performance, but you'll need to switch to a Pro Account to access it.

No matter the software you use, it's important to focus on core elements of your engagement:

  • Follower growth
  • Video views
  • Engagement rates
  • Audience retention

Pay attention to your top-performing videos. What made them successful? Was it the topic, the format, or maybe a trending sound you used? Once you understand this, it's a lot easier to pivot your future content and post relevant videos to your audience.

Understand the algorithm

TikTok's algorithm, like any other social media algorithm, decides which videos to show users. The difference here is that TikTok's algorithm is exceptionally good at finding the same type of video again and again.

The "For You Page" (also known as FYP) is where that algorithm puts those suggested videos. It's therefore the place that most users will find new content – including yours. If you want to appear there, you'll create videos that keep people watching right to the end, as that's what the algorithm likes best of all.

>> Want to know more? Read our beginner's guide to the TikTok algorithm here!

2. Create engaging TikTok videos the right way

There is an art to producing great TikTok videos that find the right audience straight away. The key is to craft short, creative videos that directly align with what your audience is looking for. Here are some tips to get started.

Begin with a hook

Users don't always watch the entire videos, so your video's first few seconds are crucial. Use an attention-grabbing opener to stop viewers from scrolling onto something else. This could be something as simple as:

  • Asking a question
  • Showing a surprising image
  • Teasing an unexpected outcome

Make your hook visually appealing. You could opt for bright colors, unique camera angles, or eye-catching text overlays. Anything that enables you to hook viewers for those crucial few seconds.

Audio is just as important as visuals, especially if you're jumping on a trend. Users tend to linger on videos for longer when there are popular songs playing in the background.

Keep your audience engaged

Once your audience is hooked, you need to keep them watching. This means building on your initial intro and expanding on your video's theme. If you're not an expert in video editing or content creation then don't worry, you may need to experiment here to figure out what your audience likes seeing.

Make sure you keep it snappy. TikTok users like quick cuts between shots as it maintains energy. Some techniques to try include:

  • Jump cuts: Remove pauses between sentences. This is also a big tactic used on podcasts.
  • Match cuts: Link visually similar scenes together.
  • Montages: Show a process in fast-forward. This is the sort of thing that works well on how-to videos, like cooking or DIY.

TikTok also has plenty of popular effects in the TikTok Studio to help you here. The green screen effect is particularly good for making quick, authentic-looking videos.

Use TikTok Studio

Talking of TikTok Studio, let's look at this tool in more detail. It offers a raft of editing functions for your video, including:

  • Trimming clips to remove mistakes
  • Adjusting video speed for emphasis
  • Adding text overlays to clarify points
  • Applying filters to enhance visuals
  • Inserting transitions for smooth flow

TikTok also has a huge music library that is perfect for overlaying audio on your videos.

>> Learn more about using TikTok for business with the TikTok Studio here!

3. Optimize each TikTok video for SEO

Search engine optimization (SEO) is all about making your content accessible by getting it noticed on search engines like Google. The better your SEO, the higher your content ranks in search results.

In the case of TikTok SEO, the aim is to show the algorithm your video is worthy of being placed high on in-app searches.

By focusing on keywords, location tags, and subtitles, you can make your content more discoverable both within TikTok and on Google. Here's what you can do.

Optimize your videos for SEO with relevant keywords

Many brands overlook the keyword options available on TikTok, seeing them as a waste of time. The thing is, keywords are the best way to rapidly expand your video's reach. Start by researching popular terms in your niche and include these keywords in your video captions, hashtags, and even spoken content.

Your captions need to provide value, otherwise there's no point having them. Just like on Instagram or Facebook, your captions should use clear, descriptive language that matches what users might search for. Try to naturally work in two or three relevant keywords.

You can then add hashtags below your caption to expand your reach further. Try between three and five hashtags that focus on your niche, as well as trending topics.

One of the best TikTok tricks for SEO is to weave keywords into your video content too. TikTok can pick up on spoken words, so saying key terms can boost your SEO.

Use location geotags

This is a really simple way to boost TikTok views. By adding your location, you're more likely to reach local audiences. Simply tap the "All location" button when uploading your video.

Location tags are crucial for local brands that have physical stores. You'll get more engagement from an audience that might actually swing by and purchase something.

Add subtitles to your videos

One of the best tips on TikTok is to use subtitles on all videos. Not only does this expand your content's reach to those who are hard of hearing, but it actually helps keep people on your video.

A continually scrolling subtitle block catches the eye. Users will read the subtitles while listening to your video. What's more, you also attract those users who prefer to watch videos silently (perhaps because they're naughtily watching videos in bed!).

To add subtitles, use TikTok's auto-captions feature or type them manually. Just be sure to check the auto-captions for errors and fix any mistakes.

4. Craft a strong brand identity through a consistent approach

It's much easier to attract a stable audience when you create content that is consistent. From your visuals to your messaging, each new video on TikTok needs to relate to previous ones, because this is what grows brand recognition and recall.

Here's what you need to do in order to deliver consistency across all your content ideas.

Have a strong brand identity

Crafting a brand identity takes some time but you will get there in the end, as long as you're consistent. You need to ensure your fonts, colors, and graphic elements match across all your content, as it helps create recognition and trust with your audience.

The most successful TikTok accounts have nailed the art of consistent branding. It might be something as simple as starting each video with the same opening shot, or similar graphics.

Just make sure to keep your tone and content strategy in line with other social media platforms, too. TikTok thrives on authentic content as much as Facebook and Instagram.

Be relatable

Brands can sometimes struggle to relate with audiences – and this is particularly evident on TikTok. Users want authentic, relatable content. The social media app is designed to make users feel like part of a community.

So, if your brand doesn't "join in" then it's difficult to make an impact.

One of the top TikTok tips you'll ever receive is to focus on the art of storytelling. A brand can create emotional connections by sharing behind-the-scenes content or employee spotlights.

Of course, you can also participate in viral challenges to boost visibility and show your brand's fun side. Just make sure it aligns with your overall strategy.

5. Grow your reach with genuinely good TikTok videos

Expanding your TikTok audience takes creativity and strategy. People won't just follow you because you're there – they need a reason to follow you and watch your content.

The key is to create relevant videos for your immediate audience that, in time, become popular videos across the site. Here are some ways to improve your video reach.

Start cross-promoting

TikTok’s great video editing functions mean it’s usually the best place to create a video on social media. From there you can share your optimized TikTok content on other social platforms to reach more people.

Additionally, participating in the TikTok Creator Fund can provide a financial incentive for creators, allowing them to earn money based on their views and engagement.

Post your best TikToks on Instagram Reels, YouTube Shorts, and Facebook. Add a link to your TikTok profile in your bios on other networks. Doing this means audiences:

  1. Enjoy your videos
  2. Notice you’re on TikTok
  3. Head to TikTok and follow you there

You can even create short teasers of your TikTok videos for social media sites like X and LinkedIn. Short videos, with a link back to the original on TikTok, work really well.

Collaborate with other accounts to reach new audiences

Influencers often collaborate with other TikTok creators for duets, challenges, and joint videos. There's no reason why brands can't do the same. After all, it exposes you to the other account's followers and helps you tap into new audience groups.

Collaboration is a really effective way of boosting engagement in a local area. For example, a store owner might collaborate with other stores on their street, and collaborate on TikTok content.

You could even try creating a series of videos together or starting a hashtag challenge. The key is to make content that appeals to both of your audiences, and to highlight your brand's value.

Work with influencers

Of course, brands can also partner with influencers and tap into their audiences. This could be the big step a brand takes to really get noticed.

You can use a tool like Brandwatch Influence to manage your influencer marketing and ensure you connect with accounts that boast an aligned audience.

You can then do things like showcase your products on the influencer's account, or invite them to take over your TikTok for the day. This brings their fans to your profile and creates exciting new content.

6. Time videos to align with your audience

Doing a little bit of research into when your audience is online can make the difference between publishing unsuccessful and viral videos. You can use data from tools like Brandwatch to assess your audience, see when they're most active, and schedule your posts accordingly. Here are some TikTok tips for mastering video scheduling.

Post at the right time

This is an obvious one but you'd be surprised how many people forget to post at the right time. Using Brandwatch data, you can optimize the time and date of a TikTok video and post at the peak moment.

The sweet spot for posting on TikTok is usually between 4 PM and 6 PM, Tuesday through Friday. This is when most users are scrolling through the app after school or work, perhaps when they're commuting. On weekends, try posting before 10 AM if you have a young audience demographic.

Remember to use TikTok's analytics tool or software like Brandwatch to see when your videos get the most views.

Find the best times to post on TikTok

Talking of analytics, there are two ways to craft an ideal posting schedule.

The first is to go old school and genuinely test different schedules. See what works and what doesn't when you're posting at various times of day. Record which videos have the most views, likes, and comments.

Or, you can use a tool like Brandwatch to assess audience data before you dive in, so you can accurately plan your schedule.

>> Want to know more? Read our guide to TikTok marketing here!

Trends and challenges can feel a little inauthentic if you try too hard. However, audiences generally like it when brands show their human side and jump on a new video or viral sound clip.

You can tap into trends to try and boost your visibility and connect with a wider audience. Here are some tips on how to organically expand your TikTok presence into the "trends" space.

You can start by doing some research yourself and looking at what's trending on TikTok. Keep an eye on the "For You Page" (FYP) and "Discover" tab to spot emerging trends. It might be a new dance craze that everyone's doing, or trending audio that is laid over video content.

Whatever it is, be prepared to quickly jump on a trend that aligns with your brand. Time is of the essence – trends can fade fast. Create your video, add your unique twist that makes you stand out from the other trend videos, and join in. If a brand is seen to be part of the conversation then it's far more likely to create engagement with potential audiences.

Just remember to stick to trends that are relevant to your brand. Users notice when brands are being disingenuous and simply trying to jump on a trend for no reason other than to get attention.

Here's a really important tip: audio is more influential on TikTok than you realise. Many trends revolve around specific songs or sound bites. It might literally be a scream or a word that someone has used, which is taken out of context and reposted again and again by other accounts.

If you want to know the latest audio trends, browse the "Sounds" page and listen in. You might find a sound that matches your content's mood or message.

8. Measure your success to keep improving

TikTok analytics give you plenty of options for tracking your content's performance and growing your audience. You can use TikTok's in-built tools or choose something more extensive, like Brandwatch.

It's important to have oversight of key metrics like views, engagement, and follower growth to understand what's working and what isn't.

Stay on top of the data

So, what can you actually measure on TikTok? Well, quite a lot, actually.

Brandwatch's Measure software gives you extensive information on your audience. Gauge your fan increase rates, split follower data between paid and unpaid campaigns, and see which forms of content are performing best. Dig into audience personas to target specific sections of your audience. Understand which videos are being watched all the way through, and which are turning people off.

Use a single dashboard to collate all data together and create reports of your findings. That makes it much easier to share your success stories with other stakeholders.

>> Want to know more? Read our guide on how to get started with TikTok Analytics today!

Frequently asked questions

TikTok, like all social media platforms, can be tricky to navigate at first. Brands can struggle to make a genuine impact on the site, largely because audiences are wary of being sold to, or feel a brand is being inauthentic.

Our guide has sought to help marketers and individuals develop their branded pages in the right way, so that it's possible to achieve TikTok success.

Below are the answers to some common questions we receive about increasing engagement through TikTok.

How do you increase your follower count on TikTok?

Your TikTok follower numbers will only rise if you post interesting videos regularly and stay consistent with your content. You can jump on visual trends and sounds to boost your visibility by trying to get onto the "For You Page" (FYP). You can also engage with other users by commenting on their videos and responding to comments on yours. Being active is vital if you want to get noticed – and the only way to boost your follower count is to get noticed.

What strategies can make your content go viral on TikTok?

Going viral on TikTok isn't easy but it is possible. You might strike gold with an original video that others want to watch and replicate. You're more likely, though, to go viral if you jump on a trend early and add your own spin to it. Create short, catchy videos that grab attention in the first few seconds. Then use TikTok's video toolkit to add extra features to your posts, like subtitles and audio clips.

What are the basics every TikTok beginner should know?

You need to master the app's video editing tools before you start posting. This way you can create great videos from the start, rather than learning on the job. Make sure you complete your profile and use a clear profile picture and bio. Post consistently, ideally once a day. Engage with other users' content to build connections.