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What are some common mistakes brands make on TikTok?
Brands looking to establish a presence on TikTok can often make several mistakes when they first venture onto the platform. TikTok’s unique format and user expectations require a different approach compared to other social media platforms. Here are some common mistakes brands make on TikTok and tips on how to avoid them:
1. Lack of Authenticity
- Mistake: Brands often try to over-polish their content, making it feel too scripted or corporate. TikTok thrives on authentic, raw, and relatable content, and users can quickly spot when a brand is trying too hard to be “cool” or “trendy.”
- Solution: Embrace TikTok’s casual, fun atmosphere. Post content that feels more like a behind-the-scenes look or a real-life conversation rather than a traditional commercial. Use humor, personality, and relatability to connect with the audience.
2. Not Understanding TikTok’s Culture
- Mistake: Many brands make the mistake of trying to force their traditional marketing strategies into TikTok’s unique culture. TikTok is all about trends, memes, and viral content, so a generic, hard-sell ad might not resonate with users.
- Solution: Immerse yourself in TikTok’s culture by exploring trending challenges, sounds, and hashtags. Participate in viral trends or create content that feels native to the platform rather than pushing a hard sell.
3. Ignoring the Power of Music
- Mistake: Music is central to TikTok, but some brands fail to incorporate it creatively. This can make their content feel flat and disconnected from what makes TikTok engaging.
- Solution: Leverage TikTok’s vast library of popular songs, sound effects, and audio clips. Use trending music to enhance your videos, or even consider creating branded sounds that can become part of a viral trend.
4. Forcing Too Much Promotion
- Mistake: Brands often create content that is too promotional or sales-driven, which can feel out of place on TikTok. Users tend to avoid videos that are overtly focused on selling a product or service.
- Solution: Instead of direct selling, focus on storytelling, entertainment, or educational content that subtly incorporates your product. If promoting a product, make sure it fits naturally into the video rather than feeling like an advertisement.
5. Neglecting Engagement and Community
- Mistake: Some brands only post content without engaging with their audience. TikTok is highly interactive, and users expect to connect with creators through comments, challenges, and collaborations.
- Solution: Respond to comments, engage in duets or stitches, and actively participate in trends or challenges. Building a relationship with your audience through comments and interactions helps humanize your brand.
6. Inconsistent Posting or Lack of Frequency
- Mistake: Posting sporadically or not consistently can hinder your brand’s growth on TikTok. The platform rewards regular content creation and engagement.
- Solution: Create a content calendar and post frequently (aim for multiple times a week). Consistency is key to keeping your audience engaged and ensuring your videos reach a larger audience.
7. Ignoring Analytics
- Mistake: Brands sometimes overlook the importance of TikTok’s analytics tools. Without monitoring performance, it’s difficult to gauge what’s working and what isn’t.
- Solution: Regularly review TikTok’s analytics to understand your audience, track engagement rates, and assess which types of content perform best. Use these insights to refine your strategy and create content that resonates with your followers.
8. Not Tailoring Content for Mobile
- Mistake: TikTok is a mobile-first platform, but some brands create content that isn’t optimized for vertical video or small screens.
- Solution: Always create content in a vertical format (9:16 aspect ratio) and ensure it’s visually engaging on mobile devices. Consider how text, visuals, and branding will appear on smaller screens to maximize impact.
9. Overlooking User-Generated Content
- Mistake: Brands often fail to encourage or leverage user-generated content (UGC), missing out on the opportunity to build community and increase reach.
- Solution: Actively encourage users to participate by creating branded challenges, using hashtags, or asking followers to share their own content related to your brand. UGC is a powerful tool for brand authenticity and expanding reach.
10. Ignoring TikTok’s Algorithm
- Mistake: TikTok’s algorithm favors content that gets high engagement within a short period. Some brands don’t take this into account when planning their content strategy, resulting in lower reach.
- Solution: Create content that encourages engagement quickly. Start with a strong hook, use trending sounds, and leverage hashtags to help your videos get discovered. Post at optimal times when your target audience is most active.
11. Forgetting to Use Hashtags
- Mistake: Hashtags are essential for discoverability on TikTok, but some brands either use irrelevant or generic hashtags, or they skip them altogether.
- Solution: Use a mix of popular, trending, and niche hashtags that are relevant to your brand and target audience. Also, consider creating a branded hashtag challenge to encourage participation and drive engagement.
12. Ignoring Trends or Failing to Jump on Them Quickly
- Mistake: TikTok trends move fast, and brands that don’t jump on them in a timely manner risk missing the opportunity to ride the wave of popularity.
- Solution: Stay on top of trends and be prepared to act quickly. Set up a team or process to spot viral challenges, memes, or sounds as soon as they start gaining traction. Incorporating them into your content while they’re still relevant will increase your chances of going viral.
13. Not Being Clear About the Brand Message
- Mistake: Some brands focus so much on creativity and humor that they forget to clearly communicate their brand message or values.
- Solution: Ensure your storytelling or content has a clear message or purpose. Even if you’re participating in a trend or challenge, always find a way to incorporate your brand’s voice, values, or product in a natural and meaningful way.
14. Overcomplicating Content
- Mistake: Trying to create overly complex or professional content that doesn’t align with TikTok’s straightforward, fun vibe can feel out of place.
- Solution: Keep it simple and authentic. TikTok users value creativity, spontaneity, and humor. You don’t need high production values—focus on creative ideas, strong visuals, and engaging storytelling.
15. Not Capitalizing on TikTok’s Interactive Features
- Mistake: Some brands miss out on TikTok’s interactive features, such as duets, stitches, and polls, which can be great for audience engagement.
- Solution: Use duets and stitches to collaborate with other creators or respond to popular content. Engage with your followers through polls, challenges, or questions to build a sense of community and participation.
Conclusion:
TikTok offers brands a unique opportunity to reach younger, more engaged audiences, but it requires a different approach compared to other social platforms. The key to success lies in understanding TikTok’s culture, embracing creativity, and being authentic. Avoiding these common mistakes and focusing on creating engaging, relevant, and fun content will help brands build a strong and meaningful presence on the platform.
