In today’s ever-evolving marketing landscape, the ability to authentically connect with audiences has become paramount. Consumers, particularly younger generations, are craving more genuine interactions and meaningful content, yes, even from brands.

This expectation is solidifying as a necessity and, in fact, research confirms that 86% of consumers say authenticity is a key factor when deciding which brands they like and support.

This shift in consumer behaviour has propelled platforms like TikTok – where authenticity reigns supreme and is, de facto, a defining feature of the platform – to the forefront. It is now almost impossible to even fathom a Social Media strategy aimed at targeting younger demographics without including the popular ByteDance channel in the mix. And no, we are not talking simply about your organic feed!

Given TikTok’s explosive growth and influence, brands must adapt their organic and advertising strategies to resonate with the platform’s vibrant and authenticity-seeking community. By finding a more honest and level plane to engage with their audiences, brands can foster trust, loyalty, and long-term relationships, ultimately facilitating purchase intent and driving long-lasting affinity.

Now, the existential question is: how can brands achieve all of the above, simultaneously?

Fret not, for we have summarised what we believe to be the most consequential and effective TikTok best practices in one handy Decalogue for you to peruse and implement:

TikTok Decalogue

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