TikTok 2024 best practices for brands

If you’ve ever been online, you’ll know that TikTok is evolving. Fast. Staying ahead requires more than just trend-chasing: it demands a strategic blend of authenticity, storytelling, and a nuanced understanding of the platform’s role within the marketing funnel.

This article explores the complexities of creating impactful content leveraging TikTok’s unique ecosystem for both organic and paid growth. Keep reading for our take on TikTok’s best practices for 2024!

1. Sourcing authentic UGC/Influencer content

A few years ago, we witnessed the emergence of widespread User-Generated Content (UGC) and influencer-style, commonly referred to as “Lo-Fi” content, from brands on paid social. This shift was driven by the desire for a more “authentic” feel, providing a refreshing departure from the high-end creative dominating people’s feeds at the time.

Fast-forward to today, and there has been a reversal of sorts – UGC and influencer-style content have become so prevalent on paid that the authenticity that once defined them has been diluted. This issue is particularly pronounced on TikTok, where the discerning audience, primarily Gen Z individuals, excels at identifying (read: ignoring) content that feels contrived and inauthentic.

The key now lies in sourcing genuinely authentic creatives. But how do brands achieve this?

• A good starting point involves establishing genuine partnerships with your chosen creator. For D2C brands, this entails sending products for creators to use or experience before creating content.
• Similarly, for SaaS or subscription businesses, providing creators with pre-access to services ensures that the content is made off the back of a genuine enjoyment of the product.

In these cases, the content received back is more likely to possess an organic feel, resonating authentically with the audience and increasing its effectiveness in cutting through the noise on news feeds, leading to stronger overall performance.

2. Crafting a story with your creative

In our infinite-scrolling feeds, how often do we encounter the cliché thumbnail of a beaming influencer brandishing a product, poised to deliver a rehearsed testimonial— especially on TikTok?!

Brands frequently overlook the fundamental reason people use social media: discovery. It’s a space to connect with friends and family or consume content from trusted creators. Making a purchase ranks much lower on the priority list for the average TikToker.

To do well in this environment, paid ads must prioritise entertainment by asking what’s the narrative.

• Is it designed to induce laughter, evoke emotions, or add value to daily life?
• Creatives where the sales pitch takes a backseat to entertainment, at least in the eyes of the viewer, stand a far better chance of achieving good performance.

One of our partners at Precis, Lingoda, has a really fun influencer strategy, and this video is a great example of entertainment-first content (and the comments seem to agree)!

💡 Psst! We’ve written about the latest AI innovation on TikTok and how it can help in your video creation!

3. The role of TikTok in your funnel

Despite its widespread adoption some years ago, TikTok still has an air of excitement around it from brands who are convinced it can be their next big moneymaker. It is true that, when used correctly, TikTok can be a highly valuable platform in your channel mix, but there are slightly higher barriers to entry compared to other paid social channels.

As highlighted earlier, cultivating a balanced mix of UGC and influencer-driven content is pretty crucial to making the most of TikTok’s potential. However, procuring such content can be more challenging compared to other creative formats, although TikTok’s creator exchange does help with that.

Videos also require tighter editing:

• The “hook” (the first 3s) has to be super engaging, or users will just scroll by,
• The video length is also important: 20-30s or so is about the maximum we’d recommend for paid ads on the platform.

Then there’s the question of where it sits in your funnel.

While many brands default to a lower-funnel approach on TikTok, because “that’s just what we do on Meta”, it’s imperative to recognise that purchase intent across many verticals is often lower on TikTok. Additionally, the platform’s predominantly younger audience may have less disposable income compared to Meta’s slightly older average users.

In light of these factors, brands should contemplate whether upper-funnel campaigns offer better incrementality opportunities. Opting this way, though necessitates a laser-focused approach to building social-first, awareness creatives, which should be even shorter in length, ensuring the brand’s message resonates with even the most passive audiences.

So… Lots to think about, and as with most new(ish) channels, a test-and-learn mindset is best adopted at first!

4. Build your organic strategy, too

While TikTokers may like shorter, more snackable content, this by no means translates to them being lazy when doing their due diligence on brands they discover in-platform.

Imagine a scenario where a TikTok user encounters an ad/product they find intriguing. In such instances, they typically opt for one of two actions: either clicking the Call-to-Action (CTA) within the ad or navigating to the brand’s profile to delve deeper into what the product offers. If it’s the latter, it becomes imperative for the brand to present a robust organic offering, allowing brand discovery and providing users with the information they seek.

Equally, we cannot underestimate searchability. TikTok is actively venturing into search-based discovery, a trend that has gained even more momentum in recent months, with numerous reports indicating a shift among younger audiences who are now turning to TikTok instead of Google to search, particularly in verticals such as cooking or fitness, and other lifestyle niches.

To effectively navigate this, a dual strategy is needed. Brands with a robust organic strategy will benefit from the increased attention TikTok search is seeing amongst its users. Add a strong paid strategy on top of that, and your chances of success on the platform just went up!

In a nutshell 🌰

To effectively navigate TikTok in 2024, brands should prioritise:

• Authentic engagement,
• Strategic storytelling, and
• A nuanced understanding of the platform’s role within their marketing strategy.

This discussion outlines critical strategies, including:

• The necessity for genuine UGC,
• The importance of prioritising narrative over direct sales in creative efforts,
• Recognising TikTok’s unique position in the marketing funnel, and
• The imperative of establishing a robust organic presence.

Embracing these principles will enable brands to connect more meaningfully with TikTok’s dynamic user base, ensuring their marketing efforts resonate and drive results.

🤔 Did you know…? As a certified TikTok Marketing Partner, Precis can help brands build and optimise high-performing TikTok campaigns. We have a proven track record of success on TikTok and are trusted by advertisers to develop TikTok-first campaign strategies to achieve their goals.

… Read more about other 2024 trends in paid social.