TikTok isn’t just a social media platform, it’s where culture is created and consumer behavior evolves in real-time.
To stay relevant, brands must listen, adapt, and engage in ways that feel authentic to the platform. We’ve gained insights on how brands can better connect with audiences through trends, creators, and creative risks. Here’s what your brand needs to know.
Not all trends are created equal. Brands that understand the different levels of trends can better position themselves for long-term cultural relevance:
Instead of chasing every viral trend, which can be fleeting and unpredictable, prioritize trend signals and cultural forces that shape consumer behavior over the long term. By identifying patterns in audience interests, emerging conversations, and industry shifts, you can confidently craft more authentic and sustainable engagement strategies.
About 69% of consumers trust recommendations from influencers over brands, and working with unexpected creators can unlock even greater engagement.
Two-thirds of TikTok users prefer when brands collaborate with a mix of creators, not just those in their industry, and a wider pool of creators for your brand builds relevance across niches.
We’ve seen this success first hand, as through analyzing historic data, we discovered that drag queens would be effective converters for our cyber security client Surfshark.
More diverse creator partnerships mean broader reach, higher engagement, and greater credibility.
Consumers expect brands to show up consistently and transparently, not just when they have something to sell. 40% of TikTok users feel that brands that showcase their personality through content are more relevant to them.
Although conversions are the ultimate goal, first of all, you need to lay the groundwork to establish brand love. We’ve been successfully doing this with DoorDash over the past 18 months, working with creators to produce fun, and often unexpected content to show their Gen Z audience that this is what DoorDash embodies.
One creator even had her pet pig deliver her flowers…
Street interviews, behind-the-scenes content, and real conversations are all types of content that make audiences feel heard and valued. As well as building trust through content, brands can position their personalities to their audiences by actively engaging with them in video comment sections, whether this is on creators' organic videos, or in the comment sections of videos posted on their owned channels.
These are just some of the brand comments on Megan Boni’s viral “I’m looking for a man in finance” video. This is a simple, yet effective way to make sure your brand is always front of mind.
Consumers are constantly adapting their identities in an era of information overload. To stay relevant, brands must embrace these shifts and contribute.
Platforms like TikTok have broadened our perspective on the niche subcultures that make up society. Today, nothing is “too niche” to be a content pillar.
For example, broad searches like “recipe videos” are evolving into hyper-specific ones like “recipe ideas for neurodivergent students.” Similarly, “makeup tutorials” are now tailored to searches like “blush tutorials for deep complexions and oily skin.” The more authentic and specific the perspective of the influencers you collaborate with, the stronger the connection they’ll build with their audience.
Another shift in audience identity is the changing definition of life milestones. Thanks to TikTok, we’re moving beyond the expectation that influencer content must always be lavish or aspirational. Instead, creators are normalizing real conversations around financial struggles, mental health, and personal growth.
We embraced this in our campaign with DoorDash, partnering with creators to highlight the stories of Dashers – DoorDash’s essential delivery drivers. These creators showed how dashing isn’t just a gig, it can support families and help people achieve their personal goals faster.
If you’ve ever thought, “TikTok isn’t right for my brand,” there is no community too niche for you to align yourself with.
For brands that are hesitant about using TikTok, or if you need to convince your CMO it’s a beneficial investment, the most effective approach is to provide clear proof of its impact! One way to do this is through FOMO – showcasing competitors who have successfully engaged on the platform and are reaping the benefits.
Additionally, it’s essential to demonstrate how TikTok actively creates culture and influences consumer behavior, driving trends that extend beyond the platform itself. Brands should recognize that TikTok isn’t just where consumers are spending their time, it’s where they are evolving, discovering new products, and making purchasing decisions.
If you want to chat more about how your brand can succeed with a powerful TikTok strategy, reach out to us at hello@digitalvoices.com.
