TikTok has quickly become one of the most powerful social media platforms for brands. With millions of users worldwide, it offers brands the opportunity to connect with their audience in creative and innovative ways. However, many new brands make common mistakes when trying to establish their presence on TikTok. Avoiding these mistakes can significantly enhance your brand's visibility, engagement, and growth. Here, we explore some of the most common mistakes new brands make on TikTok and how to avoid them.
Focusing Too Much on Sales
One of the biggest mistakes new brands make on TikTok is focusing too much on selling their products or services. While it’s essential to promote what you offer, TikTok’s algorithm thrives on authentic and entertaining content. Users don’t come to TikTok just to shop. They come to enjoy creative and fun videos. If your content feels like a commercial or an advertisement, users are likely to scroll past it. Brands should focus on storytelling, humor, and engaging content that aligns with TikTok's casual and creative vibe.
For example, instead of just showing off your product, try showcasing how it can be used in a fun, relatable way. Think of creative challenges, behind-the- scenes glimpses, or funny skits. This helps build a connection with your audience, making them more likely to trust your brand.
Ignoring Trends and Hashtags
TikTok is known for its fast-paced trends and viral hashtags. New brands often make the mistake of not tapping into these trends, which can severely limit their reach. Participating in trending challenges, using popular music, and leveraging viral hashtags can help your content appear in front of a larger audience. TikTok’s algorithm favors content that is aligned with current trends. By jumping on these trends early, you increase the likelihood of your video being recommended to more users.
However, it's important to choose trends that resonate with your brand. Don’t just participate in a trend for the sake of it. Make sure it aligns with your brand’s voice and message. For example, if you're a fitness brand, you might participate in a workout-related trend or challenge, rather than jumping on a dance trend that doesn’t fit your niche.
Overlooking Content Consistency
Consistency is key when it comes to building a successful TikTok strategy. Many new brands underestimate the importance of posting regularly. TikTok’s algorithm rewards consistent posting, which increases your chances of being discovered by new users. Posting once or twice a week won’t help you gain momentum or grow your following. Aim to post consistently—at least three to five times per week—to keep your audience engaged and attract new followers.
You don't need to post high-budget content every time. Simple, creative videos can go viral if they align with current trends. The goal is to stay visible and relevant to your audience. Also, consistency doesn’t only mean frequency; it also means maintaining a consistent brand voice and style across your posts.
Neglecting Audience Engagement
TikTok is a social platform, and engagement is a two-way street. New brands often make the mistake of posting content without interacting with their audience. It's crucial to respond to comments, messages, and engage with other TikTok creators in your niche. Engagement helps you build a loyal community around your brand and boosts your visibility on the platform.
For instance, if a user comments on your video, reply with a thoughtful response or even a humorous comment. This helps create a more personal connection with your audience and shows that your brand cares about its followers. Engaging with trends and other creators’ content is also a great way to get noticed.
Not Understanding the TikTok Algorithm
New brands often fail to understand how TikTok’s algorithm works, which is crucial for maximizing their content’s reach. TikTok’s algorithm prioritizes videos that have high engagement rates, such as likes, comments, and shares. It also favors videos that are watched to completion. If your content doesn’t engage viewers quickly, the algorithm is less likely to promote it.
To make sure your videos get the attention they deserve, create content that grabs attention within the first few seconds. Use eye-catching visuals, catchy music, and intriguing hooks. A strong start can increase your chances of keeping viewers engaged, which can help your content go viral.
Not Using Analytics to Track Performance
One of the key advantages of TikTok is its powerful analytics tools. Many new brands fail to take advantage of these tools, which can provide valuable insights into how their content is performing. Analytics help you understand which videos are resonating with your audience, the best times to post, and which demographics are most engaged with your content.
By regularly checking your TikTok analytics, you can adjust your strategy based on real data. This allows you to improve your content and increase its effectiveness. For example, if you notice that your audience is mostly teenagers, you might want to create content that appeals to that age group. By analyzing trends in your data, you can tailor your approach to maximize engagement and growth.
Overcomplicating Content Creation
TikTok thrives on simplicity and creativity. New brands sometimes make the mistake of overcomplicating their content, thinking they need high-end production values to compete. The reality is, TikTok’s audience appreciates raw, unpolished content that feels authentic. Videos that are too scripted or overly edited may come off as inauthentic or out of touch with the platform’s culture.
Instead of focusing on expensive production, focus on creating fun, relatable, and original content. Don’t be afraid to embrace imperfections, as these often make videos feel more genuine and relatable. For instance, a brand might use the platform’s in-app features like filters, effects, and music to create content that feels native to TikTok.
Failing to Collaborate with Influencers
Influencer marketing is one of the most powerful ways to reach a larger audience on TikTok. Many new brands overlook the potential of influencer collaborations. By partnering with influencers who share your brand’s values and have a relevant following, you can amplify your reach and credibility. Influencers can create content that introduces your brand to their audience in an organic and authentic way.
However, it’s important to choose influencers who align with your brand’s message. Don’t just go for the influencers with the largest followings. Instead, look for micro-influencers who have highly engaged audiences. This often leads to better results in terms of brand awareness and customer trust.
Failing to Monitor Competitors
One final mistake that new brands make on TikTok is not monitoring their competitors. By keeping an eye on your competitors' content, you can gain insights into what works and what doesn’t in your niche. This doesn’t mean copying their content, but learning from their strategies and understanding what engages their audience.
Look at the types of videos they are posting, the trends they are using, and how they interact with their followers. This can provide valuable lessons that you can apply to your own TikTok strategy. Keeping an eye on the competition can also help you spot gaps in the market that your brand can fill with unique content.
Conclusion
TikTok offers a unique and powerful platform for brands to engage with their audience in creative and entertaining ways. By avoiding these common mistakes, new brands can harness the full potential of TikTok and build a strong, authentic presence on the platform. Focus on creating engaging, trend-driven content, interacting with your audience, and consistently posting to grow your brand on TikTok. With the right strategy, TikTok can become a valuable tool in your marketing arsenal.