In recent years, social media has become an essential part of many brands’ marketing strategies. Platforms like TikTok offer a unique opportunity to reach highly engaged audiences. However, many brands make the mistake of jumping on the TikTok bandwagon without a clear plan or strategy.
Without a roadmap, brands can quickly become overwhelmed by TikTok’s fast-paced, ever-evolving environment. They may struggle to produce content that resonates with users or stands out amid the millions of other brands vying for attention.
To succeed on TikTok, it’s critical to understand what works and what doesn’t. Below, we explore five common mistakes TikTok advertisers make—and how to avoid them.
1. Ignoring TikTok’s Unique Culture and Audience
Many brands fail to understand TikTok and its users before creating content. TikTok is unique compared to other social platforms. Its core audience—Gen Z and young millennials—values creativity, authenticity, and originality.
Brands that produce inauthentic content or try to force trends often see little engagement. TikTok users are highly savvy and quickly call out anything that feels staged or overly commercial.
Pro tip:
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Study the types of content trending on the platform.
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Pay attention to popular formats, hashtags, and challenges.
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Focus on content that entertains, educates, or inspires, rather than just selling.
Brands like Glow Recipe succeed because they showcase their team and share relatable, authentic content behind the scenes.
2. Posting Infrequently or Without Consistency
TikTok rewards regular activity. Many brands fail because they post sporadically, hoping one video will go viral. In reality, TikTok’s algorithm favors accounts that consistently publish content and actively engage with users.
Pro tip:
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Post consistently, ideally multiple times per week.
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Experiment with different content types to see what resonates.
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Track engagement metrics to refine your posting strategy.
Regular posting helps brands understand what content works and keeps your audience engaged, increasing your chances of going viral.
3. Misusing Audio and Trending Sounds
Audio is a core component of TikTok. Using trending sounds or audio incorrectly can severely limit your content’s reach and discoverability.
Some brands use unrelated or mismatched audio, which can make content feel disjointed or inauthentic. Others fail to capitalize on trending sounds entirely, missing opportunities to go viral.
Pro tip:
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Research trending audio in the TikTok app using the “Discover” page.
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Ensure your visuals match the energy and rhythm of the audio.
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Incorporate audio that enhances storytelling rather than distracts from it.
Brands like Pringles have effectively used trending audio to showcase their products in a fun and relatable way, boosting engagement.
4. Overly Promotional Content
Another common mistake is posting content that is too sales-oriented. TikTok users are not on the platform to be sold to—they want to be entertained or inspired.
Overly promotional videos can reduce engagement and hurt your reach. Users are more likely to interact with content that is creative, humorous, or relatable rather than a straightforward product pitch.
Pro tip:
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Focus on storytelling over selling.
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Highlight how your product solves a problem in an entertaining way.
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Mix in educational or behind-the-scenes content to showcase your brand personality.
TikTok’s most successful brands balance promotional content with entertainment and educational posts to maintain audience interest.
5. Failing to Partner With TikTok Creators
TikTok creators are experts in producing content that resonates with the platform’s audience. Brands that ignore creator partnerships often miss out on authentic engagement opportunities.
Creators understand trends, TikTok humor, and what formats work best. By collaborating, brands can:
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Reach wider audiences
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Leverage creator credibility
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Produce content faster and more effectively
Pro tip:
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Use the TikTok Creator Marketplace or influencer platforms to find relevant creators.
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Collaborate on challenges, trends, or product demos.
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Give creators creative freedom to maintain authenticity.
Brands like Laneige have successfully partnered with TikTok creators to launch campaigns that feel native to the platform while driving sales.
Bonus Tips to Avoid Mistakes
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Track analytics: Use TikTok Ads Manager and TikTok Pixel to measure engagement, conversions, and audience behavior.
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Act fast: TikTok trends move quickly. Don’t wait weeks to post; capitalize on trends while they’re hot.
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Engage with your audience: Respond to comments, duets, and mentions. Engagement boosts reach and strengthens brand loyalty.
Conclusion
TikTok offers immense opportunities for brands—but it requires strategy, creativity, and authenticity. Avoiding these common mistakes will help you maximize engagement, reach, and ROI.
By understanding TikTok culture, posting consistently, using trending audio, balancing promotional content, and leveraging creator partnerships, your brand can thrive on this dynamic platform.
Take the time to study what works, experiment fearlessly, and stay authentic—success on TikTok is within your reach.