TikTok Content Creator — Content Creator.

With around 18% of the world’s adult internet users active on TikTok, the platform presents a huge opportunity for brands to connect with audiences in a way that's authentic, creative, and impactful. Unlike traditional platforms, TikTok thrives on raw, unpolished content that feels native to users' feeds. For brands willing to embrace this unique style, TikTok can be a game-changer.

TikTok isn’t just a place for dance trends and memes – it’s where communities form, cultures emerge, and consumers discover products in a format that feels more like entertainment than advertising. To harness its potential, your content strategy needs to be fast-moving, flexible, and rooted in a deep understanding of your target audience.

Why TikTok Matters for Brands

In the words of Alexandra, Senior Strategist at One Day Agency:

“TikTok is no longer just a trend; it’s a cultural engine. Brands that learn how to play natively on TikTok don’t just get seen – they become part of the conversation. That’s how brand love, loyalty, and growth are built in 2025.”

TikTok's unique algorithm favours content relevance and engagement over follower count, giving smaller brands a chance to compete with the giants. It's an ideal space for experimentation, storytelling, and building genuine connections with consumers.

Key Elements of Engaging TikTok Ads

Test Your Creatives

Just like with any paid media platform, you need to run tests to identify what works. TikTok suggests having 3-5 variations of an ad in each Ad Group. These variations could differ in messaging, tone, creative direction, or visual style. Monitor performance and use the insights to iterate.

Update Regularly

TikTok is an ever-evolving ecosystem. Trends, audio clips, filters, and challenges come and go quickly, so your creative output needs to match the pace. Refreshing creatives every 1-2 weeks keeps your content relevant and reduces the risk of ad fatigue.

Capture Attention Fast

The first three seconds are crucial. If your ad doesn't immediately grab attention, it risks being swiped past. Start with your product or value proposition right away. Use hooks, humour, bold visuals, or questions to pull viewers in.

Show Your Value

Once you’ve got their attention, show your audience why they should care. Demonstrate how your product works. Highlight benefits, not just features. Include real-world applications or user-generated content to add credibility.

Make It Native

TikTok users have a low tolerance for traditional ads. Your content should feel like it belongs. Use platform-native elements such as trending sounds, casual language, and in-camera transitions. Avoid overly corporate or polished production.

Captions and subtitles are essential – many users browse without sound. They also help improve comprehension and engagement.

Use a CTA

End your video with a clear call-to-action. Whether it's visiting your site, checking out your profile, or making a purchase, you want to guide the viewer toward the next step in their journey with your brand.

What Are the Best Practices for Creating Engaging TikTok Content?

If you want to elevate your brand presence and conversion rates on TikTok, it’s not just about following trends – it’s about creating content that resonates. Here are some best practices to guide your creative process:

1. Embrace TikTok Culture

Understand the humour, format, and style that dominate the platform. Follow TikTok creators in your niche, engage with current trends, and immerse yourself in the content landscape to keep your finger on the pulse.

2. Use UGC and Influencers

User-generated content feels more trustworthy. Collaborate with micro and mid-tier influencers who align with your brand. They often have stronger engagement rates and can bring your product into relatable, everyday scenarios.

3. Keep It Short and Punchy

Even though TikTok now supports longer-form videos, short content still performs best. Aim for 15-30 seconds to keep viewers watching until the end. Respect the viewer’s time.

4. Shoot Vertically

Always shoot in a 9:16 aspect ratio. TikTok is designed for full-screen vertical videos. Cropped or horizontal content feels out of place and can lower engagement.

5. Optimise for Sound On & Off

While many users browse with sound, a large portion don’t. Make sure your content works both ways by using clear visuals and subtitles, while also integrating catchy or trending audio to boost discoverability.

6. Engage in the Comments

TikTok is more interactive than most platforms. Reply to comments, pin key responses, and use the Q&A or stitch feature to build community engagement. It shows your brand is active and approachable.

7. Use TikTok's Tools

Leverage built-in features like filters, effects, text overlays, and trending sounds. TikTok rewards content that uses platform-native tools, improving your organic reach and relevance.

8. Tell a Story

Whether it’s a transformation, a reaction, or a behind-the-scenes moment, stories create emotional engagement. Start with a hook, build tension, and deliver a payoff that leaves an impression.

9. Don’t Over-Produce

The lo-fi aesthetic wins. Content that looks too slick or scripted can turn users away. Instead, aim for authenticity and relatability. Use your phone camera, real people, and natural lighting when possible.

10. Be Consistent

Consistency is key to long-term growth. Post regularly, ideally 3-5 times a week. Stay within a core theme or message to help the algorithm categorise your content and deliver it to the right audience.

Final Thoughts

TikTok is not just another social media platform – it's a cultural playground where brands can build real connections with their audiences. The brands that win on TikTok are those that embrace creativity, stay nimble, and understand how to speak the language of the platform.

If you're looking to scale your TikTok presence and drive results, we're here to help.

Looking for a paid social media agency? Get in touch with One Day today.

Featured