June 15, 2022

Building an Organic TikTok Strategy

Likeable Team

Over the past several years, there’s been one app on everyone’s mind, lips, and radar: TikTok. From memes and challenges to teasers from artists and musicians to back-and-forth dialogues, viral content thrives on this platform. And here at Likeable, we can help your brand get in on the action.

In the words of Lacey Mark, Likeable’s Associate Director of Social Strategy, TikTok might have once been viewed as a younger platform full of dance challenges — but today, that isn’t the case. “With the pandemic and people spending more time at home, that has astronomically shifted,” Mark says, noting that TikTok’s largest two age demographics range from 20 to 49 years old. “That, in addition to TikTok expanding its commerce functions for brands, is a recipe for social platform success.”

The best feature for this is Spark Ads, a tool that lets brands amplify their original content in a seamless, natural way on users’ For You pages. But it’s important not to rely solely on TikTok’s promotional tools: Because we know that the app’s user base values authenticity and transparency, you want your content to feel as in-world as possible. This means creating videos that have an organic, wide reach, and using a creative strategy in tandem with the tools at your disposal — or even reaching out to TikTokers who are already buzzing about your company. Vegan beauty brand Isle of Paradise, for example, used Spark Ads to highlight existing, organic videos, and saw a 68% increase in revenue.

Here’s what to know about creating branded content for TikTok — and we’re not just talking any branded content, either, but good, viral content. Let’s do this.


1. Understand that TikTok is its own platform.

No matter what app you’re working with, it’s important to create original content geared towards that specific platform. But TikTok trends move so quickly, it’s especially imperative to make sure you’re not recycling old videos. “It’s really easy to repurpose Reels content over to TikTok, especially for brands with smaller budgets,” Mark explains. “But trends hit TikTok before they hit Instagram, so at that point, you’ve missed the moment and are behind.”

2. Learn the language of TikTok, and engage with other users.

TikTok is its own platform, and it also has its own specific language. So how do you speak that language, exactly? Killian Abuan, Likeable’s Senior Social Strategist, says that you can gain fluency by “taking part in trends, leaning into the unique features of the app, and engaging with the community.” This duet with Justin Bieber, for example, was a big hit on Great Wolf Lodge’s account; we also helped Great Wolf create a giveaway that invited TikTokers to collaborate and engage with the water park’s content.

If you don’t know where to begin to find trends, try spending some time on your For You page — you’ll get a feel for whatever’s hot right now. And when it comes to tone, TikTok users also value transparency, bluntness, and a lot of humor. “When brands don’t take themselves too seriously on TikTok, that’s when they really shine,” says Mark.

3. Follow best practices.

According to data from the app itself, there are a few practices to keep in mind while shooting vids. TikToks with a resolution of 720 pixels or higher garner 5.4% more impressions — and those that fill the entire screen see 60.5% more. Vertical videos also perform better. And, although videos can now be up to 10 minutes long, the pros at TikTok say that a quarter of the app’s highest-impression content clocks in at 21 to 34 seconds.

4. Keep the momentum going.

You had a viral moment — what’s next? Our strategists say it’s important to stay consistent. “Even if brands can only share one TikTok a week, it is worth creating a schedule, outlining a strategy and sticking to it,” Abuan says. Hmm, I wonder who can help you do that?

5. Consult the pros!

You guessed it. The Likeable team has extensive experience building brands’ TikTok accounts from the ground up — we helped grocery chain Giant Food increase their views by 99,900% with a combination of Spark Ads and an organic strategy, and we’ve also launched accounts for Party City, Great Wolf Lodge, Motto, and more.


If this all feels like unfamiliar terrain or even if you just need a little assistance getting the ball rolling, Likeable can help! Whether you’re hoping to launch an account, expand your reach, and/or create some regular, original, and engaging videos. Are you ready to get started? Reach out to us here.

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