How to grow your brand on TikTok with content, creators, commerce and clever strategy

If you still think TikTok is just a place for dance trends and viral challenges, it’s time to take a fresh look. With over 1 billion active users worldwide and the highest daily engagement of any social platform in the UK, TikTok is no longer just a trend. It’s a business essential.

But simply reposting your Instagram Reels or creating the odd branded video won’t cut it. To really thrive on TikTok, brands need to embrace the platform’s culture, build a community, collaborate with creators, and make the most of its native ad and e-commerce tools. TikTok rewards authenticity, creativity and consistency, and that means going beyond traditional content strategies.

Here’s why your brand should be taking TikTok seriously, and how to unlock its full potential through content, commerce, creators and clever advertising.

Create content that connects and converts

TikTok isn’t about polished, corporate messaging; it’s about authentic, engaging content that feels native to the platform. People don’t go on TikTok to be sold to – they go to be entertained, inspired, and informed. The best-performing videos are fun, informal, and often created on a phone in real time. This levels the playing field, allowing brands with small marketing budgets to gain visibility and connect with users on a personal level.

TikTok is built for discovery, and 88% of users say they’ve found new brands they’re interested in purchasing from while scrolling the app. _{[Source: BHETA x TikTok Shop webinar]} Whether it’s a product demo, a customer review, or behind-the-scenes content, every video is a chance to tell your story and build trust.

Brookes & Co tip: Consistency is key. The more often you post, the more data TikTok has to show your content to the right audience.

Use TikTok Shop to drive sales in-app

TikTok isn’t just a marketing tool, it’s a fully integrated shopping platform. With TikTok Shop, users can discover and buy products without ever leaving the app. This seamless integration means less friction, more impulse buys, and higher conversion rates. Users can go from “I love that!” to “Order Confirmed” in just a few taps.

With 180% year-on-year growth and over 200,000 active sellers in the UK alone, TikTok Shop is becoming one of the most powerful sales channels for both established and emerging brands. _{[Source: BHETA x TikTok Shop webinar]}

Your brand can sell through:

• Shoppable videos: Short-form content with clickable product links.
• LIVE Shopping: Real-time demonstrations and Q&A.
• Showcase: Curated collections to highlight your product range.
• Shop Tab: A dedicated in-app marketplace where users can search and buy products.

Brookes & Co tip: Top performing sellers get started quickly. Upload your first product, or better still, your full product catalogue, within the first 10 days of setting up TikTok Shop to boost visibility and maximise your sales potential early on.

Leverage the power of creators

TikTok creators aren’t just influencers, they’re trusted voices with loyal, engaged followings. While influencers build a strong personal brand and use this to influence their followers’ purchasing decisions, TikTok creators focus on content first, specialising in making engaging, entertaining and informative videos that blend naturally into the platform and build a community. Working with creators can help you get your products in front of the right people in a way that feels natural and credible.

With 75% of users finding creator content more believable than traditional ads and 71% saying authenticity from creators has motivated them to buy, working with creators who align with your brand’s products and values, gives you instant access to built-in trust and reach. _{[Source: BHETA x TikTok Shop webinar]}

If you’ve never worked with influencers before, TikTok makes it easy to connect with creators through its Affiliate Programme. You can invite specific people to promote your products through a Target Plan, or let creators come to you through an Open Plan. Either way, it’s an effective way to generate content and spark real interest.

Brookes & Co tip: Bigger isn’t always better. Smaller creators often have highly engaged, niche audiences, and their content can outperform big names in terms of both reach and ROI.

Amplify reach with targeted ads

To maximise impact, pair your organic and influencer-driven content with paid TikTok Shop Ads. TikTok’s advertising tools are designed to boost visibility, reach new demographics, and convert casual viewers into customers. TikTok Ads feel native to the platform – they don’t interrupt the experience; they blend into it. This increases engagement and reduces ad fatigue.

You can run:

• In-feed ads: Seamlessly integrated into the ‘For You’ feed.
• Branded campaigns: Tap into platform-wide events like Black Friday or seasonal promotions.
• LIVE and video ads: Ideal for product launches and limited-time offers.

Sellers using both LIVE and video ad formats have seen up to 160% more revenue compared to organic-only approaches. _{[Source: BHETA x TikTok Shop webinar]} Whether you’re launching a new product or scaling up an existing campaign, ads help maximise your ROI.

Brookes & Co tip: Remember the 3 second rule. The first three seconds of your ad are critical so make them count! Grab attention fast with bold visuals, movement, or an intriguing hook. Ask a question, show the product in action, or lead with a strong reaction to stop the scroll.

Final thoughts

TikTok offers a unique blend of tools that make it easier than ever to reach new audiences and grow your brand. Whether you're showcasing products, building relationships with creators, or running clever campaigns, there’s no better time to get involved.

At Brookes & Co, we’re here to help you tap into TikTok’s full potential, from strategy and content to influencer partnerships and ad campaigns.

Get in touch with the team at Brookes & Co to find out more.