Why (and How) Brands Should Leverage and Focus on TikTok

There’s no doubt about it. TikTok has taken the world by storm. As one of the world’s fastest-growing apps to reach one billion users, TikTok is now becoming one of the notable social media platforms that brands can advertise on.

Due to its unprecedented popularity, brands that have been early adopters on the platform have had tremendous opportunities to establish a presence on TikTok and make their mark.

While other brands have been tiptoeing on the app for a while, it cannot be denied that its 18% average engagement rate with micro-influencer content shows that there’s no reason why brands should not hop on the TikTok bandwagon in 2022.

Why brands should be on TikTok right now

REASON 1: Lead the conversation with engaging video content.

One of the leading drivers behind the success of TikTok is its raw and authentic content that serves as a stark contrast to a carefully curated Instagram feed. Authenticity is the key to its lighthearted music and video combination, and brands don’t have to overproduce their videos. Instead, they can start and open conversations with their viewers, answer questions, and engage in the latest trends. The “Don’t make ads, make TikToks” mantra encapsulates TikTok’s brand of unique and lighthearted video content that marries entertainment and advertisement to draw together viewers across age groups and locations.

REASON 2: Partner with creators on the platform to promote your brand.

Besides the higher engagement rate, influencers on TikTok are relatively more cost-effective than other social media platforms. Influencers that mastered storytelling from a short-form video format can be found on TikTok’s Creator Marketplace. It’s a hub connecting brands to TikTok creators to see whose audience will best fit their campaign goals. Brands can contact these creators directly or work with agencies to help them with the video campaign.

REASON 3: Grow your own account with engaging video ads.

Brands have access to TikTok for Business which can offer various marketing solutions for brands. Alternatively, brands can also use third-party marketing partners like Shakr to help them create and scale engaging video ads across TikTok. TikTok is definitely here to stay, and striking a partnership with marketing partners like Shakr can help brands leverage the platform’s unique capabilities.

How brands can leverage TikTok

·   Use the algorithm to your advantage

The key to being successful on TikTok is to figure out how to make the brand get as many eyeballs as possible. TikTok’s algorithm is unique since it has a complex system designed to serve users content with what it believes to be of high interest. This means that the more engagement and views the brand has with its TikTok videos, the more likely it will be served to larger audiences. User indicators for the brand can include likes, comments, shares, video completions, and re-watches. Brands need to note that follower count does not influence how the TikTok algorithm ranks a video content. This means that brands who are new on the platform will also have an opportunity for their video to go viral.

·   Create a niche community for the brand.

TikTok has a unique capability of categorizing a brand’s content based on user interest. Creating a niche community of followers and fans for the brand is an essential factor in reaching its full potential in the app, and it goes beyond just viewing the content. A truly engaged TikTok fan base provides credibility for the brand, and it also expands its viewership. Brands can serve as subject matter experts that will help build a community of followers by answering questions on comments and responding to them with a video. Video responses are a great tool that demonstrates the brand’s passion and care for their TikTok community, and it also builds credibility and provides critical information to potential customers.

·   Improve visibility with video ads

TikTok typically favors videos that are easy to digest and caters to users with short attention span. That’s why brands need to create compelling video ads that grab attention and generate engagement and conversions. Shakr enables brands to create dynamic video ads for their product catalogs on TikTok. With TikTok positioning itself to become the Number 1 shopping experience app, brands that scale their ads to highlight their product catalog on the app will greatly benefit from TikTok’s shoppable ad features.

·   Hop on trends and hashtags

The height of TikTok’s popularity is rooted in trends that constantly pop up in the face-paced world of social media. Brands that became successful on the platform were those that didn’t take themselves too seriously and those that instantly jumped on trends. Give the brand the creative freedom and the flexibility to post quickly on TikTok to help them hop on trends quickly and increase the odds of the video to viral. 

How Shakr Can Help Create Winning TikTok Ads 

STRATEGY 1: Dynamic Showcase Ads

Boost sales with better product ads.

Shakr can help brands serve the right product ad, to the right person, at the right time on TikTok. All without compromise on creative quality or brand guidelines. Unique and personalized TikTok ads are more compelling. Shakr can help brands reach the right demographic with its Dynamic Showcase Ads. Through Shakr’s highly scalable Creative Lab, brands can win back lost visitors with retargeting or find new potential buyers through broad audience targeting.

STRATEGY 2: Dynamic Weather Ads

Let the weather decide your video ad content.

Shakr’s cutting-edge Dynamic Weather Ads can help brands automatically create and serve video ads informed by real-time weather conditions without compromising creative quality or brand guidelines on the TikTok platform. With Shakr’s Dynamic Weather Ads, brands on TikTok are empowered to deploy relevant video ads which stand out and grab people’s attention. Live weather data informs which creative is to be served at any given time, ensuring the brand’s ads are always as relevant as the local weather conditions. 

STRATEGY 3: Dynamic Geo Ads

Connect with your audience with locally relevant ads.

Localization is an important factor in the TikTok algorithm. With Shakr’s Dynamic Geo Ads, brands can create hyper-localized video ads. By creating unique video creatives within the brand’s local demographics, brands can create hyper-local video campaigns to engage the brand’s local TikTok users.  

How you can get started with Shakr

STEP 1: Strategize

Let us know your campaign objective. We will craft an action plan to get you there.

STEP 2: Prepare

Prepare your product feed and a creative template.

STEP 3: Launch

Launch the video campaign through the catalog sales objective in your TikTok ads manager.

Shakr will help your brand start creating winning video ad campaigns on TikTok!

We’re here to help you create successful ad campaigns with winning videos on the hottest video-sharing app today. Shakr will help you create engaging video content that will help increase your brand’s visibility on TikTok.

Want to learn more? Request a demo today!


Ehlers, K. (2022). Council Post: How Brands Can Leverage TikTok. Retrieved 20 April 2022, from https://www.forbes.com/sites/forbesagencycouncil/2021/07/26/how-brands-can-leverage-tiktok/?sh=768896823b9dForest, A. (2022). Council Post: Why Brands Must Focus On TikTok Now (And How). Retrieved 20 April 2022, from https://www.forbes.com/sites/forbesagencycouncil/2021/10/11/why-brands-must-focus-on-tiktok-now-and-how/?sh=727702204953

Slye is an inbound marketing professional who specializes in growth-focused content marketing. He is the Managing Director at Content Hacker.

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