In a digital world moving at the speed of a scroll, TikTok has transformed from a simple entertainment platform into a powerful tool of influence for businesses.
But what does it really take to create content that stands out and drives meaningful results?
That’s what we analyze in the article below.
- Let go of the perception that TikTok isn’t a serious marketing tool
One of the biggest mistakes brands make is underestimating TikTok, seeing it as “silly” or “just for teens.” The reality is different.
TikTok has evolved into a search and entertainment engine.
Therefore, you don’t just need to dance or use viral sounds to attract the right audience. You simply need to know exactly what they’re looking for and how to showcase your product or service in an entertaining way.
- Make sure to be authentic
TikTok stood out as a platform because it offers entertainment and an authentic view into people’s daily lives, whether they are creators or entrepreneurs.
The audience can easily tell when content is genuine and when it’s forced. That’s why it’s important not to simply mimic others’ tones but to adapt them to your own personality.
Create videos that include one of the following elements:
Humorous and self-deprecating storytelling
Short formats (15–30 seconds)
Complete honesty (even about your mistakes)
- Educate in an entertaining way — the so-called edutainment
The new generation — dominant on the platform — loves learning without feeling like they’re attending a lecture.
If you’re a professional or brand in a B2B/B2C environment, you can build influence by creating content that either answers a user’s question/problem or presents a relatable story that naturally ties into your product.
For example:
Are you a mental health professional? Respond to common symptoms of anxiety or panic attacks.
- Don’t invest in growing followers — focus on building community
On TikTok, as on all social media, numbers may impress, but they’re not everything.
What matters is the quality of your relationship with your audience.
That’s why you should respond to comments, keep interaction alive with your audience, and of course, encourage them to create content related to your brand.
Many businesses join TikTok with the mindset… to sell.
- Use storytelling
That’s the core mistake.
TikTok is the perfect platform to tell your business story and highlight your team. Some themes you can leverage include behind-the-scenes with your team, fun facts about your business, etc. Even if your product is “serious” (e.g. software, legal services), there’s a way to create content without “making a joke” of your brand.
- Analyze – Learn – Retry
TikTok offers excellent analytics: watch time, retention, click-throughs, profile visits.
Use them to identify what performs well and repeat what works — strategically.
If you want to build a brand with a future, you must invest in a TikTok strategy that focuses on authenticity and human connection.
At Pylarinos Advertising, we create TikTok strategies for professionals and businesses who want to share their story in a creative and meaningful way.
Contact us to schedule a consulting appointment.
