Best Types of TikTok Content for Brands

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August 3, 2021

TikTok offers brands the opportunity to connect with younger audiences while enjoying relatively few business competitors present on the social network. If you’re considering adding TikTok marketing to your social media strategy, it’s important to understand the types of content that perform best on the platform. Learn more about TikTok and content ideas to see successful results!

What is TikTok?

TikTok is a video-based social media app that allows users to create and share 15-second videos. Users have access to a wide selection of audio, special effects, and filters as well as an option to directly upload videos created on their phone.
Some interesting TikTok statistics to note:
  • It’s the 7th most-used social network
  • It has nearly 100 million monthly active users in the United States
  • It has been downloaded more than 2 billion times
  • 48% of U.S. adults between the ages of 18-29 use TikTok
While TikTok is creating a lot of buzz in the social media world, TikTok marketing may not be right for every business. It’s crucial that your brand focuses on social networks where your target audience is hanging out rather than jumping on the bandwagon.

Content Ideas for TikTok

Like every social network, there are certain types of content that do better than others. Before creating a video, it’s best to have a content plan to maximize your KPIs. Also, don’t fall into the trap of only sharing promotional content. Consider the 80/20 rule where 80% of your posts provide value (e.g. informs, entertains) and only 20% explicitly promote your business.
Here are five types of content that perform great on TikTok to inspire your strategy:


Funny content not only engages your audience but also makes your brand more relatable and memorable. For example, you can present a problem that your ideal customer faces in a humorous light. Another way to use humor is to display your company culture.


Share tips and hacks to help your target audience solve common problems. If you have a humorous video about a problem, the next video can be educational to demonstrate a solution. Another educational content idea is to provide recommendations and insights, which positions your business as a thought leader.


Raise your brand’s visibility by participating in TikTok trends such as hashtags, songs, and challenges. You can find trending topics via the discovery section in the app. You don’t need to jump on every trend but instead, identify trends that make sense to your product/service and content intent.


Partnering with influencers that match your brand values allows you to reach a wider audience and build relationships. Additionally, an influencer understands their audience and pain points so the brand shown in a piece of content is more likely to be seen as trustworthy.


Although TikTok is a global app, you should consider local trends, hashtags, challenges, and contests in your content strategy. Marketing, in general, is moving toward personalization so it’s not surprising that localized content experiences higher engagement rates.

The Power of Video Marketing

TikTok’s video creation and sharing capabilities take social media marketing to the next level, but you must produce content that offers value to your target audience in order to grow. There’s a lot of video content competing for your audience’s attention so your videos have to be entertaining or informative to succeed.
Even if your business doesn’t join TikTok, it’s essential that your video marketing is done with intention to elevate your website, email campaigns, social media, etc.

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