Top 10 mistakes brands are making on TikTok

Post by
Ruth Stephensen
Top 10 mistakes brands are making on TikTok

In recent years, social media has become an increasingly important part of many brands’ marketing strategies. Platforms like TikTok offer a unique opportunity to reach a large and engaged audience. However, some brands have made the mistake of jumping on the TikTok bandwagon without a clear strategy in place.

Without a plan, brands can quickly become overwhelmed by the fast-paced and ever-changing world of TikTok. Additionally, they may struggle to create content that resonates with users or stand out from the millions of other brands vying for attention on the platform.

As a result, it is essential for brands to take the time to develop a solid plan before they start creating content for TikTok. By doing so, they can set themselves up for success and avoid making common mistakes that could lead to their campaigns falling flat.

What are those mistakes?

Maintaining commercial Production Values

Brands need to be careful not to make the mistake of trying to maintain commercial production standards on TikTok. The platform is all about authenticity and creativity, so users are turned off by polished, staged content. Instead, brands should focus on creating fun, genuine content that will resonate with users. When done right, TikTok can be an incredibly effective way to reach a new generation of consumers.

Celsius shared a fun and relatable TikTok video on what life must be like for consumers after drinking their energy drink

Not understanding the platform and its users

Many brands make the mistake of not understanding TikTok and its users before they start creating content. This can lead to videos that are not relatable or interesting to the TikTok audience.

TikTok is a unique social media platform with a very specific target audience: Gen Zers. This generation is known for being highly creative, expressive, and open-minded. They're also incredibly savvy when it comes to technology and social media. If brands want to succeed on TikTok, they need to create content that appeals to this target audience. That means being creative, authentic, and most importantly, genuine. Brands that try to force their way onto TikTok or that create inauthentic content are quickly called out by users and will likely see their numbers dwindle in no time.

Another common mistake is not utilizing TikTok’s unique features, such as hashtags, duets, and effects. Without these elements, TikTok videos can appear dull and uninspired

Posting infrequently

The top brands on TikTok have realized that in order to succeed on the platform, they need to be present and active, which means posting regularly. You also need to be willing to experiment with different types of content and see what works best for your brand. The best way to find out what works is to test different content formats and strategies and see how your audience reacts. Only by experimentation will you find the right formula for your brand on TikTok.

Using audio incorrectly

Trending sounds and audio clips are a core part of the TikTok experience, and brands that don't use them correctly miss out on an opportunity to be more discoverable. When users are searching for new content, they are more likely to find branded content that is using the latest sounds.

While the app has a lot of great built-in music, using popular songs or audio clips that are trending can help you get more views and engagement. It's important to make sure that whatever audio you choose fits well with your visuals and doesn't feel out of place. When done right, audio can be a powerful tool to help your content stand out on TikTok.

Pringles nailed this trending audio clip by using this audio to pop open a can of their product

Taking too long to post

TikTok trends move at lightning speed. If brands aren’t quick on the draw, they run the risk of appearing stale and out-of-touch. Brands wanting to succeed on TikTok must be prepared to move quickly and be responsive to their audience and platform trends.

By being responsive to trends and staying relevant, brands can ensure that their content is fresh and engaging. Those who spend too long planning out content calendars in advance will end up missing the boat entirely.


Ignoring comments and feedback from users

Not acknowledging comments and feedback from users can be a major missed opportunity, as user feedback can provide valuable insights into what content is resonating with audiences and what isn’t.

In addition, responding to comments shows that brands are listening to their audience and are interested in engaging in two-way dialogue. By taking the time to respond to comments, brands can build stronger relationships with their audience and better understand what type of content they should be creating

Hismile responded to a comment from one of their customers with a video

Posting too much promotional content

Some brands post content that is too sales-oriented or promotional. While there’s nothing wrong with promoting products on TikTok, users are more likely to engage with videos that are creative and entertaining first and foremost. If brands keep these things in mind, they’ll be well on their way to creating successful TikTok campaigns.

Content should be creative and engaging, and it should focus on promoting the brand’s message in a way that is authentic and relatable.

Not sharing your human side

Brands that are successful on TikTok understand that the platform is all about authenticity and personality. Users of the app are looking for content that is real, relatable, and above all, entertaining. When brands try to post contrived or inauthentic content, they come across as try-hard and out of touch. This doesn't mean that brands should start posting random videos with no clear purpose or strategy. Instead, they should focus on creating content that gives users a behind-the-scenes look at the brand, introduces them to the people who work there, and shares what makes the brand unique. By being authentic and sharing their human side, brands can connect with users on a deeper level and build lasting relationships.

Glow Recipe introduces one of their team members in this TikTok video

Not partnering with creators

TikTok users are attracted to creative, fun content that is different from what they see on other social media sites. If brands want to succeed on TikTok, they need to create content that will resonate with users of the platform. The best way to do this is to partner with popular TikTok creators who understand the platform and know how to produce engaging content. By teaming up with creators, brands can ensure that their TikTok content is original, relevant, and ultimately successful.

Laneige partnered with TikTok creator Manny Mua for this trending makeup look

Repurposing other content

One of the biggest mistakes brands make on TikTok is repurposing content from other platforms, such as Instagram or Facebook. While this might seem like an efficient way to get content out there, it often backfires. TikTok users are looking for something fresh and unique, not regurgitated content that they’ve already seen elsewhere.

In order to be successful on TikTok, brands need to create original content that is tailored specifically for the platform. For example, TikTok videos are typically shorter and more spontaneous than carefully planned and edited posts on Instagram. As a result, brands need to create original content that is designed specifically for TikTok if they want to succeed on the platform. By understanding the unique challenges and opportunities of TikTok, brands can better connect with their target audience and achieve their marketing goals.


As anyone who has ever tried to grow a following on TikTok knows it is not an easy task. There are so many things to consider, from the content you post to the hashtags you use. And even if you think you have everything figured out, there's always the possibility that your content just won’t have the impact you intended.

Fortunately, understanding the mistakes you have made, or could make, will improve your TikTok strategy. In addition, by being aware of potential pitfalls, you can take steps to avoid them altogether. So if you're looking to improve your TikTok game, make sure to study up on the mistakes that others have made before you. It could just be the key to success.

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