TikTok requires unique original content that is shot in the TikTok style in order to get a shot at going viral. The algorithm is one of life’s great mysteries and seemingly at times without logic, however there are ways you can sure up your content by being mindful of things like the thumbnail and the first second of the video to grab the user’s attention.

Best practice requires time spent each day observing the communities in which your brand operates and looking out for trends and conversations you can be a part of. Being active on the platform also requires frequent content video shoots that are planned, paired with ad-hoc content creation on the fly to quickly react to what’s trending. The good news is that this can all be outsourced to a dedicated agency that has experience in representing brands on the platform and is immersed in this world every single day.

We have two decades experience in managing brand communications with traditional media that can at times be unpredictable and difficult to influence, and we use this lens to guide our approach to managing brands on social media.

Unlike other social media platforms the beauty of TikTok is that an account doesn’t need to have a high number of followers in order for a video to be seen by the masses. Videos are shown to a large number of viewers independent of the number of followers and age of a page. While consistency of posting is rewarded in building authority of an account, the more important focus is on the quality of the content and the user experience so results can be found in the early stages of launching a brand onto TikTok.

TikTok is the most engaged platform in Australia, with 8.5M Australians averaging 58 minutes a day, the highest in the world. It has overtaken Google as the leading search engine for younger consumers researching food. Most Australian FMCG categories remain seriously underserviced – there’s a lot of white space and opportunity in the Wild West!

TikTok rewards authenticity and earned attention. Polished brand-led content underperforms; content native to the platform, often creator-led or trend-led, consistently wins. Our earned media DNA suits the platform very well.

A meaningful TikTok presence typically requires $8,000 to $25,000 per month covering content production, channel management, creator partnerships and paid amplification.

Reach, view-through rate, engagement and follower growth, alongside downstream signals: spikes in branded search, retailer referrals, store locator usage, and scan data correlation during campaign windows. Several campaigns have delivered sell-outs in supermarkets across the country.

It’s not easy, but this is exactly why large multinationals need creative agencies like us. We’re very good at pairing on-trend concepts with strict guidelines from legals and regs, the genius is in the balance – we’re very careful not to loose the native appeal to the content with every step we take.