The TikTok Tightrope: Brands Wobbling on the Edge
For many brands, TikTok can feel like uncharted territory – an exciting yet unpredictable landscape where it’s hard to know where to begin. Having a presence on TikTok doesn’t mean you’re ahead of the game. In fact, with millions of brands jumping on the platform, some are making avoidable TikTok marketing mistakes that quietly sabotage their growth, engagement, and sales.
These mistakes often fly under the radar—subtle, sneaky, and easy to miss. Imagine investing time, money, and creativity into your TikTok strategy only to watch your content get lost—no likes, shares, or impact. It’s not just frustrating—it’s a missed opportunity.
In this post, we’ll uncover the three TikTok marketing mistakes that could quietly undermine your brand’s success – and, more importantly, how to fix them.
Mistake 1: Ignoring Your Audience (and Their Love for Trends)
Understanding Your Audience
TikTok’s audience is predominantly young, with users aged 25 to 34 making up 34% of the platform’s activity. Knowing who they are is the first step in making content that works. You want to dig into demographics and behavioural patterns here. See who is watching and liking the stuff you already post. Don’t just post content—create what they want to see. Find out what sounds, trends, and content styles your followers and target market are into.
Where to Start
- Use TikTok analytics to track audience activity and interests.
- Monitor platform trends to inform content strategy.
Addressing audience behaviour ensures your strategy avoids one of the biggest TikTok marketing mistakes: failing to connect with your viewers.
Mistake 2: Creating Boring, Overly Promotional Content
TikTok Content Creation
TikTok isn’t a place for traditional ads -TikTok thrives on creative and authentic content. Videos should be short and grab attention right away. Brands need to focus on creating content that feels organic and engaging. Overly promotional stuff doesn’t work well, and if this is your way of doing things, then be prepared to be ignored. You have to tell stories buyers care about.
Take Intrepid Travel, a small adventure travel company, for example. They have an abundance of stories to share, and TikTok is the perfect platform for it. Travel brands can succeed by telling captivating stories, and TikTok thrives on this type of content. Intrepid’s videos are engaging, authentic, and fun—true to the platform’s style. Storytelling is compelling because it’s relatable and helps build a connection. Instead of simply promoting your product or service, show it in real-life situations.
How to Create Content That Stands Out
- Keep your videos short and snappy. The first few seconds are crucial!
- Get creative—try storytelling, humour, or a behind-the-scenes look.
- Collaborate with creators who understand the TikTok vibe.
Mistake 3: Inconsistent Posting & Poor Timing
Consistency builds trust and familiarity. Posting once in a blue moon won’t cut it – having a regular posting schedule is a must. But it’s not just about how often you post; timing matters too. Consider when your audience is most active. Look at analytics for peak times. The right schedule boosts not just views but interaction, too. Post at the wrong time, and your content might not get the attention it deserves.
According to Sprout Social, the best times to post on TikTok are on Tuesdays from 4 to 6 PM, Wednesdays between 9 and 11 AM, at noon, and from 2 to 6 PM, and Thursdays from 9 to 11 AM and 2 to 6 PM. Fridays are also good for posting from 4 to 6 PM. Overall, Wednesdays and Thursdays are the best days to post, while Sunday is the worst day.
This can vary depending on your target audience – realistically, though, most people are in some form of education or at work – so your videos are more likely to be seen in the evening, during lunch breaks or at the weekend.
What you can do
- Stick to a regular posting schedule to build consistency.
- Use TikTok’s analytics to find out when your followers are active.
- Experiment with posting times and days to see what gets the best results.
Bonus Tips: How to Avoid These Mistakes & Build Brand Engagement
So, now that you know the mistakes, what’s next? It’s time to level up your TikTok marketing strategy.
Interactive Challenges and Trends
Jump into Trending Challenges
Trending hashtag challenges on TikTok are great for visibility. These challenges help brands tap into the platform’s large user base. By participating in existing challenges, brands can quickly join conversations relevant to their audience. Statistics show that 35% of TikTok users have participated in a hashtag challenge, emphasising their popularity and potential for engagement. The key is to stay updated on current trends to ensure that the brand’s engagement feels relevant and timely.
Action Steps to Take
- Regularly monitor TikTok trends to identify popular challenges. Think of the ‘Oops I flipped the camera’ trend currently all over everyone’s FYP.
- Engage in at least two trending challenges monthly to stay visible.
- Collaborate with creators to amplify your participation in challenges.
Create Your Own Branded Challenge
Crafting a branded challenge offers a unique way to engage users while embedding the brand message. A well-designed challenge can enhance brand awareness by 17%. These challenges allow users to interact with a brand in a fun and engaging way, building a sense of community.
Collaborate with Influencers
How to Choose the Right Influencer
Partnering with the right influencer is key to delivering authentic brand messaging. With 75% of brands incorporating influencer marketing into their strategy, the right collaboration can significantly boost trust and credibility. Focus on finding influencers who align with your brand values and genuinely connect with your target audience.
Take TikTok creator @rosieridgers as an example. Known for her lifestyle content featuring meal tips, body positivity, and fashion, she has partnered with major brands like Nike, Adidas, and even brands like Options Hot Chocolate (tasty). With nearly 600k followers and an engaged audience, Rosie is a trusted voice whose recommendations resonate with her community.
Where to Start with Influencer Marketing
- Use platforms like Social Cat to find influencers who match your brand’s persona.
- Prioritise influencers who have a follower base that matches your target demographic.
- Evaluate the influencer’s past partnerships to assess fit and effectiveness.
- Consider micro and nano influencers.
User-Generated Content
Encouraging User Participation
User-generated content (UGC) is an influential tool on TikTok, as 85% of consumers find UGC more persuasive than brand-created content. Encouraging users to create content using your products builds authenticity and trust, forming stronger community bonds.
How to Generate User-Generated Content
- Set up a campaign asking users to share experiences using your products.
- Repost and give credit to user submissions on your profile.
- Engage with users by commenting and interacting with their posted content.
Showcasing User-Generated Content
Incorporating user-generated content (UGC) can significantly boost brand credibility by offering social proof. It demonstrates how real customers are using your products or services. A great example is Ultra Challenge, which shares UGC with participants to highlight the authentic, unfiltered experience of taking part in an ultra challenge.
Conclusion: Ready to Rule TikTok?
TikTok isn’t just for viral dances—it’s a powerful platform to build genuine connections with your audience. By addressing these three common TikTok marketing mistakes, you’ll boost engagement, drive sales, and create a standout brand presence.
Remember, your audience values authenticity. They’re looking for content that feels human and relatable. Keep experimenting, stay consistent, and make sure your videos are as entertaining and engaging as your audience expects.
Each video is an opportunity to refine your strategy and strengthen your audience connection. And if navigating TikTok feels overwhelming, maybe it’s time to consider outsourcing your TikTok marketing—it might just be what your brand needs to thrive.
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