If you run a marketing agency or you’re an in-house social media professional, you know that TikTok is the hottest social media platform out there. It has actually transformed the industry and opened up new and exciting channels for engaging with potential customers.

The video platform currently has 1.7 billion users globally and has a massive impact on fashion, music, and even language. Therefore, having a successful TikTok growth strategy can lead to exponential growth for your clients, but it’s easier said than done.

If you’re unsure about how to make engaging TikTok videos or how to use the algorithm to your advantage, keep reading for our round-up of the best tips.

1. Understanding TikTok’s Algorithm in 2024

Getting to grips with TikTok’s algorithm is the first thing you must do when creating your TikTok strategy.

The TikTok algorithm tracks individual usage and then uses this data to suggest related content. Through this, each user gets an individually curated experience with tailor-made suggestions on their For You page.

The algorithm tracks metrics such as liked videos, pages followed, and comments posted. In a 2023 Ted Talk, Tiktok CEO Shou Chew explained in detail how the algorithm works. Here’s the summary of it:

Users who like the same videos are grouped together and then the algorithm cross-suggests new videos based on the liked videos of the other users in the same group. You need to be able to reach someone in that group to create the best content strategy for TikTok.

So, to leverage the TikTok algorithm to your advantage, make sure to do the following things:

  • Hashtags: Hashtags are super helpful for people trying to find specific content. Tag all your videos with hashtags that make it clear what your client does. This way, they are searchable and will be suggested alongside related content.
  • TikTok SEO: Make sure you incorporate all your SEO keywords into your video captions so your content ends up in the hands of your target audience.
  • Be consistent and avoid duplicate content: To exploit the algorithm, you must be consistent with content, but you also need to keep things fresh. The TikTok algorithm filters out videos users have already watched and anything considered duplicate content.

2. Identifying Your Target Audience on TikTok

Your TikTok target audience is changeable from client to client, but it is important to identify this at the outset of each TikTok growth strategy. A Statista dataset from January 2024 demonstrates that while the majority of users are on the younger side (between 18 and 34), there are active users of all ages now on the app.

As content spreads from user to user based on their algorithms, you need to make sure you are pinpointing the heart of your target audience to successfully create an outward ripple effect of reach.

TikTok’s Audience Finding Tools

TikTok for Business has a built-in Ads Manager to help you hone in on your intended audience using their custom audience and lookalike audience features. To begin your TikTok growth strategy, you create a custom audience by uploading your pre-existing customer data to target users who already know your brand.

You create a lookalike audience by building on your pre-existing custom audience data to capture new potential customers who engage with similar content.

3. Crafting Engaging and Original Content

TikTok may have a wealth of potential customers, but it also has around 225,000 brands using the platform for marketing purposes, so there’s stiff competition.

How to Create Engaging Tiktoks Videos

Nailing your video content on TikTok will help you stand out. Here are some practical tips to make your videos pop:

  • Make the first few seconds count: It is integral to hook in your audience in the first few seconds before they scroll past you. If they stay for more than three seconds, the algorithm recognizes the content as relevant.
  • Show some personality: TikTok thrives on authentic content that resonates with the users. Don’t be afraid to inject some humor into your videos or show a peak behind the scenes of your client’s business.
  • Find your niche and stick with it: Once you have identified the voice of the brand for TikTok, make sure users who enjoy your content instantly recognize you next time by making your branding distinct.

Examples of Brands with Successful TikTok Content

The Washington Post

The Washington Post, a long-running newspaper, has found a new younger audience amongst the mostly Gen Z TikTok demographic. They make humorous videos about current events to draw users in and direct this traffic to their website and the full articles.

Here, you can see two members of their TikTok team making a satirical video about Fox News while also reporting on a US government impeachment hearing. They have 1.7 million followers.


Ryanair is an Irish budget airline with a reputation for no-frills service but unbeatable prices. Their social media team has earned them 2.2 million followers with their hilarious videos poking fun at themselves and all things airport related. They do particularly well by hopping on the latest TikTok trends.

Here, you can see their team recreating the recently popular ‘We are [insert name], of course we…’ format. 

4. Leveraging TikTok’s Latest Features and Trends

TikTok has become a go-to for finding information and often functions like a search engine, so it is vital to make your brand information easily searchable.

TikTok has also expanded into the world of e-commerce with TikTok Shop so users can find your clients’ products and purchase them without leaving the app. 

They also launched Nearby in 2023, which allows you to find content in your local area. This is great for any clients who have brick-and-mortar locations they want to drive customers to. 

Arguably, the most important skill to master for your TikTok growth strategy is staying on top of trends and challenges. Things often go viral overnight. It is essential to have your finger on the pulse of the latest audios, meme formats, and challenges, so you can incorporate them into making fun and relevant content. 

5. Optimizing Your Posting Schedule

Keeping consistent with your posting schedule is essential for your TikTok growth strategy. Data shows that the optimum posting times are 9 a.m. EST on Tuesdays, noon EST on Thursdays, and 5 a.m. EST on Fridays.

To take advantage of these peak periods, you need a social media management tool like Gain, which can help you get feedback and approvals from your stakeholder or client, schedule, and publish all your content automatically, so you can take advantage of every important window. Gain can help you manage content for all of your clients in one easy place.

6. Engaging with the TikTok Community

One of the most important elements of TikTok that brands should take advantage of is the ability to speak directly to your audience.

You can foster community engagement by asking for feedback, creating multi-part videos that keep the audience returning, and using user-generated content. If you see a great video of someone using a client’s product, repost it and make the customer feel appreciated. You can also engage your audience by responding to comments as it ensures your audience feels heard.

You can also try Duets, which allows you to post your video side by side with that of another creator. You can duet with customers to make them feel engaged or with other content creators to expand your brand into their audience.

7. Leveraging TikTok Advertising and Influencer Collaborations

TikTok advertising allows you to buy ads using a bidding system. It’s an opportunity to advertise in a way that’s less polished than other platforms, and they even have tools that can help you repurpose existing content into eye-catching TikTok videos.

You can also consider influencer collaborations, particularly if you are trying to break into a new audience that they have already captured. If you have a client with a lower budget, they can simply send items to the influencers to try, or you can negotiate a paid partnership.

FAQs About TikTok Strategy

Is a longer or shorter video better for TikTok?

Shorter videos are generally better for TikTok, as they align with the platform’s emphasis on quick, engaging content. On average, videos around 10-20 seconds are optimal for viewer retention and engagement, capturing audience attention effectively within TikTok’s fast-paced environment​​.

What’s the best tool to schedule TikTok videos for agencies?

Gain is an excellent tool for agencies to schedule TikTok content. It sends your clients previews of your TikTok videos for feedback and approval, and schedules and publishes them automatically once they’re approved. Moreover, Gain enables tracking of TikTok metrics, including videos with the best engagement, helping you maintain a constantly fresh TikTok strategy.

The Bottom Line

TikTok has been on the rise for years and doesn’t show any signs of slowing down. Thus, as an agency professional, you know how important it is to have a robust TikTok growth strategy, and we want to help.

We know it can feel overwhelming to manage large amounts of video content, but social media management tools like Gain are available to help you deliver the best content strategy for TikTok to your clients.

Try Gain at no cost (no credit card required).

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