How to build a brand organically on TikTok
Watch our hour-long Master Class with Nonsensical’s Chief Content Officer, Sam Gillies and Head of Partnerships, Melina Lee to discover how to build a successful brand organically on TikTok.
Watch the replay and check out our summary below.
Here are our key takeaways:
Define what business problem TikTok is solving
Clarify what you want TikTok to do for the business first.
Are you focusing on relevancy, raising awareness, educating or converting?
Examples:
- We need more people to know we exist (awareness)
- We need Gen Z to take us seriously (relevancy)
- We want people to understand our product better (education)
- Our organic search traffic has hugely reduced (consideration)
- We’re not converting organic traffic to action (conversion)
Understand your audience
How does your audience profile act on TikTok?
You need to know what your audience search, what they scroll and what they save.
Consider their demographics, interests, mindset/motivation, behaviour on TikTok and search behaviours to help tailor your content to them.
Find the overall shared interests within your audience profiles.
Find your Tok
We say this all the time, because it’s SO important to help you reach the right audience.
Your Tok is the place where the bulk of your audience stays.
You need to find a space on TikTok where you can fit in authentically and engage your target audiences.
Check out our ‘How to find the right Tok’ webinar for more on this.
Bring in search (TikTok SEO)
74% of Gen Z’s use TikTok for search.
Creator Search Insights is your TikTok SEO friend. Use this to discover what’s trending and relevant in your niche.
If you’ve never used CSI, then go on TikTok, search ‘creator search insights’ where TikTok gives you inspiration on what to include in your search strategy.
Check out our guide to TikTok SEO on Substack!
Choose an effective TikTok content approach
Are you entertaining your audience? Educating them? Inspiring or persuading them?
Don’t be the brand that tries to be everything to everyone – it just doesn’t work.
Show up in a way that feels authentic to the community you’re trying to reach.
Good brands know their audience, great brands know how their audience wants to feel.
Find an ownable, repeatable, consistent style
TikTok is built for forgettability. Without a clear hook, tone, or visual identity, your brand will blend into the scroll and disappear.
To cut through, you need a style so distinct that people recognise your content before they even see your handle.
That means locking in a signature format, a consistent voice, recurring characters, or visual cues that instantly signal “this is us.”
A great example is Urban Tandoor, who’ve built memorability through parodies and familiar faces their audience instantly connects with.
Once you’ve found what works, double down on it.
Repeatable formats not only build brand recognition.
They also reduce the pressure to constantly reinvent content. They keep your output consistent, scalable, and engaging.
Consistency builds familiarity. Familiarity builds trust and trust drives performance.
Looking for more webinars on the best TikTok insight?
- The Future of TikTok: Is TV The Next Era?
- How To Grow and Keep Growing Your TikTok Community
- How To Drive Sales During Peak Season on TikTok
- How To Be Reactive on TikTok
- How To Grow on TikTok as a B2B Brand
- How Fashion Brands Win on TikTok Shop
- How To Build An Effective Organic TikTok Strategy
- How To Do TikTok SEO In 2025
- How To Win On TikTok In 2025
- How To Win On TikTok Shop: Best Practices
- How To Create TikTok Ads That Convert
- Mastering TikTok Influencer Partnerships with Semrush
- How To Build Scalable Content Ideas
- How To Find The Right Tok on TikTok
About Nonsensical.
We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.
You can find more TikTok insight from us in our Substack – The TikTok Sauce that releases every 2 weeks.
