How to build a TikTok strategy in 2025
Watch our hour-long Master Class with Nonsensical‘s Chief Content Officer, Sam Gillies, and host Head of Growth, Melina Lee, to learn how to craft an effective organic TikTok strategy for brands.
This session is perfect for brands looking to build a consistent, scalable presence on TikTok that actually delivers results.
Watch the replay and check out our summary below.
Here are our key takeaways:
TikTok is not just for Gen Z users
TikTok has matured beyond its initial perception as a platform for Gen Z.
With 44% of users over 35 years old and average daily usage of 94 minutes, brands need to recognise TikTok as a mature platform with diverse audience demographics.
Clear objectives are essential
Before starting on TikTok, brands must define their primary business goal from these key areas:
- Brand awareness
- Cultural relevance
- Brand affinity
- Community building
- Education
- Sales/Conversion
Find your chosen ‘Tok’
We may sound like a broken record at this point, but this is one of the most fundamental parts of your TikTok strategy.
You need to find a space on TikTok where you can fit in authentically and engage your target audiences.
Research and analyse a wide variety of Toks e.g. BookTok, FashionTok, ParodyTok and examine at the pros and cons of each and then move forward with your recommendation.
Things to consider:
- Tok size
- Search volume
- Hashtags within that Tok
- Tok relevancy
- How you appear within the Tok
- Location
Find an ownable style on TikTok
Once you’ve chosen your Tok, you then need to find a style that your brand can own in this space.
This should be based on your resource, capacity and expertise.
- This should be scalable and can be maintained consistently
- Stands out from competitors
- Incorporates brand assets naturally without feeling forced
- Can be sustained for 3-6 months before seeing significant momentum
Finding the right tone of voice on TikTok is hugely important as it sets the tone for your content and how you show up on the platform.
As part of the strategy, we recommend a tone of voice to adopt on the platform to align with your brand guidelines.
This is really important for:
- Building brand awareness and affinity outside of our own content
- Establishing our tone of voice on TikTok
- Training the algorithm about the feeds we want TikTok to place our future content
Set a realistic posting cadence
Rather than following trends of posting multiple times daily, brands should aim for 3-5 quality posts per week, or whatever is realistic for your brand.
Focus on consistency and sustainability over quantity, ensuring each piece of content aligns with your strategy and maintains quality.
Engagement is critical
Don’t “post and ghost” – actively engage with:
- Comments on your content
- Relevant conversations in your target community
- Cultural moments that align with your brand
Dedicate time daily for community engagement to build genuine connections.
SEO integration is key in your strategy
Incorporate TikTok SEO strategy by:
- Using TikTok’s Creative Search Insights to understand search trends
- Aligning content with popular search terms in your niche
- Maintaining consistency between your chosen “Tok” (community) and search strategy
Subscribe and find our in-depth guides on all things TikTok over on our Substack!
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 To Build A Brand Organically on TikTok
- How Fashion Brands Win on TikTok Shop
- 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
