Watch our hour-long Master Class with Nonsensical‘s CCO, Sam Gillies and Head of Partnerships, Melina Lee as they discuss the best practices on how brands can thrive on TikTok in 2025.
Watch the replay and check out our summary below.
Here are our key takeaways:
Discover Your ‘Tok‘
Success on TikTok starts with identifying the right space or ‘Tok’ for your brand and its content.
Spend the first six months experimenting within this space to see what cuts through and resonates with your audience.
This period is all about testing—observe trends, analyse engagement, and refine your content direction.
Whether it’s useful or entertaining, (you must choose one) the key is to find a niche where you can connect with your audience, add value and stand out.
Develop a Unique Style
Once you’ve found your Tok, the next step is crafting a unique style that sets you apart.
Look at what’s already working within your niche and find a fresh perspective, whether through your tone, editing style, or storytelling approach.
Your content should feel instantly recognisable—this could mean using a specific hook, recurring format, or distinct branding elements.
For example a trend we are seeing at the moment is creative use of signature sounds – e.g. Schooner Scorer.
Consistency in style builds familiarity, making it easier for audiences to connect and engage with your content.
Post, Post, Post
TikTok rewards momentum, so the best way to grow is by consistently putting out content.
Don’t overthink—post frequently and use audience feedback to refine your strategy.
Trial and error is key, and carousels are a great entry point if you’re struggling with video ideas.
Gymshark are a great example of owning the carousel style.
Don’t confuse consistency with volume of posting. If you can only post twice a week stick to it, do it well and don’t post for the sake of it.
Diversify your content formats, experiment with different hooks, styles and stay adaptable.
Leverage New TikTok Features
Brands that embrace new TikTok features early can boost discoverability, enhance engagement, and create deeper connections with their audience.
New features that brands should be thinking about:
Collaboration Posts
TikTok’s collaboration feature, similar to Instagram Collabs, helps brands and creators maximise reach and engagement.
- Extend Reach: Partner with creators to tap into their audience and grow your brand’s following.
- Boost Content Distribution: Shared videos appear on all collaborators’ profiles, eliminating the need for separate posts.
- Enhance Sponsored Content: Optimises performance and allows seamless repurposing of creator content.
Currently, collab posts are limited to select creators and verified brands.
Generative AI
TikTok Symphony Creative Studio: A new AI-powered tool designed for rapid, high-impact video creation for your TikTok Ads.
Monetisation Opportunities
Creator Fund Expanded & Long-form Content: TikTok has revamped its Creator Fund Programme to incentivise creators to post longer, higher-quality videos, offering increased monetisation opportunities.
While not directly relevant for brands, this push for premium content aims to keep top creators engaged on the platform, increasing overall content quality.
Post Scheduling
TikTok Studio: TikTok has added post scheduling to its TikTok Studio management tool, making it easier than ever to streamline your content strategy.
Looking for help with TikTok?
If you’re confused about getting started or want some help with what you’re doing on TikTok at the moment we have some resources for you!
Give our TikTok Marketing page a read for some more tips and options to help your brand succeed on TikTok.
We cover TikTok Tips, TikTok Ads, TikTok News and the TikTok Trends you should know about.
There are also a number of FREE resources from TikTok themselves. Check out their TikTok Academy, Creator Marketplace and TikTok Creative Center.
Additionally, if you are struggling to convince key stakeholders to invest in TikTok, show them some of these stats. You can thank us later!
