Inès Abazi

of TikTok is impossible to ignore. Since its launch in 2016, this platform has consistently asserted itself in the media landscape, even surpassing Instagram in popularity by 2023. For instance, in Belgium, more than 3.5 million users (30% of the population) are active on TikTok each month, and in France, there are 21 million active users monthly (31% of the population).

While some brands still doubt the interest and effectiveness of their presence on TikTok, it now seems essential to establish a strong and influential presence on the platform to communicate differently with a growing target audience.

Here’s everything you need to know to develop a strong and effective brand presence on TikTok!


TikTok encourages creative expression and authenticity, which makes it unique from others. This platform stands out as an app dedicated to sharing short creative and entertaining videos, typically accompanied by dialogues, popular music tracks, and sound effects. It also offers a variety of options, such as special effects, filters, and editing tools, allowing all users to personalize their videos.

This creates a diverse creative environment where each TikTok profile stands out for its originality and the expression of its (brand) identity, by offering engaging and entertaining content.


On TikTok, one of the essential elements is to stay true to yourself while highlighting your personality. Users want to be entertained with authentic and sincere content. This authenticity later facilitates a closer relationship with the brand, thereby establishing trust. For instance, it’s recommended to give a behind-the-scenes look at your company, showing all the work that goes into the finished product or service.

Don’t hesitate to show yourself, as users like to associate a face, a person with a brand. This approach helps to humanize your company and demonstrate that real individuals are behind the scenes.


TikTok is also known for its challenges and popular trends. On this platform, every video has the potential to go viral, as they all have a chance to reach a wider target than expected. This is made possible by a recommendation algorithm that relies on user browsing behavior, thus offering increasingly interesting content. In this way, TikTok videos can easily spark keen interest and meaningful interactions with the audience, generating a high engagement rate.

We recommend looking for popular trends and hashtags on TikTok (via the TikTok Creative Center website) that relate to your sector or content and then incorporating them in a relevant and creative way into your videos.


Most brands have understood the opportunities for awareness and visibility that TikTok can offer by launching on the platform to promote their products and services. Analyzing the content produced by these brands, and by your competitors, is a real strength for your content creation, as it allows you to stay competitive, anticipate changes, and adapt to an ever-evolving environment.

Competitive monitoring on TikTok is a real strategic tool for managing and growing your brand.


To maintain your audience’s interest, it’s important to post content regularly. A constant presence can naturally boost engagement. Don’t forget to respond to comments, ask questions to your followers, and encourage them to interact. The more you interact with your audience, the stronger the relationship you build with them.

Organic growth on TikTok can take time. Be persistent, and continue to create quality content. Alternatively, it’s possible to advertise through the various formats available on TikTok. It’s up to you to decide whether you prefer to advertise or rather produce organic content, depending on your goals, budget, and marketing strategy. Often, brands combine both approaches in a single marketing strategy.

However, whichever approach you choose, if you want to succeed on TikTok, you must place content at the heart of your strategy, since 80% of performance is precisely related to content!

Note: To get started on TikTok, it’s important to evaluate how the platform can fit into your company’s strategy.

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