How are you using TikTok as part of your marketing strategy?

[danielmartinhq]

I’ve noticed more brands experimenting with TikTok lately, not just for awareness but also for driving engagement and even leads. Since the platform’s style is so different from Instagram or LinkedIn, I’m curious how others here are approaching it.

Are you using TikTok mainly for brand visibility, or have you found ways to tie it into lead generation and conversions? Also, do you create native content for TikTok or repurpose content from other channels?

Would love to hear what’s been working (or not working) for you.

[danielmartinhq]

Hi chighsmith, thank you for tagging in the Champions — I’m looking forward to hearing their thoughts as well!

From my side, I’ve been exploring TikTok mainly for brand visibility and community engagement. What’s working best so far is short, native-first content that feels authentic to the platform rather than repurposed ads. Repurposed clips sometimes perform decently, but TikTok’s algorithm really rewards content created with its own style in mind.

One thing I’d add from a marketing/security perspective is that there are now unofficial versions of TikTok floating around online, like the one often called TikTok 18, which you’ll see hosted on third-party sites (e.g., protiktok18.com). These versions promote “extra features” or unrestricted content, but they’re not verified, don’t comply with app store policies, and carry serious risks around privacy, malware, and brand safety.

For marketers, this is important because if users in certain regions are accessing TikTok through unofficial apps, it can affect both audience reach and data reliability. Plus, from a brand reputation standpoint, you definitely wouldn’t want your content appearing in unsafe environments. So while TikTok’s growth as a channel is exciting, I think it’s equally important to keep an eye on these parallel versions that could undermine campaign performance or user trust.

[chighsmith]

Hi @danielmartinhq,

Thank you for posting to the Community! 

This is a great question! TikTok is definitely shaking up the digital marketing world, and we've seen a noticeable shift in how brands (ours included) approach the platform.

Tagging in some of our Champions to see if they have any experience with using TikTok as a part of their Marketing Strategy.

Hi @BukunmiOdetayo @jforte and @NicoleSengers Do any of you all have any experience with integrating TikTok into your Marketing initiatives? Can you share any tips for @danielmartinhq?

Thank you!

Cassie, Community Manager