Five Strategies for Building Brand Influence on TikTok
As the second half of 2026 approaches, marketers need to reassess their social media strategies. Based on the Social Media Today series of guides, this article focuses on the TikTok platform and proposes five suggestions: leveraging TikTok trend tools, building a database of themes and formats, researching creators, formulating strategies, and analyzing data, to help brands establish an effective presence on TikTok and enhance holiday promotional effectiveness.
As marketers look toward the second half of 2026, it becomes especially important to consider holiday promotions and how to maximize reach, boost awareness, and drive sales.
Some brands may already have a full holiday calendar planned, or have frameworks in place for promotions. However, social media usage trends are constantly evolving, and it is worth reassessing traditional approaches and considering the value of establishing a presence in other apps to seize emerging opportunities.
Over the coming weeks, Social Media Today will publish a series of overviews providing tips and strategies for building an organic social media presence on major platforms. These strategies can serve as a foundation for broader social media campaigns.
This article focuses on TikTok—a widely popular yet controversial platform. The app has become a key channel for connecting with younger audiences.
Here are some suggestions for building an effective brand presence within the app.
1. Leverage TikTok trends
TikTok offers various trend insight options, including the freeTikTok Trend Tool, which allows marketers to track popular topics by region and industry.
TikTok also maintains aTop Ads List, providing an overview of the best-performing ads on TikTok by region, industry, objective, and format.
Marketers can browse various examples to understand what works on TikTok. They can also check comments to see user questions, which can further guide what content brands should provide.
Insights from these tools not only show what is being discussed across business sectors, but also how the most successful brands incorporate them into their promotions, thereby informing TikTok ad strategies.
2. Build a database of key themes and formats
Based on available data from TikTok trends and top ads, marketers can compile a list of key themes and formats that are gaining traction among TikTok users.
This will provide an overview of how to tailor promotions to align with TikTok users' interests, while also directly pointing out effective video styles that other brands are using.
3. Research creators
Creator marketing on TikTok can be a powerful tool, as creators often understand the platform better than most brands.
Therefore, brands can use TikTok trends to find the most popular creators by topic, which will guide marketers' content approach and help them better understand what works in specific niches.
Brands that understand their niche will also find it easier to identify suitable creators for collaborative promotions.
4. Develop a strategy
Based on the above research, marketers should be able to develop a TikTok strategic approach that aligns with key industry trends and attracts audiences interested in relevant content.
Brands should stay attuned to trends, update niche interests promptly, and seize opportunities as they arise by monitoring the evolution of broader conversations within the app.
5. Study data analytics
Marketers can then use TikTok insights to measure responses to their content and campaigns, doubling down on what works and abandoning what doesn't.
The key to success on TikTok lies in understanding the app and what TikTok users are responding to. Overly direct marketing performs poorly, but by delving into major trends, marketers can better understand what works and what doesn't. Additionally, they can see user questions within the app, thereby knowing what answers brands can provide.