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To help you get started, we’ve put together this guide featuring five TikTok content ideas that will help you connect with your audience in an impactful way.
People love to see the real, unfiltered side of businesses. Sharing behind-the-scenes (BTS) content humanises your brand and helps in building trust by offering viewers an authentic glimpse into your operations. Whether it’s showing how your products are made, giving a tour of your office, introducing your employees, or sharing a snippet of a brainstorming session, BTS content is all about transparency. This authenticity resonates with TikTok users, who prefer genuine content over polished, scripted videos.
BTS content is particularly effective because it highlights the human element of your brand. It allows customers to connect with your company on a more personal level, building loyalty and trust over time. Moreover, BTS videos can spark curiosity and intrigue, making your followers feel like they’re part of an exclusive group with insider access.
Chipotle is known for its fun and engaging BTS content. The fast-casual restaurant often shares videos of their employees preparing menu items, giving their audience an insider look at their kitchen operations. This behind-the-scenes access makes the brand feel more relatable and approachable while subtly promoting its products.
@chipotle in Grace we trust ✨ (@lachinitaquebaila) #chipotle #order #pov
♬ act ii: date @ 8 - 4Batz
Start by capturing videos of your team at work, your workspace, or your production process. Use TikTok’s in-app editing features to add music, effects, or text overlays to make the video more engaging. The beauty of TikTok is that you don’t need professional equipment—authentic, raw footage often works best.
User-generated content (UGC) is one of TikTok’s most powerful features for fostering engagement and brand loyalty. UGC allows you to leverage the content your customers create, transforming them into brand advocates. By encouraging your customers to share videos of themselves using your products or services, you not only increase engagement but also build social proof. Seeing real people enjoy your product in their own lives can help potential customers trust your brand.
In addition, UGC helps build a sense of community. It shows that your brand is not just a faceless corporation but rather a brand that cares about its customers and values their input. This community-driven approach is especially important on TikTok, where users are more likely to engage with brands that foster personal connections.
GoPro is a master at utilising UGC. Their TikTok feed is filled with content created by users showcasing their adventures while using GoPro cameras. These user-generated videos feature everything from extreme sports to everyday moments, providing GoPro with a continuous stream of authentic and engaging content.
@gopro Arms of steel 💪 @Gionata Livorti gave us a front row seat to his sunset stair sesh. #gopro #gopromax #gopropov #pov #mtb #mountainbike #sunset #sendit
♬ original sound - GoPro
Create branded hashtags or challenges that invite your customers to share their experiences with your products. For example, you could launch a contest asking customers to showcase creative ways they use your product. Be sure to interact with user-generated content by liking, commenting, or even reposting the best videos on your official TikTok account.
Educational content, such as how-to videos and tutorials, consistently performs well on TikTok. By providing value to your audience, you can position your brand as an expert in your industry. Whether you’re showcasing how to use your product, offering helpful tips, or sharing industry-related knowledge, tutorials can help build trust and credibility while keeping your audience engaged.
TikTok’s short-form format is perfect for breaking down complex processes into bite-sized, easy-to-digest videos. By offering practical advice or step-by-step tutorials, you’re not only helping your audience but also highlighting the unique benefits of your product or service.
Sephora uses TikTok to share makeup tutorials from their users that teach their audience how to use specific products. These tutorials drive engagement and encourage customers to try new beauty techniques. Additionally, by offering expert advice, Sephora strengthens its reputation as a go-to source for all things beauty whilst featuring its users creating a strong sense of community.
@sephora Precision’s 10/10, @ashleynicolequiroz 🏆
♬ original sound - sephora
Identify the key features of your product that might require further explanation or instruction. Create short, snappy videos that highlight these features or demonstrate how to use your product in different ways. Use TikTok’s editing tools to add transitions, captions, and voiceovers to make your tutorials visually appealing.
Participating in viral challenges or creating your own branded challenge is one of the best ways to boost engagement and visibility on TikTok. Challenges often take the form of dance routines, funny skits, or creative problem-solving tasks. TikTok’s challenge culture allows users to get involved with brands in a fun and interactive way, making it an ideal strategy for driving user participation.
When done right, a challenge can go viral and bring massive attention to your brand. It allows users to engage with your content creatively, all while spreading the word about your product or service to their own followers.
One of the earliest examples of a successful branded challenge was the #InMyDenim challenge by Guess. This challenge encouraged users to post transformation videos of themselves switching into denim outfits, which helped Guess increase brand awareness and user-generated content engagement. The viral nature of the challenge led to widespread participation and significant brand exposure.
Keep an eye on trending challenges and assess which ones align with your brand. If you create your own challenge, ensure it’s simple enough for users to participate easily and fun enough to encourage creativity. Consider collaborating with influencers to help kickstart the challenge, as their involvement can help your campaign reach a wider audience.
Collaborating with TikTok influencers is one of the most effective ways to expand your reach and build credibility on the platform. Influencers have established loyal followings, and by partnering with them, your brand can tap into their audience in a natural and authentic way. Influencer content feels more personal and less like traditional advertising, which resonates well with TikTok’s user base.
Influencers can create content that feels relevant and aligned with your brand values while also maintaining the authenticity that their followers appreciate. A well-executed influencer campaign can not only increase your brand’s visibility but also enhance your reputation by associating your brand with trusted voices.
Gymshark frequently partners with fitness influencers to showcase their workout gear. These influencers post videos of their workouts while wearing Gymshark clothing, which serves as both inspiration for their followers and subtle promotion for the brand. This approach makes the content feel organic and avoids the pitfalls of overt advertising.
@gymshark daddy’s home. @Chris Bumstead #cbum #gym #Gymshark
♬ original sound - Gymshark
Identify influencers within your industry whose content aligns with your brand’s values. When reaching out to influencers, be sure to allow them creative freedom so the content feels authentic. Collaborations should feel like a natural fit for both the influencer and your brand, ensuring a seamless connection with the audience.
TikTok is an exciting platform for brands to explore, offering a unique space to engage with your audience in creative and authentic ways. By incorporating behind-the-scenes content, user-generated videos, how-tos, challenges, and influencer partnerships into your TikTok strategy, you can increase your brand’s visibility and foster deeper connections with your audience.
TikTok rewards creativity and authenticity, so don’t be afraid to experiment and take risks with your content. The more genuine and engaging your videos are, the better your chances of standing out and growing your brand presence on this dynamic platform. Start exploring these content ideas today, and watch your brand flourish on TikTok, or if you’re looking for help speak to the team today.
Take a peek behind the lens with Anil, our Creative Director, as he tells us about the magic behind photoshoots. From Sparking inspiration to navigating last-minute twists, he covers the highs and hurdles of bringing a campaign to life through photography and video. Read on to discover more!
With over 1 billion active users worldwide, TikTok offers a huge opportunity for brands to engage creatively with their audiences. The app, with its highly engaging short-form video format, is especially effective at humanising your brand and reaching younger demographics in a fun and authentic way. However, creating content that resonates on TikTok can be challenging, particularly if you’re unsure where to begin.
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