Beyond the Scroll: What Marketers Can Learn from TikTok’s Rise

by | Oct 28, 2025 | Community Management, EduSocial Blog, Strategy, Tools | 0 comments

TikTok has quickly evolved from dancing and lip-syncing videos. Over the years, the United States has had an on and off relationship with TikTok. Earlier this year, we all expected TikTok to be banned, which put many brands in a sticky situation. Businesses have found TikTok to be a powerful marketing tool, and without it, we were all going to experience a great loss. While some love it, others still have not tapped into TikTok. One thing we cannot deny is the rising popularity of it over the past couple of years. With engagement rates of 2.65%, one of the highest across social media platforms, TikTok has become a powerhouse for digital marketing. Through TikTok, brands are able to stay culturally connected with a younger, interactive audience. TikTok offers opportunities that are simply TOO big to ignore. This blog will walk you through why TikTok is worth your time, and how to use it to your marketing advantage. Understanding the platform Before you even think about starting to post on TikTok, you must go through a couple of initial steps. In order to successfully post valuable content, you need to understand TikTok. To begin, you must know what TikTok’s FYP (For You Page) is. This section of TikTok is based on what you have already previously watched and is where most people scroll. The great thing about TikTok is that you do not need to have a lot of followers to go viral. TikTok rewards content that is engaging and creative, no matter what your follower count is. At the moment, TikTok’s user base is primarily Gen Z and Millennials. However, the platform is increasingly attracting older age groups! So, if your brand appeals to multiple age groups, TikTok may be a lot more relevant than you think. Align TikTok with your brand strategy Now that you understand the basics of TikTok, you need to align it with your original strategy. Start by asking, “What would I like to accomplish on TikTok?” And “What does my audience on TikTok want or need from my brand?” Consider how TikTok’s values compare to your brands’. TikTok is known for its casual, laid-back vibe. However, just because that is their tone, it does not mean you have to change your business’ vibe. If your brand is a lot more serious, stay consistent with your brand voice. Types of Content That Performs Well Motivational and positive moments Dance trends Challenges Hack/Tips Art Fashion Beauty Audiences have quickly changed their preferences in video content. Not too long ago, the standard for videos was being polished and professional. We sought great lighting, carefully written out scripts, and studio-quality sound. Now in the age of TikTok, individuals seek authenticity over professionalism. Audiences crave real videos where they can see vulnerability and true emotions. Now, value is placed on personality and relatableness. Real World Examples Over time, we have seen businesses gain popularity by being active on TikTok. By commenting, sharing, and even hoping on trends. This allows people who may not typically connect with them, discover them. Scrub Daddy Scrub Daddy has been one of the many brands that is popular on TikTok. They have turned their cleaning tool into a fun product. They have “hopped on” multiple trends which have received a lot of good feedback. Their videos consist of funny skits, trending sounds, and use humor that focuses on Gen Z. Chipotle Chipotle is another great example of good social media marketing. They have launched multiple viral hashtag challenges that have received millions of views. Their behind-the-scenes content has also raised their popularity. Chipotle is also known for having timely and relevant content that stays on top of trends. These two brands are great examples of using TikTok to your marketing advantage. TikTok has 1.12 billion active users worldwide. Staying in the loop has allowed them to reach many of those billion users. TikTok has completely redefined how we consume content. It offers marketers infinite opportunities to connect with their audience. TikTok is much more than dance trends, and lipsyncing videos. It is a powerful tool to drive traffic and build brand trust. Now’s the time to stop watching from the sidelines. Tell us how you feel about TikTok! Will you incorporate TikTok in your strategic plan? Start exploring how your brand can connect and grow on TikTok!

Featured image by Artem Podrez

 

Why TikTok Matters

TikTok has quickly evolved from dancing and lip-syncing videos. Over the years, the United States has had an on-and-off relationship with TikTok. Earlier this year, we all expected TikTok to be banned, which put many brands in a sticky situation. Businesses have found TikTok to be a powerful marketing tool, and without it, we were all going to experience a great loss. 

While some love it, others still have not tapped into TikTok. One thing we cannot deny is the rising popularity of it over the past couple of years. With engagement rates of 2.65%, one of the highest across social media platforms, TikTok has become a powerhouse for digital marketing. Through TikTok, brands are able to stay culturally connected with a younger, interactive audience. TikTok offers opportunities that are simply TOO big to ignore. 

This blog will walk you through why TikTok is worth your time and how to use it to your marketing advantage. 

 

Understanding the Platform

Before you even think about starting to post on TikTok, you must go through a couple of initial steps. In order to successfully post valuable content, you need to understand TikTok. 

To begin, you must know what TikTok’s FYP (For You Page) is. This section of TikTok is based on what you have already previously watched and is where most people scroll. The great thing about TikTok is that you do not need to have a lot of followers to go viral. TikTok rewards content that is engaging and creative, no matter what your follower count is. 

Image of person holding their smartphone with TikTok loading up on the screen.

At the moment, TikTok’s user base is primarily Gen Z and Millennials. However, the platform is increasingly attracting older age groups! So, if your brand appeals to multiple age groups, TikTok may be a lot more relevant than you think. 

 

Align TikTok With Your Brand Strategy 

Now that you understand the basics of TikTok, you need to align it with your original strategy. Start by asking, “What would I like to accomplish on TikTok?” And “What does my audience on TikTok want or need from my brand?”

Consider how TikTok’s values compare to your brands. TikTok is known for its casual, laid-back vibe. However, just because that is their tone, it does not mean you have to change your business’s vibe. If your brand is a lot more serious, stay consistent with your brand voice. 

Types of Content That Perform Well

  • Motivational and positive moments 
  • Dance trends 
  • Challenges
  • Hack/Tips 
  • Art
  • Fashion
  • Beauty 

Audiences have quickly changed their preferences in video content. Not too long ago, the standard for videos was being polished and professional. We sought great lighting, carefully written out scripts, and studio-quality sound. 

Now in the age of TikTok, individuals seek authenticity over professionalism. Audiences crave real videos where they can see vulnerability and true emotions. Now, value is placed on personality and relatability. 

 

Real World Examples 

Over time, we have seen businesses gain popularity by being active on TikTok. By commenting, sharing, and even hopping on trends. This allows people who may not typically connect with them, discover them. 

 

Scrub Daddy 

Scrub Daddy has been one of the many brands that are popular on TikTok. They have turned their cleaning tool into a fun product. They have “hopped on” multiple trends, which have received a lot of good feedback. Their videos consist of funny skits, trending sounds, and use humor that focuses on Gen Z. 

 

Chipotle

Chipotle is another great example of good social media marketing on TikTok. They have launched multiple viral hashtag challenges that have received millions of views. Their behind-the-scenes content has also raised their popularity. Chipotle is also known for having timely and relevant content that stays on top of trends. 

These two brands are great examples of using TikTok to your marketing advantage. TikTok has 1.12 billion active users worldwide. Staying in the loop has allowed them to reach many of those billion users. 

 

Final Thoughts

TikTok has completely redefined how we consume content. It offers marketers infinite opportunities to connect with their audience. TikTok is much more than dance trends and lip-syncing videos. It is a powerful tool to drive traffic and build brand trust. Now’s the time to stop watching from the sidelines. Tell us how you feel about TikTok! Will you incorporate TikTok in your strategic plan? Start exploring how your brand can connect and grow on TikTok by following NISM’s TikTok for more tips. 

 

Liliana Marquez

Author Bio:

Liliana Marquez is a current student at the University of Nebraska at Kearney. She is pursuing a Bachelor of Science in Business Administration with a minor in Digital Marketing. Liliana was a 2025 intern with the National Institute for Social Media, where she had the incredible opportunity to enhance her marketing/social media skills throughout the summer.

Connect with Lili on LinkedIn!

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