TikTok has evolved into one of the most influential social media platforms for brands looking to expand their reach and connect with audiences. With over a billion active users and a unique focus on creative, short-form video content, TikTok provides the perfect space for brands to showcase their personality and stand out from the crowd. Using TikTok for brand awareness is about more than posting videos and hoping the money rolls in. It involves tapping into trends, engaging with communities, and creating content that sparks interest. Let's outline creative methods for brands to use TikTok to strengthen their presence and make a lasting impression on their audience.

1. Tap Into Trending Challenges

Trends are at the heart of TikTok. Participating in popular challenges helps your brand stay relevant and visible within the platform’s user communities. Challenges typically involve hashtags and simple activities that users can replicate, making them an easy way to attract attention.

  • Chipotle's #GuacDance Challenge invited users to showcase their love for guacamole through dance. The campaign generated millions of views and significantly boosted customer engagement.

Monitor TikTok’s Discover page to identify trending challenges relevant to your brand. Join conversations in a creative way that aligns with your products or services.

2. Collaborate with TikTok Influencers

Influencers on TikTok already have established audiences eager to engage with their content. Partnering with creators whose values and audience demographics align with your brand can quickly boost awareness. Influencer collaborations can amplify your reach by using the trust and credibility influencers have with their followers.

  • e.l.f. Cosmetics created the viral #EyesLipsFace challenge by partnering with TikTok influencers, which resulted in billions of views and massive brand recognition.

Choose influencers with an engaged following that aligns with your product. Allow them creative freedom to create content that resonates naturally with their viewers and integrates your brand message.

3. Create Original Content Around Viral Sounds

Sounds play a central role in TikTok's viral culture. Catchy audio clips, funny voiceovers, or popular music often form the basis for creative video trends. Brands that incorporate viral sounds can make their content feel approachable and relatable, helping them break into the algorithm’s recommendations.

  • Ryanair cleverly using trending voiceover clips to create humorous content featuring their airplanes. This lighthearted content resonated with a wide audience and generated strong engagement.

Look at TikTok’s trending sounds or create an audio clip unique to your brand. Use it consistently as part of your videos to establish a signature style that followers will recognize.

4. Share Behind-the-Scenes Content

Giving audiences a glimpse behind the curtain humanizes your brand and forms a connection with viewers. People love seeing authentic moments that highlight a company’s employees, workflows, or creative process.

  • Gymshark features sneak peeks of new fitness gear, showcases employees’ TikTok antics, and shares workout tips. This behind-the-scenes content keeps fans engaged, which reinforces brand loyalty.

Show your team at work, preparation for product launches, or the unpolished reality of running a business. Use an approachable tone to make followers feel like insiders.

5. Host Contests and Giveaways

TikTok users love participating in contests, especially when there’s an incentive involved. Hosting a giveaway can spark interest in your brand and encourage users to engage with your content while sharing it with their followers. This can quickly expand your audience base.

  • Guess launched the #InMyDenim hashtag challenge, inviting users to post videos showing how they style denim for a chance to win prizes. This strategy generated significant buzz and engagement around the brand.

Create a unique branded hashtag for your contest. Clearly outline the rules and requirements, making it easy for participants to join and spread the word.

6. Try User-Generated Content

User-generated content (UGC) can significantly boost credibility and reach on TikTok. Encouraging your audience to create videos using your products or referencing your services saves production costs and builds a sense of authenticity.

  • Starbucks often inspires users to share videos of their customized drinks, which fuels conversation around their brand without much effort on their part.

Ask followers to showcase how they use your products. Incentivize participation by featuring the best submissions on your account or offering discounts.

7. Tell Your Brand’s Story Creatively

Storytelling is the backbone of any successful marketing campaign, and TikTok offers unique tools to bring your story to life. Editing features like transitions, overlays, and speed controls make it possible to grab attention and keep viewers engaged.

  • The Washington Post posts humorous and timely videos to explain news stories or share glimpses into their newsroom, making serious topics accessible and entertaining.

Simplify your brand’s message into a fun and engaging story. Use on-screen text and TikTok's video editing tools to add layers to your narrative.

8. Use TikTok Ads Effectively

TikTok ads, including in-feed ads, branded hashtag challenges, and TopView (ads that appear upon opening the app), provide unique opportunities to create brand awareness. These ads allow your business to reach a highly targeted audience with measurable results.

  • BMW ran an engaging TikTok ad campaign showcasing the agility of their vehicles, combining professional visuals with the platform’s casual vibe.

Test different ad formats and analyze performance metrics to refine your strategy. Combine paid campaigns with organic content for a cohesive TikTok presence.