5 Key Tik Tok Takeaways to Elevate Your Brand

Hi and welcome to part three of my blog. This week we are focusing on Tik Tok and just how quickly it can trasnform a brand, if it's done correctly!

In the fast-moving world of TikTok, brands have an unprecedented opportunity to connect, entertain and convert, but only if they understand what the platform truly rewards.

It’s my job to get to grips with social media platforms like Instagram and Tik Tok, but I have seen so many brands fail with Tik Tok because they simply don’t understand how it works. It is a whole new way of working and is totally different to Instagram. Based on what I’ve seen and tested, here are five key strategies that will help your brand grow on Tik Tok.

It's worth noting, in most cases, 'going viral' on Tik Tok doesn't happen overnight and it does take a lot of work to get there!

1. Find your niche and keep it consistent

• TikTok’s algorithm loves topical consistency: showing the same voice/theme/topic helps it understand your channel’s identity and reach the right audience. 

• When you explore a niche, you build trust with a specific audience and increase the chance they’ll stay to the end of your videos, comment, like, and share.

• Brands that try to be everything often confuse the algorithm and the audience; being clear about what you’re about helps.

  
  

How to apply

• Pick a clearly defined niche for your brand. For example: “property viewings in Cheshire”, “home-renovation journeys”, or “estate-agent behind the scenes”.

• Map out a content theme around that niche (e.g., “how we stage a home”, “day in the life of viewings”, “what £X gets you in Cheshire”) and keep repeating and refining it.

• Resist the temptation to randomly jump into unrelated trends or content that doesn’t align, keep your umbrella topic visible.

2. Don’t “sell” but promote an experience and lifestyle instead

• TikTok is fundamentally an entertainment and discovery platform rather than a pure “buy now” channel. If it feels like an ad, you’ll often see lower engagement and watch-throughs. 

• Viewers respond better to content that shows how a product/service fits into real life or solves a relatable problem, rather than being pitched directly.

• When you show lifestyle, mood, transformation or emotion, you hook attention, which improves watch time and completion rate.

  
  

How to apply

• Instead of “We sell homes in Cheshire”, show “Imagine living here”

• Create videos that highlight the before & after, journey, or aspiration rather than “buy this now”.

• Use subtle cues: e.g., show how your team helps clients, show the lifestyle around the home, show what happens once someone moves in. Make it about the experience.

• On TikTok, keep the tone casual and genuine: “Here’s what Sunday looks like in one of our listings…” rather than “Call us to list your home”.

3. Find the best times to post and therefore when your audience is online

• Getting engagement early within the first minutes/hours of posting, signals to the algorithm that your content is valuable, which improves its reach. 

• While there are general best times, these are just a guide. Your unique audience may behave differently. 

• Posting when your audience is active gives you a head-start: more comments/likes sooner, better chance of being promoted to the FYP.

  
  

How to apply

• Dive into your TikTok analytics as well as your Instagram/Facebook if relevant to look at when your followers are most active.

• Test posting at different times over several weeks and compare performance.

• Once you identify 2-3 slots that work best, plan posting around those times so you’re maximising your chance of early engagement.

4. Make your content engaging and remember, it doesn’t have to be ultra-high-budget

• The algorithm favours watch time, completion rate, and engagement over big production values. In many cases, raw, conversational, authentic content performs better than polished content.

• Authenticity resonates and users want to feel real people behind brands. When you’re too slick, you risk losing the “human” feel.

• “Good enough” content posted consistently beats occasional perfect content. Consistency also helps algorithmically. 

  
  

How to apply

• Film short, real-time clips: “Here’s us at a viewing”

• Use on-the-go shots, phone footage, natural lighting. Don’t fear imperfect frames or minor background noise.

• Use hooks early like in the first 2-3 seconds to keep people watching.

• Encourage interaction: ask a question in the video or caption “Would you pick kitchen A or B?”

• Pay attention to when your audience drops off in your analytics. If people leave after a few seconds, then you need to adjust your hook strategy!

5. Use keywords in your voice-overs and captions to boost your algorithmic reach

• TikTok is increasingly acting like a search engine as well as a social feed: voice-overs, captions and keywords help the algorithm understand what your video is about and match it to viewers’ interests. 

• While hashtags remain important, they’re no longer enough on their own. Captions and spoken words help the platform categorise your content.

• Using relevant keywords helps you appear for niche queries (e.g., “Cheshire house prices 2025”, “estate agent tips UK”), which means more targeted reach.

  
  

How to apply

• In your voice-over, say things like: “If you’re selling a 3-bed in Cheshire, here are the things you need to know…”

• In the caption, include relevant keywords: e.g., “Cheshire home selling tips”, “Why stage your home before listing”, “First-time buyer property Cheshire”.

• Choose 2-4 focused hashtags that align with your content – this way you are avoiding generic ones that don’t align.

• Keep the caption clear and descriptive rather than overly cryptic or vague.

• Review your analytics for which keywords and hashes drive views and repeat the winning ones.

If you're wondering where to start with Tik Tok - or any other social platform, let's work together on a gripping content plan for your business!

Lucy x