TikTok has evolved from a niche short-form video app into one of the most influential digital platforms in the world. With more than a billion monthly active users and a culture that moves at breakneck speed, it has become essential for brands looking to connect with modern audiences. Yet succeeding on TikTok requires more than reposting polished marketing videos or chasing trends without context.
Susan Chang, who leads social media at Dropbox, has spent years refining her company’s approach to the platform. Having joined Dropbox long before TikTok existed, she has overseen the brand’s evolution from traditional social strategies to a dynamic, video-first mindset tailored to TikTok’s unique environment.
Below are five key principles brands can use to strengthen engagement and build a meaningful presence on the platform.
1. Create Content That Feels Native to TikTok
One of the most common mistakes brands make is recycling the same short-form video across multiple platforms. While TikTok, Instagram Reels and YouTube Shorts may look similar on the surface, the audiences and cultures within each are distinct.
TikTok thrives on self-referential humor, evolving trends and community-driven conversations. Much of what resonates on the platform responds directly to other TikTok content. Brands that succeed invest time in understanding the rhythms, inside jokes and daily trends that define the app.
When videos feel overly produced or detached from platform culture, users quickly notice. Authenticity on TikTok often means embracing a less polished, more conversational tone. Content should feel like it belongs in someone’s For You feed rather than a repurposed advertisement.
2. Treat the Comments Section as Prime Real Estate
On TikTok, engagement does not end when the video is posted. In many cases, the comment section becomes an extension of the content itself. Users often add humor, debate, or creative takes that amplify the original post.
Brands that ignore comments miss a major opportunity to deepen relationships. Responding thoughtfully, pinning standout comments, or even creating follow-up videos based on audience reactions can significantly boost visibility and loyalty.
Engaging in the comments also signals that the brand is listening. Rather than broadcasting a message and disappearing, companies can use this space to build community. This approach transforms passive viewers into active participants.
3. Build a Thoughtful User-Generated Content Strategy
User-generated content has become a cornerstone of effective TikTok marketing. Rather than relying solely on in-house production, brands can collaborate with real customers or micro-influencers who already use and understand the product.
These creators often produce content that feels more relatable and credible than traditional brand messaging. When a genuine user explains how a product fits into their daily life, it carries a level of trust that polished corporate videos may struggle to achieve.
Additionally, incorporating user-generated content allows brands to maintain a steady posting cadence without dramatically increasing production costs. It creates a scalable model for storytelling while showcasing diverse voices.
4. Rethink the Obsession With Follower Counts
Unlike older social platforms where follower numbers heavily influenced reach, TikTok’s algorithm prioritizes content relevance and engagement. Videos can surface on users’ For You pages regardless of whether they follow the account.
This means that virality and visibility are driven more by how content resonates than by how large a brand’s follower base is. For marketers, this shifts the focus toward engagement metrics such as watch time, shares and comments.
Return on investment should also be evaluated holistically. Brands must consider not only views and interactions but also production efficiency and conversion outcomes. Lower production costs combined with strong engagement can create meaningful impact even without massive follower growth.
5. Embrace Playfulness and Authenticity
TikTok rewards creativity, spontaneity and personality. Users gravitate toward content that feels human rather than overly scripted. As more public figures, executives and institutions join the platform, audiences are quick to distinguish between genuine participation and staged messaging.
Brands willing to experiment, lean into humor and show a lighter side often find stronger traction. This does not mean abandoning brand identity, but it does require flexibility. Overly formal or heavily branded videos may struggle to resonate.
Staying attuned to daily trends and participating in platform-specific moments can help brands remain relevant. The key is balancing awareness with authenticity, ensuring that participation feels natural rather than forced.
As TikTok continues to mature, competition for attention will only intensify. Brands that understand the platform’s culture, prioritize engagement over vanity metrics and build trust through authentic voices are better positioned to thrive.