The Dos and Don’ts of Marketing on TikTok in 2025

Marketing on TikTok has officially matured. As the platform evolves into 2025, the rules have changed—and so have the opportunities. Knowing what works (and what to avoid) is essential for standing out, engaging your audience, and staying ahead in the social media fast lane.

Why TikTok is a Must for Modern Marketers

TikTok’s user base is diverse, dynamic, and growing. With well over one billion monthly users worldwide, it provides unmatched access to niche communities, brand storytelling, and viral trends. But success on TikTok isn’t just about posting videos; it’s about authentic interaction and understanding the ever-changing ecosystem.

Unlike traditional social platforms, TikTok rewards creativity over ad budgets. Its unique algorithm can launch an unknown brand into the spotlight overnight. That said, simply jumping onto viral trends won’t guarantee results. To truly benefit, brands must approach marketing on TikTok differently and with intention.

The Dos: Successful Strategies for TikTok in 2025

Staying effective on TikTok means updating your approach as the platform evolves. Here are proven ways to get results this year.

Do: Prioritize Authenticity

Viewers expect genuine, relatable content. Overly polished, corporate-style videos rarely perform well. Instead:

• Show real people using your products or services.
• Feature behind-the-scenes glimpses of your business.
• Engage in TikTok’s unique humor and trends, but adapt them to your brand’s voice.

Humanizing your brand fosters trust and encourages more watch time and shares.

Do: Leverage Micro-Influencers and Creators

Partnering with influencers is smarter than ever, but today’s audience favors creators who match their interests. Nano and micro-influencers (with smaller, loyal followings) often deliver higher engagement rates:

• Seek creators aligned with your values and target audience.
• Allow influencers freedom to interpret your message in their style.
• Focus collaborations on storytelling rather than direct selling.

This approach not only feels more organic but also resonates better with newer generations of TikTok users.

Do: Participate in Trends (But Add Value)

Jumping on trends is essential for reach, but simply copying others won’t work. Instead:

• Put your unique spin on viral challenges, sounds, or formats.
• Explain how your product fits within a trend contextually—don’t shoehorn it in.
• Monitor emerging topics relevant to your niche and act quickly.

Adding value—whether through education, entertainment, or fresh perspective—helps your content break through noise.

Do: Use Hashtags Wisely

Hashtags matter on TikTok, but spamming doesn’t help. The ideal strategy includes:

• Combining broad, trending hashtags with niche-specific ones.
• Researching which tags your audience actually follows.
• Creating a custom branded hashtag for campaigns and encouraging user-generated content.

This balanced approach builds discoverability while also cultivating community.

Do: Invest in TikTok’s New Ad Formats

Organic content is vital, but paid options have expanded. In 2025, TikTok offers even more seamless ad solutions, such as interactive in-feed ads and storyline-based features. Benefits include:

• Reaching precise audience segments based on interests and behaviors.
• Measuring real-time engagement through improved analytics.
• Testing different creatives with A/B functionality.

A strategic mix of organic and paid content helps scale your TikTok marketing efforts efficiently.

Do: Monitor Metrics and Adapt Quickly

Data-driven approaches are more important than ever. Regularly track:

• Watch time and retention rates, not just views.
• Follower growth and sentiment in comments.
• Performance by video type, posting time, and influencer involvement.

Frequent adjustments let you double down on what works and discard what doesn’t, ensuring continuous improvement.

The Don’ts: Pitfalls that Undermine TikTok Success

Even the savviest marketers can fall into traps. Avoid these common mistakes to keep your audience engaged and your brand’s reputation strong.

Don’t: Recycle Content from Other Platforms

Repurposing is smart, but direct reposts from Instagram or YouTube rarely work. TikTok’s energy is unique:

• Tailor every video for TikTok’s vertical format and quick pace.
• Avoid slow intros—deliver value or entertainment in the first three seconds.
• Use native editing tools and filters rather than third-party effects.

Originality and platform awareness go a long way in capturing attention.

Don’t: Over-Promote or Hard-Sell

TikTok is notorious for punishing “salesy” content. Instead of pushing products aggressively:

• Showcase benefits within a story or entertaining concept.
• Use soft calls to action, like asking opinions or inviting users to duet.
• Share user-generated testimonials without overtly “selling.”

Maintaining a light, conversational tone helps avoid user fatigue and boosts credibility.

Don’t: Ignore Community Engagement

Broadcasting without interacting is a fast track to irrelevance. Build lasting loyalty by:

• Responding to comments promptly and thoughtfully.
• Participating in duets and stitches with your audience.
• Hosting live Q&As or AMAs about your brand or field.

Brands that participate become part of the community—not just another ad in the feed.

Don’t: Fumble Audio or Captioning

Audio and captions are crucial to accessibility and reach. Never:

• Use copyrighted music without proper permissions.
• Skip descriptive on-screen text or closed captions (many users view videos muted).
• Rely solely on trending sounds—original audio can enhance storytelling.

Optimizing both sound and text makes your marketing on TikTok accessible and enjoyable for the broadest crowd.

Don’t: Set and Forget Your Strategy

TikTok’s landscape changes quickly. Avoid a static approach by:

• Staying current with monthly platform updates and emerging trends.
• Rotating creative styles, formats, and influencer partnerships.
• Experimenting regularly, then noting lessons from wins and failures.

Consistent refresh keeps your content relevant and audiences engaged.

Keeping Up with TikTok’s Evolution

Maintaining relevance on TikTok requires ongoing curiosity. The algorithm changes, audience preferences shift, and what worked last year may fall flat today. To thrive:

• Join TikTok’s own creator newsletters or attend virtual workshops.
• Study successful brands’ and creators’ top-performing videos.
• Encourage feedback from your own audience to inform content ideas.

Continuous learning helps you spot new opportunities and adjust your marketing on TikTok before your competitors do.

Staying Ethical in 2025

With increased scrutiny on data privacy and transparency, it’s pivotal to respect user rights and disclose partnerships honestly. Always:

• Follow TikTok’s community guidelines and advertising policies.
• Clearly mark paid partnerships or sponsored content.
• Seek proper permissions before using anyone’s likeness or content.

A proactive attitude towards ethics safeguards trust and protects your brand from costly mistakes.

Building Your TikTok Marketing Plan

Success doesn’t happen by accident. Planning is your best friend when it comes to sustainable growth on TikTok. Here’s a step-by-step approach:

• Define objectives: Awareness, engagement, conversion, or all three?
• Identify your exact target audience and research their on-platform habits.
• Develop a content calendar with a balance of trend participation, educational posts, and community interaction.
• Allocate budget for paid promotions or sponsored collaborations.
• Monitor key performance indicators and adjust monthly.

Having a living strategy ensures your marketing on TikTok stays aligned with both business goals and audience interests.

Conclusion

Mastering marketing on TikTok in 2025 takes creativity, agility, and a real understanding of the community. Follow the dos, avoid the don’ts, and you’ll unlock lasting engagement—and meaningful business results. Ready to jump in? Start experimenting and join the conversation today!