TikTok Brand Guidelines: Dos and Don’ts for Successful Influencer Marketing

Using TikTok as a business can be exciting yet overwhelming. The platform’s unique culture and algorithm reward creativity, authenticity, and consistency – qualities that might feel unfamiliar if you’re used to polished Instagram posts or traditional ads. But TikTok’s explosive growth makes it impossible to ignore for brands of all sizes. Whether you’re an e-commerce startup, an Amazon seller, or a seasoned marketer, following these TikTok brand guidelines (the key dos and don’ts) will help you connect with content creators, ride viral trends, and turn viewers into customers. In this blog, we’ll break down TikTok Brand Guidelines: Dos and Don’ts in a casual, informative way so you can maximize your presence and influencer marketing results on TikTok.

Why Brands Should Be on TikTok

TikTok isn’t just a platform for dance challenges – it’s quickly becoming a powerhouse for product discovery, influencer marketing, and e-commerce. Still on the fence? Consider these eye-opening facts:

• • Shoppers start on TikTok: Roughly 58% of TikTok users browse the app for shopping inspiration – discovering trending products, styles, and must-haves just by scrolling. In other words, TikTok is a starting point in the customer journey, not an afterthought.

     

  • It drives impulse buys: 67% of TikTok users say the platform inspired them to shop even when they weren’t looking to. The hashtag #TikTokMadeMeBuyIt didn’t get 85+ billion views by accident – TikTok excels at turning casual viewing into “OMG I need that!” moments.

     

  • Constant new features for brands: TikTok is constantly adding new tools to help businesses grow. For example, in late 2024 TikTok launched Search Ads (a keyword-based ad solution) so brands can appear in TikTok’s search results. They’ve also rolled out TikTok Shop, improved analytics, and other updates to make marketing easier.

     

  • Short-form video = high ROI: Short-form video content (like TikToks) is currently the top-performing marketing format. In fact, a majority of marketers say short videos yield the highest ROI of any content type. TikTok’s bite-sized videos hit the sweet spot for engagement and returns.

     

  • Unmatched user engagement: Consumers spend more time on TikTok than on any other social network, averaging about 95 minutes per day globally. That’s more daily attention than Instagram and Facebook combined, giving brands more opportunities to connect.

The takeaway? TikTok’s audience is huge, highly engaged, and open to discovering new products through influencers and UGC (user-generated content). Instead of interrupting viewers with hard sells, successful brands provide entertainment and authentic content – ushering in the era of “shoppertainment.” The chart below illustrates one reason TikTok is so valuable for marketers: people simply spend far more time there than on competing platforms, meaning more chances for your brand to be seen and heard.

With the “why” covered, let’s move on to how you can thrive on TikTok. Below are the essential TikTok brand guidelines – the Dos and Don’ts for brands – that will help you build an authentic presence, leverage micro-influencers, and avoid common pitfalls.

TikTok Dos for Brands (Best Practices)

TikTok is unlike any other social media platform, so brands need to adapt to its norms. Here are the top TikTok “Dos” – strategies that successful brands and content creators are using to win over TikTok audiences:

Do: Center Your Content Strategy Around Creators & UGC

TikTok is all about people. From viral dances to product reviews, human faces and personalities drive the content. Brands should take a people-centric approach rather than just posting sterile product shots. In fact, the positive impact of focusing on real creators is well-documented – 78% of TikTok shoppers say they discover products through influencer videos. That means if you want to get noticed, you need creators talking about your product.

Tips for creator-focused content:

• • Work with influencers and micro-influencers. TikTok’s culture values authenticity, and micro-influencers (creators with smaller, niche followings) often have highly engaged audiences. Their content feels like recommendations from a friend. Even without million-plus followers, they can spark huge demand. (Remember, viral success on TikTok doesn’t require a big account – compelling content can hit the algorithm jackpot even for new creators.) Platforms like Stack Influence can help brands connect with the right micro-influencers to generate this kind of authentic UGC at scale.

     

  • Incorporate user-generated content (UGC). The best TikTok brands regularly share videos featuring real people – whether it’s influencers, loyal customers, or employees. This could be unboxing videos, “TikTok made me buy it” haul videos, before-and-after demos, etc. For example, many beauty brands repost content from fans trying their products. UGC and influencer posts not only provide social proof, they also outperform polished ads on TikTok.

     

  • Be authentic and relatable. Ditch the corporate speak. TikTok viewers appreciate a casual, human tone – even from businesses. Show some personality, humor, or behind-the-scenes realness. TikTok users find content that’s unfiltered and genuine to be the most engaging, and that extends to brands too. As TikTok’s own team puts it: “you don’t need any flashy, polished ads — you just need to be yourself”. Brands like Duolingo have famously gained massive followings by letting their social managers have fun and join in trending jokes (all while subtly showcasing the product). In short, don’t be afraid to get creative or a little goofy – if it fits your brand voice, TikTok is the place for it.

By keeping creators and everyday users front-and-center in your videos, your brand will blend into the TikTok community rather than feeling like an outsider. And that’s exactly what you want – TikTokers are more likely to trust and engage with content that feels native to the platform. (It also levels the playing field: remember that high production value is not mandatory. Many brand videos that go viral are shot on iPhones in a warehouse or living room. Lo-fi is the norm here, which is great news for your budget!)

Do: Experiment with Different Types of TikTok Videos

Don’t box yourself in when it comes to content formats. TikTok offers a playground of video styles and trends – the more you experiment, the better chance you’ll hit on what resonates with your audience. Off the top of our heads, here are just a few types of TikTok videos brands (or their influencers) can create:

• • Unboxing & Hauls – Creators unpack your product on camera, sharing first impressions.

     

  • How-To’s & Tutorials – Quick demos or tips using your product (e.g. a makeup look, a recipe, a DIY project).

     

  • Before/After Transformations – Show results your product delivers (fitness progress, cleaning hacks, makeover, etc.).

     

  • “Come Shopping With Me” – Vlog-style trips where creators take viewers to buy and try your products, often ending with a haul.

     

  • Life Hacks – Clever uses of your product or related hacks that draw interest (and subtly promote what you sell).

     

  • Challenges & Duets – Participate in TikTok challenges or use the duet feature to react side-by-side with trending content in your niche.

That barely scratches the surface. TikTok encourages experimentation for a few reasons: (1) the more content you post, the faster you learn what clicks with your audience; (2) more videos = more chances to get picked up by the algorithm; and (3) trends move fast on TikTok – there are always new formats or memes popping up, so hopping on different trends keeps your content fresh.

Another big rule: avoid posting the exact same type of video over and over. If every TikTok you post looks and feels the same, viewers may lose interest. Mix it up to keep followers guessing what’s next – maybe today it’s a funny skit with a creator, tomorrow a satisfying ASMR-style demo of your product in use. By diversifying your TikTok content, you’ll appeal to different segments of TikTok and increase your odds of one of those videos taking off.

Do: Keep a Pulse on the Latest TikTok Trends

Speaking of trends – TikTok is the most trend-driven social platform to date. What’s popular can change week to week (or even daily). New challenges, dances, viral sounds, and meme formats are constantly cycling through TikTok. Smart brands keep their finger on the pulse so they can ride relevant trends while they’re hot.

Here’s how to stay in the loop:

• • Watch for trending sounds and hashtags. Pay attention to trending audio clips or songs – if you see many videos using the same catchy sound clip or music, consider how your brand might use it (keeping in mind commercial sound restrictions for business accounts, discussed in a moment). Likewise, trending hashtags like #TikTokMadeMeBuyIt (which has amassed over 85 billion views as of 2025!) indicate popular themes. #TikTokMadeMeBuyIt showcases products people discovered on TikTok – getting your product into that conversation can be huge for exposure.

     

  • Monitor viral products and challenges. Occasionally, a random product blows up on TikTok (remember the feta pasta craze, or certain cleaning gadgets?). Keep an eye on the For You Page and TikTok’s discovery tab to see what items or challenges are trending. If something related to your niche is taking off, join in with your own spin. For example, if you sell kitchenware and a new cooking hack trend emerges, make a TikTok showing it with your tools.

     

  • Follow TikTok creators in your industry. The best TikTok creators often drive trends or spot them early. By collaborating with these influencers, you’ll naturally be on top of what’s new. They know the latest effects (Green Screen, AI filters, etc.), features (Stitch, Duet), and cultural moments on the app. Your influencer partners can tip you off to “what’s next” on TikTok – a priceless insight.

Being aware of trends allows your brand to tap into buzzworthy formats and conversations while they’re still relevant. This not only boosts your chances of virality but also signals to TikTok users that your brand “gets it” and is part of the community zeitgeist.

A quick note on music: One challenge for business accounts is music licensing. TikTok limits commercial accounts to a library of royalty-free music for their videos – meaning you might not be able to use the latest hit song in your brand’s TikTok due to copyright. This is another reason to work with creators. Individual creators (not posting as a business) often have access to mainstream trending sounds. By having influencers feature your product in their TikToks, you can ride popular audios that you couldn’t use on your own handle. Alternatively, consider obtaining commercial music licenses for key songs, or get creative with TikTok’s own sound editing tools to make original audio. Just remember: sound is huge on TikTok, so plan your audio strategy along with the visuals.

Do: Post TikToks Frequently and Consistently

On TikTok, consistency is key. The fast-paced nature of the platform (and its algorithm) rewards regular participation. Unlike networks where posting too often might annoy followers, TikTok actually recommends that brands post at least once per day if possible – and many successful accounts post multiple times per day. In fact, TikTok’s own official guidance suggests posting 1 to 4 times daily for best results.

Now, not every business can realistically churn out 3 videos a day, and that’s okay. Quality matters more than sheer quantity. But the underlying point is: don’t let your TikTok account go dormant for weeks at a time. If you only post sporadically, you’re essentially resetting any momentum you had with the algorithm and your followers.

Some tips to stay consistent without burning out:

• • Aim for a sustainable schedule. Pick a frequency that you can keep up – maybe it’s 3-4 times a week, or maybe daily on weekdays. Stick to it. Consistency helps train the algorithm that you’re an active contributor. It also keeps your followers engaged with a steady stream of content. (According to data, posting daily can notably boost your reach compared to irregular posting.)

     

  • Mix in low-lift content. Not every TikTok needs to be a big production. It’s perfectly fine to post simple, off-the-cuff videos that you shoot on your phone in a few minutes. For example, a quick behind-the-scenes clip (“Packing today’s orders!”) or a fun reaction to a comment can supplement your more polished content. These candid videos add personality and are easy to make regularly.

     

  • Repurpose and double-dip. When you collaborate with influencers or get great UGC videos from customers, repost them (with permission/credit) on your own TikTok. This gives you extra content with minimal effort. You can also cross-post short video content between platforms: for instance, if you made a cool Instagram Reel or YouTube Short, consider sharing it on TikTok as well (just be sure to remove any watermarks like the IG logo, and tweak the caption/hashtags for TikTok’s audience). Many brands successfully reuse content across Reels, TikTok, and even Pinterest Idea Pins – it saves time. Just ensure it feels native to TikTok (e.g., TikTok tends to prefer a more casual caption style and uses hashtags differently than Instagram).

While “post every day” is a good goal, never sacrifice quality just to hit a quota. Five mediocre TikToks won’t beat one excellent, engaging TikTok. Try to find a balance that keeps content flowing without compromising what makes it interesting. If you ever feel stretched thin, lean on your community – duet a creator’s video about your product, answer a follower’s question with a video, or stitch a trending clip with your commentary. TikTok gives you plenty of ways to create content efficiently.

Finally, engage consistently too. Don’t just post and ghost – stick around to answer comments, thank people for feedback, and engage with other videos. The algorithm notices engagement on your content (and so do your followers). More on that in the “Don’ts” section, but it’s worth mentioning here: consistent posting plus consistent community interaction is the winning combo on TikTok.

TikTok Don’ts for Brands (Common Mistakes to Avoid)

Now that we’ve covered what you should do, let’s highlight a few major pitfalls or “Don’ts” that can trip up brands on TikTok. Avoiding these mistakes will save you time, trouble, and cringe-factor – and keep your TikTok marketing strategy on the right track:

Don’t: Obsess Over Your Brand’s Follower Count

It’s time to de-program ourselves from the old social media mindset that follower count is everything. On TikTok, follower count isn’t the be-all, end-all of success – reach and engagement matter more. Thanks to TikTok’s algorithmic For You Page, even accounts with zero followers can go viral if their content strikes a chord. Conversely, having 100k followers doesn’t guarantee views if you stop delivering engaging videos.

A few things to remember:

• • Content can reach anyone, not just followers. Unlike platforms where your content mainly goes to your followers’ feeds, TikTok’s FYP shows users a curated mix of content based on what the algorithm thinks they’ll enjoy. This means your TikTok videos are often served to tons of people who don’t follow you. If a video is relatable or entertaining, it can rack up millions of views purely through algorithmic distribution. We’ve seen products (and even small businesses) go viral on TikTok without a big following – for example, certain gadgets or beauty products became TikTok-famous due to UGC videos, long before the official brand account even existed! Virality on TikTok is more about the message than the megaphone.

     

  • Quality > quantity (of followers). It’s great to grow your following, but don’t measure your TikTok success solely by that number. One engaged follower who loves your content (and maybe buys your product) is more valuable than 100 random followers who never interact. Focus on serving your existing audience and making each video count – the followers will come as a byproduct. And even if they don’t click “Follow,” they might still see your content via search or shares. In fact, 52% of TikTok users say they actively search for products or shop on the platform, meaning many users discover brands through TikTok content without necessarily following them. You want to capture those people too.

     

  • Don’t compare to other networks. It’s tempting to ask, “Why do we only have X TikTok followers when our Instagram has 10X?” But TikTok follows its own growth trajectory. Some brands explode to millions of followers in months; others may never cross 50k but still see great sales impact from TikTok. Remember that brand awareness on TikTok can extend beyond your follower list – people might see your product in influencer videos, or via TikTok search, or trending hashtags. Those impressions count even if they’re not reflected in your follower total.

In short, don’t lose sleep if your follower count grows slowly. Keep your eyes on the real prize: engagement and conversions. If your videos are getting solid views, sparking comments, or driving clicks to your site – you’re succeeding, regardless of how many followers you have. The followers will grow over time as a result of good content. TikTok is even testing features to let brands run ads without needing an account presence, highlighting that content matters more than clout. So take a deep breath and spend your energy creating, not just counting fans.

Don’t: Ignore Hashtags and TikTok Search (AKA “Social SEO”)

One of the biggest mistakes is treating TikTok like it’s just a social feed and forgetting that it’s also a search engine. TikTok has famously become the go-to search platform for Gen Z – people use it to find everything from product reviews to restaurant recommendations. In fact, even Google acknowledged that nearly 40% of young people use TikTok (or Instagram) for search instead of Google. And TikTok itself reports that 57% of users utilize the app’s search bar, with 23% of users searching for something within 30 seconds of opening the app. Those numbers are huge!

What does that mean for your brand?

• • Use relevant hashtags on your videos. Hashtags are how TikTok categorizes content and how users discover new videos via search. Always include a few hashtags related to your content or niche. Mix broad ones (e.g. #skincare, #fitness) with specific ones (e.g. #vitamincserum review, #homegymtips). This increases the chances of your video showing up when users search or browse those tags. Pro tip: Check TikTok’s “Discovery” or trending hashtags section for ideas on popular tags to piggyback on. But make sure they’re relevant – tagging #fyp on every post won’t magically boost you (that tag is oversaturated and not targeted). Quality of hashtags beats quantity.

     

  • Incorporate keywords in your captions. TikTok’s algorithm can parse text in your video captions and even in-video text. Think about keywords your target customer might search. For example, if you sell keto snacks, a caption like “Low-carb snack ideas 🥑 #keto #healthysnacks” is better than a super vague caption. Recently TikTok expanded video descriptions to allow longer text – a sign they are leaning into search functionality. Take advantage by writing descriptive captions that naturally include key terms (but still keep it punchy and not overly stuffy – it’s a balance between human and algorithm appeal).

     

  • Leverage TikTok’s Q&A and comment section for SEO. If you have the Q&A feature enabled on your profile, answer questions from users – those Q&As can show up in search results. Also, replying to comments with new videos (a TikTok feature) not only boosts engagement, it often includes the question text in the new video’s caption, effectively adding more searchable content. For instance, a user asks “Is this product waterproof?” – you reply with a video demonstration. The caption automatically shows the question text, meaning anyone searching “XYZ product waterproof” on TikTok might find your video. Neat trick, right?

Ignoring TikTok search and hashtags is leaving a lot of potential reach on the table. Every day, users are actively searching for things like “makeup tutorial,” “how to style curly hair,” “best laptop bag” – why not make sure your content comes up? By treating TikTok as the powerful search/discovery engine it is, you’ll get in front of users who are already expressing interest in what you offer.

Remember, TikTok’s goal (even with the new Search Ads) is to become a one-stop shop for discovery. As a brand, you should aim to “be there” when someone looks up keywords related to your product. So don’t skip the SEO basics here just because it’s a fun video app – a little optimization goes a long way on TikTok.

Don’t: Sound Too “Salesy” or Polished in Your TikTok Content

TikTok is a place for storytelling and entertainment, not heavy-handed sales pitches. One surefire way to turn off TikTok viewers is to make your content feel like a traditional advertisement. The TikTok community tends to scroll past anything that screams “ad” or overly corporate. Brands that thrive on TikTok talk to people, not at them.

Avoid these “salesy” pitfalls:

• • Overt product pushing without value. If every video you post is essentially “Buy our product! It’s the best! Shop now at link!”, people will tune out. TikTok users don’t open the app looking for infomercials. Instead, show your product in use or tell a story around it. Provide entertainment or useful info first, let the product shine naturally. For example, rather than saying “Our blender is on sale, buy today,” post a fun recipe video blending a trendy TikTok smoothie – the blender happens to be yours, and you can mention “made in our XYZ blender” casually. This way, the viewer learns something or is entertained and sees your product in action. Soft sell, not hard sell.

     

  • Using overly formal or scripted language. TikTok content should feel conversational and spontaneous. If your video sounds like a memorized marketing script or a TV commercial voiceover, it will feel out of place. Instead of “Our innovative solution provides unparalleled quality,” try a more relatable approach: “You guys, look how this thing solves [problem] – pretty cool, right?” Imagine a creator (or even a regular user) talking – that’s the tone to aim for. Many brands adopt a friendly first-person voice or even let their social media manager appear as the face of the brand, talking casually. That authenticity builds trust.

     

  • High production value without personality. While there’s nothing wrong with well-edited videos, overly polished content can backfire on TikTok. If something looks like a glossy TV ad, viewers might scroll past because it feels like “forced” content. TikTokers are used to raw, quick-cut, sometimes imperfect videos – it’s part of the charm. So don’t stress too much about cinematic lighting or perfect choreography; prioritize substance over style. A funny skit shot in your warehouse on an iPhone could outperform a slick agency-produced clip. Of course, do ensure decent audio (people need to hear you clearly) and lighting (bright and even), but beyond that, you don’t need to be Spielberg.

TikTok’s own research with Nielsen found that users consider TikTok’s content – including ads – to be more “authentic, genuine, and fun” compared to other platforms. In practice, this means the ads and branded content that work on TikTok often don’t feel like ads at all. They blend into the content users are already watching. Think of the TikToks you’ve seen where you didn’t even realize it was sponsored until maybe a hashtag or disclaimer at the end – that’s the kind of natural integration you want.

A great example is the use of Spark Ads, where brands boost an existing creator’s video that features their product. The ad appears as if it’s coming from the creator’s account (because technically it is), making it feel organic. These ads tend to get higher engagement and completion rates than obvious ads. The lesson for organic content is similar: if you make a video feel like a TikTok first and an ad second, you’re on the right track.

Bottom line: Adopt a show, don’t tell philosophy. Show the lifestyle, the solution, the fun involving your brand; don’t just tell people to buy. And maintain a light touch – TikTok is a platform where being too serious or salesy can seem “cringe.” Infuse humor if appropriate, participate in culture, and let the selling be subtle. Your audience will appreciate you for it (and ironically, that drives more sales in the long run).

Don’t: Leave Your Followers (and Viewers) Hanging!

Finally, a common mistake brands make is failing to engage with their audience on TikTok. TikTok isn’t a “set it and forget it” channel where you can just upload a video and walk away. If people are commenting on or reacting to your content, don’t ghost them – that’s like a conversation starter and you just silently stare back. Not a good look!

Here’s what not to do – and what to do instead:

• • Don’t ignore comments and questions. TikTok users often comment with questions, reactions, or even video requests. If a user asks, “Does this come in other colors?” and the brand is silent, you’ve missed an opportunity (and that user might move on). Try to respond to as many legit questions as you can. Even a simple “Yes! We have three colors 😊” or “Great question – here’s how it works…” goes a long way. It shows you’re listening. TikTok’s algorithm also notices comment activity; responding promptly can boost your video’s engagement score, leading it to be shown to more people. Plus, other viewers see those interactions – if they notice you’re active in the comments, they may be more likely to engage too. 54% of TikTok users engage with brand content daily, so be ready to talk back!

     

  • Don’t vanish after posting. Similar to above, try to stick around for a bit after you post a new TikTok. The first hour or two can be critical – if someone comments “Wow, love this!” consider dropping a quick thanks or an emoji in response. If trolls appear (hey, it happens), a bit of lighthearted humor or simply ignoring/deleting their comments can keep the vibes positive. The key is to show there’s a real human behind the account. Brands that treat their TikTok like a community – not a billboard – see stronger loyalty. Users might follow you specifically because they had a funny back-and-forth in comments. That’s how brand fandoms grow.

     

  • Don’t withhold the next step. If people show interest, don’t leave them hanging on how to act on it. This doesn’t mean hard-selling (as we warned above), but gently guide interested viewers on what to do. For instance, if someone comments “I need this in my life!”, you can reply “Link’s in our bio when you’re ready 😉”. Or if a video blows up and tons of people ask for a tutorial or more info, consider making a follow-up video. TikTok even allows you to create a video reply to a comment, which is a fantastic way to provide more value and keep the engagement loop going. For example, “@jane_smith asked how to clean the gadget – here’s a quick demo!” Boom, that’s a new piece of content spurred by audience interest.

TikTok favors two-way engagement. Simply put, if you engage viewers and they engage back, your content gains momentum. If you ignore them, that momentum dies off. Think of your TikTok presence as building a community or fanbase around your brand. Communities thrive on interaction.

Also, an active comment section can boost credibility. New viewers stumbling on your TikTok may peek at the comments – if they see the brand answering questions and users excitedly sharing their experiences (“I bought this and it’s awesome!”), it reinforces a positive image. Social proof in action!

One more note: TikTok users can message you if you allow DMs or if you follow each other. If you do open that channel, be responsive there too (perhaps redirect to email if needed). However, many brands keep official communications to comments and their profile info (to avoid being flooded in DMs). Do what works for your bandwidth, but at minimum, stay on top of your comments.

In summary, don’t be a post-and-ghost brand. Show up, converse, and build relationships. It humanizes your brand and turns casual viewers into actual fans and customers. Remember, TikTok is a social network – emphasis on social.

Conclusion to TikTok Brand Guidelines

TikTok might seem like the wild west of social media, but as you can see, there are some clear guidelines for brands that emerge from its culture. To recap the essentials: embrace creators and micro-influencers, diversify your content, hop on trends, maintain a steady flow of posts, optimize for search, be authentic (not salesy), and actively engage with your audience. These TikTok brand guidelines boil down to one thing – be a valuable member of the TikTok community, not just a marketer.

If you follow these dos and don’ts, you’ll be well on your way to TikTok success. Even better, you’ll have fun with it! Many brands find TikTok refreshingly creative compared to other platforms. It allows you to experiment and show a lighter side while driving real business results. From influencer marketing campaigns that flood your site with traffic, to viral moments that put your product on backorder, TikTok can deliver – but you have to play by its rules and ethos.

So dive in and start creating. Whether you’re an indie Amazon seller or a global brand, TikTok offers a level playing field where content creators, micro-influencers, and engaged communities can propel a business forward. And if you need a little boost connecting with those creators or formulating your strategy, don’t hesitate to leverage resources (for instance, tapping a platform like Stack Influence to coordinate influencer-driven TikTok campaigns).

Now it’s your turn to put these tips into practice. Stay authentic, keep experimenting, and most importantly – enjoy the process. TikTok is a place where brands can build culture, not just ads. With these guidelines in mind, you’re ready to make a splash on TikTok. Good luck, and we can’t wait to see your brand’s hashtag challenges and viral videos on our FYP soon!