Launching on TikTok: Strategies, trends and tips for brands

Today on the podcast, hosts Shaheen Samavati and Kegan Gates chat with Paula Uccelli, VeraContent Project Manager, about what goes into launching a TikTok channel.

They talk about TikTok’s evolution, exploring what marketers should consider before starting out on the platform and sharing practical tips for achieving success. Paula shares how to incorporate trends effectively, the importance of localization and why having a locally based community manager is key. The conversation also covers common challenges marketers face on TikTok, along with lessons learned from VeraContent’s own journey on the platform.

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple or Spotify, and read a recap of the conversation below!

Episode highlights

03:21 The evolution of TikTok: How it became the platform it is today
06:49 Adapting content and strategy across different channels
08:26 Should every brand be on TikTok?
09:39 Key considerations before starting a TikTok channel
10:04 Essentials for building a TikTok content strategy
10:42 Resources needed for consistent content creation on TikTok
12:20 The importance of localization on the platform
17:23 Inside VeraContent’s TikTok strategy
21:35 Successful brands on TikTok: What they’re doing right
24:18 Tips for capturing viewers’ attention
29:42 Common challenges of launching a TikTok channel—and how to avoid them
40:05 Balancing trend responsiveness with your approval process
44:12 Staying on top of relevant TikTok trends

Paula’s tips for launching a TikTok channel

“Not all brands should be on TikTok. First, you should evaluate if it aligns with your tone of voice, brand purpose, and if your audience is even there. If your content isn’t relevant for that audience, it might be better to amplify on platforms where you’re already connecting.”
“One of the key things to keep in mind with TikTok is to find your original voice. Don’t just copy what’s working for other brands—get inspired, but adapt trends and content to something that truly speaks to your brand.”
“For brands considering localized strategies, having a local community manager who understands trends and can post from within that location is essential. TikTok’s algorithm picks up on where you’re posting from, so this can boost relevance and reach in that region.”
“TikTok advises posting twice a day, which is a lot. If that’s not feasible, at least aim for 8-12 videos a month. Consistency is key, but so is having the resources—whether it’s internal or through content creators.”
“Follow TikTok content creators who follow the trends all the time, as well as key brands. This way, you can do a quick scan and don’t have to spend five hours watching TikTok until the trend magically pops up.”

Resources mentioned

DTS Trends TikTok channel