Why is TikTok a key channel for brands?
👉 Also read: Why Building a Consistent Brand Universe Has Become Essential
TikTok has seen phenomenal growth in recent years, becoming one of the most influential social platforms in the world. With more than 1 billion active users worldwide, TikTok is a genuine playground for brands wanting to reach a wide audience. TikTok stands out from other social networks thanks to its short video format, its high-performing algorithm and its ability to make videos go viral, even ones that are simple but creative. What makes TikTok special is its ability to serve personalised content to each user through a powerful algorithm based on engagement. So to engage a community on TikTok successfully, you need a strategy that is dynamic, authentic and creative. According to Comarketing-News (September 2025), 27.8 million people log in every month in France, its biggest market in Europe.
How do you engage your community on TikTok?
1. Create authentic, creative videos
TikTok users are above all looking for authentic and entertaining content. To capture their attention, it's important to adopt a playful tone and make the most of the creativity the video format allows. Challenges, trends and visual effects are elements that can strongly boost engagement. A report by TikTok and CreatorIQ, relayed by Marketing Brew, shows that having the creator, or anyone else, appear in the first few seconds increases the hook's pulling power by 50%.
2. Take part in trends and challenges
TikTok is a true trend laboratory where new viral challenges emerge every day. Taking part in these trends not only puts you in tune with the times, it also lets you join a conversation that is already popular. By including popular hashtags and following the latest fashions, you can reach a much wider audience.
3. Be regular and consistent
Posting frequency plays a key role on TikTok. Posting regularly lets you maintain your visibility and keep your community engaged. That doesn't mean posting just anything, though! Consistency in your content is essential. Your videos should reflect your brand's identity and be aligned with your values and your goals.
4. Use relevant hashtags
Hashtags are a very effective way to increase the reach of your videos on TikTok. It's crucial to use popular hashtags, but also to create a unique hashtag for your brand or a specific campaign. This not only increases your visibility, it also connects your videos to niche communities.
5. Encourage interaction and participation
TikTok is an interactive platform by nature. Encourage your followers to comment on, like and share your videos. You can also launch challenges or invite your followers to respond to your videos. The more you interact, the more connected your community will feel to your brand.
6. Collaborate with content creators (influencers)
Working with influencers on TikTok can considerably extend your reach. Choose creators who fit your brand image and who have a loyal community. This can be an effective way to give your visibility a boost and bring an authentic dimension to your content. These collaborations are monitored: in the ARPP's Observatoire de l'Influence Responsable 2024, 38% of the influencer content analysed for 2023 came from TikTok.
Mistakes to avoid on TikTok
1. Being too promotional
One of the most common mistakes on TikTok is making videos that focus too much on direct promotion. TikTok is an entertainment platform, and users are drawn to fun, creative and inspiring content. Too much commercial content risks disconnecting your community.
2. Ignoring the TikTok algorithm
TikTok favours videos that generate engagement (likes, comments, shares, etc.). If you don't follow best practices for encouraging interaction, you risk losing visibility. It is therefore essential to understand the TikTok algorithm and to create videos that prompt users to interact.
3. Not replying to comments
One of the advantages of TikTok is the chance to build a close relationship with your followers. Ignoring comments and direct messages is a mistake. Take the time to reply and to show that you care about your community.
Conclusion
TikTok represents a unique opportunity for brands to connect with a young, engaged audience. But to succeed in building and maintaining a loyal community, it's essential to take an approach that is creative, authentic and consistent. By following best practices and staying proactive in your engagement, you can not only increase your brand's visibility, but also develop a genuine relationship of trust with your followers.
📱 Want to accelerate your TikTok strategy and maximise your community's engagement? Esekai supports you in creating creative content and in managing your community on this fast-growing platform.