Beth is a social and influencer strategist with over a decade of experience leading content, social and influencer for some of the most well-known brands, including TikTok and Deliveroo. She’s the co-founder of Slice, a social media consultancy.

Discover how to grow your brand on TikTok without chasing trends. Beth shares proven organic and search-driven strategies for lasting success.

Dive in:

[06:13] Strategic Content Planning for TikTok

[08:36] TikTok's Personalized Content Strategy

[13:23] Integrating Teams for Cross-Platform Success

[16:40] TikTok Content Indexing Tips

[19:15] TikTok Trends: Fleeting Brand Impact

[24:12] Influencer Collaboration Strategy Considerations

[26:43] Optimizing TikTok Collaboration Strategy

[29:12] Insider Tips from Beth!

Start with Strategy, Not Tactics

Before jumping onto TikTok or any social platform, Beth stresses the importance of having a clear social strategy. Instead of just following the latest trends or joining because “everyone else is there,” brands should first determine their goals—whether it’s increasing sales, building awareness, or changing brand perception. By understanding what you want social to do for your brand, you can decide if TikTok is the right platform for you and make more focused decisions about your content and resources.

Focus and Consistency Matter More Than Doing Everything

With TikTok offering a wealth of features and content possibilities, it’s easy for brands—especially those with small teams—to get overwhelmed. Beth’s advice: don’t get distracted by all the options. Instead, honestly assess your resources and pick one or two tactics you can commit to. Then, go all in. Consistency is the key to lasting success on social platforms. Doing a few things very well, over time, is more effective than trying to do everything poorly or sporadically.

Leverage the Power of Social Search and Collaboration

TikTok isn’t just a ‘trending’ platform—it’s quickly becoming a powerful search engine, especially for younger audiences. Beth encourages brands to think about how their content can be discovered over time, not just through the For You Page (FYP), but also via search. Integrate SEO strategies by collaborating with your SEO team and using tools like TikTok’s Creator Search Insights. Also, don’t feel you must create everything yourself; leveraging partnerships with creators and using user-generated content can increase reach and authenticity. Remember to target both niche and broader audiences to expand your impact.

Takeaways:

Drowning in to-do’s for TikTok? Beth says: pick ONE or TWO content ideas and go all in. You don’t need to do everything—just do what you can consistently and well for truly organic growth.
The real 'targeting' on TikTok is your content. Focus on what your audience actually wants to see, not just what your brand wants to say. It’s the best way to land in their For You Page.
Jumping on the latest viral trend? Beth’s advice: pause and ask "why?" Views don’t always equal brand impact. Making memorable, episodic content might serve you better in the long run.
Want your TikTok videos to show up in searches? Optimize what you say in your videos, the captions, and even the on-screen text. Social search is growing—time for brands to get strategic.
Creators aren’t just for big launches. Work with smaller creators, try different content types, and think about boosting their posts instead of just your own. Collaboration beats chasing every trend.

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TikTok: Organic Strategies That Maximize...