Advertising on TikTok

This article was originally published in 2021 and reflects TikTok’s rapid growth and advertising environment at that time.

TikTok grew from a niche entertainment app into a major social platform at remarkable speed. Its appeal came from short-form creativity, immediate entertainment and a discovery-driven feed that exposed users to content from accounts they did not already follow.

Why TikTok Was Different for Advertisers

Unlike platforms built primarily around existing social connections, TikTok’s recommendation system made discovery central to the experience. That gave brands the opportunity to reach new audiences without relying entirely on a large established follower base.

The challenge was that traditional social ads often felt out of place. TikTok’s own guidance—“Don’t make ads, make TikToks”—captured the central lesson: creative needed to feel native to the platform.

Native Creative Mattered More Than Reused Ads

Brands that simply repurposed the same creative across every social platform risked looking intrusive. Stronger TikTok content reflected the pacing, humor, editing style and participation culture users expected.

• Design for the feed: vertical, fast-moving creative works better than material built for another channel.
• Use platform conventions: trends, sounds, challenges and creator-style storytelling can help content feel native.
• Lead quickly: the opening seconds need to earn attention before users swipe away.
• Keep the brand idea intact: native execution should still support clear positioning and business goals.

Chipotle and ESPN Showed Two Different Approaches

At the time, Chipotle used trends, humor, contests and participatory content to build a large TikTok following. The material felt consistent with what users expected to see in the feed rather than like a television commercial moved onto a phone.

ESPN took a different path, adapting sports highlights, player moments, concise news and challenges to TikTok’s format. In both cases, the common denominator was adaptation to the platform rather than simple duplication.

What Brands Could Learn From TikTok’s Rise

The durable lesson is broader than TikTok itself. New platforms can become important quickly, but brands should not chase them simply because they are popular. The right decision depends on whether the target audience is present, whether the format fits the brand and whether the channel can contribute to a larger customer journey.

That same principle applies to social media advertising strategy more generally. San Jose Consulting’s Consumer Insights and Communications work helps identify where audiences are actually spending time, while Convergent Marketing Solutions helps ensure the platform supports the broader brand strategy.

Key Strategic Takeaways

• Discovery-driven platforms can give brands reach beyond their existing follower base.
• Creative should feel native to the platform while still supporting a clear brand idea.
• Trends and creator conventions are tools, not strategies; they work best when they serve an audience or business objective.
• New-platform investment should follow audience behavior and brand fit rather than hype alone.

Frequently Asked Questions

Does every brand need to advertise on TikTok?

No. The right question is whether the target audience is active there, whether the brand can create credible native content and whether TikTok supports the larger customer journey. Presence without strategic fit can waste both budget and creative resources.

Should TikTok creative look polished or informal?

The answer depends on the brand, but creative usually performs better when it respects the platform’s fast, participatory and creator-led experience. High production value can still work if the content does not feel disconnected from how users consume the feed.

How should brands evaluate an emerging social platform?

Evaluate audience fit, content requirements, competitive activity, measurement options and the likely role of the platform in awareness, consideration or conversion. Business Case Development can help determine whether a new channel deserves meaningful investment.