7 Ways To Maintain Brand Consistency As TikTok Evolves

TikTok is one of the biggest social media sensations in the world. When it started as Musical.ly in 2014, the app focused solely on lip-sync videos. This simple concept quickly attracted users, and the app’s popularity led to the merging of Musical.ly with TikTok in 2016.

At this point in TikTok’s history, its algorithm was introduced. The algorithm worked hard to show TikTok users the content they wanted to see. This content presentation was based on users’ prior interaction with the app (much the same as it works today).

Between 2018 and 2019, the app exploded worldwide, and its number of followers grew fast. Despite rising concerns over data security and privacy, TikTok continued to evolve far beyond its initial lip-sync fame.

Today, global brands use TikTok to reach their target audiences. Plus, the platform offers a money-making base for influencers and content creators. That said, TikTok is far from being a static social network. The app continuously evolves to become a bigger and better platform for its users.

If you have been using TikTok for a while, you will know how important it is to maintain brand consistency throughout all the platform’s changes.

The following strategies will help you achieve this important goal in 2024 and beyond.

1. Establishing and Showcasing Your Brand Identity

If it were not for different brand identities, consumers would find it difficult to differentiate between brands. After all, there is a reason you would choose Burger King over McDonald’s or KFC over Taco Bell. It is not just food preference; subconsciously, you decide which restaurant to support based on how the brand presents itself.

The same goes for TikTok users and your brand. You must define your brand identity so your followers can easily recognize your content on the platform. Your brand identity must showcase your business’ core values and message.

When you know what you want the brand to say and mean, you can create content that aligns with its image. The easiest way to establish a brand image is to picture your business as a person. For instance, if you run a spa or beauty business, you would imagine it as someone calm and relaxed. If you run a history channel, your business persona could be knowledgeable but humorous.

Imagining your business as a person will help you give your content a tone and style that will keep it recognizable no matter how much TikTok evolves.

Moreover, when you ensure that you create content for your specific target audience, you can stay true to your brand identity while drawing more followers.

2. Use Trends the Right Way

There is a new trend on TikTok almost every day. This is good because you can use them to promote your brand.

However, before you use a new trend, ask yourself if and why it is appropriate for your brand. Determine whether the trend combined with your content will speak to your audience. Establish whether using the trend will highlight your product or service’s features in any way.

If you use a specific trend, put your brand’s spin on it. Use your brand identity to create a new version of the trend while still resonating with your audience.

3. Consistency Through Change

It is crucial to keep your content consistent throughout all the changes on the TikTok platform. Even when experts say that specific colors, shapes, transitions, and captions are all the rage, you must use these changes to complement consistent content, instead of creating new visuals all the time.

Instead, keep your video visuals in your signature brand style. Yes, you can add a trending color or two in the CTA or heading, but overall, you should stick to your brand’s color palettes.

Moreover, TikTok will never change so much that users will look past non-valuable content. Everything you post on the app must not only entertain effortlessly but bring value to your audience. This means you must put thought into creating informative, educational content related to your brand.

4. User-Generated Content Helps Maintain Brand Consistency

Your audience can also help you maintain brand consistency with user-generated content (UGC). You can create specific hashtag challenges that encourage this type of content, building your brand image at the same time.

You must also do your part to help with brand recognition and consistency. Engage with your followers every time they respond to or comment on your videos. Showing your audience that you value their feedback on your content will help steady your brand on TikTok no matter how much the platform evolves.

5. Consider Investing in Influencer Marketing

You do not always have to do the hard work of maintaining brand consistency on your own. Investing in a partnership with an influencer can take some pressure off and yield surprising results.

For example, if you partner with a micro-influencer, you have a cost-effective but efficient way to reach a larger audience. Furthermore, a respected influencer will help you build trust with your followers. This is a key element of brand consistency.

Investing in long-term influencer relationships is also important so your brand stays visible on TikTok as it evolves.

6. Be Ready to Adapt When Necessary

Unfortunately, your TikTok content is not guaranteed to continue performing well. But, using TikTok’s analytics tools, you can turn things around when they go south. Track different content metrics like completion rates, comments, and views. This data will show you where you are succeeding or failing with content creation.

It will also indicate whether you need to overhaul your TikTok strategy completely. Overall, analytics help you decide where to double down and where to make changes.

7. Tell Incredible Stories

If you want your TikTok videos to stick with viewers for a long time, you must use them to tell stories. Focus on evoking emotions in your target audience. This lets you show off your brand’s human side and connect with your followers.

Build an Undeniable Brand Presence on TikTok

By following the strategies in this article, you can continue to shape your brand presence on TikTok. By establishing a consistent brand presence, you can ensure that your content continues to connect with your target audience.