8 Ways to Create and Build Sustainable Growth on TikTok

Using TikTok to Build Sustainable Growth

TikTok continues to be a social platform to be reckoned with whether you’re a teenager, influencer or part of a niche audience. While the app is still dominated by Gen Z, its reach has expanded to include Millennials and even Gen X users thanks to a wide variety of content. From viral dances and trending audio to educational content and product reviews, TikTok has become fertile ground for businesses looking to build awareness, grow their email lists and drive traffic to their sites. But it’s more than just an app for viral videos. With the right approach, TikTok can help you build lasting, sustainable growth.

Understand How TikTok Works

Before jumping into content creation or paid campaigns, you need to understand how TikTok works. The app is built around a discovery-first algorithm. Users don’t just follow accounts; they find content through TikTok’s “For You” page, which curates videos based on interests, interactions and watch time. Unlike other platforms that prioritize follower count, TikTok gives even new creators a shot at organic reach.

If you’re serious about growing your business on TikTok, take the time to learn how the algorithm works. Study patterns in what goes viral, explore your niche’s top-performing content, and stay up to date with the latest platform features like TikTok Shop or the Creative Center’s trend insights. Investing time upfront to understand the platform can save you money and increase your chances of success in the long run.

Be Authentic & Identify Your Audience

TikTok rewards authenticity. It’s easy to get tempted by trends or force your brand into viral moments, but users can spot inauthentic content fast. Instead, lean into your brand’s actual voice, tone, and personality. There’s room for every kind of content on TikTok. From skincare tips and marketing advice to day-in-the-life vlogs and product demos. If you can clearly communicate what your brand is about in a way that feels natural and human, you’ll start building trust.

Once you’ve identified your niche, study your audience. What kinds of content do they engage with? What questions are they asking? Speak directly to their needs, frustrations, and interests. If you keep showing up in an authentic way, you’ll stand out in a sea of try-hard content.

Write Out a Content Strategy

Even with a platform that thrives on spontaneity, your content still needs a strategy. Trends matter, but chasing every one isn’t sustainable or effective. Instead, start by figuring out what types of content your brand can consistently create. Maybe that’s behind-the-scenes clips, customer stories, tips and hacks or reaction videos.

Balance trend-driven content with original ideas. Keep a running list of themes or content series you can repeat, and define a posting cadence you can maintain. Posting 2–4 times per week is a good starting point for most brands, allowing you to stay consistent without burning out.

Don’t forget to batch-produce when possible, and repurpose what works. A 60-second TikTok can become an Instagram Reel or YouTube Short just tailor the caption and format for each platform.

Don’t Just Monitor, Engage With Your Followers

Growth on TikTok doesn’t stop once you post. In fact, one of the most underrated strategies for growing your audience is community engagement. Reply to comments. Ask questions. Stitch or duet user content. Go live and talk to your followers directly. The more human your brand feels, the more likely people are to connect with you.

While Gen Z remains the most active demographic, the app’s user base is becoming more diverse. What they all share is a desire for content that feels real. Brands that engage, rather than broadcast, tend to build stronger communities and see better long-term results.

Never Forget the Hashtags

Hashtags on TikTok serve a slightly different function than on other platforms. While they can help with discoverability, they also signal what kind of content you’re creating and who it’s for. Use a mix of trending hashtags, niche-specific tags, and branded ones.

TikTok’s Creative Center and in-app search bar can help you identify trending hashtags. And don’t just copy/paste the most popular ones. Use tags that actually relate to your content and audience. For example, if you’re a skincare brand, #skincareroutine or #dewyskin might get you in front of the right viewers faster than something like #foryoupage.

Keep a list of go-to hashtags relevant to your business, but tweak them based on the focus of each video. That extra effort helps you reach the people most likely to care.

Read Your Analytics

TikTok’s built-in analytics tools are a goldmine of insight, as long as you know where to look. Once you switch to a Business Account (which is free), you’ll get access to metrics like:

 

Follower growth

 

Video views and average watch time

 

Audience location and activity times

 

Trending songs among your followers

 

These insights can tell you what’s working and what’s not. Pay particular attention to retention rates: are people watching your content all the way through? If not, test shorter videos or stronger hooks at the beginning.

TikTok also recently rolled out features like A/B testing and suggested posting times for business accounts, making it easier than ever to optimize your content.

Take Advantage of Your Bio

You only get a few characters in your TikTok bio, so make them count. Use this space to drop a clear call to action and drive people to your link. Whether it’s a landing page, product page, newsletter sign-up or Linktree, make sure your link connects directly to what your content is promoting.

As of 2024, TikTok also allows brands to connect their Instagram and YouTube accounts right in the profile. Use these tools to cross-promote and build a wider digital presence.

Find What’s Trending on the Platform

Trends fuel TikTok, but it’s not just about copying what’s hot. Instead, use trends as a jumping-off point to put your own spin on what’s popular. The app’s “Trending” tab and TikTok Creative Center both offer real-time insights on what’s blowing up.

You can also monitor competitors and creators in your niche to see what’s working. Pay attention to the music, formats, transitions, and captions they’re using. Then, figure out how your brand can join the conversation in a way that feels authentic and relevant.

Now It’s Your Turn

TikTok isn’t just a playground for influencers. It’s a growing platform where businesses of all sizes can connect with highly engaged audiences. With the right strategy, a little creativity, and a commitment to showing up authentically, you can turn TikTok into a meaningful engine for growth.