TikTok has truly taken the world by storm in recent years. And it's not surprising at all! It’s the place where entertainment and creativity reign supreme.
However, for brands, such a rapid pace of consumption poses a significant challenge. Users simply scroll through content with lightning speed, spending a maximum of a couple of seconds on each video. With such a short attention span from consumers, brands only have a moment to captivate viewers. And quite often, they fail.
The challenge here isn’t just creating fun content. It’s creating content that stands out in this crowded, fast-moving feed overflowing with information. And because TikTok will reward content that is engaging, authentic, and visually appealing, brands must work harder to break through the noise and capture the attention within those precious few seconds.
So, if users are scrolling past your brand, it’s time to act. With the expert help of a TikTok agency, we’re diving into the top reasons why your content isn’t succeeding and, more importantly, how to fix it.
Reason #1: misunderstanding the algorithm
You may be struggling on TikTok because you don't understand how it works. Traditional social media platforms will prioritise content from people you follow, but TikTok's For You Page (FYP) is driven by content performance, not just social connection. The algorithm will consider how users interact with the videos, whether they comment, share, save, etc., and how much time they spend on it and even if they re-watch it. What this means is that even accounts with a small following can have the potential to go viral. If the content is right.
To overcome this challenge, we suggest you optimise your content for visibility. Select relevant hashtags and trending sounds, and take into account current challenges. Use your captions strategically as well. You need to hook viewers in and spark engagement. And don't underestimate the power of a strong visual narrative in the first 1-2 seconds! The algorithm is highly responsive to user interaction, so don't be afraid to encourage comments and shares.
Then comes consistency. You need to post regularly to help the algorithm learn what kind of content you produce and who engages with it and to land on more of the FYP pages. There are also some quite handy built-in tools you can use on TikTok, so make sure you check them out! It's important to feel native to the platform to improve your chances of being discovered.
Make sure you blend a strategy that prioritises the algorithm and its audience, and you will be a brand that wins at TikTok.
Reason #2: ignoring trends and challenges
The power of trends and challenges shouldn’t be underestimated. TikTok is a trend-driven platform. Be it songs, sounds, dances, memes, or formats, they all appear and go very quickly. Being able to jump on the right one at the right time can catapult your brand into thousands of FYPs. It's a massive opportunity to gain visibility, engagement, and cultural relevance.
The psychological effect of jumping on trends? Users see your brand as current and relatable. And that's what will bring them back to you! It creates a sense of familiarity and relevance. Organic engagement is also a positive that may likely follow from it. Think of trends as TikTok's shared language. Speaking it shows that you understand and truly belong to the culture.
However, that being said, don’t just jump on every trend you see. That can backfire. The key is balance and knowing how to align your brand's voice and values with the trends. If you can adapt your content to a trend in a way that feels authentic and natural, excellent - go for it! If not, it's better to skip it and wait for one that fits.
Reason #3: failing to connect with your audience's interests
Once you've conquered the trends, it's time to turn to the other significant factor in TikTok's culture – the people. One of the biggest reasons users scroll past your content is that it simply doesn't speak to them.
TikTok's audience is incredibly diverse, spanning ages, cultures, and subcultures, each with its own humour, interests and content preferences. So, if your branded content doesn't align with what your target audience cares about, they'll move on to someone else within seconds.
But how do you create content that resonates? Well, understand what drives your audience, what makes them laugh and what sparks an emotional response. Then, use these insights to create a human connection. That’s where brand loyalty will start to grow as well. Not from hard selling but from content that makes people feel something.
TikTok also gives you the tools to listen and learn. Simply dive in and explore TikTok Analytics to see which content performs best, which demographics engage the most, and which topics get the biggest response.
All you have to do is listen, test, and adapt. Show your audience you understand them, and they'll reward you with their attention and loyalty.
Reason #4: not encouraging interactions
TikTok isn't a platform for passive viewing. It thrives on interactions. So, when your content gets people involved, TikTok will prioritise it. But if it doesn't incite viewers to take action, then you're missing a key part of how content gains traction on the platform.
But what does it mean to drive action? It can be anything. Ask your viewers a question, start a challenge, prompt them to share their own experiences or invite them to duet your video. A simple 'Which one is your fave?’ or 'Tag someone who needs to see this’ can do the trick! The more you can make your target audience feel like part of the content, the more likely they are to engage. And once they do, the algorithm takes notice.
Another powerful way to go is user-generated content (UGC). Brands like Chipotle, Fenty Beauty and Gymshart have all seen massive success because of fans creating content around their product. UGS's true magic is building a community and trust, showing that real people love you.
Bottomline: how to make TikTok users stay
You want users to stop scrolling and watch your content, right? Then give them a reason to pause. Grab the attention fast. Forget long intros and soft openings. Instead, lead with a bold hook in the first second or two. Add a pinch of storytelling, humour, or behind-the-scenes moments, and you'll be bound to keep them watching.
Here are some steps you can follow:
- Start with a strong, visual, dramatic moment.
- Use on-screen text to preview what's coming.
- Use humour, relatability and storytelling to build a connection.
- Keep the energy high! TikTok's pace is quick, and your content should match it.
TikTok users love authenticity, so take this chance to show the human side of your business. Speak in the first person, show your team, and tell the real stories about your brand. You’re not just a logo. You have a personality and presence. Reveal them!
And don't be afraid to experiment and make mistakes. Remember that scroll-stopping content isn't about perfection but about connection.
Be bold. Be real. And watch how people stay.
Copyright 2025. Featured post made possible by Tom Welbourne of The Good Marketer, a marketing agency in London which drives more traffic, generates conversions and increases sales for small- to medium-sized businesses.