9 Costly TikTok Mistakes Marketers Need to Stop Making ASAP

Are you finally taking the TikTok plunge for your brand? With over 1 billion monthly active users, TikTok has become a social media powerhouse that businesses can‘t afford to ignore. But here‘s the thing – TikTok isn‘t like other platforms. It has its own unique culture, trends, and user behaviors that brands need to understand to succeed.

To help you navigate this exciting but tricky app, we‘ve compiled the top 9 mistakes marketers make on TikTok and how to avoid them. Steer clear of these pitfalls and you‘ll be well on your way to TikTok success!

Mistake #1: Ignoring TikTok Trends 🚫

One of the biggest mistakes brands make on TikTok is ignoring the app‘s fast-moving trends. Unlike other social platforms, TikTok revolves around viral challenges, sound snippets, hashtags, and video formats that can take over users‘ feeds seemingly overnight.

Trying to force your usual content strategy onto TikTok without participating in these trends is a recipe for low views and engagement. TikTok‘s culture is all about remixing and iterating on what‘s currently popular.

Check out how Chipotle successfully leveraged the viral "Flip the Switch" challenge started by influencers:

[Embed Chipotle Flip the Switch TikTok: https://www.tiktok.com/@chipotle/video/6910435773998149893]

The key is finding a balance between hopping on relevant trends and maintaining your unique brand voice. You don‘t need to participate in every single hashtag challenge, but strategically joining trends that align with your brand can exponentially increase your reach and resonance with TikTok‘s audience.

Mistake #2: Posting Without Watching 📵

If you‘re only using TikTok as a content distribution channel and not actually consuming content on the app, you‘re making a huge mistake. Immersing yourself in TikTok‘s world by regularly watching other videos is crucial for several reasons:

1. Learning what works: Watching TikToks gives you invaluable insights into the content formats, topics, sounds, and hashtags that are capturing users‘ attention. You can apply what you learn to optimize your own content.

2. Identifying trends: Watching TikTok content helps you spot rising trends in real-time so you can quickly hop on them before they become oversaturated.

3. Understanding the algorithm: TikTok‘s algorithm is largely based on user behavior signals. The more you watch and interact with content similar to your niche, the more likely your own content will get shown to the right audience.

Spend at least 15-20 minutes per day scrolling TikTok, watching videos from a variety of accounts in your industry and adjacent niches. Note what stands out and consider how you could apply those elements in your content strategy.

Mistake #3: Burying the Hook ⏰

Attention spans are short on TikTok. How short? Nearly 50% of users say they skip videos within the first 5 seconds if it doesn‘t capture their interest (source).

Unlike long-form platforms, TikTok doesn‘t give you much time to "warm up" your audience. You need to grab attention immediately with a strong, clear hook.

Common effective TikTok hooks include:

• Asking an intriguing question
• Stating a shocking fact or statistic
• Teasing the video‘s key message
• Eliciting an emotional response
• Leading with your most compelling footage

@GymShark does a great job hooking viewers with punchy, to-the-point openings in their TikToks:

[Embed Gymshark TikTok: https://www.tiktok.com/@gymshark/video/7046783189822909701]

Once you‘ve hooked viewers, keep them engaged by maintaining a fast pace throughout your video. Avoid long static shots and verbose explanations. Utilize storytelling techniques like open loops to create suspense, and consider adding pattern interrupts like text pop-ups or sound effects to re-capture attention.

Mistake #4: Posting Landscape Video 🙅‍♀️

This may seem obvious, but I still see far too many brands posting landscape videos on TikTok. Unlike YouTube, TikTok is a vertical-first platform. The app‘s interface is designed for full-screen, 9:16 aspect ratio videos.

Uploading landscape videos not only makes your content look unprofessional and out of place on TikTok, it also tanks your performance metrics. Landscape videos take up less screen space, are harder to view, and are much more likely to be quickly scrolled past.

In fact, TikTok videos shot in a vertical aspect ratio have a 13.85% higher watch rate compared to square or horizontal videos (source).

To maximize views and engagement on TikTok, always record and edit your footage vertically with a 9:16 aspect ratio. Use TikTok‘s built-in camera if possible, but if you‘re using an external camera make sure it‘s set up to shoot vertically. You can also use editing apps like InShot to resize horizontal footage into a vertical frame.

Mistake #5: Neglecting the Comments 🗨️

TikTok‘s emphasis on short-form video leaves fewer opportunities to directly engage with your audience. That makes the comments section incredibly valuable for connecting with viewers and building community.

When you ignore comments on your videos, you miss out on key opportunities to:

• Gather valuable feedback and ideas from your target audience
• Show that there are real people behind your brand
• Encourage viewers to engage more with your content
• Deepen relationships with customers and fans

Plus, TikTok‘s algorithm considers comment volume and likes when ranking videos in users‘ feeds. More comments can lead to more exposure.

Make a habit of regularly reading and responding to comments on your TikToks. Set aside 15 minutes per day to reply to as many as you can – not just the positive ones. Answer questions, ask for feedback, crack jokes, and show your brand‘s human side.

@NBA replying to comments on their TikToks [Embed: https://www.tiktok.com/@nba/video/7048119271801925934]

Also focus on encouraging comments with strong calls-to-action. Ask viewers for their thoughts, opinions, and experiences related to your video‘s topic. Tell viewers to tag their friends. Use pinned comments to pose discussion questions.

Mistake #6: Choosing a Business Account Too Soon 💼

Unlike other social platforms, TikTok business accounts have some significant limitations that can hinder your organic growth – especially as a small brand.

The biggest drawback is music licensing restrictions. Many popular songs and sound clips are unavailable for business accounts to use in their videos due to copyright issues. On TikTok, music and trends are everything. Being unable to participate in the hottest trends can make it extremely difficult to gain traction.

Other missing features in TikTok business accounts include:

• The ability to use certain branded hashtags
• Q&A and polling stickers
• Profile link stickers in videos

If you‘re a small or midsize brand, consider using a personal TikTok account first. Experiment with different topics, formats, and trends to find what resonates with your target audience.

Once you have some initial traction and a good grasp on your content strategy, then you can look into switching to a business account to access features like ads and advanced analytics. Just be prepared to get more creative with your music choices and focus heavily on sharing your own original sounds.

Mistake #7: Publishing Inaccessible Content 🚫

Inclusivity isn‘t just a nice-to-have in your TikTok marketing – it‘s a must-have. Many brands unintentionally exclude certain audience segments by publishing inaccessible content.

The most common accessibility issue on TikTok is lack of captions. An estimated 466 million people worldwide have disabling hearing loss (source). Videos without captions are impossible for these users to fully enjoy.

Plus, a huge number of users simply prefer to watch videos without sound when they‘re in public or multitasking. In fact, 69% of U.S. consumers view videos with the sound off in public places and 25% watch with the sound off in private places (source).

To make your TikTok content accessible to the widest audience:

• Add captions to every video, either manually or with TikTok‘s auto-caption feature. Double-check auto captions for accuracy.
• Avoid flashing lights, contrasting colors, and high-tempo visual effects that may trigger photosensitive epilepsy.
• Use text overlays and clear visuals to convey key messages in your video, in addition to audio.
• Provide visual cues for critical sound effects.
• Include descriptive captions on images and infographics.
• Add video descriptions to your posts so visually impaired users can understand the content.

@delaneysjourney Showing how to add captions on TikTok [Embed: https://www.tiktok.com/@_delaneysjourney_/video/7055411162473721093]

Mistake #8: Overpromoting, Underproviding 😑

If there‘s one thing TikTok users can‘t stand, it‘s inauthentic, overly promotional content. Social media is already saturated with brands screaming "buy my stuff!" TikTok is where people come to be entertained, educated, and inspired – not sold to.

A survey by Sprout Social found that 55% of consumers believe brands should focus more on their customers‘ needs than on their products or services (source).

The biggest mistake marketers make on TikTok is focusing too much on their offerings and not enough on providing genuine value to their audience. Hard selling has no place here.

Instead, aim for an 80/20 ratio of entertaining or educational content vs. promotional content. For every "buy now" video, you should post 4 TikToks that tell a story, share helpful tips, showcase your brand personality, or tap into a relatable emotion or experience.

Check out how @Ryanair uses humor and memes to entertain on TikTok while only occasionally mentioning their services:

[Embed Ryanair TikTok: https://www.tiktok.com/@ryanair/video/7020527543909223685]

Think about what your target audience genuinely cares about beyond your product. How can you bring them into your world in a way that feels authentic and human rather than sales-y? Focus on starting conversations and building connections. The ROI will follow.

Mistake #9: Following an Inconsistent Posting Schedule 🗓️

Finally, far too many brands make the mistake of only posting on TikTok sporadically. The TikTok algorithm favors accounts that publish new content on a regular, frequent basis.

Brands that post infrequently struggle to gain momentum and are more likely to be forgotten about by TikTok users.

Data shows that the optimal TikTok posting frequency is 1-3 times per day, with the most successful accounts posting up to 5 times per day (source).

Now, I‘m not saying you need to start churning out 5 TikToks per day if you‘re just starting out. Even posting just 3-5 times per week consistently performs better than a sporadic posting schedule.

Use a content calendar to plan your TikToks at least a week in advance. Schedule a dedicated time block for TikTok creation each week. Batch filming and editing as much as possible to maximize efficiency.

[Embed example TikTok content calendar template]

Track your TikTok publishing frequency along with your views and engagement rates over time. See if you notice an improvement in your metrics when you post more consistently. Adjust your schedule as needed to find the right frequency for your brand.

Go Forth & Conquer TikTok (the Right Way) 🚀

Now that you know the top mistakes to avoid on TikTok, you‘re well-equipped to make a splash on the platform. Remember, TikTok success doesn‘t happen overnight. It takes time, experimentation, and consistency to crack the code.

Keep watching and learning from other TikTokers in your niche. Stay on top of ever-changing trends while remaining true to your brand voice. Always prioritize providing value and entertainment to your audience.

Most importantly, have fun with it! Don‘t be afraid to show some personality and let your brand‘s human side shine. Users can tell when a brand is being inauthentic on TikTok.

Key TikTok Statistics & Takeaways

• Engaging hooks are essential: 63% of TikTok videos with the highest engagement had an average watch time of 100%^1^
• Vertical video is a must: TikToks shot vertically have a 13.85% higher watch rate than square or horizontal^2^
• Captions improve performance: Adding captions can boost impressions by 15-17%^3^
• Posting frequency matters: Aim for 1-3 TikToks per day for optimal results^4^

With these insights in mind, go forth and create some incredible, mistake-free TikToks! If you need more guidance, check out our other articles on TikTok best practices for brands and the TikTok algorithm explained.