TikTok’s Return on Influence Report reveals a powerful truth: successful marketing today demands creative investment. By prioritizing empathy and audience resonance in their creator collaborations, publishers can unlock unprecedented growth on the platform. Here, we distill the report learnings into actionable insights to give you the tools to optimize partnerships and build more impactful creative strategies for your brand.

Insight One: Use TikTok Desktop tools to maximize your creation potential

TikTok’s Advanced Desktop Tools provide the flexibility and efficiency publishers need to maintain a strong and consistent presence on the platform. By streamlining content management and simplifying the publishing process, these tools allow creative teams to focus on what truly matters—producing engaging content and driving business growth.

With TikTok’s desktop tools, you can schedule posts, upload videos up to 60 minutes long, manage interactions, batch-upload content, and easily repurpose longer videos into shorter clips. These features empower publishers to optimize workflows, enhance audience engagement, and scale content strategies effectively. To explore these capabilities in depth, visit the Publisher Insights Hub for expert guidance and best practices.

Insight Two: Strengthen Your Organic and Upper-Funnel Strategies on TikTok

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High-quality, organic content is key to building audience engagement, fostering brand affinity, and driving long-term success. By investing in compelling storytelling and creative experimentation, brands can establish an authentic presence that resonates with TikTok’s community.

A well-executed organic strategy includes consistent posting, audience interaction, and collaboration with creators who align with your brand’s vision. Encouraging user-generated content and tapping into TikTok trends can amplify your reach while maintaining authenticity. Creators play a vital role in shaping cultural conversations, and partnering with them in an organic way can lead to content that feels natural and drives deeper engagement.

By focusing on organic growth first, publishers can build credibility and nurture a loyal audience before exploring additional ways to scale. Prioritizing creativity, consistency, and community engagement will ensure that your brand remains relevant and impactful on TikTok.

Insight Three: Embrace experimentation and boost your posting cadence

To succeed on TikTok, brands must move beyond traditional advertising and create content that feels native to the platform. By embracing an entertainment-first approach, you can foster deeper engagement, spark conversations, and drive meaningful actions from your audience.

When brands craft TikTok-first content, 74% of viewers say it captures their attention1, leading to significant lifts in brand perception and engagement2. In fact, TikTok-first ads drive 3.3x more user actions—such as clicks, likes, and shares—compared to other platforms3. By experimenting with different formats, leveraging trends, and increasing your posting cadence, your brand can maximize visibility and impact.

Additionally, staying attuned to seasonal and cultural moments can further enhance your content strategy. Tapping into these key moments helps your brand remain relevant, timely, and top-of-mind for your audience.

Insight Four: Engage creators to diversify your content and reach new audiences

Keep your audience hooked! Introduce a range of diverse creators and fresh creative assets to drive engagement across the board. TikTok users crave constant novelty they’re always scrolling for something new—and research shows they will actively search for more information after watching creator content. So, be sure to partner with creators to produce engaging, educational videos to provide your audience with a continuous stream of high-quality, original content that keeps them coming back for more. This dynamic approach will spark creativity and build strong brand affinity.

87% of TikTok creators say TikTok consistently offers new and diverse content, which inspires them to produce original creative that meets audiences’ varied interests. Brands that capitalize on this attitude are given ample opportunity to appear in front of their target audiences4.

Remember, TikTok is a powerful ecosystem where collaboration between brands, viewers, and creators sparks creativity and learning. So don’t be afraid to experiment with these strategies to unlock the full potential of creative investment.