Best TikTok Marketing Strategy in 2025 – How to Scale Your Brand

TikTok marketing has become one of the hottest topics in digital advertising. With the rapid rise of the platform and millions of daily active users, more and more brands want to leverage it to capture attention and drive sales.

But here’s the truth: many businesses still struggle. Even if they’re consistent with posting content, they don’t see real results because they lack a clear strategy.

In this article, I’ll share the best TikTok marketing strategy for 2025, including real examples from clients I’ve worked with. These strategies helped them scale fast and even double their revenue.

Step 1: Start With Research

I know you want to implement the “perfect” strategy right away, but without research, it’s impossible to create good content—let alone a full strategy.

The best place to begin is the TikTok Ads Library. Here’s how to use it:

• Analyze the top-performing videos in your niche.
• Study the hooks (the first 3–5 seconds) that capture attention.
• Look at what type of creators (influencers, UGC creators) dominate your space.
• Read the comments section—you’ll find gold there. People often reveal pain points, questions, and even video ideas you can use.

Another important signal: pay attention to saves. When users save a video, it means it offered value. Figure out what made it valuable, and apply that insight to your own content.

👉 Don’t stop at TikTok. Check Instagram Reels and YouTube Shorts too for inspiration.

Step 2: Build a Content Plan

Once your research is done, it’s time to design a content plan.

If you’re a brand (or even a personal brand), don’t limit yourself to just your own account. The beauty of TikTok is that you can collaborate with UGC creators and influencers who can extend your reach and drive sales.

A strong content plan should include:

• A list of UGC creators you want to work with.
• Video ideas & hooks that grab attention in the first few seconds.
• A mix of educational, entertaining, and problem-solving content.

Step 3: Create Briefs & Scripts

To make your content professional and consistent, prepare briefs and scripts—even if you’re a solo creator.

A good brief should include:

• The hook and main idea.
• The emotions you want to convey.
• Background, lighting, and tone suggestions.

If you’re working with a UGC creator, keep things authentic and ask for their feedback. If a video feels forced or pushy, it won’t connect with the audience. TikTok users can immediately spot when something is just an “ad.”

Step 4: Manage Your Ads

A proper TikTok strategy also includes ads—but the key is to avoid making them look like ads.

That’s why I recommend focusing more on Spark Ads, where you promote content from UGC creators or influencers instead of just your brand account. This approach makes your ads feel more authentic and relatable.

👉 If you want a deeper dive into this, I wrote a full article comparing Spark Ads vs. Non-Spark Ads that you can check out here.

Bonus Strategy Tips for 2025

These are some of the advanced tactics I’m using with clients this year:

• Storytelling sells. Almost 50% of my best-performing videos included real stories—either from the influencer’s life or the brand journey. Stories keep people watching.
• Reverse psychology hooks. Example: “Don’t buy this product if you want to feel confident.” These grab attention instantly.
• Don’t sell directly. I know it sounds strange, but trying too hard to sell upfront kills performance. Instead, solve a problem, explain a pain point, and connect emotionally. The sales will follow.
• Create trends & challenges. You don’t need to copy others—sometimes being unique and authentic pays off big. Duo collaborations, fun challenges, or new creative formats can go viral fast.

I hope this article gave you clarity on how to build a winning TikTok marketing strategy in 2025. Remember: it all starts with research, builds into a content plan, and is amplified through authentic UGC + ads.

If you’d like me to analyze your current TikTok strategy and give you personalized feedback, just send me an email at contact@alex-lupu.com.

Let’s scale your brand to the next level 🚀