The days when TikTok was just a platform for dance videos and lip-syncing are long gone. Today, it has developed into a serious communication medium. Major brands and companies are increasingly using the app strategically to showcase their values, share innovations and connect with younger audiences on an emotional level. Successful corporate storytelling on TikTok requires creativity, knowledge of how the platform works, and an authentic presence.

Everyone responsible should now understand that the app has become the digital culture’s pacemaker. Trends often start here and only later reach Instagram or LinkedIn. This provides businesses with the chance to tackle issues early on, participate in equitable discussions, and merge employer branding with individuality. In sectors deemed ‘hard to access’, such as B2B, tech, and manufacturing, TikTok can be particularly useful for turning intricate material into captivating narratives. But how can you effectively communicate on TikTok, and what are the specific dos and don’ts for a successful strategy?

Dos: How to succeed at corporate storytelling on TikTok

– Authenticity comes first – no advertising facade: Corporate content performs well when it doesn’t feel like advertising. Honest insights into the everyday working lives of employees create closeness and trust.

– Trends as context, not as costume: Trendy sounds or challenges are tools, not mandatory requirements. The most successful brands pick up on a trend and interpret it from their own relevant perspective. For example, they might focus on topics such as innovation, sustainability or team culture.

– Story first, format second: Every video needs a clear narrative structure. Start with an exciting hook, then introduce the problem, the turning point, and finally the solution. You can even create a memorable story in 30 seconds.

– Have the courage to take a stand: TikTok users appreciate brands that take a stand, whether on social issues, diversity or sustainability. Credibility is created when this stance is also visible on other channels.

– Actively engage the community: Comments are not a sideshow. Responding to comments, creating stitches or duets extends the content, strengthens engagement and promotes organic growth.

Don’ts: What companies should avoid

– Meaningless trend hopping: Jumping on every hype bandwagon makes you seem interchangeable. Relevance is created when the trend aligns with the brand’s message, not the other way around.

– Over-staging: Perfect studio productions often lose out to authentic mobile phone videos on TikTok. Too much corporate aesthetic creates distance.

– Monologue instead of dialogue: Companies that treat TikTok like a mini advertising channel miss the core of the network, which is interaction. Listening and responding are part of the process.

– Lack of strategy: Without clear goals, such as raising awareness, recruiting or establishing thought leadership, TikTok remains an interesting experiment but an ineffective tool. Success requires editorial direction and measurable KPIs.

Conclusion: Relevance comes from resonance

On TikTok, corporate storytelling involves translating corporate values into everyday stories. Those who are ready to communicate in a confident, friendly and open way can use the platform to attract new customers and show that the brand is part of digital culture.

Find out how your company can get started with corporate storytelling on TikTok, from analysing trends to devising a successful content strategy. Write to us at vibes@hbi.de, we’ll be happy to help!

About the author

Jasmin Sobhanian

Junior Marketing Consultant at HBI Communication Helga Bailey GmbH

Jasmin Sobhanian has been part of HBI’s marketing team since 2023. As Junior Marketing Consultant, her responsibilities include the development of marketing campaigns, social media management, and the creation of specialized articles.

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