In this 2024‑2025 marketing video, Alex Cattoni explains why TikTok has become an essential platform for personal brands and businesses and outlines a step‑by‑step strategy for growth in 2025. She opens with market data – TikTok generated $10 billion in consumer spending, hit 1 billion users in four years, and delivers the highest ROI among social channels. She acknowledges the ongoing US/Canada ban debate but argues that the platform’s commercial momentum makes it worth pursuing now. Alex then details two core advantages: TikTok Shopping (massive purchase intent) and the algorithm’s discovery‑focused “For You” feed, which lets brands reach new audiences quickly. The bulk of the video is a tactical playbook: create native TikTok content (authentic, less polished than Instagram), edit directly in‑app using built‑in effects, keep videos 21‑34 seconds with a strong hook in the first three seconds, follow a concise messaging checklist, use TikTok’s built‑in keyword/hashtag research tool, and post frequently (1‑4 times per day). She wraps up with a cultural tip – be playful, authentic, and showcase brand personality – because TikTok rewards fun, unpredictable content. Throughout, Alex shares personal anecdotes (her own 20k followers, Kenya Kelly’s 470k growth) and encourages viewers to start experimenting in 2025.
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Okay, I finally caved and I'm exploring this new marketing strategy in 2025. Well, new to me. Yes, I am talking about TikTok. Despite its height and popularity over the past several years, I have been really reluctant to jump on board. But I admit that is quickly changing. TikTok just became the first non game app to generate $10 billion in consumer spending in Apple and Google Play stores. So social media marketers report that TikToks have resulted in their highest ROI this year. It reached a record breaking 1 billion users in four years, a milestone that took eight years for both Facebook and Instagram. And with more generations joining Gen Z' ers on this app, it is becoming harder to ignore TikTok as a powerful tool for growing your personal brand or your business online. So if you're like me and you want to explore TikTok in 2025, keep watching because I'm going to reveal everything I found in my research. Hey, posse, what's up? It's Alex. A couple of years ago, I interviewed the amazing Kenya Kelly about using TikTok to grow your business. She was able to grow her followers to 470,000 in just one year. And what she said really blew my mind. It convinced me that I needed to start showing up on TikTok. But, well, life happened. I got got busy. I was focusing on other things in my business, and I let my very brief TikTok obsession fall to the wayside. Now, don't get me wrong, I dabbled a bit here and I posted a bit there, and I did manage to grow a following of about 20,000 in a pretty short amount of time, which should have told me something, but I haven't gotten serious about TikTok as a marketing platform. Well, that is going to change in 2025. My team and I have been doing tons of research on TikTok marketing to prepare for our 20 TikTok takeover, I hope. And in this video, I'm going to share with you everything we've discovered from the reasons why I think you should probably be on TikTok this year to the best way to grow your audience pretty quickly and so much more. But before we get into that, you know what to do. Go ahead and subscribe to my channel below. And don't forget to ring that bell to be notified when my next video goes live. I share marketing and copywriting tips to help you grow your online business. And don't forget to like this video if you want to see more TikTok lessons like this one. Once we start Seeing results. Now, before we dive into why you should be on TikTok and how my team are planning to approach our TikTok strategy in 2025, let's address the elephant in the room. Isn't TikTok getting banned? The looming ban of TikTok in the US has been a hot topic for years now. And Canada actually very recently banned TikTok operations here in Canada, which some are saying is a step towards a total ban. Now, as for the U.S. president Biden did sign a TikTok ban in April of 2024, which would require TikTok's China based parent company to sell the platform by January or be banned from US app stores. TikTok is currently challenging the law in courts and Trump says he opposes a federal ban on TikTok and will never ban TikTok. But who really freaking knows? I mean, it's hard to follow, but here's what I do know. It's been five years of back and forth on this. Meanwhile, businesses are cashing in on TikTok marketing. So why not take full advantage of what platforms have to offer you right now and, you know, give it a try? All right, now with that out of the way, let's talk about why you should be on TikTok if you want to grow your personal brand or business online. The way I see it, there are two very big reasons why any brand, personal or otherwise, should consider hopping on the TikTok train. 1. TikTok shopping is huge. Does anyone remember that hashtag TikTok made me buy it trend that started a few years ago? Well, there are currently 11.2 million million posts using that hashtag. That's wild. And 71.2% of TikTok users say they purchase something on TikTok the most when they just stumble across it on their feed. And by 2026 it is projected that purchases made from the app will increase by 67%, reaching a total of 39.5 million buyers. This means if you want to increase your sales through social media marketing, TikTok is one of the best platforms to actually be on. And the second reason is that it's eas easier to get discovered. So the TikTok algorithm seems to work a little bit differently than a lot of other social media algorithms. TikTok focuses more on content discovery rather than only or mostly showing your content to your friends or followers. TikTok users have a totally separate feed to see content from people they already follow and an entire for you page on TikTok dedicated to discovery. This means TikTok gives brands and businesses a great opportunity to reach a wider audience and get discovered more quickly. Now, speaking of getting discovered more quickly, let's talk about how, right? How do you grow on TikTok? Well, here is everything that we found from our research about how to grow on TikTok in 2025. First, create for TikTok specifically. So when it comes to creating content for social media, many of you probably know I'm already a really big fan of the one and done content video shoots. I like to go into my studio once every few weeks, sit down, record some videos, and then I like to repurpose the crap out of those videos across all of my social media platforms, which does still work really well. And by the way, if you're interested in my content repurposing method that I talk about in this video, I will make sure to link to that below so you can watch next. But this repurposing strategy does not work very well for TikTok. Even though we've done this and it has worked a bit. What we've found is that repurposing Instagram Reels on TikTok only goes so far. Ask me how I know, right? And that is the main strategy that we've been trying on TikTok. Because to be honest, I was just too busy and I didn't have time to think about creating, you know, fresh content just for TikTok. But the results weren't that great either. Why? Well, because the vibe of TikTok is like a totally different ball game. It is less perfectly curated and edited, right? And more show up as you are, even if you're a hot ass mess. In fact, I found this video and it really sums it up perfectly. You can see these two different versions. The difference between that typical esthetic Instagram angle, which is all about composition, right? Versus the very organic like talking to a friend angle of TikTok. So while on, on one hand this might seem like bad news because you're thinking, great, now I have to create videos for TikTok separate from the videos that, you know, I already create. And I hate creating content. I hear you, but here's why it's not as bad as it might seem. I actually think these casual type of videos work well on all platforms as people really crave more authenticity. Right? So you can film on your phone at a poor angle and ramble for 30 seconds and it could really do well on Instagram and TikTok. Less is more more when it comes to these videos, but that doesn't mean like lower quality, right? You still want your videos to say good stuff, you still want to share good advice. They don't need to be formal or professional or overly edited, but you want to lead with a really good hook and share some good information. And that brings me to the next way to grow on TikTok fast, which is to edit right in the app. So the TikTok algorithm seems to prefer promoting TikTok videos that are edited right there in the app versus uploaded. The app has a ton of really cool features like free, you know, filters and trimming video clips and doing text overlay and captions and stickers and visual and special effects and voiceovers and audio editing and slow motion and transition green screen like it does everything right, which makes it super easy to film, edit and post all in one go without having to spend hours or weeks on the process. And your chances of getting discovered or maybe a little bit higher. We don't know that for sure, but that's what we found in our research. All right, onto my next tip. And this one's really important. Keep your videos short and sweet. So according to the most recent data, TikTok states that the optimal length for videos for businesses is 21 to 34 seconds long. It's very specific. The rule of thumb that we try to stick to is to keep all of our short form videos to 30 seconds or less. TikTok also gives an awesome checklist to keep in mind when you're creating videos, which I think sums it up pretty good. It says, is your messaging clear and concise? Are you clearly stating your business and your product name? Are you using at least one of the messaging tactics below? Voiceover speaking directly to camera text overlays. Does the video include a clear call to action? Does the call to action align with your ad objective? Right now, of course, this is mostly about TikTok ads, but you can apply it to any video that you're posting for your business. And really importantly, you want to make sure you have a good hook. That first three seconds of your video is so important. It needs to open a loop and be really juicy and keep people watching. Now, you might want to script this out in the beginning if you're just getting started. This will help you from like rambling on and on and make sure that you stay on point in that 21 to 34 seconds. Right? And if you want my tips on writing short form video scripts, check out this video next, which I will also link to below. All right, so we talked about creating videos specifically for TikTok and editing your videos right there in the app and keeping your videos, like, short and your messaging precise. And there are just two more things to keep in mind if you want to grow on TikTok in 2025. The next is to use relevant keywords and hashtags. So remember when hashtags used to be like the magic for getting discovered on Instagram and now they're just kind of like, whatever? Well, on TikTok, using keywords and hashtags is the best way to get in front of the right people who you want to see your content. And what's even crazier is that TikTok has an amazing keyword and topic researcher built right into its app. All you have to do is start typing and then all of these words pop up and then it goes one step further and shows you the related terms people are searching for. So it is such a great way to see exactly what people are searching for without having to use, like, other research tools or keyword tools. This feature is amazing. It makes it so much easier to create and post relevant content that your ideal audience will actually find because they're looking for it. None of the other social media platforms compare to this in my experience. All right, now onto the last tip for growing on TikTok. And I saved this one for last because I'll be honest, you're not going to like it, and I didn't like it either. But you got to post a lot of I know, right? I can hear your cringe and I can see your eye roll from there because I did the exact same thing. I know this is a tip that you see for a lot of social platforms, but it's even more important when it comes to TikTok because of the way the algorithm works. It really seems to prioritize and push new content more. So Tik Tok recommends posting one to four times a day. Day, which is like a lot. Probably too much for the average creator or business owner, especially in the beginning. But remember, the whole goal is not to be edited and forced and scripted. It's just to be you and to be natural. So hopefully that makes it a little bit easier and aim to post at least a few times a week to start. Now here's a little bonus tip. Be yourself and have fun. The cool thing about TikTok is it's not just about niching down. It's not about being buttoned up and professional or looking great. Right? It's not about putting yourself into a box. It's not about only sharing valuable content in the form of like X tips to help you do X, Y, Z. People are ultimately on TikTok to connect with new people and find people they vibe with. And the TikTok 2024 trend report recommends that brands proudly spotlight what makes them unique and celebrate their culture because this is what resonates with TikTok's audience. So you heard it from them. The most popular content on TikTok is playful and unpredictable and it's values based on taste. So be you, be weird, be silly, break the rules, have some fun. Just show up and get in the habit of putting yourself out there and I promise it will get easier. So who is with me? Who is going to try to give TikTok a try in 2025? Comment below and let me know. Thank you so much for watching. I will see you next week with a brand new video. Until then, I'm Alex. Ciao for now. Alright guys, if you enjoyed that video, make sure to check out the next one for me right now here and you can click right here to get a free gift. For months now you guys have been asking me to share my short form video marketing strategy. Well I heard you and I got you. Today I'm sharing my super simple strategy and script formula that has helped us generate nearly 10 million views on Instagram alone. So let's get into it.
