TikTok isn’t new anymore. Most brands know they need to be there… but few have figured out how to actually make it work. In this episode, we explore how brands can move beyond TikTok as a checkbox channel and start treating it like the community-driven, creatively demanding platform it is.‍

‍Our guests this time

🎙️ Christina Descultu, Digital Media Specialist at Clas Ohlson – the Nordic home improvement retailer with a surprisingly bold TikTok presence, led by Christina’s deep understanding of platform culture and content strategy.

🎙️ Lina Lundberg, Client Director and Strategist at Splay One – a content agency and TikTok partner helping brands find their voice (and audience) on the platform.

As always, the conversation is hosted by me, Stefania Casciari Carter, CMO at Precis.

Together, we talk about what brands get wrong about TikTok, how to make content that actually works, and why communities (not demographics) are the secret to success.

What we talked about

TikTok isn’t just another channel, it’s a culture

Most brands know TikTok is important. But many still think of it as just another platform in the mix, when in fact it’s a fundamentally different experience. Your content doesn’t have to be funny or low-budget, but it has to be native. That means understanding your community, creating content that belongs in their feed, and showing up with something worth watching.

Communities > demographics

Forget the classic targeting logic. TikTok’s algorithm doesn’t care if your audience is women 25–34. It cares about what they’re interested in. That’s why success on TikTok starts with identifying and participating in the right communities (like CleanTok, FoodTok, or BookTok), rather than just building around your product or category.

Branding without logos

TikTok creative has its own rules. Logos in the first 3 seconds? Scroll. Over-produced lighting? Scroll. Brands like Clas Ohlson have found smart ways to build recognition using subtle cues like color, sound, and tone without turning their content into traditional ads.

Don’t aim to go viral. Aim to show up

Organic reach still exists on TikTok, but posting and hoping isn’t a strategy. The most effective brands treat organic content as creative-first, then boost what works. TikTok’s ad format (like Spark Ads) makes it possible to scale good creative without losing authenticity.

Content that works is content that fits

Trends can work, but only if they make sense for your brand and audience. That means reacting fast (within 48 hours), choosing relevance over reach, and knowing when to skip a trend entirely. It also means blending formats: UGC, in-house studio content, creators, and community engagement all have a role to play.

Measurement is catching up

From lift studies and A/B testing to MMM and save rates, brands are getting smarter about TikTok measurement. And the results speak for themselves. Brands that treat TikTok as a full-funnel platform (not just awareness) are starting to see its impact on everything from brand searches to in-store sales.

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The TikTok starter kit

If you’re just getting started, here’s what Christina and Lina recommend

  • Spend time on the platform (there’s no shortcut to understanding it)
  • Focus on interest-based communities, not demographics
  • Build a content mix that balances brand fit and platform fluency
  • Use paid to scale, but never skip the creative
  • Know how to measure TikTok properly, because your ROI might be higher than you think
  • Don’t wait for perfect. Test, learn, repeat.

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Watch the full episode on Youtube or listen to the full episode on Spotify.

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