Not long ago, TikTok was mainly associated with dance trends, viral clips, and content aimed at younger audiences. But marketing experts note that things are changing fast: today, the platform is increasingly filled not only with young creators but also with well-known brands investing heavily in advertising budgets.

However, big ad spend does not always guarantee success. On October 9, at the Riga Comm 2025 Digital Marketing conference in Riga, Latvia, a panel of experts will explore how brands can move from random viral hits to real TikTok strategies. Among the speakers will be some familiar in the Baltics: content creator and entrepreneur Niklāvs Mičulis, Mantas Kabelis, Creative Strategist at Panama Agency, and Aušra Katinaitė, Influencer Performance Manager at carVertical. The discussion will be moderated by Fausta Barauskaitė, Head of Business Development at influencer marketing agency Influenceriai.lt.

TikTok Plays by Different Rules

When asked about the most common mistakes brands make on TikTok, all panellists agreed: the biggest issue is underestimating the platform compared to others.

“The days of simply reposting Instagram Reels content onto TikTok are over. Today, TikTok is a highly profitable and unique platform that requires a completely different level of attention and approach,” said Fausta Barauskaitė, Head of Business Development at Influenceriai.lt.

The influencer market in the Baltics began on Instagram, where attention was captured with polished, even-staged visuals. But brands that bring the same expectations to TikTok are often disappointed. “Here, the best results come from content that often feels like a FaceTime call. The more a video looks like you are chatting with a friend, the more relatable and appealing it is to the TikTok audience,” Barauskaitė explained.

Mantas Kabelis, Creative Strategist at Panama Agency, agrees: “Brands often treat TikTok like Meta ads. Instead of being authentic, they spend too much time perfecting content, focusing on short-term ROI rather than long-term awareness. Many also start creating content too late – by then, the competition is already massive.”

Giving Creators Freedom

Aušra Katinaitė, Influencer Performance Manager at carVertical, adds that their TikTok profile only reached millions of views once they actively started collaborating with creators – giving them room to test formats and creative ideas, while also communicating expectations.

“We give creators full creative freedom and only ask for one thing: a strong hook in the first 2–3 seconds. Whether it’s a sound effect, a striking visual, or a shocking fact – it works not only for viewers but also for the algorithm. Brands that skip them lose audience attention right away,” said Katinaitė.

It’s Not Just About Creativity

Experts also point out that brands overlook details far too often. “Watching TikTok daily, I notice basic mistakes: poor thumbnails, weak or overly long captions, and influencer partnerships that feel forced,” said popular Latvian content creator and entrepreneur Niklāvs Mičulis.

Katinaitė echoed this: “Many brand TikTok accounts still do not add subtitles – even though about 70% of users watch videos with sound off. It is such a simple step that can double the impact.”

According to Mičulis, engagement in comments is equally important. “Audiences love it when well-known brands, like airline competitors, argue in the comments – it is an untapped opportunity for free advertising, which shows personality and creates a sense of community. But too often, brands leave that job to interns, and it gets overlooked.”

For more insights on how brands can use TikTok effectively, join the discussion “From Trends to Tactics: How TikTok is Changing Influencer Marketing in the Baltics” on October 9 in Riga at the Riga Comm 2025 Digital Marketing conference. The panel discussion is organized by Influenceriai.lt, a specialized influencer marketing agency operating across the Baltics.