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TikTok isn’t all about trendy dances and lip-synch videos anymore; it’s a place for entertainment, education, and stories that resonate. Although the platform is skewed toward younger audiences, more generations are hopping on board. By the end of 2022, TikTok is expected to reach 1.5 billion users worldwide. So, what can you do to create a powerful presence on TikTok and grow your brand? 

Top Strategies for Taking Your TikTok to the Next Level

Whether you’re a social media maven or taking your first steps on TikTok, Amanda McCrossin has some expert tips to level up your game — because thriving on Instagram or Facebook won’t necessarily make you a TikTok sensation. 

What worked on other platforms won’t work on TikTok. People want to know the who, what, when, where, and why of your brand. The brands that really stand out on the platform are ones that give value to their audiences and engage a diverse community.

“I think responding to comments is really important…really listening to what people are asking for and making sure that they feel like they’re part of something unique and special. I think that is the case for any social media platform — any business in general. You have to be community-minded and thank your audience for being there and taking their time. But you also have to listen to what it is that they want as well.”

Watch First, Create Later

If you’re new to TikTok or feeling like your videos aren’t resonating with your audience, stop creating and start watching others. Amanda suggests watching all types of content — not just wine-related — to see what you’re drawn to and what’s trending. Additionally, it’s helpful to follow other social media experts to stay updated on the platform’s rapidly shifting trends. Once you understand the algorithm and cadence of the platform, you’ll be better suited to create videos that land in front of your target audience.
Amanda McCrossin
Amanda McCrossin is the certified sommelier, wine personality, and TikTok, Instagram, and YouTube creator
Glass of wine
Image credit: Unsplash

Find Your Persona

Of course, your social media channels should represent your authentic, unique brand. But if you’re struggling to figure out your brand identity, here are some personas that could spark some creativity:

The Friendly Founder

This persona means that the founder is the face of your TikTok. As “the friendly founder,” you should introduce yourself, answer questions, and be a face that viewers can trust.

TikTok tends to respond more to faces on camera, so you want to make sure you have someone that can represent your brand. If your founder isn’t comfortable in front of the camera, designate a creative spokesperson. This person can generate creative content like product teasers to entice viewers and create excitement around your brand.


This is a tactic that gives viewers an inside look into your brand. Show viewers how your wine is made, what your bottling process is like, or answer any questions they might have.

People want to support brands they trust — what better way than taking them behind the scenes?

Day in the Life

This strategy really shows your brand as an authentic entity. A helpful tip for this persona is to think of your brand as a living, breathing personality.

What albums does your brand own? Where is it going out to eat? What hobbies does it have? When you get clear on this, your brand’s core identity will shine through your TikTok.

Keep Your Core Values at the Center

Even if you’re a luxury wine brand, you can still find your market on TikTok. Take Vogue for example: they’re creating relatable, relevant content and showing viewers the behind-the-scenes of their brand while still maintaining the level of sophistication that they’re known for.

Ultimately, you just need to be yourself and keep your core values at the center of your social channels. TikTok users know how to spot an authentic brand, so it’s important that you stick to your values. Understand your core vision and identity, create a marketing plan, and generate content with a purpose.

Image credit: Pexels
Check out the full episode with Amanda McCrossin here.

Scout Driscoll

Founder and CEO

Celebrating her 20th year at the helm, our fearless leader Scout believes in bringing her studio’s pan-industry acumen to an industry seeking to connect with broader audiences. She was honored to judge BTI’s International Packaging Design Awards as well as the 2020 and 2021 Restaurant Development + Design Magazine Awards. Get to know Scout on our Podcast, VINTed or on her feature on Wine Women Radio.

Follow Scout on LinkedIn  |  Subscribe to the VINTed Podcast


Listen to the Podcast Episode

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1801 W. Belle Plaine Ave, Suite 201, Chicago, IL 60613  |  Studio  773.270.2724