Investing $1 million into TikTok ads without a single organic post will absolutely drive results—it’s basic math. When you have the cash, the audience will follow. But that doesn’t mean you’re building a relationship with your customers. Ads can bring people in, but without a strong organic presence, it’s like having a flashy storefront with no heart behind it.

So, what’s the best recipe for organic and paid?

The key to a sustainable, loyal customer base on TikTok (or any platform) is creating organic content that’s both relevant and fun for your audience. You can’t expect to build trust, community, and long-term engagement through paid media alone. That requires a consistent, organic approach—one that feels authentic and enjoyable to engage with.

One mistake brands often make is veering out of their lane, trying to jump into polarizing conversations that don’t fit their voice or values. Unless you have a very strong reason to champion radical ideologies (which is rare for eCommerce brands), stay away from aggressive opinions on social platforms. A recent example is the fallout of a popular dating app after launching a campaign rooted in divisive messaging. Their subscriptions plummeted, and their audience abandoned them.

Shaming or alienating your target market is the fastest way to disengage them. TikTok should be a space where your brand explores trends and topics that align with who you are. Keep your lane wide, but stay true to your brand’s core message.

Refresh Your Brand While Staying True To You

I also believe a TikTok channel can be launched to freshen up a brand and begin to engage a different core demographic while still holding its core values at the center of its messaging by making it more fun.

The beauty of TikTok is its casual, experimental nature. Lean into the dances, the vignette skits. Want to make it even more authentic? Get your founders involved. Have them participate in the narrative storytelling. People connect with real stories and faces. Founder-led narrative storytelling, live Q&As, myth-busting sessions, and behind-the-scenes content all foster trust and engagement.

Here’s another winning recipe: create content you would actually enjoy watching on your own organic feed. If it resonates organically, there’s a good chance it can be repurposed for ads. Take a high-performing video, add slight variations, and roll it out as part of a performance marketing strategy. Lean into formats like GRWM (Get Ready With Me) videos that highlight your brand’s values or show how your products fit into real-life moments.

At the end of the day, investing in TikTok ads without nurturing your organic channel is like setting up a pop-up store with no follow-up strategy. You’ll get a rush, but without a lasting impact. By focusing on organic content that your audience can connect with, you’ll create a TikTok presence that not only drives immediate results but builds long-term brand loyalty.

Be sure to check out our new TikTok Advertising Guide!