How To Harness Your Consumer Voice Through TikTok


Angie Tebbe, cofounder and CEO, Rae Wellness.

As the CEO of a rapidly growing wellness brand, watching how the consumer’s voice has evolved over the last few years has been fascinating and motivating. Brand and product testimonials have moved quickly from website reviews to comments on Instagram to longer-form TikTok videos showing the before and after-effects of products. And while the landscape continues to shift, one thing remains clear at this moment in time: If harnessed, TikTok is a solid voice to propel your brand forward.

I’ve seen this firsthand, with organic reviews of our products resulting in over one million views of our hashtag. However, many brands are cautious and haven’t yet taken the plunge for several reasons—the inability to control brand voice, lack of bandwidth to manage the platform or feeling ill-equipped to handle a less than stellar review.

While the tactics of the platform will continue to mature, it’s more important than ever to understand the channel and consider how it can benefit your brand. Demographics continue to expand, capabilities are improving and time spent on the platform has grown exponentially. This year, TikTok users reportedly spend 38 minutes a day on the platform, versus Instagram at 29 minutes. Moreover, consumers are more value-driven than ever and demand transparency from the brands they support.

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Here are a few things I’ve learned to deliver for our audience and brand using TikTok.

1. Lean into their voice.

Each brand has a special, specific and nuanced voice that they seek to project out into the world. Remember that you are building the brand for your consumer, and your voice should continue to develop as you listen to your community. Listen to the collective voice that comes back to you from TikTok. It is the blending of these insights that is the sum of your brand experience. Use it to hone your messaging and campaigns in the future.

2. Know your consumer.

While TikTok appeals to millennial and Gen-Z generations, it appears to be retaining this audience as they get older, which means the platform isn’t just for younger audiences. A notable trend: TikTok users spent $2.3 billion on consumer purchases in the app in 2021, according to Sensor Tower data, an increase of 77% over the $1.3 billion spent in 2020.

3. Grow your presence now.

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Having a rapid “test and learn” capability is critical for all marketing channels—and growing your brand presence on TikTok is like no other. It took us 18 months to get to 40,000 followers on Instagram and three months to get to 150,000 followers on TikTok. As the platform continues to have success, I predict the pace of growth will slow down and become more expensive. TikTok can level the playing field when it comes to reach and engagement for brands that don’t have a huge budget to create content.

4. Find levity.

Have someone dedicated to this channel internally so you can post and engage frequently. The platform suggests four to five times a day for best exposure. Don’t over-produce the content; instead, find the humor in your brand’s voice, which may be a slight left turn from your day-to-day content and operations. Also, it’s critical to lean into what you’re seeing—new songs, trends, conversations and treatments change quickly by the week.

5. Find your community.

Find creators that already love your brand and have a presence on TikTok. Seek out experts in your industry that are already well-established on the platform. They have learned the nuances of the platform, and you can learn from their behavior. Find these partners early in your journey and leverage their voices to expand your audience.

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6. Amplify the conversion.

Contrary to popular belief, you can leverage the platform to drive sales, not just brand awareness. At Rae, we track conversions across channels but don’t get to see the direct link to data on TikTok, unlike the attributable data of other platforms such as Instagram.

For reference, after a couple of viral TikTok moments, we witnessed a 64% increase in sales across the entire business over a week, and individual channels saw up to a 34x unit lift on the product(s) mentioned in the videos over the same time period. Overall, our TikTok profile saw a 50x increase in organic traffic.

TikTok is still a relatively new platform, and TikTok for business is even more recent, rendering it ripe for innovation. At Rae, we didn’t have a playbook to follow. We rolled up our sleeves, got on the platform, absorbed the content and took the plunge. We’ve made a few mistakes and learned a lot along the way.


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