How TikTok is driving brand sales without branded content (yes, I said it)
TikTok has become the go-to platform for brands looking to build authentic connections with audiences. But here’s the twist—it’s not about flashy branded ads anymore. Instead, it’s the scrappy, authentic, and non-branded content that sticks. This kind of storytelling meets people where they are, making brands feel like part of the everyday conversation rather than a sales pitch.
Relatable content is KING 👑
Take Rob Mayhew, for example. His hilarious sketches about the design industry resonate because they’re authentic. By mirroring the daily struggles and joys of his audience, he’s built a personal brand—and in turn, given brands that align with him a new kind of visibility. His content isn’t about selling; it’s about connecting, which makes it memorable and shareable.
The rise of Employee-Generated Content (EGC) 👀
The newest trend? Brands are skipping the influencer route and leaning into Employee-Generated Content (EGC). Employees create authentic, relatable content that showcases the human side of a company. For instance:
Duolingo's TikTok team posts quirky, funny skits featuring their mascot, making language learning fun and engaging.
Monzo’s TikTok uses relatable humour to turn its employees into brand ambassadors, embracing memes and trends to humanise the brand.
These examples show that customers value honesty over polished campaigns. They’re more likely to trust content from real people—because it feels like it’s for them, not at them.
What does this mean for us (the designers)? 💡
This shift is both a challenge and an opportunity. Social-first brands need flexibility—brand elements and messaging must adapt to fit the fast-moving, visually chaotic TikTok aesthetic. Brands need to feel human, not corporate, and we, the designers, must build that into their DNA from the beginning.
But are all brands nailing it? Not quite. Many still struggle to balance authenticity with strategy. The takeaway for us? We need to think beyond the “big campaign” and design for ecosystems where brands evolve in real-time, driven by the voices of their people and customers.
So, is TikTok affecting the way we design brands?
Absolutely.
The question isn’t if we’ll adapt—it’s how creatively we can do it.
