TikTok SEO: How to Make Your Brand Discoverable

Why TikTok SEO matters in 2025

TikTok is one of the most powerful platforms for brand growth, with over a billion monthly users. But to get noticed, you need more than creative videos - you need TikTok SEO.

TikTok SEO means optimising your content so it ranks higher and reaches the right audiences through the For You Page. Just like traditional SEO, it starts with keyword research and strategic content planning.

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Step-by-step TikTok SEO strategies

1. Conduct keyword research

Use TikTok’s search bar to uncover popular hashtags, phrases and trending sounds.
Pepper tip: Our InfluenceIQ methodology provides research-backed insights into the language and trends that matter most to your audience.

2. Optimise captions and hashtags

• Use 3–5 highly relevant hashtags.
• Mix trending hashtags with niche-specific terms.
• Add branded hashtags to spark user-generated content.

3. Use trending sounds and effects

TikTok rewards content that adopts viral audio or effects.
Example: In a campaign for Wisdom Oral Care, Pepper used trending sounds with product demos, boosting reach and watch time.

4. Maximise watch time

Hook viewers within the first 3 seconds, keep videos concise and valuable, and encourage them to watch through to the end.

5. Add clear calls to action (CTAs)

Ask people to like, comment, share or follow - these engagement signals improve TikTok SEO.

6. Post consistently

Consistency tells TikTok’s algorithm your content is relevant. Post at peak audience times.

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Extra TikTok SEO tips

• Leverage UGC: Encourage your audience to create videos with your branded hashtag.
• Cross-promote: Repurpose TikToks on Instagram Reels and YouTube Shorts.
• Engage with comments: Authentic replies increase visibility.

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Case studies

Pepper’s TikTok-first campaigns for Wisdom Oral Care and Oddbox combined SEO strategies with influencer partnerships selected through our InfluenceIQ methodology.

Tactics included:

• Keyword-rich captions tailored to audience searches.
• Viral sounds aligned with brand messaging.
• A mix of trending and niche hashtags.
• Content formats designed to maximise watch time and shares.

The outcome? Viral reach, stronger brand recognition and measurable growth.

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Conclusion

Mastering TikTok SEO in 2025 means blending creativity with data. Pepper’s InfluenceIQ methodology ensures every TikTok strategy is backed by research, delivering campaigns that are discoverable, authentic and results-driven.

For brands ready to step up their TikTok strategy, Pepper offers services that harness InfluenceIQ to unlock organic growth and meaningful engagement.

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