These slides are from a presentation given at the International Social Summit Barcelona 2025. With TikTok constantly evolving, the rules of organic brand growth on TikTok are shifting faster than ever. What worked last year might not cut through today, and brands that fail to adapt risk fading into obscurity on TikTok. In these slides, Sam Gillies from Nonsensical breaks down the strategies that drive real engagement, the mistakes that brands keep making, and the tactics that stand the test of time. From grabbing attention in the first three seconds, to keeping audiences coming back for more, learn how brands internationally can build a loyal community, maximise retention, and create content that is both memorable and algorithm-friendly – without relying on paid media. Whether you are a brand looking to refine your TikTok presence or just getting started, this session will arm you with a battle-tested playbook for organic success.
