TikTok Branded Content and How to Get Closer to Users

When users are increasingly bored with traditional advertising and marketing formats, TikTok branded content emerges as a new and effective approach for businesses. Branded content is essentially content that focuses on delivering value to users. Even though it does not contain heavy advertising elements, it still directly generates significant benefits for businesses and brands.

In this article, we will explain in detail what TikTok branded content is, the benefits it offers, and how to create branded content campaigns. Finally, we will analyze case studies for advertisers to learn from.

What is TikTok Branded Content?

TikTok branded content is a type of content that tells a brand story, usually built through collaborations between third parties (such as creators or influencers) and brands. This type of content focuses on providing value to users while subtly integrating brand elements.

Unlike traditional ads that mainly highlight products or services, branded content emphasizes storytelling and delivering value to viewers.

You can often spot branded content videos on TikTok by the “paid partnership” tag, which indicates that the content is officially branded.

Benefit of Tiktok branded content

By focusing on storytelling and minimizing explicit advertising, branded content provides several unexpected advantages for businesses:

• Lower skip rate: Branded content videos are creative, engaging, and user-friendly. Because they provide genuine value, users are less likely to skip them compared to traditional ads. Even when integrated into ad campaigns, branded content tends to have a lower ad-skip rate.

• Higher completion rate: Viewers are more inclined to watch branded content until the end because it doesn’t feel like an ad. Instead, it delivers additional entertainment or informational value.

• Stronger virality: Branded content spreads more easily than sales-driven ads because it evokes emotions and tells stories that resonate with audiences.

• Deeper user connection: TikTok branded content allows businesses to get closer to users. Storytelling combined with subtle brand integration builds emotional connections between brands and customers.

Branded Content Policy

TikTok Branded Content Policy

To publish branded content on TikTok, creators and brands must comply with TikTok’s rules, terms, and community standards.

Rules for Posting Branded Content

• Comply with all applicable laws and regulations.

• Follow TikTok’s Community Guidelines and Terms of Service.

• Stay updated, as TikTok regularly revises its policies.

• Violating content rules may result in removal.

Requirements for Posting Branded Content

• Enable the “Branded Content Toggle” before posting.

• Do not mislead users about the product or service.

• Do not promote banned or illegal products/services.

• Do not force users to click links, visit profiles, or aggressively push products/services.

• Follow special restrictions for sensitive product categories.

• Respect the legal requirements of the country/region you are targeting.

Additionally, content must not:

• Contain dangerous, offensive, or discriminatory elements related to gender, race, nationality, religion, etc.

• Promote unsafe, harmful, or environmentally damaging behavior.

• Encourage negative impacts on health, body image, or mental well-being.

• Target minors inappropriately or exploit user trust.

Prohibited Industries and Products

The following categories are strictly banned on TikTok, and businesses must avoid them to prevent removal:

• Adult and sexual products/services.

• Contraceptives.

• Animals: including sales of animals, animal parts, protected species, or wildlife products.

• Dating or live-streaming apps.

• Financial products and services.

• Tobacco, cigars, or nicotine-related products.

• Drugs: illegal substances, drug paraphernalia, recreational drugs, prescription drugs, CBD supplements.

• Gambling, betting services, or related apps.

• Political advertising.

• Products/services with unclear origins or linked to fraud or illegal activities.

• Professional services such as accounting, legal, or immigration services.

• Sensitive or discriminatory content.

• Weapons, ammunition, explosives, and dangerous items.

• Weight loss products.

• Counterfeit goods.

• Healthcare and pharmaceutical products, including: medical facilities, pharmacies, drugs, therapy services, infant formula, nutrition supplements for children under 2, vitamins, powders, shakes, or gummies claiming health benefits, teeth-whitening and hair-growth products, cosmetic surgeries, tattoo services, and laser hair removal.

• Other controversial or unsafe industries, such as organ trafficking, dangerous chemicals, mail-order brides, or sensitive crisis-related content (e.g., natural disasters, violence, civil unrest).

Restricted Industries and Products

Some industries are restricted and require explicit approval from TikTok before advertising:

• Alcohol: alcoholic drinks, non-alcoholic substitutes, alcohol-mixed soft drinks, or sponsored alcohol-related content.

• Dating and live-streaming apps.

• Films, TV programs, and game trailers.

• Financial services.

• Over-the-counter (OTC) medicines.

• Lingerie and underwear.

Note: Certain restricted categories may be banned in some regions. Always check TikTok’s regional rules for more details. 

How to Create Branded Content Project

Brands and businesses can choose to create a Standard Project, a Lite Project, or even an Open Application.

To create a Standard project:

Step 1: Log in to your TikTok One account.

Step 2: Go to Projects, click Create project.

Step 3: Select Branded content with creators.

Step 4: Select Standard.

Step 5: Enter Brand and Contact information.

Step 6: Enter your Project details, including Project name and Project description.

Step 7: Select the country where the creators you will collaborate with are located.

Step 8: Select the language that will be used in your project and creatives.

Step 9: Select how you would like to distribute your Ad creatives:

• Creator account: Creative will be posted by creators.

• Business account: Creative delivered as an ad to be posted on your Business Account.

Step 10: Select the desired ad authorization period (if applicable).

Step 11: Select and add an Anchor (if applicable).

Step 12: Link TikTok Ads Manager account if you plan to use Spark creative.

Step 13: Enter Product name and Product description.

Step 14: Click Next.

Step 15: Enter Video preferences to provide suggestions for what you’d like to see in the video to creators.

Step 16: Upload reference videos for inspiration.

Step 17: Select Payment details. You can select from the following:

• Base pay: You will pay creators for their creatives.

• TikTok One account: Pay securely on TikTok One.

• Off-platform: Pay privately outside of TikTok One.

• Product gifting: Turn this on if you did or will provide a complimentary gift to creators.

• Promotional code: Link the project to a promotional event to get ad credit.

Step 19: Review project details and click Submit.

You can edit your project until the brief is shared with creators.

You can invite creators by using a shortlist, the Explore page, or create an Open Application to let creators apply to your project. Open Applications allow creators to come to you by submitting applications in response to your posted project.

To set up an Open application:

Step 1: After submitting your project, click Set up open application.

Step 2: Select the number of creators you are looking for along with the category.

Step 3: Add in advanced preferences and screening questions to get to more relevant creators.

Step 4: Set your video delivery and posting dates.

Step 5: Set your payment preference:

• Tiered: Set a different proposed payment for each creator, based on their follower count.

• Flat: Set the same proposed payment for every creator who applies to this project.

Step 6: Review and Confirm open application details to send out to the Creator Marketplace.

To create a Lite project:

Step 1: Log in to your TikTok One account.

Step 2: Go to Projects, click Create project.

Step 3: Select Branded content with creators.

Step 4: Select Lite.

Step 5: Add your Project details, including Brand name, Project name and Project description.

Step 6: Select the country where the creators you will collaborate with are located.

Step 7: Select the desired ad authorization period (if applicable).

Step 8: Select and add an Anchor (if applicable).

Step 9: Select the TikTok Ads Manager account you will be using to Spark creatives (if applicable).

Step 10: Review project details and click Submit.

Step 11: Share the fast invite link or project link found on the project overview page with creators to start collaborating.

How To Remove Branded Content On Tiktok

1. Go to your profile and select the post.

2. Tap the More options … button on the side of the post.

3. Tap Ad settings at the bottom. You may need to scroll across.

4. Tap the Disclose commercial content setting, then turn the Branded content button off.

5. Tap Save, then tap Continue to confirm.

Tiktok branded content example Red Bull

When it comes to TikTok branded content, one of the most successful campaigns to date is Red Bull. The energy drink giant leveraged TikTok to reinforce its well-known slogan “Red Bull gives you wings” while building stronger connections with Gen Z audiences.

Campaign Objectives

Red Bull’s campaign aimed not only at product promotion but also at:

• Building natural engagement with young people passionate about sports, music, and an active lifestyle.

• Increasing brand awareness through entertaining and shareable content.

• Encouraging users to create user-generated content (UGC) that aligns with the brand identity.

How Red Bull Used TikTok Branded Content

• Creator Collaborations: Red Bull partnered with athletes, dancers, and street culture influencers to produce inspiring and entertaining TikTok content.

• Hashtag Challenge: With #RedBullDanceYourStyle, the brand invited the community to participate in a dance challenge, generating hundreds of thousands of UGC videos.

• Branded Music & Effects: Red Bull incorporated exclusive soundtracks and AR effects to boost virality and strengthen brand recall.

• Branded Content Ads: Creative videos were amplified through branded content ads, ensuring wider organic and paid reach.

Results Achieved

• Millions of views and shares across TikTok.

• Hundreds of thousands of UGC videos created from the hashtag challenge.

• Stronger engagement with younger audiences who resonate with energy, adventure, and challenges.

• Campaign content spread beyond TikTok, gaining traction on Instagram and YouTube.

Key Lessons for Other Brands

• Be authentic, not overly promotional: TikTok users prefer entertaining and natural content over direct advertising.

• Leverage UGC: Hashtag challenges and community-driven campaigns expand reach exponentially.

• Music + Effects = Viral: Using unique sound and visual effects increases content shareability and memorability.

• Partner with the right creators: Collaborating with influencers in relevant niches ensures branded content reaches the right target audience.

Red Bull proves that TikTok branded content is not just about advertising it can seamlessly integrate into the entertainment culture of the platform.

Conclusion 

TikTok branded content is no longer just a marketing trend but a powerful strategy for businesses that want to connect with audiences in a more authentic and engaging way. Unlike traditional advertising, branded content focuses on storytelling, emotional value, and user experience making it more effective in building trust and long-term relationships with customers.

By understanding TikTok’s branded content policies, brands can avoid compliance issues and ensure their campaigns run smoothly. At the same time, leveraging benefits like higher completion rates, lower skip rates, and stronger virality allows businesses to maximize their ROI on TikTok.

If you are planning to grow your brand on TikTok, start by experimenting with small-scale branded content campaigns, collaborate with the right creators, and focus on delivering genuine value. Done right, TikTok branded content can help your business stand out, build emotional connections with users, and achieve sustainable growth in the competitive digital landscape.