Building Brand Trust on TikTok: Strategies for Authentic Connections

In an age where consumers are bombarded with content, trust is the only true currency.
Nowhere is that truer than on TikTok — the platform where authenticity sells better than any ad.

TikTok’s unique blend of storytelling, community, and transparency means brands can’t rely on polish alone.
To win here, you must show up human, honest, and consistent.

At Somerce, we’ve helped brands like Glow For It, Icy Bear, and P.Louise turn authenticity into measurable sales.
Here’s how your brand can do the same.

1. Lead With Story, Not Slogan

Audiences scroll past logos — but they pause for stories.

On TikTok, your brand’s backstory matters more than your tagline.
Whether it’s a founder’s motivation, a product failure turned success, or the human behind the brand — story builds emotional equity.

Example:
When Glow For It’s founder shared her struggle with acne and why she created a gentle formulation, the video reached over 800K views and doubled sales that week.

Somerce advice:

• Use first-person storytelling.
• Share behind-the-scenes moments.
• Introduce your team and customers by name.

Transparency builds relatability — and relatability builds trust.

2. Turn Your Comments Into Conversations

Trust grows in the comments section.

Reply to users — not with text, but with video.
TikTok boosts “reply with video” content heavily, and audiences love seeing brands respond in real time.

When someone asks a question, answer it visually.
When someone shares results, celebrate them publicly.

Somerce data: Brands that consistently reply with video see 28% higher engagement and 40% more returning customers.

“On TikTok, comments are content. Every response is a new impression.”
— Joe Yates, Co-Founder, Somerce

3. Collaborate With the Right Creators

Not every influencer builds trust — but the right ones act as credibility accelerators.

Choose creators who already embody your audience’s values.
Authenticity > Reach.

Checklist for creator fit:
✅ Uses your product genuinely
✅ Creates in your niche or lifestyle segment
✅ Speaks in their natural tone
✅ Has community-driven comment sections (not just views)

Somerce insight: Micro-creators (under 100K followers) deliver 3× higher conversion rates than celebrity influencers because their audiences trust them more.

4. Use Education to Build Authority

The fastest way to earn credibility? Teach.

Educational content positions your brand as an expert — not just a seller.

Educational content drives both discovery and loyalty — it builds rational and emotional trust simultaneously.

5. Show Proof — Not Perfection

TikTok audiences reward transparency over curation.
Show the process, not just the product.

• Post unfiltered demos.
• Feature real customers and UGC.
• Share honest feedback — even constructive criticism.

Example:
When Icy Bear reshared customer reviews — including one noting slower whitening results — the video outperformed their polished ad by 3×.
Because it felt real.

6. Go Live — and Stay Real

Live Shopping isn’t just for selling; it’s where brands earn trust in real time.

How to use it:

• Host weekly Q&A sessions about your products.
• Demonstrate application, usage, or results.
• Co-host with a trusted creator or expert.

Somerce data: Lives featuring founders or professionals have 35% higher average watch time and 50% more repeat viewers.

7. Stay Consistent — Algorithms Reward Familiarity

Trust compounds with consistency.
TikTok’s algorithm boosts accounts that post regularly because they keep users engaged.

Best practice:

• Post daily or at least 4–5 times per week.
• Maintain a consistent tone and visual identity.
• Use recurring formats (e.g., “Glow Tip Tuesday” or “Behind the Brand”).

Audiences trust what feels familiar.
The more you show up, the more credible you become.

8. Transparency in Pricing and Partnerships

TikTok users can spot hidden sponsorships instantly.
Always disclose paid partnerships and affiliate links clearly.
Transparency doesn’t reduce engagement — it increases it.

Somerce insight: Sponsored videos with disclosure labels outperform non-disclosed content by 12% in engagement and 18% in CTR because they convey honesty.

9. Align Commerce With Community

Trust grows when your audience feels involved in your success.

Invite followers to vote on packaging designs, product names, or upcoming launches.
Reward loyalty with early access or exclusive bundles for Live viewers.

Example:
P.Louise invited followers to name a new product line — the hashtag hit 2M views and converted into a record-breaking £2M TikTok Live event.

When people build with you, they buy from you.

10. The Somerce Take

Authenticity isn’t a tactic — it’s a culture.
TikTok rewards brands that behave like people, not corporations.

“Trust is built in the moments you’re not selling — and monetised in the moments you are.”
— Joe Yates, CEO, Somerce

Be human. Be consistent. Be transparent.
The algorithm may power the platform — but authenticity powers the sale.

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