The Best Performing TikTok Content Formats for Brands, And How We Turn Them Into Ads That Actually Work (July 2025)

TikTok is no longer fringe, it’s a mainstream marketing powerhouse in Australia. As of early 2025, about 8.01 million Australian adults (38 % of the 18+ population) use the app, and that’s just the tip of the iceberg when including younger users. TikTok ads reach nearly 30.7 % of all internet users locally.

In Australia TikTok users spend on average 1.5 hours per day, more time than on any other social platform. It’s also the 4th most popular app in the country, reaching nearly half of all adult social media users.

With that kind of attention, and $1 billion in ad-driven business revenue for local companies annually, TikTok is not optional anymore. But to win, you need content that acts like ads, but feels like native TikTok.

Below are the six content types that work best within your advertising and content strategy on TikTok.

Founder Content That Feels Real

On TikTok, the founder-led content is often the best-performing asset. These are short, direct-to-camera videos where the person behind the brand steps out from behind the logo and speaks directly to their audience. It's raw, unpolished, and human. In Australia, where TikTok’s adult audience is split almost evenly across genders, this content style cuts through across demographics. It’s not about being polished. It’s about being real.

We’ve seen this work time and again:

• A skincare founder explaining how a personal skin condition led to their product range
• A legal consultant breaking down a high-stakes property matter in plain English

For both service-based and e-commerce brands, founder-led content builds trust, fast. It gives your audience a reason to care, and more importantly, a reason to believe. When done right, it doesn’t just perform organically, it converts when paid.

Trend-Based Content That Rides the Algorithm

Trends are TikTok’s native language, and brands that speak it fluently get rewarded with reach. This content taps into whatever is surging across the platform: viral audios, meme formats, stitchable moments. It’s designed to feel familiar, fast-moving, and shareable.

In Australia, 39 % of users say they come to TikTok specifically to follow trends, from fashion and finance to food, fitness, and first-home buying. And when brands show up in the middle of what’s already happening, the algorithm does the heavy lifting.

What it looks like:

• A meal delivery service using a trending audio to show a week of meals landing at the door
• A family lawyer using a meme format to highlight the dos and don’ts of co-parenting agreements

When done well, trend-based content doesn’t feel like advertising—it feels like entertainment. That’s why we use it to fuel top-of-funnel campaigns, build cultural relevance, and boost visibility without inflating media spend.

Value-Add Content That Teaches First, Sells Second

TikTok isn’t just where people go to switch off, it’s where they go to learn. Educational content that delivers quick wins, insights, or actionable tips has become one of the most effective formats on the platform. Especially in Australia, where users spend around 1.5 hours a day on the app, short-form tutorials consistently outperform polished ad creative.

This isn’t about giving away your IP. It’s about showing you know your stuff, and doing it in a way that earns attention.

What it looks like:

• A mortgage broker breaking down how new lending changes affect first-home buyers
• An allied health provider sharing three signs it’s time to see a physio

Value-add content positions your brand as the authority in the room. It builds trust, warms up leads, and removes friction from the sales process. And because it doesn’t feel salesy, it works brilliantly across both organic reach and paid retargeting.

UGC-Style Content That Sells Without Looking Like It’s Selling

User-Generated Content, or content that feels like it, remains one of the most effective formats on TikTok. It looks like a genuine recommendation, not a polished ad. And in a feed where authenticity wins, that’s exactly what makes it convert.

In Australia, 38% of users say they’re happy to watch ads, as long as they offer value. UGC hits that sweet spot: it feels honest, low-pressure, and unfiltered. Whether it's filmed by real customers or creators briefed to sound like one, UGC earns trust immediatily

What it looks like:

• A customer walking through their first impression of a booking app
• A new client showing what it’s like to arrive at your clinic or showroom

UGC-style content works across the funnel, but we lean on it hardest when it’s time to move people from consideration to conversion. It’s flexible, scalable, and works just as well for e-commerce as it does for service brands with a strong word-of-mouth factor.

Storytelling & Micro-Vlogs That Build Emotional Buy-In

Micro-vlogs are the narrative engine of TikTok. These short-form stories, whether founder-led, customer-driven, or behind-the-scenes, turn everyday moments into content that connects. They’re not scripted ads. They’re real stories told in under 60 seconds. And they work because people don’t just want to know what you do, they want to know why it matters.

What it looks like:

• A founder narrating the shift from burnout to business growth
• A client walking through their journey from problem to outcome in a raw, vlog-style format

It works because micro-vlogs invite the viewer in. They build emotional connection, increase watch time, and create a sense of brand familiarity that polished ads rarely achieve. Whether you’re in services or e-commerce, this format is ideal for unpacking complex offers, showcasing real results, and building loyalty before the sale.

Product Demos & Visual Hooks That Make the Value Clear

Some things are better shown than explained. On TikTok, product demos and visual walk-throughs offer a direct way to show how something works, what it does, or why it’s different. These videos are often fast-paced, visually focused, and built around a clear outcome.

In Australia, short-form video is the most consumed format across social, and TikTok continues to lead in both session time and engagement. This makes visual-first content especially effective when the product or service has a clear, tangible result.

What it looks like:

• A mould remover lifting grime in real time
• A software platform showing how its dashboard works from the user’s view

People don’t always want an explanation, they want to see what they’re getting. This format lets the product or service speak for itself. It’s effective across both e-commerce and service brands, particularly when results, ease of use, or visual outcomes are central to the offer.

Let’s Turn TikTok Into a High-Performance Channel

‍This isn’t about jumping on trends for the sake of it. TikTok is a serious commercial channel, and it demands content that’s native, fast-moving, and strategically built for the feed.

At Sneaky, we don’t just help brands show up, we help them cut through and build a strategy that fits within their overarching marketing strategy. We work with internal teams, founders, and external UGC talent to produce the kind of TikTok content that feels real, earns attention, and drives results. Every format. Every funnel stage. Every scroll.

If you’re ready to stop dabbling and start turning TikTok into a predictable growth engine, we’ll show you exactly how.