On TikTok, follower count is just the starting point—the real challenge is how to make users “never want to leave once they arrive.”
Many brand accounts, even with refined content and frequent updates, still face the dilemma of low fan engagement and rapid user churn. The problem often lies in a “one-way output” mindset, where brands focus only on posting ads and neglect to create a sense of participation and belonging for users.
Today, Tuke will break down how to turn followers from “passing viewers” into “loyal supporters” through strategic operations, using real cases from four major brands.
Image source: Internet
Turn Users into Co-creators
Traditional brands always want to “control content,” but TikTok users are more willing to trust the real-life scenarios of ordinary people. So rather than having users passively watch ads, it’s better to let them become the protagonists of the content. Brands can launch UGC (User Generated Content) campaigns to acquire a large amount of native content at low cost, while also increasing fan stickiness by making them feel “seen.”
Case: Glossier’s Everyday Beauty Sharing
In 2022, Glossier launched the #GlossierGirl hashtag, encouraging users to upload real-life scenarios of using the brand’s products, such as quick makeup before work, touch-ups after workouts, and even bare-faced skincare results.
The campaign rules were extremely simple: just show the product and use the hashtag, and high-quality content would be reposted by the official brand account. In just two weeks, the hashtag’s views exceeded 120 million, and 30% of participants became repeat customers. While contributing content, users subconsciously reinforced their identification with the brand.
Image source: TikTok
Frequent Interaction to Build a Relatable Persona
TikTok’s algorithm favors highly interactive content, and “human touch” is the lever to drive engagement. If a brand account only posts ad videos, followers are likely to just swipe away. But if it can create a vivid persona and build emotional connections through comments, livestreams, or even playful banter with users, user stickiness will significantly increase.
Case: Wendy’s Sassy Persona
Wendy’s official account is famous for its “sassy, love-to-roast” persona. When a user commented, “Your burgers are smaller than McDonald’s,” the account replied directly: “Maybe because we use real beef that doesn’t shrink.” When asked, “Why aren’t your fries crispy enough?” the official account retorted: “We suggest you wipe your phone screen before watching the video.”
This bold interaction style helped the account gain 2 million followers in a single month, with an average video engagement rate of 12% (industry average is only 3%). Followers followed just to see “how the official account would roast people,” and even left comments on purpose to get a response.
Image source: TikTok
Create Scarcity with Behind-the-Scenes Stories
Users are always curious about a brand’s “backstage stories,” which build trust more than ads do. Brands can post content related to production processes, team daily life, and product development highlights, showcasing authenticity and attracting users to return repeatedly for the exclusive feel.
Case: Fenty Beauty’s Factory Exploration
In 2023, Fenty Beauty released a series of short videos taking followers deep into its Italian factory, showing the entire process from mixing lip gloss ingredients to bottling. The videos featured workers explaining pigment extraction techniques, founder Rihanna personally inspecting samples, and even scenes of quality control eliminating defective products.
The series garnered over 50 million views, and the account’s followers grew by 18% in one week. Many users commented: “Now I understand why it’s worth the price after watching.”
Image source: TikTok
Build Community Rituals
The most loyal followers often belong to a certain circle, and brands can reinforce this identity through rituals. By organizing regular activities, exclusive codes, and tiered follower operations, users feel they are part of the group, which motivates them to maintain the brand and keep interacting.
Case: Gymshark’s Fitness Challenge
Gymshark launched the annual #Gymshark66 campaign, encouraging users to upload fitness videos for 66 consecutive days while wearing the brand’s sportswear. Participants who checked in daily earned community points, which could be redeemed for limited-edition merchandise, and those who completed the challenge were featured in the brand’s “Wall of Honor” video.
The campaign attracted 500,000 users in total, and after the challenge ended, the account’s average monthly engagement time increased by 35%. The 66-day check-in mechanism helped users develop the habit of visiting the brand’s account every day.
Image source: TikTok
Conclusion
There is no shortcut to increasing user stickiness—the key is to break out of the “brand-centric” mindset. When users feel that the brand cares about their participation, not just their wallets, stickiness will naturally follow.