Which Types of TikTok Posts Should Brands Know in 2025?
- Sweta Panigrahi
- 4 days ago
- 8 min read
TikTok launched in 2016, but by 2020, it had flipped the entire social media industry on its head.
What started as a quirky app for lip-syncing teens morphed into a cultural engine with over 2.05 billion monthly active users.
It didn’t just ride the wave of short-form video, it created the wave, leaving platforms like YouTube and Instagram scrambling to catch up with Shorts and Reels.
But TikTok’s real disruption? It made anyone a creator. Not influencers. Not celebrities. Just ordinary people, armed with a phone and some trending audio.
Today, brands aren't just up against competitors. They're battling for attention with a 10-year-old doing hook steps in their bedroom that manage to outperform a six-figure ad campaign.
And yet, even with its explosive growth, TikTok hasn’t had it easy. It’s faced bans, government scrutiny, and algorithm controversy across the globe but every time, it’s bounced back stronger, more embedded in culture than before.
So how do brands survive this chaotic, creative battlefield? You don’t just need to post,
you need to understand the types of TikTok posts that work and how to use them to keep up, stand out, and maybe even go viral.
Let’s break it down.
Why does the lifespan of a post type matter?
Knowing the lifespan of a TikTok post gives you a peek behind the algorithm curtain. It tells you how long your content keeps collecting views, likes, shares, and maybe even followers, and that’s where the real value is.
Here’s why it actually matters:
If a post lives longer, it keeps working while you're sleeping. It brings in engagement days, sometimes weeks later, without lifting a finger.
You get more bang for your buck. Whether it’s your budget, time, or creative energy, when a post keeps growing long after it's published, your effort stretches further.
Should you invest in a scrappy idea for a carousel that peaks quickly or create a video that builds momentum over weeks? You can decide where to focus your energy.
Post lifespan reveals algorithm behavior. Formats that stick around longer tend to get re-circulated, suggested, and bumped into new feeds. That’s free exposure you can’t buy.
It impacts how you build your content calendar. Knowing when content peaks and dies lets you plan better, like when to post, when to repost, and when to move on.
TikTok is noisy. If your content fades fast, so does your brand. Lifespan gives you a fighting chance to stay relevant past the 24-hour hype window.
TikTok isn't just about going viral, it’s about staying visible. And if you want your content to actually work for you (not just flash and fade), knowing which formats hold attention longer is the edge you need.
Is posting photos on TikTok Carousels worth it?
Did you know TikTok lets you post photos too? Yep, it’s not all videos and viral dances!
TikTok Carousels let you post up to 35 photos in a single post.
Whether you're showing off products, sharing a step-by-step tutorial, or just curating a mood, Carousels let you slow things down in a fast-scrolling feed.
So... is posting photos on TikTok even worth it?
Actually, yes. While they don’t always explode the way videos do, carousels tend to have a longer, steadier lifespan.
Instagram photos don’t live quite so long. 95% of their views happen within 20 days. But Carousels typically take about 20 days to reach 95% of their lifetime views.
Unlike videos that explode quickly, Carousels start slower, reaching only about 45% of their total views on day one. Instead, they build momentum gradually over the following two weeks.
This slower ramp-up means TikTok Carousels offer a consistent climb in engagement, making them ideal for content that needs a bit more time to resonate with viewers.
However, their overall lifespan is shorter than videos, they fade faster but can still provide solid, sustained engagement in the first few weeks.
So, who's doing it right?
Gymshark crushing it on TikTok isn’t exactly shocking. But what is surprising? They're doing it without entirely relying on flashy videos or trending sounds.
They're also stealing the show by playing the TikTok Carousel game, and proving that photo posts can be just as powerful as video, if not more.
How they do it:
Their feed is packed with carousel posts like relatable gym memes, real community moments, and raw, scroll-worthy photo sets.
Each post looks like it came straight from a gym buddy’s camera roll, low-key, personal, and refreshingly unpolished.
They skip the sounds and effects altogether, letting the visuals and captions do the heavy lifting.
Why it works:
Their Carousels tell mini-stories and keep users swiping which are great for engagement.
In a feed full of fast-paced videos, a still image that makes you stop and swipe? That’s pattern disruption at its finest.
It taps into the TikTok mood right now. It's real, funny, and community-driven content that doesn't try too hard.
Takeaway:
If your brand has a strong personality and doesn’t mind ditching the high-gloss aesthetic, TikTok Carousels can be your new favorite post type. Showcase memes, moodboards, or behind-the-scenes moments, merging low-effort with high impact.
How long do your TikTok videos chase virality?
TikTok videos are often seen as quick hits, viral today, forgotten tomorrow. And sure, that perception isn’t totally wrong.
The platform thrives on speed with trending sounds, reactive humor, and rapidly changing attention spans. But the biggest plot twist is that videos on TikTok actually have a lifespan of a month on the platform.
We analyzed daily performance across hundreds of thousands of TikTok posts to understand how long content really lasts.
While TikTok videos front-load their performance, racking up 72% of their lifetime views on day one, and 89% by day five, they don’t die out immediately.
In fact, they continue to see views and engagement trickle in for weeks, reaching 95% of their total views around day 35.
So, what does this mean for brands? Keep making videos that can stick around for weeks and don’t be shy to repost your winners to get even more eyes on them.
Oatly isn’t your average oat milk brand. They spotted a chance to break away from dull food marketing and leaned into a bold, quirky personality that’s all their own.
How Oatly uses TikTok videos:
Their content blends humor, playful sass, and clever storytelling that turns oat milk into an icon.
Videos range from cheeky product promos and tongue-in-cheek tutorials to witty commentary on everyday life.
They keep the tone casual and conversational, making the brand feel like a clever friend, not a corporate ad.
Oatly isn’t afraid to be a little weird or unconventional, which makes their videos highly shareable and memorable.
Why it works:
Their offbeat and authentic vibe stands out in a sea of generic content.
Instead of pushing hard sales, they focus on building a relatable personality that audiences connect with emotionally.
The humor and honesty invite viewers to engage, comment, and share, turning casual viewers into brand advocates.
This approach creates a community around the brand, not just customers.
Takeaway:
You don’t need fancy production or slick campaigns to win on TikTok. Being genuine, bold, and a little quirky can make your brand truly unforgettable.
Injecting personality and humor helps build real connections with your audience, something TikTok users crave. When done right, offbeat content can turn even everyday products into moments that stick with people long after they watch.
Do TikTok Stories actually matter?
TikTok Stories might feel like a blink-and-you-miss-it feature, but don’t write them off just yet. While they disappear after 24 hours, their impact can be surprisingly powerful within that short window.
Unlike videos or Carousels that build momentum over days or weeks, Stories are built for urgency. They're casual, quick, and raw, which is exactly why they work.
TikTok’s algorithm also gives them a little push, often placing them front and center on the “For You” page or your followers’ feed bubbles, maximizing visibility quickly.
There isn’t as much hard data yet on their exact lifespan stats like there is for videos or Carousels, but here’s what we do know: stories are great for real-time engagement.
Polls, quick updates, behind-the-scenes content, or even just a “good morning” from your brand can feel like a personal check-in.
For brands, that’s gold. They're less polished, more spontaneous, and invite interaction without pressure. It’s your chance to show up as a human, not just a handle.
One brand that truly masters TikTok Stories is Scrub Daddy. Yes, the smiley sponge brand. Scrub Daddy may seem like an unlikely TikTok star, but they have mastered using Stories in clever, low-effort ways that feel totally on-brand.
What they do well:
They post quick product demos, cleaning hacks, and funny replies to comments, often shot on a phone with zero frills.
They use Stories to amplify fan content, show behind-the-scenes looks at HQ, and hop on trends as they happen.
Their tone is consistently cheeky, chaotic, and unfiltered, which feels native to the Story format.
Why it works:
Their Stories feel like a friend sending you updates, not a brand broadcasting content. The lack of polish is exactly the point and it mirrors TikTok’s spontaneous culture.
Takeaway:
TikTok Stories may not last long, but the right ones don’t need to. If you've got a brand voice that thrives on immediacy, humor, or authenticity, Stories are your playground. Use them to test ideas, stay visible, and build that casual, daily bond with your audience. Sometimes, the most fleeting content leaves the strongest impression.
How can you identify your top-performing TikTok posts?
Alright, now that you know how TikTok content performs across the board, what about your brand? Which formats actually move the needle for your audience?
That’s where Measure Studio steps in. It helps you dig into your own content with tools like post benchmarking, AI content analysis, and custom metrics. Here’s how you can make it work for you:
Let auto benchmarking do the heavy lifting
Measure Studio automatically benchmarks each of your posts against your past content and overall channel medians. So if a Carousel quietly racks up saves or a random post starts outperforming your norm, you’ll know exactly when and why it’s happening.
Find out what the algorithm sees with Post Content AI
Ever posted something and thought, “Why didn’t this hit?” or “What made this one pop off?” Post Content AI decodes your captions and visuals, analyzing tone, structure, and intent. Then it shows you how well it lines up with your top-performing posts.
Compare different formats using Post Groups
Not sure whether to double down on Carousels or experiment more with Reels? With Post Groups, you can stack formats side by side like Carousels vs. videos, campaigns vs. daily posts, and see which ones are pulling real weight. It’s like social media A/B testing, minus the chaos.
Wrapping up
When it comes to TikTok, no single format is a silver bullet. Videos, Carousels, and Stories all have their strengths, and using a mix of them is what helps brands truly connect and keep their audience engaged over time.
Finding the right balance means you're not putting all your eggs in one basket, you're giving your content more life and reach. And that’s how you win on TikTok.
Curious about which formats work best for your brand? Measure Studio makes it easy to see what’s really performing and where to focus your energy.
Want to stop guessing and start growing? Give Measure Studio a try and make your TikTok content count.
Frequently Asked Questions
How often should I be posting each type of TikTok content?
The answer depends on your goals, but generally, a healthy rotation works best. Videos should be your daily touchpoint. Carousels can show up once or twice a week when you have something deeper to say.
How long do TikTok posts types stay relevant?
TikTok videos peak quickly, with about 72% of views on day one, but can keep gaining views for up to 35 days. Carousels have a slower start but build momentum steadily over about 20 days, offering consistent engagement. Stories disappear after 24 hours but can create powerful, immediate engagement through their sense of urgency and casual tone.
How can brands measure which TikTok post types perform best for them?
Brands need more than just likes. Tools like Measure Studio help by benchmarking your posts against your past content, analyzing captions and visuals with AI, and comparing formats side-by-side. This way, you can understand what works, optimize your content mix, and invest time and budget where it truly counts.
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