How to Use TikTok for Marketing: Tips and Best Practices

If you’ve been paying attention to social media trends over the past few years, you’ve likely heard of TikTok. With over a billion active users, TikTok has taken the world by storm and has quickly become one of the most popular social media platforms in the world. But what makes TikTok unique, and how can you use it for marketing purposes?

TikTok is not your typical social media platform. Rather than focusing on text-based content, TikTok is a video-sharing app that allows users to create short, 15-second videos set to music. The app’s target audience is primarily Gen Z, with 60% of users between the ages of 16 and 24. This means that if you’re looking to reach a younger audience, TikTok is the perfect platform for you.

But with any new platform, using it for marketing requires an understanding of its unique features and target audience. TikTok’s algorithm is designed to show users content that they are likely to engage with, which means that your content has the potential to reach a wide audience, even if you don’t have a large following.

In this article, we’ll cover everything you need to know about using TikTok for marketing, including tips and best practices for creating engaging content and promoting your brand. By the end of this article, you’ll have a clear understanding of how TikTok works, how to create a TikTok marketing strategy, and how to promote your content on the app. So let’s get started!

Understanding TikTok

Before we dive into creating a TikTok marketing strategy, it’s important to understand the unique features of the app and its target audience. As we mentioned earlier, TikTok is a video-sharing app that allows users to create short, 15-second videos set to music. The app’s target audience is primarily Gen Z, with 60% of users between the ages of 16 and 24.

One of the key features of TikTok is its algorithm. Unlike other social media platforms that prioritize content from users you follow, TikTok’s algorithm is designed to show users content that they are likely to engage with. This means that your content has the potential to reach a wide audience, even if you don’t have a large following.

TikTok’s algorithm takes several factors into account when determining which content to show users. These factors include the user’s past interactions with the app, the amount of time they spend watching a video, and the engagement rate of the video. The algorithm also takes into account the hashtags used in the video, the sounds used, and the location of the user.

Understanding TikTok’s algorithm is key to creating content that resonates with your target audience. By creating content that is engaging and authentic, you can increase the likelihood that the algorithm will show your content to more users.

Some brands have already found success on TikTok. For example, cosmetics company e.l.f. Cosmetics has amassed over 3 million followers on the app, thanks to its fun and engaging content that includes makeup tutorials and challenges. Another example is the NBA, which has gained over 13 million followers on the app by creating behind-the-scenes content and highlights from games.

To succeed on TikTok, it’s important to understand the app’s unique format and audience. The app is all about entertainment, so focus on creating content that is fun, engaging, and authentic. Use the app’s algorithm to your advantage by creating content that is likely to be shown to a wide audience. By understanding the app’s unique features and target audience, you can create a TikTok marketing strategy that resonates with your audience and drives results for your brand.

Creating a TikTok Marketing Strategy

Now that you understand the unique features of TikTok and its target audience, it’s time to start creating a TikTok marketing strategy.

The first step in creating a TikTok marketing strategy is to define your goals and target audience. Are you looking to increase brand awareness, drive sales, or engage with your audience in a new way? Who is your target audience on the app? Understanding your goals and audience will help you create a content strategy that resonates with your target audience and drives results for your brand.

Once you’ve defined your goals and target audience, you can start creating a content strategy. There are several different types of content that work well on TikTok, including hashtag challenges, how-to videos, behind-the-scenes content, and influencer collaborations.

Hashtag challenges are a popular type of content on TikTok. These challenges encourage users to create their own content using a specific hashtag. For example, the #FlipTheSwitch challenge, where users switch clothes with someone else in the video, was a popular challenge on the app.

How-to videos are another popular type of content on TikTok. TikTok is a great platform for tutorials and instructional videos. For example, a cooking brand could create short recipe videos that show how to make a dish in under a minute.

Behind-the-scenes content is another effective way to engage with your audience on TikTok. Give users a peek behind the curtain by showing them how your products are made or how your team works. This type of content can help create a personal connection with your audience and build trust in your brand.

Influencer collaborations are another effective way to promote your brand on TikTok. Partner with influencers on the app to create content that promotes your brand. Influencers can help you reach a wider audience and create content that resonates with your target audience.

Authenticity and creativity are key to success on TikTok. The platform rewards content that is unique, entertaining, and genuine. Don’t be afraid to experiment with different types of content and take risks. TikTok is a platform that rewards creativity, so try to think outside the box and create content that is unique to your brand.

One example of a smaller, lesser-known company that has found success on TikTok is sock company Pair of Thieves. The company has gained over 40,000 followers on the app by creating fun and engaging content that includes challenges, dance videos, and behind-the-scenes content. The company’s content is unique and entertaining, and it resonates with its target audience on the app.

By defining your goals and target audience, creating a content strategy that is authentic and creative, and experimenting with different types of content, you can create a TikTok marketing strategy that resonates with your audience and drives results for your brand.

Tips for Creating Engaging TikTok Content

Creating engaging TikTok content is essential to building a successful marketing strategy on the app. Here are some tips for creating content that resonates with your audience and drives engagement:

1. Keep it short and sweet: TikTok videos are only 15 seconds long, so it’s important to keep your content concise and to the point. Focus on creating a message that can be conveyed quickly and effectively in a short amount of time.
2. Use music: Music is a key part of TikTok’s culture, so be sure to incorporate it into your videos. Choose a song that fits the mood or theme of your video, and use the app’s built-in editing tools to sync your video with the music.
3. Use hashtags: Hashtags are a great way to reach a wider audience on TikTok. Choose relevant hashtags that will help users discover your content. Don’t use too many hashtags, as this can make your content look spammy.
4. Incorporate trends and challenges: TikTok is all about trends and challenges, so keep up with the latest ones and consider creating your own challenge to engage with your audience. Using popular hashtags and participating in trending challenges can help your content get discovered by a wider audience.
5. Be creative: TikTok rewards creativity, so don’t be afraid to think outside the box and try new things. Experiment with different types of content, such as stop-motion animation, green screen effects, or split-screen videos.
6. Tell a story: Use your video to tell a story or convey a message. People love to connect with brands on a personal level, so use your video to create an emotional connection with your audience.
7. Use humor: TikTok is all about entertainment, so don’t be afraid to inject some humor into your videos. Funny videos have a higher chance of going viral on TikTok, so use humor to your advantage.

One example of a small business that has found success on TikTok through creative content is Serpent Lane, a clothing brand that creates sustainable clothing from vintage and recycled fabrics. The brand has gained over 17,000 followers on the app by creating engaging content that includes behind-the-scenes footage of their design process, as well as videos showcasing their unique clothing designs. The brand’s content is creative, entertaining, and authentic, which has helped it resonate with its target audience on the app.

By following these tips and creating content that is authentic, creative, and engaging, you can build a strong following on TikTok and drive results for your brand.

Promoting Your TikTok Content

Creating great content is only half the battle – you also need to promote your content to reach a wider audience. Here are some strategies for promoting your TikTok content:

Engage with your audience: Responding to comments and messages from your followers is key to building relationships and keeping them engaged. Engagement helps your content get discovered by a wider audience and can help build trust in your brand.

Cross-promote on other platforms: Sharing your TikTok content on other social media platforms is a great way to drive traffic to your TikTok page. For example, you could share a teaser of your TikTok video on Instagram or Twitter and encourage users to check out your full video on TikTok.

Collaborate with other creators: Partnering with other creators on the app is another effective way to reach a wider audience and promote your brand. Collaborating with other creators can help you create content that resonates with a wider audience and helps you build relationships with other users on the app.

Use TikTok advertising: Consider using TikTok’s advertising options, such as in-feed ads or branded hashtag challenges, to reach a wider audience. Advertising on TikTok can be expensive, but it can be an effective way to reach a targeted audience and promote your brand.

One example of a small business that has successfully promoted their TikTok content is Paper Crane Apothecary, a small-batch skincare company. The brand has gained over 3,000 followers on the app by creating engaging content that showcases their products and behind-the-scenes footage of their production process. The brand also cross-promotes their TikTok content on Instagram to drive traffic to their TikTok page.

Another example is WTRMLN WTR, a beverage company that gained over 20,000 followers on the app by partnering with influencers and creating sponsored content. The brand’s sponsored content featured popular TikTok creators trying the brand’s products and showcasing them in unique and creative ways.

Promoting your TikTok content is essential to reaching a wider audience and driving results for your brand. Engaging with your audience, cross-promoting on other platforms, collaborating with other creators, and using TikTok advertising are all effective strategies for promoting your content on the app. By promoting your content effectively, you can grow your following on TikTok and build a successful marketing strategy on the app.

Conclusion

TikTok can be a powerful tool for reaching a younger audience and promoting your brand. To succeed on the app, it’s important to understand the unique features of TikTok and create a content strategy that is authentic, creative, and engaging. By following the tips and best practices outlined in this article, you can create a successful TikTok marketing strategy and grow your brand on the app.

Remember, TikTok is all about entertainment, so have fun and experiment with different types of content. Incorporate music, humor, and storytelling into your videos to create content that resonates with your audience. Use hashtags, participate in challenges, and collaborate with other creators to reach a wider audience on the app.

When promoting your content on the app, engage with your audience, cross-promote on other platforms, collaborate with other creators, and consider using TikTok advertising to reach a targeted audience.

One of the great things about TikTok is that it’s still relatively new, which means there’s plenty of room for small businesses to make a big impact on the app. By creating engaging content and promoting it effectively, you can build a strong following on TikTok and drive results for your brand.

So, whether you’re a small business just starting out or an established brand looking to reach a younger audience, TikTok is a platform that you can’t afford to ignore. By understanding the unique features of TikTok, creating a content strategy that resonates with your target audience, and promoting your content effectively, you can build a successful TikTok marketing strategy that drives results for your brand.