With over 1.59 billion global users, forecasted to increase to 1.9 billion by 2029, TikTok is among the most popular social media platforms. But that’s not it. The platform’s uniqueness lies in its ability to mix entertainment with discovery in an organic way.
Its strength comes from how quickly trends spread and how user-generated social media content drives visibility far beyond paid promotion. Unlike other social media platforms built around polished branding, TikTok relies on creativity and authenticity. That’s why brands need a distinct approach that matches TikTok’s culture.
Worry not; we’ve got you covered. Our guide takes you through the steps of acing TikTok marketing. We also share examples from brands that’ve already mastered the art of marketing on the platform.
TikTok marketing means using the platform’s short-form videos to promote a brand, product, person, or idea. Marketing on TikTok can include paid ads, influencer partnerships, or organic content that aligns with what people already enjoy watching.
Most businesses do this by building visibility through genuine interaction instead of traditional advertising. While you’re at it, jumping on the TikTok trends bandwagon also helps. We’ll discuss it in detail below.
TikTok is the fastest-growing platform, reaching a record of 1 billion users in September 2021—in just four years since its launch! By contrast, it took twice the time for Facebook and Instagram to reach that mark.
On TikTok, every video gets an equal chance to go viral. Unlike Facebook and Instagram, where you can only view content from the pages of people you follow or are friends with.
A unique video or content that people relate to, no matter who puts it up, can instantly go viral here.
Since the content is genuine, many people actually buy what they see here. According to research, about half of the TikTok audience buys brands they've viewed on the app in some form, like a trend, ad, or challenge.
In fact, 89% of TikTok users polled in a survey said they bought beauty products they viewed on TikTok. Similarly, 74% of people who viewed a Dynamic Showcase Ad on the platform were likely to seek more information about the product.
Another good thing is the platform links up with Instagram and YouTube, so whatever you put up on it also gets you views on Instagram and YouTube. Other benefits to businesses advertising on the platform include the following. Businesses can:
Of course, the first thing you need for TikTok marketing is a business account on the app. The business account features email buttons, a business creative hub, a commercial music library, a call-action button, DM auto-replies, and more.
You can also switch your private account to a business account for free.
TikTok is a bustling yet engaging and creative platform. The tone here is fun, so marketing your products is genuinely going to increase your reach and engagement. Check out this article: What Is Video Content Marketing?
The platform has also started out promoting certain ‘trends’ that people are hooked on and actively promoting brands and products. You, too, can use these trends or come up with your own and use that to your advantage.
For example, Laura Mercier came up with the #readySETgo challenge, which performed quite well on the platform. People started posting their own videos using their products and actively promoting the brand.
The more you track these trends, the more ways you can incorporate them into your brand message and stay ahead of the competition. The best part is that TikTok has no budgetary constraints or hefty ad promotion charges.
You don't even need a fancy setup to shoot your TikTok videos. In fact, many of the videos that have made it have been shot in gardens, houses, and even car parking lots.
Another great thing about the platform is that even if you have absolutely zero followers, you can still get millions of views and likes on your videos.
So, you should focus on making your content stand out rather than increasing your likes and followers.
So, are you ready to start your own winning TikTok marketing strategy? Here, we will go through the step-by-step process of planning and leveraging TikTok marketing.
First of all, you need to set up your TikTok business account. It's easy to create and the best way to keep you abreast of the latest trends and tools for business content creators.
This platform is like a library. You get many performance indicators for your ads, customer information, and tools and features to edit your content.
So, just download the TikTok app from the Google Play Store or the Apple App Store and register for a TikTok account. Here’s how you can do it:
Here’s a short video by United Globally on how to create a TikTok account:
Make sure to always use the high-resolution picture of your logo as your profile picture. Your username, your business name, and preferably without spaces.
Next, you will write an 80-character bio about your business.
TikTok is a diverse platform with something for everyone, so it's not just for Generation Z or millennials but also trending well amongst boomers. Moreover, Generation Alpha is an emerging market of future customers likely to use the platform. In fact, 15.9% of the platform’s users are between the ages of 35 and 44, while 8.8% are between 45 and 54 years.
So, you need to find your audience here. This will allow you to customize your messages and increase your chance of bonding with a suitable customer base.
Here’s an interesting video by Archie Mereuta on how you can find your target audience on TikTok:
Some factors that will help you outline your audience are as follows
Jot down your promotion strategy. The platform allows you to create original content, but you can also look up TikTok influencer marketing or go for affiliate TikTok marketing.
Hook up some TikTok influencers to promote your brand.
It is best to go with influencers who regularly post content relevant to your brand. For instance, if you have a clothing business, you should look for an influencer who promotes or models clothes.
Many brands also use TikTok affiliate marketing, where the influencer promotes their product with their personal code, giving the new buyers a certain discount on every purchase. For example, Hello Fresh partners with influencers and gives them discount codes that they can share with their followers for up to 50% off on their first order.
You can also find influencers who work as Shopify collaborators, collaborating with brands that go with yours, like complementary product lines.
The good thing is that you can easily reach these influencers directly via messages. You can also send them free products and ask them to post videos of their experiences and honest reviews.
For example, Sephora actively uses influencers for TikTok marketing. Here, sabrynasalmon is reviewing some of the products she just bought.
Hashtags play a major role in TikTok’s marketing system. They help brands spread their campaigns, invite participation, and make content easier to find.
When used strategically, hashtags can turn a single post into a trend that sparks thousands of user-generated videos. For example, the #ShotonIphone hashtag has over 405.3k videos on TikTok.
Campaigns built around hashtags encourage users to join in and add their own spin, creating organic exposure that paid ads alone can’t match. A great example is #TikTokMadeMeBuyIt, which started as a casual trend and quickly grew into a massive movement influencing buying decisions worldwide.
Here are a few points to keep in mind when using hashtags by Robert Benjamin.
Now, start posting different types of content to see what works. Here are a few content strategies to attract customers.
You can follow the trending hashtags and recreate content or incorporate the trending memes into your brand message.
The platform features built-in filters, sound bites, and editing tools to help you create and edit your content.
Keep in mind that the platform's reach is fantastic, but your content can only have an impact if it touches hearts or resonates with your audience.
Marketing Explained has an excellent video on TikTok marketing ideas for brands.
You can use your ad budget on the platform to reach an even wider audience here.
A large majority of TikTok users (71.2%) stated they shopped whenever they found something interesting on their TikTok feed, and over 58% of users said they used the platform for shopping inspiration.
Even better, the number of TikTok buyers has increased to 51.5 million. By 2027, it will reportedly reach 55.6 million.
That’s a huge opportunity for brands willing to advertise strategically. TikTok offers several ad formats suited for different goals.
You should test different ad types and then measure relevant metrics, like leads and conversions, to see which ones work best for your brand. The following video is quite helpful in this regard.
Now that you have your marketing strategy, you can use the platform to build your audience. Here are a few further tips that’ll help you.
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TikTok marketing works best when brands stay authentic and adapt to the platform’s fast rhythm. Success here doesn’t rely on expensive production or hard selling. It comes from entertaining people and understanding the ongoing trends on the platform.
If you need extra assistance, work with a TikTok short-form video production company like INDIAP to create a TikTok marketing strategy that gives you a solid presence on the platform. With INDIRAP’s expertise in creating social media content, you’ll surely build visibility on TikTok.
Book a free, no-obligation Discovery Call today to share your TikTok marketing plans.
TikTok focuses on creativity and short-form storytelling. Its algorithm gives every video a fair chance to go viral, so it’s easier for brands to grow organically compared to other social networks.
In-feed and ecommerce-focused ads perform best for conversions, as they blend into the user experience while including clickable links, product tags, and call-to-action buttons.
Ideally, you should post 1 to 4 times per day. The more regular you are in publishing content, the higher the chances of your content appearing on the “For You” page.
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