When crafting a social media strategy today, TikTok deserves serious consideration. The short-form video has the highest ROI. So, TikTok is now one of the most influential platforms. It’s projected to reach 2.2 billion users by 2027. Its growth and engagement rival any central social platform. This allows brands to connect with audiences through creative, bite-sized content.
On TikTok, authentic content truly stands out. Unlike other platforms, where polished posts dominate, TikTok users prefer real, relatable videos. TikTok’s appeal lies in its unfiltered, engaging content. This sets it apart from Instagram and Facebook. Brands prefer highly edited visuals there.
TikTok is a top platform for businesses. It helps them connect with millennial and Gen Z investors. Its unique approach and vast reach make it ideal for engaging young audiences.
TikTok’s unique style fosters a deep bond between creators and their audiences. It’s hard to replicate that on other platforms. TikTok is full of content. But, it has great potential for creators. They can combine real connections with effective marketing. This balance can make TikTok a powerful tool for reaching audiences.
What is TikTok marketing?
TikTok marketing is promoting a brand, product, or service on the platform. It involves collaborating with influencers, creating viral content, and using user-generated posts. These approaches boost engagement and build authenticity. They make TikTok a great tool for reaching audiences.
TikTok marketing can help businesses:
- Increase brand awareness.
- Provide customer service.
- Build engaged communities.
- Sell products and services.
- Advertise products and services to targeted audiences.
- Get feedback from customers and audiences.
What is TikTok influencer marketing?
TikTok influencer marketing allows businesses to collaborate with creators to promote their brands. In these partnerships, companies pay for content that shows their products. A kitchen brand might sponsor a foodie influencer to share a TikTok. The TikTok would highlight its blender.
Influencer marketing can also be more subtle. For example, a creator can seamlessly incorporate a product into their video.
What is TikTok affiliate marketing?
Influencer marketing feels unregulated. There are few guidelines beyond labeling content as sponsored. In contrast, affiliate marketing provides a reliable, approved strategy for promoting products.
Affiliate marketing is a strategy. Creators promote products and earn a commission on each sale. You’ve likely seen it when an influencer shares a discount code. For example, “Use Alyssa20 for 20% off these shoes.” This lets the brand track sales linked to the influencer. They then pay the influencer based on the code’s usage.
TikTok’s affiliate marketing connects you with creators. It tracks all sales and handles payments to creators for you.
TikTok provides three distinct options for affiliate marketing:
- The Shop Plan is TikTok’s basic affiliate option. It allows you to set a standard commission rate across all your products. For instance, creators might earn 5% on each sale they generate.
- The Open Plan lets businesses set different commission rates for products. It makes the plan available to all creators on the platform.
- The Targeted Plan lets you invite selected creators to promote particular products.
Benefits of TikTok marketing
Unlike Facebook and Instagram, TikTok’s algorithm favors videos from new creators. Its homepage shows content from accounts you don’t follow. This unique approach gives marketers a big advantage. It lets them reach wider audiences, even without a large follower base.
TikTok’s interface aims to engage users and keep them on the app longer than Facebook or Twitter. Additionally, the option to include a “link in bio” makes TikTok an ideal space for marketing and sales.
TikTok is highly effective for reaching a younger audience, with 62% of users between the ages of 10 and 29. Align your content with Gen Z’s interests. Using their insights and the platform’s algorithm can help you go viral.
Using TikTok for marketing offers many benefits:
Every video has a chance for virality.
Facebook’s algorithm prioritizes posts from friends and family. It focuses on familiar people and content.
In contrast, TikTok promotes content from new creators. Every video can go viral, regardless of the creator’s follower count. This discovery-driven approach sets TikTok apart.
People are buying what they see.
Using TikTok ads, brand takeovers, or product videos can boost visibility and sales. Studies show that nearly half of TikTok users buy from brands they find on it.
TikTok inspired the phrase and hashtag, “TikTok made me buy it.” It shows the platform’s influence on buying decisions. Users often buy items they find there. Some industries see very strong results. A survey found that 89% of users reported purchasing a beauty product after seeing it on TikTok.
TikTok shopping is growing fast. Brands and creators are using its shopping tools to convert viewers into customers. This in-app shopping experience lowers conversion barriers, making purchases simpler and faster.
TikTok influencer marketing is enormous.
Brands see TikTok’s potential. They want to use creators to market their products. Creators can earn income by making sponsored videos that promote these offerings.
TikTok creators can gain millions of followers. Niche communities thrive on the platform. As a niche gains popularity, it often forms a unique TikTok subculture. Examples include #BookTok, #FilmTok, #CleanTok, and #GayTok.
Like influencer marketing on other platforms, TikTok’s success depends on the right influencer. Fortunately, with well-defined niches, finding influencers in your specific field is straightforward.
TikTok works well with Instagram.
For those with an established Instagram presence, TikTok offers helpful integration features. A link button on your TikTok profile lets viewers access your Instagram and an external link.
TikTok lets you automatically share to Instagram. You can instantly post your TikTok videos to your Instagram Stories or feed.
How to create a TikTok marketing strategy
To align your TikTok marketing with your business goals, follow these steps. They will help you design effective campaigns on the platform.
Set up a TikTok business account.
A TikTok business account offers tools to master the platform and track trends. It includes access to a commercial music library, audience insights, and performance analytics. Plus, it offers a web-based business suite.
It’s simple but vital to create a TikTok business account for marketing on the platform. First, download the TikTok app from the Apple App Store or Google Play. Then, register and follow the setup prompts to get started.
- Head to your profile page.
- Tap the hamburger icon in the top right corner, then select Settings and Privacy.
- Under Account, tap Switch to Business Account.
- Follow the instructions provided to switch your account type.
Define your target audience.
TikTok is widely prevalent among Gen Z but also attracts other demographics. Gen Alpha is a new group of future consumers on the platform, and usage is also increasing among Boomers.
To find your TikTok audience, envision your ideal customers.
- Location: Consider where your ideal customers are; even knowing their country can be useful. For local or regional businesses, narrow to those areas for better targeting.
- Age: Determine your customers’ age range. Keep it broad unless you’re sure your target audience is in a specific life stage.
- Gender: Consider your audience’s gender identity. It’s crucial for some brands, but not for others.
- Interests: Consider their interests and hobbies. They can inspire content ideas and improve audience targeting. This applies whether they like cooking, hip-hop dance, or yoga.
- Career/Industry: Consider their industry and job titles, though this may vary in relevance based on your brand.
- Income level: Find your target buyer’s income. Are they budget-conscious or willing to spend on premium products?
- Relationship status: Consider their relationship status: single, dating, or married. It matters for wedding-related industries.
- Favorite sites/apps: Consider the websites they visit often. Are they daily users of apps like Instagram or Pinterest? What essential apps do they rely on?
- Motivation to buy: Think about why this person would choose your product. Do they want a status symbol? Or, do they need a quick way to fit workouts into a busy life?
- Buying concerns: What might hold them back from purchasing your product? Are there concerns about quality?
- Other info: Also, consider their education, life stage (like new parents), and relevant events they attend.
Understand the platform’s landscape.
On TikTok, you compete with both businesses and content creators. Like other social media, TikTok is full of brands and individuals. So, you are competing for attention on many fronts.
Check if your business competitors are active on TikTok. If they are, observe the types of content they share and note which posts gain high engagement. This can help you know what resonates with their audience, likely like yours. Yet, always focus on creating original content and avoid copying ideas.
Search relevant hashtags, note trending sounds, and check your For You page. This will help you explore TikTok content in your niche. Look for patterns that may align with your business competitors’ strategies.
Figure out your promotion strategy.
Besides building your TikTok profile and content, you can boost your marketing. Use influencers and paid ads on the platform.
Influencer marketing on TikTok is a great way to gain social proof. It showcases your brand and products to a wider audience. This strategy is especially effective on TikTok, a creator-centered platform like Snapchat.
To use TikTok influencers in your marketing, find creators who fit your industry and audience. Connect with them on the platform. Consider offering free products in exchange for a video review and honest feedback. This will help both your marketing and product development.
TikTok Ads Manager provides tools to boost ad visibility among targeted audiences. Omolola Jewellery uses organic posts and paid TikTok ads to expand its reach. This was vital during the pandemic when customers couldn’t visit their stores.
10 TikTok marketing tips
Once your strategy is in place, it’s time to take action. As you create and share your marketing content, keep these TikTok tips in mind.
1. Go live
TikTok’s LIVE feature connects you with your audience in real time. It creates a personal bond with your followers. Going live is a great way to boost visibility and engage viewers on the platform.
When you start a TikTok livestream, the app notifies your followers. Your stream appears at the top of their For You page. With so many creators on the platform, this prominent placement is invaluable. TikTok promotes live streaming, which makes the feature accessible and impactful.
Create a list of answers for FAQs. Update it after each TikTok LIVE. Try to answer relevant questions during the session. Also, thank followers who send stickers or emojis, as they have small value.
2. Be authentic
Amid TikTok’s vast content landscape, standing out with authenticity is key. Don’t post salesy content. TikTok users seek entertainment and information, not sales.
Spend some time exploring TikTok before launching your marketing efforts. The algorithm will learn your likes. It will then show you inspiring, high-quality content. It can spark ideas for your own engaging videos.
TikTok is crafted to foster a community vibe with genuine, relatable content. High-end 4K videos and overly polished, corporate-style edits can feel out of place. They may disconnect users.
Most content comes from smartphones. So, your TikTok page may feel less polished than your other social media.
3. Get the gear
Record videos directly within the TikTok app on your smartphone. The app has beauty filters and lighting options. They improve video quality, even in poor light.
You can use professional gear and advanced editing tools to make TikTok videos. But, the time spent often doesn’t yield much better results.
Sound quality is essential and shouldn’t be overlooked. An iPhone mic may suffice. But, clear audio boosts replays and shares.
4. Keep it simple.
Just as a tweet can’t hold an entire novel, a TikTok can’t capture a full-length movie. Keep your videos short and engaging for easy viewer consumption.
Limit videos to 15 seconds for quick insights. Use 60-second clips for deeper explanations, but only occasionally. For key topics, break them into several 15-second segments. This will boost engagement and replay value.
View each TikTok video as a distinct story for your audience. Too little content may leave them wanting more. But, too much can cause them to lose their attention.
With most For You page videos at seven to ten seconds, a 60-second video can feel too long. It often exceeds users’ attention spans.
5. Connect in the comments.
TikTok’s algorithm is great at showing your video to potential followers. But that’s the beginning. Once it captures attention, engaging and retaining viewers are up to you.
TikTok comments offer an excellent space for conversation and engagement. Join often to communicate with your viewers. You can also like comments you want to acknowledge. There is no need for a full response.
If your posts get popular and replies take too long, try a bulk response to the comments. Make a guide to sort frequent comments. Decide which ones to reply to. You can then reply to common questions with a longer video, livestream, or video response, like an FAQ.
TikTok has strong filters that remove comments with certain keywords. They help reduce spam and troll interactions.
Comments are key on TikTok. So, engage with each one while your channel is still small. This level of interaction sets you apart. Few brands respond regularly.
6. Consider accessibility and legibility.
Successful TikTok creators often add titles at the start of their videos. This gives viewers a quick preview when they scroll through their profiles. Using colored titles can help organize content. They guide viewers to topics of interest and boost viewership.
TikTok’s interface overlays appear on the bottom and right sides of the screen. So, position titles in the center. Placing key content away from the edges ensures it’s visible on all phone aspect ratios.
Add closed captions to your TikTok videos whenever possible. This makes them accessible to all viewers, regardless of context. The app’s timed text feature simplifies this process, adding only a few minutes to your editing time.
7. Take advantage of features.
TikTok regularly releases new features, like GIF stickers, titles, and filters. The algorithm is a mystery. But these updates let you keep your content fresh and engaging for your audience.
Consider joining TikTok’s beta program. It offers early access to new, unreleased content creation tools. Most users don’t have them yet. It can help you stay ahead of the competition. You’ll be informed about platform updates.
8. Maintain a consistent posting schedule.
Many creators achieve excellent results by following a consistent posting schedule. Posting once or twice daily and going live a few times a week keeps content fresh and engaging. It won’t overwhelm followers.
The platform has a constant stream of new videos. So, sharing fresh, engaging content helps keep you visible in the algorithm.
9. Experiment with TikTok stories
TikTok Stories let brands explore temporary content, like Instagram and Snapchat. This format is great for sharing behind-the-scenes moments. It teases upcoming products, keeping followers curious and engaged. Stories enable interactive features like polls and countdowns. A sports drink brand might involve its audience in choosing a new flavor, like piña colada or cherry lime. This fosters a sense of participation.
Keep it simple. TikTok Stories are brief, genuine moments that enhance your main content strategy. You can also repurpose Instagram Stories. Or, combine your TikTok Stories into a longer video later.
10. Monitor your TikTok analytics.
Monitor your TikTok performance by accessing the app’s built-in analytics. Go to your profile, tap the menu in the top right, and select “Creator tools” followed by “Analytics.” This section has data on views, interactions, and traffic sources. It includes likes, comments, shares, and search terms, too. The organization comprises “Overview,” “Content,” “Viewers,” and “Followers” categories.
Leverage user data insights to improve your TikTok content strategy. Observe which videos resonate most and adjust your content to match audience preferences. Use the “Search queries” section to find popular terms. Consider focusing on these to boost visibility.
TikTok marketing trends
To succeed on TikTok, brands must embrace its unique trends. They should create genuine, natural content. Strategies from other social media won’t work. TikTok needs a unique approach.
1. Keep up with meme culture.
Use TikTok’s Explore page as a guide to stay updated with its evolving meme culture. This section highlights trends, from popular dance routines to new pranks. Keep an eye on trending sounds as well; they’re often central to viral content and hint at upcoming trends.
TikTok trends often reflect current pop culture, including hit movies and catchy songs. Yet, important not to feel compelled to take part in every trend.
In 2024, Taylor Swift launched The Tortured Poets Department. TikTok saw a surge of content about her new songs. Stanley, the famous drinkware brand, preyed on this trend. It made a carousel video that matched its colorful products to each track’s mood. The video got over 3.5 million views and 410,000 likes.
2. Encourage UGC content.
UGC is vital on TikTok. Smart brands are using it in their marketing. UGC is content from customers or fans. It highlights your products or services in their unique style. This can include unboxing videos or personal reviews on the platform.
The charm of user-generated content (UGC) is its authenticity. It features real TikTok users sharing their experiences, not brand messaging. To promote UGC, host contests, create branded hashtags, or engage with your top fans. Once you have valuable UGC, boost its reach with TikTok’s Spark Ads. They let you promote organic content while keeping its native, authentic appeal.
3. Attach a face (or two) to your brand.
Unlike Instagram and Facebook, TikTok users want a personal connection. So, marketing there should focus less on product displays. They prefer engaging with real people rather than faceless brands. To foster this connection, introduce your audience to the individuals behind your brand.
Consider showcasing founders, team members, or both in your TikTok content. Showcasing the people behind your brand makes you more relatable. It builds an authentic presence on the platform.
4. Build a recurring content series.
TikTok thrives on new content. But users often seek updates from their favorite creators. Many look forward to restaurant reviews from their favorite foodies. Others love unboxing videos from trusted tech reviewers. Brands can capitalize on this by creating their own recurring content series. A consistent, recognizable format gives your audience a fun, familiar thing to expect.
At TileCloud, Ella launched a 30-day series. It turned viewers’ Pinterest boards into reality using the brand’s tile products. This campaign invited the audience to submit ideas. It made TikTok videos that showed both the ideas and TileCloud’s expertise.
5. Stitch or duet with popular and relevant videos.
To succeed on TikTok, brands must adopt a creator mindset. This is crucial when using features like Stitches and Duets. Stitches let creators react to another user’s video, reshaping it. Duets let users film alongside an existing video. They create a split-screen effect, perfect for reactions, collaborations, or challenges.
Brands can use Stitches and Duets to have real conversations. They can respond to negative reviews and thank users for positive feedback. They can also join discussions about their products or industry. Yet, brands must use these features with caution. Overly promotional content may require them to pay creators for usage rights.
3 TikTok marketing tools
1. Iconosquare
Are you struggling to manage many apps for your social media efforts? Use a single marketing tool to simplify your life. It will combine all your social media, including TikTok, into one dashboard.
A major apparel brand with a social media team of over ten uses Iconosquare to manage its marketing. This platform handles everything. It streamlines their entire process. It plans and schedules content manages many TikTok accounts, and analyzes competitor ads.
Iconosquare pricing
- Single user: €49.00/user/month.
- Teams: €49.00/user/month.
- Custom pricing for specific solutions.
2. Social Champ
Many TikTok marketers plan their social media calendars. They prepare content for key events, like festivals and major sports. This ensures their TikTok posts are created and scheduled for peak engagement.
Marketers use Social Champ to manage their social media calendars. They can schedule many TikTok videos and posts. They can also track their TikTok campaign performance, all from one dashboard.
Social Champ pricing
- Free.
- Champion: $26/month (2 users).
- Business: $89/month (6 users).
- Agency: Custom pricing.
3. CapCut
Your CMO shared a viral TikTok from a competitor. Now, she expects you to go live and produce similar ads that will resonate with your followers. Yet, you’re concerned about the time and budget required for a full campaign.
CapCut’s TikTok creator tools enable you to produce high-quality videos on time and at a low cost. This advanced video editor enables users to create impressive content on the platform.
CapCut pricing
- Free.
- CapCut Pro: $9.99/month or $74.99/year.
4. PicsArt
Templates are a valuable asset for TikTok marketers. They provide ready-to-use options. These help marketers engage with trends rapidly and create viral posts.
PicsArt is a full image and video editing app. It has premium templates and AI tools for various occasions. They can boost your TikTok marketing.
PicsArt pricing
- Free.
- PicsArt Plus: $5/month billed yearly.
- PicsArt Pro: $7/month billed yearly.
Faqs
What does a global marketing director on TikTok do?
A global marketing director on TikTok oversees marketing on the platform. They must ensure the content connects with a diverse audience and meets the brand’s goals.
How do you do affiliate marketing on TikTok?
To do affiliate marketing on TikTok, create engaging content that showcases products. Use affiliate links in your bio or videos. Also, collaborate with brands to promote their products.
Can a global marketing director on TikTok help with affiliate marketing?
A global marketing director on TikTok can offer key insights. They can provide strategies for affiliate marketing. This will ensure campaigns reach the right audience and succeed.
What are some effective strategies for a global marketing director on TikTok?
Use trending content. Use TikTok’s features like duets and stitches. Engage users with authentic interactions.
How can I measure success in affiliate marketing on TikTok?
You can measure success in TikTok affiliate marketing by tracking metrics. Check engagement rates, click-through rates on affiliate links, and sales from your campaigns.
Conclusion
In conclusion, using TikTok for marketing offers a unique chance for brands. It can engage a diverse audience through affiliate marketing. Marketers can improve their presence. They can use templates, work with creators, and master the platform’s dynamics. TikTok has great potential, whether you’re a marketer or a creator. Its success awaits those who navigate its landscape or monetize their influence. Embrace the platform’s new features and trends. Your marketing will thrive in this vibrant digital space.