Categorized as Social Media

TikTok Marketing Strategy For Business

by Andre Oentoro Originally published   ·  Updated 

Did you know that TikTok has one of the biggest active users worldwide? Today, there are over 800 million users active on the platform. It makes TikTok a perfect medium to run a campaign considering how progressive the online channel is. 

If you’re a marketer, TikTok marketing is nothing new in the business. With the exponential growth of TikTok users, many companies have decided to open up their official channels in order to acquire more customers.

TikTok users spend about 52 minutes each day, just right behind Facebook and Instagram—making it more feasible for brands to build the audience from the platform. It’s a further reason as to why businesses plan to perform TikTok marketing from now on. 

Why Use TikTok Marketing?

Social media, in general, has helped businesses to analyze the right market. It allows companies to reach out to a broader audience since the online platform can transfer messages across boundaries.

TikTok, however, is a brand-new social network with the fastest-growing users over the years. It’s popular among teenagers for its unique function where users can upload short 60 second videos. The audience is diverse, making this app a fun place to connect with strangers.

Moreover, artists’ presence on the platform generates a new kind of movement where TikTok users can join the trends. The hashtags #kikidancechallenge or #snowmanchallenge is an excellent examples of how popular the movement is among users. Incorporating the TikTok algorithm into your content strategy, such as following trends and using relevant hashtags, can help improve visibility, reach a wider audience, and promote your brand.

How TikTok Works For Business

TikTok can create an overnight craze. The engagement rate is massive enough that businesses can literally sell out products from a single post on TikTok. That’s how powerful this channel is.

Businesses can benefit from this extensive metric by producing the right content on TikTok. Useful video content helps the brand raise awareness and increase exposure. One of the best TikTok content is video challenges. 

Challenge allows your brand to gain popularity fast. It’s an excellent method of promoting the business without giving off the salesy vibe. TikTok users show this kind of video challenge as a way to keep up with the current movement. While as marketers, it’s the best route to capture the attention.

Five Ways to Promote Your Brand with TikTok Marketing

1. Follow TikTok Trends

To understand what your target audience is up to, you need to keep an eye on the trends. Following the updated movement is essential to place your brand into the users’ perspective. Wearing their shoes will make it easier for you to create relevant content.

When you produce hot-topic content, people who consume similar information will quickly catch your bait as it shares the current value. They process your message relatively fast compared to unrelated video content. 

However, TikTok trends change like the speed of light. They tend to push new potential content every here and then. It’s crucial to keep both eyes on the latest update as it affects the metrics of your content.

2. Incorporate the Right Hashtags

TikTok relies heavily on the use of hashtags to sort out videos. It’s vital to understand what the audience loves to watch before incorporating suitable hashtags.

Checking current trends is one of the ways to apply hashtags. Other methods include exploring the discover section to see what trending hashtags are at the moment. Place the right hashtag on your content to improve search; however, it’s best not to overdo it as it decreases the video impact later on.

Instead of inserting only popular hashtags available on TikTok, you need to include the tags relevant to your brands or products. Using a bunch of hashtags won’t bring your content on top of the search. Rather, they will sink you in the sea of content where overpopulated videos stay there. While incorporating suitable hashtags related to your business can help you target the right audience.

3. Set A Hashtag Challenge

Hashtag challenges can collect the audience fast and deliver the message effectively. This campaign is popular among marketers to gather users organically. 

Setting challenges allows users to recreate and spread the information faster. It’s one of the best methods to raise awareness in a short time. 

You can also create content where users can participate in. For example, make a template to choose between several options or a question template about the current trends. Users enjoy the content more when they relate to it.

4. Keep Up with Influencers

Like other social media platforms, TikTok has its own influencers with millions of growing followers. The presence of influencers is as significant as the artists’ channel. They can affect their supporters when it comes to making decisions. 

Businesses have seen influencers as a great investment to gain customers. These people can influence their loyal fans to follow what they precisely do. That’s the reason why brands want them to stay on their side.

Since TikTok influencers’ surge never sees an end, it’s crucial to triple-check the type of influencers you want to invest in. You can start with understanding their audience and what kind of content they share. You might as well check their posting activity to ensure your message is delivered well. And, one of the most vital things is whether these influencers fit the value of your brand.

5. Use TikTok Ads

TikTok has launched an advertising system for businesses to promote their brand much effectively. It provides three types of ads like the following:

In-feed native ads

Similar to the Instagram story where the brand can place a website link and order button on the ad, the in-feed native ad allows you to do the same. With the insertion of an official link, users can directly visit your sales page without leaving the ad. 

Although the video ad is skippable, there’s another feature that you can make good use of, the metric. With the analytics, you can track how many times a video ad is viewed, the engagement and click-through-rates, as well as the total impression you get.

Hashtag challenge ads 

Unlike regular hashtag challenges where you start organic trends, the user receives a banner that leads them to your promotion page with this ad. On that page, there’s an instruction for a challenge that they can begin immediately. 

Through this banner challenge ad, you receive analysis like banner clicks, views, and trending slots when users start the challenge. With this targeted ad, you have a higher chance of getting conversion as you have set the right audience.

Brand takeover ads

Since TikTok video relies on pictures and GIFs to improve the content, these images are set to be a perfect ad. The brand takeover ad uses images, short clips, and GIFs that link to the product landing page or specific challenges.

This ad structure is fantastic as they are eye-catching to the audience. It won’t take several actions for users to land on the brand’s promotional page. They are easy to use and able to gather users quickly.  

Wrapping It Up

TikTok has grown dramatically over the past years. It’s been downloaded over 2 billion times in both App Store and Google Play in 2020. Considering the future potential growth, many companies have invested in TikTok marketing to acquire a wider audience.

This social network is no longer a random teenage app with cringe lip syncs. It has become a powerful medium for marketers to spread the brand message effectively. Thanks to the active users, any challenge can top the trend’s throne overnight—making this a perfect place to run a campaign.

However, getting into the movement is still challenging if you’re new to TikTok marketing. Follow the steps above to set the best way to promote your brand on this platform. Once you understand the rules, it becomes easier to reap the benefit of this marketing strategy


About the Author

Natasha Rei is the Digital Marketing Manager of Explainerd, an explainer video production agency. She ensures strategic goals are met by directing online and social media campaigns.

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