Common TikTok Marketing Mistakes and How to Avoid Them

TikTok marketing mistakes

About 11 new people begin using social media every second. In fact, the average American now has over seven social media accounts. 

Over 90% of marketers say generating more brand exposure is the top benefit of using social media marketing. If you’re not marketing with TikTok, however, you’ll miss a chance to reach consumers.

Before you begin creating content for TikTok, make sure you’re avoiding these TikTok marketing mistakes. Otherwise, your would-be customers could start ignoring your posts.

Discover how to start marketing with TikTok effectively using these tips today. 

Never Establishing Goals

Many businesses rush to start posting TikTok videos without considering why they’re creating content in the first place. If you don’t establish goals, you won’t create content that can benefit your business. You might struggle to align the video content, caption, hashtags, and call to action, too.

Each post you create should have a singular purpose. For example, maybe you want people to learn about your products. Maybe you want to generate brand trust by offering behind-the-scenes content.

Consider your overarching business and marketing goals. Then, establish TikTok marketing goals to help you succeed.

For example, you can use TikTok to:

  • Increase brand visibility
  • Gain a following
  • Generate trust and loyalty
  • Establish your credibility
  • Become an authority in your niche
  • Generate website traffic
  • Boost leads and sales
  • Improve your ROI

For each goal, consider which TikTok marketing tactics you can use to succeed. 

For example, you can create product demo videos to generate more sales. You can use TikTok ads or influencer marketing to expand your reach. 

Establishing goals can help you avoid wasting time and money in the long run. 

Not Targeting Your Audience

Over 50% of US TikTok users are between the ages of 18 and 34. The largest group of users in the US falls between the ages of 10 and 19. Meanwhile, consumers ages 39 to 39 only make up 16.4% of the user base. 

In other words, you might struggle to reach older consumers on TikTok. Before you begin developing your TikTok marketing strategy, research your audience. Determine if they’re using the app.

Then, consider their behaviors on the app. For example, which brands and influencers are they already following?

Which posts do they interact with the most? Think about the hashtags they’re following and the challenges they love, too. 

TikTok users in the US check the app at least eight times a day. Globally, users spend nearly an hour on the app daily. 

Learning about your target audience will help you personalize your content based on their interests. Personalization allows you to forge stronger connections with your customers. You can leverage those connections to generate leads and sales.

You might even gain loyal customers, allowing you to generate repeat sales to improve your ROI.

Not Understanding the Platform

One of the biggest TikTok marketing mistakes you can make is assuming it’s like any other platform. Instead, take the time to get familiar with the platform before you start posting.

Consider creating a personal account before you create your business account.

First, check out the Discover tab. Look at the content that’s already trending.

Check out your competitors, too. What types of videos do they post? What topics do they cover within their content?

Consider the hashtags they use to reach customers as well.

Next, determine what’s trending. You can gather inspiration before you begin posting TikTok videos on your business account.

Consider creating a test video, too. Play around with the editing features and effects. Explore sounds, challenges, and other features that will alter your content. 

Repurposing Content

Many brands assume that they can reformat their posts on one social media for another. While cross-promoting is great, TikTok content is unique. A video that might work on Instagram might not appeal to TikTok users.

You’ll need to adjust your TikTok content.

For example, TikTok videos are shorter. If you have a longer Instagram video you want to share, segment it into multiple videos. Then, you can create episodic content. 

Take a look at the posts your customers already love before you begin posting TikTok videos. Understanding how the content differs from what you create on other platforms can help you adjust your content accordingly.

What’s better, Instagram or TikTok marketing? Find out in this guide.

Never Sharing UGC

Many brands believe they have to start marketing with TikTok alone. That’s not always the case. Instead, reach out to your customers to begin generating user-generated content (UGC).

First, create a branded hashtag for your business and encourage customers to tag you when they post about your brand. Consider hosting a contest to encourage them to start posting about your products or services. Then, look at the content they’ve created. 

Share their post on your own account. Potential customers might feel more comfortable about your business if they realize consumers like them love your brand. 

There are a few different ways you can create user-generated content on TikTok.

For example, you can start creating Duets. A Duet will show your video playing alongside someone else’s original video. Then, consumers can respond, react, or engage with your original content. 

You can also create Stitches. Stitches will allow you to use someone else’s video as your own for up to five seconds. You can reference the original content to interact with other creators.

Here are a few ways you can start using Duets and Stitch videos:

  • Ask questions
  • Encourage people to try the tips you post
  • Have people react to your content
  • Share how-to’s and tutorials

Start brainstorming a list of ideas to use in the future. 

Not Working With Influencers

There are now over 50,000 influencers on TikTok. About 36% have over 1,000,000 followers. If you want to reach new customers online, you need to start working with influencers.

Don’t make the mistake of thinking you have to develop your TikTok marketing strategy alone. After all, it’s a social media app. Stay social by partnering with other creators online. 

Working with influencers can help you grow your following. Influencers already have a huge audience of loyal followers. If they promote your brand, those followers might decide to check you out. 

Before choosing an influencer, make sure to review their content.

Look for someone who creates engaging, eye-catching posts. Look at the engagement their posts have already generated, too. 

Don’t send the influencer a script. There’s a reason people already love their content. Instead, give them a few guidelines and branding requirements. 

Then, let them do their own thing!

Being Too Promotional

TikTok user spending reached $1.2 billion in 2020, representing year-on-year growth of 380%. 

This social media app had the highest revenue for February with $110 million in user spending. 

About 26% of US brands that use TikTok leverage the platform to boost sales. Meanwhile, 14% of TikTok users explore the app to find brands. Over 16% of marketers plan to increase their use of TikTok for campaigns as a result.

Already, 66% of marketers who leveraged TikTok saw success in their strategies. 

While TikTok is a great way to generate brand awareness, leads, and sales, you don’t want to seem too promotional. If you’re only trying to sell sell sell, consumers might unfollow your account. After all, many people use the app to feel entertained.

Instead of focusing only on self-promotion, make sure you’re creating fun, engaging content. 

Diversify your content strategy to make sure you’re attracting followers to your account. 

If you want to start advertising on TikTok, consider working with an agency. An experienced TikTok advertising team will ensure your ads don’t appear too promotional. Instead, you can engage your audience using ads to generate more sales. 

Not Using Music or Effects

Music on TikTok is bigger than ever before. Compared to 2020, three times as many songs surpassed a billion views. About 75% of users discover new songs on the app.

Meanwhile, 73% of users associate specific songs with TikTok.

About 88% of users also claim music is critical to the TikTok experience. Over 90% of the top-performing videos use audio, too. 

Add audio to your content! Look for trending songs that interest your audience.

Otherwise, play around with the effects TikTok offers. Effects can help your content appear eye-catching and engaging. 

Never Establishing a Schedule

TikTok users check the app multiple times a day. If you want to avoid making TikTok marketing mistakes, you need to post consistently. Otherwise, people might forget you’re even on the app.

Develop a content marketing calendar for the month. Identify gaps in your schedule to keep posting fresh content. 

Ignoring Comments

Remember, TikTok is a social media app. Don’t ignore the comments you’re beginning to generate. Instead, dedicate time each day or week to responding to comments and messages.

The algorithm demands that accounts engage with one another. If you’re not responding or actively commenting, you’ll struggle to gain or retain followers.

TikTok users might struggle to find your content, too. 

Set for Success: Avoid These TikTok Marketing Mistakes ASAP

Set your TikTok marketing strategy up for success this year. Make sure you’re avoiding these TikTok marketing mistakes as you begin strategizing. Instead, you can start posting TikTok videos that will appeal to your target audience.

Marketing with TikTok will help you reach new customers, enabling your business to grow!

Need help developing content for TikTok? We’re happy to help you strategize.

Contact our team today to get started.

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