TikTok for Marketing: Develop Your Brand’s Strategy

TikTok for marketing

TikTok now has over 1 billion monthly active users. It’s experienced a 45% growth since July 2020. Nearly 80 million monthly active users are located in the US. 

Most TikTok users watch about 24 hours of content on the app every month. Meanwhile, 90% of users access the app every day. Using TikTok for marketing can help you draw new customers to your business. 

Not sure how to start developing your brand’s TikTok marketing strategy? Here are a few tips that can help.

With these TikTok marketing tips, you can engage viewers, gain followers, and boost your brand’s visibility. Start using TikTok for business tips today!

Set Goals

Many brands use TikTok “just for fun.” However, you can develop a more effective TikTok marketing strategy by aligning your content with your overall business goals.

When developing goals, consider the SMART goal framework. Set goals that are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

For example, maybe you want to use engaging TikTok videos to generate 15% more sales every quarter. Determine how you’ll accomplish each goal on your list. 

As you begin posting TikTok videos, make sure to check your analytics. You can tap on your profile, then Creator Tools, then Analytics to find your data.

Use your account metrics to determine if your posts are helping you accomplish your goals.

If not, consider working with an experienced social media marketing agency this year. They can help you use TikTok for business marketing more effectively. 

Research Your Customers

TikTok is now more popular than Instagram among Gen Z users in the US. About 37.3 million Gen Z consumers now use TikTok. 

TikTok is gaining users in other demographics, too. About 35% of users fall between 25 to 54 years old. 

About 57% of users worldwide are female. 

Gathering demographic and psychographic information about the consumers who use TikTok can help you develop your marketing strategy. You can create content that appeals to your customers on the app. Otherwise, your content might fail to appeal to their interests.

They might turn to other brands that do a better job at sparking their curiosity. 

Learn as much as you can about the consumers using TikTok who suit your target audience. Consider their online behaviors, too.

For example, consumers spent 77% more on TikTok in 2021 than in 2020. Within a single year, user’s spent $2.3 billion shopping on the app. 

Meanwhile, TikTok ads reach nearly 18% of all internet users over the age of 18. You can use TikTok advertising to appeal to your target audience (more on this below). 

Think about the brands your target audience already follows on TikTok. Consider which posts they love engaging with. Check out the hashtags they’re following, too.

Once you’ve found your target audience, you can start creating content they love. 

Check Out Competitors

Don’t forget to perform a competitive audit when building your TikTok marketing strategy.

First, determine which of your competitors are already using the app. Try to find three to five brands that are similar to yours. Look at the content they’ve already posted.

What kind of content do they create? What topics do they cover within their videos? Think about the voice and tone they use as well.

Try to identify your competitors’ strengths, weaknesses, opportunities, and threats. 

Then, look for content gaps your competitors are neglecting. For example, maybe they’re not providing behind-the-scenes content. Maybe they haven’t started creating product demo videos yet.

Learn from your competitor’s strengths and weaknesses. Then, use the information you gather to improve your own TikTok marketing strategy. 

Get Familiar With the App

Before you begin posting TikTok videos, take the time to get familiar with your app. Your TikTok strategy will appear unique compared to your Facebook or Instagram strategy. Getting familiar with the app can help you make adjustments to your campaign.

For example, you’ll need to consider the features that can alter your content. You’ll also need to watch for unique trends. 

Consider how your customers behave when using the app as well. 

Start by exploring TikTok videos your customers and competitors have already posted. Check out the different features available. Otherwise, explore the latest challenges that have your customers’ attention.

Try to learn more about the algorithm, too. Understanding how the app displays and ranks content can inform your strategy.

Gather Hashtags

In order to reach your target audience on TikTok, you’ll need to add the right hashtags to your content. Otherwise, your content might not appear in front of consumers who aren’t following your account. 

Click on the Discover tap to determine which hashtags are currently trending. Determine which hashtags will help you appear in front of your ideal customers. 

Avoid using generic hashtags, though. Your content might get lost in a sea of existing TikTok videos. Instead, choose hashtags that suit your niche.

Focusing on your smaller target audience will ensure you appear in front of your ideal customers.

Experiment With Content

You can create TikTok videos that last for up to a minute. You don’t have to use the full minute, though. Instead, experiment with different video lengths.

Make sure you’re creating high-quality, engaging content that appeals to your target audience. Create videos that are visually appealing.

When writing your captions, consider your SEO strategy as well. Use a call to action to encourage more engagement, too. 

Experiment with new TikTok effects, too. TikTok offers different features, categorized under:

  • Trending
  • Editing
  • Interactive
  • New
  • Funny
  • World
  • Animal
  • Beauty

You can also use a green screen effect to replace your video backgrounds. Play around and have fun with it!

Post Regularly

Make a plan to post TikTok videos regularly. Otherwise, people might forget your account exists. 

Remember, people use the app every day. The more often you post TikTok videos, the more likely you’ll gain followers and engagement.

People will also have an easier time finding your content online.

Consider aligning your TikTok marketing strategy with your content strategy. For example, you can reformat a blog post into a TikTok video. That way, you can fill gaps in your schedule to continue posting content. 

Engage With Others

Once your followers begin commenting on your posts, make sure to comment back. Spark conversations with potential customers. Generating more engagement could help you reach even more people on TikTok.

TikTok ranks the comments that appear on your posts based on the number of likes each comment receives. Think about your comment before you respond. Make sure your responses are meaningful.

Try to avoid comments that seem canned or bland.

Take a look at the videos other people are posting, too. Post your own comments to help people become more aware of your brand. 

Work With Influencers

There are currently over 50,000 influencers (who have over 1,000 followers) on TikTok’s platform. 

About 36% of these influencers have over 1,000,000 followers. Partnering with one of these influencers can help you expand your brand’s visibility.

Since influencers already have a strong, loyal following, they can help you reach prospective customers online. Influencers can promote your account, product, or services to encourage people to give your brand a try. Consumers might decide they can trust you based on their favorite influencer’s recommendation. 

In 2021, about 45% of brands used TikTok to develop influencer marketing campaigns. 

Influencers with under 15,000 have an average engagement rate of nearly 18%.

Consider working with influencers this year. They can help boost your brand’s credibility.

Choose influencers who have a strong following and that post high-quality content. 

Start Advertising

You can also create ads on TikTok to expand your reach. TikTok offers different ads, including:

  • In-feed native ads
  • Hashtag challenge ads
  • Brand takeover ads

If you want to develop an effective advertising strategy, you don’t have to do it alone. Instead, consider hiring an agency to develop and optimize your campaigns. Outsourcing your advertising strategy will help you save time and money. 

You can learn more here

Check Out Trends

Using TikTok challenges is a great way for brands to reach and engage with prospective customers. Your content could go viral if you’re applying the latest trends. In fact, the #raindrop challenge alone gained 1.1 billion views as of 2021. 

Meanwhile, the most popular video on TikTok had 547.1 million views in 2020.

Before you start marketing on TikTok, make sure to check out the latest trends. Using trending hashtags or responding to hashtags will keep your strategy fresh and relevant.

TikTok trends are fast-moving, though. A new one can pop up every day.

You don’t have to follow every trend. Instead, determine which ones will help you appeal to your audience. Make sure your videos are unique. 

Track Your Progress

Make sure to use your analytics to improve your strategy over time. Check in at least once a month. If you’re not accomplishing your goals, consider adjusting your strategy. 

Otherwise, consider outsourcing your TikTok marketing campaigns. An experienced agency could help you accomplish your goals with ease. 

Social Success: Start Using TikTok for Marketing Businesses

Using TikTok for marketing your brand can help you expand your reach online. You can gain brand visibility, boost sales, and more. Start developing your TikTok marketing strategy to reach new customers today!

Remember, you don’t have to develop a TikTok marketing plan alone. Instead, consider partnering with an experienced agency this year.

Reach out to our team to get started.

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