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The Complete Guide To TikTok Marketing

vector graphic showing an illustration of tiktok marketing - a person holding a phone and a tiktok user engaging with that brand

With over one billion active users, TikTok has become one of the best places for brands to connect with their audience.

TikTok marketing has the potential to establish your brand more suitably and organically.

If your brand has yet to try marketing with TikTok or you haven’t gotten serious about it, the time is now.

The app is still growing, and many brands have yet to leverage its sizable audience.

You should start developing your TikTok marketing strategy as soon as possible.

What Is TikTok Marketing?

TikTok marketing is a form of social media marketing. It involves using the TikTok platform to market a brand to a target audience.

You can use TikTok to create brand awareness, grow an engaged following, sell a product, or do some combination of all three.

There are three different methods for marketing on TikTok:

  • Work with an influencer
  • Use paid advertisements
  • Post videos and hope for organic viral growth

All of these methods involve creating content with the hope of it going viral. Many brands opt to use all three of these strategies to create a well-rounded TikTok marketing plan.

What Makes TikTok Unique for Marketing?

Unlike many other social media platforms you may use for marketing, TikTok doesn’t give preference to particular creators.

Small accounts have just as much chance of being seen as larger, more popular accounts. If your brand is still growing, TikTok can be a game-changer.

Why Is TikTok Marketing So Powerful?

TikTok allows brands to connect with their target audience in a way that few other marketing channels allow.

The connection can be much more organic, often feeling less like marketing, thus creating a stronger bond between brand and customer.

TikTok can help you establish a personality for your brand.

TikTok utilizes endless scroll and is addictive enough to keep users scrolling for longer periods.

As people are on the app longer, you’ll be more likely to have a bigger audience.

Because TikTok influencers have massive popularity and the ability to sway opinions, working with the right influencer can do a lot for your brand.

What Is the TikTok Algorithm?

TikTok’s algorithm controls what content shows up on a user’s For You page.

TikTok uses several ranking factors to determine what shows up on a specific user’s For You page.

Perhaps the most important factor is user interactions.

TikTok curates a For You page by looking at the videos a user likes, comments on, shares, watches all the way through, etc.

The algorithm looks at the content a user creates along with who they follow.

TikTok also considers a user’s account settings, such as their language and age settings.

The app looks at a video’s factors as well, such as the title, caption, hashtags, etc. to determine which users will likely enjoy its content.

How Can Marketers Use TikTok?

There are several different strategies marketers can use with TikTok.

It’s usually a good idea to use all or at least a few of these strategies instead of focusing on just one.

Many marketers start by creating an account for their brand and posting original content.

Hashtag challenges can be popular and are a good way to gain brand recognition.

If your content isn’t getting seen, you have the option of paid advertising.

You can also use influencers to promote your products, as social proof is particularly persuasive.

TikTok allows your brand to get creative. You don’t have to blow your budget on expensive videos.

Simple videos that rely on creativity instead of flashy effects often do the best on the platform.

TikTok lets you show users a different side of your brand.

What Content Works Well on TikTok?

Any type of content can go viral on TikTok.

You may start the next big thing with your unique video.

However, some types of content tend to perform well.

If you’re stuck when it comes to content creation, consider if one of these will work for you.

1. Tips or Hacks

Tips and hacks are powerful because users love quick and actionable tips.

This content works well when it either solves a problem users have or points out a better way to do something.

Be sure to keep your tips and hacks on brand and in your niche.

For example, if your brand is focused on housekeeping and home organization, organizing hacks are a great topic for your content.

2. Funny Content

People tend to go on TikTok for entertainment.

Funny content is always a hit, especially if you can resonate with your target audience.

Again, it’s important to keep your content within your niche.

Ensure that it’s appropriate for your audience.

If you have a specific target audience, then you may be able to do some inside jokes that will form a connection.

3. Trends

Trends work well for a reason – trending content tends to show up more frequently on people’s For Your pages.

Following trending content can have huge benefits, but you have to be strategic about it.

You want to catch trends as they’re up and coming or at the height of their popularity.

If you wait too far into a trend’s life cycle, then your brand may look like it’s behind the times.

Why Your Brand Should Leverage TikTok Marketing

Below are just a few of the reasons your brand should be using TikTok for marketing.

Large Audience

While TikTok doesn’t have the most extensive user base of all the social media platforms, it does have an active, engaged user base, which makes it perfect for marketing.

Users spend a lot of time on the platform, so you’re likely to have more eyes on your content.

Level Playing Field

Unlike other platforms, TikTok is much more equitable.

Everyone has the same chance of getting featured, from creators with no followers up to those who have the most.

If your brand is new to social media, TikTok is a great place for you to get your start and grow a following.

Reach a Younger Audience

If your brand is trying to reach Gen Z, TikTok is the place to go.

60% of TikTok’s user base is made up of Gen Z users.

Traditional forms of advertising aren’t as effective with younger users, so TikTok allows you to approach them in a format they already understand.

Read More: Gen Z trends that every brand should be aware of

How to Create a Successful TikTok Marketing Strategy

The first step to a successful TikTok marketing strategy is to create a brand account and set it to a business account.

Make your profile look professional with your logo.

Follow others in your industry to get an idea of what the competition is doing.

Next, figure out where you want to start with content.

Paid advertising and influencer marketing can be costly, so you may want to start with original content if you have a limited budget.

Your business account comes with a few special features.

The Business Creative Hub gives you resources and advice to help you create relevant content.

The Shopping feature lets you sell products without users having to leave the app.

How to Create Interesting TikTok Marketing Content

First, you mustn’t create content that feels like a traditional ad. Avoid sales language.

Users, especially younger ones, will see right through it.

Try to model your content after other non-business content.

You want your content to feel organic and natural.

Next, be sure to stay within your niche.

If your content doesn’t fit your niche, then users may be confused about your brand.

Also, you’ll be more likely to reach your target audience if you create content that will appeal to them.

Finally, make sure you know your target audience.

What types of content engage them?

What are their problems and what is a creative way to show them your solution?

How to Find Hashtags for Your Brand’s TikTok Posts

Hashtags are important because they send signals to TikTok about the nature of your content and allow users to find you.

You can start by researching the most popular hashtags by going to the Discover page.

You can also search to find existing hashtags relevant to your brand.

You can often take these hashtags and create content around them.

You may opt to include #fyp or #foryoupage, but no one knows for sure if these hashtags make a difference.

When choosing hashtags, be sure to include some that are broader and others that are specific to your niche.

Scope out your competitors to see what hashtags they’re using.

You can also use one hashtag to find others.

When you type keywords into the search bar, you’ll get suggestions of similar keywords you can use as hashtags.

How to Get TikTok Marketing Analytics Data

TikTok analytics are invaluable to determining which aspects of your marketing campaign are working.

If you haven’t already, you need to switch your brand’s TikTok account to a Pro account.

Once you do, you’ll see Analytics under Settings.

Note: analytics data begins recording after you’ve created your Pro account.

There are three different sections with analytics.

Your Profile Overview shows information about how many views your profile and videos are getting along with your follower count.

Follower Data tells you the ratio of male to female for your followers and displays where your followers are from.

Content Data lets you see which of your videos are trending.

You’ll also get detailed insights into individual videos.

You can see how many people share your videos and see how long people are watching each video.

How to Get Started With TikTok Influencer Marketing

Influencer marketing may seem daunting at first, but by following a few simple strategies, you’ll be off to the right start.

Even if you are not trying to learn how to make money on Tiktok, you should still be aware of how to use the platform to your advantage.

vector graphic showing an illustration of tiktok marketing - a person holding a phone and a tiktok user engaging with that brand

Relevance Over Reach

It’s tempting to pursue the influencers with the highest follower count.

You’ll get in front of more eyes.

However, if your influencer’s audience doesn’t match your target audience, the partnership won’t benefit either of you.

Instead, you need to consider influencers who are relevant to your target audience.

Find an Influencer in Your Niche

Influencers in your niche will give you the best chance of reaching your target audience.

You can search keywords and hashtags to help you find influencers who may be a good fit for your brand.

Watch Their Videos to Find a Good Fit

Once you have a list of influencers, it’s a good idea to watch their videos before deciding who to contact.

Even though someone is in your niche, their content may not align with your brand’s values or personality.

Reach Out to Offer Partnership

Once you’ve found influencers you’d like to work with, you need to contact them.

You can send them a direct message or email them if they have an email listed.

Many influencers have contact information for partnerships on their profiles.

Keep your message short, but make sure it’s personalized.

Influencers will want to work with you if you’re already familiar with their content and can explain how they can benefit from working with you.

Pro Tip: Use TikTok live to make your campaign even more successful

TikTok Marketing Examples

Below are some of the most successful TikTok marketing campaigns.


Chipotle is one of the most popular brands on TikTok.

They’ve used hashtag challenges like the #ChipotleLidFlip Challenge and #GuacDance Challenge to engage millions of users.

Not only has Chipotle improved people’s perceptions of their brand, but they’ve also seen a spike in sales when one of their videos goes viral.


The streaming service is known for its original films and television series.

They’ve had success on TikTok by promoting their original content with interviews, exclusive clips, and more.

They’ve also had success with user-generated content.

Their filters have had viral appeal as people create and share to their accounts.


The NBA uses TikTok to show another side of its brand.

While many of its other social media channels focus on what you’d expect – scores and stats – their TikTok channel features videos of players dancing, playing pranks, and having fun.

The NBA’s TikTok channel lets them show a fun side of their business.  

Frequently Asked Questions

Still have questions about TikTok marketing? We have answers!

Why is TikTok so successful?

With 90% of its users accessing the app daily, TikTok is highly engaging. The algorithm is designed to keep users scrolling by offering content likely to resonate with them.  

Why is TikTok the future of marketing?

Traditional marketing doesn’t work with a contemporary audience. They don’t want to be “sold” to.

Instead, they look for a more organic connection with brands and often trust social proof when it comes to making choices about where to spend their money.

TikTok allows brands to connect with users directly or through a trusted influencer. Your brand has a chance to be creative and develop stronger, more positive relationships with your target audience.

Parting Thoughts

If you haven’t yet, it’s time to jump into TikTok marketing. The app only seems to be growing in popularity, so you have the best chance of reaching your audience.

By making creative content and partnering with the right influencers, your brand can connect with customers in a meaningful way.

Have you started using TikTok marketing? Let us know how it’s going in the comments below.

TikTok marketing is part of a new marketing strategy that allows brands to make deeper and more effective connections with their target audience.