Have you heard about the TikTok app recently? It’s among the most popular social media platforms today, enabling users to create, edit, share, and explore short-form videos. These videos typically revolve around viral trends, dances, lip-syncing, and entertaining ideas.
What is TikTok Marketing?
TikTok marketing involves using the platform’s short-form videos to connect with audiences, share brand messaging, and drive engagement. TikTok’s unique algorithm prioritizes content discovery, allowing even small brands to achieve viral success. Brands like Gymshark and Ryanair are great examples of how businesses leverage trends, humor, and creativity to boost visibility and audience engagement. If your target audience includes Millennials, Gen Z, or even expanding older demographics, TikTok is a must for your marketing strategy, especially when exploring social media for business owners looking to expand their digital footprint (Gend, 2024: Ceci, 2024).
Different tactics include
- Creating viral organic content
- Influencer marketing
- Leveraging user-generated content(Sproutsocial, 2024).
Benefits of Using TikTok Marketing for Businesses
- Sell & promote offerings
- Improve brand awareness
- Advertise offerings to target audiences
- Create engaged communities
- Receive feedback from audience and customers
TikTok marketing is a great choice for those who are looking for affordable marketing strategies. It offers opportunities for both small and large businesses to connect with customers without spending a lot of money, making it a great tool for brands learning how to promote a small business online (Hirose, 2024).
What is a TikTok Business Account?
On TikTok there are two types of accounts: Creator account and Business account.
Business accounts get access to analytics and ad tools, making them an essential component of effective marketing automation tools. They get limited access to sound clips and ability to create an e-commerce storefront. Business accounts can also add a website link to their profile and can use third-party tools to schedule and manage content.
How to Create a TikTok Business Account?
Step 1. Install the TikTok app and create a new account
Step 2. Head over to your profile and tap the hamburger menu in the right corner
Step 3. Tap Settings and privacy
Step 4. Tap Manage account
Step 5. Tap Switch to Business Account
Step 6. Select your business category
(Sproutsocial, 2024: Hirose, 2024).
There you go! Now you have a business account.
Optimize Your Account
You want your TikTok account to be a strong and recognizable representation of your brand. This includes maintaining consistent aesthetics, a clear tone of voice, communication style, and aligning content with your brand’s values.
This is a screenshot of a Starbucks business profile that is fully detailed.
Here are key steps to optimize your TikTok profile
Step 1. Add a Profile Picture: Use your brand’s logo or a relevant visual to make your account instantly recognizable.
Step 2. Write a Bio: Craft a short, engaging bio that reflects your brand and clearly communicates who you are.
Step 3. Include a Call-to-Action (CTA): Add a CTA in your bio that aligns with your marketing goals (e.g., “Shop our latest collection!” or “Visit our website for more info”).
Step 4. Link Your Website or Other Social Media: TikTok allows you to add a clickable link to your bio. Use this space to link directly to your website, or if you want to direct visitors to multiple platforms, a tool like Linktree is a great option (Oboidhe, 2024).
Know Your Audience & Competitors
Before diving into TikTok marketing, it’s essential to ensure your target audience is active on the platform and that the potential reach is worth your time and effort. For small business owners using social media, understanding TikTok’s demographics is vital to tailoring your strategy.
Start by analyzing TikTok’s popularity in your region and studying its age demographics. For example, TikTok is particularly popular among Gen Z and Millennials, but its user base is expanding to older age groups as well. Understanding whether your ideal customers are on the app will help you decide if TikTok aligns with your marketing goals.
Additionally, take a look at what your competitors and similar brands in your industry are doing on TikTok. Observe the type of content they post, their audience engagement, and what seems to work well for them. This competitive analysis can provide inspiration and ideas for your own content strategy while highlighting gaps you can fill to stand out (Hirose, 2024: Sproutsocial, 2024: Gend, 2024).
Tip
Use the SWOT framework to identify competitors weaknesses, strengths, opportunities and threats. This framework can help you get better than your competitors.
Know Your Trends
To stay on top of trends, check TikTok’s ‘For You Page’ regularly or explore the ‘Trends’ tab to see what’s gaining traction. Tools like TikTok Creative Center also help you identify trending hashtags, sounds, and topics specific to your industry. By acting on trends quickly and creatively, you can increase your chances of going viral.
However, don’t just copy trends—find ways to make them your own. Add a unique twist that reflects your brand’s personality, products, or message. For example, a trending dance or challenge can be adapted to showcase your product creatively, while a popular sound can be paired with a behind-the-scenes clip or a humorous take on your industry (Gend, 2024: Marino, 2024).
Here is an example of content people might come across on the “For You” – page (Samosir, 2024).
Get Started
Before you start posting content, it’s important to set SMART goals and identify relevant KPIs. SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound) give you a clear focus on what you want to achieve with TikTok marketing. KPIs (Key Performance Indicators) will help you track your progress and measure the success of those goals in a tangible way (Hirose, 2024).
KPI Examples
- “Gain 1,000 new followers per month.”
- “Achieve 10,000 video views on at least 3 posts this quarter.”
- “Generate 50 website clicks per week through TikTok content.”
SMART Goal Examples
- Increase our TikTok follower count by 5,000 within 3 months by posting 3 engaging videos per week that align with trending sounds and hashtags.
- “Increase video engagement rate to 8% within 2 months by posting 4 videos per week featuring tutorials, behind-the-scenes content, and trending challenges to encourage audience interaction.”(OpenAI, 2024).
Start by optimizing your business profile, exploring competitor strategies, and experimenting with engaging, trend-driven videos. Whether you’re looking to increase brand awareness, drive sales, or build a community, TikTok marketing offers a dynamic opportunity to connect with your audience in a meaningful way. Now it’s time to get creative and take your business to the next level on TikTok!
Want to stay ahead of the marketing trends shaping 2025? Exlpore my blog on Top 3 Marketing Trends to Watch in 2025 to ensure your strategies innovative and impactful.
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