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How to Develop a Marketing Strategy on TikTok

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While TikTok may not be a good fit for every brand, there is certainly no doubt that it has a large and engaged user base. Here are some tips on how your brand can develop an effective marketing strategy on TikTok.

Think About Your TikTok Marketing Goals

Before creating any content, it’s important to have a clear understanding of what you want your TikTok marketing strategy to achieve. Are you looking to increase brand awareness? Drive traffic to your website? Or generate sales? Once you know your goals, you can start developing content and campaigns that are aligned with them.

Know Your TikTok User Base

The first step to developing a marketing strategy on TikTok is to have a good understanding of who your target audience is. TikTok has users of all ages, but the vast majority are Gen Zers. Understanding the interests and trends that are popular with this demographic will be key to creating content that resonates. It’s possible that every product or service you provide will not resonate with the target demographic on the platform. In this case, focus on promoting the products or services most likely to be of interest. Does the short-form video format used on TikTok allow your product or service to be appropriately showcased? If not, you may want to consider using a different platform for that content.

One thing is for sure. There are a lot of people on TikTok. Keep reading to know how best to market to them.

TikTok Users

Source: Business of Apps

Create Engaging Content

Once you know who your target audience is, it’s time to start creating content that will resonate with them. TikTok is all about creative and engaging content. If your videos are boring or lack creativity, users are not going to want to watch them. There are a few different types of content that tend to perform well on TikTok. These include:

  • Funny videos
  • How-to videos
  • Music videos
  • Videos featuring relatable situations or characters
  • Lip Sync Videos

This last one may leave you saying, ‘huh?’. One of TikTok’s most popular features is the ability to lip-sync to popular songs. This is a great way to get your brand’s name and products in front of a large audience with very little effort. Simply pick a popular song, shoot a quick video of yourself or your employees lip-syncing to it, and post it to TikTok. You can also add branded filters and stickers or even include a call-to-action in your videos. Whatever route you decide to take with your videos, be sure they are trendy and exciting.

If you’re having a creative block when it comes to content production, check out these brands that do it well. 

Partner with TikTok Influencers

TikTok influencers can be a great way to reach your target audience and promote your brand on the platform. Influencers are users with large followings who create content around a particular niche or topic. When partnering with TikTok influencers, it’s important to make sure that their content aligns with your brand values. You don’t want to end up partnering with an influencer whose content could reflect poorly on your brand.

TikTok influencers can promote your brand in a few different ways. They can do a shoutout for your brand, which is when they mention your brand name or products in their videos. They can also create sponsored videos, which are videos that are specifically about your brand or products. Typically, agreements with influencers require your product or service as well as a fee for their posts or stories. Whatever route you decide to go, make sure you have a clear understanding of what you want the TikTok influencer to do before entering into any agreements.

Hashtags are Key

Hashtags are a great way to get your TikTok videos in front of more people. TikTok users can search for specific hashtags, so including relevant ones in your videos is a good way to ensure they are seen by people who are interested in that topic. For example, if you sell hiking gear, using hashtags like #outdoors or #hiking will help get your videos in front of people who are interested in those topics. TikTok also has a feature called Hashtag Challenges which allows users to submit their videos for a chance to be featured on the platform. These challenges often go viral and can be a great way to get your brand’s name out.

Utilize TikTok’s Advertising Options

TikTok offers a few different advertising options that can be a great way to reach your target audience. Ads on this platform are short, skippable videos that appear between users’ videos. TikTok offers a few different ad formats, including In-Feed Native Ads, Branded Hashtag Challenges, and Brand Takeovers. Ads can be a great way to reach a large audience and promote your brand on the platform.

If the thought of running a TikTok ad campaign freaks you out, check out this blog.

Final Thoughts

Developing a marketing strategy on TikTok can be a great way to reach Gen Zers and promote your brand. By following these tips, you’ll be well on your way to success.

Have you had success marketing your brand on TikTok? Let us know in the comments below. 

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Joanna Bresson

Joanna Bresson

Joanna is an Advertising Manager for B Squared Media. She has over 6 years of experience in the social media world in a variety of different roles. She loves sharing her experiences and learnings from her years in social media in these blogs. Joanna is a graduate from the University of Texas at Austin and loves to work remotely, hang out with her puppy and collaborate with the B2 Crew!
Category: How-To
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