Tiktok turns out to be a great marketing tongue weight as several brands utilize the app to find and delight their audience. If you are a fire trying to find your foot on Tiktok, you’ve come to the real blogger.
I spoke with expert on social media Annabelle Nyst, former Senior Marketing Manager for Hubspots Brand Social Channels and current Social Media Manager GP.
But before we get into her insight, let’s go over a few things.
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How Tiktok can help your brand
One of Tiktok’s most obvious benefits for brands is its ability to increase the brand’s attention and discovery. From 2025, Tiktok is estimated to have over 2 billion users, which is a lot of people who can potentially see your brand.
Even better, more and more consumers are learning about brands’ products and services through the platform. In one of our recent studies, 47% of consumers prefer to discover new products via short -shaped videos such as Tiktok.
Tiktok can also help you build a community around your brand. Take, for example, Gymshark, a fitness clothing company. The England-based company got a huge subsequent on the platform by joining forces with micro-influents, sharing relatable memes and creating challenges that engaged its audience, promoting society.
The brand was facing the challenge of competing with massive brands such as Nike and Adidas, both of which have more brand recognition and larger budgets than Gymshark. However, Gymshark in the community has gathered almost as many supporters as both competitors.
If you also want to utilize Gen Z, a generation of considerable purchasing power, there is no doubt that your brand should be at Tiktok. According to Statista, 78% of users of Gen Z use social media in USA Tiktok.
Tiktok -Marketing Strategies
I have seen brands use different strategies to market themselves at Tiktok. Here are a few successful strategies I’ve noticed.
Influencer Marketing
When Tiktok got greater traction in 2020, brands fought to adapt to the created platform because Tiktok users value authenticity and content from real people more than brands.
So like Gymshark, brands started working with influencers, and until today it is one of the platform’s most tried and tested strategies. Influencers can humanize and introduce your brand to their audience and thus expand your reach.
If you are working on a tighter budget, you may want to consider working with micro -flu, creators with between 10,000 and 100,000 followers. They are typically more affordable than macro -influents and celebrities.
They also tend to have a tighter society and stronger ties with their supporters than influence with larger follow -ups, so they are more likely to promote society around your brand.
Tutorials
Sending tutorials is a great way to establish authority and trust in your brand. They show that your brand is knowledgeable in its industry and can highlight the many uses of your products.
For example, Colourpop posts often short tutorials showing Tiktok users how to achieve unique appearance using the brand’s products.
Trending items
A brand that knows how to use trending topics to its advantage in Tiktok is Duolingo. Whether it’s a trending sound (more about it later), TV show or silly phrase, Duolingo knows how to adjust quickly and connect a tendency to his brand.
Trending sound
Of course, Tiktok would not be Tiktok without its trending sound. If you didn’t know, tiktok users allow to reuse songs, phrases and other sounds and incorporate them into their videos. Brands often participate in the fun by connecting the sound to their products or services.
Remember that not any trend fits each fire, but we touch it later.
Okay, let’s get into these expert tips.
5 Expert tips for building a Tiktok strategy
- Know where your audience is hanging out.
- Find your ‘Why.’
- Determine how you give value.
- Save time by creating a content calendar.
- Insert your voice strategically.
1. Know where your audience is hanging out.
It is important to know where your audience is hanging out online. For some brands, this includes Tiktok, but for others it does not. For example, if you sell retirement houses, you will not get much traction with the platform’s predominantly younger audience.
“Tiktok is obviously all that rage right now, and it makes sense that brands want to jump in. But before you do, make sure you take the time to ask the right questions: Does it go meaning for our brand to show up at Tiktok? Is our target audience there? “Consulting NEWEST.
If you are discussing whether to promote your brand at Tiktok, remember to base your decision on the most important factor: Your target audience.
2. Find your “Why.”
Getting started with Tiktok can feel overwhelming, especially when you don’t have a goal to work towards.
Think of your goal as your compass. It affects the videos you make, the topics you cover and your overall strategy. You don’t have to have a specific goal from bats – and that is likely to change over time – but you need to have an idea of the general direction you want to go.
Here are a few common goals:
- Build a committed society
- Increase brand awareness
- Improve fire image
- Promote products
- Generate site traffic
- Expand your audience
- Provide customer service
- Educate your audience
It is equally important to track your progress. Look at more key production indicators (KPIs), such as profile views, video views, video images and follow -up growth, to see if you are closer to your goals.
3. Determine how you give value.
The next step is to determine how you want to present your brand at Tiktok. For the newest, this starts by answering a simple question: How do you want to give users value?
She told me, “To ask this question in advance will help you establish your purpose in being on Tiktok and what your brand’s presence can look on the platform.”
Do you remember what I said about Gymshark? The brand gained severe traction by providing value and entertaining its fits fitness -related challenges, sketches and clothing.
Because Tiktok is quirky by nature, it creates a misunderstanding that “serious” brands do not have a place on the platform. This is not true. However, you may need to approach your brand from a different angle.
For example, the Washington Post has rocketed over 1 million followers at Tiktok. If you haven’t seen their videos you can expect serious content. Instead, you will find comic sketches about the latest breaches of news.
The goal is to give value in an engaging way. This is achievable for many brands – serious or not.
4. Save time by creating a content calendar.
Tiktok has billions of active users and millions of conversations on the platform daily. Plus, trends come and go fast. In short, Tiktok can become overwhelming. For this reason, NYST recommends planning a content calendar.
“Things are moving quickly on Tiktok, and getting new followers often depends on having a bank with existing content on your profile. So think about how many videos a week you would like to send and what kind of topics you focus on, ”says Nyst.
That said, Tiktok is a trends-driven platform, so be sure to leave space in your content calendar to jump on trends and create time-sensitive content.
You also need to decide how often you have to write on Tiktok. Newest favors quality in terms of quantity and advises brands to aim for 1-2 videos a week. In other words, consistency is the key.
Another upside of sending consistently is that the more you post, the more insight you get from your viewers. This will help you understand which topics and video tiles they respond most to.
Want to know the best day and time to publish your videos at Tiktok? Check this useful guide.
5. Insert your voice strategically.
Once you attend Tiktok, it is tempting to participate in any conversation, jump on any trend and participate in any challenge. However, new ones say brands have to set railings and be strategic with their content.
“There are so many conversations that happen at once at Tiktok and they are changing all the time. It is important to remember that your brand does not have to be part of every single conversation – so try to choose them where it makes sense to insert your voice, ”Nyst said.
She adds, “Sure, the latest dance trend can be exciting, but can your brand actually bring something new, unique or valuable to the table?”
Not any trend or challenge will adapt to your brand or its messages. On top of that, if you can’t add a new or unique spin, it’s better to skip it completely. But don’t worry about missing out on – trends at Tiktok are a crown a dozen and another one is just around the corner.
Back to you
Tictok remains a viable (and exciting) marketing platform. Before jumping in, make sure Tiktok makes sense to your brand. When on the platform, focus on consistently targeting your audience with valuable content.
The editor’s note: This post was originally published in November 2022 and has been updated for understanding.