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TikTok marketing strategy
Enebral Sainz9/12/23 5:43 AM8 min read

How to Craft an Effective TikTok Marketing Strategy

If you're considering TikTok marketing for your company, you've come to the right spot. Continue reading to learn how to empower your business on this social media platform and create a successful TikTok marketing strategy.


What is TikTok Marketing?

TikTok marketing is the practice of utilizing the TikTok platform as a strategic tool to promote products, services, or brands. This involves creating and sharing genuine content that resonates with the platform's user demographic. And to succeed with marketing, you need a strategy.

A successful TikTok marketing strategy encompasses several tactics, including collaborating with influencers, utilizing TikTok ads, creating compelling organic videos, and initiating TikTok trends.


The Benefits of TikTok Marketing for Businesses:

  • Your brand can connect with younger generations. 37% of TikTok's user base belongs to the 18 to 24 age bracket, and 33% comprises individuals aged 25 to 34.
  • People are using TikTok to find inspiration/products/brands. 55% of TikTok users say the platform helps them discover new things.
  • #TikTokMadeMeBuyIt shows the power of TikTok to drive sales. 4 in 10 users buy a product after seeing it on TikTok.
  • There are plenty of influencer collaboration opportunities. 66% of Millennial social/video platform users say that TikTok Creator content feels authentic.
  • Users see brands as community members, not just advertisers. 68% of TikTok users find advertising content on TikTok unique or different from any other platform.
  • TikTok is the most engaging social platform. 73% of people feel a deeper connection to brands they interact with on TikTok compared to others.


How to Set Up TikTok for Business

On TikTok, you can choose to have a Personal Account or a Business Account. The Creator account is a personal type of account.

Choosing the right TikTok account type depends on your goals. If you aim to promote products, access advanced analytics, and run advertising campaigns, a Business Account is the way to go. On the other hand, if you're a content creator or influencer looking to nurture your personal brand with creative freedom, opt for a Personal/Creator Account. Remember that you can switch between these account types as your marketing strategy evolves.


TikTok Business Account vs. Creator Account


TikTok Business Account

TikTok Creator Account


Advanced analytics, including views, engagement, demographics, and more.

Basic analytics, with limited insights into video views and followers.


Access to TikTok's advertising platform for running paid ad campaigns.

No access to TikTok's advertising platform.


More customization options for profile and cover photos, and a clickable bio with links.

Limited profile customization compared to Business Accounts.


Access to commercial sounds only, which can limit the ability to participate in emerging trends.

Access to both sounds and commercial sounds.


How to Create a TikTok Business Account

  1. Download the TikTok app and create a new account.
  2. Go to your profile page and tap the hamburger menu in the top right corner.
  3. Open the Settings and Privacy tab.
  4. Tap Account and then tap Switch to Business Account.
  5. Return to your TikTok profile and click Edit Profile. From there, you can add your business name, username, profile photo, bio, email, business category, other social handles, etc.

How to Switch to Business Account on TikTok


TikTok Ads Account

To set up advertising on TikTok, you must create an ad account within TikTok Ads Manager. First you need to visit the TikTok for Business page and then click the "Create Now" button to begin the process. The next step is registering and providing the necessary information, such as country, industry, business name, and contact information.

Have you launched your first campaign and encountered the "Outside of Schedule TikTok Ads" error message? Learn why this occurs and how to resolve it in our informative blog post.


5 Steps to Start Developing Your TikTok Marketing Strategy

TikTok is transforming the way we create, share, and discover content. The TikTok algorithm and the "For You Page" (FYP) feed have pushed entertainment and exploration to the forefront of user experience. Therefore, it's important to understand TikTok's unique culture and how your brand can become part of this culture.

The more you express with creativity and authenticity, the better your chances of success. Here's a simple five-step guide to help you create your own TikTok marketing strategy.


Step 1: Acquaint Yourself with TikTok Content

The best way to get to know the TikTok landscape is by using it actively. Spend time exploring the platform and learn about trends, challenges or popular videos. Familiarize yourself with the TikTok culture to understand what captures the audience's attention.

At this stage, don't limit yourself to consume only video content that resonates with your target audience. Original content from various sources gives you insights into user behaviour and might even spark new ideas. Even low-quality content helps you learn during this phase. The goal at this stage is to gather knowledge and understanding.

You can also level up your TikTok game by checking out the courses in the TikTok Academy.


Step 2: Conduct a Competitor Audit

Now that you have a solid grasp of what TikTok is all about, focus on narrowing your research down to the sectors that closely align with your brand.

Are your competitors present on the platform? What type of short-form videos are they sharing? Are they partnering with TikTok influencers? Study your competitor's content strategies, engagement tactics, and audience interactions.

Learn from their successes and mistakes to refine your own strategy. This also includes examining top ads or promotional campaigns run by your competitors using the TikTok Ad Library (if you are in Europe).


Step 3: Define Your Audience and Tap Into TikTok Communities

Before you start creating content, identify who you are trying to reach on TikTok. Remember that TikTok primarily attracts a younger crowd.

Distribution of Tiktok users

Once you've defined your audience, tap into TikTok's vibrant communities and their subcultures. Begin by exploring the passion points of your audience —for example, #makeup if you are a beauty brand. To dig deeper, use the  Keyword Insights tool to discover related interests like #bigsavings or #treatyourself. These ideas can help you to further explore beauty-adjacent subcultures and communities.

TikTok communities

Building a community-centric approach can help you connect more authentically with your intended audience.


Step 4: Set Up Goals

While TikTok can be a fun platform, it's beneficial to have well-defined goals that tie into your broader business objectives.

Whether it's promoting a product, reaching new audiences, fostering stronger customer relationships, or boosting conversions, it's important to measure your efforts. As mentioned, TikTok offers analytics tools for Business accounts:

  1. Navigate to your profile page and tap the hamburger menu in the top right corner.
  2. Select 'Creator Tools,' then choose 'Analytics.'
  3. Explore the dashboard to identify the metrics that align with your goals and can help measure your progress."

TikTok Analytics tool


Step 5: Manage Conversations

TikTok is not just about crafting captivating videos; it is also about about engagement and conversations. The comment section is pivotal in getting awareness and shaping how users perceive your brand.

Respond to comments, participate in discussions, and foster a sense of community around your brand. Stay actively involved with your audience helps build brand trust and loyalty. This also means hiding harmful comments to avoid negative associations and loss of revenue.

77% of TikTok users say they read the comments on the posts and videos on the platform.
(Nielsen Custom Authenticity Study commissioned by TikTok, 2021)


Now, as you aim for increased engagement, you may find value in using a social media management tool like BrandBastion Lite. This platform allows you to not only automatically moderate harmful comments on TikTok, including both organic and ads, but also on other social media platforms.


AI Social Media Moderation

Automated moderation for spam, inappropriate, offensive and against-brand

Free trial. No credit card required. 



TikTok Marketing Brand Examples to Inspire Your Strategy

Duolingo is probably one of the best examples illustrating how TikTok has redefined how brands connect with their audiences. The language-learning app, renowned for its engaging TikTok presence and famous mascot, has inspired marketers seeking innovative ways to leverage the platform.

However, Duolingo is not the sole pioneer within the TikTok landscape. Let's delve into three other remarkable TikTok marketing brand examples that can inspire your strategy:



The fitness apparel brand has constructed an effective TikTok strategy aligned with the platform's dynamics. They've built a thriving community of millions of fitness enthusiasts by showcasing their products in action. Gymshark encourages a healthy lifestyle while keeping its brand at the forefront with workout challenges, sponsored athlete collaborations, and user-generated content.

Gymshark TikTok account


Chipotle Mexican Grill has proven that even the fast-food industry can thrive on TikTok. They've launched intriguing challenges, like the #GuacDance encouraging users to show off their dance moves or the #ChipotleLidFlip. This last was one of the first TikTok branded hashtag challenges where the brand also featured popular creators. By using trending music and fun videos, Chipotle has boosted brand awareness and formed a lasting bond with its audience.

Chipotle TikTok account


e.l.f. Cosmetics

e.l.f. Cosmetics stands out for its creative and inclusive TikTok strategy, fostering user engagement. Their #EyesLipsFace became the most viral campaign in TikTok US history, attracting 5 million user-generated videos, totaling 7 billion views. They were the first brand to create an original song for a TikTok challenge, attracting even organic celebrity participation.

e.l.f. Cosmetics TikTok account

Incorporating TikTok into your marketing efforts can result in amplified brand exposure, enhanced engagement, and increased customer loyalty. By leveraging the platform's unique features and trends, businesses can establish a strong online presence and connect with audiences in new ways. Embrace its creative spirit, be authentic, and adapt your strategy as you learn what resonates with your audience. 🤳🚀

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