Social Media
Intermediate
4 min read
What is tiktok marketing?
TikTok marketing uses the TikTok platform for brand promotion, advertising, and engaging with a massive audience through short-form video content and influencer collaborations.
Key points
- TikTok uses short-form video content for brand promotion and audience engagement.
- Its algorithm can help content achieve viral reach, even for small businesses.
- Authenticity, creativity, and trend participation are crucial for success.
- Both organic content and paid advertising options are available to marketers.
TikTok marketing involves using the popular short-form video app TikTok to promote products, services, or brands. It's about creating engaging, often entertaining, video content that resonates with the platform's diverse user base, which skews younger but is rapidly expanding across all demographics. Businesses leverage TikTok's unique features, like trending sounds, challenges, and effects, to build brand awareness, drive traffic, and connect with potential customers in an authentic way.This approach goes beyond traditional advertising. It's about participating in the culture of the platform, understanding what makes content go viral, and building a community. From organic content creation to paid advertising campaigns and working with TikTok creators, marketers use various strategies to tap into TikTok's immense reach and influence. It requires a different mindset compared to other social media platforms, prioritizing creativity, authenticity, and rapid trend adoption.
Why TikTok marketing matters
TikTok has grown into a global powerhouse, boasting billions of downloads and a highly engaged user base. For businesses, this translates to an unparalleled opportunity to reach vast audiences, especially younger demographics who might be harder to capture on traditional channels. The platform's algorithm is designed to push content to users based on their interests, not just who they follow, meaning even small businesses can achieve viral reach with the right content.Beyond reach, TikTok fosters a unique sense of community and authenticity. Users are often more receptive to brand content that feels genuine and entertaining rather than overly polished or salesy. This environment allows brands to build deeper connections with their audience, showcase their personality, and even get direct feedback. It's also a significant driver of cultural trends, and brands that can tap into these trends early can gain substantial visibility and relevance.Best practices for TikTok marketing
Succeeding on TikTok requires understanding its distinct ecosystem. Here are some key strategies:Embrace authenticity and creativity
TikTok users value genuine content. Don't try to be overly corporate or pushy. Instead, focus on creating videos that are fun, informative, or inspiring. Experiment with different formats, from behind-the-scenes glimpses to quick tutorials or challenges. The more creative and authentic your content, the more likely it is to resonate.Stay current with trends and sounds
TikTok is driven by trends and popular sounds. Regularly check the "For You" page and the "Discover" tab to see what's trending. Incorporating popular sounds or participating in viral challenges can significantly boost your content's visibility and help it reach a wider audience. However, ensure the trends you follow align with your brand's image and message.Collaborate with creators
Influencer marketing is huge on TikTok. Partnering with TikTok creators who have an engaged following can introduce your brand to new audiences in a credible way. Look for creators whose niche aligns with your product or service and whose audience matches your target demographic. These collaborations can range from sponsored posts to longer-term brand ambassadorships.Utilize TikTok ads
While organic reach is powerful, TikTok also offers robust advertising solutions. These include in-feed ads, brand takeovers, top view ads, and branded effects. TikTok's ad platform allows for precise targeting based on demographics, interests, and behaviors, making it effective for driving specific marketing objectives like website traffic, app installs, or conversions.Key metrics to track
To understand the effectiveness of your TikTok marketing efforts, monitor these metrics:- Reach and impressions: How many unique users saw your content and how many times it was displayed.
- Engagement rate: This includes likes, comments, shares, and saves relative to your views. High engagement signals relevant and appealing content.
- Follower growth: Tracks your audience expansion over time.
- Profile visits: How many users clicked on your profile after seeing your content.
- Website clicks/conversions: For ads or in-bio links, this measures direct traffic or actions taken on your website.
- Video completion rate: The percentage of viewers who watched your video to the end. This indicates how captivating your content is.
Real-world examples
Chipotle's #GuacDance Challenge
Chipotle engaged users by creating a challenge where people danced to a custom song about guacamole. This organic campaign generated millions of views and user-generated content, boosting brand visibility and cultural relevance.
Gymshark's "66 Days Challenge"
The fitness apparel brand encouraged users to share their fitness journeys over 66 days, using a specific hashtag. This campaign fostered community, showcased real user transformations, and drove significant engagement and brand loyalty.
Common mistakes to avoid
- Treating TikTok like other social media platforms (e.g., posting repurposed content from Instagram Reels without adapting).
- Ignoring trends and viral sounds, which are central to TikTok's content discovery.
- Being overly promotional or salesy instead of focusing on entertainment and value.