(Last Updated On: March 3, 2023)

Launched in 2016, TikTok is still considered a relatively new platform opening up lots of marketing opportunities for both established and new businesses. If you also want to expand your reach and boost your sales, why not set your sights on TikTok marketing? And as usual, you want to start with an effective strategy, which can bring you all the success you’re looking for. 

Identifying the Best Strategy 

Unlike traditional marketing channels, TikTok is famed for its spontaneous and unpredictable character, which makes it impossible to identify a concrete actionable marketing strategy that would suit most businesses. Still, it doesn’t mean that you won’t be able to tap into the power of TikTok. Tons of opportunities lie ahead of you. You just need to do some homework and explore different options, do research, and check out what others are doing to promote their ventures on this platform. Here’s how you can discover your unique marketing path and tweak your strategy as you go along. 

Get the Feel of the Platform

If you’re not one of those avid TikTokers knowing ins and outs of the platform, you might need some time to figure it out and get the feel of it. Don’t try to draw any analogies with Instagram or Facebook. TikTok is totally different not only in terms of marketing but also audience, content, and its overall philosophy.  

Start with something as simple as scrolling the feed. Check out the most popular content and explore the features available on the platform. Take note of the tools that might come in handy for your marketing campaign, e.g., filters, trending tunes, visual effects, etc. It’s also a good idea to draw some inspiration from royalty free videos, which are always trendy and up-to-date. Don’t ditch the idea of participating in various challenges and tasks, even if they seem crazy. Also, pay special attention to Duets feature, which is also quite popular. 

To speed up your marketing endeavors on TikTok, familiarize yourself with the specifics of its algorithm. You need to have a clear understanding of how it offers recommended videos and gauges their popularity.  

Know Your Audience  

Before your target audience discovers your brand, you need to discover it first. Just like any successful marketing campaign, your TikTok strategy needs to be aimed at a certain audience. Once again, you want to do thorough research and learn more about TikTok users. What are the demographics of TikTok? Who do you think might be interested in your products and content? Answering these questions will help you come up with the most effective strategy and then adapt it to changing trends and your audience’s tastes further down the line. Things can get very unpredictable on TikTok, so don’t rule out the demographics that might not look like your ideal target audience at the beginning. 

Once you identify the users you want to reach with your content, proceed to investigate the type of content they are actively engaging with at this moment. After that, you’ll be all set to brainstorm content ideas for your brand. 

Know Your Competitors 

Undoubtedly, there are other businesses that are currently marketing their brands on TikTok. And you definitely want to check out what they are doing to attract their target audience. Analyze their videos and engagement rates. Note where they managed to succeed and where they failed. It’s critical for your future success that you identify your rivals’ weaknesses and strengths and figure out what can work for you. 

There are TikTok stars that set trends and act as thought leaders in their industry. You definitely want to keep an eye on them and borrow some workable strategies that can help you promote your brand. 

Set the Right Goals 

Your TikTok marketing campaign is largely contingent on the specifics of your business. So, you need to have a clear understanding of what you want to achieve when posting this or that video and what global goals you’re pursuing. If you have blurry objectives or fail to envision the end results of your undertaking, you may risk burning out and grow reluctant to go on with your campaign.  

Post Regularly 

Your popularity on social media is directly proportional to your readiness to post new content on a regular basis. Once you hook your intended audience’s attention and encourage them to actively engage with your brand, you need to keep the ball rolling. And for this, you need to create fresh content regularly. If you’re not sure you can post new video without extraneous reminders, set up a content calendar and make sure to stick to it. 

Gauge Your Success 

You won’t be able to objectively assess the success of your marketing campaign without proper analytics tools in place. You want to check in at least once a month to see how things are going. Keep track of the overall performance of your videos and their rankings. Pay attention to such parameters as likes, comments, shares, average watch time, and times when your followers are most active on the platform. You can use the obtained information to identify the areas that need improvement and tweak your current marketing strategy. 

Last but not least, you need to make sure to leave some space in your TikTok marketing strategy for impromptu decisions, out-of-the-box solutions, unrestrained fun, and creativity. This way, you’ll be able to succeed on TikTok and promote your brand successfully!