TikTok is proving to be a serious advertising heavyweight as extra manufacturers leverage the app to search out and delight their viewers. When you‘re a model looking for your footing on TikTok, you’ve come to the precise blogger.
I spoke with social media skilled Annabelle Nyst, former senior advertising supervisor for HubSpot‘s model social channels and present social media content material supervisor G-P.
However earlier than we get into her perception, let’s go over a couple of issues.
Desk of Contents
How TikTok Can Assist Your Model
One in all TikTok’s most blatant advantages for manufacturers is its capability to spice up model consciousness and discovery. As of 2025, TikTok is estimated to have over 2 billion customers, which is lots of people who can doubtlessly see your model.
Even higher, an increasing number of shoppers are studying about manufacturers’ services via the platform. In certainly one of our latest surveys, 47% of shoppers desire discovering new merchandise by way of short-form movies like TikTok.
TikTok may also assist you to construct a group round your model. Take Gymshark, a health attire firm, for instance. The England-based firm gained an enormous following on the platform by teaming up with micro-influencers, sharing relatable memes, and creating challenges that engaged its viewers, fostering group.
The model confronted the problem of competing with large manufacturers like Nike and Adidas, each of which have extra model recognition and bigger budgets than Gymshark. Nevertheless, by group constructing, Gymshark has amassed nearly as many followers as each rivals.
Moreover, when you‘re trying to faucet into Gen Z, a era with important shopping for energy, then there’s no query your model needs to be on TikTok. In line with Statista, 78% of Gen Z social media customers within the U.S. use TikTok.
TikTok Advertising and marketing Methods
I‘ve seen manufacturers use numerous methods to market themselves on TikTok. Listed below are a couple of profitable methods I’ve observed.
Influencer Advertising and marketing
When TikTok gained main traction in 2020, manufacturers struggled to adapt to the creator-driven platform as a result of TikTok customers worth authenticity and content material from actual individuals greater than manufacturers.
So, like Gymshark, manufacturers started collaborating with influencers, and to at the present time, it‘s one of many platform’s most tried-and-true methods. Influencers can humanize and introduce your model to their viewers, thus increasing your attain.
When you‘re engaged on a tighter finances, think about working with micro-influencers, creators with between 10,000 and 100,000 followers. They’re sometimes extra reasonably priced than macro-influencers and celebrities.
In addition they are likely to have a tighter-knit group and stronger bond with their followers than influencers with bigger followings, so that they’ll be extra prone to foster group round your model.
Tutorials
Posting tutorials is a good way to ascertain authority and belief in your model. They present that your model is educated in its business and might spotlight your merchandise’ many makes use of.
ColourPop, for instance, typically posts brief tutorials exhibiting TikTok customers methods to obtain distinctive appears to be like utilizing the model‘s merchandise.
Trending Subjects
One model that is aware of methods to use trending matters to its benefit on TikTok is Duolingo. Whether or not it is a trending sound (extra on that later), TV present, or foolish phrase, Duolingo is aware of methods to adapt quick and join a pattern to its model.
Trending Audio
In fact, TikTok would not be TikTok with out its trending audio. When you didn’t know, TikTok permits customers to repurpose songs, phrases, and different sounds and incorporate them into their movies. Manufacturers typically be part of within the enjoyable by connecting the audio to their services or products.
Keep in mind, not each pattern suits each model, however we’ll contact on that later.
Alright, let’s get into these skilled ideas.
5 Knowledgeable Ideas for Constructing a TikTok Technique
Know the place your viewers hangs out.
Discover your ‘why.’
Decide how you may present worth.
Save time by making a content material calendar.
Insert your voice strategically.
1. Know the place your viewers hangs out.
It‘s necessary to know the place your viewers hangs out on-line. For some manufacturers, this consists of TikTok, however for others, it doesn’t. For example, when you promote retirement houses, you gained’t get a lot traction with the platform’s predominantly youthful viewers.
“TikTok is clearly all the trend proper now, and it is sensible that manufacturers wish to soar in. However earlier than you achieve this, be certain to take time to ask the precise questions: Does it make sense for our model to point out up on TikTok? Is our target market there?” advises Nyst.
When you’re debating whether or not to advertise your model on TikTok, bear in mind to base your resolution on a very powerful issue: your target market.
2. Discover your “why.”
Getting began on TikTok can really feel overwhelming, particularly when you do not have a purpose to work in direction of.
Consider your purpose as your compass. It influences the movies you make, the matters you cowl, and your total technique. You needn’t have a particular purpose proper off the bat — and it’ll doubtless change over time — however you must have an concept of the final path you wish to go.
Listed below are a couple of frequent targets:
Construct an engaged group
Enhance model consciousness
Enhance model picture
Promote merchandise
Generate web site visitors
Increase your viewers
Present customer support
Educate your viewers
It‘s simply as necessary to trace your progress. Take a look at a number of key efficiency indicators (KPIs), corresponding to profile views, video views, video likes, and follower development, to see when you’re inching nearer to your targets.
3. Decide how you may present worth.
The subsequent step is figuring out the way you wish to current your model on TikTok. For Nyst, this begins with answering a easy query: how will you present worth to customers?
She informed me, “Asking this query upfront will assist you to set up your objective for being on TikTok and what your model’s presence would possibly appear like on the platform.”
Keep in mind what I mentioned about Gymshark? The model gained severe traction by offering worth and entertaining its followers with fitness-related challenges, skits, and clothes hauls.
As a result of TikTok is quirky by nature, it creates a false impression that “severe” manufacturers don‘t have a spot on the platform. This isn’t true. Nevertheless, you’ll have to method your model from a unique angle.
For instance, the Washington Submit has raked up over 1 million followers on TikTok. When you haven‘t seen their movies, you would possibly anticipate severe content material. As an alternative, you’ll discover comedic skits concerning the newest breaking information.
The purpose is to offer worth in an enticing method. That is achievable for a lot of manufacturers — severe or not.
4. Save time by making a content material calendar.
TikTok has billions of energetic customers and thousands and thousands of conversations on the platform each day. Plus, tendencies come and go quickly. In brief, TikTok can get overwhelming. Because of this, Nyst recommends planning a content material calendar.
“Issues transfer shortly on TikTok, and gaining new followers typically depends upon having a financial institution of present content material in your profile. So, assume forward to what number of movies every week you’d wish to put up and how much matters you may deal with,” Nyst says.
That mentioned, TikTok is a trends-driven platform, so be certain to depart house in your content material calendar to leap on tendencies and create time-sensitive content material.
You additionally must determine how typically you must put up on TikTok. Nyst favors high quality over amount, advising manufacturers to purpose for 1-2 movies per week. In different phrases, consistency is vital.
One other upside to posting persistently is that the extra you put up, the extra insights you acquire out of your viewers. This can assist you to perceive what matters and video types they reply to essentially the most.
Wish to know the most effective day and time to publish your movies on TikTok? Take a look at this beneficial information.
5. Insert your voice strategically.
If you first be part of TikTok, it is tempting to affix each dialog, hop on each pattern, and take part in each problem. Nevertheless, Nyst says manufacturers must set guardrails and be strategic with their content material.
“There are such a lot of conversations taking place directly on TikTok, and so they’re altering on a regular basis. It is necessary to keep in mind that your model would not must be part of each single dialog – so attempt to decide those the place it is sensible to insert your voice,” Nyst informed me.
She provides, “Certain, the most recent dance pattern is perhaps thrilling, however can your model really deliver one thing new, distinctive, or priceless to the desk?”
Not each pattern or problem will align together with your model or its messaging. On prime of that, when you can‘t add a brand new or distinctive spin, it’s higher to skip it solely. However don’t fret about lacking out — tendencies on TikTok are a dime a dozen, and one other one is true across the nook.
Again To You
TikTok stays a viable (and thrilling) advertising platform. Earlier than leaping in, guarantee that TikTok is sensible to your model. When you’re on the platform, deal with persistently focusing on your viewers with priceless content material.
Editor’s notice: This put up was initially revealed in November 2022 and has been up to date for comprehensiveness.
