TikTok Marketing: Complete Guide for Marketers (2024)

Manana Papiashvili
Manana Papiashvili
Head of Growth at Insense

There’s no doubt that TikTok’s popularity has spiked over the last few years.

It was actually the most downloaded app of 2020, drawing millions of users into creating short videos that are fun and engaging.

Many brands spotted the emerging social network early on and took advantage of it to connect with their target audience.

Others have only recently started to discover how it can be beneficial for them through a wide variety of ways, and yet more aren’t aware of how to use the platform for marketing purposes.

That's exactly why we've created this guide; to show you how you can integrate TikTok into your social media marketing strategy, especially if you’re a newbie to the platform.

To be precise, we’re going to cover:

  • Why TikTok is good for marketing
  • What the benefits of using TikTok are
  • How to use TikTok for marketing
  • A TikTok marketing strategy to get you started

Plus, many tools and examples to get you inspired so you can nail your next TikTok marketing campaign!

If you’re as excited as we are, let’s get started because we’ve got lots to cover.

Is TikTok Good for Marketing?

TikTok is good for marketing, particularly for businesses that want to reach a wider audience; it’s one of the most-used social platforms with a wide variety of demographics.

The Chinese app, known as Douyin in its home market and owned by Bytedance, actually revealed recently that it has now reached over 1 billion monthly active users.

Impressive, right?

Image Source: TikTok

This makes TikTok one of the most-used social media apps, falling just behind Facebook, Instagram, and YouTube.

When it comes to demographics, TikTok’s user base is quite diverse, even though many would argue that TikTok is a platform for younger generations. 

In fact, in terms of the US, teens accounted for 25% of TikTok's active user accounts. 

On the other hand, users in their twenties accounted for over 22% of the app's user base while users in their thirties accounted for over 21.5%.

Have a look:

Image Source: Statista

Therefore, it's clear that TikTok can be suitable for almost any type of brand, whether you're aiming at both older and younger audiences.

What’s more, the app seems to have the best engagement rates out there, outperforming even the most used platforms such as Instagram.

For example, while the average engagement rate of micro-influencers on Instagram is 3.8%, on TikTok it’s as high as 17.9%.

That’s quite a noticeable difference, right?

Image Source: Influencer Marketing Hub

This metric is both important and appealing to any type of brand looking to use TikTok to leverage its marketing strategy.

What we can conclude from the stats above is that the platform has already started to establish itself as one of the primary social media choices for online users.

The following study by Marketing Charts further supports this claim, since it found that 29% of US teens prefer TikTok to Instagram (25%), as well as Twitter (3%) and Facebook (2%); only falling behind Snapchat with 34% of the respondents choosing it as their favorite platform.

US Teens favorite social platform infographic
Image Source: Marketing Charts

To sum up, TikTok can be a very good marketing investment for every business out there, big or small.

As long as you know your way around the platform, the results can be outstanding.

That’s because it comes with various benefits that can help you take your business to the next level.

Let’s have a look at them.

What Are the Benefits of Using TikTok for Marketing?

Any digital marketing strategy should offer your business lots of benefits.

After all, why should you use it if you don’t get a good ROI (return on investment)?

Luckily, TikTok isn’t just a great place to create content; it's also a way for brands to promote their products and services.

Let’s see why you should use the platform as a marketer or business owner.

Benefit #1: Increase your brand awareness

Brand awareness is one of those metrics that all brands crave but isn’t always easy to measure.

However, social media is one of the best places to get your brand in front of many people, especially your target audience.

TikTok is no exception; it gives you the chance to go viral by creating engaging content that'll capture your viewers' attention.

Think of the engagement rates we looked at earlier; what you need to do is set out a good content marketing plan and get creative.

After all, with over 1 billion views per day and TikTok users from 155 countries across the world, your brand is bound to gain a great amount of recognition.

All in all, TikTok marketing can really help your business get off the ground.

Let’s continue to the next benefit.

Benefit #2: It elevates video marketing

Yes, uploading posts and images on Facebook and Instagram are awesome ways to promote your brand, but what about videos?

While you can upload them on almost any social media platform, the fact that TikTok only allows videos is a great advantage.

Compared to static images, social media video content is more fun and engaging, mainly due to the use of sounds and movements that can tap into people’s emotions.

According to a Hubspot survey, more than half of consumers want to see video content from brands more than any other content format.

Image Source: HubSpot

TikTok not only gives you the chance to solely use video content but also leverage it through the addition of trending songs, effects, stickers, and relevant hashtags.

You can even combine videos with high-quality, user-generated content; a tactic that gives your brand authenticity and we’ll cover it a little later in this guide.

However, to give you a small taste, look at the following TikTok by Shopify:

Image Source: TikTok

As part of its ecommerce social media strategy, the company used the power of UGC and video marketing to create videos based on viral trends.

Sounds good, right?

Moving on to the next benefit.

Benefit #3: Create a community

An important part of how TikTok works is the fact that it allows you to cultivate a community of followers.

Communities - an important part of digital PR - can be extremely beneficial for businesses since they’re key to creating brand loyalty and establishing a strong online presence.

What’s more, you get to communicate with your community members, hear their opinions, encourage them to share their love for you, and many more.

TikTok helps you capitalize on these opportunities because it goes beyond the standard social media options, such as likes, comments, and shares.

For example, TikTok creators can upload their reactions to other people’s videos, as well as collaborate with each other in what’s called a “split-screen duet”.

Brands have also taken advantage of these in an effort to get closer to their audience.

A good example is that of Vessi, a water-proof shoe company:

Vessi's UGC ad
Image Source: TikTok

By dueting with its UGC creators that promote its products, not only does it upload authentic content on its TikTok account, but also collaborates with its most loyal supporters.

Therefore, it manages to create a close community of like-minded people that helps the brand go to the next level!

Moving forward.

Benefit #4: Better organic reach

Do you know what makes TikTok truly unique?

Its algorithm.

If you’ve spent some time using the TikTok app, you’ve most likely been amazed by the number of views one simple video can get; we’re talking about numbers that other social networks can rarely dream of.

First of all, TikTok’s format of endless scrolling helps videos gain more exposure because it’s easy to go through content.

This is a feature that platforms like Facebook and Linkedin don’t offer.

What’s more, the content you upload doesn’t only appear to your followers, but also the “For You" tab of thousands - sometimes millions - of users; therefore your brand is exposed to a wider audience, making it easier for them to discover you.

This is particularly useful if you're a smaller brand that's looking to get off the ground through cost-effective methods, like organic content.

It’s also noteworthy that users have more options available to them in order to explore relevant content.

What we mean by that, is that they can find targeted content through:

  • Hashtags
  • Locations
  • Sounds
  • Effects

Plus, there's the “Discover" page where the platform’s algorithm presents users with relevant videos based on their preferences.

Overall, TikTok offers brands and content creators the chance to achieve better organic reach than almost any other platform; making this another reason why you should use TikTok for your business.

However, if you don’t feel confident in using it yet, there's no need to worry.

We’ll explain everything you need to know later in this guide, and, by the end, you’ll be fully ready to use TikTok to take your business to the next level.

Let’s now have a look at four ways that you can use TikTok for marketing.

How to Use TikTok for Marketing: 4 Ways

As we've said, in this section of our guide, we’re going to present four ways that businesses - including yours - can take advantage of TikTok as a marketing tool.

Each way will be accompanied by a real-world example so you can get inspired and potentially implement it in your next TikTok campaign.

Without further ado, let’s get into it.

Way #1: Publish great TikTok videos

No surprises here,  the first way is to publish great TikTok videos.

Simply uploading content won’t get you far; there are so many businesses and creators using the platform so you need to create something fun, engaging, and - ideally - authentic.

Think of what users want to see.

Are there any current trends or TikTok challenges at the time you’re reading this?

There definitely are, so we recommend finding a way to integrate them with what your business has to offer in a smart way.

Author’s Note: Find trending hashtags, sounds, and effects that'll  make your videos engaging and help you establish a strong TikTok presence.

One of the best examples out there is the airline company Ryanair.

Example: Ryanair

What’s interesting in the case of Ryanair is that the company doesn’t promote itself through its content.

What it actually does is create funny videos that show typical passenger types, common complaints it gets, what it’s like working for an airline, and many more.

Image Source: TikTok

What’s more, the company is constantly taking advantage of TikTok trends and successfully manages to integrate them through its content.

This unique and indirect way of promoting the airline has helped it gain over 1.2M followers, with an average of 480K views and 50K likes per post, making it the most popular TikTok account in its industry.

Not bad, right?

Moving on to the next way.

Way #2: Run TikTok ads

Sponsored content has always been a game-changer for brands with a social media presence.

Although TikTok didn’t bring this feature in from the very beginning, it seems that it’s gaining an edge over other platforms.

For example, the recent pandemic meant lots of companies took a big hit, being forced to cut their advertising spend.

As a result, sponsored content trends on social platforms also decreased, apart from TikTok.

Image Source: Traackr

TikTok advertising seems to be very popular among brands, and rightly so.

After all, the platform has such a big and diverse user base that almost every company’s target audience is on it.

How can you use TikTok ads to promote your business?

There are actually five ad formats that you can use.

Let’s have a look at them.

Ad format #1: In-feed ads

In-feed ads are TikTok’s standard ad format which allows you to embed your social video ad on your target audience’s “For You” page, the user's main feed.

This gives users the ability to like, comment on, and share your video, giving you a great amount of brand awareness.

What’s more, you get to add a CTA prompting users to download your app through the app store, visit your website, or follow your TikTok account.

Image Source: TikTok

Done right, his type of ad is a great way to boost your ROAS (return on ad spend).

It’s worth noting here that in-feed ads come in different variations.

For instance, TikTok Spark ads are a way for businesses to utilize authentic content in a native ad format.

This means that you can use organic posts made by other creators as ads on your own TikTok account. 

Plus, on a non-Spark ad, when a user clicks on the profile photo, the username, or CTA, they’re directed to the advertiser’s landing page, while Spark ads behave like a regular TikTok.

Image Source: TikTok

Sounds good, right?

Another type of in-feed ad is the Playable ad.

This allows you to showcase a preview of your app through interactive videos where users can get taster before they download it.

Assuming your app is a game, they can play a very small part of it in order understand the broader experience rather than simply watching a video of it.

Let’s see an example of an in-feed ad.

Example: Adobe

Adobe took advantage of TikTok’s in-feed ads to promote Adobe Lightroom.

The use of a clear CTA was also deployed - “Download” - to prompt users to download the Adobe Lightroom app.

Image Source: Later

Author’s Tip: Make your in-feed ads catchy. Users tend to scroll fast so you’ve only got a couple of seconds to catch their attention.

Let’s look at the next type of ad.

Ad format #2: Top-view ads

Top-view ads are a great way to get your brand in front of a huge number of people.

They’re similar to in-feed ads but they’re the first post that users see when they start scrolling their “For You” feed, so they offer a lot of exposure.

According to TikTok: “When combined with In-Feed Ads, TopView has proven to be TikTok's most effective ad type in driving sales impact.”

Image Source: TikTok

This ad format allows you to run videos that are up to 60 seconds long, so you’ve got plenty of time to get creative and pass on your message.

However, the same thing applies as before; you need to catch the attention of users within the first couple of seconds.

Otherwise, there’s a big risk that they’ll keep scrolling and avoid your ad.

Here’s an example.

Example: Balenciaga

Balenciaga is a case study that TikTok itself is promoting.

Using top-view ads as a holiday marketing idea, the company managed to reach over 23M people with a CTR (click-through rate) of 18%, over the Christmas period.

Image Source: TikTok

In fact, the high-end brand was so impressed with the results that it decided to capitalize on another ad format, the brand takeover ad.

Let’s have a closer look at it.

Ad format #3: Brand takeover ads

These types of ads are full-screen branded videos that appear as soon as users open the app.

Since they can’t engage with them, the ads are meant to be short and snappy, communicating their message in only a few seconds.

What’s more, they can even be in the form of an image or GIF, as well as include a link that'll drive users to a landing page.

They’re great for delivering mass awareness and generating sales; you place your message right in front of your target audience’s eyes.

Let’s see an example.

Example: Spotify 

Spotify Germany wanted to promote their new “Duo” plan for couples, so they asked real-life couples to participate in a dance.

Image Source: TikTok

The campaign, however, wasn’t just in the brand takeover form, since the branded hashtag #HowDuoYouListen was also used to promote the service.

The result?

Over 700M video views from 280K UGC entries, with a 5% CTR.

Pretty impressive, we must say.

Since we've looked at branded hashtags, let’s have a closer look at them.

Ad format #4: Branded hashtags

While we’ll cover hashtag challenges soon, it’s important now to say that they’re a great way to not only promote your brand but also create a community through the power of UGC.

By creating unique branded hashtags - similar to the one in Spotify’s case - you can capitalize on both organic and sponsored opportunities because you encourage your followers to create their own content based on them.

They’re a big part of influencer marketing campaigns and can generate a lot of awareness.

According to TikTok: “More than 50% of Branded Hashtag Challenges have >$5 ROAS for the CPG industry”.

Here’s another example.

Example: Netflix

With Netflix Germany wanting to promote its new series “Tribes of Europa”, the branded hashtag challenge called #TribesChallenge was set up.

By partnering with ten TikTokers, it demonstrated how to take part in the challenge.

Image Source: TikTok

The result was a staggering 1.5B views across different ad formats, such as top-view and in-feed ads, combined with impressive branded effects.

Branded effects are another option brands have; let’s dive deeper into them.

Ad format #5: Branded effects

Branded effects allow companies to get creative through the use of customized filters and effects.

This can either be as a standalone campaign or integrated into a hashtag challenge, like in the case of Netflix we just saw.

Since they’re engaging and fun for users, it’s easy to incentivize them to create content using them!

Let’s see an example.

Example: Halls 

Halls Russia wanted to reinforce its updated brand positioning among Gen Z and Millennials.

By incentivizing creators to use its effect and the hashtag #HallsChargeTheMoment, it managed to generate over 17M views and a 61% lift in brand awareness.

Image Source: TikTok

To sum up, those are the ways that businesses can take advantage of TikTok ads.

While each can deliver great results, even for small businesses, it’s important that they’re all carefully planned and aligned with your brand.

Let’s continue to the next way that businesses can use TikTok.

Way #3: Leverage TikTok influencer marketing

Influencer marketing isn’t something new to marketers.

It’s a proven effective tactic that can be implemented on various social platforms.

Working with the right influencers can get your brand and products in front of a whole lot of people online, and TikTok is one of the best places to do so.

It’s exciting, creative, and designed for mobile devices, so you’re able to share your content seamlessly with the help of a wide variety of creators that can satisfy any brand’s needs.

Whether the influencer campaign’s goal is to increase sales or raise awareness, TikTok offers both the content tools and the audience to do so.

We believe the best way to show you the benefits of marketing techniques is through a case study.

Let’s get into it.

Example: P&G

The COVID-19 pandemic was - and still is - a difficult time for everyone.

Ohio Governor Mark DeWine requested Proctor and Gamble encourage young people to stay at home in order to remain safe from the virus.

Creating a marketing plan that would target a specific age group such as Gen Z requires a good understanding of what their interests are.

That's why P&G collaborated with maybe the most famous TikToker, 15-year-old Charli D’amelio, to perform a dance and use the hashtag #DistanceDance.

Image Source: TikTok

What’s more, the video prompted other users to do the same dance in order to raise awareness about the importance of staying at home and distancing.

This is a great example of an influencer campaign that doesn’t aim to increase sales, but instead to generate awareness about a cause.

The results of the TikTok were almost 200M views, not counting the millions of others generated by the rest of the UGC videos.

TikTok influencer campaigns can be a great way for brands to promote themselves, especially when trending videos and challenges are taken advantage of.

Moving on to the next way we have for you.

Way #4: Run hashtag challenges, giveaways, and contests

This way of using TikTok for businesses is all about hashtag challenges and giveaways.

We talked about branded hashtags earlier on - they’re a great way to incentivize giveaway and contest entries.

By having more and more creators generate their own content, in exchange for participating in your giveaway, you gain plenty of exposure for your brand.

According to a study, social media giveaways can help you grow your followers 70% faster over three months than if you didn’t host a giveaway at all.

Let’s look at how Crocs have taken advantage of contests to raise awareness.

Example: Crocs

In 2019, the company was planning on releasing a pair of Crocs worth $1,000, so it asked creators to show what they think they would look like through a TikTok video.

The winner of the best video would win a pair of the $1,000 Crocs as a reward.

They called this the #ThousandDollarCrocs challenge and managed to increase their followers by 18% in the first 24 hours through the mass use of UGC.

Image Source: TikTok

Impressive, right?

Now that you’ve seen how TikTok can be used by brands and what the benefits are, it’s time to show you how you can get started yourself.

A Simple TikTok Marketing Strategy to Help You Get Started

In this section of our article, we’ll present you with a step-by-step guide to help get you started with TikTok marketing.

We’ll try and keep the process as simple as possible, without missing any important steps.

Let’s get into it. 

Step #1: Identify your target audience

The first step to any marketing plan is identifying your target audience.

To put it simply, you can ask yourself who is the most suitable person to buy your product?

You can then go ahead and create a persona, or your ideal customer or user.

For the sake of an example, let's say you’re a beauty brand - your persona could be women, aged 18-34, living in the UK, and with an interest in cosmetics.

This simple exercise will help you pinpoint who you should try to reach through TikTok by creating the right type of content for organic and paid reach.

When talking about the latter, TikTok allows you to choose who's going to see your ads.

After all, what’s the point in creating TikTok ads if they reach an irrelevant audience?

In the image above of TikTok’s Ads Manager, we can see that you can specify the demographics of your campaign; so location, gender, age, and languages are available to you.

After that, you can go ahead and specify your target audience even more by adding their ideal interests, plus their behavior with other videos.

Pretty cool, right?

This'll ensure that your campaign reaches the right target and that you get your money’s worth from your ad budget.

However, identifying your persona is also vital for organic purposes, since you need to be able to create the right type of content that'll appeal to your target audience.

Let’s move on.

Step #2: Define your objectives

Now that you know who your target audience is, it’s time to define your objectives.

Every marketing plan should have a goal; without one, you won’t know whether your campaign was successful or not, in order to make any potential iterations to it.

Once again, this is important for both organic and paid purposes, but particularly the latter one.

For instance, do you want your campaign to generate awareness, traffic, or maybe leads?

TikTok allows you to select your desired objective in order to optimize your ads.

In the ads manager dashboard, you’ll see that TikTok has separated the objectives into three categories:

  • Awareness
  • Consideration
  • Conversion

With each category basically representing a different stage of the sales funnel, from top to bottom.

To sum up, whatever your goal, you must have it clearly defined from the beginning.

Moving on to the next step.

Step #3: Create a content strategy

The essence of every TikTok marketing strategy is how well you’ll take advantage of the content you put out there.

What type of videos will you upload? How often? Will you collaborate with influencers?

Those are just a few of the questions you should ask yourself before starting to use TikTok for your business.

For instance, in the case of Ryanair that we saw above, should the company had decided to follow a different content strategy, then the results would probably be different than what they are now.

However, a tactic that almost always offers great results is taking advantage of the trends, as long as it makes sense to do so according to your brand.

If you want to find more ideas about what type of content to create, you can always research relevant hashtags in your niche and see what videos they’ve been used in.

You can always check out your competitors to see what content works for them, so you know what to avoid or what to pay homage to.

What’s more, the frequency and the time at which you upload will also play a role in how well your content performs.

Image Source: Influencer Marketing Hub

Whatever decisions you make, we recommend you do your research before taking them and sticking to a plan.

There’s nothing better for your followers than knowing exactly when to expect a new video from you!

Moving forward.

Step #4: Track your results

We said earlier that goal setting will help you determine whether your marketing efforts have been successful or not.

In order to do this, you must track the results of your content strategy, including your TikTok ads if you run any.

What results are important to you will be affected by what your objectives are. 

For example, if your objective is to raise awareness then impressions, likes, comments, shares, and engagement rates are the most important metrics to measure.

Plus, you'll want to track if your followers increase or decrease.

TikTok offers the chance to check your profile’s analytics and track your progress.

Image Source: Wishpond

On the other hand, if you want to increase conversions then metrics like CTR and installs are good to track.

Overall, whatever your objectives are, it’s of great importance to stay on top of your performance and track your progress at every step of the way.

Let’s now have a look at some tools that’ll help you with your TikTok marketing plan.

4 TikTok Marketing Tools to Use as Part of Your Strategy

In the following section, we’re going to cover four important tools that can assist you in your TikTok marketing strategy.

After all, even the most experienced marketers use tools that help them become more productive.

Let’s get started with the first one.

Tool #1: Insense

The first tool on our list is our very own platform, Insense.

While we don’t want to brag too much, we’re really proud of what we’ve created to help brands and creators develop and create amazing content across different platforms.

TikTok is no exception; brands looking to elevate UGC in their marketing strategy can use our platform to discover and collaborate with TikTokers who'll create high-quality and authentic content.

With a database of over 35K creators, you're sure to find the right ones for you to take your brand to the next level.

Some of the niches we cover are:

  • Beauty
  • Food
  • Fashion
  • CPG (consumer packaged goods)

Plus, many more in order to optimize your TikTok marketing campaigns.

In terms of pricing, we like to keep things simple and clear. 

You can choose between three different plans based on your needs, all of which offer an unlimited number of creatives.

While the Scale plan is the most popular one, you can always go for the Trial Month plan if you want to see whether our platform works for your brand, or the Advanced if you have more needs.

Overall, if you’re looking for a tool to elevate your TikTok marketing strategy, don’t hesitate to book a demo with us!

Moving on.

Tool #2: Fanbytes

The next tool we have for you is Fanbytes.

Image Source: Fanbytes

Fanbytes is a UK-based company that helps brands connect with their audience on platforms like TikTok, Instagram, and Snapchat, all through the power of influencer marketing.

Some of the brands that have trusted Fanbytes are H&M, Boohoo, and Deliveroo, across a total of 2K campaigns.

Unlike other software, the platform doesn’t offer any monthly pricing plans, instead, it works with brands on a campaign by campaign basis.

The minimum spend, however, is $3K to start with.

Let’s continue.

Tool #3: Neoreach

The third tool on our list is called Neoreach.

Image Source: Neoreach

Neoreach is an influencer marketing platform trusted by brands like Netflix and Macy’s.

By connecting them with top-performing niche creators, brands can launch and amplify their campaigns on platforms like TikTok.

What’s more, Neoreach consults brands on their marketing goals and other data-driven decisions.

When it comes to pricing, the platform offers two plans despite not disclosing the cost.

Image Source: Neoreach

Managed Services is for Neoreach to manage a brand’s campaign from start to finish, and Platform & API refers to the brand using the platform as an influencer marketing tool. 

Let’s get to the final tool we have for you. 

Tool #4: Analisa

Analisa is the last tool on our list.

Image Source: Analisa

While the rest of the tools we covered are in the influencer marketing and UGC industry, Analisa is a little different, but also useful.

It’s an analytics platform that allows marketers to gain insights for TikTok profiles and hashtags, as well as mapping influencers and verifying their authenticity.

It also allows brands to conduct a competitive analysis in order to track their competitor’s performance on both TikTok and Instagram.

Sounds good, right?

Let’s have a look at the pricing structure.

Image Source: Analisa

The company offers four different plans, ranging from a Basic one that's free and comes with the most simple features, all the way to the Pro one where brands can analyze up to 5K posts per profile, plus extract a wide range of data.

Now that you know which tools can help you along your TikTok marketing journey, let’s have a look at a few brands that have done great for themselves by using the platform.

4 TikTok Influencer Marketing Examples to Inspire You

While there are countless case studies that show how TikTok can be used by businesses - we even covered some earlier - this section of our guide will solely be dedicated to them.

We’ll cover brands from a wide range of sectors so that you can get inspired for your next campaign.

Let’s get started.

Example #1: Gymshark

Gymshark has established itself over the past years as one of the world’s best fitness brands.

A large part of this success comes from its strong presence on social media, particularly Instagram.

In 2019 however, the company decided that it wants to target a younger audience and TikTok was the best way to do that.

By creating the 66 Days: Change Your Life challenge, they incentivized users to set a personal goal and achieve it in 66 days.

The winner of the contest would receive a year’s supply of Gymshark's products.

Image Source: TikTok

The result was over 240M views in total, from UGC videos using Gymshark’s hashtag.

This gave the brand an enormous amount of exposure, but also a positive image since it encouraged people to achieve a personal goal, even if it wasn’t fitness-related.

This is a great example of how branded hashtags and contests can benefit a brand for no or very little cost.

Let’s move on to the next example.

Example #2: Chipotle

Chipotle is a Mexican fast-food chain in the US and in 2019 it decided to run two TikTok challenges.

The first one was about users uploading videos with the hashtag #ChipotleLidFlip, trying to do impressive flips with lids.

Image Source: TikTok

The outcome was over 320M views across all TikTok videos of users doing the challenge.

For the second challenge, the company created the hashtag #GuacDance and prompted people to upload videos of them dancing to a certain song.

Image Source: TikTok

The challenge had such a huge response that the company reported a 99% increase in their digital sales compared to the previous year, with that part representing about 18% of their overall sales.

Impressive, right?

They recognized that half of their customers are Gen Z and Millennials, so it made even more sense to deploy TikTok to reach out to them.

With that, they created another challenge called #Boorito for Halloween, which has amassed over 4.2B views so far!

This is yet another example showing how TikTok can really leverage a brand’s social presence.

Let’s continue.

Example #3: Calvin Klein

Calvin Klein, the famous fashion company, landed on TikTok in 2019 and took the traditional influencer marketing route.

By partnering with 22 famous creators, such as Kendall Jenner, and using the hashtag #MyCalvins, they managed to generate almost 50M views.

Image Source: TikTok

Each influencer talked about a certain statement that concerned them while wearing Calvin Klein clothing during the short interview.

This marketing move worked to get the brand closer to a younger, hipper audience and it seems like it worked.

According to Glossy

“The potential of TikTok for Calvin Klein has already been proven. The brand said that within 24 hours of launching “My Calvins” on the platform, it became the most-viewed digital campaign the brand has ever done, with more than 10 times the engagement of the campaign it ran with Justin Bieber in the spring of 2015”.

All in all, TikTok was a very wise move for Calvin Klein, as well as many more fashion companies.

Moving on.

Example #4: Red Bull

Red Bull never fails to impress when it comes to digital campaigns.

By partnering with TikToker Keeoh, they generated over 2M impressions from a single video.

Image Source: TikTok

The TikTok showcases what, at first, appears to be a magic trick, but in fact isn’t.

What’s important to take away here is that the brand took advantage of an existing trend, without making an apparent effort to sell or promote the product.

This is a kind of low-sell influencer marketing that avoids being “sales-y” and consumers actually prefer it.

To sum up, TikTok clearly is an effective marketing tool for any business, of any size.

As long as you know your way around the platform and keep in mind the steps we covered,  you’re fully ready to integrate TikTok into your marketing campaign.

Do you always need help doing that?

Let’s find out.

Do You Need a TikTok Marketing Agency?

Whether you need a marketing agency to run a TikTok campaign isn’t a simple yes or no question.

There are many factors to consider when making that decision, so we suggest taking them all into account.

One of those factors is your budget; if you’re a small business with a tight budget to spend, then perhaps an agency isn’t the right fit for you yet.

You can always set up a TikTok marketing strategy on your own, as long as you educate yourself enough on the matter.

This guide is a good place to start!

On the other hand, if you have the luxury to invest more into TikTok, then an agency can really help you manage your budget effectively in order to ensure the best results possible.

Another factor is your needs; if you want to simply create authentic content to engage with your followers, then you can always experiment on your own.

However, if you wish to create a large influencer marketing campaign, take advantage of UGC, and raise a great deal of brand awareness, then collaborating with a trusted partner would be ideal.

All in all, we suggest identifying what your resources and objectives are before deciding whether you need a marketing agency or not.

Let’s wrap things up with some final words.

Now Over to You

There you have it.

That was the complete guide on TikTok marketing; we hope you enjoyed it and gained some valuable insights.

Especially if you’re a beginner to the platform, our tips and examples are a great way to start, so we recommend coming back again before actually launching your TikTok campaign.

If you want to elevate your TikTok marketing strategy with a trusted platform, don’t hesitate to book a demo with us so we can guide you step-by-step.

Thanks for reading!

Frequently Asked Questions (FAQs)

Let’s now answer some of your frequently asked questions, to make sure you’ve fully understood everything.

Q1. How do you promote your business on TikTok?

There are many ways to promote your business on TikTok.

The most common ones include:

  • Running TikTok ads
  • Creating great content
  • Using influencer marketing
  • Taking advantage of contests and giveaways

Q2. What is TikTok's target market?

While TikTok doesn’t have a specific target market, what we can say is that over 1 billion people use it every month. Out of them, almost 60% are female and 40% are male, while 60% of the audience consists of Gen Z users.

Q3. Should you use TikTok for marketing?

While there are many things to consider, the answer in most cases is yes. There are so many different ways to use TikTok that almost every brand can find a suitable one to promote its products and enjoy the benefits.

Q4. How do you create great TikTok content?

The first step to creating great TikTok content is to identify your target audience. You can then come up with a plan, such as to take advantage of trends and challenges, as well as collaborate with influencers to create authentic content.

Q5. How does the TikTok algorithm work?

The TikTok algorithm is basically a recommendation system that promotes videos on your “For You" feed. The content you see is determined by which accounts you follow and what types of content you’ve interacted with in the past. This ensures that the videos you see are as relevant as possible to your interests and behavior.

Q6. How do I promote a TikTok post?

A great way to promote a TikTok post is by boosting it with ads in order to reach as many people as possible. There are many ad formats to choose from, each with its own features and benefits.

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Manana Papiashvili

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