TikTok is proving to be a significant advertising and marketing heavyweight as extra manufacturers leverage the app to seek out and delight their viewers. In the event you‘re a model looking for your footing on TikTok, you’ve come to the best blogger.
I spoke with social media professional Annabelle Nyst, former senior advertising and marketing 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 just a few issues.
Desk of Contents
How TikTok Can Assist Your Model
Considered one of TikTok’s most blatant advantages for manufacturers is its skill 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, increasingly more shoppers are studying about manufacturers’ services and products by means of the platform. In one among our latest surveys, 47% of consumers choose discovering new merchandise through short-form movies like TikTok.
TikTok may also enable you 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 huge 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 opponents.
Moreover, in case you‘re trying to faucet into Gen Z, a era with vital 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 Methods
I‘ve seen manufacturers use numerous methods to market themselves on TikTok. Listed here are just a few profitable methods I’ve seen.
Influencer Advertising
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 folks 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.
In the event you‘re engaged on a tighter finances, take into account working with micro-influencers, creators with between 10,000 and 100,000 followers. They’re usually extra reasonably priced than macro-influencers and celebrities.
Additionally they are likely to have a tighter-knit group and stronger bond with their followers than influencers with bigger followings, in order that they’ll be extra more likely to foster group round your model.
Tutorials
Posting tutorials is an effective way to determine authority and belief in your model. They present that your model is educated in its trade and may spotlight your merchandise’ many makes use of.
ColourPop, for instance, usually posts brief tutorials showing TikTok users how one can obtain distinctive appears to be like utilizing the model‘s merchandise.
Trending Subjects
One model that is aware of how one can use trending subjects to its benefit on TikTok is Duolingo. Whether or not it is a trending sound (extra on that later), TV show, or foolish phrase, Duolingo is aware of how one can adapt quick and join a pattern to its model.
Trending Audio
After all, TikTok would not be TikTok with out its trending audio. In the event you didn’t know, TikTok permits customers to repurpose songs, phrases, and different sounds and incorporate them into their movies. Brands often join in the fun 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 professional suggestions.
5 Professional Suggestions for Constructing a TikTok Technique
- Know the place your viewers hangs out.
- Discover your ‘why.’
- Decide how you will present worth.
- Save time by making a content material calendar.
- Insert your voice strategically.
1. Know the place your viewers hangs out.
It‘s vital to know the place your viewers hangs out on-line. For some manufacturers, this contains TikTok, however for others, it doesn’t. As an illustration, in case you promote retirement houses, you gained’t get a lot traction with the platform’s predominantly youthful viewers.
“TikTok is clearly all the fad proper now, and it is smart that manufacturers wish to leap in. However earlier than you achieve this, ensure that to take time to ask the best questions: Does it make sense for our model to point out up on TikTok? Is our audience there?” advises Nyst.
In the event you’re debating whether or not to advertise your model on TikTok, bear in mind to base your choice on a very powerful issue: your audience.
2. Discover your “why.”
Getting began on TikTok can really feel overwhelming, particularly when you do not have a objective to work in the direction of.
Consider your objective as your compass. It influences the movies you make, the subjects you cowl, and your general technique. You needn’t have a particular objective proper off the bat — and it’ll possible change over time — however you need to have an concept of the overall route you wish to go.
Listed here are just a few widespread objectives:
- Construct an engaged group
- Enhance model consciousness
- Enhance model picture
- Promote merchandise
- Generate web site site visitors
- Increase your viewers
- Present customer support
- Educate your viewers
It‘s simply as vital to trace your progress. Have a look at a number of key efficiency indicators (KPIs), akin to profile views, video views, video likes, and follower development, to see in case you’re inching nearer to your objectives.
3. Decide how you will present worth.
The following 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 instructed me, “Asking this query upfront will enable you set up your function for being on TikTok and what your model’s presence would possibly appear like on the platform.”
Keep in mind what I stated about Gymshark? The model gained critical 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 “critical” 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. In the event you haven‘t seen their movies, you would possibly count on critical content material. As a substitute, you’ll discover comedic skits in regards to the newest breaking information.
The objective is to offer worth in a fascinating approach. That is achievable for a lot of manufacturers — critical or not.
4. Save time by making a content material calendar.
TikTok has billions of lively customers and thousands and thousands of conversations on the platform day by day. Plus, traits come and go quickly. In brief, TikTok can get overwhelming. For that reason, Nyst recommends planning a content material calendar.
“Issues transfer shortly on TikTok, and gaining new followers usually is dependent upon having a financial institution of current content material in your profile. So, suppose forward to what number of movies every week you’d prefer to put up and how much subjects you will concentrate on,” Nyst says.
That stated, TikTok is a trends-driven platform, so ensure that to go away house in your content calendar to leap on traits and create time-sensitive content material.
You additionally must determine how usually you need to 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 essential.
One other upside to posting constantly is that the extra you put up, the extra insights you achieve out of your viewers. It will enable you perceive what subjects and video kinds they reply to essentially the most.
Need to know the perfect day and time to publish your movies on TikTok? Take a look at this helpful guide.
5. Insert your voice strategically.
Whenever you first be part of TikTok, it is tempting to hitch 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, they usually’re altering on a regular basis. It is vital to keep in mind that your model would not have to be part of each single dialog – so attempt to choose those the place it is smart to insert your voice,” Nyst instructed me.
She provides, “Certain, the most recent dance pattern is likely to be thrilling, however can your model truly carry one thing new, distinctive, or useful to the desk?”
Not each pattern or problem will align along with your model or its messaging. On prime of that, in case you can‘t add a brand new or distinctive spin, it’s higher to skip it fully. However don’t fret about lacking out — traits 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 and marketing platform. Earlier than leaping in, ensure that TikTok is smart in your model. When you’re on the platform, concentrate on constantly focusing on your viewers with useful content material.
Editor’s be aware: This put up was initially printed in November 2022 and has been up to date for comprehensiveness.
