TikTok is arguably one of the newest and trendiest social media platforms to date. This means there is likely less competition for brand promotion than other more saturated platforms like Facebook and Instagram. But don’t let this deceive you, there are still about 1 billion active users on TikTok each month!
Many brands have used this information to their advantage. With so many users and less saturation, companies have used TikTok as an opportunity to reach large audiences. Though fame and fortune on TikTok is often accidental, if done right, it is still possible to build a successful business presence through TikTok marketing.
So where do you begin?
First, you will need to make a business account. You can follow these instructions to create a business profile on TikTok.
TikTok marketing can help businesses:
- Increase brand awareness
- Build engaged communities
- Sell products and services
- Get feedback from customers and audiences
There are 3 major ways to market your brand on TikTok: using influencer marketing, posting organic content, and promoting your brand through a TikTok advertising campaign.
TikTok is home to many influencers and they can be the most significant tool for your brand to use to quickly build trust and gain exposure for your product or service. An influencer’s number one job is to influence their followers to do as they do. Often they encourage their followers to buy certain products that they value. Finding influencers that share your company’s values will help build a more authentic relationship with your ideal customers.
So how does this work exactly? Companies pay influencers to make content promoting their products or services. Those influencers will post this content on their personal TikTok page with the hope to build brand awareness and encourage conversion events to take place among those influencers’ followers.
The makeup brand Charlotte Tilbury reaped great rewards using this approach. In 2021, a few influencers posted videos about several of Charolette Tilbury’s makeup products. These videos went viral and those products quickly sold out. To this day, many of these products sell out quickly after restocking because they are so coveted by beauty gurus and makeup lovers.
Organic posting may be the most elementary answer to building a successful online presence, but it may be the most important step for marketing your brand on TikTok. And the best part about? It’s free!
Companies that post frequently to their social media accounts have improved their brand awareness and have created an online community that encourages brand loyalty.
Here are some tips to help your organic TikTok marketing efforts:
- Stay on top of trends. This helps your brand stay relevant and entertaining. Use the trendiest songs in the background of your videos to encourage views and engagement.
- Use humor. People use TikTok for entertainment. Be funny and engaging.
- Create content that could be viewed as ‘unhinged.’ The TikTok community has coined this term to describe content that is wild and refreshing. Unhinged content encourages users to interact with the video. It is important to be tasteful and clever with this type of content. Many companies have seen success in this approach. For example, the well-known sponge company, ScrubDaddy, has used this approach to gain over 2 million followers.
- It is important to be consistent in posting content. The best way to stay on top of posting frequently is to create a content calendar that is preplanned including creatives, captions, and hashtags.
The most successful brands use organic posts to encourage loyalty among their followers. To do so, it is best to promote your brand without bombarding viewers with your products or services. Chipotle has done this seamlessly. Their content is focused on staying relevant to trends, rather than promoting their delicious food. In the summer of 2022, a child creator made a video on TikTok about how much he loves corn. TikTok users found this kid to be funny and his video went viral. Chipotle jumped on this trend quickly. They created a video of an individual ordering a burrito bowl. This person said no to all items on the counter aside from their corn. The video footage panned up to reveal the face of the corn-loving kid who then quoted his own TikTok, saying “its corn!” This video got so much positive traction and received 42.9 million views!
Like other social media platforms, TikTok has created a way for business accounts to promote their brand using TikTok advertising. These advertisements show up on a user’s feed while they are scrolling. Users can also use spark ads which boost existing content found on their profile.
Much like organic content, ads should be creative, relevant, and entertaining. Balancing these elements with product and service promotion is tricky but it is important to encourage positive reactions from your audience.
The once small business, Princess Polly, saw great success when it ran a campaign on TikTok. Their video was entertaining and playful, which was positively received by their demographic of Gen Z and Millennial females who are into fashion. This campaign saw close to 9 million impressions and a 15x ROAS (return on ad spend)! Princess Polly is now a well-known clothing brand among this demographic.
TikTok marketing is a powerful tool for any business for 2 major reasons: it is not as saturated as many other social media platforms and it gives ample room for brand awareness as there are millions of active users each day. Get ahead of the game and start building your TikTok profile now!
Need help getting started? Our team at Set Fire Creative is full of creative, tech-savvy individuals who have a good grasp on TikTok marketing. Contact us for a free consultation for our expertise on organic social media services, paid advertisements, or even TikTok SEO strategies.
Raised in the suburbs of Los Angeles, California, Juliana left the golden state to attend Utah Valley University and completed a bachelor’s of science in psychology. After graduating, she began pursuing a career in digital marketing and client relations, which led her to Set Fire Creative. Juliana has a knack for all things creative, in and out of the office. In her free time, you can find her working out, traveling, studying interior design, or hosting dinner parties (of course, with charcuterie.)