TikTok is the new social media platform in town. And if App Annie’s 2019 list of the most downloaded apps is anything to go by, TikTok was ranked number four, just behind Messenger, Facebook, and WhatsApp. Like many other brands, you may wonder how you can capitalize on this opportunity to create more awareness and grow your brand.
You may have already had stories of massive brand success on TikTok. But how can you create a successful marketing strategy on TikTok? In this article, we answer that question. We’ll show you ways of creating a successful TikTok marketing strategy for your business.
Before we move into TikTok marketing tactics, let’s first start with the basics, getting your TikTok account ready.
How to Create a Successful TikTok Marketing Strategy
1. Set up a TikTok Business Account
TikTok has dedicated business accounts suited for creators and brands. You can set it up for free, opening a pathway to growing your business to the next level through the different tools available. For instance, TikTok business account owners can view real-time metrics on content performance, access insights on their followers, and bolster their identity by adding more information on their bio. To open your business account, check out this TikTok guide.
2. Create a TikTok Ad Account
With a TikTok business account, you can be able to add links and contact information. Signing up for a TikTok Ad account will now enable you to advertise on the platform. It’s easy, head over to tiktok.com/business, and follow the instructions. Now that we’ve got the basics out of the way, it’s time to go for the jugular, how to market on TikTok. Each social media platform has its unique style of marketing. Marketing on Twitter is different from Facebook. This is because these platforms have different characteristics and features. The same case applies to TikTok. TikTok has a unique way of doing things. So, the first thing you’ll need to know to be successful in TikTok marketing is how it works.
3. Learn How TikTok Works
Before you start thinking about marketing on TikTok, understand how it works. Know how to keep up with the latest trends on the platform, what works and what doesn’t, and explore the different TikTok features. Also, get to know how the TikTok algorithm works because that’s crucial on the marketing front. TikTok also has some courses for business users that you should go through.
4. Have a Clear Vision of Your Target Audience
Precise targeting is one of the most defining elements in any marketing strategy. For better chances of creating a victorious TikTok marketing campaign, you have to understand your audience in depth.
Take time to follow their activity in TikTok and in other platforms as well. Try to identify what type of content they are most attracted to and at what time of the day they usually log in.
Once you understand the posts and media that your audience engages more with, you will be able to get closer to your public and prepare a more effective content strategy.
5. Spotting the Tactics of Your Competitors
If your competition is already on TikTok running marketing campaigns, you must find out how the platform worked for them.
Besides following the results of their TikTok posting or paid campaigns, try to identify their strong and weak points, what can be improved and what to avoid.
Also, try to check TikTok creators that have previously worked in collaborations. Not only those who worked with your competitors but also those who have done campaigns with companies or industries that relate to yours: like sports & wellness, or fashion & beauty.
6. Experiment with Different TikTok Marketing Strategies
TikTok offers different types of campaigns and ads formats, depending on the objectives and industries of the brands.
You will probably have to try different marketing strategies before finding the one that brings you success. There are no secret formulas, you need to find the tactics that work better for you.
Learn by doing and experiment, observing carefully to identify any sign of positive results.
With constant experimentation you can discover new techniques and test them. On the other hand, the experience will allow you to see what’s really viable and to select the best tactics.
7. Set Aims in Line with Your Business Goals
What’s your purpose to be on the platform?
It may sound obvious, but the objectives of your TikTok Marketing strategy must correspond to your business’s goals.
The aim of your campaign could be increasing awareness, obtaining leads, driving more traffic or building a loyal audience.
The goals of your TikTok marketing plan should be clear and trackable. Establish measurable and specific objectives to start, and follow the results to improve your campaign’s effectiveness.
So, about the right TikTok Marketing campaign…
As you can see there are no secret recipes for the success of your TikTok campaigns. However, experimenting and identifying is the only way to identify what works better for your brand.
It’s true that companies must have a good reason for advertising on this platform, but first define well your objectives and think how TikTok could help you pursue them.
Bear in mind TikTok is quite simple but works in a very particular way compared to other Social media platforms.
Be mindful and keep up to date with the latest trends, your competitors campaigns and most of all, choose strategies that align with your brand’s objectives and mission.