TikTok is proving to be a serious advertising heavyweight as extra manufacturers leverage the app to seek out and delight their viewers. For those who‘re a model looking for your footing on TikTok, you’ve come to the best 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.
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However earlier than we get into her perception, let’s go over a number of issues.
Desk of Contents
How TikTok Can Assist Your Model
One in every of TikTok’s most evident 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 probably see your model.
Even higher, an increasing number of shoppers are studying about manufacturers’ services and products via the platform. In one among our current surveys, 47% of shoppers desire discovering new merchandise by way of short-form movies like TikTok.
TikTok may also enable 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 opponents.
Moreover, when you‘re seeking to faucet into Gen Z, a era with important shopping for energy, then there’s no query your model must be on TikTok. In keeping 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 varied methods to market themselves on TikTok. Listed here are a number of profitable methods I’ve seen.
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 folks greater than manufacturers.
So, like Gymshark, manufacturers started collaborating with influencers, and to today, 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.
For those who‘re engaged on a tighter funds, contemplate working with micro-influencers, creators with between 10,000 and 100,000 followers. They’re usually extra reasonably priced than macro-influencers and celebrities.
In addition they are inclined 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 ascertain authority and belief in your model. They present that your model is educated in its trade and might spotlight your merchandise’ many makes use of.
ColourPop, for instance, usually posts quick tutorials displaying TikTok customers learn how to obtain distinctive seems utilizing the model‘s merchandise.
Trending Subjects
One model that is aware of learn how 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 learn how to adapt quick and join a pattern to its model.
Trending Audio
After all, TikTok would not be TikTok with out its trending audio. For those who didn’t know, TikTok permits customers to repurpose songs, phrases, and different sounds and incorporate them into their movies. Manufacturers usually be part of within the enjoyable by connecting the audio to their services or products.
Bear in mind, not each pattern matches each model, however we’ll contact on that later.
Alright, let’s get into these skilled suggestions.
5 Professional Suggestions 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 vital to know the place your viewers hangs out on-line. For some manufacturers, this consists of TikTok, however for others, it doesn’t. As an illustration, when 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 sensible that manufacturers wish to leap in. However earlier than you achieve this, be sure 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.
For those who’re debating whether or not to advertise your model on TikTok, keep in mind to base your determination on an important issue: your audience.
2. Discover your “why.”
Getting began on TikTok can really feel overwhelming, particularly when you do not have a aim to work in the direction of.
Consider your aim as your compass. It influences the movies you make, the matters you cowl, and your general technique. You needn’t have a selected aim proper off the bat — and it’ll seemingly change over time — however you need to have an concept of the overall course you wish to go.
Listed here are a number of frequent objectives:
- Construct an engaged group
- Enhance model consciousness
- Enhance model picture
- Promote merchandise
- Generate web site site visitors
- Broaden your viewers
- Present customer support
- Educate your viewers
It‘s simply as vital to trace your progress. Take a look at a number of key efficiency indicators (KPIs), similar to profile views, video views, video likes, and follower progress, to see when you’re inching nearer to your objectives.
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 advised me, “Asking this query upfront will enable you to set up your objective for being on TikTok and what your model’s presence may seem like on the platform.”
Bear in mind what I stated 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 strategy your model from a special angle.
For instance, the Washington Put up has raked up over 1 million followers on TikTok. For those who haven‘t seen their movies, you may anticipate severe content material. As a substitute, you’ll discover comedic skits in regards to the newest breaking information.
The aim is to supply worth in an attractive 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 lively customers and hundreds of 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 rapidly on TikTok, and gaining new followers usually is determined by having a financial institution of current content material in your profile. So, assume forward to what number of movies every week you’d prefer to publish and how much matters you may concentrate on,” Nyst says.
That stated, TikTok is a trends-driven platform, so be sure that to go away house in your content material calendar to leap on tendencies and create time-sensitive content material.
You additionally have to determine how usually you need to publish on TikTok. Nyst favors high quality over amount, advising manufacturers to goal for 1-2 movies per week. In different phrases, consistency is vital.
One other upside to posting constantly is that the extra you publish, the extra insights you acquire out of your viewers. It will enable you to perceive what matters and video kinds they reply to probably the most.
Wish to know one of the best day and time to publish your movies on TikTok? Take a look at this beneficial information.
5. Insert your voice strategically.
Once 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 have to set guardrails and be strategic with their content material.
“There are such a lot of conversations occurring directly on TikTok, and so they’re altering on a regular basis. It is vital to do not forget that your model does not should be part of each single dialog – so attempt to choose those the place it is sensible to insert your voice,” Nyst advised me.
She provides, “Positive, the most recent dance pattern is likely to be thrilling, however can your model truly carry one thing new, distinctive, or worthwhile to the desk?”
Not each pattern or problem will align along 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 be concerned about lacking out — tendencies on TikTok are a dime a dozen, and one other one is correct across the nook.
Again To You
TikTok stays a viable (and thrilling) advertising platform. Earlier than leaping in, make it possible for TikTok is sensible in your model. When you’re on the platform, concentrate on constantly concentrating on your viewers with worthwhile content material.
Editor’s observe: This publish was initially printed in November 2022 and has been up to date for comprehensiveness.
