TikTok marketing: Creating an effective strategy for your brand

Although it seems as though scrolling through TikTok has been a part of our daily routines for a very long time, TikTok is still relatively young in the realm of social media platforms. When TikTok first entered the social media scene in 2016, it disrupted the social media landscape by challenging users to abandon the uniformity and aesthetics prevalent on platforms like Instagram. Instead, TikTok encouraged a shift towards a focus on entertainment and individual personality.

This platform, solely dedicated to video content with a focus on entertainment rather than aesthetic, might have seemed an alien concept at the time. However, it’s safe to say that today a well-crafted TikTok strategy has become the beating heart of many successful social media strategies. 

When it comes to brands starting on their TikTok marketing journey, the platform often requires them to turn their strategically designed content plans upside down. Thankfully, we have been on the TikTok scene since the very start and have a few tricks up our sleeves for how businesses can effectively market their brands on the platform. 

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5 tricks to creating an effective TikTok marketing strategy

1. Authenticity is a must, don’t overthink it

The trick to creating engaging TikTok marketing content is to not overthink it. Remember that your TikTok audience is not focused on a polished finish – think entertainment and raw content over video aesthetics. This might include: 

  • Behind the scenes content
  • Company life
  • Challenges 
  • Trending memes

Crucially, it is important to pay close attention to trending video content and music on the platform. By getting involved with trends, your content will likely reach more people and new audiences. However, be careful, trends start and finish quickly so having an agile strategy is essential. 

Remember: TikTok platform users tend to be of a younger demographic, so consider this when creating your content. 

2. Make the most of hashtags in your TikTok marketing

Hashtags, hashtags, hashtags! Making the most of hashtags on TikTok is paramount. Unlike other platforms, TikTok’s “For You” page is the primary feed for actively consuming content. This is where viewers are shown content based on other similar videos they have engaged with. Using relevant hashtags is, therefore, essential for ensuring your videos gain a wider reach of those beyond your followers.

Hashtags: finding the perfect blend

There is a trick when it comes to creating a perfect blend of hashtags for your videos on TikTok. Incorporating 1 to 2 popular hashtags, along with 3 or 4 second-tier hashtags, and another set of 3 to 4 growing hashtags from your niche can significantly enhance the visibility of your video.

Smaller and growing hashtags increase the likelihood of your video becoming a top video within a hashtag category and, therefore, being seen by more users. Experimenting with different combinations and, importantly, monitoring their performance is essential for ensuring your content consistently reaches new audiences and attracts more viewers.

3. Tap into the power of commerce on TikTok

TikTok Shop is a powerful tool to drive sales and grow your brand all within the same app. TikTok Shop allows sellers to sell products directly on TikTok and offers the complete shopping experience from product discovery and details to checkout and post-payment activities – all within the TikTok app. 

In many cases, TikTok Shop has completely changed businesses by integrating live shopping offers, real-time demos, and live-stream product showcases with relevant links to buy products and services. This integration has meant that TikTok Shop is thriving!

TikTok Shop is an effective way to interact with and reach new customers, allowing your brand to increase its visibility. 

4. Introduce in-feed video ads

TikTok has reported that users are 1.5 times more likely to buy a product after seeing it on their TikTok feeds and the hashtag #TikTokMadeMeBuyIt has amounted over 86 billion views. One thing is clear, TikTok users are ready to shop!

Incorporating in-feed ads into your 2024 TikTok marketing strategy could be a smart option if you want to increase product sales and boost brand awareness. In-feed ads appear on the app the same as user-generated content (besides the small sponsored tag) and fit seamlessly into the TikTok feed. These videos can generate views, likes, shares, and comments, just like any other video. You are able to completely customise your ads, from your daily ad spend to where you want them shown on users feeds. 

It is clear that TikTok users are shopping, as such, TikTok ads can be an effective tool to use when starting to build a TikTok campaign. 

5. Collaborate with TikTok influencers

Incorporating TikTok influencer marketing into your overall TikTok marketing strategy can attract a larger audience and enhance the credibility of your brand. Importantly, it’s not all about the well-known, high-profile influencers commonly seen on the platform. 

Explore emerging influencers, micro-influencers, or smaller influencers within your niche. Micro-influencers often have a more engaged audience and a stronger sense of community among their followers. Capitalising on this connection can expose your brand to a wider audience and boost engagement and conversions. 

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Whether you’ve already set up your brand on TikTok or are just setting out on your TikTok journey, these five TikTok tricks will help guide you to get started with building an effective strategy to grow your brand through TikTok marketing. 

FDRY is a digital marketing agency based in London with a dedicated team of creatives, content writers, UX designers and media planners who will be happy to arrange a discovery session with you to discuss more about our digital marketing agency services.

For more information send us a brief or get in touch at [email protected]

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