What Is TikTok, and Why You Should Care

TikTok is a rapidly growing social media platform that allows users to create, share, and watch short videos. Unlike other platforms, it's exclusively a video-only app, offering unique opportunities for businesses to engage with a younger audience.

TikTok's popularity among Gen Z, high user engagement, and in-app shopping features make it a powerful tool for businesses looking to reach new customers, drive sales, and build brand connections.

• Gen Z User Targeting: TikTok is more popular than Instagram among Gen Z users, making it an ideal platform for businesses targeting this demographic.
• User Engagement: TikTok boasts the highest engagement of any social media app, with users spending an average of 52 minutes per session.
• In-App Shopping: 67% of TikTok users report being inspired to shop through the app, demonstrating its potential for driving digital spend.
• Brand Connection: 73% of TikTok users feel a deeper connection with brands they interact with on the platform.

14 Punchy TikTok Marketing Strategies

This section outlines 14 powerful strategies to help you leverage TikTok advertising and achieve your business goals.

1. Post at the Best Time on TikTok

While the ideal time to post on TikTok varies depending on your industry and target audience, Buffer's research provides a helpful starting point for finding the best time to post.

• Monday: 2 PM
• Tuesday: 10 AM
• Wednesday: 4 PM
• Thursday: 4 PM
• Friday: 10 AM
• Saturday: 8 AM
• Sunday: 10 AM

Consistency is key. It's more important to establish a regular posting schedule than to hit a specific number of posts sporadically.

2. Get Into a Rhythm and Be Consistent

TikTok recommends posting 1-4 times per day, but the optimal frequency depends on your audience and the type of content you create. Monitor your analytics to determine what works best for your brand.

3. Work with TikTok Influencers

TikTok influencers offer massive reach and high engagement, often yielding better results than traditional advertising methods. The TikTok Creator Marketplace simplifies the process of finding and partnering with influencers.

• Use the Creator Marketplace to identify influencers aligned with your brand and target audience.
• Leverage influencer marketing for increased brand awareness and product promotion.

4. Niche Down to TikTok Microinfluencers

If you're working with a limited budget, consider partnering with TikTok microinfluencers. These influencers may have smaller audiences but often have higher engagement rates and offer a more budget-friendly option.

• Microinfluencers often have strong connections with their audiences.
• Work with microinfluencers to test different campaigns and refine your TikTok advertising strategies.

5. Master TikTok SEO

With over 1 billion users, optimizing your content for TikTok's search algorithm is crucial.

• TikTok Hashtags: Use relevant, trending hashtags to increase discoverability. Research long-form hashtags with lower competition for better ranking opportunities.
• Naming Conventions: Include keywords in your profile name and about section to make it easier for users to find you.
• Engagement: Create compelling content that encourages users to watch your videos from beginning to end and engage with your profile. High engagement signals to the TikTok algorithm that your content is valuable and worthy of promotion.

6. Advertise on TikTok

TikTok's advertising platform offers various options to reach your target audience and achieve specific marketing goals.

• In-Feed Ads: The most straightforward ad format, appearing in users' feeds like organic content.
• Branded Hashtags: Encourage user-generated content and amplify your campaign reach.
• Top View Ads: Capture attention with a full-screen video that plays before other content.
• Branded Effects: Create interactive filters and effects that users can apply to their videos.
• Brand Takeovers: Gain maximum visibility with a full-screen ad that appears when a user opens the TikTok app.

7. Produce Proactive and Reactive Content

Combine proactive content (pre-recorded) with reactive content (trending) to maximize your reach and engagement on TikTok.

• Proactive Content: Plan, film, and edit content in advance to support your brand's overall strategy.
• Reactive Content: Stay up-to-date on the latest trends and adapt them to your brand.

8. Understand Your Target Audience

Effective TikTok advertising requires a deep understanding of your target audience.

• Demographics: Age, gender, location, interests, and online behaviors.
• Psychographics: Values, beliefs, attitudes, and lifestyle preferences.

Tailoring your TikTok content to your specific audience ensures that it resonates and achieves your marketing objectives.

9. Monitor Your Analytics

Track your TikTok content performance using analytics to understand what's working and what's not.

• Identify Success Indicators: High engagement, increased followers, traffic to your website, and sales conversions.
• Analyze Failures: Determine why certain content performs poorly and adjust your approach based on the insights.

10. Test New Ideas (Read: Have Fun)

Don't be afraid to experiment with different content formats, visual styles, and creative approaches.

• Play with TikTok's filters, stickers, and music to create engaging and entertaining videos.
• Embrace the platform's culture of humor and lightheartedness.

11. Go Live

TikTok's live-streaming feature provides opportunities for real-time engagement with your audience.

• Host Q&As, offer live product demos, and interact with viewers directly.
• Utilize TikTok analytics to schedule live streams when your audience is most active.

12. Engage with Your Community

Build a strong community by actively engaging with your followers.

• Respond to comments and messages to foster a sense of connection.
• Ask for audience feedback and incorporate their insights into your TikTok content.

13. Use Closed Captions (When Possible)

Closed captions enhance accessibility and engagement, especially for viewers who watch TikTok videos without sound.

• Closed captions increase video impressions by 55.7%.
• Use TikTok's text-to-speech feature or create custom voiceovers for your captions.

14. Cross-promote on Other Channels

Extend your reach by cross-promoting your TikTok content on other social media platforms.

• Share your TikTok videos on Instagram, YouTube, or other relevant channels.
• Tailor your cross-promotion strategies to the specific platform and audience.

Turn TikTok Into A Powerful Revenue Stream For Your Business

TikTok offers significant potential for businesses to generate revenue through its advertising features, influencer partnerships, and community engagement opportunities. Mastering TikTok advertising strategies can lead to increased brand awareness, customer acquisition, and ultimately, stronger bottom-line results.