21 TikTok Marketing Tricks PLUS Important Stats + Examples (2024)

Is TikTok marketing right for your business? How and where do you start? We answer all.

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By Octavia Drexler

Updated December 27, 2023.

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Every day, more than a billion people open this social platform to swipe and get entertained. It's addictive, it's fun, and it invites you to create your own content on the platform. And once you get the hang of it, it's hard to let go.

Ladies and gentlemen, welcome to the TikTok marketing era: where TikTok's no longer a teen app, but a fully-fledged social media marketing platform brands are camping around.

Want to make the most of it but not sure where to start?

Here's our quick, but comprehensive guide on how to run TikTok marketing that gets your brandattention and conversions.

What is TikTok marketing?

TikTok marketing refers to the practice of using TikTok as a promotional channel for brands, products, or services. Businesses can do this using different tactics, like influencer marketing, social media advertising, and/or creating organic content. The main goal behind TikTok marketing is to raise brand awareness, engage your target audience, and drive conversions for your business.

Top advantages of TikTok marketing

Until not long ago, TikTok was the de-facto social media platform for GenZ – a place for odd challenges and dance routines, but mostly not a place where businesses must build a presence on.

Alas, times have changed. TikTok sales have now exceeded $2.5 billion, and there are more than 23.7 million buyers on TikTok (just in the US). And that's just sales driven directly through TikTok, not accounting for all the brand awareness generated, email subscribers, and so on.

The popularity of TikTok

TikTok boasts over 1.5 billion monthly active users worldwide, providing a vast and diverse audience for businesses to connect with. And while it used to be a social channel mostly targeting the younger generation, everyone's now on TikTok. According to recent stats, 38.5% of all TikTok users are aged 18 to 24, 32.5% are 25 to 34, 32.5% are 35 to 44, and the remainder is split between two other age groups over 44.

TikTok is clearly not in teenage land anymore. People who use it have buying power, and are likely in the workforce, as well. So TikTok can be a perfectly viable social channel for both B2C and B2B companies.

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Your audience is likely open to buying your products

Smart targeting, an algorithm built to hook audiences to the swipe motion, and engaging video content create the perfect environment for sellers to push their products on TikTok. With the right ad or organic piece of marketing content, shown at the right time, to a carefully selected audience, you can get amazing results with TikTok marketing.

Still unsure about investing in a content strategy for this social media network? 65% of all TikTok users say they watch product reviews and listen to influencer recommendations when they buy something.

Less competition compared to other social

Although it has more than 1.5 billion users, TikTok is still a relatively new platform for businesses to explore. This means there's less competition compared to other social media platforms such as Facebook and Instagram, making it easier for your exciting content to stand out and reach a larger audience. With the right strategy, you can quickly gain traction on TikTok and build your brand awareness.

High chances of going viral

TikTok's algorithm is designed to boost content virality, potentially giving your brand unprecedented visibility. And while "going viral" isn't (or shouldn't) be a marketing goal in itself, it can lead to increased brand exposure and conversions. With TikTok's algorithm constantly learning and adapting, it's important for businesses to stay up-to-date with the latest trends and create unique content that has a higher chance of going viral.

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Influencer marketing opportunities

The platform is teeming with influential users open to collaboration, expanding your reach. Businesses can use influencer marketing to partner with popular TikTok users who align with their brand and create authentic content that resonates with their target audience. This not only helps reach a wider audience but also creates trust and credibility for the brand. The key is to find the right influencer whose values and audience align with your business objectives.

TikTok works well with other channels

Integrating TikTok with existing marketing channels can create a synergistic effect, enhancing your overall digital strategy. For example, businesses can use TikTok to promote a new product or service and then redirect traffic to their website for further details and conversions. This multi-channel approach helps create an omnichannel experience for potential customers and increases the chances of conversion.

In-feed ads

TikTok offers in-feed ads for strategic placements within users' content feeds. The best part about these ads is that they don't feel like ads. They're non-intrusive and blend in with the organic content, increasing the chances of users engaging with it. TikTok also offers targeting options, making it easier for businesses to reach their desired audience.

Done right, in-feed TikTok ads are like supercharged organic content – same vibe and feel, but with a wider reach and more targeting options.

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Diverse, versatile types of content

TikTok supports a wide range of content styles, from catchy dance challenges to educational how-to videos. This allows businesses to get creative and experiment with different types of content to find what works best for their brand. From user-generated content to trending music and filters, from funny to sad, and from educational to merely entertaining, TikTok has it all.

How to set up TikTok for business

To establish a presence on TikTok for business, you need a TikTok Business Account by following this step-by-step process:

1. Download TikTok.

2. Go to your profile page.

3. Tap the three lines (top right side of the screen)

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4. Go to "Settings & Privacy" and click on "Account."

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5. Tap on "Switch to Business Account."

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6. Choose the category that best suits your business.

7. Start posting videos.

Not sure how to do that? We have created a guide to help you understand how to publish videos on TikTok.

How to run ads on TikTok

TikTok offers various ad formats, including in-feed ads, branded hashtag challenges, and branded effects. Here are some of the basics you need to know about TikTok advertising:

Choose your Ads Manager mode

There are two main Ads Manager modes on TikTok: Simplified and Custom. The first one is easier for beginners, while the latter is more complex and suitable for more advanced users. In this quick overview of how to create ads on TikTok, we'll be looking at the simplified mode.

Pick your advertising goals and objectives

There are three main advertising goals you can opt for on TikTok, each with its own objectives:

  • Awareness (goal) + reach (objective), to make your brand known to the world
  • Consideration (goal) + traffic (objective), which drive people to your site or online store
  • Conversion (goal) + sales (objective), to help boost your sales

Select your target audience

TikTok allows you to select the main characteristics of your target audience, such as age, location, interests, and behaviors. This ensures that your ads are shown to the right people who are more likely to drive user engagement.

You can also select your target audience based on interests, such as beauty, books, fashion, and more. This helps ensure that your ads are shown to people who are interested in your industry or niche.

Set your budget and your schedule

You can choose between a daily budget or a total budget for your TikTok ad campaign. You can also set the start and end dates for your campaign, helping you control the duration of your ads and stay within your budget.

Monitor and optimize your ad performance

TikTok offers detailed analytics tools to help you track the performance of your ads. This includes information on:

  • Views
  • Likes
  • Comments
  • Frequency
  • Average Watch Time per Person
  • Live Unique Views
  • Cross-campaign Reach
  • Cost per 1,000 people reached
  • Audience Estimation
  • Reach by data dimension

Keep in mind that many of these are "estimated metrics," which means the numbers may not be exact but can give you a general idea of how your ad is performing. Use these insights to make adjustments and optimize your ads for better results.

Also, it's important to measure data regularly so you can make necessary adjustments to your ad campaign and optimize its performance. Doing this will help you know what works and what doesn't, as well as what kind of changes you could bring to your marketing strategy to make TikTok work for you.

Create and submit your ad

This is where you can unleash the creative dragon – and the good news is TikTok allows for a lot of creative freedom. Not only are there many types of videos you can choose from (like dance videos, challenges, edutainment, etc.), but TikTok's in-app editor is also a treasure trove of filters, music, sounds, effects, and stickers you can use to make your content more entertaining and engaging.

Top 21 tactics to use when starting with TikTok marketing

Building a TikTok strategy doesn't have to feel like you're navigating strange alleys in the dark. The right tips and best practices can shed some light on your path and help you make the most out of your TikTok marketing. Here are some tips and tactics to keep in mind when starting with TikTok marketing:

Get familiar with TikTok

Take some time to understand the platform, its features, and user behavior. If you use Instagram Reels or YouTube Shorts, you'll find TikTok similar –it's like both of those, on steroids. Where other short-form video content-based social media channels seem tame and even unsurprising, TikTok is lively and daring. The abundance of filters, challenges, and sounds makes it like one giant party where brands and consumers interact with each other freely.

Run a competitor audit

Analyze your competitors' TikTok presence to identify opportunities. Notice

  • What kind of content are they posting?
  • How often do they post?
  • Do they use influencers, effects, or challenges?
  • How do their followers engage with their content?
  • Can you see an engagement evolution (e.g., if their community has engaged more with a specific type of content?)

Use this information to understand what works for your competitors and adapt it to your TikTok marketing strategy.

Set clear goals

You can't know how you're doing with your TikTok marketing if you don't set goals. So, before diving into all those recordings, define your specific objectives for TikTok marketing to ensure your efforts remain focused and measurable.

Invest in quality equipment

The good news is you don't need a mega-studio to make TikTok videos people love. The slight "homemade" nature of most of these videos is, in fact, part of what makes the platform special.

That being said, you should have some basic equipment to make your videos look professional. A tripod, an external microphone, and a ring light can go a long way in improving the quality of your recordings.

Make sure your profile is branded

You don't want to be overly pushy with your brand, but you should make sure it's present. This is not about posting funny videos – it's about building an audience that's interested in your brand. So, make sure your profile photo, username, and bio align with your branding.

Define your audience

Monologues addressed to anonymous crowds might have flown under the radar when TV, billboards, and newspapers were the main social media channels brands could use to reach their customers. In the age of hyper-engagement, however, addressing specific groups of people is key.

Define your target audience on TikTok to make sure you're talking to the right people. Doing this will help you tailor your content to their preferences and make it more appealing and engaging.

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Use advertising

TikTok is one of the few platforms where you can still get a solid organic engagement rate without paid ads. However, using advertising can help increase your reach and get your content in front of more people. Consider experimenting with paid TikTok ads to see how they can boost your marketing efforts on the platform.

Use TikTok SEO

Not many people realize this, but TikTok has its own search engine. As such, using proper search engine optimization (SEO) tactics can help you reach more people on TikTok. Use relevant hashtags and keywords in your captions and descriptions to increase the chances of your content being discovered by new audiences.

Post videos regularly

Consistency is key to success on TikTok...as with every other channel. While you don't have to post every day, aim for at least a few times per week to keep your audience engaged and interested in your content. This also helps with the algorithm as it favors accounts that are active and consistently posting.

Employ influencer marketing

Collaborate with TikTok influencers to leverage their established fan base and credibility. Choose influencers that align with your brand and niche, as well as those that have genuine engagement from their followers. Look for both larger influencers with a lot of popular videos and micro - influencers, as they might have more convincing power over their audience.

Here's a webinar we held on this specific topic if you want to learn more:





Don't be afraid to experiment

Be open to trying different content styles, formats, and approaches to discover what resonates best with your audience. TikTok is an ever-evolving platform, and what may work one day might not work the next. Don't be afraid to experiment and adapt your strategy as needed.

Join creator groups

Engage with TikTok creator communities for support, inspiration, and networking opportunities. These groups are great for sharing tips and tricks, collaborating on content, and staying updated on the latest trends and challenges.

Make use of relevant hashtags

Incorporate relevant and trending hashtags to increase the discoverability of your content. TikTok's algorithm uses hashtags to categorize and recommend content, so make sure you use them strategically.

To find relevant trending hashtags, use the "Discover" tab in TikTok and check out the "Trending Hashtags" section:

1. Go to the "Discover" page in TikTok. This is where trending content lives (TikTok's algorithm selects it according to your activities)

2. Look at the hashtags these posts are using

3. Select the hashtags that fit your content and add them to your posts.

Engage with other users

Give likes, comments, and shares to other content creators on TikTok. This helps build relationships with others in the community and increases the chances of your content being shared as well. Remember, TikTok is a social network, so be social!

Need help with that? Contact Mayple and hire a social media marketing agency to help you run your brand's socials.

Monitor your TikTok metrics

Keep a close eye on key performance indicators, including video views, growth rate, trending videos, and average watch time. Remember to match the metrics you follow to your actual goal for each video – otherwise, it's easy to start chasing vanity metrics and forget about what's important for your business. Use this data to optimize and improve your TikTok strategy.

Jump on the trends that make sense for your brand

Participate in trending challenges and themes that align with your brand, offering a chance to ride the wave of popular trends. However, keep in mind that not all trends may make sense for your brand and audience. So, choose wisely and don't force yourself to fit into a hot social media trend that doesn't align with your brand's values or message.

Use TikTok's in-built video editor

Take advantage of TikTok's built-in video editing tools to enhance your original content. These tools include filters, effects, text overlays, and soundtracks. Play around with these features to make your videos more visually appealing and engaging.

Keep videos short and engaging

Given TikTok's time limit, keep your videos concise, captivating, and packed with value. The average video on TikTok is between 10 and 15 seconds, although the platform does allow for longer videos now.

Run live events

Connect with your audience in real-time through live streams, fostering interaction and building trust. These events are great because they allow you to interact with your audience in real time. Plus, they can be quite interactive too!

Some examples of content to live stream could be:

  • Behind-the-scenes looks at your brand or product creation processes
  • Q&A sessions where you answer questions from your audience
  • Product demos and tutorials

Be authentic

TikTok's user base highly values authenticity, so let your brand's genuine personality shine through your content. More even, make sure your brand has a face. This could be the CEO, employees, a mascot – whoever best represents your brand's values and message. People connect with people, so use this to your advantage on TikTok.

TikTok marketing examples to spark your creativity

Although TikTok might not (yet) be overcrowded by business profiles, it still boasts a pretty impressive track record for successful marketing campaigns by both Indie and global brands. Some of our favorite examples include:

Chipotle

Chipotle understands TikTok. They know how to ride the tide of trends, and they know how to bring it all close to their brand. Their videos are entertaining, fun, and always circle back around Chipotle and their food.

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Duolingo

Duolingo's TikTok is filled with so much humor it's hard to ignore it. Adorable, raw, funny, and always on-point regarding all the "rules" that make TikTok special, this language learning app (and its mascot) has definitely won the game on the platform.

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Gymshark

Gymshark's content lives somewhere between humor, inspiration, and education. It manages to paint such a great picture of the brand that you automatically associate Gymshark with all the positive vibes of its TikTok channel.

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The Washington Post

If you think reading the news is boring, think again. The Washington Post has been turning the biggest news into TikToks – and we're here for it.

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Ryanair

Ryanair's TikTok is the gold-medal winner of cheekiness. It's hard not to love a brand that has the guts to take on all of their haters. All while keeping it fun and clever, too.

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Crocs

Crocs' TikToks are all about... Crocs. But they are so creatively put and so much fun that you will love every minute of them. And the way they use music is just spot-on!

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The World Health Organization

WHO's TikTok account knows how to put stories at the forefront of their entire strategy. They know how to spread the news, touch your soul, and make the most of the platform to spread their important message.

Is TikTok right for your business?

Considering its rising popularity and potential for viral content, it feels like everyone's flocking to TikTok these days, brands and customers alike.

Does that mean you should do it too?

Well, before you set up ring lights around the office and start learning all the trending sounds by heart, ask yourself the following questions:

  • Is my target audience on TikTok?
  • Does my brand's tone and messaging align with what works on TikTok?
  • Do I have the time and resources to consistently create and engage on TikTok?

If you answered yes to these questions, then TikTok might be worth exploring for your business. By now, TikTok is more than likely not just another social media trend or social media app you'll uninstall in three months, so it is smart to start investing in it as part of your social media marketing plan.

Just remember to keep authenticity at the core of your content. And have fun! Social media is a colorful land where all shades are welcome, but if you can't be real with your customers there, crack a joke, or tell a story, or if you just push links from your blog, people will simply... scroll by. If you want to make the most of social media for your business, you have to find your spot and stay true to it.

Looking for someone to lend you a hand on all things social? Contact Mayple and allow us to match you with a vetted social media marketing consultant in less than three days!

21 TikTok Marketing Tricks PLUS Important Stats + Examples (2024)

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