TikTok is proving to be a serious advertising heavyweight as extra manufacturers leverage the app to seek out and delight their viewers. Should you‘re a model looking for your footing on TikTok, you’ve come to the suitable blogger.
I spoke with social media knowledgeable 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 couple of issues.
Desk of Contents
How TikTok Can Assist Your Model
One in all TikTok’s most evident advantages for manufacturers is its capacity 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, increasingly shoppers are studying about manufacturers’ services by means of the platform. In one in all our latest surveys, 47% of shoppers desire discovering new merchandise through short-form movies like TikTok.
TikTok can even enable you construct a neighborhood 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 neighborhood.
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. Nonetheless, by neighborhood constructing, Gymshark has amassed nearly as many followers as each rivals.
Moreover, when you‘re trying to faucet into Gen Z, a era with vital shopping for energy, then there’s no query your model needs to 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 couple of profitable methods I’ve observed.
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 at the present time, 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.
Should you‘re engaged on a tighter price range, take into account working with micro-influencers, creators with between 10,000 and 100,000 followers. They’re sometimes extra inexpensive than macro-influencers and celebrities.
Additionally they are likely to have a tighter-knit neighborhood and stronger bond with their followers than influencers with bigger followings, in order that they’ll be extra prone to foster neighborhood 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 may spotlight your merchandise’ many makes use of.
ColourPop, for instance, usually posts quick tutorials exhibiting TikTok customers how one can obtain distinctive appears utilizing the model‘s merchandise.
Trending Subjects
One model that is aware of how one can use trending subjects 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 how one can adapt quick and join a pattern to its model.
Trending Audio
In fact, TikTok would not be TikTok with out its trending audio. Should you 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.
Keep in mind, not each pattern matches each model, however we’ll contact on that later.
Alright, let’s get into these knowledgeable suggestions.
5 Skilled Ideas 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 essential to know the place your viewers hangs out on-line. For some manufacturers, this contains TikTok, however for others, it doesn’t. As an example, when you promote retirement properties, you gained’t get a lot traction with the platform’s predominantly youthful viewers.
“TikTok is clearly all the fashion proper now, and it is smart that manufacturers need to leap in. However earlier than you accomplish that, be certain that to take time to ask the suitable questions: Does it make sense for our model to indicate up on TikTok? Is our target market there?” advises Nyst.
Should you’re debating whether or not to advertise your model on TikTok, keep in mind to base your choice on a very powerful issue: your target market.
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 subjects you cowl, and your general technique. You need not have a selected aim proper off the bat — and it’ll doubtless change over time — however you need to have an concept of the overall route you need to go.
Listed here are a couple of widespread objectives:
- Construct an engaged neighborhood
- Enhance model consciousness
- Enhance model picture
- Promote merchandise
- Generate web site visitors
- Broaden your viewers
- Present customer support
- Educate your viewers
It‘s simply as essential to trace your progress. Have a look at a number of key efficiency indicators (KPIs), similar to profile views, video views, video likes, and follower development, to see when you’re inching nearer to your objectives.
3. Decide how you may present worth.
The following step is figuring out the way you need to current your model on TikTok. For Nyst, this begins with answering a easy query: how will you present worth to customers?
She instructed me, “Asking this query upfront will enable you set up your goal for being on TikTok and what your model’s presence would possibly appear to be on the platform.”
Keep in mind what I stated about Gymshark? The model gained critical 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 “critical” manufacturers don‘t have a spot on the platform. This isn’t true. Nonetheless, you will have to method your model from a special angle.
For instance, the Washington Put up has raked up over 1 million followers on TikTok. Should you haven‘t seen their movies, you would possibly anticipate critical content material. As a substitute, you’ll discover comedic skits concerning the newest breaking information.
The aim is to supply worth in an attractive manner. That is achievable for a lot of manufacturers — critical 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, developments come and go quickly. In brief, TikTok can get overwhelming. Because of this, Nyst recommends planning a content material calendar.
“Issues transfer shortly on TikTok, and gaining new followers usually is determined by having a financial institution of present content material in your profile. So, suppose forward to what number of movies every week you’d wish to publish and what sort of subjects you may concentrate on,” Nyst says.
That stated, TikTok is a trends-driven platform, so be certain that to depart area in your content material calendar to leap on developments and create time-sensitive content material.
You additionally must determine how usually you need to publish on TikTok. Nyst favors high quality over amount, advising manufacturers to intention 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. This can enable you perceive what subjects and video types they reply to probably the most.
Wish to know the most effective day and time to publish your movies on TikTok? Take a look at this useful information.
5. Insert your voice strategically.
If you first be part of TikTok, it is tempting to affix each dialog, hop on each pattern, and take part in each problem. Nonetheless, Nyst says manufacturers must 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 essential to keep in mind that your model would not should be part of each single dialog – so attempt to choose those the place it is smart to insert your voice,” Nyst instructed me.
She provides, “Certain, the newest dance pattern is perhaps thrilling, however can your model truly carry one thing new, distinctive, or priceless 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 — developments on TikTok are a dime a dozen, and one other one is true across the nook.
Again To You
TikTok stays a viable (and thrilling) advertising platform. Earlier than leaping in, be sure that TikTok is smart in your model. When you’re on the platform, concentrate on constantly focusing on your viewers with priceless content material.
Editor’s be aware: This publish was initially revealed in November 2022 and has been up to date for comprehensiveness.
