How to Create a Successful TikTok Marketing Strategy for 2022

The facility of TikTok can’t be underestimated. In addition to being the procrastination software of alternative for many a teen, the app has had a profound impact on sound and culture within the fashionable world — and savvy companies in all places are trying to get in on the motion (and cash, in fact) by means of TikTok advertising.

The video app will not be a good match for each model, particularly in case your audience and TikTok user demographics don’t overlap. However many companies have discovered success advertising on TikTok — from Chipotle to Crocs to the NFL.

Quite a lot of the most important model moments on TikTok are unintentional. In Fall 2020, Ocean Spray gross sales and Fleetwood Mac streams skyrocketed after Nathan Apodaca kickstarted the #DreamsChallenge on a longboard ride to work.

However don’t fear. Even in case you’re not a kind of fortunate manufacturers that unintentionally stumbles into TikTok fame, you possibly can nonetheless construct a profitable presence on the platform. Preserve studying to find out how to set TikTok up for enterprise, how to sort out TikTok influencer advertising and extra.

What is TikTok marketing?

TikTok marketing is the practice of using TikTok to promote a brand, product or service. It can include different tactics, like influencer marketing, TikTok advertising and creating organic viral content.

TikTok marketing can help businesses:

  • Increase brand awareness
  • Build engaged communities
  • Sell products and services
  • Get feedback from customers and audiences
  • Provide customer service
  • Advertise products and services to target audiences

Here are the three major types of marketing brands use on TikTok.

TikTok influencer marketing

TikTok influencer marketing is a big part of the app’s ecosystem. Mega-stars like Charli D’Amelio, Addison Rae, and Zach King could make a enormous impression on the success of a enterprise (tens of thousands and thousands of customers watch their content material day by day).

However you don’t want a high-profile influencer for profitable advertising—strive to uncover rising stars, or influencers in your area of interest. For instance, a small cosmetics model based mostly in Vancouver would possibly search up the hashtag #vancouvermakeup and discover influencers like Sarah McNabb.

Creating your personal TikToks

This selection provides you probably the most freedom. Create a Enterprise TikTok account for your model (hold scrolling for detailed step-by-step directions) and begin making your personal natural content material.

The sky is really the restrict right here—you possibly can publish all the pieces from exhibiting off your merchandise to day-in-the-life videos to dance challenges. Spend a while scrolling by means of your For You web page for inspiration.


👀 👀 👀 #vessi #vessifootwear #vessieverydaymove #newshoes #falloutfits #photoshoot #fallinspo #fyp

♬ im obsessed –

TikTok promoting

When you’re trying for a place to begin and have some cash to make investments, that is it—TikTok’s web site is filled with success stories from manufacturers that began promoting on TikTok, together with Aerie, Little Caesars and Maybelline. Comparable to Fb and Instagram, the price of TikTok adverts relies on a bidding mannequin.

Learn our full information to promoting on TikTok here.

How to arrange TikTok for Enterprise

TikTok opened a TikTok for Business hub in summer time 2020 and rolled out TikTok Professional a few months later.

Initially, there was a distinction between the 2—one was for companies, the opposite for growth-savvy creators—however since each hubs supplied nearly the identical sort of insights, TikTok finally mixed them.

Now, TikTok for Enterprise is the one approach to go. With a enterprise account, you possibly can add extra info to your profile and entry real-time metrics and viewers insights.

How to create a TikTok enterprise account:

  1. Go to your profile web page.
  2. Open the Settings and Privateness tab within the high proper nook.
  3. Faucet Handle account.
  4. Beneath Account management, select Change to Enterprise Account.
  5. Select the class that greatest describes your account—Tiktok presents classes from Artwork & Crafts to Private Weblog to Health to Equipment & Tools.
  6. From there, you possibly can add a enterprise web site and e mail to your profile, and also you’re prepared to roll.

How to promote on TikTok

Making an official advert on TikTok (in different phrases, paying TikTok instantly for advertising) is a surefire approach to get extra eyes in your content material. You’re not taking the prospect that an influencer partnership would possibly flop.

Kinds of Adverts accessible on TikTok

We’ve written about all of the several types of TikTok ads earlier than, however right here’s a fast and soiled 101.

In-feed adverts are adverts that you just make your self. Kinds of in-feed adverts embrace picture adverts (that are like a billboard), video adverts (like a TV business) and spark ads (boosting the content material you have already got, so it reveals up on extra folks’s feeds). There’s additionally pangle ads and carousel adverts, that are solely accessible by means of TikTok’s Viewers Community and News Feed apps, respectively.

Adverts for managed manufacturers would possibly appear like in-feed adverts, however there’s further formatting accessible to people who work with a TikTok gross sales consultant (you possibly can contact them to see in case you’re a good match).

The additional advert codecs embrace Topview adverts (they play whenever you first open the app and might’t be skipped, like a Youtube advert), branded hashtag challenges (an actionable hashtag that’s linked to your model) and branded results (like stickers and filters).

I accomplished this piercing whereas making an attempt not to take a look at the consumer 😂 #StartUpShowUp #piercings #piercertok

♬ Look at all these beautiful people using my sound – •ᴍʀs ᴄʟɪɴᴇ ᴘᴀɴᴋᴏᴡ•

That is an instance of a branded hashtag problem sponsored by Microsoft. Whereas a few of the movies underneath the #StartUpShowUp hashtag had been paid for by the model, different customers (just like the one above) quickly hopped on the development, promoting Microsoft for free.

How to make a TikTok Advert Account

When you plan to run adverts on TikTok, you’ll want to create an advert account for TikTok Adverts Supervisor.

To try this, go to, click on Create Now and full your info. (It’s simply the fundamentals: nation, business, enterprise title and get in touch with information.)

How to create a TikTok advertising technique

TikTok tendencies can appear random — bear in mind the Adult Swim trend that took over TikTok in summer time 2021? And there’s no such factor as a surefire advertising technique. Nonetheless, there are reliable steps you possibly can take to assist your enterprise kill it on the app.

Right here’s how to develop a TikTok advertising technique that’s made to adapt alongside your TikTok journey.

Get accustomed to TikTok

It might be incorrect to strategy TikTok advertising the identical approach you strategy Instagram or Facebook marketing. TikTok is a completely completely different social community with distinctive tendencies, options, and consumer behaviors.


Like would you like a 🍪 #fyp #relatable


Spend a while getting sucked in by TikTok movies (beginners, start here). Discover the completely different options accessible on the TikTok app, and word what filters, results and songs are trending. Preserve an eye fixed out for Branded Hashtag Challenges, which mainly contain a track, dance strikes, or a job that members are challenged to recreate (mainly, TikTok’s spin on consumer generated content material). Don’t overlook TikTok’s Duets function both.

Learn up on the TikTok algorithm, too. Understanding how TikTok ranks and shows movies within the For You tab can inform your content material, hashtag, and engagement technique.

Get the total lowdown on how the algorithm works here. You can even brush up on all issues TikTok by taking programs within the TikTok Business Learning Center.

Outline your audience

Who do you hope to attain on TikTok? Earlier than you begin creating content material, be taught in regards to the TikTok demographics, and establish those that may be inquisitive about your model.

TikTok is hottest with teenagers, however it will be a mistake to write TikTok off as a teen app. The 20-29-year-old cohort follows shut behind youngsters within the U.S. In China, “glam-mas” are exhibiting that style solely will get higher with age. Wanting to broaden your attain in India? You might have considered trying to rethink. The video sharing app has been banned there since June 2020.

Statistic: Distribution of TikTok users in the United States as of March 2021, by age group | Statista
Discover extra statistics at Statista

Spend a while researching your audiences on different social media platforms and look for overlap on TikTok. However don’t rule out new or sudden audiences. Your present viewers will not be on TikTok, however perhaps there are subgroups with associated or barely completely different pursuits on the platform. For instance, a kids’s books writer’s viewers might encompass authors on LinkedIn, readers on Instagram, and illustrators on TikTok.

When you’ve zeroed in on a potential viewers, analysis what sorts of content material they like and have interaction with. Then begin to brainstorm content material concepts for your model.

Carry out a aggressive audit

Are your opponents on TikTok? If they’re, you would be lacking out on the motion. In the event that they aren’t, TikTok could also be a approach to acquire a aggressive benefit.

Whether or not or not your opponents are on the platform, discover not less than three to 5 related manufacturers or organizations and see what they’re up to on the app. Attempt to be taught from what’s labored and what hasn’t labored for them. If it’s useful, use the S.W.O.T. framework to establish every competitor’s strengths, weaknesses, alternatives, and threats.

As a result of TikTok is a creator-led platform, don’t rule out together with TikTok stars and influencers on this train. Discover personalities focusing on your space of experience, from cosmetics to drugs or training and literature.

Be taught extra in our complete guide to running a competitive analysis on social media (free template included).

Set objectives that align with your enterprise targets

You’ll be able to create TikToks simply for enjoyable, however it’s higher to have objectives in thoughts that may be tied to your general enterprise targets.

Whether or not you propose to attain a new viewers, enhance model picture, promote consciousness for a product, or develop stronger buyer relationships by means of engagement, it’s vital to again your efforts with a rationale. Think about using the S.M.A.R.T. goal framework, or one other template, to set objectives which are: Particular, Measurable, Attainable, Related, and Well timed.

Like most social platforms, TikTok gives analytics for Enterprise accounts. To entry your TikTok analytics:

  1. Go to your profile web page and faucet the three horizontal strains within the higher proper.
  2. Faucet Creator Instruments, then Analytics.
  3. Discover the dashboard and discover the metrics you should utilize to measure your objectives.

Read our complete guide to TikTok Analytics.

Publish frequently

Making a content material calendar—and sticking to it—is vital to a profitable social media technique. Your TikTok content material calendar will look related to a real-life calendar, however as a substitute of “Dinner with Dad” and “Canine’s Half-Birthday” you’ll plan issues like “Go Stay” or “New Video.” There’s loads of instruments on the market to get you began (we’ve created a free social media calendar template).

Observe your progress

Analytics aren’t simply the proper start line for advertising on TikTok: they’re additionally a straightforward approach to gauge whether or not or not your methods are working. Verify in not less than as soon as a month and see in case you’re reaching your objectives.

When you aren’t, think about testing completely different sorts of posts—perhaps an obvious ad for the Arkells isn’t fairly as compelling as a video of a musician hitting a fellow member of the orchestra with his drumstick (these TikToks have lower than 600 and extra that 1.4 million views, respectively).


Oops… 🤣 #orchestra #fail (By way of @FUNNY VIDEOS)

♬ original sound – MuchMusic

You’ll be able to observe your progress utilizing a social media report.

Create area to experiment

There’s no such factor as a components for going viral on TikTok (however you possibly can follow our tried tips to increase your odds).

Depart area in your TikTok advertising technique to be inventive, have enjoyable, and flow.

On this video, Wendy’s jumped on a (fairly shortlived, however scorching whereas it lasted) 2021 development of flaunting intricate pantry group routines:


Oddly satisfying. Oddly mouthwatering. Ought to that be our new tagline?

♬ original sound – Wendy’s

If one thing flops, be taught from it and transfer on to the subsequent experiment. In case your model finally ends up unintentionally trending like Ocean Spray or Wendy’s, benefit from it. Be in on the joke. Don’t plan to be taken too severely on TikTok.

How to simply handle your model’s TikTok presence

With Hootsuite, you possibly can handle your TikTok presence alongside all of your different social media profiles. (Hootsuite works with TikTok, Instagram, Fb, Messenger, Twitter, LinkedIn, Pinterest and YouTube!)

From one intuitive dashboard, you possibly can simply:

  • schedule TikToks
  • evaluate and reply feedback
  • measure your success on the platform

Our TikTok scheduler will even suggest the most effective occasions to publish your content material for most engagement (distinctive to your account!).

Be taught extra about how to handle your TikTok presence with Hootsuite:

Develop your TikTok presence alongside your different social channels utilizing Hootsuite. From a single dashboard, you possibly can schedule and publish posts for the most effective occasions, interact your viewers, and measure efficiency. Attempt it free right this moment.

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Develop on TikTok sooner with Hootsuite

Schedule posts, be taught from analytics, and reply to feedback multi function place.

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