Navigating TikTok Brand Marketing: A 10 Step Guide | GlowMetrics

Jul 8th 2024

Digital Marketing Insights

5 min read

Posted by Issy Gordon

Navigating TikTok Brand Marketing: A 10 Step Guide

For brands, utilising TikTok offers an opportunity to connect with a younger, highly engaged audience. To take full advantage of this for your business’ marketing efforts, here is a 10 step guide to get you started.

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In the rapidly evolving social media landscape, TikTok has established itself as a dominant platform, drawing in millions of users worldwide. For brands, TikTok offers an opportunity to connect with a younger, highly engaged audience. To take full advantage of this for your business’ marketing efforts, here is a 10 step guide to get you started.

1. Know Your Audience

Knowing who your target TikTok audience is essential before you begin marketing on the app. Though users of TikTok are rising and diversified across all age groups, Gen Z and Millennials make up the majority of the platform’s user base. To get further insights into the characteristics, interests, and behaviours of your possible audience, utilise TikTok’s analytics features. From this, you can tailor the content you create to ensure it speaks to their interests and that your messaging is both interesting and relevant to them.

Actionable Tip: Use TikTok Analytics to gather demographic data about your audience, including age, gender, and location. 

2. Follow and Make Use of Popular Trends

TikTok is fuelled by viral challenges and trends. Taking part in well-known challenges or starting your own will greatly increase brand awareness and engagement. TikTok trends change frequently, therefore it’s important to be flexible and modify your content strategy to take advantage of the latest trends.

Actionable Tip: To stay up to date on new trends, check out the Discover tab and follow well-known TikTok creators.

3. Develop a Consistent Content Strategy

The TikTok algorithm is known to prioritise accounts which regularly post so a consistent schedule is crucial to build your audience and keep them entertained with your content. Creating and sticking to a content calendar can help you keep on track of posting content on a regular basis. It is also beneficial to share User-Generated Content (UGC) as studies have shown that 79% of consumers shopping decisions are impacted by UGC.

Actionable Tip: To stay consistent, try to publish once a day at the very least. Schedule User-Generated Content (UGC) to capitalise on its influence on consumer choices and maintain audience interest.

4. Create Authentic and Engaging Content

TikTok users appreciate originality and authenticity. Instead of presenting glossy, overly-produced videos, brands that thrive on TikTok often highlight a more relatable and less formal aspect. Provide your audience with intimate behind-the-scenes glimpses, user-generated content, and funny stories.

Actionable Tip: Make your videos more interesting and engaging with the editing features and effects available on TikTok.

5. Use Hashtags

Hashtags act as a tool to help TikTok make your content discoverable to a relevant audience. Keep an eye on popular hashtags being used in other videos and incorporate relevant ones into your content to boost visibility.

Actionable Tip:  Create a branded-hashtag to monitor your actively engaged audience and keep up to date with their content. This will help you track your brand specific engagement.

6. Work with Influencers

TikTok’s highly engaged user base brings an effective opportunity for influencer marketing. Reaching a larger audience and establishing credibility can be achieved by collaborating with influencers who support your business. Influencers bring a built-in audience of followers and personal creative style to create more compelling and authentic content.

Actionable Tip: Look for influencers whose audience and ideals overlap with yours, then get in touch. Create material together that is authentic to the influencer’s style and aligned with your brand message.

7. Use TikTok Ads

TikTok provides brands with a variety of advertising solutions to help them expand their reach. TikTok’s advertising options, which range from TopView and Branded Effects to In-Feed Ads and Branded Hashtag Challenges, which are meant to increase interaction and produce results. Read our blog post here to learn more about the types of TikTok paid ad formats.

Actionable Tip: Experiment with various ad formats and start small with a limited budget. Utilise TikTok’s analytics to monitor the effectiveness of your advertisements and make data-driven campaign optimisation decisions.

8. Engage with your Audience

Interacting with your audience is key to build a loyal and engaged following. It also helps increase engagement which can lead to your TikTok’s reaching a wider audience. Responding to comments and reposting user-generated content of your brand are simple ways to show appreciation for your audience and foster open communication.

Actionable Tip: Set aside time every day to reply to messages and comments or go live on TikTok to engage with your audience and respond to their queries instantly.

9. Measure Performance

Analyse your TikTok analytics on a regular basis to determine what is and isn’t working. Views, likes, shares, comments, and follower growth are important metrics to track. Over time, use these insights to improve your performance by fine-tuning your content approach.

Actionable Tip: Establish clear objectives for your TikTok performance and monitor your advancement. To learn more about the habits and interests of your audience, use solutions such as TikTok Pro Analytics.

10. Stay up to date with policies

TikTok is always changing; new features and updates to its policies are released on a regular basis. By keeping up with these developments, you can make the most of new opportunities and make sure your material abides by TikTok’s rules.

Actionable Tip: Stay up to speed with TikTok by following their official blog and social media accounts. Participate in marketing communities and forums on TikTok to exchange ideas and pick up tips from other marketers.

Want to Learn More About TikTok Marketing?

Are you struggling to leverage TikTok for your marketing strategy? Maybe you’re unsure how to create engaging content, understand your audience, or use TikTok’s analytics to gain insights. If so, leave a comment below or get in touch with us at You can also stay up-to-date by following GlowMetrics on X and LinkedIn, or by subscribing to our newsletter for the latest tips and news in the world of Digital Analytics and Digital Marketing.

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