If you’ve previously written TikTok Marketing Strategy off as a bit of a time-waster for teens, it may be time to reconsider. More than 63% of users on the platform are between the ages of 20 and 49. This group is a big demographic that represents a lot of economic power.
That’s just one of many reasons to add this powerful channel to your marketing strategy. TikTok was also the most downloaded app last year. Additionally, the decision-makers at TikTok have worked hard to make the platform friendly for marketers, influencers, and creators. This work includes building TikTok for business, which launched in 2020.
However, in addition to these benefits, there are also challenges to gaining traction on TikTok. The platform’s popularity has also created a lot of competition. It can be difficult to gain a following or engagement without a plan of action. You need a TikTok marketing strategy, and the tips below will help you build that from the ground up.
Table of Contents
Don’t Treat TikTok Like Any Other Platform
Before you build your TikTok marketing strategy, take some time to get familiar with the place. Scroll through videos, follow some accounts, and learn what is trending. Pay attention to branded hashtags, filters, songs, etc.
Do some competitive research as well. You should know what other brands in your niche are doing and how those efforts are working out.
Create or Refine Your Customer Personas with TikTok in Mind
You want to reach your current target audience on TikTok, that’s a given. However, you can’t assume that they’ll be receptive to you there simply because they engage with your brand on Facebook or Instagram. The chances are that their motivations for spending time on TikTok are entirely different.
For example, TikTok users tend to be less receptive to direct marketing. Being too promotional is a great way to lose followers. On the other hand, brands that create content that is fun and relevant are more likely to build an audience.
Learn how your target demographic is using TikTok. Then, add those behaviors and preferences to your customer profiles.
Get the Technical Stuff Right
Like any other platform, there are processes and procedures in place. Follow these to get the best outcomes. With TikTok, this preparation includes:
- Setting up a TikTok for Business account
- Learning about TikTok ads manager
- Getting familiar with the different advertising formats available
- Making videos according to the preferred TikTok video ad specs
- Using analytics to determine the success of your marketing campaigns
Once you understand how to navigate the platform and can execute according to best practices, you can focus on quality content.
Set Goals and Objectives
Now, you understand the platform, you’ve identified your target audience, and you have an idea of what is likely to work for your brand. It’s time to set some goals and objectives.
Start with some broad objectives. These should align with your overall marketing strategy, but keep the unique features of TikTok in mind as well. Here are some of the more popular goals:
- Building brand awareness
- Earning audience engagement
- Educating customers about products and services
- Increasing sales
- Boosting traffic
Of course, these are pretty high-level goals. As you create specific marketing and advertising campaigns, you can focus on more detailed objectives and how to achieve them.
For example, you could build a branded hashtag challenge around a new product that allows you to work towards your goals of boosting engagement, increasing sales, and drawing attention to specific products.
Create a Content Plan
Eventually, you’re going to have to execute your strategy by creating and publishing content. However, you don’t want to risk spending time and resources producing content that falls flat. You also need to ensure that you are able to produce a steady stream of content to keep your audience engaged.
Start with a content plan. This plan should align with your goals and objectives and be influenced by your understanding of the platform and your target audience.
No, you don’t have to have such a detailed plan that you know every piece of content you are going to produce and when it will go live on TikTok. Instead, you simply need a framework that defines the kind of videos you’ll produce, how often, and the steps you’ll take to promote that content to your audience.
Test and Refine
Start small. Create some videos based on the strategy you’ve created and publish them. Next, wait and see. Use TikTok analytics to track performance and engagement. Then, apply what you’ve learned by further improving and optimizing your posts and your strategy.