How one can Create a Profitable TikTok Advertising and marketing Technique for 2022

The facility of TikTok can’t be underestimated. In addition to being the procrastination instrument of selection for a lot of a teen, the app has had a profound impact on sound and culture within the fashionable world — and savvy companies in all places want to get in on the motion (and cash, after all) by TikTok advertising.

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

Lots of the most important model moments on TikTok are unintended. 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 type of fortunate manufacturers that unintentionally stumbles into TikTok fame, you’ll be able to nonetheless construct a profitable presence on the platform. Preserve studying to learn to set TikTok up for enterprise, how one can 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 big impact on the success of a enterprise (tens of tens of millions of customers watch their content material on daily basis).

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

Creating your individual TikToks

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

The sky is really the restrict right here—you’ll be able to publish all the things from exhibiting off your merchandise to day-in-the-life videos to bop challenges. Spend a while scrolling by your For You web page for inspiration.


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

♬ im obsessed –

TikTok promoting

Should you’re searching for a spot to begin and have some cash to speculate, that is it—TikTok’s website is stuffed with success stories from manufacturers that began promoting on TikTok, together with Aerie, Little Caesars and Maybelline. Much like Fb and Instagram, the price of TikTok adverts is predicated on a bidding mannequin.

Learn our full information to promoting on TikTok here.

How one can arrange TikTok for Enterprise

TikTok opened a TikTok for Business hub in summer season 2020 and rolled out TikTok Professional a couple of months later.

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

Now, TikTok for Enterprise is the one technique to go. With a enterprise account, you’ll be able to add extra info to your profile and entry real-time metrics and viewers insights.

How one can 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 Swap 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’ll be able to add a enterprise web site and electronic mail to your profile, and also you’re able to roll.

How one can promote on TikTok

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

Kinds of Advertisements out there on TikTok

We’ve written about all of the various kinds 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 exhibits up on extra individuals’s feeds). There’s additionally pangle ads and carousel adverts, that are solely out there by TikTok’s Viewers Community and News Feed apps, respectively.

Advertisements for managed manufacturers would possibly appear to be in-feed adverts, however there’s further formatting out there to people who work with a TikTok gross sales consultant (you’ll be able to contact them to see in case you’re a very 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 related 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 number of the movies underneath the #StartUpShowUp hashtag have been paid for by the model, different customers (just like the one above) quickly hopped on the development, promoting Microsoft without cost.

How one can make a TikTok Advert Account

Should you plan to run adverts on TikTok, you’ll have to create an advert account for TikTok Advertisements Supervisor.

To do this, go to, click on Create Now and full your info. (It’s simply the fundamentals: nation, trade, enterprise identify and make contact with data.)

How one can create a TikTok advertising technique

TikTok developments can appear random — keep in mind the Adult Swim trend that took over TikTok in summer season 2021? And there’s no such factor as a surefire advertising technique. Nonetheless, there are respectable steps you’ll be able to take to assist your corporation kill it on the app.

Right here’s how one can 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 developments, 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 out there on the TikTok app, and be aware what filters, results and songs are trending. Preserve a watch out for Branded Hashtag Challenges, which principally contain a tune, dance strikes, or a process that members are challenged to recreate (principally, 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 complete lowdown on how the algorithm works here. It’s also possible to brush up on all issues TikTok by taking programs within the TikTok Business Learning Center.

Outline your target market

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

TikTok is hottest with teenagers, however it will be a mistake to put in writing 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 vogue solely will get higher with age. Trying to increase your attain in India? You could wish 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 search for overlap on TikTok. However don’t rule out new or sudden audiences. Your present viewers will not be on TikTok, however possibly there are subgroups with associated or barely completely different pursuits on the platform. For instance, a youngsters’s books writer’s viewers might include authors on LinkedIn, readers on Instagram, and illustrators on TikTok.

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

Carry out a aggressive audit

Are your rivals 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 technique to acquire a aggressive benefit.

Whether or not or not your rivals are on the platform, discover at the very least three to 5 comparable manufacturers or organizations and see what they’re as much as 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 specializing in your space of experience, from cosmetics to medication or schooling and literature.

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

Set targets that align with your corporation goals

You may create TikToks only for enjoyable, nevertheless it’s higher to have targets in thoughts that may be tied to your general enterprise goals.

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

Like most social platforms, TikTok offers 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 need to use to measure your targets.

Read our complete guide to TikTok Analytics.

Publish recurrently

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

Monitor your progress

Analytics aren’t simply the right place to begin for advertising on TikTok: they’re additionally a simple technique to gauge whether or not or not your methods are working. Examine in at the very least as soon as a month and see in case you’re reaching your targets.

Should you aren’t, contemplate testing completely different sorts of posts—possibly 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 (Through @FUNNY VIDEOS)

♬ original sound – MuchMusic

You may observe your progress utilizing a social media report.

Create area to experiment

There’s no such factor as a method for going viral on TikTok (however you’ll be able to follow our tried tips to increase your odds).

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

On this video, Wendy’s jumped on a (somewhat shortlived, however sizzling 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, profit from it. Be in on the joke. Don’t plan to be taken too significantly on TikTok.

How one can simply handle your model’s TikTok presence

With Hootsuite, you’ll be able to 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’ll be able to simply:

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

Our TikTok scheduler will even advocate the perfect instances to publish your content material for max engagement (distinctive to your account!).

Study extra about how one can handle your TikTok presence with Hootsuite:

Develop your TikTok presence alongside your different social channels utilizing Hootsuite. From a single dashboard, you’ll be able to schedule and publish posts for the perfect instances, have interaction your viewers, and measure efficiency. Attempt it free at the moment.

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