Essential TikTok Marketing Tactics, Strategies (& Tips) for 2024

by Sam Driver


Breaking through the clutter on TikTok isn’t rocket science; it’s all about the right TikTok marketing strategies.

In the next few minutes, you’re going to discover some essential tactics to ace your game.

From understanding the latest algorithm tweaks to harnessing the power of community, we’ve got actionable insights for you.

Ready to make your brand dance to the rhythm of TikTok success?

Let’s jump in.

Why Should You Embrace TikTok Marketing?

We’re living in an era where social media is no longer a luxury for brands; it’s a necessity.

TikTok, with its billion-plus users, has become a prime location for your target audience, especially the younger demographic.

Why should you be interested?

Because if you’re not on TikTok, you’re likely missing out on a goldmine of social media engagement and brand awareness opportunities.

But don’t just take our word for it. Consider these stats:

Are you starting to see the appeal of TikTok marketing yet?

The Fundamentals of TikTok Marketing

tiktok marketing setup

To truly grasp the concept of TikTok marketing, one must delve into the core aspects of the platform and the concept of social media marketing.

Let’s start by understanding that TikTok isn’t just a hub for teenagers showcasing dance routines, but rather, it’s a robust social media platform offering a diverse range of content, from educational snippets to DIY life hacks, and indeed, those viral dance trends.

And here’s where things get interesting…

TikTok is no longer just about personal accounts, there’s an entire sphere dedicated to businesses.

Recognizing the burgeoning potential of the platform for brands, TikTok introduced a feature known as TikTok Pro — a version designed specifically for businesses and content creators to keep track of their performance metrics.

The setup is simple, and once you’ve switched to a Pro account, you can access real-time performance insights, audience demographics, and more in the TikTok analytics section.

Now your account is set up and raring to go, what are the fundamental principles to consider…

  • Understanding Your Target Audience: TikTok’s user base skews young, but it’s gradually encompassing older demographics. Knowing who you’re aiming for is crucial.
  • Creating Engaging TikTok Content: From duets to challenges, there’s an array of formats to explore. Your content should be authentic, entertaining, and a reflection of your brand’s persona.
  • Leveraging TikTok’s Algorithm: The TikTok algorithm is designed to reward content that keeps users on the platform. Creating captivating content right off the bat can increase your chances of landing on the coveted ‘For You’ page.
  • Utilizing Hashtags: Hashtags on TikTok aren’t just a decorative element. They are the system the algorithm uses to categorize your content, so using popular and relevant hashtags can extend your reach.
  • Consistency is Key: Consistency, like with any other social media platform, is vital on TikTok. Regular posting can boost your visibility and engagement rates.

So, whether you’re a local business or a multinational corporation, TikTok provides a novel avenue to connect with potential customers in a dynamic, engaging manner.

The trick lies in understanding and mastering the principles of successful TikTok marketing.

How to Create a TikTok Marketing Strategy for 2024

Social media consultant image from Canva

Crafting a TikTok marketing strategy requires thoughtful planning and a keen understanding of the platform’s nuances.

The following steps will guide you in formulating a strategy tailored to your business needs and the ever-evolving TikTok landscape…

Step 1: Define Your Goals

To truly harness the power of TikTok marketing, you first need to clearly define your objectives.

Ask yourself — what are the specific outcomes you expect from your TikTok efforts? Are you seeking to enhance your brand visibility, increase website traffic, foster a loyal community, or drive sales?

For instance, if your goal is to drive website traffic, you may want to utilize TikTok’s ‘Website Link’ feature on your profile and include calls-to-action in your video captions.

If enhancing brand awareness is your aim, participating in popular challenges or creating unique, viral-worthy content could be your strategy.

Remember, each goal necessitates a different approach, so being precise with your aims will enable you to craft a more focused and effective marketing strategy.

Step 2: Identify Your Target Audience

TikTok’s user base is extremely diverse, spanning various age groups, interests, and demographics. It’s critical to pinpoint who among these users would find value in your brand or product.

Are you targeting Gen Z trendsetters, millennial DIY enthusiasts, or fitness-conscious adults?

Start by researching popular trends and content within your niche. Analyze successful competitors or similar brands on TikTok to understand what kind of content appeals to your desired audience.

The ‘Discover’ tab on TikTok can also be a goldmine of insights into trending topics among your target demographic.

Understanding your audience isn’t just about knowing their age or interests — it’s about comprehending their TikTok behaviors and preferences too.

What time do they usually engage with content?

Which TikTok features do they use the most?

Do they prefer humor-filled skits or informative how-tos?

The better you understand your target audience, the more personalized and effective your content strategy will be.

Step 3: Understand the Platform’s Unique Features

tiktok marketing features on a phone

Every social media platform has its quirks and unique features, and TikTok is no exception. To capitalize on TikTok marketing, you need to immerse yourself in the platform’s culture and functionalities.

TikTok’s powerful algorithm is one such feature.

It’s designed to offer personalized content recommendations to users.

What does this mean for marketers?

It suggests that any piece of content, regardless of the follower count, has the potential to gain massive visibility if it resonates with users.

Consider the platform’s penchant for quick, looping videos.

Could you distill your brand message into a 15 or 60-second engaging clip? What about leveraging the ‘Duet’ feature to create a collaborative piece or a brand challenge?

Hashtag Challenges are another unique feature — they’re essentially user-generated content campaigns where brands encourage users to create or recreate content and add a branded hashtag.

An excellent example is the #InMyDenim challenge by Guess, which prompted users to share their transformation videos featuring Guess denim, resulting in a huge surge in brand visibility and engagement.

Step 4: Create a Content Plan

Crafting compelling content is the essence of TikTok. A well-thought-out content plan tailored to your brand voice and audience’s interests can make a world of difference in your TikTok marketing journey.

Start by brainstorming content ideas — it could be a behind-the-scenes look at your business operations, how-to tutorials related to your product, or humorous takes on your brand persona.

Always remember, TikTok thrives on authenticity and entertainment.

One way to plan your content is to ride the waves of current trends while making them unique to your brand.

For example, if the trend is a dance challenge, a fitness brand might post a video of a workout routine to the same song.

Staying attuned to the platform’s pulse keeps your content fresh and relevant.

Another strategy is user-generated content.

Encourage your audience to create videos featuring your products or services and reward the best ones. This not only engages your community but also provides free, authentic promotion for your brand.

Step 5: Utilize TikTok Ads

TikTok Ads provide a powerful way to reach a larger audience beyond your followers. There are several ad formats to choose from, each offering unique benefits.

In-Feed Ads, similar to Instagram Stories or Snapchat ads, are full-screen videos that appear in the user’s ‘For You’ feed.

This format is great for creating brand awareness and driving traffic to your website.

For example, a clothing brand might use an In-Feed Ad to showcase its latest summer collection, with a clickable link directing users to its e-commerce site.

Brand Takeovers are exclusive ads that appear when a user opens the app, providing immediate and massive visibility. This could be a fantastic opportunity for product launches or significant announcements.

However, due to their high-impact nature, they’re more costly and limited to one per day per category.

Step 6: Partner with Influencers

social media influencer marketing banner

Influencer marketing on TikTok can offer high engagement rates and a credible connection with your target audience.

However, it’s not just about partnering with influencers with the highest follower counts. It’s about finding influencers whose brand and audience align well with yours.

For instance, if you’re a sustainable clothing brand, team up with influencers who advocate for environmental consciousness. They could showcase your collection in a creative TikTok video, blending style with a powerful sustainability message.

Moreover, influencers can also play a significant role in co-creating branded content.

Involving them in the brainstorming process can lead to fresh, unique content ideas.

This is a win-win situation, where the influencer gets to showcase their creativity, and your brand gets tailor-made content that resonates with the influencer’s following.

Remember, the ultimate goal of influencer partnerships is to create authentic and engaging content that feels organic, not like a traditional advertisement. When done correctly, it can provide a significant boost to your TikTok marketing campaign.

Step 7: Engage with Your Community

One cannot underestimate the power of engagement in TikTok marketing. It’s more than just getting likes and shares; it’s about fostering a sense of community among your followers.

Respond to comments on your posts promptly and sincerely.

Show interest in your followers by liking and commenting on their posts, especially when they engage with your brand.

Hosting Q&A sessions or live chats can also encourage user interaction.

Creating user-generated content campaigns, such as hashtag challenges, can also deepen engagement.

For example, Gymshark, a fitness apparel and accessories brand, successfully leveraged user-generated content by starting the #Gymshark66 challenge, encouraging followers to share their fitness journey for 66 days.

This strategy not only increased audience engagement but also enhanced brand visibility and awareness.

Step 8: Leverage TikTok Analytics

Unlock the power of data with TikTok Analytics. As a TikTok Pro account holder, you have a treasure trove of information at your disposal.

Regularly reviewing these insights can guide you in making data-driven decisions to refine your TikTok strategy.

You can monitor everything from follower growth, video views, to trending videos.

Use this information to decipher what type of content resonates with your audience, the best time to post, and what generates the most engagement.

This data can also help you identify potential influencer partners within your follower base.

For example, if you notice that tutorial videos garner higher engagement rates, consider creating more instructional content.

Similarly, if your follower activity spikes on weekends, it might be beneficial to adjust your posting schedule accordingly.

Step 9: Keep an Eye on the Trends

tiktok marketing, the selfie

Staying relevant on TikTok means keeping your finger on the pulse of the latest social media trends. This fast-paced platform thrives on ever-changing memes, songs, and hashtag challenges. Harness these trends to showcase your brand’s creativity and relevance.

Participating in a trending hashtag challenge, for instance, can boost your visibility exponentially.

Take Chipotle’s #GuacDance challenge as an example. In honor of National Avocado Day, they encouraged users to showcase their best dance moves.

The challenge garnered over a billion views, creating massive exposure for their brand.

Remember, however, not all trends will align with your brand’s identity.

Stay true to your brand’s persona while exploring trends, and only participate in those that resonate with your brand ethos.

While staying abreast with trends, don’t forget to be a trendsetter.

Creating your unique trends and challenges can spark viral waves and propel your brand to TikTok stardom.

Unlocking TikTok Marketing Potential

You’re probably thinking, “Wow, there’s a lot to take in!”

And you’re right.

But remember, every top TikToker started just where you are now.

These tactics aren’t meant to overwhelm you; they’re your roadmap to success.

You’ve got the courage, the creativity, and now, the keys to the TikTok kingdom.

So, lace up your dancing shoes and step into the spotlight. Let the world see what you’ve got!

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Sam Driver

Sam is an Associate Editor for Smart Blogger and family man who loves to write. When he’s not goofing around with his kids, he’s honing his craft to provide lasting value to anyone who cares to listen.


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Photo of author

Written by Sam Driver

Sam is an Associate Editor for Smart Blogger and family man who loves to write. When he’s not goofing around with his kids, he’s honing his craft to provide lasting value to anyone who cares to listen.

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