The Rise of TikTok Marketing: Strategies, Examples, and Tools

TikTok is the most engaging social media platform right now, and it should absolutely play a big role in your brand’s social media strategy.

Why? Recent social media usage data reveals the average TikTok user spends over 1.5 hours a day on the app. Now, that's a really engaged audience!

With the right blend of creative content and interactive campaigns, you can easily inspire action and take your social media marketing to the next level.

In this piece, I’ll dive into TikTok’s unique culture and algorithm, showing you how to make the most of the platform. We'll cover top TikTok strategies, practical TikTok marketing tips, brand examples that nailed it, and TikTok marketing tools that can help you get started. Let’s dive in!

Table of contents
What is TikTok marketing
Why use TikTok for marketing
How to create a TikTok business account
How to create a TikTok marketing strategy?
TikTok features that can be used for effective marketing
TikTok marketing best practices
Successful TikTok marketing examples
Tools to help you succeed in TikTok marketing

What is TikTok marketing?

TikTok marketing stands for the practice of leveraging the platform's creative features to promote a business - through brand awareness and engagement generation, and ultimately, sales.

Using TikTok for marketing allows businesses to engage with a diverse and expansive audience, reaching new potential buyers and loyalizing existing customers.

Through TikTok advertising, brands can boost their visibility and authentically connect with consumers while leveraging the virality characteristic of TikTok's algorithm.

Using TikTok for marketing is pretty much like throwing a party where your brand is the host, and you're inviting TikTok's billions of users to come and hang out.

But instead of cocktails and canapés, you're serving up bite-sized, super engaging videos that could be anything from a behind-the-scenes look at your product, a hilarious skit, or even a trendy dance challenge that subtly features your brand.

Why use TikTok for marketing?

Why dive into TikTok for marketing, you ask?

Well, picture this: TikTok isn't just a platform; it's a bustling marketplace of ideas, trends, and engagement. It’s where creativity meets strategy, and where your brand can truly get in on the action.

For starters, TikTok's sheer volume of active users and the time they spend on the platform is a goldmine for any business. It’s like having an always-on focus group, constantly signaling what they like, share, and engage with. This isn't just about eyeballs on your content; it's about forging genuine connections through relatable, creative video posts that speak their language.

So here are 5 particular reasons to use TikTok for marketing:

Accessibility and reach on TikTok

From a business standpoint, TikTok offers a level of accessibility and reach that's hard to match. You don't need a blockbuster budget to make waves; you need content that resonates.

Whether it's a sneak peek behind the curtain, a challenge that showcases your product in action, or just something that gets people talking, it's the relevance and relatability that count.

TikTok is the most engaging platform

TikTok is the most engaging short-form video platform out there, with a 2.34% engagement rate—beating Reels at 1.48% and YouTube Shorts at 0.91%.

Viewers are way more likely to interact with content on TikTok, making it a prime spot for getting your brand noticed.

The democratic nature of TikTok's algorithm

TikTok’s algorithm doesn’t care if you’re a new startup or a seasoned player—if your content hits the mark, you’re in. This democratic system gives your social media campaign a fair shot at going viral, making it a game-changer for building brand awareness and connecting with your audience in a meaningful way.

The blend of creativity and strategy in TikTok marketing

Merging the conversational with the business, TikTok digital marketing is about blending authenticity with TikTok analytics data, and creativity with strategy.

It’s where you can let your brand's personality shine and tap into a community eager to explore new content. In the world of TikTok, it’s all about creating moments that matter, driving engagement, and, ultimately, building a brand presence that resonates well, beyond the app.

TikTok's unique appeal to B2B marketers

For B2B marketers, TikTok offers a unique channel to humanize their brand, demonstrate thought leadership, and even drive lead generation through content that educates, entertains, and engages a professional audience.

If your brand is just starting out its TikTok business strategy, know that the platform’s user interface is optimized for discovery and prioritizes good content over all else.

How to create a TikTok business account

Creating a TikTok business account is a straightforward process that opens the door to a vast audience. Here's how to get started in just a few steps:

1. Download and install the TikTok app: Go to your mobile device's app store, search for TikTok, and download and install it.

2. Sign up for an account: Open the TikTok app and sign up for a new account. You can use an email, or phone number, or sign in with a third-party platform like Google or Facebook.

3. Switch to a business account: Once your account is set up, go to your profile page and tap the three lines in the top right corner to access the settings and privacy menu. Here, you’ll find an option to manage your account. Tap it, and then choose "Switch to Business Account."

4. Choose your business category: TikTok will prompt you to select a category that best represents your business. This helps TikTok show your content to relevant users.

5. Set up your Profile: Add a business profile photo, write a captivating bio, and include a link to your website or online store if you have one. This is your chance to make a good first impression, so be clear and engaging.

6. Start Creating Content: Now that your business account is set up, it’s time to start creating and posting content. Think about what makes your brand unique and how you can convey that through original and creative videos.

7. Engage With Your Audience: TikTok isn’t just about posting videos. It's also about engaging with your audience. Respond to comments, participate in trends and challenges, and be active on the platform.

8. Analyze and Adjust: Use TikTok's built-in analytics (available for business accounts) to track the performance of your posts. Look at what’s working and what’s not, and adjust your strategy accordingly.

Remember, success on TikTok comes from authenticity, creativity, and engagement. Keep experimenting with different types of content to see what resonates best with your audience.

How to create a TikTok marketing strategy?

To create a successful marketing strategy for TikTok, develop a deep understanding of the platform, your audience, and your content goals. Here are the key steps on how to do marketing on TikTok.

#1. Research the platform

When using TikTok for marketing, you’ve got to know the ins and outs of how it works. TikTok videos can be anywhere between 3 seconds to 60 minutes long.

That said, according to Socialinsider's data, TikTok videos lasting between 90 and 120 seconds usually perform best, maximizing both views and view rate. Start by researching which video lengths resonate with your target audience.

Plus, explore TikTok’s key features like TikTok Live, where you can go live, host Q&As, showcase products, or even make sales through TikTok Shop. This feature lets your viewers buy directly within the app, making it super easy for them to shop without leaving the experience.

TikTok also has a ton of creative tools—think effects, filters, and the popular duet and stitch features. These help you add fresh, collaborative energy to your videos. But here’s the thing: trends on TikTok move fast.

Stay on top of trending challenges, viral sound bites, and popular editing styles. These trends often define what gets seen.

Many viral videos rely on catchy sound bites or engaging visual effects, and hopping on these trends can significantly elevate your TikTok marketing plan.

One of the biggest social media marketing challenges is grabbing attention right away.

On TikTok, it's easy once your videos make it to the For You Page (FYP).

The FYP algorithm rewards videos that hook users within the first few seconds, so make sure your content stands out from the start with strong visuals or a compelling opening.

Finally, make time to browse the Discover page. This is where you’ll find trending hashtags, sounds, and challenges—key insights for shaping your content to match the platform’s fast-paced, trend-driven vibe.

#2. Define your target audience

TikTok's audience has broadened beyond just teens, attracting a significant number of millennials and Gen Z users driving its growth. Research shows that about 38.5% of users are between 25 and 34, and nearly 1 in 10 Gen Zers even prefer TikTok over Google as a search engine.

That’s how influential it’s become, especially among younger adults.

To get results, identify who you want to target:

• Build detailed social media personas. Beyond the basics like age, location, and job titles, think about their interests, values, and the problems they’re trying to solve. For example, if you’re aiming at Gen Z, you might focus on their desire for authentic, short-form content that encourages self-expression and community involvement​.

• Consider platform-specific behaviors. TikTok users prioritize entertainment and viral trends over highly polished, branded content. What works on other platforms may not resonate here.

• Ensure your persona reflects the type of content they engage with. For instance, whether it's humorous, educational, or trending videos—also, incorporate the hashtags they follow. Understanding these preferences will help you create content that truly connects.

#3. Run a competitive analysis

Competitive intelligence—or keeping an eye on your competition—gives you a behind-the-scenes look at what works in your space.

Start by identifying your direct competitors and brands killing it on TikTok in your niche. Then, analyze their content and TikTok brand strategy. Consider:

• What trends are they hopping on?
• What types of videos get the most likes?
• Are they doing product demos, challenges, or showing behind-the-scenes clips?
• How do they interact with followers through comments and duets?
• Do they have a TikTok posting strategy?

Don’t just watch TikTok marketing campaigns from just big brands, though. Smaller competitors and micro-influencers are often more agile and engage niche communities in ways large companies can't.

For instance, micro-influencers may focus on product use case videos or tutorials that build trust and drive conversions

A SWOT analysis can be super useful here. Identify your competitors' strengths (like their killer engagement on challenges), weaknesses (maybe they don't interact much with followers), opportunities (are they missing out on content types like live Q&As?), and threats (is their follower base growing rapidly?).

#4. Set SMART goals

To ensure your TikTok strategy is effective, it’s essential to set SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound. These goals must align with your overall business objectives.

Let’s say you’re aiming to get more views on TikTok and boost brand awareness. A SMART goal could be hitting 100,000 video views or gaining 500 new followers in three months. For conversions? A SMART goal might be “Increase sales through TikTok by 15% within six months using shoppable content.”

Notice how there's no ambiguity in the statement?

SMART goals help you clearly define what success looks like and track progress. Plus, they hold you accountable and help you fine-tune your strategy as you go, with data to back your decisions.

Tip: Regularly review your progress toward the goals you’ve set. This helps you make informed decisions about content, ad spend, or engagement tactics and maximize the benefits of using TikTok.

#5. Establish content pillars

Content pillars are the core topics that guide your TikTok strategy, ensuring your content is consistent and aligned with your brand’s mission. These pillars could center around product promos, educational videos, customer stories, or even sponsored TikTok posts.

They give your content a purpose, keeping things cohesive and preventing those random posts that fall flat. Plus, you can keep track of the types of TikTok content that resonates best with your audience.

Booking.com, for example, really nails content pillars for social media. By focusing on travel tips & guides and cultural experiences, the brand taps right into what travelers crave—immersive and authentic adventures. It’s no wonder this approach has its audience fully hooked.

Following their lead, you can craft content pillars that build a strong, consistent narrative, aligning with what your audience cares about most. This helps form a deeper connection between your brand and your followers.

To create your own pillars, start by digging into your audience’s values and pain points. With content pillars in place, you’ll have a steady flow of ideas that stay true to your brand while keeping your content fresh.

#6. Create a content calendar

Sticking to a consistent TikTok posting schedule is key to staying relevant on TikTok. A content calendar helps you keep your posts organized and ensures you’re regularly sharing engaging content.

TikTok suggests posting 3-5 times a week, but the right frequency really depends on your niche and how much content you can realistically produce.

With a content calendar, you won’t miss out on opportunities to connect with your audience, and it can also simplify your creative process.

Include a variety of content types—some planned (like tutorials or promos) and others more spontaneous (like hopping on trending challenges). For example, if a viral song lines up with your brand’s vibe, you can quickly incorporate it while staying authentic.

#7. Use data to optimize your strategy

Different TikTok’s analytics tools offer useful social media insights—like video views, watch time, engagement rate, and follower demographics—that help you see what content is hitting the mark with your audience. Use this data to lead your way.

Say your tutorial videos get way more social media engagement than your promo content. In this case, it may be worth producing more tutorial-based content.

Analytics also reveal the best times to post, so test different timings and formats to see what works best with your audience’s habits.

For even more fine-tuning, try A/B testing different video styles, captions, or hashtag strategies. Keep an eye on which of your content pillars perform best and don’t be afraid to adjust or swap out the ones that aren’t pulling their weight.

TikTok features to use for effective marketing

TikTok Duets & Stitches

TikTok’s Duets and Stitches are all about playful collaboration. They let users remix videos, adding their unique spin, and that's where the magic happens.

Duets split the screen, putting your video alongside someone else's. It's like an instant conversation, perfect for playful responses, or creative customer interactions.

Then there’s Stitches, where users grab a 5-second clip from another TikTok and add their flair. Imagine a brand like Amazon Prime Video hopping on a viral Stitch with Michael B. Jordan—that’s how you turn a moment into a movement.

TikTok Live

TikTok Live is a game-changer for brands looking to connect with their audience in real time. It's all about creating those instant, meaningful interactions—whether through Q&As, product demos, or sneak peeks behind the curtain.

What makes it so powerful? It’s the immediate social media engagement.

You can respond to comments, answer questions, and build a stronger sense of community on the spot.

Plus, TikTok Live comes with a built-in monetization system. Viewers can send gifts (TikTok’s in-app currency), and if you’re using TikTok Shop, you can even sell products right during the live stream. This direct line from engagement to conversion makes it a must-have tool for any brand that wants to turn viewers into buyers.

TikTok Ads

TikTok Ads are designed to meet users right where they are, with formats that target specific behaviors, interests, and demographics. They make the buyer’s journey smoother and feel more organic.

• In-Feed Ads blend right into users’ feeds, feeling like native content. But they also pack a punch with features like click-to-buy buttons, giving them a commercial edge.

• Spark Ads let brands boost existing content, including user-generated posts, to get more eyeballs while still keeping that authentic, relatable vibe. They can send viewers to your TikTok page or a landing page—whatever fits your goal.

• Video Shopping Ads are great for ecommerce brands. They make it super easy for users to go from watching to buying, all thanks to embedded product links. With everything right there at their fingertips, the customer journey from discovery to conversion is significantly shorter.

TikTok marketing best practices

The cool part about TikTok marketing is that you don't need to be a big-shot company or have a massive budget to get noticed. If your content clicks with people, it can go viral overnight. It's all about hitting that sweet spot of creativity, relatability, and fun.

Plus, TikTok's algorithm does a great job of getting your videos in front of the right eyes. It doesn't care if you're a startup from a small town or a global brand; if your content resonates with users, it'll push it to the top.

So if you are wondering how to be successful on TikTok, here are 5 marketing strategies for brands:

Jump on trends, but make them yours

TikTok thrives on trends, from dance challenges to meme formats. Catching a trend early and putting your unique spin on it can catapult your content to viral status. It's like riding a wave; you just need to know how to stand out while doing it.

Here’s a TikTok strategy example of how Capcut is not only jumping on trends but creating trends with its templates. Clever, innit?

Engage with your community

One of the most underrated TikTok marketing strategies out there - is to just be present.

TikTok isn't just about posting videos; it's about building relationships. Respond to comments, collaborate with other creators, interact, share, and participate in challenges. Like on many other social media platforms, engagement boosts your visibility and helps create a loyal follower base.

Use hashtags wisely

TikTok hashtags are signposts that help users discover your content.

Use a mix of trending, niche, and branded hashtags to increase your reach. It’s like leaving breadcrumbs across the app for users to find their way to your content.

Experiment and optimize

To succeed with TikTok marketing, you need to experiment and adjust. Try different tactics—TikTok influencer marketing, run ads, or post diverse content like challenges, tutorials, or behind-the-scenes clips. The goal is to see what resonates best with your audience.

Test various posting times and content lengths, and explore both humorous and informative videos.

Use TikTok analytics to simplify social media measurement and fine-tune your strategy based on what performs well.

Constant experimentation will help you find the right balance for driving maximum engagement and achieving your social media goals.

Now that I’ve shown you all the steps you need to take to start off your next TikTok marketing campaign, let’s check out some examples of TikTok digital marketing.

Remember, it's about blending creativity, strategic thinking, and a touch of fun. Keep your content authentic and engaging, and watch as your TikTok presence grows.

Successful TikTok marketing examples

Still wondering how to do well on TikTok? Let's check out some of the most popular brands on TikTok right now for inspiration.

Crocs

Crocs' success comes from creating TikTok content around three main pillars: outfit inspiration, new collection drops, and fashion collaborations.

Showing how to style Crocs in everyday outfits connects with fashion-forward users who love expressing their personal style. Meanwhile, collaborations with celebs and influencers create excitement around new releases. Case in point: the #ThousandDollarCrocs challenge with rapper Post Malone has over 368.1K posts.

This consistent focus keeps Crocs relevant and engaging in TikTok’s fast-paced world.

Washington Post

The Washington Post is a prime example of how brands can humanize their content on TikTok. Instead of sticking to serious news, the brand mixes in humor and trends to make current events more relatable.

This lighthearted strategy has helped them grow to over 1.7 million followers, drawing in users who might otherwise ignore traditional news outlets.

Chipotle

Chipotle has built a huge TikTok following with 2.5 million followers and nearly 57 million likes. Its secret? Fun, relatable, and interactive content that leverages trends, memes, and viral challenges.

It also heavily promotes user-generated posts. Just look at the "1000 Day Chipotle Challenge" from fan Dillon Wareham. When he set out to eat Chipotle every day for 1000 days, Chipotle didn’t just cheer him on—it partnered with him to ride the buzz wave.

It’s a smart move that keeps the community engaged by mixing food culture and fun in all the right ways.

McLaren Automotive

McLaren keeps its TikTok content strategy focused on its core strengths—cars and Formula 1.

Its posts feature thrilling driving footage, sneak peeks of car designs, and race highlights that resonate with car enthusiasts. This type of content reinforces McLaren’s high-performance and luxury identity, drawing in racing fans and cementing the brand's reputation as a leader in automotive innovation.

Set Active

Set Active's social media campaigns embraces user-generated content and fun challenges that get the community involved. Its posts focus on body positivity, fitness, and fashion, perfectly matching the interests of their audience—those who are both health-conscious and style-conscious.

By encouraging followers to share how they style Set Active pieces, the brand creates a sense of inclusivity and community. This approach builds stronger emotional connections with its audience, turning loyal customers into brand advocates.

Through consistent engagement with these social aspects, Set Active nurtures brand loyalty and remains highly visible in the competitive athleisure market.

Tools to help you succeed in TikTok marketing

So you already have an idea of how to use TikTok for marketing, now you need to make sure you are creating valuable, quality content, that your audience not only resonates with but finds entertaining.

So here are 3 must-use TikTok marketing tools I recommend:

Socialinsider - the best TikTok analytics tool to improve your content strategy

Analytics, benchmarks, campaign overviews, competitor analysis, and more. Socialinsider is an essential tool to enhance your TikTok growth strategy.

No more guess-posting or laborious competitive analysis. Using Socialinsider makes analyzing your growth, video performance, and profile-level data scouting so much easier.

You just add your brand’s or competitor’s social media handles, and gain access to historical posts and analytics for TikTok to spot trends in views and engagement.

I promise it’s simple. You can give it a try.

Adobe Premiere Pro - great tool for quality content

If you want to convert, you need quality content!

Remember, we live in the era of short attention spans, where you need to grab the viewer’s attention in the first 3 seconds. So poor visual content will not only not please your viewers, but most probably the algorithm will push it to the bottom of the for you page, also. This is why, Adobe Premier is the perfect tool to have granular control over your video and audio content.

As of 2024, Adobe Premiere Pro offers new templates, and sequence presets that let you quickly set up projects for publishing to TikTok or other popular social media and video-sharing sites.

CapCut - the best marketing tool for TikTok trends and video edits

Capcut is the next-best thing when it comes to video editing for TikTok. It is a powerful app that can be used regardless of your TikTok social media strategies.

The best part about it, besides its affordability compared to Premiere Pro, is its accessibility. CapCut comes in both desktop and mobile versions, transforming your TikTok marketing plans into spontaneous ventures.

Final thoughts

In the last years, TikTok has emerged not just as a platform for entertainment, but as a powerful marketing tool that brands cannot afford to ignore.

Its unique algorithm favors engaging content over follower count and has leveled the playing field for creators and brands alike, offering unprecedented opportunities to reach global audiences.

In a nutshell, TikTok marketing is your chance to let your brand's personality shine, connect with users in a genuine way, and become part of the daily digital diet of millions. And the best part? It feels less like traditional advertising and more like joining in on a global conversation.

FAQs on TikTok marketing

How is TikTok used in marketing?

TikTok helps brands connect with large, engaged audiences through fun, creative videos. TikTok marketers can promote products, participate in viral challenges, and collaborate with influencers. Tools like Duets and TikTok Ads make content more interactive, driving engagement and brand awareness.

Is marketing on TikTok worth it?

Yes, marketing on TikTok is highly effective, especially for reaching Gen Z and millennials. Its algorithm can make content go viral quickly, even for smaller brands. TikTok's large, active user base makes it a great platform for building brand visibility and boosting sales.