Since its official launch in 2018, TikTok has soared in popularity and become the latest craze to take the online world by storm. The video-sharing platform allows users to create and share videos ranging from 15-seconds to 10 minutes, providing an assortment of fun effects, including filters, background music and stickers.

And with a striking 1.1 billion active users in over 150 countries, the social media platform isn’t going anywhere soon.

So who uses TikTok?

TikTok is now not only loved by dancing and lip-syncing tweens but also by some much bigger fish – with major corporations such as Coca-Cola, Nike, ABC, and Google getting in on the TikTok action for their marketing campaigns. However, despite the mainstream traction, one thing that makes TikTok such a valuable marketing tool for smaller businesses is its level playing field in engagement and organic reach.

And what does this all mean?

This means that, unlike other social media platforms, larger businesses are not automatically granted higher engagement rates based on their size. Therefore, the possibility of going viral is hugely exciting and can be life-changing. If you are an avid TikTok user, you are probably familiar with the wildly popular video of famous TikTok user Dogface chilling on his skateboard, listening to Fleetwood Mac.

Although, keep in mind that you don’t need to go viral or attract hundreds of thousands of followers to have a successful marketing strategy. You need the right followers.

So, if you already use TikTok diligently or are just thinking about joining in on the craze, read on to discover some fantastic tips and tricks that you can use to build your TikTok presence and grow your following.

One tried-and-tested TikTok tip is to post frequently and consistently.

If you’re a bit of a TikTok newbie and just starting out, the golden rule is to post a minimum of once daily. However, if you’re looking to expand your audience and grow your presence on TikTok, it is highly encouraged to post original content even more often.

In fact, the optimum number of posts you should publish is between two and three per day.

It is also essential to think carefully about how you set up your posting schedule and the times you schedule your posts—posting during periods when your audience is most active means you are much more likely to get more TikTok followers.

Remember, the more consistent you are with your posting schedule and the more successful your posts are among existing followers, the better chances you will get your content pushed forward by the TikTok algorithm for more to enjoy.

Top tip: Consider where the bulk of your audience is and their respective time zones to help you create the most effective posting schedule and optimise your engagement.

Also, don’t feel disheartened if it doesn’t click right away- keep in mind that each TikTok account is different and that you will likely need to undergo a process of trial and error at the start of your TikTok journey. This will help you discover optimum posting times for your business and learn more about how your audience responds to your videos.

TikTok Analytics provides excellent insight into audience engagement, displaying details such as Reached Audience or Video Views by Region. Be sure to make the most of this feature when drawing up your posting schedule and thinking about what to post next.

To access TikTok Analytics, hover over your profile picture in the top right and select View Analytics.

There are endless ways to give your videos a visual enhancement with TikTok filters, ranging from simple colour overlays to dynamic AR effects.

And no – you don’t need to be a video editing genius.

Filters are great for making your content more appealing and can be a fun way to heighten the feel and vibe of your videos.

If you’re passionate about playing the TikTok algorithm game to grow your following and boost your social media presence, make sure you’re using plenty of trending filters to make sure your posts get viewed by as many people as possible.

One interactive filter that TikTok users have been losing their minds over recently- including Miley Cyrus- is the Clown Filter. This filter projects a psychedelic version of clown paint over your face in a video, exposing your most awkward moments and life #fails.

Check out the Psychedelic Clown filter here: shorturl.at/tvTZ3

To amplify the reach of your TikTok campaigns even further, you may want to look at creating custom Augmented Reality (AR) filters. AR filters are computer-generated effects projected onto real-life images or video, adding a layer of imagery to the foreground or background.

From basic colour corrections to being placed in a different setting where you transform into a dancing hotdog, these filters are a fun opportunity for your audience to communicate with you directly, mainly if your business targets a younger demographic.

A notable example is Nike and TikTok’s AR collaboration with footwear and sportswear giant JD Sports, whereby users were invited to virtually try on the new Nike Air VaporMax. The bespoke shoe try-on aimed to build excitement for the debut of the new Nike Air VaporMax shoes, marking the first augmented reality shoe try-on in the UK.

Take a look at the #JDVaporMaxShuffle challenge here

So, start brainstorming, get creative and show the world what you’re made of!

The TikTok algorithm functions by rewarding clips that utilise certain trending elements, including sounds, effects and hashtags. These videos are more likely to receive views because they’re pushed forward to other people who also enjoy that trend, and they are also easier to find when browsing in the Discover tab.

Using trending sounds on TikTok is an excellent option to boost the discoverability of your videos in a way that further showcases your fun side and sets the right tone for your video.

Unlike other video platforms, which have traditionally stressed the importance of creating videos for ‘sound off’ consumption, TikTok has repeatedly emphasised that sound forms an essential part of the user experience and that marketers should regard audio as an equally significant element as the visuals in their creations.

TikTok highlights that 9 out of 10 users consider sound vital to the user experience.

The top tunes are constantly changing based on TikTok users’ behaviour, saves, video shares, and plays- so keep yourself up to date with the latest sounds to give your video creations the best fighting chance to be a hit. Two recent examples of trending TikTok sounds that TikTok users are currently obsessing over are “What You Know ‘Bout Love” and “Leave the Door Open”.

For businesses, in particular, TikTok notes that its research has shown that brand linkage and recall boost by over 8x when custom brand sounds are leveraged in ads, compared to other elements like slogans and logos. Surprised?

For your custom sound, you might decide to create a silly voice-over, a wacky sound effect or even a cover of a popular song. Put your creativity to the test and make your sound by recording it on the TikTok app. (As another option, you might choose to register your sound on your phone or produce it in a composing software before converting the file into a video format and uploading it to TikTok)

Next, change the ‘Who can watch this video option from ‘Everyone’ to ‘Private’ before hitting ‘Post’.

Lastly, tap ‘Add to Favourites’ to use the audio later or tap the ‘Use this sound’ icon if you are ready to create a new TikTok video using your custom sound.

Alternatively, tap “Add sound” at the top of the screen after selecting the “+” icon on your home screen to explore trending sounds and add an existing sound to your video.

Partnering with the right TikTok influencer can give your business the capability to provide high-quality and valuable content that charms viewers and seizes their attention.

TikTok is home to many influencers of different sizes, niches and communities, so rest assured – your ideal collaborative partnership is out there. Many businesses use this method to develop an authentic connection with their audience and instil trust among viewers, with influencer endorsements being presented to viewers more as a recommendation from a friend than an ad.

This can be an effective way of accessing different, more diverse and much larger audiences, helping you boost your engagement and following much quicker and more efficiently than applying organic growth strategies alone. This could also be a brilliant route to take if you’re aiming to target a younger demographic – with Gen Z being almost twice as likely to make their purchase decisions based on influencer recommendations, according to Marketing Dive.

A great example of this is Gymshark’s 66-Day Challenge in 2019, where the brand managed to gather over 45.5 million views on their campaign hashtag, #gymshark66, after partnering with six fitness and dance influencers on TikTok.

Take a look at the #gymshark66 campaign here

Depending on your business’s size, niche, and budget, you might explore the realm of Nano influencers (5k – 50k followers) and Micro-influencers (50k – 150k followers).

Whilst these influencers might have a lower reach than the more prominent names out there- don’t let their more minor follower counts deceive you. These creators often have highly engaged audiences that have developed a solid personal relationship with them, giving your business the perfect opening to slide in and swipe some followers.

And you never know – if you can consistently carry out successful collaborations with new and famous names, your new followers might also become hooked on your content!

If this sound like a route you would like to go down, start by researching the top influencers within your niche to collaborate with before getting in touch. The TikTok user search tool enables you to search for influencers based on country, topic, engagement levels, account size, average video views, and name or username.

TikTok is an app mainly built on trends. Jumping on board with a TikTok challenge or trend is another way to give your business great exposure and is one of the best ways to show off your creative flair and personality. This is an excellent opportunity to ride the popularity wave of an existing trending TikTok challenge with little effort on your part. So, why not take advantage?

With many TikTok users opting to follow trending hashtags associated with their favourite challenges, this simple trick is an excellent way to attract more views and grow your following. Red Bull utilises this technique in one of its most recent influencer marketing sponsorships with TikToker Keeoh. In the video, Keeoh appeared to pour Red Bull into a travel mug on a table before upturning it to reveal that it was empty.

Right when the audience wonders where the energy drink has gone, one of Keeoh’s friends springs up from behind the table with a wet t-shirt, and so it appears that Keeoh had been haphazardly pouring the Red Bull into his mouth.

Red Bull adopts an existing TikTok trend in this video – the trick shot of someone pouring a drink somewhere other than where the audience imagines.

Take a look at the hilarious clip here

Another great option is to weave hot topics into your TikTok marketing strategy, particularly if it ties in directly with your brand, mission and values.

If you were using TikTok at the time of the 2020 Presidential Inauguration in the USA, you probably would have noticed many posts celebrating the ground-breaking moment of the first female and person of colour vice president. If your business is passionate about female empowerment or has a target audience of women, you might have taken that issue and shared your spin.

Click on the Discover icon at the bottom of the screen to discover more trending topics and trends for your business.

But watch out! As trends come quickly, they also go fast- so remember to be quick in responding to trends to keep content new and refreshing if the ultimate goal is growth.

So, what are you waiting for? Start searching content under trending hashtags now!

The joy of learning on TikTok stems from the platform’s creative, accessible and digestible bite-size format, which is conducive to the efficient spread of information and helps inspire users to seek out more information in a way that is fun and engaging.

From life hacks to sign language and makeup tips to delicious kitchen recipes, TikTok is the perfect platform for creating educational videos or learning something new from your fellow TikTokers. Showcasing your expertise is the ideal way to add value to your content and reinforce your credibility, boosting your content’s overall performance and engagement.

TikToker Humphreytalks successfully transformed his social media account into a personal finance consultancy platform, educating users on all-things finance, from pocket money management to investments. Many of his most successful videos have gone viral, helping him to gather an impressive crowd of 1 million followers.

See Humphreytalks’ profile here

However, you don’t always need to share concrete statistics or hard and fast facts to hand; you might also want to share any valuable tips or advice you might have.

Drawing upon your own experiences and insights is a great way to make your content unique and reveal a part of yourself that feels sincere and personal, reinforcing the audience’s relationship with your brand. You may even find yourself interacting with your followers more meaningfully through meaningful pioneering conversations that perhaps have not yet been explored.

TikTok user and clinical psychologist Dr Julie Smith, for instance, uses TikTok to advise followers on mental and emotional well-being, exploring topics from social media to Covid-19. Since her TikTok debut, she has built up an army of 3 million followers and collected over 11 million likes.

Explore Dr Julie Smith’s profile here

What expertise or advice could your business bring to the table?

Faced with oodles of competition and the enigma of the TikTok algorithm, getting TikTok users to engage with your content can be a long, tough grind.

But with the tips and tricks shared above and a sprinkling of creativity and persistence, you’re bound to stir up anticipation and grab your audience’s attention to grow your TikTok presence.

And as you get more familiar and comfortable using these strategic tools, you’ll become more knowledgeable on the platform and start to figure out precisely what to do to bolster your TikTok presence more than ever before and attract the right kind of followers for your business.

Can you imagine what that could do for your business?

The ability to run an effective marketing strategy, successfully utilising the possibilities presented by the massive presence of social media across society, eludes many companies trying to grow their brand.

The broad range of platforms available and the regular emergence of new ones allow for the constant expansion and, therefore, the limitless outreach of the brand. The popularity and demographics of the platform dictate how successful the advertising campaign will be. Despite still being the largest and most used platform, Facebook has lost some of its influence and is now secondary to TikTok in some areas.

The explosion of TikTok with its 2.6 billion downloads has been a godsend to the world’s marketing departments. With its rapid growth, most major brands have looked at how they would be able to utilise it, a trend which was then followed by small and medium-sized companies.

TikTok carries a variety of benefits that give it an edge over the previously used marketing tools.

To understand the recent successes of TikTok in the marketing world, it is fundamental to look at the costs of sustaining an advertising campaign on TikTok compared to other platforms.

Marketing is an area that has become an increasing expenditure for companies, highlighting its importance and demonstrating the requirement for a financially sound strategy that allows the brand to reach its goals in terms of exposure. In terms of CPM (Cost-Per-Impressions)

TikTok comparatively charges less than Facebook and Instagram, which sit at $7.19 and $6.70 per 1000 views, compared to TikTok, which charges $5.45. In such a competitive market where exposure is key to brand reputation and general awareness of the product or service being sold, a lower costing plan of action will allow for more CPM, thus making TikTok more appealing for the business.

TikTok differentiates itself from its competitors in several ways, the main one being its user interface.

The constant content creates somewhat of an unending series of entertainment for the consumer, bringing them in and keeping hold of them as they scroll away through the endless videos.

TikTok, like many other social media platforms, effectively uses the consumers’ data; the set of videos that appear on the consumers ‘For You Page’ are carefully selected by the algorithm and exhibit features that would appeal to the persons’ interests. This cycle of the consumer watching the videos and TikTok receiving this information means that the algorithm is kept up to date on all the changing interests, and it seamlessly adapts to it.

TikTok holds enormous power over the consumer in that sense that it has complete control over what is presented on the ‘For You Page. Furthermore, the instant gratification received from each post which is limited to one minute, means that the lure is set for the person to scroll through hundreds of videos in one sitting. Advertisement, therefore, is exceptionally effective in this structure.

The constant swiping through videos allows the advertisement to be placed within the ‘For You Page’ discreetly, making it seem more like entertainment for the user rather than advertising.

The platform gives the company the chance to place their advertising between videos allows them to enhance and fill their profile with entertaining TikToks. This is seen through companies such as Ryanair, which have mastered the application and were able to generate a large following through their videos with the comedic appeal. This advertising method comes with no direct costs from TikTok and is instead an opportunity for cost-free advertising and building a relationship with potential customers.

The opportunity here extends beyond the limits of not being a massive corporation and allows for medium, small-sized businesses and even individuals involved in the arts to develop a platform for free and receive mass exposure. There have been instances where companies had tried advertising through TikTok and ended up selling out their stock within 24 hours, which showcases the true power and potential that TikTok holds in terms of marketing a product.

TikTok is hugely versatile in its advertising; the client is presented with a multitude of strategies that they can use to reach their marketing goals.

Overall, TikTok presents 6 options when it comes to advertising; the difference between the 6 is lies in the actual way it comes upon a user’s screen, as well as price and exposure.

The most prominent form of advertising is a 3-5 second video that covers the entirety of the screen; the brand takeover style is built for more major brands and allows for an effective platform that reaches at least 6 million people.

Welcome to the world of TikTok marketing.

Bigger companies can utilise the creation of brand lenses that are up for ten days and allow for the user to use these filters/lenses. This method draws in the initial consumer through the actual use of the filter and then expands to more consumers when the user posts a video with the filter. Additionally, this allows the advertising to take on its course of action spreading through TikTok and going viral due to people posting their videos.

Hashtag challenges are also methods that can be used within a company’s marketing campaign on TikTok. However, this method carries more of a risk purely on the basis that the challenge may fail. Despite TikTok pushing the videos with the hashtags through to peoples ‘For You Pages,’ the challenge’s success is dictated by what is trendy.

TikTok offers an effective platform on which targets can be achieved through different methods and fit the demands of all companies looking to engage in a marketing campaign on the app.

No central social media platform is complete without its army of influencers ready to take up their phones and create videos that will gain millions of likes. If lined with rhetoric, it can act as a highly effective form of marketing.

It is no surprise then that companies recruit these hordes of influencers to give their brand more of a platform and create this idea in the heads of the influencers’ fans that the product is used by their favourite TikTok star and therefore should be used by them. However, the reach that these influencers have can often be outweighed by the influence that is held by influencers on other apps. This comes down to how the platform is structured as it is developed to be extremely easy to scroll through, and therefore, there is the possibility for more significant amounts of posts to be viewed.

The basis of the posts is to entertain; each video tells some sort of story or joke, creating a feeling for the user that they are engaging on more of a personal level than they would be on platforms such as Instagram, which fail to achieve the same effect due to the lack of interaction. Companies have understood this and have been able to exploit this, seen through examples such as ‘RYSE’ that have recruited a multitude of influencers and, through this, we’re able to build a brand on the basis that people trust what their influencers say and subsequently sell. 

In conclusion, it can be said that TikTok has to a degree, been a revolutionary platform in terms of the potential within the field of advertising and marketing that it presents.

The variety in choice of forms of advertising and how easily accessible it is are at the heart of why the world’s marketers have now chosen to flood TikTok with their campaigns.

It can also be said that TikTok is a game-changing platform as the amount of money spent by companies on a marketing campaign does not necessarily correlate with how successful the campaign will be. The lack of funding within another does not have to equate to a poor result either. This expands the opportunity that TikTok presents, as it creates a marketing sphere in which all companies can stay competitive and have a chance to build a mass platform.

As TikTok continues to grow, its place and impact within the marketing world will also grow as the exposure of the ads placed on the platform increases. This, however, will not mean the demise of platforms such as Facebook, Twitter, and Instagram in terms of their use as marketing tools.

Each platform offers a different demographic, and therefore the ad campaigns will span across the platforms rather than focusing on individual ones. Nevertheless, it is hard to eliminate the possibility that TikTok will be at the forefront of many marketing campaigns in the future, overshadowing parts of the impact that other platforms have had in terms of outreach.

What is your take on TikTok? Is it turning into an unstoppable SMM machine?

Are you ready to embrace TikTok marketing?