How do I develop a strategy for TikTok marketing?

Although TikTok trends appear random, there is no such thing as a foolproof marketing strategy. However, there are reasonable steps you can take to ensure your business’s success on the app. Here’s how to develop a TikTok marketing strategy that evolves along with your TikTok experience.

  • Become acquainted with Tiktok
  • Narrow the scope of your audience
  • Conduct a competitive audit
  • Establish goals that are congruent with your objectives
  1. Become acquainted with Tiktok

Adopting the same marketing strategy for TikTok as you would for Instagram or Facebook would be a mistake. TikTok is a wholly unique platform, with its own set of trends, functionalities, and user behaviors.

For a while, immerse yourself in TikTok videos. Investigate the app’s various features and keep track of the most popular filters, sounds, and effects. Keep an eye out for Branded Hashtag Challenges that require users to duplicate an action or lip sync to a song or dance.

Also, become familiar with the TikTok algorithm. Understanding how TikTok prioritizes and displays videos in a user’s feed can assist you in developing a content theme and engagement strategy. Additionally, the TikTok Business Learning Center’s courses can help you brush up on all things TikTok.

  1. Narrow the scope of your audience

Determine who you hope to meet on TikTok. Before you create any content, research the TikTok demographics and identify those who might be interested in your brand.

Conduct research on your target demographic on other social media platforms to determine if any overlaps exist on TikTok. However, do not rule out reaching out to new or unexpected audiences. Along with your core audience, your platform may have segments with similar or slightly divergent interests.

For instance, a comic book publisher may have a Twitter audience comprised of authors, readers, and illustrators, as well as a TikTok audience. Once you’ve identified a target audience, determine the types of content they consume and interact with — and then begin brainstorming content ideas for your business.

  1. Conduct a competitive audit

If your competitors are already using TikTok, you’re already missing out. If they are not currently active on TikTok, this could be a way for them to gain a competitive edge. Locate at least four to five similar brands and observe their activity on the platform. Make a concerted effort to learn from what has worked and what has failed.

Avoid excluding TikTok celebrities and influencers from your TikTok marketing campaigns, as TikTok is a creator-led platform. Individuals who are experts in your field, whether it is education, eCommerce, or nonprofit, should be contacted.

  1. Establish goals that are congruent with your objectives

While you can create TikTok videos solely for the purpose of entertaining your audience, it’s best to have specific objectives that align with your overarching business goals. Whether you’re attempting to reach a new audience, increase brand awareness, or strengthen customer relationships through platform engagement, it’s necessary to have a reason for your efforts. Create effective goals using the S.M.A.R.T. goal model or another framework, and monitor your progress frequently.


Bear in mind that there is no one-size-fits-all strategy for gaining traction on TikTok. Allow yourself to be innovative, to enjoy yourself, and to follow the trend. If an experiment does not produce the desired results, use it as a learning opportunity and move on to the next.

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