TikTok has had rapid growth in recent years. In 2023, it counted approximately 1.9 billion users worldwide, and it’s forecasted to reach approximately 2.35 billion users in 2029 according to Statista. It’s undoubtedly a very popular platform.

The question remains, should businesses be on TikTok? Should they invest their time and money to have a TikTok marketing strategy?

The answer is yes. To make it easier for businesses to promote on TikTok, the platform has coupled its great user base with a comprehensive suite of marketing tools in its Business Center. In this center, you have access to various marketing solutions such as advertising management, creator collaborations, and commerce tools which allow for streamlined campaign management and enhanced collaboration. So it’s a platform designed both for users and marketers.

If you’re already sold on the idea of TikTok marketing, let’s see what a TikTok marketing strategy looks like.

What is a TikTok marketing strategy and why is it important? 

A TikTok marketing strategy is a structured approach to creating, distributing, and optimizing content to achieve specific business goals on TikTok. Unlike other social media channels, TikTok thrives on authenticity, trends, and fast-paced engagement, making it a unique aspect of social media marketing.

A well-planned strategy helps brands cut through the noise, build meaningful connections with their audience, and turn visibility into tangible results—whether it’s increased brand awareness, higher sales, or stronger community engagement.

Without a clear TikTok strategy, brands risk posting random content that doesn’t resonate or convert. A strong approach ensures consistency, leverages platform trends effectively, and aligns content with audience interests.

From choosing the right content themes to partnering with influencers and running targeted ads, a TikTok strategy helps brands stay competitive and maximize their reach in a way that feels organic and engaging.

Creating a TikTok Business Account

Why a Business Account matters

Creating a TikTok business account is a crucial step in establishing a strong online presence for your brand. With a business account, you’ll gain access to exclusive features that can help you grow your audience, increase engagement, and drive sales. Some of the key benefits of a TikTok business account include:

• Access to TikTok Analytics: Get insights into your account’s performance, including views, engagement, and audience demographics. This data is invaluable for refining your TikTok marketing strategy and ensuring your content resonates with your target audience.
• TikTok Ads: Run targeted ads to reach your desired audience and drive traffic to your website. TikTok’s ad platform offers various formats, such as in-feed ads and branded hashtag challenges, to help you achieve your marketing goals.
• TikTok Shopping: Tag products directly in your videos and enable customers to purchase from your brand seamlessly. This feature turns your TikTok presence into a direct sales channel, making it easier for users to buy your products.
• Verified Badge: Increase credibility and trust with your audience by getting verified on TikTok. A verified badge signals to users that your account is authentic and trustworthy, which can enhance your brand’s reputation.

Steps to set up your account

Setting up a TikTok business account is a straightforward process. Here’s a step-by-step guide to help you get started:

1. Download the TikTok App: If you haven’t already, download the TikTok app from the App Store or Google Play Store.
2. Create a New Account: Tap “Sign up” and follow the prompts to create a new account. You can sign up using your email, phone number, or an existing social media account.
3. Switch to a Business Account: Go to your profile, tap the three dots in the top right corner, and select “Manage account.” Then, tap “Switch to Business Account” and follow the prompts to complete the setup.
4. Verify Your Account: To get verified, go to your profile, tap the three dots, and select “Account settings.” Then, tap “Verification” and follow the prompts. Verification can help boost your credibility and make your account stand out.

Effective TikTok marketing strategy

Grabbing attention on TikTok is one thing. Turning that attention into growth requires effective marketing strategies. The right TikTok marketing strategy can help brands stay visible, connect with the right audience, and turn views into real results. Let’s see what works on TikTok and how to make your brand thrive.

Create a TikTok marketing plan

Jumping into TikTok without a clear plan can lead to wasted time and effort. A well-thought-out strategy helps brands stay consistent and track progress. Here’s how you can set up a strong TikTok marketing plan.

Define your goals

Before creating content, decide what you want to achieve. Are you looking to increase brand awareness, drive traffic to your website, boost sales, or strengthen brand loyalty?  Each goal will shape your content strategy differently.

For example, Duolingo, the language-learning app, focuses on engagement and brand personality. Their TikTok content doesn’t push sales directly but builds a strong brand presence through humor and trending content. This has helped them gain millions of followers and turn TikTok into a good source of app downloads.

Understand your audience

TikTok’s algorithm prioritizes content that resonates with specific communities. Knowing your target audience about what they like, what they engage with, and when they are most active can help your content gain traction.

While TikTok’s pro account offers basic analytics, Sotrender will soon be launching detailed TikTok analytics to provide a deeper understanding of your audience. It will offer insights into key demographics like age, gender, and location, along with behavioral data such as peak activity times and content preferences.

For example, brands may discover through Sotrender’s analytics that their audience engages more with behind-the-scenes content during weekday evenings. With this knowledge, they can schedule similar content during these peak times to maximize engagement.

Research trends and competitors

TikTok trends move fast, and staying updated can give brands an edge over competitors on other social media platforms. Look at trending sounds, hashtags, and challenges relevant to your niche. Analyzing competitors also reveals what works (or doesn’t) in your industry.

Create a Content Calendar

A content calendar is a powerful tool to help you plan, organize, and schedule your TikTok content in advance. Here’s how to create a content calendar that works for your brand:

• Define your content strategy: Determine the type of content that resonates with your target audience and aligns with your brand’s goals. This could include educational videos, behind-the-scenes looks, or user-generated content.
• Plan your content: Brainstorm ideas for your TikTok videos, including themes, hashtags, and captions. Consider what’s trending on the platform and how you can put your unique spin on it.
• Schedule your content: Use a calendar or planner to schedule your content in advance. Consistency is key on TikTok, so aim to post regularly. Tools like Hootsuite or Buffer can help streamline your scheduling process.
• Track your performance: Monitor your TikTok analytics to see what’s working and what’s not. Pay attention to metrics like views, engagement, and follower growth. Adjust your content calendar accordingly to optimize your results and keep your audience engaged.

By setting up a TikTok business account and creating a well-planned content calendar, you’ll be well on your way to building a successful TikTok marketing strategy that drives engagement and increases sales.

Create engaging TikTok content 

TikTok thrives on creativity, spontaneity, and authenticity, making it essential to create engaging content that feels real and relatable. TikTok users expect content that feels real and relatable. Brands that understand this can create videos that get views, spark conversations, and build loyal communities.

Explore different content formats

When it comes to creating content on TikTok, the possibilities are endless. Instead of posting random videos, decide on themes that align with your brand’s voice. From short-form videos to live streams, and from educational content to entertaining challenges, the platform offers a wide range of formats to suit different marketing goals and target audiences. Here are some popular content formats that businesses can explore:

• Product showcases: Highlight your products or services in a creative and engaging way, showcasing their features and benefits. This format is perfect for grabbing attention and demonstrating what makes your offerings unique.
• Tutorials and how-to videos: Educate your audience on how to use your products or services, or provide tips and tricks related to your industry. These videos can position your brand as an expert and build trust with your audience.
• Behind-the-scenes content: Give your audience a glimpse into your company culture, showcasing your team, and the making of your products or services. This type of content humanizes your brand and fosters a deeper connection with your followers.
• User-generated content (UGC) campaigns: Encourage your customers to create content featuring your products or services, and re-share or showcase it on your TikTok account. UGC not only boosts engagement but also builds a sense of community around your brand.
• Live streams: Use TikTok’s live streaming feature to connect with your audience in real-time, hosting Q&A sessions, product launches, or exclusive events. Live streams offer an interactive experience that can drive immediate engagement and feedback.

Identify content styles that resonate

To create content that resonates with your target audience, it’s essential to understand their preferences and interests. Here are some tips to help you identify the content styles that work best for your brand:

• Analyze your audience’s engagement patterns: Look at the types of content that your audience engages with the most, and adjust your content strategy accordingly. Pay attention to likes, comments, shares, and watch time to gauge what resonates.
• Conduct market research: Research your competitors and industry leaders to see what types of content they’re creating and how it’s performing. This can provide valuable insights and inspiration for your own content.
• Experiment with different formats: Try out different content formats and styles to see what works best for your brand and audience. Don’t be afraid to test new ideas and iterate based on feedback.
• Monitor your analytics: Use TikTok’s analytics tools to track your content’s performance and adjust your strategy based on the data. Metrics such as views, engagement, and follower growth can help you refine your approach and create more effective content.

Make every second count

TikTok’s short-form nature means there’s little time to grab attention. A well-crafted TikTok video with a strong opening can make a significant impact in a crowded feed. The first few seconds determine whether a viewer will keep watching or scroll past. Strong openings whether through an unexpected statement, quick action, or an intriguing hook help videos stand out in a crowded feed. If you’re using images in your videos, make sure you use key design principles to make them engaging.

Take Ryanair, for example. The airline has mastered TikTok by using its planes as the main characters in videos. They’ve turned an airline into a meme-worthy brand with humor, trending audio, and a casual tone. This unexpected TikTok marketing strategy has led to millions of views and high engagement.

Lean into trends but make them your own

Trends move fast on TikTok, and jumping on the bandwagon can boost visibility. But blindly copying what’s popular won’t work. The best-performing brands take trends and put their spin on them.

A great example is the NBA’s TikTok account. Instead of just posting game highlights, they tap into viral trends by remixing basketball moments with trending audio and memes. Whether it’s using a funny voiceover on an intense game moment or turning a player’s reaction into a trending meme, the NBA makes sure its content stays relevant and fresh while still being sports-focused. This has helped them become one of the most-followed sports accounts on TikTok.

Encourage interaction

Videos that invite users to comment, stitch, duet, or recreate content tend to perform better. Challenges, Q&A videos, and behind-the-scenes glimpses encourage viewers to engage rather than passively scroll. 

Chipotle has used this TikTok marketing strategy successfully. Their #GuacDance challenge, inspired by a viral dance trend, encouraged fans to show off their best avocado-themed moves. The result? Over 250,000 video submissions and record-breaking guacamole sales.

Experiment and adapt

What works on TikTok today might not work tomorrow. The best-performing brands don’t just stick to one formula. They test different styles, track engagement, and adapt based on what resonates. Even big names like Netflix constantly experiment, whether sharing behind-the-scenes content, fan theories, or memes related to their latest releases.

Leverage trends and hashtags

TikTok is known for its ever-changing trends and challenges, and leveraging them can help increase your brand’s visibility and reach. Here are some tips on how to identify and use trends on TikTok:

• Use the Discover page: The Discover page is a great place to find trending challenges, hashtags, and content. Regularly check this page to stay updated on the latest trends and see how you can incorporate them into your content.
• Follow popular creators: Follow popular creators in your niche to see what types of content they’re creating and what trends they’re participating in. This can provide inspiration and help you stay relevant.
• Use hashtag challenges: Participate in popular hashtag challenges to increase your brand’s visibility and reach. Hashtag challenges encourage user-generated content and can create a viral effect.
• Create your own trend: Create your own trend or challenge to encourage user-generated content and increase engagement. By starting a unique trend, you can position your brand as a leader and attract more followers.

By exploring different content formats, identifying content styles that resonate with your audience, and leveraging trends and hashtags, businesses can create a successful TikTok marketing strategy that drives engagement, increases brand awareness, and boosts sales.

Partner with TikTok influencers

TikTok influencers have built loyal communities that trust their recommendations, making them a crucial part of TikTok advertising. Unlike traditional celebrity endorsements, influencer marketing on TikTok feels more organic. It makes it one of the best ways for brands to connect with their target audience. Collaborating with the right creators can boost credibility, expand reach, and drive real engagement.

Why influencers matter on TikTok

Users scroll through TikTok to be entertained, not to watch ads. Influencers bridge the gap between brands and consumers by integrating promotions naturally into their content. When done right, influencer partnerships feel less like advertisements and more like recommendations from a friend.

For example, Dunkin’ partnered with Charli D’Amelio, one of TikTok’s biggest stars, to promote their cold brew coffee. The collaboration led to a 57% increase in app downloads and a surge in sales for the drink, renamed “The Charli.”

Finding the right influencers

Not all influencers are a good fit for every brand, and having TikTok business accounts can help in finding the right creators to collaborate with. The right creator should align with your brand’s values and appeal to your target audience.

• Micro-influencers (10K–100K followers): Often have a highly engaged niche audience and feel more relatable.
• Mid-tier influencers (100K–500K followers): Offer a balance of reach and engagement.
• Macro-influencers (500K+ followers): Provide massive exposure but may have lower engagement rates.

A great TikTok marketing example of strategic influencer selection is Gymshark. Instead of working with mainstream fitness influencers, they focused on rising creators with a strong connection to their audience. This helped them build an engaged community rather than just generating a one-time buzz.

Types of influencer collaborations

Brands can work with influencers in different ways depending on their goals:

• Sponsored posts: A simple partnership where influencers create videos featuring the product.
• Challenges & hashtags: Encouraging influencers to kickstart a branded challenge, like Guess did with #InMyDenim, which generated over 38 million views. 
• Product seeding: Sending free products to influencers in exchange for organic mentions.
• Affiliate partnerships: Offering influencers a commission on sales they drive, making collaborations more performance-based.

Let influencers be creative

One mistake brands often make is trying to control influencer content too much. TikTok thrives on authenticity, and overly scripted promotions can feel forced. Brands that give influencers creative freedom see better engagement.

For instance, e.l.f. Cosmetics allowed influencers to shape their viral #eyeslipsface challenge in their own way. The campaign generated over 5 billion views, proving that trusting creators leads to better results.

Measuring success

Working with influencers is about engagement, conversions, and long-term brand awareness. Brands should track key metrics such as:

• Engagement rate (likes, comments, shares)
• Follower growth during and after the campaign
• Click-through rates on influencer-generated links
• Sales or sign-ups driven by influencer content. Make sure to use the right marketing attribution software to keep track of the influencers’ impact on your pipeline. 

A good TikTok marketing example of tracking influencer impact is Levi’s. They partnered with TikTok influencers to promote their customizable denim, using TikTok’s “Shop Now” feature. The campaign led to higher engagement and an increase in product views.

Run TikTok ad campaigns

TikTok’s advertising platform offers brands a way to reach highly engaged users without relying solely on organic growth. With various ad formats and precise targeting options, businesses can increase brand awareness and drive sales. The key is creating ads that feel like native TikTok content rather than traditional promotions.

Types of TikTok Ads

TikTok offers multiple ad formats, each suited for different marketing goals:

• In-feed Tiktok ads: Appear in users’ for you pages, blending seamlessly with organic content. Best for engagement and conversions.
• Topview TikTok ads: The first video users see when they open TikTok is great for mass exposure.
• Branded hashtag challenges: Encourage user participation by creating a challenge around your brand.
• Branded effects: Users can use custom stickers, filters, or AR effects.
• Spark TikTok ads: Boost existing organic posts, allowing brands to promote content or influencer collaborations.

Maybelline used TikTok In-feed ads to promote its Sky High Mascara. The campaign featured creators showing off the product’s results in an engaging, fast-paced format. The ads felt native to the platform, and it led to over 80 million impressions and a great boost in sales. 

Targeting the right audience

TikTok’s ad manager allows brands to target users based on:

• Demographics (age, gender, location)
• Interests and behaviors (based on past engagement)
• Custom and lookalike audiences (retargeting website visitors or similar users)

This level of targeting helps brands connect with the right audience instead of wasting ad spend on people who aren’t interested. 

One way to optimize audience targeting is using AI agents. They enhance audience targeting by analyzing user behavior, interests, and demographics for precise reach. They optimize ad placement, personalize content, and predict trends to boost engagement. And by automating A/B testing and real-time bidding, AI maximizes efficiency and reduces costs.

Finally: Track and Optimize Performance with TikTok Analytics

Success on TikTok isn’t just about posting content—it’s about continuously analyzing what works and refining your approach. Tracking key performance metrics helps brands understand audience behavior, measure engagement, and optimize future content for better results.  

TikTok’s built-in analytics offer basic insights, but Sotrender is soon launching a powerful tool that will provide a much deeper understanding of performance. Sotrender’s upcoming TikTok analytics will analyze audience demographics, engagement trends, and content effectiveness, helping brands identify what resonates most with their followers.

By leveraging these insights, marketers can A/B test different video styles, posting times, and captions to fine-tune their approach. A data-driven strategy ensures brands maximize their TikTok presence, boost engagement, and drive measurable business results.