TikTok marketing strategy for your brand

Content Marketer and Writer
Updated 07 March, 2024
Julia Moore
Content Marketer and Writer
TikTok is no more a platform for kids. It’s another tool for brand promotion on social media. If you also have to admit to it after being in denial for long, you probably want to know how to use this tool. Now we will explain TikTok marketing, getting all social media ducks in a row.
Reading time — 10 minutes

Switch to business account

The first thing you need to do as a part of your TikTok marketing strategy is to switch your account to business. This will help to promote your brand more effectively because this account gives you:

  • Additional fields in the profile settings. You can add an active link in bio, e-mail, and set your page category.
  • Additional audio to add to your clips, that a personal account doesn’t have.
  • Ads tools. We’ll tell you about them later. 
  • New sections with popular videos. They will help you to understand what TikTok clips get more reach and engagement currently. 

Here is how you can switch to business:

  1. Tap the three lines.
  2. Choose Manage account.
  3. Tap Switch to Business Account.
  4. Tap Next.
  5. Decide on a category and tap the circle near it.
  6. Choose Next.
Opening settings on a profile page in the TikTok appChoosing Manage account option in the TikTok settingsChoosing Switch to Business Account on the list of settings in the TikTok app
Tapping the Next button when setting up TikTok Business accountSelecting the Media & Entertainment option on the list of TikTok business account categories Tapping the Next button in the tikTok business account category settings

Fill out your TikTok profile

The next step of your TikTok marketing strategy is adding profile information. Make sure your page tells users about your brand.

Name and username

Your name and username should correspond to your brand’s name. Then, users, who know about you, can find you on TikTok by the name.

Usernames can only consist of Latin letters, numbers, underscores, and dots. If your username is written with another alphabet, use transliteration. If the name includes other special characters, omit them.

Names can consist of any alphabet or special characters. That’s why you can always write the original brand’s name in this field.

Pizza Hut's TikTok profile page with a logo, text and link in bio, videosWill Smith's profile page on tikTok in the app with a photo. link in bio, and clipsTikTok profile of a cafe in the app with a link and email button in the bio and pinned videos

Profile photo on TikTok

Use your brand’s logo as a profile photo. If you use a TikTok marketing strategy for your personal brand, use your photo. Make sure the photo is bright enough, and the objects in it are large enough, to be identified.

250*250 pixels is the smallest size of the profile picture that we succeeded to upload. Though, TikTok support tells 20*20 pixels is the minimum size. For having its best, we recommend setting a pic no less than 1080*1080 pixels, just like the recommended Instagram profile picture size.

There is also a profile video on TikTok, that can last from 3 to 6 seconds. If you add both the picture and video, users see the picture on your page. They can see the video if they tap your profile pic.

Netflix profile on TikTok with its logo set as a profile photoKylie Cosmetics brand on TikTok with the brand logo set as a profile photoStarbucks on TikTok with its logo as a profile page, clickable link, app download and Q&A clickable links in its bio

TikTok link in bio

The link in your bio is an important part of your TikTok marketing. So choose it wisely. You can promote your product in the videos and then suggest following the link in your bio to buy it. Here you can find a step-by-step guide on how to add the link. 

We recommend that you create a page for your bio on Taplink. The service offers all the tools you may need for effective TikTok marketing, from pictures to payment systems. You can create a page from scratch or use ready templates.

Here are examples of pages made on Taplink using templates. Follow the links to create your page using the same templates after a sign-up:

Honey shop page on Taplink available by the link in a TikTok profile's bioLink in bio page of a travel blogger made on Taplink and added to a TikTok profile bioA page available by the link in a TikTok profile bio of a coding school

Text in TikTok bio

Fill out the text in your bio to give more information about yourself to users. Tell them what you do, what your advantages and distinctions are. It is good for your TikTok marketing if you add a call to follow the link in your bio.

Write the text in short sentences and structure it. Use emoji and special characters, they help to group information and make the text beautiful.

TikTok profile of a fitness coach with a bio text referring to the bio linkLife coach on TikTok with a text in her bio inviting to follow the Taplink page linkReview blogger's profile page on TikTok with bio text directing to follow the bio link

Learn how TikTok marketing works

Effective TikTok marketing plan is impossible without understanding how the social media platform works. We suggest reading the article How to become TikTok famous. There, we describe what and how to post so that users watch your videos and subscribe.

In short, your TikTok marketing strategy requires posting high quality content and expanding your audience.

  • High-quality content means both good technical parameters and worthy ideas. Video resolution should be at least 1080*1920 pixels. The ideas should be interesting and comprehensible to your audience.
  • Audience expansion is possible if you use hashtags and apply influencer marketing. Besides, if you have accounts on other social media platforms, you can invite your followers from there to your TikTok account.

Taplink page will be of much help if you are going to invite your followers from other socials. Add a button by which users will be able to get to your TikTok profile and subscribe. Make it stand out by placing it at the top, adding animation, or using contrast colors. Put the page link in your Instagram, Facebook, LinkedIn, Twitter profile bio. In your publications, let users know you have a TikTok account, where you post hilarious videos.

Athlete's link in bio page with a photo and TikTok profile link that is made on Taplink

Monitor your rivals on TikTok

To clearly understand how far you can get with TikTok marketing, and what you should post, go to your rivals’ profiles. You may already know some of your rivals who run accounts on the social media platform, search for them by their names. Searching by hashtags, you may find even more accounts relevant to your field.

Pay attention to what your rivals do. Look which of their videos get more likes, views, and comments. Try to create similar content. Also, pay attention to the clips which haven’t got high reach and engagement, so you will know what is bad for your TikTok marketing.

In your rivals' profiles, you can also find more hashtags that you can use.

A designer explaining web design in a TikTok video in the appWikipedia screenshot shown in a TikTok videoScreenshot of a way to enter a phone number into a form in a TikTok video in the app

Make a content plan for your TikTok marketing

Content plan is an important part of TikTok marketing. You need to upload videos to your profile every day. And not just one clip, but three at least. Sooner or later, you’ll face the problem — you don’t know what to show to the users. So you better plan what you will upload ahead.

Include videos about a coming holiday, premier, sports match, or any other significant to many people event in your plan. It’s important to make it relevant to your topic. Then, your TikTok audience will watch it. Even better if you insert an ad in your clip.

Here is an example. Assume, you promote a restaurant on TikTok, and it’s Christmas coming. You can record a video about how people celebrate the main winter holiday at your place. This way you show that your restaurant is so comfy and cozy, that people choose it as a venue for the family holiday.

Don’t forget about your brand’s events. Shoot a video about your company’s birthday, announce the release of a new product, thank your followers that there are 1,000 more of them now.

Starbucks TikTok video introducing a new iced almond milk latte coffee

Spare a room for trends in the TikTok marketing plan. You never know what will make users go crazy next week. You will know the trends when the week comes, and you open the Discovery page.

Think on the caption to the TikTok videos you will upload. Add catchy phrases to draw users' attention, hashtags to increase the chances to be discovered, and a call to action to follow the link in your bio so that they follow and buy or subscribe. Don't forget to double check the text because editing a caption on TikTok is not a one-click matter.

Consider ads in your TikTok marketing strategy 

You can use paid ads in your TikTok marketing strategy. Then, you gain your audience faster. You can collaborate with influencers or launch ads using tools in TikTok Ads manager.

If you work with influencers, choose those, who post on the topic close to yours, and who would use your product. Then you will reach your target audience. Besides, your advertisement won’t be hard-selling, so you will be considered positively.

For example, when you want to promote your plastic mats for mugs, you better involve interior designers in the campaign, not a breatharian posting on #consciousconsumption or #sustainability.

You can launch advertisements in the Ads Manager to promote your account without TikTok influencer marketing. In the Ads manager, you can choose your target audience parameters and campaign goals. You can also choose where your ads will be displayed — in the feed or on the screen when a user opens the app.

Here is how the feed ads look:

Advertising video in the TikTok app feed

Check your TikTok statistics

After posting several videos, you get statistics. It helps to track the effectiveness of your TikTok marketing strategy and correct your plan to achieve higher results.

You can get the statistical figures from your profile page.

  1. Open the three lines menu
  2. Choose Creator tools.
  3. Go to Analytics
Tapping the three lines to open TikTok settings in the appSelecting Creator tools in the TikTok app menuSelecting Analytics in the Creator tools menu in the TikTok app

Analytics gives more understanding of what you should post. On this page, you can see how many likes, comments, and views your videos have. So you can figure out the most popular type of the content in your profile. Post more on the same topic, type, provide information in the same manner.

By analyzing different parameters, you will know how to make your TikTok marketing more effective. For example, you see that the Average Watch Time is several times less than the full video length. It means that you failed to catch users’ attention. But don't rush to delete your account, no surrender! Try to make your clips more dynamic and vibrant, interesting, or make them shorter.

If you are a marketer, you will easily understand what corrections your TikTok marketing plan needs. If you’ve never promoted an account on social media before, we recommend reading our guide on Instagram Analytics first. Statistics on these social media platforms have much in common.

Know your TikTok audience

Study your audience to make your TikTok marketing strategy effective. Then you can create videos that will be viewed and liked. For example, if most of your viewers are from South America, your advice on how not to freeze in a snowbank will not be relevant. Or, you use slang, but then realize the biggest part of your audience is adults, then you better switch to a more mature vocabulary.

When you’ve just started putting your TikTok marketing plan into practice, there are no audience statistics in your account. But you can use the data from your other social media accounts, or from your website. But don’t forget to edit your plan when you find out that your TikTok audience differs, for example, by age.

If you don’t have any information about your viewers at all, base your social media strategy on the general TikTok insights. Here is what you should know:

  • Most TikTok users are 19-29 years old. Almost the same amount of them are under 18. The number of users after 30 is significantly smaller.
Table with percentage of users of particular ages on TikTok showing 19-29 years old users prevail
  • As for location, the biggest part of the audience is from South-East Asia, the proportion of North-American users is a bit less. Europeans are in third place.
Table showing TikTok had more users in the South-East Asia than in NA, LATM, and Europe in the 2018–2020 years

The bottom line

TikTok marketing is similar to marketing on other social media networks. First, you need to fill out your profile. Then, you need to create a content plan and correct it according to the statistics you get.

Your profile should tell users about your brand. The name and username should be relevant to your or your brand’s. Your profile pictures should also be associated with you. Don’t forget to add your Taplink page link to your bio, then you’ll turn your viewers into your customers.

Think ahead about what you will post. Upload more videos that are funny and entertaining. You can get more ideas and know what your audience likes from your rivals’ pages, the Discover page, and in your business manager.

Advertisements help you to achieve your TikTok marketing goals quicker. You can work with TikTok influencers, and launch the ads in the Ads Manager.

Add your TikTok profile link to your Instagram and other social network profiles. Thus, you can make your followers on these networks into your TikTok followers.

TikTok marketing is not about instant success, it's about persistenсe. If the reality doesn't meet your expectations at the very beginning, don't rush to delete your TikTok account and give up.