TikTok has transformed from a lip-syncing app to one of the most influential platforms in the world. As of early 2025, TikTok has 1.58 billion monthly active users, with more than 6.75 billion downloads since its launch in 2016. Users spend around 90 minutes daily on the app, making it an essential tool for brands that want to stay relevant. This guide will walk you through the essentials of TikTok marketing, how to optimize your efforts, and what to expect in the future of this dynamic platform.
What is TikTok Marketing?
TikTok marketing is the strategic use of the platform’s short-form video content to build brand awareness, engage communities, and drive conversions. With TikTok’s highly personalized algorithm, brands can reach vast audiences with minimal budgets. The For You Page (FYP) mixes content from accounts users follow and ones they’ve never seen, providing new brands with a chance to go viral if their content resonates. TikTok’s shopping features, like TikTok Shop, blur the lines between entertainment and commerce, allowing users to discover and purchase products directly within the app.
How to Create a TikTok Business Account
Setting up a TikTok business account is free and simple. Follow these steps:
- Download TikTok: Install the app from the App Store or Google Play.
- Sign Up: Choose to sign up with your phone number or email. Use a business-specific email to keep your personal and professional accounts separate.
- Set Up Profile: Enter your business name as the “Full Name,” select a memorable username, and create a strong password.
- Switch to Business Account: After logging in, tap Profile → Menu → Settings → Account → Switch to Business Account. Select a category that aligns with your industry and provide your business email.
How to Use TikTok for Marketing
TikTok’s environment is fast-paced, with trends evolving constantly. To thrive, balance long-term strategy with quick adaptability.
- Understand the Algorithm: TikTok ranks videos based on factors like device settings, video content (captions, sounds, hashtags), and user interactions (watch time, likes, comments, and follows). Learn what’s trending and optimize your content to appear on users’ FYP.
- Know Your Audience: While TikTok’s user base is popular among teens, the largest demographic (25–34 years old) makes up 35% of users. Define your target audience and tailor your content to their needs and preferences.
- Set Clear Objectives: Focus on goals like raising awareness, improving engagement, or building a community. TikTok content should prioritize engagement rather than direct sales.
- Create a Content Calendar: Stay ahead of major events and trends by planning ahead while still leaving room for real-time, viral moments.
How TikTok’s Algorithm Works
TikTok’s algorithm is designed to promote content that resonates with individual users. Key factors influencing the For You Page (FYP) include:
- Device Settings: Information like language preference and location.
- Video Information: Hashtags, captions, and sounds used.
- User Interactions: Likes, comments, follows, and watch time.
TikTok’s algorithm emphasizes interest over follower count, meaning that even small accounts can go viral if the content resonates with the audience.
Takeaway for Marketers: Create compelling stories, hooks, and use relevant sounds, captions, and hashtags to help the algorithm categorize your content.
How to Post a Created Video to TikTok
1. Upload Your Video: Tap the “+” button at the bottom of the screen. Select the “Upload” option to choose a video from your phone or cloud storage.
2. Trim and Edit: TikTok’s editor allows you to adjust playback speed, trim your clip, and add effects, stickers, music, or text for more engagement.
3. Craft a Caption: Write an engaging caption and include relevant hashtags.
Summary by Editor: TikTok includes built-in zoom controls you can use while recording or editing. You can pinch the screen or drag the record button ...
Summary by Editor: TikTok’s FYP is a personalized feed where users discover new creators, trends, and viral videos. The FYP algorithm analyzes watch ...
4. Choose a Cover Image: Select a frame or upload a custom thumbnail.
5. Adjust Settings: Set who can view your video (public, friends, or private) and allow or restrict comments, duets, or stitches.
6. Publish or Schedule: Publish immediately or use TikTok’s scheduling feature to plan content for later.
Different Content Formats on TikTok
- Duet: Record a video side-by-side with another user’s video for reactions or collaborations.
- Stitch: Clip a portion of another video and add your own continuation, often used for response videos or challenges.
- Slideshows and Stories: TikTok supports image slideshows for variety, and Stories disappear after 24 hours, perfect for timely updates.
- Playlists and Long-Form Videos: Group related videos into playlists or upload longer content (up to 60 minutes) for deeper dives or tutorials.
10 Tips for Building Your TikTok Marketing Strategy
- Create and Brand Your Account: Use a recognizable logo, consistent username, and a bio that conveys your brand’s personality.
- Define Your Audience: Understand demographics and tailor content based on what resonates with your target groups.
- Produce High-Quality Videos: Keep videos concise (40-60 seconds), use trending sounds and visuals, and ensure good lighting.
- Use TikTok Ads: Explore formats like in-feed ads, TopView, and branded hashtag challenges.
- Leverage Influencer Marketing: Partner with influencers who align with your brand to expand your reach and credibility.
- Engage with the Community: Respond to comments, use interactive stickers, and host live Q&A sessions.
- Monitor Analytics: Use TikTok analytics to track video performance, audience insights, and engagement.
- Jump on Trends: Participate in trending challenges and memes to quickly amplify your reach.
- Optimize Captions and Hashtags: Use clear, descriptive captions and a mix of broad and niche hashtags for discoverability.
- Use Live Video: Engage with your audience in real-time using TikTok Live, especially for product launches or behind-the-scenes content.
The Benefits of Marketing on TikTok
- Product Discovery: 77% of Gen Z users discover products on TikTok. The platform has proven to be 150% more effective at influencing purchasing decisions than other social media platforms.
- Viral Potential: Thanks to its algorithm, TikTok offers small creators and brands the chance to reach millions of people even with little to no initial following.
- Influencer Marketing: Collaborating with TikTok influencers offers high engagement opportunities, especially when working with niche communities like #BookTok or #FoodTok.
Future Trends in TikTok Marketing
- AI-Powered Tools: Expect more features like auto-captions, AI editing effects, and text-to-video generators to enhance content creation.
- Enhanced Shopping Experiences: TikTok Shop will continue to improve with native checkout and personalized product recommendations, further integrating shopping with entertainment.
- Search and Discovery: With the evolution of TikTok’s search features, optimizing for search and discoverability will become increasingly important.
In TikTok marketing strategies, should follower count be prioritized or view count?
In TikTok marketing strategies, view count should be prioritized over follower count because the algorithm pushes content based on performance, not audience size. A video with strong watch time, engagement and completion rates can reach millions even from an account with few TikTok followers. Follower count still matters for credibility and long-term community building, but views are the key metric that determines reach, virality and overall marketing impact on the platform.
