TikTok continues to grow as a social media platform, which means that more and more businesses should consider using it to increase brand visibility, which can lead to more business.

If you’re interested in marketing your brand on TikTok, then here are some techniques that you can apply there.

1. Understanding the TikTok algorithm

If you’re planning on using TikTok to market your brand, then you need to make sure that you understand how the platform’s algorithm works. It’s different from the other platforms, and starkly so if you haven’t been on it ever.

One of the ways that TikTok’s algorithm differs is that, unlike other platforms, it prioritizes content based on individual user preferences rather than follower count or popularity. That’s why even smaller accounts can get eyes on their content, which is excellent news if you’re a smaller business.

TikTok utilizes a combination of factors to determine the visibility and reach of a video.

As part of its more personalized feed, it would look into users’ interaction history and viewing preferences and interests.

One thing that you probably already know about would be that TikTok favors shorter content, although they’ve begun to welcome longer lengths for videos. So, you may need to condense your content to be as snappy, fast, and consumable as possible.

2. Crafting authentic content

People on TikTok are quick to cut down anyone who’s not upfront in their content. You don’t want to create content claiming one thing when everybody else can figure out for themselves the authenticity of your statements. That’s why, from the start, you should start with crafting authentic content.

Your content should go beyond promotional messages and focus on creating a connection with your followers. By showcasing your brand’s personality and values, you can establish trust and loyalty among TikTok users.

Authenticity builds trust among consumers and encourages them to engage with your brand by liking, commenting, sharing videos, or even participating in challenges related to your brand.

3. Using trending challenges and sounds

One of the most popular types of content on TikTok involves people reusing viral sounds and challenges for themselves. Thus, it makes sense that you should be using some of the most viral sounds and relevant ones out there whenever possible if you’re making lighthearted content for your own TikTok account.

Being up-to-date with the relevant sounds, though, will be useful so that you’re not using sounds that are way too old. TikTok’s content goes by fast, so keeping up with it is something you need to do.

You can also make your own unique sounds or challenges if you want to get more user-generated content (UGC) your way. But that could be tougher since you want to make sure it’s a TikTok challenge that everyone organically wants to engage in, so that’s tough to figure out.

4. Use hashtags wisely

Something that you will always use when you’re using social media would be hashtags. They might feel like an Internet relic at this point, but they still are useful for your social media strategy. The same still applies to a relatively new social media platform like TikTok.

You should always take the time to look into the best tiktok hashtags for growth that are most appropriate for the type of audience you want to acquire as well as the type of content you’re making. Hashtags are there for you to make your content more discoverable to the type of audience that you want to be engaging with your content.

It’s best to use relevant hashtags and not just use a hashtag based on how many people use and interact with it. That’s why doing a bit of hashtag research can be a huge help.

5. Collaborations and partnerships

There are tons of content creators on TikTok these days, so it’s a good idea to consider collaborating or partnering up with them whenever you can.

Many big brands look for the most famous content creators to work with, but if you’re a smaller business, you might not want to do that. Instead, you should consider doing a bit of research first before you consider working with a TikTok content creator.

Not only should you do some research on who their main audience is and whether it matches your target audience, but you should also look into their background. You want to collaborate with a creator whose brand goes well with your own business’ values.

When you collaborate with another creator or brand on TikTok, you have the opportunity to cross-promote each other’s content. Not only will your own followers see your collaborative videos, but also the followers of the other party involved. This exposure to a new audience can significantly increase brand visibility.

6. Have a sense of humor

TikTok is not the best social media platform to be formal. That’s why if you want to gain some traction on this platform if you’re interested, then you should loosen up a bit and get a sense of humor communicating through your content.

Of course, you still need to be careful about maintaining your business’s image, so make sure to strike that balance between humorous and professional still without sounding too serious for TikTok.

7. Developing branded effects and filters

If you’re planning on launching a campaign or marketing campaign on TikTok, then you should consider developing some branded effects and filters to go with it. That way, if you get the help of some content creators, they can use these branded effects and filters as well as your other viewers.

8. Regular posting and consistency

If you are serious about earning money for your business using TikTok, then you need to establish consistency in your posting schedule. It’s going to be good for your dedicated followers and viewers on TikTok to know that you have a schedule for when you post your content.

Aside from your regular viewers, though, a regular posting schedule and consistency of your posting schedule will benefit you from TikTok’s algorithm. That’s why we covered earlier why you should get to know the algorithm of the platform if you’re making content for it.

The more often you post, the more likely your content will spread to other people and other viewers. The more viewers you get, the more the algorithm will reward you by serving your content to even more people. That’s why you should consistently make posts at a set schedule.


All of these marketing techniques can help you with your campaigns on TikTok. As more and more people use TikTok, the more you should consider making a presence for yourself there. Thus, next time you’re interested in using this platform for your business, consider these techniques for yourself so that you can get that increase in brand visibility and engagement.


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