Want To Market On TikTok? 12 Top Tips For Businesses
The seemingly instant popularity of the short-video platform TikTok took some marketers by surprise, and it has only continued to grow. While teenagers were initially viewed as the platform’s primary users and audience, and they certainly do spend a lot of time on it, TikTok’s reach has expanded dramatically. Today, it’s not uncommon for their parents to spend hours scrolling through videos on the app, as well, and most brands have taken note of the frequency at which TikTok content goes wildly viral.
Although it won’t be the best channel for every business, it’s worth exploring whether TikTok might help you reach your brand’s target audience. If it could, the members of Forbes Agency Council know how to incorporate content on the platform into a solid marketing strategy. Read their top tips below to learn how to make TikTok work for you and your business.
1. Focus More On Good Storytelling Than Production
The biggest tip I can offer is this: Content quality is essential, and this means telling good stories that evoke a reaction. The danger for brands is overengineering a campaign. When a major airline can go viral by using the basic features of TikTok, without any fancy production, you know TikTok is all about the emotions you can elicit in people. Don’t overproduce content—good stories and strong emotions will do it. - Dean Seddon, Maverrik
2. Share Examples Of Good And Bad Usage Of TikTok
Ensure brand consistency by aligning your messaging framework with your brand guidelines. To further avoid disconnects and misalignment, management can share examples of good usage of TikTok and bad usage so that there is no confusion among team members. - Zamir Javer, Jumpfactor
3. Identify Relevant Messages And Prepare For Dialogue
Start by evaluating the role of TikTok in your overall brand communication and social media communication strategies. Identify the key messages that would be relevant for this platform and audience, aligning messages with the cultural discovery offered by TikTok. SinceTikTok is the most dynamic of all social platforms, being prepared to have an open dialogue with the audience is the key to success. - Oksana Matviichuk, Performics
4. Study The Competition And Brainstorm Unique Messaging
Not every platform is for every business, and not every platform is meant to help you reach every customer. First decide, can TikTok help you reach any members of your target audience? If so, then what specific messaging makes sense for this particular target customer? Study the competition and see what you can learn, then brainstorm your own, unique messaging that makes sense for your brand. - Matt Pru, Stackmatix
5. Only Develop A TikTok Strategy If Your Audience Is There
TikTok has massive reach and engagement, but don’t just go on TikTok because it’s the new, shiny platform. It only makes sense to develop a TikTok presence and campaigns if that’s where your audience is. Whatever you develop for the platform, make sure your strategy and creative materials are on-brand and authentic. - Marc Becker, The Tangent Agency
6. Share Content Showing The Real Side Of Your Company
When it comes to creating content, don’t just jump for whatever trend is being hyped at the moment. TikTok thrives on genuine and relatable videos. Simply rushing to follow each new popular trend of the moment may get views, but it won’t build your brand’s presence. Look to provide your audience with content that shows the real side of your company. - Lisa Montenegro, Digital Marketing Experts - DMX Marketing
7. Align Your Content With TikTok’s Psychological Profile
A top tip for using TikTok for business is to make certain your brand’s content is aligned with the social media’s psychological profile. In other words, your brand’s content on TikTok should come across like someone talking with a friend—whereas Instagram is more like talking with a colleague, and Facebook is like speaking with your grandparents. - Roger Hurni, Off Madison Ave
8. Trust The Creators You Engage With To Do Right By Your Brand
Success on TikTok relies heavily on the communities of the creators a brand engages with. This means that you have to trust the creator to do what they think is best for your brand. Vet the audience, vet the individual, and then focus on small tests to determine the business goal for your brand’s TikTok resources. - Vix Reitano, Agency 6B
9. Put A New Spin On Existing Formats And Trends
Deeply understand what’s performing best with your target audience and avoid trying to reinvent the wheel. While it might sound great to create your own trends, the vast majority of viral TikTok content reflects a new spin on an existing successful format. This can be validated by browsing the Discover tab to see millions of users tapping into existing trends to achieve massive organic reach. - Cam Wilkie, func.media
10. Include Three Core Elements In Any Branded TikTok
The best TikTok videos for businesses have three core elements. First, you need a great hook or opening to keep users watching your content. Second, use a story or educational content to focus on teaching people something they don’t know. Last, make sure your video edits are quick and to the point. Including transcription helps reinforce key points and builds another layer of engagement as consumers read along while watching. - Brian Meert, AdvertiseMint
11. Be Present On TikTok So Users Can Tag Your Business
First things first: Get your brand on TikTok. It’s much easier for creators to tag businesses than provide links to them outside the platform, so begin by making sure there is a brand presence for them to connect with! When it comes to content creation, there are all sorts of options, including partnering with the creators who best understand the platform—but it all starts with joining the community. - Danielle Wiley, Sway Group
12. Entertain And Create Tension By ‘Coloring Outside The Lines’
TikTok is a place where people and brands need to entertain if they want to capture viewers’ attention. Creating content that has tension is critical. What can your brand do that is unexpected or shows a different side than it has in any other medium? TikTok is where brands can “color outside the lines” a bit. When they show up in unexpected but still very authentic ways, consumers will reward them. - Annette Sally, Blue Sky Agency
Get our latest industry trends & insights into digital marketing.
Success Stories
Sizzling
Social Results
Five Guys' passion for food is second to none, and they never compromise on quality. It's only fitting that their digital presence matches these high standards. Since taking over, our EGC approach has delivered on highly engaging posts that resonate with their loyal fanbase.
Influencers Boost
Sales Nationwide
Swiss Chalet’s 65th anniversary campaign was a nationwide success, driven by strategic partnerships that leveraged the power of the country’s top digital voices to boost sales and brand status.
Engaging UX for
Gen Z Shoppers
With 91% of Gen Z accessing the web via mobile daily, this snack brand needed a site to match their behavior, and we delivered a mobile-first experience with a little extra sugar and spice.
3.5x Increase of
Social Followers
Owned by publicly-traded wine & spirits conglomerate Andrew Peller, No Boats on Sunday is a nationwide favorite with a loyal social fanbase and a variety of products sold out nationwide.
44% Increase
in App Installs
The world's biggest poker room needed a big idea to expand its reach. By partnering with celebrities like Daniel Negreanu and the right mix of relevant, click-worthy content, our campaign achieved a 44% increase in app installs.
Swiping Left
on Hunger
Coined “Tinder for Foodies” by Business Insider, the Grublr app lets users swipe left on hunger. After achieving soft launch success in Florida, the product is finding matches for diners nationwide.
Helping Homeowners
Across the U.S
Your home is one of your biggest financial investments and it doesn't come with instructions. Upkept by Consumer Reports has made home maintenance easier for thousands of Americans.
Surpassing
$2.5B in AUM
Evolve has quickly become a Canadian leader in ETFs since 2017, surpassing $2.5 billion in assets under management. Through ongoing TV campaigns and prominent displays in NYC's Times Square, we have driven millions of views, continuously contributing to their growth and success.
5.87x ROAS
$21M in Sales
From the founder of Cirque du Soleil, illumi is the world’s largest multimedia show. Millions of lights, millions of visitors, and millions in sales through an industry leading digital strategy.
GTM App Launch
For Gen Z Shoppers
From the founder of MediaAlpha (NYSE: MAX), Rocket is revolutionizing social shopping for Gen Z with a go-to-market strategy centered around relevancy and social trends in the U.S.
89% Increase in
New Web Traffic
Backed by South Asia’s largest apparel tech company, Femography by MAS Holdings has solidified its industry leadership through high-impact media placements and major collaborations. With coverage in over 750 media outlets, including Bloomberg and Business Insider, our efforts have resulted in top rankings for desired search terms.
Sold out
Across Canada
The latest venture by publicly-traded wine & spirits conglomerate Andrew Peller sold out in liquor stores across the country as part of the most successful product launch in company history.
10x Increase
in B2B Leads
Building better client-facing workflows for the legal industry. With thousands of leads generated for law firms nationwide, Lawbrokr is well-positioned for Series A fundraising.
Trusted by Google
Microsoft, & More
BlueLabel, one of America’s fastest-growing B2B companies, has attracted high-growth startups and industry giants like Google and Microsoft, securing over 350 deals to tackle digital transformation and pressing business challenges.
11x Increase in
Online Sales
We brought Crate 61 into the digital world through a 360° approach, including rebranding, a new website, influencer campaigns, and more. As a result, Crate 61 has significantly increased its market share, with major retailers like Whole Foods carrying the brand and over 75,000 five-star reviews online.
Emerging Brand
of the Year
An in-house product by func.media, acquired in 2023. What started as a proof of concept quickly evolved into a brand supported by major retailers, golf courses, and celebrities like Adam Sandler.
$1.00 Cost
Per Download
The live tournament everyone is talking about. The pogl app is the latest success story from Live Tech Games positioned to take over the US market with one-of-kind mobile experiences.
Building a Premium
Healthcare Brand
Taking a science-driven approach to migraine and concussion prevention and recovery. Iatrogenix is positioned for go-to-market success in the health sector, their strategy emphasizes a premium visual identity that distinguishes them from competitors.
$2.1B Acquisition
by Shopify
The largest acquisition in Shopify’s history. Building the future of global logistics with an end-to-end platform that unlocks fast and easy fulfillment for millions of merchants around the world.
$0 Ad Spend, 5M+
Reached Organically
With over three million 5-star reviews on iOS, Musi has rapidly become one of the top music apps. By leveraging a purely organic social media strategy, Musi reached over 5 million users on social without any paid advertising.
+476% in Social
Sales (5.3x ROAS)
As the official hot sauce of UFC, Heartbeat always packs a punch. From celebrity collabs to features on the hit series Hot Ones, this world-renowned brand is backed by a spicy digital footprint.
100,000+ Users
in 3 Months
Building a user base of Walmart product testers nationwide. One of the most impactful (and cost-effective) ways to launch any new app is to have an engaged community ready to hit download.
GTM Launch &
Funding Success
An end-to-end launch for the world’s first smart toolbox that’s redefining possibilities for tradespeople. Backed by a full-funnel approach covering strategy, creative, and performance to secure pre-orders and funding.
200,000+ Direct
Downloads
Despite this award-winning, Sydney-based game publisher being half way across the world and 16 hours ahead, we worked our magic with a focus on game purchases and mobile app downloads.
Another Win for
‘the Great One’
Wayne Gretzky Estates is setting new standards off the ice with its Winery & Distillery. We drove traffic to the estate through relevant social media and content strategies, extending the Great One's legacy into the world of fine wines and spirits.
Over 10M+ OOH
Impressions
SYNC Wines’ OOH campaigns were strategically executed around select LCBO locations in key Toronto neighbourhoods to extend digital campaigns and encourage localized purchasing behavior.
Sipping (and Selling)
the California Dream
Bringing California to life, one pour (and post) at a time through a strategic go-to-market campaign and creative direction that turned this brand’s sunny dream into a thriving, marketable reality.
AI Approach Saves
$50K in GTM Spend
Who said Paris can't be a few clicks away? By leveraging the latest AI technology and an innovative approach to product photography, we created stunning scenes that make you feel like we traveled through the entire south of Europe. Achieving efficiency and cost savings without compromising on the creative outcome.
171% Revenue
Boost via SEO
Optimizing SEO for this popular ready-made meal brand translated retail success into digital growth, driving a 171% revenue boost and ensuring that online presence matches in-store impact.
TikTok Sampling
Drives Waitlist Buzz
A TikTok series—centered around honest conversations over a glass of wine with a stranger, anchored a broader growth strategy that included 14 unique events and thousands of eager participants, creating a buzz (pun intended) that resonated both online and offline.
SEO Optimization
for 1,000+ Pages
Sunshine Behavioral Health came to us with a challenge: update & optimize over 1,000 web pages fast. Through our strategic approach, we did just that while improving their SEO site-wide.
$1.36M Sale
via Sotheby's
Selling the last Lamborghini Aventador ever made through the world’s first NFT auction paired with a physical sports car in collaboration with Sotheby’s, Steve Aoki, and Krista Kim.
Rebrand Boosts
Sales by 30%
One of Canada’s most trusted line of medicine cabinet essentials underwent a 360° branding overhaul to revitalize the brand image. Including a packaging redesign to stand out on retailer shelves, a complete website redesign, and a strategic email & digital marketing campaign.
.svg)
