The 2024 Guide to TikTok Marketing: Tips, Examples, & Tools (2024)

Strategy

Considering TikTok marketing for your business or organization? You’ve come to the right place. Find out how to make the most of this engaging social network.

Alyssa Hirose February 8, 2024

The 2024 Guide to TikTok Marketing: Tips, Examples, & Tools (1)

Table of Contents

What is TikTok marketing?

How to get started with TikTok marketing

How to create a TikTok marketing strategy

Inspiring TikTok marketing examples

3 TikTok marketing tools for 2024

Alrighty, team. It’s time to sell out on TikTok. Literally: let’s use TikTok marketing to boost sales for your brand. TikTok ads have the potential to reach over 945 million users aged 18+, and, in general, TikTok is one of the best social media channels out there for businesses to reach millennial and Gen Z investors.

So, what exactly does digital marketing on TikTok look like?

TikTok marketing varies widely from brand to brand and from industry to industry. A leisurely scroll through the app will yield standard advertisements, like this creator partnership with Shopper’s Drug Mart…

@lilyyangee

#ad I stopped by @Shoppers Drug Mart this week to grab a few of my favourites after hearing that their Top Picks Event was back! Shoppers Drug Mart has been my one-stop shop for all my everyday needs when restocking my favourite essentials. Featuring more than 100 products, the Top Picks Event offers something for everyone in-store or online! Don’t walk, but run over to Shoppers Drug Mart to stock up on the Top Picks products, now until September 8! @shoppersdrugmart #ShoppersTopPicks #sponsored

♬ original sound – Lily Yange

…as well as the just-for-fun, can’t-believe-it’s-marketing TikToks, like this one from an assisted living facility.

In this blog post, you’ll find an intro to TikTok for businesses, advice for building an excellent TikTok marketing strategy, examples from social media-savvy brands and a list of tools to add to your TikTok belt.

Here’s how to market on TikTok.

The 2024 Guide to TikTok Marketing: Tips, Examples, & Tools (2)

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What is TikTok marketing?

TikTok marketing is the practice of using TikTok to promote a brand, product or service. It can include different tactics, like influencer marketing, TikTok advertising and creating viral organic content.

TikTok marketing can help businesses:

  • Increase brand awareness
  • Build engaged communities
  • Sell products and services
  • Get feedback from customers and audiences
  • Provide customer service
  • Advertise products and services to target audiences

What is TikTok influencer marketing?

TikTok influencer marketing involves businesses partnering with creators to promote their brand. Companies will connect with influencers and agree upon a business arrangement in which payment (or goods or services of value) is exchanged for content. For example, a kitchen brand might pay a foodie influencer to post a TikTok promoting their blender.

Influencer marketing can be more subtle, too, like this product placement in this creator’s video.

@spencer.barbosa

ask me anything else you wanna know down below🎀💕✨ @Bloom Nutrition #bloompartner #girls #relatable

♬ original sound – spencer barbosa🧚🏻

Influencer marketing is everywhere—Bretman Rock is promoting hair products and Emily Mariko is promoting her own tote bags. But don’t be fooled: finding the perfect match for your brand is tricky, and it’s important to do all the research you can before committing to a creator.

What is TikTok affiliate marketing?

While the influencer marketing world can be a bit like the wild west (there’s no real rules beyond marking content as sponsored), affiliate marketing is an official, platform-sanctioned marketing strategy for businesses.

First: what is affiliate marketing? In affiliate marketing, creators promote products and then earn commission off of sales. You’ve seen it before: when an influencer says something like “Use the code Alyssa20 to get 20% off these shoes,” that’s affiliate marketing. The brand can tell how many sales the influencer made by looking at how many times the coupon code was used, and that influencer is compensated accordingly.

TikTok’s affiliate marketing can help connect you with creators and will keep track of all of the sales made for you—in fact, the platform will even pay the creator for you.

TikTok offers three different affiliate marketing options:

  1. The Shop Plan. Tiktok’s simplest affiliate marketing plan: you set a flat commission rate for all of your products. For example, creators get 5% of sales they make on any product.
  2. The Open Plan. In this plan, the business can set different commission rates for different products (and it’s open to all creators)
  3. The Targeted Plan. This option allows you to invite specific creators to promote specific products.

Want to learn more about affiliate marketing? Here’s four tips to get you started.

How to get started with TikTok marketing

First thing’s first: to do any marketing on TikTok, you’ll need a TikTok Business account (don’t worry, it’s free).

Tiktok business accounts include features like an email button, access to the business creative hub and commercial music library, options to add calls to action, auto-replies for DMs and more.

If you already have a personal TikTok account, it’s easy (and again, free) to switch it to a business account.

First, go to your profile and tap the menu button—that’s the three horizontal lines in the top right corner.

Then, hit Settings and privacy.

From there, select Account.

Next, tap Switch to Business Account.

Ta-da! Welcome to your shiny new TikTok business account. When you first switch, the social media platform will take you through some of the features of a business account to help get you started.

How to create a TikTok marketing strategy

Now that you have a business account, it’s time to get down to… well, you know.

Get to know the platform

Yes, it’s part of the work, we swear!

Spending some time getting sucked in by TikTok videos (beginners, start here) is essential to understanding the platform. You can’t create engaging content for TikTok if you aren’t up-to-date on what’s engaging.

Explore the different features available on the TikTok app, and note what challenges, editing styles and sounds are trending.

Read up on the TikTok algorithm, too. Understanding how TikTok ranks and displays videos in the For You tab can inform your content, hashtag and engagement strategy.

Get the full lowdown on how the algorithm works here. You can also brush up on all things TikTok by taking courses in the TikTok Business Learning Center.

Research your audience

Here’s a question to ask before you get in too deep: is your audience even on TikTok? Since the app has over a billion global active users, the answer is probably yes (unless you’re eyeing business in India, because that country has banned the app since 2020). Still, it’s important to research your target audience to make sure that TikTok is right for you.

Before you start creating content, learn about TikTok demographics and identify those who might be interested in following you.

Tiktok has a rep for being popular with teens, but the platform’s user stats may surprise you: about 32% of TikTok’s global active users are between the ages of 25 and 34. But it is true that TikTok’s younger users are loyalists — 76% of American social media users between the ages of 18 and 24 use the app. In fact, one Google exec even admitted that 40% of GenZers are more likely to use TikTok than Google when looking for a place to go for lunch.

Once you’ve zeroed in on a potential audience, research what types of content they like and engage with. Then start to brainstorm content ideas for your brand.

Perform a competitive audit

Not everything’s a competition… but marketing on TikTok sure is. Are your competitors on TikTok? If they are, you could be missing out on the action. If they aren’t, TikTok may be a way to gain a competitive advantage.

Whether or not your competitors are on the platform, find at least three to five similar brands or organizations and see what they’re up to. If it’s helpful, use the S.W.O.T. framework to identify each competitor’s strengths, weaknesses, opportunities, and threats.

Because TikTok is a creator-led platform, don’t rule out including influencers in this exercise. Find personalities that specialize in your area of expertise.

Learn more in our complete guide to running a competitive analysis on social media (free template included).

Set goals that align with your business objectives

You can create TikToks just for fun, but it’s better to have goals in mind that can be tied to your overall business objectives.

Whether you plan to reach a new audience, improve brand image, promote awareness for a product or develop stronger customer relationships through engagement, it’s important to back your efforts with a rationale.

Consider using the S.M.A.R.T. goal framework to set goals that are Specific, Measurable, Attainable, Relevant, and Timely.

Like most social platforms, TikTok provides analytics for Business accounts.

To access your TikTok analytics, go to your profile and select the menu button (the three horizontal lines in the top right).

Then, select Creator Tools.

A snapshot of your analytics will open automatically. To see a more in-depth review of your metrics, select View all.

Unsure how to interpret the numbers? Read our complete guide to TikTok Analytics.

Post regularly

Quality over quantity, of course… but on TikTok, quantity also matters. TikTok recommends posting one to four times per day. We can hear your sigh of defeat from here—don’t stress. For most social media managers, TikTok’s recommendation just isn’t reasonable: start with 3 to 5 videos per week.

Making a content calendar—and sticking to it—is key to a successful social media strategy. Your TikTok content calendar will look similar to a real-life calendar, but instead of “Dinner with Dad” and “Dog’s Half-Birthday” you’ll plan things like “Go Live” or “Post Sale Announcement.” There’s plenty of tools out there to get you started (we’ve created a free social media calendar template).

Schedule your posts for maximum views

TikTok’s algorithm prioritizes newer content, so it’s always best to post your TikToks when the majority of your audience is using the app. That magic time varies across industries, of course, but based on Hootsuite’s experiments, the best overall time to post is Thursdays at 7:00PM.

You do you, though—here’s a video that will help you find the best time to post for your specific audience.

You don’t actually have to be online in order to post a TikTok thanks to scheduling platforms like Hootsuite. Here’s a guide on how to legitimately schedule TikToks for later.

Pay attention to your analytics

Analytics aren’t just the perfect starting point for marketing on TikTok: they’re also an easy way to gauge whether or not your strategies are working. Check in at least once a month and see if you’re reaching your goals (and treat yourself, of course).

Create space to experiment

There’s no such thing as a formula for going viral on TikTok (but you can follow our tried tips to increase your odds).

Leave space in your TikTok presence to be creative, have fun, and go with the flow. Even political parties are embracing TikTok trends and not taking themselves too seriously. (Is this good for the world? It’s legitimately hard to say).

If something flops, learn from it and move on to the next experiment. If your brand ends up accidentally trending like Josh wine, make the most of it and keep “letting the memes flow.”

Be in on the joke. Don’t plan to be taken too seriously on TikTok.

Inspiring TikTok marketing examples

Start with a hook

We love a good hook. A social media hook grabs a viewer’s attention and convinces them that the content is worth experiencing. When that hook comes from a source that the audience trusts, even better.

@kevikodra

Never. Skip. Skin prep. Secure the glow and I promise your makeup will thank me!! 🫶🏼 @ONE SIZE BEAUTY #OneSizePartner #SecuretheGlow #BOBAprimer #makeup #makeupartist #beauty #beautyhacks #celebritysecrets

♬ original sound – kevikodra

In this TikTok, a makeup brand partnered with a makeup influencer to show off a product. It starts with a unique and intriguing hook (“This primer is the easiest way to get celebrity-style makeup with just one product”) and immediately shows the viewer the primer in action.

Why this works

  • The video starts with a hook that will immediately captivate the target audience
  • The brand partnered with an influencer that’s seen as an expert in their field, which helps to boost the brand’s credibility
  • The video shows the product in action instead of just talking about how great it is (show, don’t tell!)

Encourage comments

The more engagement a TikTok receives, the better it will fare when it comes to the algorithm’s ranking. Metrics like comments, likes and saves will determine how good TikTok thinks your short-form videos are, so the more you can encourage them, the better.

@smarties

the real flavors are 👇 blue = grape pink = cherry orange = orange, duh yellow = pineapple

♬ original sound – xylo – xylo

Videos like this one are an awesome example of this—the business motivates the viewers to comment by asking a question, and also gives them the freedom to answer however they wish (“Wrong answers only” indicates a no-judgment zone).

Why this works

  • The TikTok asks for comments straight up, encouraging audiences to interact with the content
  • There’s lots of room for creativity and opportunity for followers to show off in the comments (and TikTok users love to show off)
  • The brand is liking and replying to many of the comments, prompting further engagement with the video and connecting with their followers

Lean in to the algorithm

Because the TikTok algorithm is so difficult to master, sometimes anyone seeing your videos can feel like a miracle. Why not lean into that?

This creator-made video is awesome marketing for Pandora. The text (“This is your sign to go to Pandora”) indicates that the user coming across the video is pure luck. It gives direction, but isn’t pushy. The very appropriate (and very popular) Taylor Swift song also helps make this video feel authentic and personal.

Why this works

  • The video suggests to viewers that they’re lucky to be seeing it; that the algorithm showing this video is “a sign”
  • It clearly displays both the product and service being offered by showing an example of the step-by-step process of custom engraving
  • The TikTok uses a trending song for the audio, making the video feel familiar and timely to the audience

Reply to comments with another TikTok

Comments play a major role in TikTok’s algorithm—the more comments a post gets, the higher that video will rank. And TikTok makes it quite easy for you to show commenters that you’re listening: just reply to a comment with a video.

This TikTok from a bridal store was made in response to a comment on a video that showed a dress from the back only. The brand addresses the commenter directly and turns the response into more content (and another opportunity to show off the pretty dress).

Why this works

  • By only showing the back of the dress in the first video, the brand encourages comments—come on, show us the front!
  • Audiences are more likely to comment on your TikToks when you’re actively engaging with them: liking and replying to comments shows your followers that you care
  • The brand is directly addressing a curious potential customer rather than just putting out an ad… in other words, they’re giving the people what they want

Show behind-the-scenes

TikTok audiences love authentic content. The more honest your marketing feels, the more likely viewers will be to trust you, and showing behind-the-scenes content is a fantastic way to humanize your brand and make your followers feel like they are taking the business journey along with you.

@kovessentials

Final result at the end🤍 So excited for this

♬ original sound – Kōv Essentials

This TikTok doesn’t just show off the product (a claw clip with a bow attached), it explains part of the process of manufacturing. It opens the door to a not-often-shared part of the retail process, and all the imperfection and trial-and-error that goes along with it.

Why this works

  • Audiences feel like they really know this product—after all, they saw a prototype and understand how the final result came to be
  • The brand shows transparency by allowing viewers a peek at the design process
  • The video is a satisfying watch, as you can see the prototype and the end product all in one video

Inspire shares

Not every marketing TikTok has to look like an ad—in fact, often just-for-fun posts will perform better than your strictly business content. So don’t count out those cute, funny or bizarre ideas…creating videos that users will want to share with their friends or family is half the battle.

This TikTok doesn’t promote specific services or offerings from the business—a pet daycare company—but it does succeed in being adorable and very sharable. By asking the question “Think you know your significant other? Which puppy would they steal?” the video prompts viewers to share the post with their partner.

Why this works

  • The TikTok prompts audiences to share the video, which helps the video to rank higher in TikTok’s algorithm
  • The video doesn’t come across as an ad, but it still promotes the business in a more subtle way
  • Puppies are adorable and the internet loves them (and this video targets a specific emotional group: people who don’t have a dog but want one)

3 TikTok marketing tools for 2024

Hootsuite

Yes, we’re playing favourites, and Hootsuite is our preferred tool for marketing on TikTok.

Using Hootsuite, you can:

  • Schedule all your TikToks in advance
  • Write engaging captions with OwlyWriter AI and a built-in AI-powered hashtag generator
  • Get personalized recommendations for the best times to post to reach more people on the platform
  • Monitor and engage with comments
  • Track your results in real-time
  • Create custom reports to showcase your success
  • Handle TikTok, Instagram, Facebook, Twitter, LinkedIn, YouTube, and Pinterest from one dashboard

Start free 30-day trial

Canva

When it comes to video design, Canva’s your guy. Canva is a dream for the aesthetic-minded: this powerful graphic design app allows you to edit photos, videos, marketing assets and more. It’s very user-friendly and comes with templates and millions of images and graphics built-in.

Psst: Hootsuite has a Canva integration, making designing even easier. For more TikTok design templates, mosey on over to this blog post… or, you can use Instagram Reels templates in a pinch.

Link Trees

As the platform grows, there’s more and more ways to make money directly from TikTok—but one marketing tactic that never fails is using TikTok to drive traffic and make sales. Think of TikTok like a bold, light-up arrow that points users towards your brand. And the best way to convert those views into sales? Using a link in bio.

A link tree (like Hootbio!) will show TikTok users the way to your Youtube channel, e-commerce store, blog or just about any other external site. It’s a clever way to turn one link into a ton of opportunities.

Get Started

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Schedule posts, learn from analytics, and respond to comments all in one place.

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By Alyssa Hirose

Alyssa Hirose is a magazine editor, playwright, comedian and comic artist based in Vancouver, B.C. She attributes her great sense of humour to 9 years of braces and good ol' elementary school bullying (unrelated, unfortunately).

Read more by Alyssa Hirose

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The 2024 Guide to TikTok Marketing: Tips, Examples, & Tools (2024)

FAQs

The 2024 Guide to TikTok Marketing: Tips, Examples, & Tools? ›

In 2024, the TikTok community will ignite a transformative mindset fueled by curiosity, imagination, vulnerability and courage. In fact, taking strategic risks and being vulnerable is now the ultimate brand strategy, where leaning into micro insights and showcasing quirks can be your superpower.

What is the TikTok content strategy in 2024? ›

In 2024, the TikTok community will ignite a transformative mindset fueled by curiosity, imagination, vulnerability and courage. In fact, taking strategic risks and being vulnerable is now the ultimate brand strategy, where leaning into micro insights and showcasing quirks can be your superpower.

How to grow on TikTok in 2024? ›

Did you find this article helpful? You might also like our all-you-need social media toolkit.
  1. Know your target audience and create for them.
  2. Watch and participate in trends.
  3. Cross-promote with other TikTok creators.
  4. Start a content series.
  5. Use hashtags and create captions related to your niche and audience.
May 22, 2024

How do you succeed in TikTok marketing? ›

How to Use TikTok Marketing Effectively
  1. Learn How TikTok Works. Start by familiarising yourself with the TikTok platform. ...
  2. Align Goals with Business Objectives. ...
  3. Define Your Target Audience. ...
  4. Create Engaging Content. ...
  5. Harness the Power of Hashtags. ...
  6. Collaborate with Influencers. ...
  7. Consistent Posting. ...
  8. Engage with Your Audience.

What are the new features of TikTok in 2024? ›

TikTok and AI

TikTok will use AI to “view” videos and understand the content, which will improve the For You feed and search functionality. TikTok will also incorporate AI Chat into the app, so users will be able to speak to the app to find content that best matches their interest.

What's trending in 2024? ›

We're expecting to see so much more power dressing in 2024, with a focus on monochromatic looks in shades of gray, black, and white. Channel your inner executive and pick up a tailored suit or some office-ready pumps, then pretend like you have your life in order.

How much does TikTok pay per 1000 views? ›

How much does TikTok pay creators? It's estimated that TikTok pays around 2 to 4 cents per 1,000 views on a video. That's all thanks to the TikTok Creator Fund.

How to go viral in 2024? ›

Now that you have a solid understanding of the TikTok algorithm, let's discuss what to keep in mind to increase your chances of going viral.
  1. Create authentic and relatable content. ...
  2. Experiment with different video formats. ...
  3. Utilize trending sounds and effects. ...
  4. Engage with your audience. ...
  5. Be consistent.
Apr 19, 2024

How to use TikTok as a marketing tool? ›

10 tips for building your TikTok marketing strategy
  1. Create and brand your TikTok account. ...
  2. Define your TikTok audience. ...
  3. Create quality TikTok videos. ...
  4. Use ads in your TikTok marketing strategy. ...
  5. Tap into TikTok influencer marketing. ...
  6. Monitor TikTok analytics to track performance. ...
  7. Jump on popular TikTok trends.

How do you optimize TikTok marketing? ›

  1. Match the platform's aesthetics with your TikTok ads. ...
  2. Take advantage of native features in your TikTok marketing strategy. ...
  3. Combine TikTok advertising with other platforms to prime audience attention. ...
  4. Optimize TikTok marketing with attention analysis. ...
  5. Tap into influencer marketing on TikTok.
Mar 6, 2024

What is TikTok growth strategy 2024? ›

2024's essential TikTok marketing tips from top marketers: Storytelling, niche hashtags, authentic content, and leveraging Spark ads for growth. Make TikToks, not ads.

How do I make my TikTok marketing business go viral? ›

Simply choose a channel, add your content, and post.
  1. Study viral videos. Before you can begin creating high-quality, professional, relevant viral videos for your own TikTok, you should learn more about what makes a video viral in your market and industry. ...
  2. Know your audience. ...
  3. Use the right hashtags.

How to boost TikTok sales? ›

For brands looking to boost their sales on TikTok, consistently posting content that includes popular hashtags, audios, memes and trends is one of the simplest ways to ensure your videos are seen by a wider audience.

How does the TikTok algorithm work in 2024? ›

TikTok's algorithm works by analyzing thousands of signals by a user to determine what kind of content they most want to see. These signals — things like likes, comments, follows, and how long they spend on a particular video — determine what videos appear on their 'For You' page and in what order.

How to see what's trending on TikTok in 2024? ›

TikTok's Creative Center

It's effectively a guide to the biggest trends on the platform within a time frame of your choice, from creators to hashtags and (you guessed it) songs.

What is the trend in TikTok February 2024? ›

TikTok trends February 2024: Mob-wife aesthetic, conscription and coquette. We live in a world of “trends”. Whether it's fashion, food, music, or dances, many people are influenced by what's “viral” and “trending”.

What is TikTok content strategy? ›

Ultimately, the best content strategy on TikTok is the one that aligns with your brand persona and values and resonates well with the values, interests, and needs of a younger demographic of users.

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