is tiktok effective marketing strategy in 2023


tiktok marketing strategy
tiktok marketing strategy

successful TikTok marketing strategy

The power of TikTok cannot be undervalued . In addition to being the preferred teen procrastination method . through TikTok marketing, Smart businesses worldwide are attempting to participate in the action (and money, of course)  .

But do not fret . Even if you're not one of the fortunate brands who unintentionally becomes famous on TikTok, you can still establish a strong presence there . Continue reading to learn how to use TikTok for marketing, how to handle TikTok influencer marketing, and more .

Those who learn best visually ? Start with this quick introduction to TikTok marketing in our video :

What is TikTok marketing ?

TikTok marketing is the process of reaching out to users of the app to promote a brand, products, or services. Popular TikTok marketing strategies also include creation of trend-driven organic content, using trending hashtags, and trying to incorporate TikTok influencers into promotion strategy .

What makes TikTok unique for marketing ?

TikTok marketing is the process of reaching out to users of TikTok to promote a brand, products, or services . 

Popular TikTok marketing strategies also include creation of trend-driven organic content, using trending hashtags, and incorporating TikTok influencers into promotion strategy . 

Who is TikTok target audience ?

TikTok is a distinctive marketing platform that has the potential to go viral . Make your audience laugh with TikTok by showcasing product tutorials and use cases, participating in challenges, following trends, and more . Through TikTok, you can increase brand awareness, generate leads, and sell products 

In 2021, TikTok marked the milestone of 1 billion active users .

TikTok announced the news of their significant milestone in a press release that was published in September 2021 .

When the app reached a billion active users, it was able to entertain its community all over the world . These TikTok statistics demonstrate how successful the platform has become in a short period of time .

It ranks as the sixth-most widely used social media platform globally .

TikTok is the sixth most popular social media platform when taking into account how many users are active on each platform . Facebook, YouTube, WhatsApp, Instagram, Facebook Messenger, and WeChat are all ahead of it .

Through iOS, the App Has 30 .8 Million Daily Active Users .

According to data as of December 2021, the iOS version of TikTok had 30 .8 million daily active users, making it the most popular . Even with only 14 .43 million daily active users, the Android version continues to function well .

It’s Projected to be 15 Million UK TikTok Users in 2025

According to TikTok statistics, the app's popularity in the UK is expected to grow steadily over the coming years . In 2025, 15 million UK residents will be TikTok users, according to Statista .

TikTok is typically opened 19 times per day by users .

With social media apps at our disposal, it shouldn't be surprising that we use them several times per day, frequently without giving it a second thought. According to data, the TikTok app is opened 19 times per day by the average user. How would you rate your usage? 

On average, children use TikTok for 75 minutes per day.

It goes without saying that kids today spend a lot of time on their mobile devices. They frequently use TikTok to pass the time, which can result in endless scrolling on the FYP (For You Page). 

Children worldwide use TikTok for an average of 75 minutes per day, according to data from Qustodio. As a result, it is their preferred social media channel. 

Children in the United States spend 87 minutes more per day on TikTok than children worldwide. People in the UK use the video-sharing app for 70 minutes every day.

TikTok User and Demographics Statistics

Even though TikTok is prospering, some brands continue to wonder whether it is worthwhile to incorporate the platform into their overall video marketing strategy .

Determine whether your target audience is present before making that choice . Fortunately, TikTok statistics make it easier for us to see the demographics of their largest user base, helping us to make this choice .

The Younger Generations Are the Most Popular Users of TikTok

Younger age groups can't stop scrolling through TikTok . Ages 10 to 19 made up 25% of TikTok's active users in the United States . Following is a breakdown by age group :

  1. 25% of users are aged 10 to 19 .
  2. 20-29 year olds make up 22 .4% of users .
  3. Ages 30-39 account for 21 .7% of users .
  4. Ages 40 to 49 make up 20 .3% of users .
  5. 11% of users are 50 and older .

Data from the UK is comparable . The proportion of internet users in the UK who also use TikTok was revealed by Statista . By 2020, 24% of people aged 15 to 25 will be using the platform to produce and watch video .

Females Attributed for 57% of TikTok’s Active Users Internationally

In 2022, Statista predicts that females will make up the majority of TikTok users . They make up 57% of the platform's active users, compared to just 43% of men .

China Is Home to the Largest Share of the Platform's Users

Although TikTok is widely used across the globe, the majority of its users are in China (where the platform is known as Douyin), where there are 600 million daily active users .

However, it's important to remember that India had 190 million users before the app was outright forbidden .

tiktok marketing strategy
tiktok marketing strategy

TikTok Ads

With tools for targeting, ad creation, insight reports, and ad management, TikTok ads provide a strong yet user-friendly platform to assist companies and brands in reaching millions of users worldwide .

TikTok Ads dashboard

TikTok ads are a fantastic opportunity for brands looking to increase their reach, even though they aren't as well-known (yet!) as Facebook or Instagram ads . And since so few companies and brands have realised the potential of TikTok ads, this is the ideal time to start using them .

TikTok ads provides a variety of special tools to help brands and businesses succeed, whether you're a small business with a tight budget or you're running a 10-day campaign .

The tools on TikTok's advertising platform automate the creation, delivery, and optimization of your ads in a manner similar to Instagram Ad Manager .

There are currently two budgeting options for TikTok ads : daily and lifetime . You can change your budget at any time during your campaign if you choose either of these options, so it's not fixed .

You can also narrow down your audience based on factors like gender, location, age, interests, and other particulars .

You can also create "Custom Audiences" and "Lookalike Audiences" to advertise to audiences that are comparable to your current ones, just like you can on Facebook and Instagram's Ad Manager .

Let's talk about how TikTok ads actually appear . Businesses and brands can experiment with a variety of creative ad formats on TikTok . Most of the various types have probably appeared on your daily TikTok scroll . 

Here are the 5 types of TikTok Ads : 

  1. Brand Takeover
  2. TopView
  3. In-Feed Ads
  4. Branded Effects
  5. Branded Hashtag Challenge

It can be difficult to decide which ad format is best for your brand when there are so many options available . That's why we've broken down the various TikTok ads types and how they can benefit your company below .

Are you prepared to step up your TikTok strategy ? See our free 30-minute video on using TikTok to build your brand for more information!

TikTok Ads : In-Feed Ads 

In-Feed Ads are the video ads that show in between user videos as you scroll across For You page . In-Feed Ads are very similar to the advertisements you would see while tapping through Instagram Stories, if you are unfamiliar with TikTok and the For You page .

There can be several calls to action in your video, which can last anywhere from 9 to 15 seconds.

Having the option to include a call-to-action is very advantageous. For example, you could persuade users to download your app, visit your website, or begin shopping right from TikTok. 

TikTok Ads Example Adobe 

One thing to keep in mind is that In-Feed Ads can be quickly skipped over or scrolled past, just like any other video on your For You Page . Before they scroll down, you have just a few seconds to grab your audience's attention .

Full-screen In-Feed Ads should be compelling enough to keep users from scrolling past your content .

On our "Talk the Tok" Sawyer Hartman,Workshop, the CEO of Cameras on TikTok, shared some wise words about how to stop the scroll :

The text on TikTok videos should be provocative or catch viewers' attention right away. What words and what narrative can you use to entice your ideal viewer to activate their sound, for instance, if they are watching your video without sound? 


Visit this page to view the complete TikTok Workshop and hear additional advice from Sawyer and our other TikTok experts :

A further benefit of In-Feed Ads ? Like any other video on the For You page, users of TikTok can interact with, like, comment, share, and like your video .

TIP : Use influencers to help promote your In-Feed ads! Levi's is a good example .

The Future Finish 3D denim customization technology from Levi's was sent to each TikTok creator, allowing them complete creative control over their jeans .

TikTok Ads In Feed example

Users could click on the "Shop Now" button on the creators' videos to purchase the same design on Levi's website when they were displayed on TikTok as In-Feed Ads

TikTok Ads : Brand Takeover

Have you ever opened TikTok only to see an advertisement right away ? So then, all these are Brand Takeover Ads .

When the app is opened, Brand Takeover Ads appear and show your target audience a full-screen video 

Since you can get your message in front of your target audience, they're one of TikTok Ad's best options for spreading awareness and promoting direct sales .

These ads can appear on the For You page as still images, GIFs, or videos in addition to appearing as soon as users open TikTok . They might also have a link that users can click to go to a landing page or a TikTok Hashtag Challenge.

Take a look at how Guess Jeans advertised their #InMyDenim Challenge on TikTok . One example of a brand takeover is shown in the image below, on the far left .

Example of TikTok Ads Brand Takeover

Brand Takeover Ads are unique to their category, which means that TikTok needs to make sure users don’t see more than a Brand Takeover each day . With Brand Takeover Ads, you can anticipate a large audience and little competition for your content .

Brand Takeovers might not be your first choice if you're just getting started with TikTok ads . Because despite being extremely effective, Brand Takeovers are expensive .

They are a great option for quick growth and reaching a sizable number of TikTok users if you are a larger brand with a sizable marketing budget .

TikTok Ads : TopView

TopView Ads are a fresh form of advertising that improves upon Brand Takeovers .

What makes TopView Ads different is that in contrast to Branded Takeover Ads, TikTok users aren’t barraged with just an ad as soon as they open the application — TopView Ads become the first in-feed post after 3 seconds .

TikTok Ads Example

With up to 60 seconds of full-screen video with auto-play and sound, it appears at the top of the For You page, TikTok's most expensive real estate .

Branded Hashtag Challenge on TikTok

Exclusive to TikTok, Branded Hashtag Challenges are a unique advertising opportunity . Branded hashtag challenges have probably been visible on TikTok's Discovery page .

Branded Hashtags Challenges provide brands with both organic and sponsored opportunities, similar to regular hashtag trends and challenges on TikTok .

They're an excellent way to promote user-generated content and increase brand recognition .

What makes Branded Hashtag Challenges so great ? They are very entertaining to use ! They are a fantastic way for businesses to work together and smoothly ingratiate themselves into the TikTok community .

It's essential to have definite objectives in mind when developing a Branded Hashtag Challenge. Are you attempting to get the word out about a brand-new item? provide new leads? Instead, why not increase awareness of your brand in general?

When a user clicks on a sponsored hashtag, TikTok redirects them to a landing page with the brand's logo, a link to their website, a brief description of the challenge, and a selection of viral videos that use the hashtag .

TikTok Ads Example

You can spend up to a hefty $150,000 per day to appear on TikTok's Discover banner if you're looking for the most exposure . While it is a significant amount of space, there are other ways to encourage users to interact with your branded hashtag .

TIP : If you're looking for a less expensive option, team up with well-known TikTok creators like Houseparty and Freal Milkshakes to promote your challenge!

See how Houseparty, a well-known video messaging app, uses branded hashtags in a recent TikTok campaign .

Discover how Houseparty teamed up with Gen-Z hunk Chase Stokes, also known as "John B" from the Outer Banks, to help spread their hashtag .

Example TikTok Ads

ICYMI : TikTok now has a Hashtag Challenge Plus e-commerce feature that enables users to make purchases within the app .

Users of TikTok can browse products from the campaign and make purchases directly within TikTok thanks to the Hashtag Challenge Plus feature, which has only recently started rolling out on some accounts .

TikTok Ads Branded Effects

As part of their advertising mix, TikTok now provides branded shareable stickers, AR filters, and lenses .

With TikTok's branded effects, brands can create their own unique filter on the app, much like Snapchat does with its branded lenses .

Branded Effects are a great way to encourage users to interact with your brand directly and amusingly . They can be active for up to 10 days at a time .

tiktok effective marketing strategy
tiktok marketing strategy

TikTok Marketing Strategy FAQs

How to create a TikTok marketing strategy ?

TikTok trends can appear random; for example, do you remember the Adult Swim trend that swept the platform in the summer of 2021 ? Furthermore, there is no foolproof marketing strategy . However, there are legal actions you can take to support the success of your company on the app . Here's how to create a TikTok marketing strategy that will evolve as you use the app .

  • Define your target audience
  • Get familiar with TikTok
  • Perform a competitive audit
  • Set objectives that are consistent with your business objectives .
  • Track your progress
  • Post regularly
  • Create space to experiment

How long should a TikTok video be ?

TikTok videos can be anywhere from one second to three minutes long, but for best results, they should generally be 10 to 15 seconds long . In order to keep viewers from moving on to the next video, your videos should ideally get to the point quickly .

How often should I post on TikTok ?

Like other social media sites, TikTok advises posting 3-5 times per week . It is difficult for your brand to be found in the TikTok algorithm if you post less frequently than that, and posting more frequently than five times per week might be too much for some of your followers . Consider purchasing TikTok ads if you want more people to see your content .

On TikTok, how many hashtags should I use?

According to TikTok, using #fyp won't increase your chances of making the For You Page; instead, sticking to 2-3 hashtags will help your posts perform the best . Although it is difficult to predict the TikTok algorithm, you should use hashtags that are more pertinent to your post in order to find your ideal target audience .

What aspect ratio should TikTok videos be ?

Your TikTok videos must have 9 :16 dimensions as well as a full-screen, vertical, 1920 x 1080 crop . The best thing to do when editing videos is to stick with the aspect ratio that is native to the channel . You can experiment with the size, but your video will either not fill the screen or the top and bottom will be cut off .

why tiktok is best for advertising ?

As the most popular website online in 2021, TikTok defeated Google and Facebook . Despite being initially well-known for its lip-syncing and dance-off videos, TikTok has also developed an excellent digital marketing platform for companies to interact with customers and increase brand recognition . Numerous companies, including Alo Yoga, Gymshark, and Douloingo, have found great success thanks to the app . Likewise, you can .

TikTok is one of the most well-known social media platforms in the world

2017 saw the launch of TikTok on a global scale, where it rose to fame more quickly than any other platform for social media to date . With over 2 billion downloads, TikTok has held the top spot for most downloaded app on the Apple App Store since 2019 .

Teenagers are frequently believed to make up the majority of TikTok's user base, but this is untrue . However, statistics indicate that 59% of their users are older than 24 . As a result, TikTok can assist your company in reaching a wide range of demographics by exposing your content towards its 689 million active users globally .

Advertising On TikTok Is Budget-Friendly

TikTok ads don't require a big budget because the platform caters to unprocessed, unfiltered videos made on mobile devices . Since TikTok thrives on real, unpolished videos, good content can be created without expensive camera equipment . Because it blends in with the other videos on their feed, user-generated content (UGC) from your customer community on your brand's TikTok helps increase the number of people who see your videos .

Customers may already have valuable user-generated content (UGC) related to your brand on TikTok, like these unboxing videos for Tile, DMC, and Alo Yoga . You should take advantage of this economical method of content gathering . In addition to TikTok, Pixlee TurnTo enables brands to gather, curate, and publish TikTok content from their fan groups across a number of other marketing channels .

By letting users choose how much money they want to spend and adjusting the reach of the advertisements as necessary, TikTok offers flexible budgets . TikTok ads cost $10 per 1000 views but have a $500 minimum spending requirement . This makes marketing on TikTok available and rises its popularity as a marketing channel .

TikTok Trends Increase Exposure Potential

The likelihood that your advertisement will appear on someone's "For You" feed will increase if you keep up with TikTok trends .

because anyone, including companies, can start a trend there and make it go viral . To promote participation and get more exposure, brands can use brand takeovers and hashtag challenges . Jolyn, a relatively new clothing company, gained 10,000 followers on TikTok by embracing popular videos like the #FreezeFramePhoto challenge .

Brands can search for keywords and hashtags to more effectively reach their target audience on TikTok thanks to the wide range of niche content and distinctive communities that are available there .

TikTok Formats Ads To Encourage Engagement

You can choose from a variety of formats when creating a TikTok ad to help drive ad traffic . According to recent data, TikTok is more engaging than Instagram, even with its micro-influencers, who have an average engagement rate of 17 .96% versus 3 .86% .

When a user opens their feed, the topview ads is the first video that they see . This immediately grabs their attention . As users scroll, in-feed advertisements appear naturally and give them the option to like, comment, share, and follow . Through either of these formats, customers can interact directly with brands, deepening their relationships and promoting brand loyalty.

It’s Simple To Advertise On TikTok

Anyone who has a mobile phone can always use TikTok for marketing purposes . The platform's goal is not to produce polished, scripted videos . This quality has made it possible for new creators to constantly appear on the app, grow their own distinctive audiences, and frequently show up on the "For You" page .

Depending on your content, making a TikTok video and posting it can only take a minute . Although there are a tonne of effects and sounds available on TikTok, you can filter them, like them to save them for later, and the app even suggests audio clips for your video . s a to a t a t a t an a t an a On TikTok, you can simply select from a variety of well-liked sounds or popular songs, or you can record your own voiceovers and include them in your videos .

Like Vine, TikTok focuses on the present moment and posting short, attention-grabbing videos to attract users . All you need to get started is a phone with a data plan and an account .

Brands from a wide range of industries may be able to use TikTok to connect with a community and collect priceless user-generated content (UGC) that can serve as social proof on and off social media .

In addition to offering inexpensive marketing options, TikTok has an extensive blog where they share suggestions and guidance to assist users in creating content that is TikTok-friendly . The app also has a Creator Tools feature that offers companies analytics and content to help them gain more followers and engagement .

Trending Videos Are A Powerful Sales Tool

TikTok users love product reviews that really are genuine and make use of a recommendation system that has supplied major successes for brands .

The trending hashtag #TikTokMadeMeBuyIt demonstrates the success of TikTok's sales . According to a 2020 study on TikTok viewers, 67% of TikTok users were persuaded to make purchases when they hadn't planned to by the app .

This statistic indicates how successful marketing on TikTok is in activating sales in unsuspecting consumers . According to the study, 73% of TikTok users felt a stronger connection to brands they found on TikTok than they did on other social media channels .

The knitting and embroidery company DMC takes this idea a step further by utilising Pixlee TurnTo to showcase its own TikToks on a dedicated website page that includes opportunities to buy the items mentioned in the videos .

Increasing Engagement by Working with TikTok Content Creator

Companies can easily advertise on TikTok by working with creators in branded collaborations, as this leaves the creator in charge of production and all other aspects . These are more interesting and increase viewership rates by at least 112% by grabbing the audience's attention . Additionally, this increase in views results in a 27% higher ad recall for businesses using TikTok influencer marketing .

The unboxing video (also known as a "haul"), in which the user displays a range of goods from a single brand, is a popular creator trend on TikTok . Many companies on TikTok take advantage of this by sending free products to creators for reviews instead of or in addition to paying them cash .

Boohoo sends new clothes to influencers in their brand audience to show off to their followers, just like many other popular brands on TikTok .

TikTok is the place to be right now because it is a relatively new business platform in comparison to other apps, has added ecommerce features, and has an upward sales projection . It's time to start promoting with it!

TikTok is the place to be right now due to its added ecommerce features, relative youth as a business platform compared to other apps, and upward sales projection. It's time to start promoting with it! 

Cons of tiktok marketing
Cons of tiktok marketing

what are the disadvantages of tiktok marketing ?

here are some Cons of TikTok, TikTok Ads Manager is an important platform, but the minimum spends are pricey . Smaller companies and content producers might want to pause before starting an advertising campaign . Let's examine the range of costs :

  • Brand takeovers : $50,000 minimum per day (5 million impressions guaranteed)
  • In-feed ads : $10 for every 1,000 impressions (minimum cost : $500)
  • Upwards of $150,000 for the entire campaign is the hashtag challenge .
  • Branded lenses and filters cost $80,000 per day .
  • Only videos will be chosen .

TikTok is a platform that focuses primarily on mobile video . The performance of images in this area is poor . It’s best to make videos with a 9 :16 aspect ratio, and besides 1 :1 is also possible .

These restrictions could be restrictive, but TikTok recently increased video length from 3 to 10 minutes . You have more time than ever to educate, amuse, and engage your audience . According to Rivero, this is "ideal for creating organic content because that gives brands the chance to engage  more with their followers ." However, it might raise the cost of production .

If your target market isn't using TikTok, you'll hear crickets .

Despite the fact that practically any brand or content producer would think that TikTok's 1 billion monthly users would be a sure bet, you might not get the response you were hoping for .

Currently, 53% of all users on TikTok are between the ages of 18 and 25, and 57% of them are female . Recent trends indicate that TikTok's audience is getting older, and some brands are reporting positive results from their advertising campaigns targeted at users over 45 . Only 11% of TikTok's American users are over 50, though .

"It might seem challenging for brands that target audiences over 25 to get results on TikTok, but it's proven that they can achieve great results using the right influencers, and the right content," says Rivero .

"Start by generating organic content to find out how the TikTok community reacts and whether there's enough interest in your product before investing more," advises one who is new to marketing to younger audiences .

safety issues for brands and content producers who target children

This section is for you if you work with a children's or teen-targeted brand or are looking to collaborate with a young content creator .

TikTok seems like the ideal place for child-focused brands to develop and form alliances with young content creators because of its sizable Gen Z user base . Here are five things to consider when attempting to reach younger audiences on TikTok, whether through branded content or creators :

  • Highly Addictive : the usage statistics above demonstrate how addictive TikTok is, and a 2022 study discovered that 5 .9% of TikTok users are at risk of crossing the line into addictive behaviour . People under the age of 25 are particularly vulnerable, according to the research, as their capacity for impulse control is still developing .
  • Unethical beauty standards : on TikTok, body checks frequently trend . Users are prompted to compare their bodies to others by these videos . The most popular videos frequently display very little body or cultural diversity and unintentionally advance Eurocentric ideals of beauty . Consumption of this kind of material by teenagers has been linked to poor mental health, body dysmorphia, and negative self-image .
  • cyberbullying  and Harassment and : since users of TikTok can stay anonymous, it sadly attracts people who seek to harass and bully people of other societies, religions, and beliefs . According to research on the subject, there is a 64% chance that young children (10 to 18) will experience cyberbullying on TikTok.
  • Predatory behaviour : despite TikTok's efforts to stop it, sexual predators still use the app to groom children and send them graphic messages and images .
  • Security issues : children who create content online sometimes unintentionally reveal more about themselves and their homes than they intended . Check to see if young creators are sharing any easily identifiable details, such as house numbers, street signs, or their school .
  • Your ability to control brand messaging will be lost : giving influencers your advertisement to copy and paste won't go over well on TikTok because Gen Z prefers authentic content . If you get caught, you'll also lose credibility and harm your brand's reputation .

To avoid disaster, do your homework on the influencers you want to work with to make sure their reputation fits your brand and give them control of your brand messaging . Let them use their words to promote your goods .

That might seem frightening, especially to brands accustomed to running laser-targeted campaigns, but it's the only way to maintain the authenticity of the content .

For this reason, it may be advantageous to "work with a marketing agency that really can put together a creative idea and direct the influencer in the content creation process . In order to prevent disappointment, brands then approve the concept and the script the influencer will use, according to Rivero .

After weighing the benefits and cons of TikTok advertising, do you think this platform is right for you ? TikTok, with its sizable audience and merit-based algorithm, is probably a great place to grow your brand if posting entertaining videos fits your voice and you're trying to reach Gen Z . Perhaps it's time to start creating TikTok ads that stand out .

instagram or tiktok better for marketing
tiktok marketing strategy

is instagram or tiktok better for marketing ?

TikTok and Instagram both offer unique marketing opportunities for companies . In order to choose the platform that is best for you, it is crucial to comprehend how the two platforms differ from one another .

  • TikTok is better for authentic, unpolished content, while Instagram is better for polished content .
  • TikTok is a possibility if you want to connect with a younger audience .
  • Both platforms can be useful if you want to work with influencers, but Instagram might offer more attractive options .

Last but not least, test out each platform on your own to see which one works best for your company . There is no quick fix for determining which platform is superior .