Tik Tok Marketing: Unlock the Power of the Z and Alpha Generations

TikTok isn’t just for dance challenges, it’s one of the best platforms to boost sales, build an audience, and make some noise for your brand. With the potential to connect with over 1 billion users, TikTok isn’t just a trend; it’s a marketing opportunity that businesses can’t afford to ignore.

In this blog, I’ll break down everything you need to know: the basics of TikTok marketing, how to build a solid strategy, real-life examples from brands that are killing it, and some tools to help level up your TikTok game. Let’s get into it and see how TikTok can work for you!

What is TikTok Marketing?

TikTok marketing is the process of using the platform to promote a brand, product, or service through short-form video content.

It’s not just about ads — TikTok marketing is about storytelling and building real connections with audiences. Brands can engage with users and become part of the moments and conversations that matter most to them.

TikTok has been a game-changer for businesses of all sizes, offering them a platform to reach huge audiences almost instantly. Even the smallest of businesses have seen incredible growth, sometimes going viral and transforming their sales overnight. From local bakeries selling out after a single video to people queuing up for hours for a jacket potato, TikTok’s ability to grow brands has changed lives, opening up opportunities that were once only available to larger companies with big budgets.

@spudarmy Last customer of the day. Let’s give them a free one. #jacketpotato #bakedpotato #business #spudarmy #tamworth ♬ original sound – spudman

This is a great example of what TikTok marketing is all about. It shows how something as simple as selling jacket potatoes can go viral, just by creating content that connects with people. It’s a perfect reminder that TikTok isn’t just for big brands with huge budgets, even small businesses can use creativity and storytelling to grow their presence and see real results.

What is TikTok Influencer Marketing?

TikTok influencer marketing is quickly becoming one of the most effective ways for businesses to promote their products through social media. Influencer marketing is when a business partners with TikTok creators/ influencers to promote their brand through short form videos. These influences normally have a large following and have built a community through their content.

Influencer marketing works well because it feels like a genuine conversation between people. Creators may naturally showcase products in their videos without making it feel like a direct ad, to give their content a more relatable authentic feel.

For example, an influencer might casually use a skincare product during their morning routine video. This is a good approach as viewers are more likely to trust content that feels organic and appreciate the subtlety rather than feeling like they are constantly being marketed to.

@caitlinmuirheadd Grwm to go on a date using all @iconic.london products for that perfect everyday glass skin makeup! #iconicgrwm #iconiclondon #musthaves #Ad ♬ original sound – Caitlin Muirhead

What is TikTok Affiliate Marketing?

TikTok affiliate marketing is a way for creators to earn commission for any sales made through their unique referral links or codes. A creator will promote a product possibly through a tutorial, an unboxing or simply a review to encourage their followers to make a purchase.

Whenever you have heard a creator say “Use my link to receive a discount” or “Use code hello10 for 10% off” they will likely be an affiliate for the brand mentioned.

Since their commission is directly tied to the sales or leads they generate, many creators put significant effort into creating compelling, high-quality content that showcases products in the best light possible to maximise their commission rates.

What are the Benefits of TikTok Marketing?

Marketing through TikTok offers a range of benefits for brands looking to engage with new and existing audiences in an authentic yet creative way. Below are some of the key benefits of TikTok marketing:

• The algorithm. TikTok’s algorithm surfaces content that matches the user’s interests, increasing the likelihood that they will engage with the video.
• Massive reach. TikTok has around 1.04 billion active users each month, with the average daily time spent on TikTok being around 58 minutes every day.
• Authenticity. TikTok encourages genuine and creative content. This helps brands build a deeper level of trust with their audience that they may not be able to achieve as easily through other social platforms.
• Trend driven. Brands can participate in current trends and challenges and may even have a viral moment – making campaigns more dynamic and fun.
• Brand awareness. TikTok’s lively fast-paced environment makes it an ideal platform for increasing visibility and recognition for your brand.
• Creative freedom. TikTok supports out of the box content, which gives brands the chance to be more experimental and playful.

How to start TikTok Marketing?

Firstly, let’s begin by setting up your free TikTok business account. If you already have a standard account, it’s simple to switch over to a business account.

Business accounts provide brands with a strong set of tools to manage their content, track performance, and connect with their audience. Making it easier to build a successful marketing strategy.

On your profile, tap the burger menu button (the three horizontal lines) in the top right corner. And then Settings and Privacy.

And then select Account. Now tap Switch to Business Account.

You now have a business account!

With a business account you have access to In-Depth Analytics for video performance, audience demographics (age, gender, location), and follower behavior. You can also monitor profile visits, follower growth, and overall engagement rates.

You are also able to see your content performance metrics, which include video views, average watch time, traffic sources (like where your viewers are coming from), and audience retention.

How to Create a TikTok Marketing Strategy?

Building a TikTok marketing strategy is about more than just posting content and hoping it goes viral — it’s about creating a plan that connects with your audience and drives results. Whether you’re new to TikTok or looking to optimise your efforts, these steps will set you up for success.

Set Business Goals

Setting clear business goals is a crucial step in your strategy. Think about what you want to achieve on the platform – whether it’s increasing brand awareness, driving traffic to your website, boosting sales, or growing your follower base.

Ensure that your goals are specific yet achievable and that you have set a realistic time frame. Instead of saying “I want to gain more followers” (who doesn’t?) set a goal like this “I want to gain 30% more followers within the next 6 months”. This will help you and your team measure the effectiveness of your campaigns against your goals.

To access your account’s analytics, go to your profile and select the menu button. Then tap Creator Tools.

From here you will see a summary of your analytics:

Image – https://newsroom.tiktok.com/en-us/product-tutorial-tiktok-analytics

Familiarise Yourself with the Platform

Before diving in, it’s important that you get comfortable with the platform and become familiar with its features. Take some time to explore the ‘For You’ page, it is a great place to discover trending content. From here you can begin to understand the type of videos that go viral, certain challenges that gain attraction and the overall vibe of TikTok.

It’s important that you test out the features, by using TikTok’s editing tools and effects. You can also familiarise yourself with other features such as Stitch, Duets and the Creative Centre.

Be sure to also research the TikTok algorithm. By understanding how the algorithm promotes content based on factors such as user interactions, video details (hashtags, sounds), and trends. This will help you with creating content that has a higher chance of appearing on the ‘For You’ page and reaching a larger audience.

Oh, and make sure you follow relevant accounts!

Analyse your Audience

It’s important to understand who your target audience is and how they engage with the platform. Start by gathering insights about their demographics, interests, and behavior patterns on TikTok.

Almost 40% of young people, between the age of 18-24, go to TikTok rather than Google when searching for something to eat for lunch. This shows TikTok’s growing influence as a search platform, especially for everyday decisions.Meaning TikTok isn’t just a platform for entertainment; it’s becoming a go-to source for recommendations.

By understanding how your target audience engage and make decisions on the app, you can begin to position yourself strategically, tapping into these moments of discovery to increase your visibility and influence purchasing decisions.

Here is a breakdown of the age range on TikTok:

• 10 – 19: 25%
• 20 – 29: 22.4%
• 30 – 39: 21.7%
• 40 – 49: 21.3%
• Over 49: 9.6%

Conduct a Competitor Analysis

Understanding your competitor’s strategy on TikTok is essential when shaping your own approach. Search around for key competitors/ brands within your niche that are active on the platform. If your competitors aren’t already using TikTok, this could be a major competitive advantage for you.

Observe the type of content they create, their posting schedule, and which videos have gained the most engagement. It would also be beneficial to make note of the hashtags, trends and challenges they take part in. You can also look out for the influences they partner with.

To find your competitors on TikTok start by researching relevant keywords and hashtags related to your industry. For example, if you are trying to market a new makeup line, particularly a lipstick, you could search something like ‘the best red lipstick’. It’s best to figure out what brands people are discussing.

Figure out what works well for them and what doesn’t. This way, you can look for opportunities where your brand can stand out.

Consistently Publish Fresh and Quality Content

Consistency and quality are key to succeeding on TikTok. To keep your audience engaged and grow your presence, it’s important that you regularly publish fresh and relevant content.

Work on creating a content calendar so you have an idea of the content that needs to be filmed to organise your posting schedule. Write down a few ideas of what you would like to film. Try to get as much content as possible, capture the set-up and any behind-the-scenes footage… From this you can create multiple videos, instead of just one.

Your content needs to capture attention quickly! TikTok’s format rewards videos that are engaging from the start. The higher the engagement rate the more likely you will appear on the ‘For You’ page.

Schedule New Content for Maximum Views

To get the most out of your content schedule your posts during peak activity times when your target audience is most likely to be online. You can check out when your followers are most active by looking in your TikTok’s analytics. You should see a breakdown of how many people were online within the hour.

Image source – Sproutsocial.com

Using scheduling tools like later can help you streamline the process. Later allows you to plan and automate your posts meaning that you are having a consistent presence on the platform without you actually having to be on it all the time.

Run TikTok Ads

Running TikTok ads is an effective and quick way to reach a larger audience. TikTok offers a variety of ad formats, including In-Feed Ads, TopView Ads, Branded Hashtag Challenges, and Branded Effects, allowing you to choose the option that best fits your campaign objectives.

68% of users said they were more likely to click on TopView ads compared to other ad formats and 70% of users said they were more likely to share content about brands they discover on TopView. Making them a powerful tool for increasing visibility.

Create engaging, visually appealing ads, keeping them short and captivating to get the best engagement.

Engage with the Comments

A way to get people talking is by continuing the conversation! Always encourage users to leave a comment on your video and ensure you reply to every single one, positive or negative! When users take the time to leave a comment on your video, responding to them shows that you value their input. This interaction can encourage more engagement, and not only strengthen your connection with your viewers but will help start building a community around your brand.

Instead of just directly commenting back, you can also reply with another TikTok.

@oddmuselondon Replying to @codk28 just a buisness owner and a social girl trying to find some rhythm for 10 mins straight #oddmuse #oddmuselondon #brand #fashion #blackfriday #wicked #wickeddance #glinda #elphaba #blackdress #reality #bts #socialgirl ♬ original sound – Odd Muse London

Not everything you share needs to be highly produced. It’s important to keep users engaged and entertained; by sharing an unfiltered side to you and your business, you can gain the curiosity of different users. Founder of Odd Muse, Aimee Smale, has built a thriving brand by blending her personal story with her business. Through TikTok, she markets herself as much as her products, creating a strong sense of authenticity.

Track and Monitor Performance

It’s important to monitor your performance to refine your strategy and achieve your business goals. Get comfortable using TikTok’s built-in analytics tools, to see if your strategies are working.

To view your accounts analytics, go to your profile, click the icon in the top right corner, tap creator tools, then select analytics.

By regularly evaluating your performance, you can make data-driven adjustments to your content and posting schedule.

Experiment, Be Creative, and Jump on Trends

TikTok is about having fun. Users don’t want to watch a 5-minute video of you sitting in a chair discussing your Q1performance. This is an opportunity for your brand to do something different and attract customers in a new engaging way.

Do you think Ryanair would have the popularity it does on the platform if they just posted information about their planes? Ryanair’s tone of voice definitely isn’t for everyone, but it is a great example of how thinking outside of the box gets people talking.

@ryanair ryanair 101 🐐 #ryanair ♬ original sound – Ryanair

Ryanair’s content shows a human side to the brand in a funny sarcastic way to appeal to the younger generation. And it definitely succeeds in reaching them! By doing things differently from other brands they connect with their audience on a more personal level.

What are some TikTok Marketing Examples?

Get people talking

Encouraging comments is an effective way to boost engagement, create content that sparks conversation. People love to share their opinions, especially when they don’t agree with something – this doesn’t mean starting arguments, but a little bit of friendly controversy or debate can go a long way.

For example, you might share a “hot take” related to your industry or present two opposing options, asking viewers which one they prefer. This approach not only draws people into the conversation but also increases the likelihood of them tagging friends or coming back to check in on others’ responses.

@subwaytakes Episode 77: ALL CONTENT ON SOCIAL MEDIA SHOULD EXPIRE feat @Taylor Lorenz :microphone: @KAREEM RAHMA :movie_camera: @Anthony DiMieri @Willem Holzer #nyc #newyorkcity #podcast #subway #hottakes #interview #conversations #nycsubway #subwaytakes #tiktok #socialmedia #content #taylorlorenz ♬ original sound – Subway Takes

This video is a great example of sharing a hot take to get people talking. Infact the accounts whole concept is built around everyday regular people sharing their own bold and unfiltered thoughts. It’s important to think outside the box, how can you use this method to showcase your product/ service without making it feel like just another ad?

Draw them in

I’m sure you’ve clicked on a video and instantly heard someone say something shocking or unexpected – something that made you want to stick around and find out more. That’s the power of a strong hook, and it’s a strategy that works well on TikTok.

On a platform where attention spans are short, starting your video with a surprising statement or a bold action can instantly capture attention. This could be anything from a dramatic “This might be a bit controversial…’” to a visual reveal that makes viewers curious about what’s coming.

The goal is to spark curiosity or emotion within the first few seconds, giving viewers a reason to stay engaged.

Show users things they can’t see on other platforms

Sharing behind the scenes content is a great way to build a personal connection with your audience and help humanise your brand.

People love getting a sneak peek into the process behind the products they use or the brands they follow, it makes them feel like they’re part of an exclusive experience.

Whether it’s a look at how your products are made, insider secrets, or the creative process behind your latest campaign, showing the authentic, unpolished side of your brand can increase trust and loyalty.

@thereelcoach Behind the scenes cookie photoshoot 📸💥 #whatyouseevswhatisee #behindthescenes #cookies #foodphotography #contentcreators ♬ original sound – Content Strategy & Tutorials🎥

Sharing these style videos puts a face to the business and is an opportunity to showcase your brand’s team personality and creativity. They can also spark inspiration for others when it comes to them creating their own content.

What are some TikTok Marketing Tools?

Here are some of my favourite TikTok marketing tools that you should definitely try out:

CapCut – video editing made simple!

If you haven’t yet used CapCut, now is the time! CapCut is a great tool for creating TikTok videos, especially if you’re looking for an easy way to edit your content. It has a user-friendly interface that makes trimming clips, adding music, and adding captions straightforward. To create elevated content and engage with your audience more effectively – try it out!

Canva – designs made easy!

I’m sure you have heard of Canva, but have you used it to its full potential? Canva is a graphic design platform where you can create top quality visuals and animations as well as edit both images and videos. This platform truly makes it easy for anyone to produce high-quality content without needing advanced design skills.

Trendtok – stay ahead of the trends!

A not so well-known tool is Trendtok. This is an app designed to track emerging trends, sounds, and challenges on TikTok. It gives you real-time insights and predictions on what’s gaining popularity. You also have the option to filter trends based on your location and niche, meaning you have relevant content ideas that match with your target audience. If you are looking to stay ahead of the game, this is definitely an app to explore!

Conclusion

By embracing TikTok’s creative features and trends, you can enhance your businesses visibility, build a loyal community, and drive sales. Whether you’re a small business or an established brand, leveraging TikTok right now can drive your marketing strategy to new heights.

If you’re looking to dive deeper into the world of social media marketing or want to find out more about how digital marketing can enhance your eCommerce efforts, get in contact with us today via email info@autify.co.uk or call us +44 0115 778 6950! Let’s unlock the potential of TikTok together!