TikTok has been all the buzz in social media over the past couple of years, and it continues growing by the day. Tiktok was launched back in 2016 as a social media platform where users could share and edit their short-form videos. Since then it has garnered an impressive following and is currently used in more than 155 countries. The app reached the 1 billion download mark in February 2019, crossing and reached half a billion more downloads in just under eight months. The platform is so popular, it has been downloaded more in the past 6 months than competitors like Twitter, Snapchat, LinkedIn, and Pinterest.

TikTok is particularly appealing to the younger generations, specifically the Gen-Z demographic. As TikTok continues its surge in popularity, many brands find themselves considering how the platform is shaping pop culture and social conversations, considering how they can get in on the action to increase their brand awareness.

There are truly endless opportunities for brands on the platform. That’s why we have taken the liberty to provide key insights on how to use TikTok to promote your business.


How To Use TikTok to Promote Your Business

To best learn how to promote your business on TikTok, you must first understand how the platform works. There are two primary areas, the “For You Page”, and the “Following” page. When users launch the app, they are first taken to the For You Page. This feed is where they can see the platform’s trending videos and the top creators’ content.

snapshot of 'for you' page on TikTok

The following tab shows users the latest videos created by the TikTokers they follow. For those interested in browsing through the platform’s latest trends and hashtag challenges, the Discover page is where you can find this content.

screenshot of the discover page on TikTok

Now that we covered some of the basics behind how the platform works, let’s dive into some of the best methods to promote your business on TikTok.


Create Fun & Engaging Content

TikTok is a platform that is all about fun and creativity.  Creating your brands’ own content is one of the simplest and cost-effective methods to promote your business on TikTok. When your brand posts content that is engaging and fun for your audience, you begin to develop brand loyalty with your audience. Plus, one of the primary benefits of TikTok is that users don’t need to create high-production quality videos to be successful. In fact, the less produced content tends to actually perform better in many cases. Creators can simply pull out their smartphones and start filming content.

However, it’s important to keep your brand image in mind when creating content on TikTok. While zany, funny videos are hugely popular on the platform, don’t try to create a goofy dance craze or a tongue-in-cheek meme if that’s not the style of your business.

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Partner with TikTok Influencers

Influencer marketing has been growing exponentially in recent years. So while more established apps like Instagram have countless influencers on the platform, TikTok-specific influencers are not as prevalent yet. However, there is already a developing trend of TikTok-specific creators your brand can work with to expand your reach on the platform.

As many brands are aware, the Gen-Z demographic is resistant to anything that looks or feels like a traditional ad. So working with influencers on TikTok can greatly assist you in making a connection with your audience (specifically the Gen-Z and Millenial demographic).

Chipotle, the popular North American food-chain, partnered with influencer David Dobrik to create the #ChipotleLidFlip challenge, where collectively they generated over and 100,000 user submissions and a total of over 230 million views.

tri-panel screenshot of the #ChipotleLidFlip challenge

Keep in mind, an influencer’s audience should match your target audience. Finding the right influencer for your brand isn’t always a simple task, but with several online tools at your disposal, you can find the perfect influencer for your next campaign.


Create a Branded Hashtag Challenge

One of the most popular ways to promote your business on TikTok is by launching a branded hashtag challenge. This is how it works: brands encourage TikTok users to create or reconstitute content, then add your branded hashtag into it. Pretty simple right?

Guess, the global fashion brand known for being on the cutting edge, was one of the very first companies to launch a hashtag challenge on TikTok. Guess encouraged users to film themselves wearing the brands’ new denim line alongside the hashtag #InMyDenim.

guess jeans #inmydenim campaign on TikTok

A fun, interactive hashtag challenge not only helps to build brand awareness, but it also drives strong user interaction and increased engagement. This is one of the reasons it has become so popular with brands in recent months.


Utilize TikTok Advertising

The long-awaited arrival of ads on TikTok finally ended when the platform began running advertisements back in January. It may have taken a while to get off the ground, but TikTok currently offers four different types of ads to choose from:

  • In-feed Native Content: Similar to Snapchat or Instagram story ads, this type of ad supports multiple CTA features like app downloads or website clicks.


  • Branded Lenses: TikTok Branded lenses are essentially digital replicas of the Snapchat 2D and 3D lenses for faces and photos.


  • Brand Takeovers: Also similar to that of other social platforms, this feature allows for brand takeovers on TikTok for 24 hours. Brands can create images, GIFs, and creative videos with embedded links that lead users to landing pages or even a hashtag challenge. Speaking of which…


  • Hashtag Challenges: This is arguably the most popular of the initial ad formats to this point. Rather than attempt to make a hashtag challenge go viral on your own, brands can use promoted hashtags to get create more engagement.


As is the case with nearly all social media platforms these days, ads can help brands in reaching a larger number of users on the platform and expose their product or service to an entirely new demographic. TikTok is also aware of the fact that effective marketing starts with effective targeting, and the platform offers precise targeting options to ensure your ads are reaching the exact users that would be interested in what you have to offer.

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