Planning your TikTok marketing campaigns? Here are some TikTok marketing tips from experts.
Standing at a whopping 1 Billion active users, TikTok has become a happening spot for brands to be seen and heard.
It is no more a platform with frivolous dance videos and has unlocked a full-fledged opportunity for growth.
Given how vast TikTok is – it is crucial to know what’s exactly happening on the platform, especially for your brand’s growth.
When you understand the ins and outs of TikTok content, its relation with virality, and consumer behavior, you can create a solid plan for your brand.
Seems too much to do as compared to copying trends? Don’t fret.
Here are some TikTok marketing campaign strategies and examples you can follow to get ahead of your competition.
TikTok marketing strategies and examples to win on the platform
1. Start with TikTok listening
The number one strategy to win on TikTok is to invest in social listening on the platform. This is important to identify whether your target audience is even present on the channel to start with!
TikTok listening will help you learn more about the audience you get to target on the platform, discover accounts (competitor and non-competitor) in a similar domain and identify topics that your target segment is swooning over.
With over 1 million videos viewed every day on TikTok, it’s practically impossible to monitor accounts and what your audience is doing. This is where a TikTok social listening tool like Radarr comes into play.
Powered by artificial intelligence, Radarr lets you tune into millions of conversations happening in and around your business, or the topics you’re interested in. It also lets you actively identify trends your audience is engaging with, accounts they follow and the sentiment behind the content created.
By making TikTok listening your first step, you can:
- Identify your target audience and detail out your segments on TikTok
- Identify potential topics and trends your audience engages with
- Identify competitor accounts and campaigns running on TikTok
2. Find your niche
While jumping on TikTok trends is one way to go viral, carving out your own niche is another.
The Internet is too noisy, and to stand out, you need a niche and own it. Figuring out your niche and perfecting your content will attract more engagement from like-minded audiences.
Users love discovering creators that are quirky and have realized their true niche.
The moment you have grabbed their attention, they know where to land (your profile) when they are craving some quality content.
TikTok has an audience for all niches, whether it’s basic fashion tips, home styling, or weird face wax videos.
If you are hesitant about starting out, try to tinker with a few different categories to unleash your strengths. The moment your profile starts to gain traction simply narrow down your focus to the videos that maintain decent engagement, and double down on creating more of such videos. Don’t forget to check out what your competitors are up to, that will give you more insights into what works and what doesn’t.
In 2022, the following TikTok niches are popular – funny dances, easy dinner, dark comedy, realistic drawing, fitness fashion, funny memes, couple goals, street style, home fitness, and beauty tips. But the platform is not restricted to only these!
3. Keep up with TikTok trends
850 minutes. That’s the average amount of time a TikTok user spends on the app.
Do you know what users love the most on TikTok? Trending content.
But here is a catch – the TikTok trend landscape shifts in the blink of an eye. What’s trending today could be replaced by something else tomorrow. Trends are often connected with current events, however, sometimes can be completely random.
Since most of the time users love watching videos under the trending hashtags, that actually becomes a good spot to generate your own ideas.
Top TikTok influencers recommend that ‘speed’ is the golden rule to virality. The moment you explore a trend, record your version of that trend and post on the same day.
No matter how it seems – finding trends and recording your version of them isn’t tedious or time-consuming, because you don’t really have to find fresh new ideas every day. You just need some inspiration. Pick a trend in your niche, induce your personality in it, sprinkle some trending hashtags, and upload.
Example: The ring light “Infinity” trend caught crazy traction on TikTok. However, it’s fascinating to know that some of the videos that went viral under it, didn’t even have a ring light in the frame!
4. Prepare and practice edits/ transitions
If you have used TikTok even for a few minutes, you have come across videos that have silky-smooth and oh-so-satisfying transitions. And you don’t even realize how time flies by.
As a TikTok marketer, learning such transitions is crucial to master storytelling. You need to prepare and practice transition hacks prior to uploading videos. Doing so will give you an edge over your competitors. Youtube has a plethora of tutorials to master the intricate transitions and teach how to create flawless TikTok videos.
Here are some helpful reads on the same:
- How to use transitions to make your TikTok videos more engaging
- Learning how to do TikTok transitions with James Charles
- 3 easy TikTok transitions to learn
5. Tap into sentiment analysis
Once you are aware of your niche, trending content, and accounts creating similar content, make sure you also conduct thorough sentiment analysis.
This will help you identify which of those topics and trends generate a positive sentiment in your target audience, and which may become a negative stimulus for your TikTok marketing campaigns and should be avoided.
TikTok social listening tools like Radarr come with a sentiment analysis tool that lets you categorize social content into positive, negative and neutral sentiments. This helps you further strategize how you want to use TikTok trends to achieve your business objectives.
Learn more about sentiment analysis here.
6. Leverage storytelling marketing
Storytelling lies at the crux of all social media platforms.
Strategic use of text overlays is a stellar way to capture your audience’s attention. The first step here is to identify a problem or find a way to get attention, and then try to find ways to address your audience’s concerns straight away. Finally, reveal a solution to those problems and concerns.
Text on a video provides clarity and enhances audience engagement. In fact, it is beneficial for people with hearing impairments.
If you are selling a brand, product or service, here are 4 frameworks to master storytelling on TikTok:
- Tell your story: What is the story behind your brand? What inspired you? What values do you bring to the table? Answering such questions will build a heart to heart connection.
- Work backwards: Users want to know what they should expect from your brand. Talk about how you got to where you are, like an adventure story with a thrilling climax. Show them behind the scenes, and explain what it takes to create a solid brand.
- Refine your elevator pitch: Convey your value proposition in a crisp manner. Focus on what you are selling and how it is relevant to the viewers.
- Accessibility: Your audience needs to know how your brand can add value to them. Use step-by-step and detailed processes and convey it to them. Make use of captions, and quirky visuals. Show them how your brand can be built into their routine, and how easy and accessible it is for everyone- no matter where they are.
Here’s a video to help you get started with storytelling in marketing:
7. Post often and maintain consistency
The key to success is not perfection, it is consistency. You can have a million dollar idea in your mind, but if you’re not executing, it will lead to nothing.
TikTok has an amazing organic reach when compared to its counterparts like Instagram. So that gives you an upper hand at testing more ways and ideas to reach your target audience.
Depending on your niche, figure out how many videos you want to post in a day or a week. Studies have found that the best-performing TikTok brands post 3.52 times per week on average.
So when you start, focus on creating quality content and maintaining consistency. Gradually build up your frequency based on your resources and how your audience engages with your TikTok content.
If you are looking for a specific time, the best time to post on TikTok is Tuesday 9 AM, Thursday 12 PM, and Friday 5 AM. While these are just sweet spots, the right time for posting actually depends on your target audience.
8. Experiment and create new trends
While jumping on trends, and focussing on tried and tested methods is a safe way to play the TikTok game, it is important to concept brand new ideas and executes them.
While this might seem scary at first, you never know when you strike the right chord. Getting inspired by scrolling through your FYP is a good way, but you can look for inspiration out of TikTok too.
Maybe you had a sudden epiphany while taking a walk in the park?
Viewers love innovative content. In fact, innovative content is the most successful type of content on TikTok. Be it a completely original idea or a unique way to execute an existing idea, be confident enough to execute.
For example, the #LearnSomethingNew is a trending hashtag right now. TikTok is using it in their videos talking about what new skills they will pick up this year. It’s interesting to see so many different videos.
But we do recommend using social listening to first identify topics your target audience cares about before creating a trend. This is similar to creating branded hashtags for your campaigns.
9. Stay authentic and true to your vision/ mission
Buzzwords like ‘be authentic’, and ‘be you’ are thrown around a lot often, and they are true because nobody can compete with originality. Creativity, inspiration, and uniqueness is the cornerstone of any video that is ‘original’.
- Identify what your community loves: Your viewers won’t stick around if you ask them to buy a skincare product, but they will stick around if you give them 5 steps they can add to their routine for healthier skin. Give your audience what they care about.
- Get involved with your viewers: Building a relationship with your community is a sure-shot way of increasing your brand’s likability. Do a viewer outreach- take polls, ask them to comment, and tell you what they would like to see more.
- Stay true to your values: Staying true to your values is about staying true to your content strategy. If you created a bunch of tutorial videos on TikTok that work but shifted the needle because tutorials aren’t ‘trendy’ then you might lose your audiences’ attention.
A recent TikTok study revealed that 42% of respondents feel that the platform enables them to express themselves in the most authentic way possible, without stressing about what people think.
Remember, sometimes you need to consistently educate your audience to understand the value you have to offer. Make sure you’re not losing touch with your branding and brand values whilst catching up with trends.
10. Create a hashtag strategy
If you desire to make a solid presence on TikTok, having a comprehensive hashtag strategy is essential. TikTok SEO helps you optimize your content so that it’s discovered by people easily when they are using the search feature.
Here’s a list of trending hashtags on TikTok for your reference:
- #foryou: 1.898T
- #foryoupage: 1.097T
- #fyp: 1.025T
- #duet: 880.1B
- #tiktok: 558.7B
- #viral: 450.6B
- #tiktokindia: 369.6B
- #trending: 346.7B
- #comedy: 299.7B
- #funny: 213.4B
Trending hashtags too, tend to change with trends. So here are a few best practices when choosing hashtags for your TikTok marketing campaigns:
- Find the right hashtags: When you are exploring content on TikTok – be it famous creators or competitors, try to figure out what hashtags are they using in their posts. You can also type your niche in a hashtag generator tool to find relevant hashtags.
- Mix less competitive and popular hashtags: Being discovered via popular hashtags can be difficult because of extreme competition. It is recommended to mix in less competitive hashtags to get seen by a small pool of audience too. Once you gain popularity amongst less competitive hashtags, you can add more competitive hashtags.
- Follow trends: #happyholloween might be an extremely popular hashtag in October, but there’s no point in following it in June. Hashtag trends are subject to volatility, and it’s necessary to ensure that the hashtags you’re using are relevant to the date.
- Branded hashtags and challenges: Branded hashtags work great on TikTok as compared to any other platform. Hashtag challenges are a good head start. By harnessing the power of participation, you can create brand awareness.
- More, the merrier: Don’t stick to one or two relevant hashtags. Use as many as you can. Practically you can add up to 33 hashtags in a caption. But since TikTok allows 100 characters per caption- make sure it is short and crisp. If required, you can add more hashtags in the comments, but they aren’t as effective.
Another important tip here is to use hashtag analytics available on social listening tools like Radarr. This will help you identify which hashtags tend to help your content reach a wider audience, and which ones may no longer be as actively used on the platform.
11. Collaborate with other TikTok creators
Struggling to build a solid follower list? Collaborate with other creators on the platform. If you are into the beauty niche, you can find similar creators with slightly more followers via hashtags. Once you find a good fit, shoot them a friendly message.
While this can be a numbers game – you can collaborate much more easily once your follower count begins to grow.
12. Leverage influencer marketing
Continuing on similar lines of collaboration comes influencer marketing.
86% of marketers have leveraged influencer marketing to generate brand awareness and increase sales. Influencer marketing is popular because it is the quickest way to grow on a social media platform as a brand. However, finding the right influencers can be a difficult task.
As a solution to this, TikTok has launched a creator marketplace. It lets you find influencers and the metrics associated with them. Data like this helps evaluate which influencer is the right fit for your brand.
Choosing the right influencer will ensure a good ROI too.
Another way to identify the right micro and macro influencers is to use your social listening tool to work. Tools like Radarr help you identify trending accounts around your niche that may have an influence over your target audience.
We’ve been debunking some myths around TikTok marketing lately using our social listening tool, Radarr. Check them out:
- Myth 1: TikTok is only popular in the west
- Myth 2: Only Gen Z uses TikTok
- Myth 3: TikTok is just a lip-syncing and dancing app
- Myth 4: Promoting your brand on TikTok is a waste of resources
- Myth 5: Brands can’t track ROI from TikTok campaigns
Final thoughts on TikTok marketing
Similar to other social media platforms, your marketing strategy on TikTok needs to continually adapt to the changing trends and audience behavior. You shouldn’t just be keeping an eye out for trends, but also proactively predicting them so that you can hop onto them in a timely manner and not get lost in the volume.
With social media listening and analytics tools like Radarr, you get to implement all the above TikTok marketing tips. But in addition to the same, you also get to proactively predict TikTok trends, monitor campaign performance and optimize your strategy on-the-go.
Here is the complete guide to Instagram social listening.
Ready to see how Radarr works for TikTok marketing?