TikTok Marketing Strategy 101: Tips to Boost Engagement and Reach
Social media has quickly become one of the go-to areas for businesses to advance their marketing efforts. Even more recently, it seems as though every brand has hopped on the TikTok bandwagon. TikTok has become THE social media platform for brands to connect casually with their audience, fostering interaction without strict rules. The most common mistake we see brands make on TikTok is diving in without a clear marketing strategy. Following the TikTok tips below will help you come up with the best plan of attack for your TikTok presence.
Maximize Your Presence with Diverse Content
The best thing about marketing on TikTok is there are no hard and fast rules when it comes to the type of content you can produce. Using analytics, we can measure what type of content consistently performs the best and which you should add into your TikTok marketing strategy.
Everyday life vlogs or day-in-the-life stories give an authentic glimpse into your world, helping to foster real connections with your audience. This content allows clients to share personal moments and engage beyond just selling products or services. Educational content is a great way to provide viewers with valuable insights and actionable takeaways while showcasing products or services in an engaging way.
High-stakes challenges, like creative competitions, keep audiences entertained while showcasing unique skills such as craftsmanship, singing, dancing or demonstrating practical uses for products. Reaction videos and content inspired by audience suggestions help engage directly with the community, building trust and fostering collaboration. Incorporating trends into your TikTok marketing strategy can expand reach and attract new followers.
Best Practices for TikTok Success
To make the most of your TikTok marketing strategy, follow these best practices to create engaging content, optimize your posts, and build meaningful connections with your audience.
Creating engaging TikTok content starts with keeping videos short, impactful, and authentic. Real and authentic content resonates most with users. Capturing extra footage for B-roll is a great way to add context. We find it is always best to plan ahead with a script or shot list as it helps you stay organized and includes all key elements.
Before publishing your TikTok, follow this quick checklist to maximize its potential. Add or tag music that fits the tone, use text hooks or captions to grab attention, and write a compelling caption as an extra hook. Use 3–5 relevant hashtags to boost discoverability, ensuring they align with your niche. Lastly, pick an eye-catching cover photo to make your post stand out.
Engagement is a big part of marketing on TikTok that can help deepen your connection with your audience. Post content that invites discussion and stays neutral to welcome diverse perspectives, avoiding controversial topics unless aligned with your brand. Focus on relatability – content that connects with your audience’s experiences encourages interaction. A great way to build community is by responding to comments, which boosts your video’s performance and strengthens connections with your followers.
Watch Time and Training the Algorithm
Now that we’ve covered different types of content and general best practices, identify and define the key metric you’re going to track as well as how to increase that metric. You may think that impressions are most important but for TikTok, watch time is king. Watch time is the most critical metric influencing your video’s reach on TikTok. The longer viewers stay on your video, the more likely the algorithm is to promote it to a wider audience. Aim to create content that captivates viewers and keeps them engaged from start to finish to maximize your watch time and boost visibility. Marketing on TikTok can be tricky when you only have about 3-5 seconds to capture a viewer’s attention; you have to make every second count.
If this is your first time marketing on TikTok, spend time training TikTok’s algorithm to understand your niche. Engage actively by watching, liking, and commenting on videos within your focus area. This interaction helps the platform recognize your interests and better connect your content with the right audience.
Ready to Build Your TikTok Community?
TikTok offers an incredible opportunity for brands to connect with their audience in creative, authentic ways. By leveraging diverse content types, following best practices, and prioritizing key metrics like watch time, you can maximize your reach and engagement on the platform. Building a solid TikTok marketing strategy takes time and patience, but as long as you’re willing to put in the work, your brand can thrive on TikTok and tap into its unique ability to foster genuine connections. Connect with us today to find out how we can help you build your TikTok marketing strategy!
digital marketing specialist
ABOUT THE AUTHOR
Sarah Krengel
Sarah graduated from Arizona State University in 2021 with a degree in marketing. Through various internships and job experiences, Sarah discovered her passion for helping others with their marketing needs and enjoys bringing creativity and fresh ideas to every project, making the journey from concept to execution both dynamic and rewarding. In her free time, Sarah enjoys trying out new recipes, spending time out of the lake, and playing with her dog, Riley.