Get Viral on TikTok: A Step-by-Step Guide to Creating a Winning TikTok Strategy

TikTok has quickly become a must-use platform for brands aiming to engage a dynamic audience. Its unique content format and rapid growth offer unmatched opportunities for creating viral campaigns and authentic connections.

This guide explores effective TikTok marketing strategies, providing tips to help you navigate the platform and maximize your brand's potential. Whether you're new to TikTok or refining your approach, you'll learn to leverage trends, collaborate with influencers, and craft compelling content. Get ready to elevate your marketing game on TikTok!

What is TikTok Marketing?

TikTok Marketing involves promoting and selling products or services on TikTok, a rapidly growing video-sharing platform. Given TikTok's unique format and audience, marketing strategies here differ from those on other social networks.

Three Major Ways to Market on TikTok

1. Influencer Marketing: Collaborate with TikTok influencers to reach a larger audience.
2. Self-Promoted Content: Create and share your own engaging content to attract followers and potential customers.
3. TikTok Advertising: Utilize TikTok’s advertising tools to target specific demographics and increase visibility.

Influencer Marketing on TikTok

TikTok influencer marketing is a vital part of the platform’s ecosystem. Influencers like Charli D’Amelio can significantly impact a company’s success due to their massive followings.

However, you don't need a high-profile influencer for effective marketing. Instead, consider partnering with rising stars or niche influencers who align with your budget and campaign goals.

Three Key Strategies to Become a Famous Influencer on TikTok

1. Consistency and Authenticity: Post regularly and maintain a genuine persona. Followers appreciate authenticity and are more likely to engage with influencers who are relatable and consistent in their content.
2. Engage with Your Audience: Interaction is crucial. Respond to comments, participate in trends, and engage with other creators. Building a community around your content helps in gaining loyal followers.
3. Create High-Quality, Trend-Driven Content: Use popular sounds, challenges, and hashtags to stay relevant. High-quality videos with creative and engaging content will attract more views and shares, increasing your visibility.

Self-Promoted Content on TikTok

Creating self-promoted content on TikTok gives you the most freedom and control over your brand’s image and messaging. By setting up a TikTok Business account, you can start crafting organic content that resonates with your target audience. This can include product demos, day-in-the-life videos, dance challenges, and more. Spend time exploring your For You page for inspiration and trending ideas.

Making Self-Promoted Content Popular

1. Understand Your Audience: Know who your audience is and what content they enjoy. Tailor your videos to meet their interests and preferences.
2. Be Creative and Unique: TikTok thrives on creativity. Stand out by offering something unique, whether it’s a fresh perspective on a common topic or a new type of content.
3. Leverage Trends: Stay updated with current TikTok trends, including popular sounds, hashtags, and challenges. Incorporate these trends into your content to increase visibility and engagement.
4. Consistency: Regular posting is key. Develop a content calendar to ensure you’re consistently putting out new videos.
5. Quality Production: While authenticity is valued, good video and audio quality can make your content more appealing. Use good lighting, clear audio, and stable shots.
6. Engage with Your Audience: Respond to comments, ask questions, and create content that encourages interaction. Building a community around your brand fosters loyalty and increases reach.

Important Characteristics for Success

1. Authenticity: Genuine and relatable content resonates more with viewers. Show the human side of your brand.
2. Entertainment and Value: Provide value, whether it’s through entertainment, education, or inspiration. Make sure viewers gain something from watching your content.
3. Storytelling: Craft engaging stories within your videos. A compelling narrative can capture attention and keep viewers coming back for more.
4. Call to Action: Encourage your audience to take action, whether it’s following your account, visiting your website, or trying out your product.

TikTok Advertising

TikTok Ads are a popular and effective way for businesses to market their products and services. Many well-known brands like Aerie, Little Caesars, and Maybelline have successfully created compelling brand stories using TikTok Advertising. Similar to Facebook and Instagram, TikTok employs a bidding model to determine the cost of ads, making it accessible for various budgets.

Xiaomi got great viral success with their SU7 that flooded Tiktok for weeks

Why is TikTok Marketing Worthy?

TikTok has 3 billion active users, and its popularity is rapidly increasing. The platform’s impressive growth is due to its core principle of short video sharing, which perfectly aligns with the entertainment preferences of today’s social media users.

Most of TikTok’s users belong to the younger generation, who are increasingly skeptical of traditional advertising. They rarely watch conventional television or listen to the radio, preferring to get their news from social media rather than newspapers. This demographic often uses ad blockers and experiences “banner blindness,” rendering many traditional internet marketing methods ineffective.

1. Massive User Base: With 3 billion active users, TikTok's audience is rapidly growing, offering an extensive reach for businesses.
2. Short-Form Content: TikTok’s focus on short videos aligns perfectly with current entertainment trends, making it easier to capture and retain users’ attention.
3. Youthful Demographic: TikTok predominantly attracts a younger audience, a group that is increasingly skeptical of traditional advertising. This demographic is less likely to watch conventional TV, listen to the radio, or read newspapers. Instead, they consume news and content through social media, often using ad blockers and ignoring banner ads.
4. High Engagement Rates: TikTok users are highly engaged, spending significant time on the app, which increases the likelihood of ads being seen and interacted with.
5. Creative Advertising Opportunities: TikTok offers various ad formats and creative tools, allowing brands to create unique and compelling content that resonates with users.

Key Benefits of TikTok Advertising

1. High Engagement: The platform’s interactive and engaging nature leads to high levels of user engagement with ads.
2. Creative Flexibility: TikTok Ads offer a variety of formats, including In-Feed Ads, Branded Hashtag Challenges, and Branded Effects, allowing for creative and unique ad campaigns.
3. Precise Targeting: TikTok’s advanced targeting options enable businesses to reach their ideal audience based on demographics, interests, and behaviors.
4. Viral Potential: The algorithm-driven nature of TikTok increases the potential for ads to go viral, significantly boosting brand visibility.

TikTok celebrated its premiere in Vinted’s media mix for Germany by establishing baseline conversion metrics with pilot content, which guided their testing strategy and campaign optimization. Vinted’s proven campaign structures and strategies were used to design these campaigns, delivered as In-Feed Ads that blended seamlessly into users’ “For You” feeds. Two campaigns were launched: one aimed at optimizing app installs and the other at sign-ups. Throughout, the Vinted team managed budgets and refreshed creatives through TikTok Ads Manager.

Research Study: Time Well Spent on TikTok

Recent research highlights that TikTok users find significant value in their time spent on the platform, often prioritizing it over other activities. According to the TikTok Marketing Science Global Time Well Spent Study conducted by Kantar, 35% of TikTok users report spending less time watching TV or other video content since they started using the app. Additionally, 45% say they spend less time on dating apps, and 46% engage with TikTok content without any other distractions, compared to 37% on competing platforms. These insights emphasize TikTok's unique ability to captivate and retain users’ attention, making it an invaluable tool for marketers looking to connect with an engaged audience.

TikTok: A Hub for Solo Engagement

According to the TikTok Marketing Science Global Time Well Spent Study conducted by Kantar, TikTok has become a significant platform for solo activities. The study reveals that 59% of users turn to TikTok to learn about current events or trends, while 60% use it to discover new recipes or DIY projects. Additionally, 69% of users follow creators, and a substantial 71% watch videos alone. These findings highlight TikTok’s role as a personal entertainment and learning tool, providing users with valuable content that keeps them engaged independently.

TikTok: A Social Experience with Friends and Family

Kantar's research reveals that TikTok is not just for solo engagement but also enhances social experiences with friends and family. According to the TikTok Marketing Science Global Time Well Spent Study, 67% of users share videos when viewing TikToks together, while 66% participate in hashtag challenges. Additionally, 65% join in on trends or pranks, 61% message friends, and 57% learn new dances. Furthermore, 56% of users film TikToks, and 55% create original content. These activities highlight TikTok’s role in fostering social interaction and collaborative creativity.

TikTok Drives Engagement and Consumer Action

TikTok is proving to be a powerful platform for driving user engagement and consumer action. According to the TikTok Marketing Science Global Time Well Spent Study conducted by Kantar, 81% of users plan to spend the same amount or more time on TikTok. Impressively, 92% of users take action after watching a TikTok, such as liking or commenting on a video, sharing it with friends, following a brand, or purchasing/researching a product. Additionally, 25% of users make a purchase or research a product after watching TikTok content. These statistics highlight TikTok's effectiveness in engaging users and influencing their purchasing decisions

Generation Z is Leading the Charge on TikTok

Generation Z is at the forefront of TikTok’s user base, significantly shifting their media consumption habits. According to the TikTok Marketing Science Global Time Well Spent Study conducted by Kantar, 41% of Gen Z users listen to fewer podcasts after joining TikTok, and 33% watch less TV. Furthermore, 50% of users follow TikTok creators after watching their content, and 25% have purchased or researched a product advertised on the platform. These trends underscore TikTok's influence on Gen Z, making it a critical platform for marketers targeting this demographic.

The Power of TikTok Influencers

TikTok users spend an average of 52 minutes per day on the platform, paying close attention to their favorite influencers. When a TikTok star recommends a brand, their followers take notice. A study conducted by TikTok in March 2021 found that 50% of young users follow creators after browsing TikTok, and 25% start researching products or make purchasing decisions based on TikTok ads.

With its expected growth in the coming years, TikTok is set to dominate the global marketplace. Therefore, it's wise to start leveraging TikTok Marketing now.

So how to create a successful TikTok Marketing Strategy?

A right TikTok Marketing Strategy must go through 5 following steps:

1. Define your goal and type of branded content
2. Collaborate with TikTok Influencers
3. Understand and take advantage of TikTok Trends
4. Track engagement with TikTok Analytics tool
5. Make use of TikTok Advertising

#1 Define Your Goal and Type of Branded Content

Firstly, consider your reasons for why you want to access TikTok. TikTok audiences usually enjoy short-form videos to watch honest, inspiring, and humorous material. So you should utilize this channel to expand your brand’s voice via product reviews and user-generated content (UGC). People visit TikTok for lighthearted fun rather than professionally produced videos. Also, one of the most popular content for brands is showing your behind-the-scenes footage to demonstrate what goes into creating your brand. This perspective will also display what it’s like to work for your brand. You could film footage from campaign shoots, influencers unwrapping items, lip-syncing to related voices, and staff having fun on the job for your TikTok channel.

#2 Collaborate with TikTok Influencers

Consumers are now searching for TikTok content that entertains and educates them since influencer marketing has transformed into a creator-driven world. Your brand should work with creators who can bring your marketing message to audiences in meaningful ways. Your collaborated influencer does not have to be a big TikTok star. They should be the ones that not only have suitable images for your brand but also fit your desired budget. Therefore, it is important that you research influencers and your competitors’ channels.

#3 Understand and take advantage of TikTok Trends

One of the most crucial aspects to consider when determining how to go viral on TikTok and developing your plan to jump on trends. Keep an eye on what’s hot on For You tab to adapt the material to your brand voice. Make it a habit to view the first ten videos and look for consistency in hashtags, sounds, special effects, and transitions.

#4 Track Engagement with TikTok Analytics Tool

Every TikTok account has analytics that show metrics like reach, views, and shares. Using TikTok For Business, you can gain insights into your target audience and create more engaging content. These analytics eliminate guesswork from your strategy and help you identify and strategize your KPIs better. TikTok’s in-app metrics are classified into four types:

• Overview: Monitors engagement and follower count.
• Content: Tracks your most popular videos.
• Followers: Provides audience growth and demographic details.
• Live: Displays information from live videos.

Global data points, such as hashtag views and the Discover page, allow you to monitor trend performance over time, helping you decide if a trend is still relevant and worth creating content for.

#5 Make Use of TikTok Advertising

TikTok advertising is a highly effective way to optimize your marketing plan and connect your channel to a broader audience. Various ad formats allow brands to tailor their campaigns to specific needs, making it an ideal choice to drive traffic to your page. Creating an ad campaign involves:

• Identifying the purpose
• Establishing a budget
• Picking placements
• Targeting the appropriate audience
• Determining your bidding approach

Once these steps are completed, you can start creating your ad.

Examples of Successful TikTok Marketing Strategies

Duolingo, Crocs, and CashApp are prime examples of brands that have thrived on TikTok through excellent marketing strategies. TikTok’s creative and independent environment provides a unique playground for users and brands alike.

Duolingo

Duolingo has successfully leveraged TikTok to gain 1.5 million followers in a year. The company’s social media team uses slightly unhinged content to resonate with TikTok’s audience. While this strategy is common on TikTok, many businesses struggle to adopt the edgy humor necessary to boost brand reach.

Duolingo has successfully transformed from a well-known language study app to a household name, even among those who don't use the program. The secret? Embracing their target audience and leveraging TikTok to create engaging, easy-to-understand content.

Duolingo’s mascot, Duo the owl, has become a TikTok trendsetter through quirky and humorous antics that resonate with users. By understanding the platform and its users, Duolingo has managed to captivate a broader audience, making language learning fun and accessible.

This approach not only boosts brand recognition but also showcases how a strong social media strategy can elevate a brand's presence beyond its core user base.

How Crocs Became a TikTok Sensation

Since debuting on TikTok in October 2019, Crocs has performed admirably, fully embracing the short video-sharing platform. From challenges and viral videos to advertisements, Crocs is all-in on TikTok.

A standout moment was the #ThousandDollarCrocs challenge with Post Malone in 2019, which garnered over 3 billion views. This challenge, along with other creative content, has solidified Crocs' presence on the platform, making it a trendsetter in social media marketing.

By leveraging TikTok's reach and appeal, Crocs has successfully connected with a broader audience, showcasing the power of innovative marketing strategies in driving brand engagement.

Crocs has effectively utilized TikTok Ads, particularly branded hashtag challenges, to connect and interact with customers. This sincere and innovative approach has paid off, resulting in over 2.9 million account likes and 400k followers.

Their campaigns, like the #ThousandDollarCrocs challenge, have not only driven engagement but also demonstrated how authentic, creative content can strengthen a brand’s presence on social media. By embracing TikTok's dynamic platform, Crocs has successfully expanded its reach and fostered a loyal online community.

Cash App's Viral Success on TikTok

Cash App, operated by Square, has taken TikTok by storm with a viral marketing campaign. In December, the company launched an influencer marketing strategy, collaborating with high-profile TikTok creators, including members of popular "collab homes" like Sway LA and the Hype House.

Using the hashtag #cashappthatmoney, these influencers created engaging videos promoting the mobile payment app. This campaign successfully increased Cash App's visibility and appeal, leveraging TikTok's platform to reach a younger, tech-savvy audience.

By tapping into influencer marketing, Cash App has demonstrated the power of strategic social media campaigns in driving user engagement and expanding its customer base.