The right way to Create a Profitable TikTok Advertising Technique for 2022

The ability of TikTok can’t be underestimated. Moreover being the procrastination software of selection for a lot of a teen, the app has had a profound impact on sound and culture within the trendy world — and savvy companies all over the place need to get in on the motion (and cash, in fact) by way of TikTok advertising.

The video app will not be an excellent match for each model, particularly in case your audience and TikTok user demographics don’t overlap. However many companies have discovered success advertising on TikTok — from Chipotle to Crocs to the NFL.

A variety of the most important model moments on TikTok are unintended. In Fall 2020, Ocean Spray gross sales and Fleetwood Mac streams skyrocketed after Nathan Apodaca kickstarted the #DreamsChallenge on a longboard ride to work.

However don’t fear. Even for those who’re not a type of fortunate manufacturers that by chance stumbles into TikTok fame, you’ll be able to nonetheless construct a profitable presence on the platform. Maintain studying to learn to set TikTok up for enterprise, methods to deal with TikTok influencer advertising and extra.

What is TikTok marketing?

TikTok marketing is the practice of using TikTok to promote a brand, product or service. It can include different tactics, like influencer marketing, TikTok advertising and creating organic viral content.

TikTok marketing can help businesses:

  • Increase brand awareness
  • Build engaged communities
  • Sell products and services
  • Get feedback from customers and audiences
  • Provide customer service
  • Advertise products and services to target audiences

Here are the three major types of marketing brands use on TikTok.

TikTok influencer marketing

TikTok influencer marketing is a big part of the app’s ecosystem. Mega-stars like Charli D’Amelio, Addison Rae, and Zach King could make a big impact on the success of a enterprise (tens of tens of millions of customers watch their content material each day).

However you don’t want a high-profile influencer for profitable advertising—attempt to uncover rising stars, or influencers in your area of interest. For instance, a small cosmetics model primarily based in Vancouver would possibly search up the hashtag #vancouvermakeup and discover influencers like Sarah McNabb.

Creating your individual TikToks

This feature offers you probably the most freedom. Create a Enterprise TikTok account in your model (preserve scrolling for detailed step-by-step directions) and begin making your individual natural content material.

The sky is really the restrict right here—you’ll be able to submit every part from exhibiting off your merchandise to day-in-the-life videos to bop challenges. Spend a while scrolling by way of your For You web page for inspiration.


👀 👀 👀 #vessi #vessifootwear #vessieverydaymove #newshoes #falloutfits #photoshoot #fallinspo #fyp

♬ im obsessed –

TikTok promoting

If you happen to’re searching for a spot to start out and have some cash to take a position, that is it—TikTok’s web site is filled with success stories from manufacturers that began promoting on TikTok, together with Aerie, Little Caesars and Maybelline. Much like Fb and Instagram, the price of TikTok adverts is predicated on a bidding mannequin.

Learn our full information to promoting on TikTok here.

The right way to arrange TikTok for Enterprise

TikTok opened a TikTok for Business hub in summer time 2020 and rolled out TikTok Professional a number of months later.

Initially, there was a distinction between the 2—one was for companies, the opposite for growth-savvy creators—however since each hubs offered nearly the identical sort of insights, TikTok finally mixed them.

Now, TikTok for Enterprise is the one technique to go. With a enterprise account, you’ll be able to add extra data to your profile and entry real-time metrics and viewers insights.

The right way to create a TikTok enterprise account:

  1. Go to your profile web page.
  2. Open the Settings and Privateness tab within the prime proper nook.
  3. Faucet Handle account.
  4. Below Account management, select Swap to Enterprise Account.
  5. Select the class that finest describes your account—Tiktok presents classes from Artwork & Crafts to Private Weblog to Health to Equipment & Tools.
  6. From there, you’ll be able to add a enterprise web site and e mail to your profile, and also you’re able to roll.

The right way to promote on TikTok

Making an official advert on TikTok (in different phrases, paying TikTok instantly for advertising) is a surefire technique to get extra eyes in your content material. You’re not taking the prospect that an influencer partnership would possibly flop.

Sorts of Advertisements obtainable on TikTok

We’ve written about all of the several types of TikTok ads earlier than, however right here’s a fast and soiled 101.

In-feed adverts are adverts that you just make your self. Sorts of in-feed adverts embody picture adverts (that are like a billboard), video adverts (like a TV business) and spark ads (boosting the content material you have already got, so it reveals up on extra folks’s feeds). There’s additionally pangle ads and carousel adverts, that are solely obtainable by way of TikTok’s Viewers Community and News Feed apps, respectively.

Advertisements for managed manufacturers would possibly appear like in-feed adverts, however there’s extra formatting obtainable to of us who work with a TikTok gross sales consultant (you’ll be able to contact them to see for those who’re an excellent match).

The additional advert codecs embody Topview adverts (they play whenever you first open the app and may’t be skipped, like a Youtube advert), branded hashtag challenges (an actionable hashtag that’s related to your model) and branded results (like stickers and filters).

I accomplished this piercing whereas attempting not to have a look at the shopper 😂 #StartUpShowUp #piercings #piercertok

♬ Look at all these beautiful people using my sound – •ᴍʀs ᴄʟɪɴᴇ ᴘᴀɴᴋᴏᴡ•

That is an instance of a branded hashtag problem sponsored by Microsoft. Whereas a few of the movies below the #StartUpShowUp hashtag had been paid for by the model, different customers (just like the one above) quickly hopped on the development, promoting Microsoft without cost.

The right way to make a TikTok Advert Account

If you happen to plan to run adverts on TikTok, you’ll must create an advert account for TikTok Advertisements Supervisor.

To try this, go to, click on Create Now and full your data. (It’s simply the fundamentals: nation, business, enterprise identify and speak to data.)

The right way to create a TikTok advertising technique

TikTok tendencies can appear random — bear in mind the Adult Swim trend that took over TikTok in summer time 2021? And there’s no such factor as a surefire advertising technique. Nonetheless, there are reliable steps you’ll be able to take to assist your small business kill it on the app.

Right here’s methods to develop a TikTok advertising technique that’s made to adapt alongside your TikTok journey.

Get accustomed to TikTok

It might be fallacious to strategy TikTok advertising the identical manner you strategy Instagram or Facebook marketing. TikTok is a completely completely different social community with distinctive tendencies, options, and person behaviors.


Like would you like a 🍪 #fyp #relatable


Spend a while getting sucked in by TikTok movies (beginners, start here). Discover the completely different options obtainable on the TikTok app, and be aware what filters, results and songs are trending. Maintain a watch out for Branded Hashtag Challenges, which mainly contain a music, dance strikes, or a activity that members are challenged to recreate (mainly, TikTok’s spin on person generated content material). Don’t overlook TikTok’s Duets characteristic both.

Learn up on the TikTok algorithm, too. Understanding how TikTok ranks and shows movies within the For You tab can inform your content material, hashtag, and engagement technique.

Get the complete lowdown on how the algorithm works here. You too can brush up on all issues TikTok by taking programs within the TikTok Business Learning Center.

Outline your audience

Who do you hope to achieve on TikTok? Earlier than you begin creating content material, study in regards to the TikTok demographics, and determine those that is likely to be excited about your model.

TikTok is hottest with teenagers, however it might be a mistake to put in writing TikTok off as a teen app. The 20-29-year-old cohort follows shut behind youngsters within the U.S. In China, “glam-mas” are exhibiting that vogue solely will get higher with age. Trying to increase your attain in India? You might wish to rethink. The video sharing app has been banned there since June 2020.

Statistic: Distribution of TikTok users in the United States as of March 2021, by age group | Statista
Discover extra statistics at Statista

Spend a while researching your audiences on different social media platforms and search for overlap on TikTok. However don’t rule out new or surprising audiences. Your present viewers will not be on TikTok, however possibly there are subgroups with associated or barely completely different pursuits on the platform. For instance, a kids’s books writer’s viewers might include authors on LinkedIn, readers on Instagram, and illustrators on TikTok.

When you’ve zeroed in on a possible viewers, analysis what kinds of content material they like and have interaction with. Then begin to brainstorm content material concepts in your model.

Carry out a aggressive audit

Are your opponents on TikTok? If they’re, you would be lacking out on the motion. In the event that they aren’t, TikTok could also be a technique to achieve a aggressive benefit.

Whether or not or not your opponents are on the platform, discover at the very least three to 5 related manufacturers or organizations and see what they’re as much as on the app. Attempt to study from what’s labored and what hasn’t labored for them. If it’s useful, use the S.W.O.T. framework to determine every competitor’s strengths, weaknesses, alternatives, and threats.

As a result of TikTok is a creator-led platform, don’t rule out together with TikTok stars and influencers on this train. Discover personalities specializing in your space of experience, from cosmetics to medication or schooling and literature.

Study extra in our complete guide to running a competitive analysis on social media (free template included).

Set objectives that align with your small business targets

You possibly can create TikToks only for enjoyable, however it’s higher to have objectives in thoughts that may be tied to your general enterprise targets.

Whether or not you propose to achieve a brand new viewers, enhance model picture, promote consciousness for a product, or develop stronger buyer relationships by way of engagement, it’s vital to again your efforts with a rationale. Think about using the S.M.A.R.T. goal framework, or one other template, to set objectives which are: Particular, Measurable, Attainable, Related, and Well timed.

Like most social platforms, TikTok supplies analytics for Enterprise accounts. To entry your TikTok analytics:

  1. Go to your profile web page and faucet the three horizontal traces within the higher proper.
  2. Faucet Creator Instruments, then Analytics.
  3. Discover the dashboard and discover the metrics you need to use to measure your objectives.

Read our complete guide to TikTok Analytics.

Publish commonly

Making a content material calendar—and sticking to it—is vital to a profitable social media technique. Your TikTok content material calendar will look much like a real-life calendar, however as an alternative of “Dinner with Dad” and “Canine’s Half-Birthday” you’ll plan issues like “Go Dwell” or “New Video.” There’s loads of instruments on the market to get you began (we’ve created a free social media calendar template).

Observe your progress

Analytics aren’t simply the right place to begin for advertising on TikTok: they’re additionally a simple technique to gauge whether or not or not your methods are working. Examine in at the very least as soon as a month and see for those who’re reaching your objectives.

If you happen to aren’t, think about testing completely different sorts of posts—possibly an obvious ad for the Arkells isn’t fairly as compelling as a video of a musician hitting a fellow member of the orchestra with his drumstick (these TikToks have lower than 600 and extra that 1.4 million views, respectively).


Oops… 🤣 #orchestra #fail (By way of @FUNNY VIDEOS)

♬ original sound – MuchMusic

You possibly can monitor your progress utilizing a social media report.

Create area to experiment

There’s no such factor as a components for going viral on TikTok (however you’ll be able to follow our tried tips to increase your odds).

Depart area in your TikTok advertising technique to be artistic, have enjoyable, and glide.

On this video, Wendy’s jumped on a (slightly shortlived, however sizzling whereas it lasted) 2021 development of flaunting intricate pantry group routines:


Oddly satisfying. Oddly mouthwatering. Ought to that be our new tagline?

♬ original sound – Wendy’s

If one thing flops, study from it and transfer on to the following experiment. In case your model finally ends up by chance trending like Ocean Spray or Wendy’s, benefit from it. Be in on the joke. Don’t plan to be taken too critically on TikTok.

The right way to simply handle your model’s TikTok presence

With Hootsuite, you’ll be able to handle your TikTok presence alongside all of your different social media profiles. (Hootsuite works with TikTok, Instagram, Fb, Messenger, Twitter, LinkedIn, Pinterest and YouTube!)

From one intuitive dashboard, you’ll be able to simply:

  • schedule TikToks
  • evaluate and reply feedback
  • measure your success on the platform

Our TikTok scheduler will even suggest one of the best instances to submit your content material for optimum engagement (distinctive to your account!).

Study extra about methods to handle your TikTok presence with Hootsuite:

Develop your TikTok presence alongside your different social channels utilizing Hootsuite. From a single dashboard, you’ll be able to schedule and publish posts for one of the best instances, have interaction your viewers, and measure efficiency. Attempt it free immediately.

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