The ultimate TikTok marketing guide for brands | Khoros (2024)

If your brand isn’t using TikTok for social media marketing, it should be. Just in 2023, TikTok reached 1.5 billion users, a 16% increase from the previous year, and is predicted to reach 2.25 billion users by 2027. That kind of reach alone makes TikTok marketing extremely valuable, and brands have taken notice.

Besides being the fastest-growing platform, it’s an app where authentic, organic content does well and brands can reach younger generations. Nowadays, 73% of consumers prefer to watch short-form videos to learn about a product or service.

If you’re unsure of how to get started with TikTok marketing, keep reading to learn how to set up your business account, the best practices to nail your TikTok marketing strategy, and what brands are killing it for inspiration.

What is TikTok marketing?

TikTok marketing is exactly what it sounds like — using the popular social media platform to promote a brand, product, or service through short-form video content. Types of marketing on TikTok include paid advertising, organic content (such as user-generated content), and influencer marketing. You’ll notice that the content on TikTok tends to be much different than the content you’d post on other social media channels, but this is one of the many reasons why social media marketing on TikTok stands out above the rest.

Why is TikTok good for marketing?

TikTok marketing isn’t like marketing on other social media channels; businesses have to buy into existing trends and make their content not only relevant but casual and entertaining. But TikTok is here to stay, so marketers need to find ways to tailor their content to the platform. Here are a few reasons why TikTok is good for marketing:

  • Every video has a chance to go viral – TikTok’s algorithm is based on content discovery rather than what your friends are posting. The For You Page feed provides brands with opportunities to reach a wider audience compared to other platforms.

  • People are buying what they see – TikTok users are 1.5x more likely to go out and buy something they found on the platform. There’s even a popular hashtag #TikTokMadeMeBuyIt.

  • Abundant influencer marketing opportunities – Influencer marketing on TikTok is big, with a wide array of creator choices. TikTok is unique in the fact that even micro and nano influencers can make a large impact on your brand and target audience.

  • Reach Gen Zers effectivelyMarketing to Gen Z is difficult but TikTok opens up a whole new market with this generation dominating the platform. While Gen Zers aren’t too keen on ads, 68% of TikTok users find advertising content on TikTok unique or different from any other platform.

How to set up a TikTok business account

TikTok for Business launched in 2020, providing brands access to real-time metrics and audience insights. Compared to a creator account, TikTok business accounts get access to analytics, an e-commerce storefront, email contact, a post scheduler, and a website link that can be added to your profile. Although business accounts have limited access to sound clips, they still provide an edge to the regular creator account. Here’s how to start your TikTok channel:

Step 1: Download the TikTok app and create a new account

Of course, you’ll want to download the TikTok app and choose a method to sign up. Then, to set up a free business account you’ll go to your TikTok profile and tap the hamburger-style icon in the upper right-hand corner. From there, select the Settings and Privacy tab. Choose Account then tap Switch to Business Account. Be sure to choose the category that best fits your brand to receive relevant content and solutions.

Step 2: Edit your account information

You’ll have options to upload your brand logo as the profile picture, add a short bio, and include your full brand name. If your brand name just so happens to already be taken (remember: billions of users), include something that your audience will recognize in your username. We opted for @khorosdigital, for example.

The ultimate TikTok marketing guide for brands | Khoros (1)

Now it’s time to promote your new TikTok account on your other social media channels to garner excitement from your established audience and to help migrate followers. You’ll want to reach 100 followers as soon as possible. Once you reach 100, you get access to helpful TikTok insights and analytics, such as engagement metrics, which of your videos are trending, and certain audience demographics like gender, top territories, and follower activity. Once you reach 1,000 followers or complete the Business Registration process, you can add a website link to your profile page.

Step 4: Get familiar with TikTok business tools

Business accounts get access to a suite of helpful creator tools, like the Creator Portal and Business Content Guide, which both house educational resources. There’s also a hub for any promotions you might be running and a tab to manage your message settings.

Step 5: Organize your TikTok account

Lastly, some best practices to keep in mind after you’ve got a few videos under your belt include pinning videos and creating playlists. Pinned videos are similar to pinned tweets. They’ll appear first in your video grid and help direct new followers to any important updates you’d like to share. You do not have to select three videos to pin, but it does look the best visually.

Creator Playlists are another helpful feature that allows you to group similar TikToks together above your pinned videos. For example, you could label one playlist “Products” and add videos that feature the same products or services.

How to market on TikTok: Best practices for brands

Spend time on the app

Creating a successful TikTok marketing strategy starts with getting familiar with the app. Specifically, explore the unique features of the app and see if you notice any trending filters, sounds, or challenges by scrolling on the For Your Page or getting a bird’s eye view on the Discover page. Not only will this help inform your content strategy, but you can get a sense of what videos do well on TikTok.

This is also a great time to see if your competitors are on TikTok. If they are, check out what content is and isn’t working for them. You can even look at influencers that are similar to your brand’s niche.

Define your target audience

Before you start creating your own short-form video content, you need to determine your target audience. It’s important to take a look at TikTok’s demographics and identify who could resonate with your brand. According to Statista, the majority of TikTok users are 18-24 years old (both female and male), with 25-34-year-olds falling closely behind.

The ultimate TikTok marketing guide for brands | Khoros (2)

With this in mind, conduct your audience research on other social media channels and look for any overlap on TikTok. It’s possible your target audience is not on TikTok or it may be entirely new. But once you know who you’re trying to reach, see what types of content they engage with the most.

Set goals

Like any marketing strategy, you need to set goals that are in line with your business objectives and are measurable. Some goals may be reaching a new audience, increasing brand awareness, or developing stronger customer relationships. Whatever they may be, make sure to explore the various metrics you can measure in the TikTok Analytics section in your settings.

Post regularly

TikTok is a platform that favors creators who post consistently. In fact, TikTok recommends posting 1-4 times a day. That might feel like a lot, but remember the type of videos on TikTok don’t need to be polished productions. Shorter videos — in the 15 to 60-second range — tend to do better as well. Start with a goal of posting at least two times a week as you first get started, just make sure to stick to a consistent schedule.

Take advantage of TikTok influencer marketing

Many brands choose to work with influencers on TikTok to increase brand awareness, which also provides brands with user-generated content they can publish on their own social media. You can send your product to creators in exchange for a potential feature, collaborate on a video (these cost a lot more), or partner up with a mega influencer or celebrity on a new product line (they’ll get a cut of the profits).

The ultimate TikTok marketing guide for brands | Khoros (2024)


Is TikTok marketing right for your brand? ›

TikTok gives you creative freedom for your brand's marketing campaigns. TikTok is a great platform for brands to engage with their audiences in a fun and informal way. With TikTok, you can create content that aligns with your brand's values and identity.

What is the brand awareness strategy of TikTok? ›

To build brand awareness on TikTok, create authentic, engaging content that resonates with younger audiences. Utilize trending challenges, music, and effects to capture attention. Collaborate with influencers and participate in viral trends to reach a wider audience.

What brands spend the most on TikTok? ›

Amazon, Apple, Comcast, DoorDash, and The Walt Disney Company spent the most money advertising on the platform in 2023. On average, 11,800 companies spent $318 million per month. Ad spend climbed throughout the year, hitting $896 million in Q2 and $962 million in Q3.

Is TikTok marketing worth it? ›

Whether TikTok ads are worth it depends on various factors such as your target audience, advertising goals, budget, and creative strategy. TikTok ads can completely transform a business, but it may not be the best option to commit your time to if you do not have a big budget or a marketing strategy.

Why is TikTok marketing so effective? ›

TikTok users spend an average of 52 minutes per day on the app, and ads can be placed in front of users who are already consuming video content. This makes TikTok ads a highly effective way to increase brand awareness, drive traffic to your website, and ultimately, generate sales.

How much does TikTok ads cost? ›

The average CPM on TikTok is $9.16 (as of November 2023). TikTok advertising prices start at $0.50 CPM and $0.02 cost per click. A minimum budget of $500 is required to spend on a campaign, with a minimum daily budget of $50 at the campaign level and a minimum of $20 per day at the ad group level.

What is the power of TikTok marketing? ›

TikTok has created an engaging ad experience that gives users full control. As a result, brands reach users more effectively than in other video ad environments—and in a shorter span of time.

How many followers do you need on TikTok to get brand deals? ›

Brand deals: TikTok creators with any size audience can score deals with brands, though having a minimum of 10,000 followers is a good starting point for getting larger paychecks.

How much do brands pay per TikTok? ›

Roughly speaking, the average TikTok influencer pricing per post is: Nano-influencer: $4–$25. Micro-influencer: $50–$200. Macro-influencer: $793+

How much do brands pay to advertise on TikTok? ›

TikTok Ads CPM

According to the platform rules, the average pricing of the Cost Per Mile starts at $10 per 1,000 views, and there is a minimum cap of $500 per campaign to be spent.

How does TikTok creator MarketPlace work for brands? ›

The MarketPlace allows you to search for content creators by region, interests, and even TikTok trends. It enables you to easily find creators who can produce quality content that will resonate with your target audience. Simply find a few creators you think would be a good fit for your brand.

How can brands utilize TikTok to gain exposure to new audiences? ›

Consider launching challenges, contests, or campaigns that encourage users to generate their own content using your products or services. 3. Collaborate with Influencers: Partnering with TikTok influencers who align with your brand values and target audience can help amplify your reach and credibility.

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