As TikTok continues to redefine the rules of engagement in the digital world, brands find themselves at a crossroads—either adapt swiftly or risk fading into obscurity, particularly among younger audiences.
This fast-changing platform demands more than just a basic understanding of content creation; it requires a strategic, informed approach to genuinely connect with an audience that prizes authenticity and creativity above all. Here, the stakes are high, but the opportunities for impact are even higher, providing a fertile ground for brands and digital rights holders willing to embrace TikTok’s playful and sometimes unpredictable nature.
What is TikTok marketing?
TikTok marketing is all about leveraging TikTok, a dynamic social media platform, to promote your brand, products, services or content in a way that feels organic and engaging to the TikTok audience. It involves creating content that resonates with users, using the app's unique features like short videos, trending music, and creative filters to capture attention and encourage interaction.
At its core, TikTok marketing is about understanding what makes the platform tick: its predominantly young audience who crave authentic, entertaining content. Brands succeed by blending creativity with strategic placement, ensuring their messages are seen by the right people at the right time. Whether it's through influencer partnerships, branded challenges, or user-generated content campaigns, the goal is to create a buzz and make a lasting impact on viewers.
Successful TikTok marketing requires a deep understanding of the platform's fast-paced environment and a willingness to embrace its playful and often unpredictable nature. This involves regular organic content updates, engaging directly with followers through comments or duets, and keeping up with the latest trends that dictate the TikTok culture. Brands that do well on TikTok are those that speak its language—fast, fun, and visually appealing.
Here at Little Dot, we know TikTok. In fact, it took us just three weeks to reach 300k followers on the FA Cup’s official TikTok account! Reach out to the team to learn more about how we craft, distribute and amplify content for some of the world’s biggest brands.
What does the TikTok algorithm prioritise?
Understanding the TikTok algorithm is key to mastering TikTok marketing. The algorithm determines what content gets shown to users, and it primarily focuses on user engagement and relevance. Here’s what you need to know about how the TikTok algorithm prioritises content:
- User Interaction: The algorithm pays close attention to how users interact with content. This includes likes, comments, shares, and the length of time they watch a video. Videos that capture and hold users' attention for a longer duration tend to get a boost in visibility.
- Video Information: The content of the video itself, including captions, sounds, and hashtags, plays a significant role. Using trending sounds and trending hashtags can help increase a video’s reach as the algorithm tries to match content with users' interests based on these elements.
- Device and Account Settings: The algorithm also considers user settings such as language preference, country setting, and device type to tailor content. While these factors may have less impact than direct interactions or video content, they help optimise the user experience by aligning the content with the user’s environment.
- Freshness of Content: New content is often prioritised to keep the feed dynamic and engaging. Regular posting is encouraged as the algorithm favours active users and fresh content, helping to increase the chances of virality.
11 Tips for Building an Effective TikTok Strategy in 2024
Understand Your Audience
Start with thorough research on your target demographic. Use TikTok’s built-in analytics to get a deeper understanding of your audience's preferences, behaviours, and engagement patterns. This will help you tailor your content and messaging to meet the specific interests and needs of your viewers.
Leverage Trending Content and Sounds
One of TikTok's unique features is its trend-driven culture. Engage with current TikTok trends, but also plan for upcoming trends by monitoring viral forecasts and seasonal topics. Using trending sounds and hashtags can significantly increase your content's reach and visibility.
Engagement is Key
Focus on creating content that encourages interaction. This includes using calls-to-action like asking viewers to comment, share, or create their own responses to your videos. Engaging content often includes challenges, questions, or use of interactive TikTok features like polls or duets.
Content Cadence and Consistency
Consistently posting content is crucial. Aim for a frequency that keeps your brand top of mind but doesn't sacrifice quality. A regular posting schedule helps maintain engagement and grows your following over time.
Plan and React
Emphasise a reactive content strategy by monitoring trends daily and building weekly trend reports. Quickly creating content that leverages these trends can make your brand more agile and relevant, allowing you to capitalise on viral moments.
Creative Engagement Tactics
Implement creative engagement strategies such as using "reply with video" features to foster deeper interaction. This can help build a more intimate community and enhance viewer loyalty by mirroring user behaviour on the platform.
Optimised Content Presentation
Focus on creating platform-optimised content that compels viewers to engage. This includes refining how content is presented, from the pacing of video clips to the integration of engaging visuals and sound.
Content Diversification
Experiment with various content types to maintain viewer interest and engagement. This might include behind-the-scenes footage, day-in-the-life videos, and other content forms that provide a fuller, more engaging brand story.
Optimise for the Platform
Each social platform has its nuances, and TikTok is no exception. Create native content that feels authentic to TikTok – quick, entertaining, and visually appealing. This might include everything from the shot composition to the editing style that resonates with TikTok users.
Community Management
Active community management is vital. Engage with your audience as your posts go live. High visibility replies and interaction as reach grows can push your content further in the algorithm, enhancing engagement and building a loyal community.
Track and Adapt
Continuously monitor the performance of your campaigns and be ready to pivot or adapt your strategy based on what the data tells you. What works today might not work tomorrow, so stay agile and responsive to what your analytics are telling you.
TikTok Marketing Ideas and Examples
To effectively engage with audiences on TikTok, it's crucial to have a dynamic and creative marketing strategy. Here are several impactful TikTok marketing ideas that you can implement to boost your brand's presence and engagement:
- Hashtag Challenges: Launching a branded hashtag challenge is a powerful way to encourage user-generated content and increase brand visibility. Challenges should be fun, easy to participate in, and relevant to your brand. Encourage participation by promoting the challenge across your other social media platforms.
- Trending Sounds: Use trending sounds or create your own branded sound to enhance your videos. TikTok's algorithm often prioritises content with popular sounds, increasing the likelihood of your content being seen by a larger audience.
- Influencer Collaborations: Partner with TikTok influencers who align with your brand to reach a broader or more targeted audience. Influencers can help authenticate your message and extend your reach within their loyal follower base.
- Educational Content: Share tips, how-tos, or educational content that adds value to your audience’s TikTok experience. This type of content not only informs but also positions your brand as an expert in your field.
- Behind-the-Scenes Content: Give viewers a peek behind the curtain of your business or production process. This type of content humanises your brand and fosters a deeper connection with your audience.
- Interactive Live Streams: Go live on TikTok to interact with your audience in real time. Use this feature to host Q&A sessions, product demonstrations, or simply engage in casual conversation with your followers.
- Creative Product Displays: Showcase your products in action through creative and visually appealing videos. Demonstrate the benefits of your products or show them in unusual or unexpected settings to grab attention.
- Seasonal and Event-Based Content: Create content that aligns with seasonal events, holidays, or current news. This keeps your content relevant and timely, which can lead to increased engagement.
Dr Martens: Made Strong. Made to Last.
@drmartens We’ve been Made Strong since 1960. But our wearers redefine that strength every day. What do you think strong means today? #DrMartens #WEAREMADESTRONG
♬ original sound - Dr. Martens - Dr. Martens
Little Dot Studios leveraged TikTok alongside YouTube for Dr. Martens’ latest campaign, "Made Strong. Made to Last." By sharing an insider’s view of how their iconic 1460 boots are made, they struck a chord with TikTok's audience who love getting a behind-the-scenes look. This smart move shows how brands can connect more deeply with their followers by using TikTok’s love for genuine, relatable content to enhance traditional marketing strategies.
Formation Games: Let’s Settle It and Meet the Clubs
@club_app What are you eating on a matchday? #premierleague #clubowner #football #fyp #foryoupage #lfc #football
♬ original sound - Club Game
Little Dot Studios developed two TikTok series as part of their investment in Formation Games, who were launching a new digital football club ownership game called CLUB in 2023. The series aimed to engage a young demographic on TikTok by exploring interesting aspects of football club ownership and sparking conversations around football culture. The series included "Let's Settle It," featuring debates on football topics, and "Meet the Clubs," which provided deeper insights into how different clubs operate, enhancing fan connection to the sport.
TikTok Strategy Template
TikTok, like any social media platform, has its own peculiarities, audience expectations, and content best practices. While jumping on trends and events as part of a reactive strategy is a core part of TikTok success, planning is still essential. Here is a starter template to help guide your initial TikTok strategy and planning:
Goals and Objectives
Start by defining clear goals for your TikTok channel, especially as they feed into strategic goals for your department and/or organisation. Whether it's increasing brand awareness, driving website traffic, or boosting sales, clearly outline what you hope to achieve.
Target Audience
Identify your target audience on TikTok. This can include listing out demographics, interests, and behaviours. Understanding your audience will help you create content that resonates with them and drives engagement.
Content Strategy
Develop a content strategy that aligns with your goals and target audience. Consider the types of content you'll create, such as hashtag challenges, influencer collaborations, or behind-the-scenes videos. Identify key themes, branded series, content repurposing efforts and events. Plan out a content calendar to ensure consistency and variety in your posts.
Branding and Messaging
Define your brand's tone, voice, and messaging for TikTok. Ensure that your content reflects your brand identity and values, but also resonates with how your audience interacts on TikTok.
Creative Execution
Brainstorm creative ideas for your TikTok content, keeping in mind current trends, popular sounds, and creative formats. Experiment with different styles and approaches to see what resonates best with your audience. You might also extend this into a formal testing strategy to see which content elements generate the most views and engagement.
Engagement/Community Strategy
Develop a strategy for engaging with your audience on TikTok. This may include responding to comments, participating in hashtag challenges, or hosting live Q&A sessions. When the time comes to execute your content calendar, these efforts can also be used as a checklist for each post to ensure you’re maximising engagement and account growth.
Measurement and KPIs
Determine how you'll measure the success of your TikTok marketing efforts. Outline key metrics such as views, likes, shares, and comments to gauge performance and make data-driven decisions.
Optimisation and Iteration
In this section of your strategy, consider what you want to try out on TikTok and create a plan for how you’ll test and iterate. Continuously optimise your TikTok strategy based on performance data and audience feedback. Experiment with different tactics, content formats, and posting times to find what works best for your brand.
Create, Distribute and Monetise Your TikTok Presence With Our Team of Content Superfans
At Little Dot Studios, we specialise in crafting TikTok content for some of the world's leading brands, using a fan-centric approach that is both authentic and captivating.
Our strategy is built from the ground up with TikTok's unique platform, its dynamic audience, and specific performance metrics in mind, ensuring each video we create makes a significant impact. From scripting to directing TikTok influencers—whether in person or remotely—our team of content superfans guarantees that every piece resonates strongly with its target audience.
If you're aiming to boost your brand's digital presence on TikTok with vertical videos that not only capture but also engage viewers, contact our team today.
