Alexis Kestler
After managing over $10 million in paid social media spends, I can definitively say that TikTok presents a marketer‘s dream – an engaged young audience still free of ad fatigue combined with a rapidly improving array of advertising products.
Brands playing on TikTok now have an unparalleled opportunity to generate awareness and relationships with the next generation of buyers poised to dominate consumer spending.
But a cookie-cutter approach won‘t unlock TikTok‘s potential. You need a strategy tailored specifically to the unique DNA of this one-of-a-kind platform.
That‘s why in this jam-packed guide, we‘ll cover 17 advanced methods for finding rapid growth and conversions on TikTok in 2023.
Why TikTok Should Be Your #1 Marketing Focus
Let‘s start by exploring what makes TikTok such fertile ground for driving business results compared to other social platforms.
Hyper-Targeted Algorithm: TikTok‘s "For You" algorithm analyzes viewing habits and interests to feed each user a personalized stream of content they simply can‘t resist scrolling through. This translates to laser-targeted ads based on what people show affinity for.
Favorable Demographics: Over 60% of TikTok‘s users fall into the coveted Gen Z and young Millennial cohorts. By winning over younger audiences now, you build brand loyalty for life.
Early Mover Advantage: Only ~10% of Small businesses leverage TikTok now according to Oberlo. By establishing your brand presence early, you benefit from less competition in the feed.
Compare these inherent advantages to the realities of ageing platforms like Facebook:
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With the stage set, let‘s explore tactics to land a breakout TikTok marketing campaign.
1. Hook Audiences with Magnetic Niche Content
Getting noticed on TikTok starts with compelling and addictive content…
Tactic #1: Jump on Trending Challenges
Challenges and hashtag-based memes spread like wildfire on TikTok. Identify relevant viral challenges and put your branded spin on them.
The #DealDash challenge generated 2.5 billion views largely from brands making videos about great deals.
Tactic #2: Film Vertically Optimized Mobile Video
Over 93% of TikTok consumption happens on mobile devices. Videos must be filmed and edited to fit mobile feeds in portrait orientation. Sites like InVideo allow easy vertical cropping.
Tactic #3: Remix Top Sounds Into Your Videos
Piggyback off popular TikTok songs and audio by working them into your video content. Quickly find trending tracks under TikTok‘s "Sounds" page sorted by latest hits.
Tactic #4: Post Consistently 2-3X Per Week
Posting 1 video per month won‘t get you far. Set a consistent publishing schedule for new content that follows user habits. 41% of TikTok users check the app multiple times per day!
2. Turn Followers Into Customers With Smart Profiles
Optimizing your TikTok presence drives tangible business goals.
Tactic #5: Include a Strong Call to Action Link in Bio
Your profile only allows one web link. Make it count! Feature your latest offer or promotional landing page.
Tactic #6: Showcase Personality and Values in Bio
Let TikTok fans glimpse what your brand stands for and your style by infusing personality into your profile through things like humor, emojis and mission statements.
3. Grow Fans Through Strategic Collaborations
Partnerships with influencers aligned to your brand pay off enormously on TikTok.
Tactic #7: Work With Nano and Micro Influencers in Your Niche
A recent study found the conversion rate from nano influencers was 7.2X higher over celebrity influencers.
Tactic #8: Structure a Multi-Phase Influencer Campaign
To generate continual content and momentum, contract influencers for:
Phase 1: Multiple organic video posts
Phase 2: One video ad read each
Phase 3: UGC video challenge
Pay bonuses for top performing content.
Tactic #9: Set Clear Expectations Upfront
Leave no grey areas by providing collaborators detailed creative directions and requirements covering content strategy, verbiage, hashtags, edits, legal and more through a media kit.
4. Reach Wider Audiences Through Ads
With a thriving ad platform, brands must incorporate paid tactics.
Tactic #10: Test In-Feed Video Ads
Familiar in-feed video ads now make up 70% of TikTok ad revenue. They mirror native content while being labeled as "sponsored". Use A/B testing to optimize creative.
Tactic #11: Run Brand Takeover Ads
These eye-catching full screen ads show for users first opening TikTok to announce product launches making up 10% of revenue.
Tactic #12: Launch Hashtag Challenges
Hashtag challenges drive a staggering 538% uplift for brand favorability through UGC content competitions.
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5. Continuously Analyze Performance and Learn
Tactic #13: Connect Conversion Tracking
Link ecommerce platforms to accurately track sales driven by TikTok, then double down on what works through reviewing analytics dashboard.
Tactic #14: Remarket Engaged Followers
Create audiences of video viewers, engagement likers, profile visitors and more for targeted remarketing campaigns across devices.
Tactic #15: Ask Followers Directly For Feedback
Go Live or poll followers around what they want to see more of. TikTok‘s interactivity makes gathering first-party data easier than other networks.
6. Set Your TikTok Marketing Up For Success
Tactic #16: Hire Specialized TikTok Talent
Consider contractors or agencies with expertise in short-form vertical video content production and native music and effect usage for amplified results.
Tactic #17: Allocate a Sizeable Portion of Marketing Spend
With concentrated young audiences extremely receptive to what brands share, justify shifting serious paid media dollars into the TikTok channel.
Measuring and Tracking TikTok Performance
To quantify impact, closely monitor metrics like:
- Video views
- Followers/Follower growth
- Engagement rates
- Website clicks
- Conversions tracked
- UGC video volume
-Brand mentions
Compare performance reports directly to other active social channels. Momentum on TikTok should exceed more mature networks.
Start Implementing Your Own TikTok Game Plan
The time for brands to establish dominance on TikTok starts now. As more marketers flood the platform in 2023, owned audiences and authority will only become harder to achieve.
Review the strategic blueprint carefully outlined above to kickstart your own high-impact TikTok initiative. Feel free to repurpose the attached template content calendar below to plot consistent activity.
The brands finding ways to best educate and entertain the next generation of buyers through punchy short videos will steal market share for years to come. Stop observing TikTok‘s rise from the sidelines and jump into the arena. Your future customers await!
