Digital marketing and navigating the digital landscape means having to adapt to what platforms and trends are garnering a lot of attention. There haven’t been any big-scale developments and game-changers regarding social media as the top platforms remained the same for almost a decade, switching only between Facebook, Twitter and Instagram.

However, the rise of TikTok since its launch in 2018 proves that anything online is subject to change. It has amassed an impressively large user base and increased popularity in a span of two years, which is an attractive opportunity for social media marketers, to say the least.

Small businesses can find different ways to utilise the platform to promote their brand and create a bigger customer base. Here are three key marketing strategies that can help get you the best results out of the booming video-sharing app. 

Making an Advertising Account

Businesses can access Tiktok’s advertising page and create an account that will allow them to access different features. This business account doesn’t take long to set up as long as complete business information is sent. The advertising account’s dashboard has a series of paid actions that social media marketers can go through.

It can be a little pricier compared to advertising on other platforms. The most basic feature social media marketers can implement is running video ads throughout people’s ‘For You’ page. Standard and safe, these video ads can be optimised to be effective if you can come up with an ad that people won’t scroll past by.

One stand-out feature that you can do with an advertising account is allowing sponsored AR content. TikTok users will be able to access filters, lenses and stickers designed and uploaded in association with your brand. Posting this can help boost brand awareness and connect your business to a user’s audience.

Creating Branded Content

Some brands who already have a business account still want to dive into content creation and engagement by making a creator account. Well-made branded videos that appeal to users do well on TikTok’s algorithm, which acts as a ticket to creating an audience who you may convert into a potential patron.

TikTok is multifaceted in what reaches people, though. One video idea may appeal more to one side or the other. So, it’s essential to check out the Discovery Page to have an idea of what your business should conceptualise and post to reach the highest possible number of users. Your audience can appreciate a brand having a unique touch and spin on a certain trend.

Working With Influencers

Influencers used to be limited to platforms like YouTube and Instagram, but TikTok has also been the starting ground for many well-known online personalities with millions of followers, such as Addison Rae and Dixie D’Amelio. Even celebrities like Lizzo and Jason Derulo have made their way to TikTok.

Working with an influencer for a brand collaboration or sponsored post can provide a multitude of advantages. It helps a business use someone’s platform and reach their followers to have people more aware of that brand and potentially increase sales.


TikTok is an exciting avenue to use for marketing that’s only going to continue developing in the coming years. Advertising on such a big platform can be effective solely on the fact that a lot of people are on the app and that engagement is the foundation of all its users.

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