TikTok Marketing 101: How to Market Your Brand on TikTok (2024)

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TikTok marketing is the best way to advertise your brand to Gen Z - and make them love you. But how do you do it? Here’s everything you need to know.

TikTok Marketing 101: How to Market Your Brand on TikTok (1)

In 30 seconds:

  • 63% of TikTok users are aged between 13 and 30. That’s a HUGE younger demographic your brand should be tapping into.
  • Being on TikTok is one thing; creating high-performing TikTok videos and nailing your social media marketing is another. We’ve got you covered with all our TikTok for business tips.
  • Influencer marketing and advertising are on the rise through TikTok. We’ve outlined how you can utilise these for your TikTok marketing strategy.

Want to transform your TikTok marketing? You’ve come to the right place. You can’t deny TikTok’s ever-growing popularity and global influence. In October 2021, there were 4.55 billion social media users around the world. That’s 57.6% of the human population. And 1 billion of those weremonthly active users are on TikTok.

It will come as no surprise that we at Fanbytes by Brainlabs believe in TikTok and all its exciting benefits for brands, particularly if Generation Z are your go-to audience.

But we know that TikTok marketing often feels confusing for brands. Navigating the path to brand success on TikTok takes know-how. There’s no need to worry though: we’re going through the best TikTok marketing methods to get your brand shining on TikTok below.

Why TikTok Marketing?

From its humble beginnings as Musical.ly, TikTok has grown into one of the fastest-growing social media platforms of all time. It was downloaded 850 million times in 2020 and made $1.9 billion in revenue, a 457% increase year on year. This is only an indication of how popular TikTok will become. Your brand should be getting in on the action.

With Gen Z being its primary user demographic (teens alone accounted for 25% of TikTok’s active user accounts), it’s the best place to start promoting to younger audiences. If you want to understand just why Gen Z loves the TikTok app so much, read our article here.

Even if you are looking to reach slightly older target audiences, TikTok is growing for all ages, and it’s a platform for brand awareness and e-commerce growth you should be embracing.

There are three different types of TikTok marketing we’ll take you through.

  • Organic marketing with TikTok content
  • Influencer marketing with TikTok creators
  • Advertising with TikTok ads

So let’s go over each and get your brand turning heads and stopping thumbs with a
TikTok marketing campaign.

TikTok Marketing 101: How to Market Your Brand on TikTok (2)

Organic marketing on TikTok

TikTok is one of the newest social media stars, and that means it isn’t overcrowded yet. But how do you get people to listen up?

Create high-performing content

With TikTok, entertainment is the way to go. It’s the number one watched category on the social network and has amounted to 535 billion hashtag views globally.

Content that’s entertaining is a sure way to hack TikTok’s algorithm and get people to notice and remember you. Digital marketing has to compete with so many formats these days, so aim to be innovative and exciting. Gen Z will be intrigued to learn more.

Know your audience

You need to look at what appeals to your audience. Thinking about what matters to them can help you create the perfect marketing strategy on TikTok through organic brand content. Luckily, if you want a view into what Gen Z communities care about, this is exactly what TikTok offers.

Take time to act like a TikTok user or content creator yourself. Engage with trending hashtags in your niche, and follow relevant accounts. TikTok’s algorithm will start to adapt to show you what other TikTok users like you are posting about. This is very helpful for any marketing strategy.

58% of Gen-Z will pay more for products that target their individual personalities. Gen Zers want to be seen, so brands should explore what makes them buzz.

Get on trend

Over half of Gen Z agree that they are more creative than previous generations. TikTok is where they show it.

TikTok users search for trends all the time. The more popular a trend is, the more likely it will land on someone’s For You page (their personal TikTok newsfeed). This is your brand’s golden ticket.

The trick is getting on-trend early. If you know what hashtags and themes are about to explode, you can incorporate them into your TikTok marketing campaign.

Fanbytes built something to make that possible. Bytesights is the world’s first TikTok discovery platform. It tracks what’s going to trend, so your brand can surface and go viral. Learn how we can help you get in on the action here.

Alternatively, you can get TikTok trends sent straight to your inbox, weekly. These are curated by the experts at Fanbytes, and we walk you through how your brand can use them. You can sign up to receive the newsletter here.

Sign up to the TikTok Trends Newsletter

Create a challenge

Challenges are hugely popular on TikTok, and are a fantastic way of encouraging user-generated content (UGC). These are usually discoverable through hashtags, and are often referred to as hashtag challenges.

79% of people say UGC highly impacts their purchasing decisions, so the more you can encourage TikTokers to create their own TikTok videos about you, the more conversions you are likely to see.

Create a challenge around your product or service that pushes people to make their own short videos. This works even better if you work with an influencer to help explain the challenge template. This will increase views and spread the word fast.

Show off some moves

The second most-viewed content category on TikTok in 2020 (with 181 billion hashtag views) was #dance. TikTok dances are a worldwide phenomenon that has sparked the attention of users from all backgrounds.

As social media trends go, dances are pretty fun. Get involved with the latest TikTok dances, or create one of your own. You don’t need to be a professional: something that’s easy to copy, looks cool or has a comedic side will work well. Try to keep your soundtrack catchy – and you can even follow up with a tutorial.

Collaborate with others

Each social media platform has been making it easier to collaborate with other accounts. Instagram just released Collabs (which you can learn how to use here).

TikTok has had “Duets” as a staple feature from the get-go. It allows you to create a new video alongside someone else’s content. 43% of engaged TikTok users have uploaded one. You can read our article on how to use TikTok duets here.

Create duets for your brand with other businesses, or allow your followers to create duets with you. It helps more people discover you – and it makes you part of the conversation. You can get more organic engagement and build oodles of trust with your fans.

Start analysing

Once you start creating content, it’s essential that you track it. This way, you can look at the data and determine what’s working. To do this, you need to convert your TikTok account to a TikTok for business account.

This is entirely free, and here’s how you do it:

  1. Go onto your “Privacy and Settings” tab.
  2. Tap “Manage my account”.
  3. Tap “switch to business account.”

Through your analytics dashboard, you can see info on your followers. This is gold dust for your brand. It will help you find out what your audience is looking for, and it can even tell you the best times to post for them.

TikTok Marketing 101: How to Market Your Brand on TikTok (3)

Influencer Marketing on TikTok

Breaking news! Influencers are great for brands. Okay, so maybe this isn’t quite “breaking”, but this form of marketing is gaining momentum faster than you might realise, especially for winning over Gen Z.

52% of Generation Z trusts social media influencers for product or brand advice. TikTok influencer marketing is the way forward.

Gen Z don’t just engage with influencers; many are influencers. 83% of TikTokers have created a video themselves. We work with some of the top, handpicked stars to help us transform brands’ marketing strategies. So we know a thing or two about it.

Finding the right TikTok influencer for your brand

So you want to partner with a TikTok influencer. Good move. But how on earth do you find the right one for you? Getting any old TikTok content creator is not the best way forward, so we’ve listed a few quick ways you can narrow it down:

Think about your audience

We keep saying it, but it really is key. Knowing the TikTok accounts your target market follows will make content partnerships more natural.

Follow the “Social Media Awareness Funnel”

This is the step-by-step journey you take users on to do a particular action:

  1. Brand Awareness – This is getting people aware of your brand.
  2. Interest and engagement – This is building on that awareness and gaining trust.
  3. Consideration – This is where you get your target audience to consider the action you want them to take eventually.
  4. Action – This is where they take action.

Depending on what stage your audience is at will depend on what kind of influencer you might want to collaborate with, so think about this when deciding.

Where to search for TikTok influencers

  1. Search the TikTok app itself. Look at brands within your niche and the influencers working with them. Search relevant hashtags to keep an eye on the profiles that surface.
  2. Search Google. With some useful keywords, you’ll likely find some great TikTok creators, especially if you’re on the lookout for macro influencers.
  3. Get in contact! We’ve created the world’s first TikTok influencer discovery platform, which we use to find and track influencers to understand which TikTok creators are ideal for your brand.

TikTok Marketing 101: How to Market Your Brand on TikTok (4)

Advertising on TikTok

TikTok advertising has some savvy ways of understanding your marketing goals to create the perfect ad campaign for your business.

There are five main types of ads on TikTok:

  • In-feed ads – what it says on the tin. Your brand pops up in someone’s feed.
  • Brand takeover ads – These appear as soon as you open the app and take over the screen for a few seconds.
  • Topview ads – These are similar to brand takeover ads, but they take over the first in-feed post after 3 seconds.
  • Branded hashtags – This is where the video includes a branded hashtag that users can click to generate their own content.
  • Branded effects ads – This allows brands to create a custom filter for TikTokers to use.

The good news is that TikTok has simplified their advertising hub for all users. First, you’ll have to sign up for their ad management hub here.

Once you’ve filled in your details, you’re ready to start your very first TikTok ad. Exciting stuff. So how does that work? the social media platform makes it easy with a series of questions:

  1. Advertising Objective – What action do you want people to take after seeing the ad?
  2. Campaign name – What do you want to call it?
  3. Placement – Where do you want the ad to be?
  4. Target audience – Who do you want to reach?
  5. Budget – How much do you want to spend?

After this, you’ll be able to create an ad using TikTok’s innovative in-app video tools.

Then it’s time to analyse it. Keep an eye on how it’s doing so you can learn the best practices for the future. You’ll be an expert with a high conversion rate in no time.

Phew… that was a lot

But trust us when we say it’s well worth it. Understanding TikTok marketing will put you a cut above the competition and allow you to access the TikTok app‘s many benefits. Gen Z are the top demographic to market to on the app, so start here if you’re looking to catch their eye.

The time is now for small businesses and global brands to get the most out of TikTok, as it’s easier to make a bigger splash before everyone else joins in. Get in early and start bringing your marketing strategy into the future.

And if you’re thinking, “where do I even begin?”, get in touch. As a Gen Z marketing agency, we know TikTok inside out. We’ll get down to the bottom line of how we can help your amazing brand win the hearts of Gen Z. You can take a look at our core services to see exactly what we can offer.

We’ve been transforming Gen Z marketing for some of the biggest and most exciting brands out there. Yes, that’s a humblebrag… but we do have the evidence to show for it. Check out the links below and see for yourself.

  • Our Core Services
  • Key Case Studies
  • Our Top TikTok Creator Talents

Let's Talk

To find out how Fanbytes can help you connect with a Gen Z Audience, fill in the form to get in touch!

Fanbytes Team
TikTok Marketing 101: How to Market Your Brand on TikTok (2024)


TikTok Marketing 101: How to Market Your Brand on TikTok? ›

As TikTok is a platform that is based on an attention model, it primarily makes money through advertising. TikTok challenges are accompanied by compelling music tracks via effect filters and powered by AI algorithms that have the ability to optimize both content and recommendation.

What is the marketing strategy of TikTok? ›

As TikTok is a platform that is based on an attention model, it primarily makes money through advertising. TikTok challenges are accompanied by compelling music tracks via effect filters and powered by AI algorithms that have the ability to optimize both content and recommendation.

How do you get noticed by a brand on TikTok? ›

How to get sponsored on TikTok
  1. A professional profile picture.
  2. A witty or memorable tagline.
  3. Links to other social media platforms, even better if you have a single link streamlining all your content.
  4. Your business contact email.
  5. A callout to brands to indicate you're open to sponsorships.

How do I make my TikTok business go viral? ›

How to Go Viral on TikTok
  1. Grab the audience's attention from the start. ...
  2. Create engaging content. ...
  3. Optimize for the algorithm. ...
  4. Leverage trends and challenges. ...
  5. Collaborate with other creators. ...
  6. Promote across platforms. ...
  7. Engage with the community. ...
  8. Enhance your content with trending sounds.
Jul 5, 2023

How can I sell my own products on TikTok? ›

  1. Sign up as a seller and complete the onboarding process.
  2. Upload your products to TikTok Shop.
  3. Link your TikTok Shop account to your TikTok Account.

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.

What is the best time to post on TikTok? ›

Best times to post on TikTok in the US (in ET)
  • Monday: 6 a.m., 10 a.m., 10 p.m.
  • Tuesday: 2 a.m., 4 a.m., 9 a.m.
  • Wednesday: 7 a.m., 8 a.m., 11 p.m.
  • Thursday: 9 a.m., 12 a.m., 7 p.m.
  • Friday: 5 a.m., 1 p.m., 3 p.m.
  • Saturday: 11 a.m., 7 p.m., 8 p.m.
  • Sunday: 7 a.m., 8 a.m., 4 p.m.

How do you become successful on TikTok? ›

How to get more views on TikTok: 12 essential strategies
  1. Add hashtags to your content. ...
  2. Create a multi-part series. ...
  3. Include popular music. ...
  4. Follow viral TikTok trends. ...
  5. Know your target audience. ...
  6. Find the best times to post on TikTok. ...
  7. Cross-promote your videos. ...
  8. Create videos from comments.
Sep 14, 2023

What is the TikTok influencer strategy? ›

With TikTok influencer marketing, your influencer partners are the ones creating and sharing the content. This differs widely from traditional TikTok marketing strategies as those revolve around your brand and social media team creating and sharing its own content on your brand account.

How do brands go viral? ›

Connect with Memes and Internet Culture

Memes and internet culture are deeply ingrained in online communication. By embracing popular memes and viral trends, you can align your brand with current internet culture and create content that resonates with your target audience.

How often should I post on TikTok? ›

How often you post can also affect how your content is distributed on the platform (TikTok recommends posting 1-4 times per day). To find a posting schedule that will please both the TikTok algorithm and your fans, keep a close eye on your performance until you find a frequency that works.

What hashtags are trending on TikTok? ›

List of the Top Trending TikTok Viral Hashtags
  • #fyp.
  • #tiktok.
  • #foryoupage.
  • #viralvideos.
  • #funnyvideos.
  • #duet.
  • #trending.
  • #love.
Mar 5, 2024

How do I make my TikTok go viral for free? ›

How to go viral on TikTok
  1. Participate in trends.
  2. Use hashtags wisely.
  3. Create engaging and share-worthy content.
  4. Start with a hook and keep it short.
  5. Engage with your audience.
  6. Become good at editing.
  7. Collaborate with other creators or brands.
  8. Post consistently.
Jan 31, 2023

Can I advertise brands on TikTok? ›

You can post content that promotes a brand, product, or service on TikTok. This includes: Promoting yourself or your own business. Promoting a third party brand or its products or services in exchange for payment or any other incentive.

Is TikTok creator marketplace free for brands? ›

TikTok Creator Marketplace is free for any TikTok business account.

How does TikTok creator marketplace work for brands? ›

Brands can join through TikTok Ads Manager or directly through the Creator Marketplace website. Brand Eligibility: Brand Type: Any brand can join by providing basic information including the business name, email, and phone number. Account Verification: Brands must verify their account via a link sent to their email.


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