tik tok

How Brands Can Utilize TikTok in Their Marketing

Rarely, you will find someone having no idea what TikTok is! Because within one and a half year, TikTok has started to take the scene by storm. From a less known app, it has become one of the most downloaded apps until now. A big part of the youngsters are interested in downloading this app from their respective app stores just to know what the fuss is about. However, along with this strong youth appeal, TikTok comes with a wide range of ad opportunities. It also guides the users with proper measures on how to use this app safely. Naturally, Tiktok is the hot trend now. It seems like a boon to the marketers. Nothing can be as good as this popular social media platform to spread your brand’s name among the audience. You simply have to add TikTok to your digital marketing strategy. In this article, we will show you what the most effective ways to use TikTok for your brand’s marketing are.

Basics About TikTok

Tiktok is a platform where you can upload short videos. A large number of its former Musical.ly users uploaded their videos where they simply lip-synced to different music videos. Talented and enthusiastic people have a great chance to become social media influencers if they are proficient and technical with their uploaded videos. Usually, the videos are 15-seconds long, but you can also make 60-second stories kind of videos. Indeed, all of the Tiktokers do not have that skill or confidence to make great videos, but with time, TikTok is being upgraded so that you can share various types of videos except music. You can find out your preferred videos by searching with appropriate hashtags. Every TikTok user has an individual profile that shows the videos they have created and shared.

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Who are the users of Tiktok?

Musical.ly, the former of TikTok mainly targeted Generation Z, with a female bias.  Over the past years, TikTok has been downloaded for 800 million times, and 69% of the users belong to the age between 16 and 24. The number of female users of Tiktok is almost the same. This platform has got popularity internationally, mostly in the USA and India while it is famous in China in the form of Douyin. So it is evident that TikTok is potent to be included in the trendiest digital marketing strategy.

How can brands use TikTok in marketing?

Mainly there are three ways that the marketers can promote their brands on TikTok

Firstly, the marketers can have their channels and share videos related to their brands on that particular channel. Secondly, The brands can collaborate with an influencer to spread their brand’s name to a large number of audience. There are options to pay for TikTok advertising as well. Though the market is not high like YouTube, TikTok may become more potential for advertising in future. 

Here we suggest some ideas that you can use to market your brand. Let’s check out—

1. Hashtag Challenges

Ticktockers love to take new challenges, and it inspires them to make more original videos regularly. Therefore, challenges are significant for the TikTok users. By using a #-tag name, you can find the challenges quickly and also make them memorable. So far #tumbleweedchallenge given by the famous TV personality Jimmy Fallon has achieved the highest submission on TikTok. Thus, brands can also introduce different hashtag challenges through their channels or by working with an influencer.

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2. Customer-oriented content 

With this marketing strategy, brands can easily target the Gen Z audience. They can either upload videos from their own channels or take help from an influencer to make user-generated content to promote the brands. Now, youngsters love to get involved so when you encourage your young customers to create their videos using your products; it spreads your brand’s name among a large number of audience ensuring a high buy-in of those products.

3. Influencer Marketing

Like YouTube, TikTok is also an excellent platform for traditional influencer marketing. Let your influencers make their content because they know the best how to reach their followers. To get success with influencer marketing strategy, you have to fix your goals and need to aim at a particular part of the purchase funnel. The influencers you choose for your brand promotion must remain authentic to their audience, and you also have to trust them enough for creating content in their unique ways. Keep it in mind that on TikTok, originality and fun matter more than the quality of the video.

4. Advertising on TikTok

TikTok does not have a big market for advertising since they have not set up any official profit-sharing system till now. But there is no doubt that TikTok has the potential to make a market like YouTube for advertisements over the coming years. They have already started to show short ads from January 2019. TikTok is now checking ads in the USA and Europe. The ad types are likely to be—

  • Brand takeover
  • In-feed Native Video
  • Hashtag challenges
  • Branded filters or effect for photos
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Top brands using TikTok

Below are some leading brands who are using TikTok for their marketing—

  1. NBA – It has almost 5.5 million followers on Tiktok. They always share funny and unique contents. They also focus on the musical features of this app to highlight their brand rather than games and stats alone.
  2. CHIPOTLECHIPOTLE – Their profile has done an outstanding job by sharing their original contents. They introduced the #GuacDanceChallenge for the Guac lovers to post their dance videos dedicating the fruit. They also use memes, music etc. to lighten up their menu items for the potential customers.
  3. HP:  #HPCoachellaDreamland has already got massive popularity among the Tiktokers. They have also collaborated with many renowned TikTok influencers for promoting contests to make the audience aware of their brand.


With the growing number of audience, TikTok comes with great opportunities for the brands who want to target the next generation. From creating your channel to working with an influencer, TikTok is going to be the most powerful tool for the marketers to stand out in digital marketing.


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