3 tips for social marketing on TikTok

July 11, 2022 | 4 minute read
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TikTok is all the rage for marketers these days, and for good reason. TikTok enthusiasts spend upward of 52 minutes on the social media app every day. Audiences are enthralled with trying to master the latest TikTok dance move or jet set to a new destination based on an influencer’s recommendations. What this means for brands is that there is ample opportunity to get in front of engaged younger consumers.

Before you dive right into the world of TikTok, though, take a step back. As a marketer, it can take a bit of practice to master this app. While it is similar to other social platforms like Instagram, in some ways, it’s also very different. First off, TikTok is known for viral-first video content. Remember the salmon rice bowl from last fall? What’s trending one day may not be trending the next.

Secondly, TikTok relies on discoverability for audiences to find and like posts. This can be a game-changer for marketers, as it provides an even playing field of sorts. Thanks to TikTok’s algorithm, even new brands can go viral without having many followers. This means it’s also much easier to gain a big following on TikTok compared to Instagram. It’s all about instant gratification and likeability for users. 

Trying to figure out how to craft the perfect TikTok marketing strategy? Don’t fret. Below are three social marketing TikTok tips that will make you the master of the social platform in no time. 

Get tips for social marketing on TikTok

1. Post consistently and often

With any social media account, the key thing is to post, post, post. This is especially the case for TikTok, as not all of your videos will be successful. Some will, well, flop. And that’s all right. It’s all part of the process of refining what works and what doesn’t work for your brand.

Followers want to find content that they can consistently go back to for a laugh, inspiration, advice, or a happiness boost. Create a realistic but steady TikTok marketing campaign, aiming to post at least once a day. You can batch content—creating multiple videos at a time—to make consistent posting achievable.

Learn best practices for video content creation by checking out this guide on “The power of video marketing.”

2. Rely on hashtags 

Hashtags are one of the most dependable ways for audiences to find your content. To pinpoint which hashtag to use, think about your audience persona. Who is your core target audience, and what are they likely to be searching for on the platform? Think short and snappy since this is an app. For instance, use #healthtips and #cooking separately instead of #healthycookingtips.

Some brands have success making their own hashtags. This can spiral into creating a viral movement or even advertising a brand content or challenge.

Chipotle used #ChipotleRoyalty to draw attention to one of its contests, asking fans for their best burrito order. Asking users to create videos for a specific hashtag will bolster your own brand messaging and awareness. 

3. Tap into your followers and influencers 

Lastly, lean into your TikTok community. If you have a decent amount of followers, ask them to utilize your brand’s videos for their user-generated content. A “duet” allows your brand video to play on a split-screen, while a “stitch” lets a user incorporate five seconds of your brand’s video into their own video. Again, it’s a way for users to engage and interact with your brand personally.

Also, if your budget allows for it, consider working with an influencer. Target teamed up with TikTok star Victoria Bachlet to create a natural-looking back-to-school video for the retailer’s collaboration with Vera Bradley. The key to a successful partnership is knowing your audience. In this case, people who shop at Target are looking for real-life people to highlight new products that they can try themselves.

TikTok is taking over the social media world. Find out what other top marketing trends you need to heed to keep up with customers.


No matter where you’re starting from, just get started. TikTok is a tricky platform to predict from a marketing POV. That said, the unpredictable algorithm can be beneficial when a random out-of-the-box video you post goes viral. Trust your instincts and lean into your community to get the most from this social media platform. 

 Create content your audiences crave for TikTok and campaigns.


John Rampton

John Rampton is an entrepreneur, investor, online marketing guru, and startup enthusiast. He is founder of the online invoicing company Due. John is best known as an entrepreneur and connector. He was recently named #3 on the Top 50 Online Influencers in the World by Entrepreneur Magazine and a blogging expert by Forbes.

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