10 tips for building a TikTok marketing strategy that works

TikTok marketing is the process of leveraging TikTok to promote a brand and its products or services. As businesses increasingly target online customers, advertising has become essential for sales, with TikTok emerging as one of the fastest-growing advertising platforms globally, including in East and Central Africa.

According to a recent GeoPoll report, TikTok ranks as the second most used social media platform in Africa, boasting a substantial 60% active user rate, showing its widespread adoption on the continent.

Now, let’s explore the top 10 tips for a successful TikTok marketing strategy:

1. Create and Brand Your TikTok Account:
Begin by establishing and branding your TikTok account. Select a distinctive and memorable username, along with a profile picture that reflects your brand identity. Transition to a TikTok Business Account to unlock marketing tools and formulate a comprehensive strategy.

2. Understand and Define Your Audience:
Gain insight into your audience by conducting social media market research. While a broad reach is valuable, it’s crucial to concentrate on connecting with the right audience to enhance the potential for sales.

3. Create Engaging Content:
Craft compelling content that aligns with your brand image. Utilize TikTok’s video editing tools, effects, and music to make your content stand out. Diversify your content by incorporating humorous videos and trending sounds.

4. Utilize TikTok Ads:
Allocate a portion of your advertising budget to TikTok ads, TikTok ads. Just like Instagram and Facebook, TikTok typically uses a bid-based advertising system. TikTok ads help to drive sales, generate leads, attract new customers and boost conversions.

5. Collaborate with Influencers:
Collaborate with established TikTok influencers to broaden your reach. Explore partnerships on videos, product placements, or the development of new product lines.

6. Follow Popular TikTok Trends:
Stay tuned to popular TikTok trends by using the Discover page to identify and engage with trending content. Integrate sounds that are relevant to your product and appealing to your target audience.

7. Make Use of TikTok’s Editing Tools:
Take advantage of TikTok’s built-in editing tools such as filters, transitions, stickers, and text overlays. Exercise discretion in their use to ensure your product’s genuine representation remains intact.

8. Keep Your Videos Short:
While TikTok increased the maximum video duration to 180 seconds, aim for optimal lengths of 11 to 17 seconds. The optimal length for TikTok videos is generally considered to be around 15 to 60 seconds. Shorter videos tend to perform better due to the platform’s fast-paced and engaging nature.

Make your videos concise, attention-grabbing, and in line with TikTok trends as these often garner more views and interactions.

It’s crucial to capture the audience’s attention quickly and deliver engaging content within the first few seconds to maximize the impact of your TikTok videos.

Determining the optimal length for your TikTok videos requires consideration of several factors, such as the platform’s algorithm, user preferences, and the nature of your content. It’s essential to align with these elements to enhance the effectiveness of your videos.

9. Post very often:
Consistently produce new and innovative content to maintain an active TikTok feed. Employ relevant hashtags to enhance discoverability. Utilize TikTok analytics tools, available on business accounts, to identify popular videos and determine optimal posting times.

However, it’s important to remember that consistency is important, but prioritize the quality of your content over the quantity.

10. Engage with Your Audience: Building a relationship with your audience can positively impact your brand’s presence. Respond to comments, interact with your followers, and stay engaged with the TikTok community.