Dos and Don’ts of TikTok Marketing: A Short Guide For Brand Owners

Social media marketing has taken the corporate world by storm. And one of the many social platforms that companies are flocking to is TikTok.

What started as a fun app to post dance covers on has now transformed into a social media trailblazer. Since its 2016 launch, TikTok has now been downloaded 3 billion times.

If you’re eyeing a share in the TikTok marketing goldmine, read on. In this article, we’ve listed down 10 Dos and Don’ts of TikTok Marketing, specially compiled for business owners like you.

By the end, we hope we’ve equipped you with enough knowledge to take on the challenge of promoting your brand on TikTok.

Without further ado, let’s start!

DO: keep it short and sweet.

TikTok is known for its short-form videos lasting about a minute. That might seem too brief for the uninitiated, but once you get the hang of it, 60 seconds is all you need.

TikTok offers an endless stream of clips at any given time. It’s easy for users to get distracted. To capture your audience’s attention, your video should have an engaging intro, an interesting middle, and a succinct call to action at the end.

This takes a bit of practice but don’t worry. One way you can speed up the learning process is to check out how big brands create their content. Determine which ones lead to bigger impressions and engagement. From there, try to emulate their strategy and incorporate your brand’s identity into it.

DON’T: use low-quality videos.

TikTok is filled to the brim with brands spending millions on advertising on the site. This means you’ll be competing with excellent content. To keep up with the competition, it’s best to publish only high-quality clips.

As a quick tip: high quality doesn’t always mean expensive. You can always produce awesome videos with entry-level equipment and know-how. Making well-thought and visually appealing TikToks is usually a good start for newbies on the platform.

DO: post relatable clips.

TikTok feeds are compiled by a complex algorithm that combs the platform for content relevant to its users. For example, a dog lover on TikTok will see tons of pup-related videos on their feed, as opposed to those featuring cats.

This setup invites the users to stay on the app longer, driving discovery and traffic. To cash in on this lucrative algorithm, you need to make sure your content is tailored to your target audience. Create videos that users can relate to- clips that they would love to see more of.

DON’T: make your content too hard-selling.

According to Hootsuite, 78% of TikTok users surf the app for funny and entertaining content. Though the goal is to market your brand on the platform, it’s wise to do it in a way that’s not overly promotional.

When creating your videos, lean more towards amusing, memorable, and educational. Focus on enjoyable clips that are interspersed with information about your brand or industry. Think less is more.

DO: partner with users.

Collaborating with other TikTok users can be a great way to increase your reach and gain new followers. Find other TikTok users in your niche and reach out to them about collaborating on a video.

You can partner with established influencers or regular TikTok users. Both strategies have their own pros and cons, which you can weigh according to your digital marketing goals. Through those collaborations, you might even learn a thing or two about conquering social media.

DON’T: use copyrighted music without the appropriate permission.

TikTok has strict guidelines when it comes to copyright infringement. Make sure that you have permission to use any song in your videos.

You can either use the tunes provided by TikTok or purchase a license to use copyrighted music. Using copyrighted music without permission can result in your account being banned or your videos being taken down.

DO: maximize hashtags.

Hashtags are one of the many ways users find content they like. Just like how you would use it on Instagram or Twitter, hashtags help increase brand visibility and engagement.

As a tip, don’t use irrelevant hashtags to boost your chances of landing in users’ feeds. It’s always best to utilize keywords that pertain to your brand and industry to make sure your posts reach your target audience.

DON’T: ignore TikTok trends.

TikTok is home to the famed social media challenges. These hip trends pile on to make viral sensations, reaching billions of people at a time.

That organic boost in visibility is what drives brands to jump on the bandwagon and produce content aligned with trends. Doing so will reflect a youthful, chummy, and relatable quality to your business, which of course is crucial in any social platform.

DO: engage with your followers (and other users!)

Engagement is key on any social networking site, most of all TikTok. From the perspective of the user, it’s so cool to be noticed by a brand.

Plus, conversing with users actually fosters a friendly relationship with your audience. Positive and negative comments- respond to them all if you can. This gives you an air of approachability, which users greatly appreciate.

DON’T: forget to check out your performance metrics.

Tracking your metrics is essential for any marketing campaign. How else would you know if your TikTok strategies are working?

You can use your own tools to track your views, engagement, and follower growth. You can also maximize TikTok’s built-in analytics to measure performance. This will help you to see what’s working and adjust your strategy accordingly.

Don’t know where to begin? Start here!

Is this your first time marketing on TikTok? If that’s a resounding yes, we’ve got your back!

No matter where you are in your TikTok journey, iTworks Global Solutions is a great choice. Composed of battle-tested marketing teams, we provide top-of-the-line services for all of our clients- big or small.

Our offers range from digital marketing and brand design to employee leasing and site development. Whatever the nature of assistance you might need, we’re sure to come up with suitable solutions.

Should you have questions about outsourcing in the Philippines, feel free to give us a call or send us a message via any of our official channels