How to promote a brand on TikTok

TikTok made its first steps in 2016, and after just three years, it showed an amazing statistic of 1.5 billion downloads! Not surprisingly, this was followed by the title of the most requested application in the App Store and Google Play. Quite predictably, the place of accumulation of a large audience aroused no less interest among advertisers.

We will talk about how advertising on TikTok works, what its prospects are in the near future, and how you can grow your audience without having to buy TikTok followers.

How to use the platform

TikTok is called both a video hosting, a social network, and just an app. In any case, this is a platform for creating short videos up to 60 seconds in length, mainly using music tracks.

Users can produce their own content and watch others create in the feed. TikTok also has sections with the most popular videos and tags, where many people want to go, but they think that for this you need to buy followers on TikTok and spend a lot of time on promotion.

The main criterion for the popularity of a video is the number of views, but this is not enough to get into trends. You will have to pay attention to the time of publication, the duration of viewing and the involvement of the audience.

How to Target Your TikTok Promotion

The advertising account on the platform is designed according to the needs of customers: after registration, you can describe the desired audience in detail using keywords, interest categories and standard socio-demographic characteristics.

By the way, it’s time to leave the stereotypical opinion that the app’s audience is only children. Only 43% of users are under the age of 17. Yes, not so few, but it’s not the majority. In second place is the category from 18 to 24 years old, and users aged 35+ make up 3% of the entire audience. Therefore, products do not have to be for children at all. Completely different advertisers can find their people to promote the brand.

Advertising effectiveness and its units of measurement

The site does not have unique metrics, everything is pretty standard here: impressions, clicks, conversions. Find out a few significant numbers. Among them are the number of video views in the profile, detailed data on individual videos, the number of visits to the user’s page and the number of subscribers.

Access to this information is available only to owners of Pro level accounts (connected in the profile settings in a couple of clicks). But only the owner of the page sees the data: if the brand is advertised in other accounts, statistics will have to be requested.

If we talk about the advisability of promoting on TikTok, it should be noted that it makes sense to implement such projects for large brands: for example, companies that work in the entertainment business, chain stores with a wide presence in the regions or e-commerce representatives.

TikTok Brand Account: Should You Create One?

With its own account, the brand gets a chance to reach out to people directly and create viral videos that work for its reputation. Courage, openness and a sense of humor are what the modern audience appreciates.

But remember that the platform does not yet imply placing a link to the official website in the profile, let alone an online store. Therefore, it is better to create an account at the same time as pages on other social networks. If users like the content, they will probably want to find the brand somewhere else.


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