The Ultimate TikTok Marketing Guide for Brands in 2023 (2/2)

Tiktok Marketing guide for Brand

In the second part of our Ultimate TikTok Marketing Guide for Brands in 2023, we will delve deeper into advanced strategies and techniques to further enhance your presence on this dynamic platform.

From leveraging trending challenges to optimizing your content for maximum engagement, we’ll provide valuable insights and tips to help you stay ahead in the ever-evolving world of TikTok marketing. Let’s dive in and unlock the full potential of TikTok for your brand.

What are the advantages of marketing on TikTok? 

Why should you consider adding this time-consuming social media platform to your overall strategy?

Let’s explore three key benefits of TikTok marketing.

TikTok is a platform where people actively search for products. 

In fact, 49% of TikTok users have made a purchase after seeing a brand featured on TikTok. The hashtag #TikTokMadeMeBuyIt has gained immense popularity, with users proudly showcasing products they discovered and bought through TikTok.

If you’re looking to boost sales through your social media marketing efforts, TikTok presents an excellent channel, with projections of gaining 9.6 million social buyers this year, making it the third most popular social commerce platform.

A graph showcasing the top four social commerce platforms in 2023

TikTok offers a higher chance of going viral. 

The platform’s algorithm prioritizes content discovery over showing content from friends. While there is a separate feed for content from accounts you follow, the For You page aims to help users discover new and engaging content.

This provides brands with a unique opportunity to reach a wider audience compared to other platforms. By getting discovered by users interested in your content, you can generate more followers and increase the chances of making sales.

TikTok is abundant with influencer marketing opportunities. 

Influencer marketing plays a significant role on TikTok, making it easier for your brand to be discovered by new audiences within your target market. The platform is filled with creators, many of whom operate within your industry. Finding the right influencers to collaborate with is a breeze, and even micro-influencers can generate substantial reach due to the algorithm’s flexibility. This allows you to maximize your influencer budget, reach more customers, and build strong influencer relationships.

To inspire your TikTok marketing strategy

Let’s explore real-world examples of brands that have achieved success on the platform.


Chipotle, the popular southwestern fast-food chain, made waves on TikTok by leveraging the help of food influencers to review their menu “hacks.” When TikTokers Alexis Frost and Keith Lee gave a favorable review to an off-menu meal, Chipotle responded accordingly. Customers flocked to their local stores to try the meal, resulting in certain parts of the order selling out. In response, Chipotle added the meal to their official menu, capitalizing on the social media buzz.

Washington Post

The Washington Post, a well-known newspaper in the U.S., has transformed its TikTok account into a fun and engaging way for followers to stay updated on the news. Through bite-sized videos, they explain complex and dry topics in an entertaining manner. Their TikTok account has amassed 1.6 million followers, showcasing how even businesses in less traditionally engaging industries can create captivating TikTok content.

So, regardless of your industry, take inspiration from these brand examples and unleash your creativity on TikTok to achieve marketing success.


Duolingo’s app is well-known for its iconic owl mascot. Although the owl has been portrayed as an intimidating and persistent presence for Duolingo language learners, the marketing team cleverly embraced this image in their TikTok content. Their videos prominently feature the owl mascot, and the result is a delightful chaos.

One example video showcases the owl’s amusing attempts to motivate users to complete their daily lessons, employing various comical threats. Here’s another example of their content, which cleverly incorporates popular sound clips and trending video styles.

When your business gains a reputation for being fun, it’s important to embrace it in your marketing content. Have a good time with it and don’t take yourselves too seriously. Embracing your brand’s unique personality can be a powerful tool for engaging with your audience.

Get started with TikTok marketing today

If you’re ready to explore TikTok marketing, follow these six tactics to build a strong presence.

Start by creating your own TikTok business account, and then dive into producing fun and engaging short-form videos. By learning more about creating successful TikTok marketing campaigns, you can expand your audience and grow your business through this vibrant platform.

Frequently Asked Questions

How does TikTok work?

TikTok is a platform designed for creating, sharing, and watching short-form videos. Users can explore a personalized “For You” feed where they can swipe up to discover a continuous stream of videos. The app provides editing features, filters, and sound clips to enhance your video content. Overall, TikTok offers a convenient one-stop shop for creating and enjoying quick 10 to 60-second videos.

How can TikTok be used for marketing?

TikTok presents a unique marketing opportunity with its unparalleled potential for virality. Utilize TikTok to showcase product tutorials, demonstrate use cases, participate in challenges, follow trends, and entertain your audience. It’s also possible to sell products directly on TikTok, generate leads, and increase brand awareness.

What tools are available on TikTok?

TikTok provides a range of business tools, including video editing capabilities, analytics, advertising features, and more. By connecting your TikTok business account to your Sprout Social dashboard, you can access additional tools such as scheduling and engagement management.

How has TikTok transformed the marketing landscape?

TikTok has revolutionized marketing by making video content creation accessible to businesses of all sizes. You no longer need fancy camera equipment—engaging and viral videos can be created using the resources available on the platform.

How effective is influencer and affiliate marketing on TikTok?

Influencer marketing on TikTok has proven to be highly effective, with influencers experiencing an engagement rate of 15.86% on the platform. This engagement rate surpasses that of any other social media platform, demonstrating the impact and influence of TikTok’s content creators.


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