TikTok Marketing | How you can use TikTok to market your business

If you haven’t heard of TikTok by now it’s probably because you’re over the age of 30, and apparently “old people” shouldn’t be on TikTok. But that’s just plain insulting…Baby Boomers, Gen X’s and Millennials like to make total fools of ourselves online too (sometimes). TikTok marketing is a thing and businesses everywhere are using it.

Launched in 2016, TikTok is one of the newest social media platforms where users can upload a 15-60 second video of just about anything you could think of. Primarily this newest craze is used for Gen Z’ers to create short clips featuring ever cheesy lip-syncing, morning pet boops and epic dance challenges which we admit sounds less than stellar. You may be asking yourself then, how on earth could TikTok marketing be a thing and better yet, how could I ever apply it to my own business?

Demographics for TikTok Marketing

TikTok marketing

Since it’s inception in September of 2016, TikTok has exploded throughout the world and has climbed its way through the social media ladder. It currently boasts 800 million active users worldwide putting it ahead of more seasoned platforms such as Twitter, LinkedIn, Pinterest and even Snapchat. Of these 800 million users, 41% of them are aged 16 – 24. If this is your key demographic as a business owner, you will be starting to see the appeal of getting your brand in front of the “young, hip TikTokers.” 

Post Appropriate Content

As with most social media platforms, the key to successful TikTok Marketing is to be social and post only what will appeal to the audience watching. The difference between other outlets and this is that you have a very limited window of time to make an impression. The maximum video length that can be uploaded to the app is…wait for it…1 minute. That’s it. One minute to make an impression and show off your brand to potential customers. TikTok is not the atmosphere to make a sales pitch, rather it’s a spot to make a quick and lasting first impression. 

A video of what your product or service can offer will go miles further than a pitch as to why they should buy from you. We should also add that the first few seconds of your video are where you’re going to draw the user in. If you don’t make an immediate impression to the viewer, your video is gone and forgotten with a quick swipe of the finger, so make those first few seconds count. 

An important element to keep in mind when using TikTok is it’s a very relaxed and loose environment, essentially designed to be an ass for 60 seconds or less. As we said before, it’s a place to be social with your followers. More importantly, it is a place to be relaxed and let your fun side show. This will be the spot for you to show off your in house pet, go behind the scenes of your business, or perhaps challenge the office to see who can pull off the best #stairshuffle. No matter how you go about it just remember to have fun with it because, in the end, the users of Tik Tok don’t want a sales pitch, they want to be entertained. 

TikTok Paid Advertising

TikTok marketing

In more recent months, TikTok has launched the option to run paid ads as a way for business owners to increase their reach. But keep in mind, it’s not the cheapest TikTok marketing tool. A “brand takeover” is currently priced at about $50,000 per day. A hashtag challenge will run you $150,000 a week and an in-feed video add will require you to spend $10 per 1000 views.  

There are currently 4 types of paid ads that can be run through the app.  

A Brand Takeover

This is the most pricy form of advertising on TikTok but maybe the most effective. A brand takeover is a short but effective way for brands to use TikTok for marketing. allows for a brand to post a short gif, image or video which will be shown to users upon opening the app. The app only allows for specific categories to be shown each day and also limits brand takeovers to one per day which means your exposure time is huge but also very limited. 

In-Feed Video Ads

Easily the most budget-friendly option, These ads are more closely related to familiar forms of video advertising found on other platforms. In-feed video ads are exactly what they sound like, they are 15-second videos that will be embedded within a user’s feed. These ads are an excellent opportunity to drive traffic to your other social media sites, website or even to your businesses’ own TikTok account. 

Hashtag Challenges

TikTok marketing

One of the super trendy ways brands are advertising on TikTok is by doing Hashtag challenges. Companies will upload a kind of challenge (usually a dance) and encourage users to mimic and put their own spin on it. This is a great way to build engagement with your brand and get a wide range of exposure, especially if your challenge goes viral. 

A Branded Lens

Branded Lenses are quite similar to a Snapchat Filter or AR function in Instagram. TikTok marketing allows companies to design a 2D, 3D or AR lens with their custom branding which will be available for users to add to their own videos. Creativity is key when doing this because a fun and exciting lens will receive a huge amount of use, especially considering TikTok always adds these under the “trending Section”. 

The cost associated with running ads on TikTok may seem daunting to most small to medium-sized businesses (and it is), however, you should not let the price tag discourage you from getting your brand on this up and coming platform. 

Is TikTok Marketing in Your Plans?

TikTok marketing is growing and not showing any signs of slowing down. In the three years since its launch, the app has been downloaded over 1.5 Billion times and of these 614 million were in 2019. If your company’s ideal customer falls within the market of younger buyers (ages 16-24) then this is the platform you want to be looking at. 

We understand that running your social media channels come with all kinds of challenges. As a business owner, you may not have the time or expertise to set yourself up on new channels such as TikTok. At Blackbear Social Media, we can asses your business and let you know if TikTok marketing fits within your brand guidelines and if it does, we can provide you with the tools necessary to navigate and succeed on this uniquely viral platform.