How to Promote Brands on TikTok: Secrets to Capturing Attention and Driving Engagement

What if I told you that in just 15 seconds, your brand could reach millions of eyes worldwide? TikTok, the dynamic social media platform with over a billion active users, has evolved from a space for Gen Z dance challenges to a serious marketing powerhouse. Yet, while many brands are aware of its potential, few understand how to truly capture attention, build community, and drive conversions on TikTok. So, how do you stand out in this vibrant, ever-scrolling feed?

Understanding the TikTok Landscape: The Why and the How

TikTok isn't just another social media platform; it's an entertainment network. Unlike Facebook or Instagram, where users scroll to stay connected or catch up on news, TikTok is where people come to be entertained, to laugh, to be inspired, or to learn something new. Your brand's strategy should reflect this unique ecosystem. Here’s how to decode and leverage TikTok’s unique algorithm and user behavior to your advantage:

1. Create Native Content That Blends In, Then Stands Out
   TikTok users are allergic to overly branded content. Start by embracing TikTok’s native style — raw, unfiltered, and engaging. Brands like Chipotle, Gymshark, and The Washington Post have mastered this art by creating content that feels like it belongs on the platform. They use popular music, trends, and challenges but always add a twist that subtly promotes their products or brand message.

2. Leverage Influencer Marketing Wisely
   Collaborating with TikTok influencers can be one of the most potent tools in your marketing arsenal. Influencers already have a deep connection with their followers, and their endorsements can add a layer of trust and authenticity to your brand. However, it's critical to choose influencers who align with your brand's values and aesthetic. Consider niche influencers with highly engaged followers over mega-influencers with broader but less targeted audiences.

3. Use TikTok’s Paid Advertising Tools
   TikTok offers various advertising formats that can help you get in front of your desired audience:

   • In-Feed Ads: These are the standard ads that appear in users' feeds as they scroll.
   • Brand Takeovers: These ads appear as soon as a user opens the app, grabbing immediate attention.
   • Branded Hashtag Challenges: Encourage users to create content around a hashtag you've developed. This format has been incredibly successful for brands like Guess and Chipotle, driving massive user engagement.

4. Utilize TikTok Analytics
   TikTok provides detailed analytics that allows you to track which types of content are performing best, which demographics are engaging with your content, and how your followers are growing. Use these insights to refine your content strategy. If a specific type of video or theme is resonating, double down on it. Analyze the data to determine the best times to post and what trends or challenges are on the rise.

Case Studies: Brands That Crushed It on TikTok

1. Ocean Spray’s Viral Success Story
You might remember the viral TikTok of Nathan Apodaca, a regular TikTok user skateboarding down the street while drinking Ocean Spray cranberry juice to the tune of Fleetwood Mac's "Dreams." Ocean Spray didn’t pay for this promotion, but they quickly capitalized on it by creating their own TikTok account, re-sharing user-generated content, and even gifting Nathan a truck filled with their juice. The brand saw a massive spike in sales and brand awareness, proving that sometimes, the best marketing is not scripted.

2. Gymshark’s Community-Driven Approach
Gymshark, a fitness apparel brand, is another excellent example of a brand that has harnessed the power of TikTok. Instead of pushing sales, Gymshark focuses on community-building by encouraging its audience to participate in fitness challenges and share their progress. This has created a tribe of loyal followers who not only engage with the content but also become brand advocates.

Content That Converts: What to Create and How to Create It

• Behind-the-Scenes Content: Show the human side of your brand. Give followers a sneak peek into your office life, production process, or creative brainstorm sessions.
• Educational and How-To Videos: Position your brand as an expert in your field by creating informative content. If you’re a skincare brand, create videos explaining different skincare routines or busting common myths.
• User-Generated Content (UGC): Encourage your followers to create content featuring your product. This could be a dance challenge, a product review, or a unique way of using your product. UGC not only drives engagement but also provides social proof.

Mastering the Algorithm: Tips and Tricks

The TikTok algorithm is unique and ever-changing, but a few constants remain:

• Engagement is King: The more likes, comments, shares, and rewatches your video gets, the more likely it is to be promoted by the algorithm.
• Hook Your Audience Quickly: You have about three seconds to grab attention. Start with a bold statement, an intriguing question, or a visually captivating shot.
• Use Trending Sounds and Hashtags: Incorporate popular sounds, songs, and challenges that are currently trending on TikTok. This increases the likelihood that your content will be surfaced to a wider audience.

The Secret Sauce: Consistency and Authenticity

Building a brand on TikTok is not about creating a viral video — it's about creating a series of engaging content pieces that collectively build awareness, foster community, and drive action. The brands that excel on TikTok understand that consistency and authenticity are non-negotiable. They show up regularly, engage with their followers, and aren’t afraid to experiment and have fun.

Advanced Strategies: Going Beyond the Basics

• Leverage TikTok Shopping: Recently, TikTok introduced in-app shopping, allowing brands to sell directly through the platform. This feature is particularly powerful for e-commerce brands.
• Utilize Duets and Stitch Features: Encourage followers to create content by ‘dueting’ or ‘stitching’ your videos. This feature allows users to build on your content, adding their twist and, in turn, increasing your reach.
• Participate in and Create Trends: TikTok thrives on trends. While joining existing trends can get your brand in front of a wider audience, creating your trends can position you as an innovator.

Measuring Success: Analyzing Key Metrics

How do you know if your TikTok strategy is working? Here are some key metrics to track:

• Engagement Rate: The percentage of viewers who engage with your content. High engagement suggests your content resonates with your audience.
• Follower Growth: An increase in followers indicates that more people are interested in your brand.
• Video Completion Rate: This metric shows how many people watched your video until the end. A high completion rate often means your content is engaging and well-paced.
• Conversion Rate: The percentage of users who take the desired action (like visiting your website or making a purchase) after viewing your content.

Final Thoughts: TikTok as a Long-Term Play

TikTok is not a one-hit-wonder; it's a marathon, not a sprint. To succeed, brands need to be consistent, authentic, and willing to experiment. Those who understand the platform's unique culture and user behavior will find that TikTok is a powerful tool to connect with a younger audience in ways that were never possible before.

By embracing TikTok’s quirky, fast-paced environment and using it to build relationships rather than just sell products, you can turn followers into fans and fans into loyal customers. Remember, in the world of TikTok, the unexpected wins, the bold are rewarded, and the creative flourish.