TikTok is no longer an app for scrolling through Gen Z dance challenges. In fact, the gap between the typical Gen Z audience and the millennial audience is closing, allowing brands to reach wildly different demographics.
Chances are, the people you’re trying to reach are on TikTok. But how can you connect with your target audience and use the platform to grow and scale your business?
And if you're serious about growing the brand's presence, you'll want to snag our free TikTok account management checklist. It's designed to keep your efforts on track and ensure you're crushing it on the platform.
The explosion of TikTok over the past few years has made it an important place for brands to have a presence. Here’s why:
Have these stats convinced you to start promoting your business on TikTok?
Good!
We’ve put together a guide to TikTok marketing strategy in different industries, with high-engagement examples for inspiration.
Like most social media platforms, TikTok has a range of video formats to choose from. Each one comes with its own set of pros and cons.
Feed videos show up in your feed on TikTok. Much like Instagram, the videos stay on your profile forever (unless, of course, you delete them). These kinds of videos are good for building brand awareness, attracting new prospects, and creating a slick, branded TikTok feed.
Bonus tip: Pin relevant videos to your TikTok profile to convert more profile visitors. Keep in mind that you can pin up to three videos.
TikTok Story videos are posted to your profile but only stay up for 24 hours. After that, they disappear. These ephemeral videos are good for going behind the scenes, cementing deeper relationships with your customers, and showing off your brand personality.
Live videos are exactly as you’d imagine–videos that are filmed and aired in real time. They are good for shining a light on special events, connecting with your audience, and building trust with your TikTok followers.
Keep in mind that TikTok is all about connecting with your audience and creating a strong community.
It can be tempting to dive headfirst into creating TikTok videos–who doesn’t want to experience the heady heights of viral videos - but there are a few things you should bear in mind if you want to succeed.
The last thing you want is to proudly throw out a video that is greeted by the deafening sound of crickets.
Watch time, user interaction, video information, location, language, and "not interested" feedback are factors that affect the TikTok algorithm.
No matter the industry you’re in, TikTok can be a great way to reach new audiences and increase the visibility of your brand. Here are some TikTok ideas for eight wildly different industries to spark your imagination:
The real estate industry is full of beautiful houses and voyeuristic viewers. Use TikTok to run house tours, share industry secrets, and answer common questions that buyers and sellers might have.
Listings By the Portfolio have generated an engaged following of home lovers with their well-put-together house tours.
Jen Crouse Realtor builds trust with her followers with a series of videos that share industry secrets - like this one that highlights what realtors really mean.
It’s a no-brainer that digital marketing agencies should have some sort of presence on TikTok. Use the platform to share resources, go behind the scenes, and showcase some of your best work.
Social media marketing agency No Good publishes helpful TikTok videos, like this visual list of editing apps for brands.
Spin Brands takes its followers behind the scenes and introduces them to employees through fun, engaging videos, like this one that answers the pressing question of whether each member of the team is a “main dish or side dish”.
The legal industry is notoriously quite dry and serious. TikTok can change that, with videos that offer legal advice, tips, and interesting client stories. You can also hop on trends–just look at how many lawyers used the Depp vs Heard trial to offer their two cents.
While every case differs, Kennedy Law Firm offers generic legal advice for specific situations. It showcases their expertise and helps them build authority in the industry.
Everyone likes a crime documentary, and Jayoma Law Firm plays on this with their controversial TikTok videos that showcase client stories.
Fashion brands are well-represented on TikTok. The platform can be used to show how products are made, share styling tips from TikTok influencers, and showcase your latest product line.
Fashion heavyweight Dior shows their audience how they make some of their most iconic pieces by taking them behind the scenes.
Asos gives its TikTok followers ideas on how to dress for various occasions. This forms an important part of the brand’s fashion marketing strategy–plus, TikTok is slowly rolling out social commerce features to make it easy for users to purchase products featured in videos without leaving the app.
SaaS brands can make it work on TikTok with videos that share fun hacks and tips, tutorials, customer success stories, and important product features.
Design tool Canva shares a range of different types of TikTok videos, including this one that shares a useful hack in a quick, fun way.
Adobe Video uses TikTok to show off product features to its followers through helpful how-tos and quick guides.
The possibilities are endless for hospitality brands on TikTok: you can share recipes, hop on trends, and create new challenges while staying on brand and promoting your services, location, and, most importantly, your delicious menu.
TikTok is predominantly an entertainment platform, which sandwich brand Subway leverages perfectly. This video promotes its products in a fun way.
Dunkin’ is a pro at TikTok–browse its profile and you’ll see tons of videos covering trends and challenges. But one of the things the brand is particularly good at is showing off its menu in a mouthwatering way.
Brands in the beauty industry have tons of options when it comes to TikTok. You can partner with influencers, create makeup tutorials, provide useful tips, and even go behind the scenes to reveal how your bestsellers are made.
Sephora’s a pro at partnering with beauty influencers to shoot tutorial videos. The brand has even created its own branded hashtag challenge (#SephoraSquad) to display all collaborator video content in one place.
Up Beauty Cosmetics creates mesmerising videos showing how its bestsellers are made. This highlights the products and takes viewers behind the scenes for added trust and credibility.
Travel is a popular category on TikTok, which makes it relatively easy for hotel brands to post engaging content. Use the social platform to partner with big-name influencers and content creators, answer common travel questions, and provide tips to keen travellers.
Marriott Bonvoy runs influencer marketing campaigns with big names to share travel secrets, stories, and tips. In this video, the brand teams up with One Republic to answer viewer questions.
The Hilton uses TikTok to clarify myths and answer common questions. Doing this highlights the brand’s expertise in the industry and reduces friction in the buying journey.
If you're wondering how to promote your small business on TikTok look no further. This is a great social media channel to connect with local customers and build a loyal following. It’s all about authenticity—show your brand’s personality, share your story, and make your audience feel like a part of your journey.
Many small businesses find success by demonstrating their products in creative ways. Take for example Baked by Melissa, a small cupcake shop that showcases fun and colorful behind-the-scenes content of how their mini cupcakes are made, driving engagement and sales.
Many small businesses find success by sharing the story behind their brand. Think of it as a “meet the maker” moment—whether you're baking, crafting, or running a service-based business, show the passion behind your work.
Franchises have a unique opportunity to personalise their locations while staying on-brand. TikTok lets franchises show the human side of their business while engaging with customers at the local level.
If your business operates in multiple locations, TikTok is a powerful way to unite your locations under one brand while still offering local flair. You can showcase what makes each location unique, while staying true to your core messaging.
Chipotle is known for promoting limited-time local offers and unique events through TikTok. Show off what’s happening at each of your locations to drive local traffic and build excitement.
Universities and colleges can use TikTok to connect with prospective students and show off campus life in a fun, engaging way. It's perfect for humanizing your institution and building a connection with Gen Z.
Showcase campus events, dormitories, and student testimonials to provide an authentic glimpse into your campus culture. Additionally, take advantage of the chance to introduce your staff to potential students, as these are the individuals they will depend on during their academic journey. For inspiration, explore Harvard's TikTok account and their diverse content pillars.
Use our guide on how to create short-form videos to get the best results.
TikTok’s audience is expanding and diversifying daily. What once was a Gen Z-dominated platform is now increasingly popular among millennials as well.
This makes it an excellent venue for reaching fresh audiences, engaging prospective customers, and driving traffic to your website. Dive into various content types on TikTok to discover what resonates best with your target audience, whether that’s collaborating with beauty influencers on tutorials or tapping into trending topics in the legal sector.
If you're looking for a reliable partner to enhance and simplify your TikTok strategy, consider giving Sendible a try with a free 14-day trial. You'll appreciate features like Bulk Import, Custom Tags, AI Assist, and a comprehensive Content Library. If you prefer a more personalized experience, our experts are available for a guided tour.