2. Create original content
Once your TikTok account and marketing strategy are ready, it’s time for the fun part—filming TikTok videos! This is your chance to let your brand personality shine through. Create content that’s raw and engaging, but not salesy. TikTok users favor videos that are silly, fun, and original.
If you need inspiration, open the TikTok app and scroll the For You page. Jot down all your favorite ideas, and save sounds and filters to use in your videos.
Below are some cool content ideas to get you going.
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Product tutorials: Product tutorials are a great way to show people why they need your product and how it’ll improve their lives. Make it fun and encourage questions from viewers.
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Behind-the-scenes videos: People love to see how a company makes its products. You can show the behind-the-scenes of your production or packaging processes. People will see first-hand how much attention and effort goes into each customer.
Source: TikTok
- Customer testimonials: Most shoppers will only buy from a brand after reading trust-worthy testimonials. Increase your conversions by republishing customer reviews in a TikTok video. Offering trending products is another great way to earn stellar reviews.
- Humorous skits: 60% of TikTok users are Gen Z, and the younger generation loves to see brands showcasing their sense of humor. Create funny skits to connect with buyers and highlight your brand’s personality.
If you have a streetwear brand, you can create fun try-on-haul videos featuring your latest collection. Or you could sell custom pet bowls and create videos of pets drinking from bowls with their name on them. Don’t be afraid to take risks—TikTok rewards creativity and out-of-the-box content.
3. Engage with your audience
Engagement is crucial on TikTok. If you post a video and then disappear, people will think you only care about making sales.
Respond to comments, address questions, and express gratitude to your viewers. TikTok’s algorithm prioritizes videos with high engagement. So, the more you engage with your audience, the better your content will do.
Replying to comments increases visibility and fosters a sense of community around your brand. If someone inquires about your product, respond promptly and provide helpful information. Use TikTok’s unique “reply with a video” feature to produce follow-up content addressing common questions or feedback.
Source: TikTok
4. Post consistently
While TikTok says you should post 3–4 times per day, most brands on TikTok don’t play by the rules. Unless you have a dedicated team of video creators, posting 20 videos a week is unrealistic.
When it comes to posting on TikTok, quality matters more than quantity, and consistency is key. Most brands on TikTok post 2 to 4 times per week—definitely more manageable.
Here are a few tips for finding your perfect TikTok posting schedule.
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Consider your creative capacity: Prioritize quality over quantity when posting content.
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Review other creators: Look at successful accounts in your niche to see how often they post.
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Watch your analytics: Experiment with posting frequency over time and observe how it impacts your views and engagement.
The TikTok algorithm doesn’t care how often you post, it just cares how much engagement your videos get. So, post when your audience is active.
The best times to post on TikTok are Tuesdays and Fridays from 4 to 6 p.m., Wednesday and Thursday mornings from 9 to 11 a.m., and Thursday afternoons from 2 to 6 p.m (Central Time). Afternoons, in general, have the highest engagement as users are seeking entertainment.
Whatever posting schedule and frequency you choose, stick to it. Staying consistent fosters trust and reliability in your followers.
5. Collaborate with influencers
Once you have some solid content on your TikTok account, it’s time to seek out influencers to boost your sales.
TikTok influencers hold the power to influence people’s purchasing decisions. In fact, it’s one of the most effective ways to promote your products: 69% of consumers trust influencers’ product recommendations. Influencers have built a strong relationship with their followers and can help you introduce your product to a new audience.
To find a TikTok creator that matches your vibe, type relevant keywords or phrases into the search bar and check the top videos. Or, take advantage of TikTok’s Creator Marketplace—browse creators, invite them to collaborate, and adapt your content strategy according to your insights.
Choosing an influencer whose personality and message align with your brand is best. And it’s even better if their followers match your target audience. TikTok users can easily spot overly commercial posts, so you want the videos to appear natural.
Besides the classic unboxing or product review videos, you can let the influencer decide how to promote your product. That way, you’ll have organic content that’s sure to appeal to their audience (and your potential customers).
Here’s an example of @milliet24 collaborating with Air Up and sharing her honest review.
Source: TikTok
Check out these influencer marketing trends for inspo.
6. Take advantage of features
If you promote your products on TikTok, you should definitely be thinking about leveraging the platform’s built-in features. TikTok wants brands to succeed, and they’re ready to help every step of the way.
The TikTok Beta Program allows brands to test new tools and advertising formats before fully launching, giving you a competitive edge.
TikTok’s Creator Tool lets you track performance metrics like video views, follower growth, and engagement rates. Analyzing these metrics can help you adjust your strategy over time to ensure your content resonates with your audience.
TikTok for Business helps brands boost sales, generate leads, attract new customers, and more. The program lets you use TiKTok ads to run marketing campaigns and get in front of the right audience.
Since there are so many types of TikTok ads to choose from, they deserve their own section.
7. Invest in TikTok ads
If you have the resources, TikTok ads can bring a high ROI (return on investment). The TikTok Ads Manager enables you to create effective marketing campaigns. Below are some popular types of ads the TikTok Ads Manager includes.
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In-feed native video ads blend with user content and can be up to 60 seconds long (but we recommend keeping it under 15 seconds). They pop up as a normal video in TikTok users’ regular feed. These ads are in full-screen format and often include shoppable links.
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TopView ads are similar, but only appear as the first video in a TikTok user’s feed when they open the app. This makes it even more likely that the user will see the ad.
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TikTok Shop Ads can help you target relevant audiences through feed, search, and shopping center ad placements.
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Branded lenses are an excellent budget-friendly TikTok advertising tactic. Basically, you create an AR filter with your brand visuals that TikTok users can use when creating videos. Branded lenses help build brand awareness and encourage user-generated content.
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Brand takeover ads are the first thing users see when they open the app. These ads take over the screen and are more in-your-face than TopView ads. However, TikTok only allows one brand takeover per category per day, so it can be costly (at least $20K). That said, they are highly effective. Brand takeovers can include animations, videos, and links to online stores.
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Branded hashtag challenges encourage user participation and engagement, creating interest around a specific topic or product. They’re an excellent tactic for building familiarity and trust around your brand. They can also be costly (up to $150K) so probably not the first option if your brand is just starting out.
While TikTok ads cost money, they can greatly boost the visibility of your products and brand. What’s more, consumers feel a deeper connection to brands they interact with on TikTok. 41% of viewers feel increased brand trust and loyalty after seeing a TikTok ad.
Not ready to invest in TikTok ads? Our next method for promoting products on TikTok may be more for you.
