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How to Build a Brand on TikTok (A Complete Guide)


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TikTok is more than just a platform for dance challenges and lip-syncing videos. It’s a powerful tool for businesses to build their brand and connect with a global audience. 

TikTok is the best platform for impulse purchases — so a lot of business utilize the platform to boost sales. More than 50% of TikTok users have made an impulse purchase on the platform. 

At Influicity, we’ve helped a dozen businesses across e-commerce, small business, agency, and consulting to achieve remarkable growth on TikTok.

If you’re new to TikTok or social media branding, this guide will help you navigate the platform and create a compelling brand presence.

Why Your Business Needs to Be on TikTok 

If your business hasn’t fully embraced TikTok for branding, here are the key businesses:

  1. Reach a broad and engaged audience: TikTok’s massive user base, particularly among younger demographics, allows brands to reach a broad and engaged audience. This wide reach is essential for brand growth and visibility.
  2. Enhanced content discovery: The platform’s algorithm favors content discovery, making it easier for your brand to go viral. This helps in gaining more followers and increasing brand awareness quickly.
  3. Creative tools for authentic content: TikTok’s creative tools enable brands to showcase their personality and connect with audiences through authentic, engaging content. Features like effects, filters, and editing tools make content creation easy and fun.
  4. Real-time customer interaction: Advanced benefits include enhanced customer interaction. TikTok’s interactive features like comments, duets, and live streams allow for real-time engagement, fostering a strong community around your brand.
  5. Targeted marketing opportunities: The platform’s advertising options, such as in-feed ads and branded hashtags, provide targeted marketing opportunities. This allows brands to reach specific audiences effectively.
  6. Influencer collaborations: Collaborations with influencers on TikTok can also amplify brand reach and credibility. Influencers can help promote your brand to their followers, boosting your brand’s visibility.

Understanding TikTok’s Unique Audience

To succeed on TikTok, you first need to understand its audience. 

TikTok’s user base is predominantly Gen Z and millennials, who engage with content differently than older generations. 49% of them purchase products regularly from the platform.

Gen Z TikTok statistics

Source: SurveyMonkey

They value authenticity and creativity, and they prefer short, entertaining videos over polished ads. Spend time on the app to see what kinds of content are trending and what your target audience likes. 

For example, Chipotle has mastered this by creating relatable and fun content that resonates with younger users, resulting in millions of views and increased brand engagement.

Crafting Your Brand’s TikTok Strategy

Creating a successful TikTok presence starts with a solid strategy. Follow these five easy steps to craft a TikTok strategy that aligns with your brand goals.

1. Define Your Goals:

  • Set clear objectives: Determine what you want to achieve on TikTok. Common goals include increasing brand awareness, driving website traffic, and boosting sales. Knowing your goals will help you tailor your content and measure success.
  • Align with business goals: Ensure that your TikTok goals align with your broader business objectives. For instance, if your business goal is to increase online sales, your TikTok strategy should focus on promoting products and driving traffic to your online store.

2. Identify Your Target Audience:

  • Research demographics: Understand who your audience is on TikTok. Use TikTok’s analytics and other social media insights to gather data on age, location, interests, and behavior.
  • Create audience personas: Develop detailed personas that represent your target audience. This will help you create content that resonates with them and meets their specific needs and preferences.

3. Develop Your Brand Voice:

  • Establish tone and style: Decide on the tone and style of your content. Whether it’s humorous, educational, or inspirational, your brand voice should be consistent across all your videos.
  • Create a content calendar: Plan your content. A content calendar helps you stay organized and ensures that you post regularly. Include a mix of planned content and room for spontaneous, trend-based posts.

4. Leverage TikTok Trends and Features:

  • Stay current: Keep an eye on trending hashtags, challenges, and songs. Participating in trends can increase your visibility and engagement.
  • Utilize TikTok tools: Use TikTok’s features such as effects, filters, and editing tools to enhance your videos. Experiment with different formats like duets and stitches to create interactive content.

5. Measure and Optimize Performance:

  • Track key metrics: Regularly monitor your performance metrics, including views, likes, shares, comments, and follower growth. Use TikTok’s analytics to gain insights into what works and what doesn’t.
  • Adjust your strategy: Based on your analysis, adjust your content and posting strategy. Experiment with different types of content, posting times, and engagement tactics to find what resonates best with your audience.

For instance, Gymshark uses a motivational and community-focused approach, regularly posting workout challenges and user-generated content on TikTok that align with their brand values and keep their audience engaged.


gymshark TikTok

Creating Engaging and Authentic Content

Content is king on TikTok. Your videos should be engaging and authentic to capture attention. Use storytelling techniques to make your content relatable. 

Encourage user-generated content by starting a branded hashtag challenge. Interactive content like duets and stitches can also boost engagement. 

For example, Duolingo uses humor and playful skits featuring their owl mascot to engage users, making learning fun and driving millions of interactions. 

Authentic content fosters a genuine connection with your audience, making them more likely to engage with your brand.


Duolingo TikTok

Utilizing TikTok’s Tools and Features

TikTok offers various tools and features to enhance your content. Explore TikTok Ads, such as in-feed ads, branded hashtag challenges, and branded effects to reach a wider audience. 

Use TikTok’s analytics to track performance and understand what works best. 

Leverage the TikTok Creator Fund to support content creation. Brands like Guess have successfully used TikTok Ads to launch campaigns that drive massive engagement and brand awareness. 


Guess TikTok

Collaborating with Influencers and Creators

Influencer collaborations can significantly boost your brand’s visibility on TikTok. Find influencers who align with your brand values and have a strong connection with their audience. 

Develop collaborative campaigns that leverage their creativity and reach. Measure the impact of these collaborations on your brand’s growth and engagement. 

For instance, the beauty brand ELF Cosmetics partnered with influencers for their #eyeslipsface challenge, resulting in millions of user-generated videos and a substantial increase in brand awareness.

Engaging with Your Audience

Engagement is crucial for building a loyal community on TikTok. Respond to comments and messages to show that you value your audience. 

Host live sessions to interact directly with your followers, answer questions, and showcase new products. 

Create a community around your brand by encouraging user participation and interaction. 

For example, Starbucks engages with its audience by sharing customer stories and responding to user-generated content, fostering a strong sense of community and loyalty among its followers.

Analyzing and Optimizing Performance

Regularly analyzing your performance metrics is essential for optimizing your TikTok strategy. 

Track key metrics such as views, likes, shares, and follower growth to gauge the success of your content. 

Conduct A/B testing to see what types of content, posting times, and strategies resonate best with your audience. 

Continuously review your performance data to refine and improve your approach. Brands like Red Bull use data-driven strategies to optimize their content, resulting in high engagement and sustained growth on the platform.

Leveraging Trends and Viral Opportunities

Staying updated with trends and viral opportunities can give your brand a significant boost on TikTok. 

Participate in trending challenges to increase your visibility. Create content that has the potential to go viral by using humor, creativity, and current events. 

Be prepared to quickly create and post content in response to trending topics. 

For example, Ocean Spray capitalized on a viral moment when a TikTok user posted a video of himself drinking cranberry juice while skateboarding, resulting in a massive increase in brand awareness and sales.

OceanSpray 1

Final thoughts

Building a brand on TikTok requires a strategic approach, creativity, and consistency. 

Start by understanding the platform’s unique audience and crafting a clear strategy — this approach will help you establish a strong brand presence and achieve remarkable growth.

Remember, authenticity and engagement are key to success on TikTok. So, dive in, experiment, and watch your brand flourish on this dynamic platform.

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