TikTok marketing has the potential to establish your brand more suitably and organically.

If your brand has yet to try marketing with TikTok or you haven’t gotten serious about it, the time is now.

The app is still growing, and many brands have yet to leverage its sizable audience.

You should start developing your TikTok marketing strategy as soon as possible.

What Is TikTok Marketing?

TikTok marketing is a form of social media marketing. It involves using the TikTok platform to market a brand to a target audience.

You can use TikTok to create brand awareness, grow an engaged following, sell a product, or do some combination of all three.

How Does TikTok Marketing Work?

There are three different methods for marketing on TikTok:

• Work with an influencer
• Use paid advertisements
• Post videos and hope for organic viral growth

All of these methods involve creating content with the hope of it going viral.

Many brands opt to use all three of these strategies to create a well-rounded TikTok marketing plan.

What Makes TikTok Unique for Marketing?

Unlike many other social media platforms you may use for marketing, TikTok doesn’t give preference to particular creators.

Small accounts have just as much chance of being seen as larger, more popular accounts.

If your brand is still growing, TikTok can be a game-changer.

Why Is TikTok Marketing So Powerful?

TikTok allows brands to connect with their target audience in a way that few other marketing channels allow.

The connection can be much more organic, often feeling less like marketing, thus creating a stronger bond between brand and customer.

TikTok can help you establish a personality for your brand.

TikTok utilizes endless scroll and is addictive enough to keep users scrolling for longer periods.

As people are on the app longer, you’ll be more likely to have a bigger audience.

Because TikTok influencers have massive popularity and the ability to sway opinions, working with the right influencer can do a lot for your brand.

What Is the TikTok Algorithm?

TikTok’s algorithm controls what content shows up on a user’s For You page.

TikTok uses several ranking factors to determine what shows up on a specific user’s For You page.

Perhaps the most important factor is user interactions.

TikTok curates a For You page by looking at the videos a user likes, comments on, shares, watches all the way through, etc.

The algorithm looks at the content a user creates along with who they follow.

TikTok also considers a user’s account settings, such as their language and age settings.

The app looks at a video’s factors as well, such as the title, caption, hashtags, etc. to determine which users will likely enjoy its content.

How Can Marketers Use TikTok?

There are several different strategies marketers can use with TikTok.

It’s usually a good idea to use all or at least a few of these strategies instead of focusing on just one.

Many marketers start by creating an account for their brand and posting original content.

Hashtag challenges can be popular and are a good way to gain brand recognition.

If your content isn’t getting seen, you have the option of paid advertising.

You can also use influencers to promote your products, as social proof is particularly persuasive.

TikTok allows your brand to get creative. You don’t have to blow your budget on expensive videos.

Simple videos that rely on creativity instead of flashy effects often do the best on the platform.

TikTok lets you show users a different side of your brand.

What Content Works Well on TikTok?

Any type of content can go viral on TikTok.

You may start the next big thing with your unique video.

However, some types of content tend to perform well.

If you’re stuck when it comes to content creation, consider if one of these will work for you.

1. Tips or Hacks

Tips and hacks are powerful because users love quick and actionable tips.

This content works well when it either solves a problem users have or points out a better way to do something.

Be sure to keep your tips and hacks on brand and in your niche.

For example, if your brand is focused on housekeeping and home organization, organizing hacks are a great topic for your content.

2. Funny Content

People tend to go on TikTok for entertainment.

Funny content is always a hit, especially if you can resonate with your target audience.

Again, it’s important to keep your content within your niche.

Ensure that it’s appropriate for your audience.

If you have a specific target audience, then you may be able to do some inside jokes that will form a connection.

3. Trends

Trends work well for a reason – trending content tends to show up more frequently on people’s For Your pages.

Following trending content can have huge benefits, but you have to be strategic about it.

You want to catch trends as they’re up and coming or at the height of their popularity.

If you wait too far into a trend’s life cycle, then your brand may look like it’s behind the times.

Why Your Brand Should Leverage TikTok Marketing

Below are just a few of the reasons your brand should be using TikTok for marketing.

Large Audience

While TikTok doesn’t have the most extensive user base of all the social media platforms, it does have an active, engaged user base, which makes it perfect for marketing.

Users spend a lot of time on the platform, so you’re likely to have more eyes on your content.

Level Playing Field

Unlike other platforms, TikTok is much more equitable.

Everyone has the same chance of getting featured, from creators with no followers up to those who have the most.

If your brand is new to social media, TikTok is a great place for you to get your start and grow a following.

Reach a Younger Audience

If your brand is trying to reach Gen Z, TikTok is the place to go.

60% of TikTok’s user base is made up of Gen Z users.

Traditional forms of advertising aren’t as effective with younger users, so TikTok allows you to approach them in a format they already understand.

Read More: Gen Z trends that every brand should be aware of

How to Create a Successful TikTok Marketing Strategy

The first step to a successful TikTok marketing strategy is to create a brand account and set it to a business account.

Make your profile look professional with your logo.

Follow others in your industry to get an idea of what the competition is doing.

Next, figure out where you want to start with content.

Paid advertising and influencer marketing can be costly, so you may want to start with original content if you have a limited budget.

Your business account comes with a few special features.

The Business Creative Hub gives you resources and advice to help you create relevant content.

The Shopping feature lets you sell products without users having to leave the app.

How to Create Interesting TikTok Marketing Content

First, you mustn’t create content that feels like a traditional ad. Avoid sales language.

Users, especially younger ones, will see right through it.

Try to model your content after other non-business content.

You want your content to feel organic and natural.

Next, be sure to stay within your niche.

If your content doesn’t fit your niche, then users may be confused about your brand.

Also, you’ll be more likely to reach your target audience if you create content that will appeal to them.

Finally, make sure you know your target audience.

What types of content engage them?

What are their problems and what is a creative way to show them your solution?

How to Find Hashtags for Your Brand’s TikTok Posts

Hashtags are important because they send signals to TikTok about the nature of your content and allow users to find you.

You can start by researching the most popular hashtags by going to the Discover page.

You can also search to find existing hashtags relevant to your brand.

You can often take these hashtags and create content around them.

You may opt to include #fyp or #foryoupage, but no one knows for sure if these hashtags make a difference.

When choosing hashtags, be sure to include some that are broader and others that are specific to your niche.

Scope out your competitors to see what hashtags they’re using.

You can also use one hashtag to find others.

When you type keywords into the search bar, you’ll get suggestions of similar keywords you can use as hashtags.

How to Get TikTok Marketing Analytics Data

TikTok analytics are invaluable to determining which aspects of your marketing campaign are working.

If you haven’t already, you need to switch your brand’s TikTok account to a Pro account.

Once you do, you’ll see Analytics under Settings.

There are three different sections with analytics.

Your Profile Overview shows information about how many views your profile and videos are getting along with your follower count.

Follower Data tells you the ratio of male to female for your followers and displays where your followers are from.

Content Data lets you see which of your videos are trending.

You’ll also get detailed insights into individual videos.

You can see how many people share your videos and see how long people are watching each video.

How to Get Started With TikTok Influencer Marketing

Influencer marketing may seem daunting at first, but by following a few simple strategies, you’ll be off to the right start.

Even if you are not trying to learn how to make money on Tiktok, you should still be aware of how to use the platform to your advantage.

Relevance Over Reach

It’s tempting to pursue the influencers with the highest follower count.

You’ll get in front of more eyes.

However, if your influencer’s audience doesn’t match your target audience, the partnership won’t benefit either of you.

Instead, you need to consider influencers who are relevant to your target audience.

Find an Influencer in Your Niche

Influencers in your niche will give you the best chance of reaching your target audience.

You can search keywords and hashtags to help you find influencers who may be a good fit for your brand.

Watch Their Videos to Find a Good Fit

Once you have a list of influencers, it’s a good idea to watch their videos before deciding who to contact.

Even though someone is in your niche, their content may not align with your brand’s values or personality.

Reach Out to Offer Partnership

Once you’ve found influencers you’d like to work with, you need to contact them.

You can send them a direct message or email them if they have an email listed.

Many influencers have contact information for partnerships on their profiles.

Keep your message short, but make sure it’s personalized.

Influencers will want to work with you if you’re already familiar with their content and can explain how they can benefit from working with you.

Pro Tip: Use TikTok live to make your campaign even more successful

TikTok Marketing Examples

Below are some of the most successful TikTok marketing campaigns.

Chipotle

Chipotle is one of the most popular brands on TikTok.

They’ve used hashtag challenges like the #ChipotleLidFlip Challenge and #GuacDance Challenge to engage millions of users.

Not only has Chipotle improved people’s perceptions of their brand, but they’ve also seen a spike in sales when one of their videos goes viral.

Netflix

The streaming service is known for its original films and television series.

They’ve had success on TikTok by promoting their original content with interviews, exclusive clips, and more.

They’ve also had success with user-generated content.

Their filters have had viral appeal as people create and share to their accounts.

The NBA

The NBA uses TikTok to show another side of its brand.

While many of its other social media channels focus on what you’d expect – scores and stats – their TikTok channel features videos of players dancing, playing pranks, and having fun.

The NBA’s TikTok channel lets them show a fun side of their business.  

Frequently Asked Questions

Still have questions about TikTok marketing? We have answers!

Parting Thoughts

If you haven’t yet, it’s time to jump into TikTok marketing.

The app only seems to be growing in popularity, so you have the best chance of reaching your audience.

By making creative content and partnering with the right influencers, your brand can connect with customers in a meaningful way.

Have you started using TikTok marketing?

Let us know how it’s going in the comments below.

TikTok marketing is part of a new marketing strategy that allows brands to make deeper and more effective connections with their target audience.

The FYP (For You Page) is where most people spend their time on the app, so in this guide, we’ll break down everything there is to know about the FYP, FYP optimization for videos, and personalization for your FYP.

What Is TikTok?

TikTok is one of the most popular social media platforms.

The platform specializes in short-form videos.

TikTok started as Musical.ly, an app that focused on lipsyncing videos for popular music.

The app was bought by the brand ByteDance in August of 2018 and reconstructed into TikTok.

Why Is TikTok So Popular?

TikTok’s young audience and short-form content are the primary reasons for its popularity.

The short videos make content easy to consume.

It is most popular with the 10-19 age group, a very influential age that can drive trends.  

What Does FYP Mean on TikTok?

FYP means For You Page on TikTok.

The FYP is the landing page for the app, the first thing you see when you open TikTok, and where most people watch content.

The For You Page is tailored to the content you watch and like, meaning it suggests videos to you based on the content you have liked and engaged with in the past.

What Is The Purpose of FYP On TikTok?

The purpose of the FYP on TikTok is to discover content that is either trending or falls in line with the content you have shown interest in before.

Most of the content on FYP is popular videos that many people have liked.

What Will You Get on Your FYP?

The content that shows up on your FYP is based on an algorithm, meaning it tracks how you interact with the app and tries to tailor its suggestions to the things you have shown interest in.

For example, if you consistently like dance videos, watch them all the way through, or interact with them, you will see dance videos show up on your FYP more and more.

Who Uses FYP?

If a person uses TikTok, they most likely use the FYP as it’s the first thing you see when you open the TikTok app.

In addition, the FYP utilizes the “endless scroll,” meaning as long as you swipe up, you will never run out of content to watch.

The endless scroll and the short videos make content easier to comprehend and interact with than long-form entertainment.

Why Do People Comment “FYP” Under Videos?

FYP is a way to interact with a video you like so that you will see similar content.

It enhances TikTok’s algorithm to pull up videos you may enjoy.

How To Personalize Your FYP?

TikTok uses your data to suggest videos that it thinks you will like based on your past behavior.

Here you can find all of the data that TikTok collects from you as a user.

The best way to personalize your FYP is to give TikTok data that will help narrow your interests.

TikTok tracks the videos you watch, rewatch, and like.

So the next time you find a video you love, you can make sure to like it, comment on it, and give it a second watch.

If you’re getting content that you don’t enjoy, you can always press down on the video and select “Not Interested” from the menu.

Doing this lets the algorithm know that you aren’t interested in content similar to the one you selected.

Why Is Getting On The FYP Important?

Content featured on the FYP typically reaches a wider audience and, most importantly, helps you find people interested in your content genre.

Why You Should Optimize Your Content for the For You Page

The For You page is where people find and consume content on TikTok.

The company even describes the FYP as “central to the TikTok experience…” (source).

If you are hoping to reach a wider audience with your content and possibly even get on trending, getting your content on the FYP is imperative.

If you make a specific type of content (such as dance, school, DIY), you want to make sure you engage with that community as much as possible, so your videos show up on their FYPs.

How Do You Get On The FYP?

There are a few methods you can try to optimize your content specifically to get on the FYP.

While there is no sure-fire way to game the algorithm, others have used these methods with success.

Use Proper Hashtag Etiquette

Many people overuse or misuse the #foryoupage, #foryou, and #fyp tags.

The idea is that these hashtags help TikTok’s algorithm to push your video onto the FYP, but there is no evidence to support this.

Rather than spamming your video with many FYP hashtags, you should only use hashtags that directly connect with your content.

For example, you can use the specific trend hashtag if you post a dance challenge video from a trend.

Also, if you have a specific interest (such as DIY, music production, or art), you can find the hashtags most often used for videos like yours.

Pro Tip: Use hashtags on TikTok just as you would use small business hashtags – sparingly, yet effectively.

When and How To Use the Abbreviation FYP

The abbreviation FYP for For You Page is well-known within the community of TikTok, so you probably won’t confuse any regulars of the app if you bring out the abbreviation.

You can use it freely on TikTok, but you may have to explain if you’re talking to someone outside of the loop.

In general, you can use FYP in place of anywhere you would write “For You Page.”

Create Shorter Videos

Short videos are easier to consume.

TikTok is a very fast-paced app with mainly short videos, and in general, shorter videos do better.

The quicker you can get to your point, the lower the chance of losing a person’s attention.

An important note is don’t try to overload a short video with many words on-screen.

Sometimes creators will write paragraphs using the text tool, and showing a person a wall of text gives you a smaller chance of them paying attention.

Reading the words with added captions or using the text-to-speech feature are two great options to avoid this.

Write Engaging Captions

Another great way to push your video in TikTok’s algorithm is to write captions that will engage the viewer.

Many people do this by asking a question to the audience.

For example, if you are making a craft or DIY video, you may write in the caption “Has anyone ever tried this before?” or “Does anyone have tips for this project?”

Comments and other forms of direct engagement will boost your video’s ranking in the algorithm, and you have a better chance of that TikTok making it on the FYP.

For even more engagement ideas, check out our Questions for Instagram story guide.

Create High-Quality Videos

One of the best ways to gain traction and impress people is to make sure that you are always focused on quality.

A short video that is poorly shot, edited plainly, and doesn’t contain high-quality content has a much lower chance of making it on the FYP.

Whatever your niche is, make sure you spend time on your videos and think about if the TikTok would entertain or inform you as a viewer.

Post New Content When Your Audience Is Most Active

Depending on the location and demographic of your audience, certain times will be better to post so that your followers and potential audience will see it.

What time should I post a video so it appears on TikTok’s FYP?

The time you should post a video depends primarily on the location and demographic of your audience.

As far as location, you should make sure you aren’t posting when your audience is asleep, so too early in the morning or too late in the night are not great times.

Your audience’s location usually corresponds with your location, so American TikTokers typically have primarily American audiences, while an African TikToker will likely have a majority African audience.

For social media platforms like TikTok, after lunchtime is the starting point for when it is the best time to post, and around 9 or 10 at night are the cutoff times.

If you use TikTok for your small business or as a creative worker, you may consider using TikTok for Business.

Along with other things, it provides you with the specifics of your audience, such as when they are most active and the general location.

Add Trending Sounds And Music To Your Videos

A great way to gain traction on your TikToks is to use trending sounds or music in your video.

What sounds will help me get on TikTok’s FYP?

There are no specific sounds or music we can point out since the trends are constantly changing.

But if you scroll through your FYP, you will likely see some of the same sounds or music repeated or even a specific challenge or trend.

You can use the trending sounds and music you see or are even suggested through the TikTok video editor to boost your video’s reach.

Wrapping Up

TikTok is one of the most popular social media platforms today, so it’s a good idea for anyone online to learn more about it.

Now that you know the basics of TikTok’s For You Page (FYP), you can get out there and personalize your FYP or even tailor your content using some of our tips.