The TikTok social media platform has seen explosive growth over the last two years. It now has 500 million users that are desperate for fun and exciting content – this is a massive opportunity to promote your business.

To be successful with TikTok marketing, you need to know how the platform works and how the users interact with each other. Since TikTok has users of a younger demographic, you will need to speak their language to be effective.This guide will explain all you need to know to create successful marketing campaigns on TikTok.

We have done the research to provide you with information on how to use TikTok to market your business successfully. 

Our guide is an easy and engaging read that provides you with tips and advice you can implement to your marketing strategy.  A number of businesses and organizations have already used the TikTok platform to get the word out.  Fortunately, you can replicate their success easily by engaging  with the TikTok user base – – this guide will show you how to achieve that.

Other marketers have tried marketing their strategies on TikTok and failed. We do not want you to make the same mistakes, so follow the steps in this guide to maximize your chances of success.

A lot of people have never heard of TikTok. Marketers that spend advertising money on social media platforms do not know anything about it or the potential that it provides. That’s good for you, because it means there is less competition for you to worry about.

In fact, TikTok has been in the news recently for the wrong reasons. There was concern that the platform was not safe for youngsters to use. TikTokhas since cleaned up their act and removed videos that did not meet their community guidelines and terms of use.

This has not slowed down TikTok’s incredible growth over the last two years. It was the most downloaded free iOS app in the first half of 2018, the most downloaded Google Play app in 2018, and the 3rd-most downloaded app in the world in November of the same year. 

In March 2019 there had been over 1 billion installs of TikTok. There were 660 million downloads in 2018 and 188 million in the first quarter of 2019. There are over 500 million active users of TikTok with 26.5 million from the United States. 

Here are some other key statistics about TikTok:

  • There are more users of TikTok on Android than iOS
  • At the moment, the largest user base is in India at around 43%
  • Around 66% of TikTok users are less than 30 years old
  • The average time spent on the TikTok platform is 52 minutes
  • There has been an increase with in-app purchases of 275% 
  • 29% of the user base use TikTok every day
  • Challenges work well – the #RaindropChallenge has more than 685 million views and the #TumbleweedChallenge created 8,000 videos and more than 9 million views in a week
  • For the #InMyFeelings challenge, there are over 5 million videos on TikTok, compared to 1.7 videos on Instagram

What is TikTok?

A company in Beijing, China called ByteDance developed the Douyin app in only 200 days. They launched the app for the Chinese market, and then launched TikTok, which is the same app, for the international market in 2017.

The ByteDance company purchased Musical.ly – a popular app created by a startup in Shanghai, China who also had an office in Santa Monica in the United States. This helped ByteDance to build a larger video community.

TikTok is all about short videos, with users uploading videos of 15 seconds or less. With the previous app Mucical.ly, users tended to upload videos of themselves lip-syncing  to popular music videos. The most talented and widely viewed users turned into the biggest influencers of the Musical.ly platform.

You can upload videos of around 60 seconds, but the majority of the videos on TikTok are 15 seconds or less. The target audience for TikTok, and formally Musical.ly, are teenagers and those in their early twenties, with an age range of 13 to 24 year olds.

TikTok changed the variety of the videos uploaded on the platform. Now, you will find a lot more than lip-synced videos, and can easily browse through the millions of other videos. You will find comedians doing stand up, prank videos, dancing videos, skateboarding videos, fashion and beauty videos, and a lot more. People with all kinds of talents are now uploading to TikTok – and now there are people uploading videos showing their favorite products.

Not all of the TikTok users create and upload videos, which . is the same with YouTube and Instagram. A lot of users are just looking for entertaining content to make them happy.

There is no need for a TikTok user to follow anyone on the app. If they just want to find entertaining videos, they can use the Discover page and look for what they are interested in. A TikTok user can search for videos using keywords or specific hashtags.

Now, TikTok users are “liking” more videos and subscribing to more channels than they did before. There is a lot more sharing of TikTok videos since you can now look at the videos that a user has played through their profile page.

Who are the TikTok Users?

The previous app Musical.ly targeted the Generation Z demographic with a primarily female bias. TikTok seems to be targeting the same demographic, but it might be too early to tell since there are older users on the platform too.. However, around 66% of TikTok are under the age of 30, with females still dominating the platform at around the same percentage. 

TikTok has international appeal, with a majority of users from India and the United States. The sister app Douyin has around 400 million Chinese users, and uses a different server than their related Tik Tok app. 

When Douyin first launched, more than 50% of users were under the age of 24. However, most of these users are still using the app, so the age range keeps going up. Time will tell if the same thing will happen to TikTok – we believe this could be the case.

Videos on TikTok

A TikTok user can upload a video they have shot of themselves or any other video in their gallery. There are features in TikTok that can slow down or speed up videos, with users being able to apply a variety of filters.

TikTok also has a “react” feature, where users can shoot a video of their reaction to another video. This popular feature shows a small window of the  user anywhere on the screen, so the viewer can see the original and the reaction. There is also a “duet” feature, where a user can create a video next to another one. This popular feature was available in the previous Musical.ly app and was kept in Tik Tok – a smart move.

Users that upload videos can mark them as either “public”, “private” or “friends only”. TikTok provides a “for you” page that displays a feed of videos recommended for the user based on videos the user has viewed before by using artificial intelligence.

Each TikTok user has a “saved” section in their profile that only they can see. Here, they can add videos, sounds, filters and hashtags that they can refer back to at any time.

TikTok Growth Factors

So how did TikTok grow so quickly? The platform has taken a lot of people by surprise with its rapid growth in such a short space of time. Here are some of the main reasons for the expansion of TikTok:

Content that is Localized

Despite TikTok being a global app, it has a focus for localized content. You will see a number of local challenges on the platform resulting in an increase of the user base. TikTok has a contest called  “1 million audition” that it runs across different nations. 

Participants with the best themes receive an award, causing an increase in the overall user base. Not only that, but TikTok provides suggestions to users for local topics, leading to more local videos being created.

It is easy to use TikTok

Users find it really easy to use the TikTok app. It makes video creation and sharing very simple. There is no steep learning curve as there is with some other platforms.

All a user has to do is record their video and then instantly post it. As soon as you open the TikTok app,videos become easy to access and your video feed will automatically play in sequence. It is very easy to find videos that you want to watch.

Getting Started with Tik Tok

You need to make a good start with TikTok if you want to be successful. In this chapter we will look at the best way to get started so that you create the right marketing foundation using the app.

Is TikTok Right for your Business?

Before we get started on registering a TikTok account and setting things up, you should first conduct some research to see if TikTok is the right platform for your business. Ask yourself the following questions:

  • Are your target customers younger than 35 years old?
  • Does your business target Generation Z and younger Millennials?
  • Are your products visually appealing?
  • Are you in the music business or an artist?
  • Would you say that your brand is fun, casual, and trendy?
  • Does your brand have a “cool” vibe about it?
  • Do you have the resources to post content regularly on TikTok?

This is not an exhaustive list by any means. Take a look at the type of brands that are using TikTok for marketing now. Does your brand suit the platform? 

We suggest performing a test for around 3 months to see if Tik Tok works for you. Later in this guide we will discuss how you can tell if your marketing strategy is successful or not.

Install TikTok

Now that you have decided to use TikTok for your brand and marketing, you will need to download the app and install it on your mobile device. TikTok is available for Android and iOS devices here:



One of the really good things about TikTok is how easily you can share other people’s content elsewhere. Other social media platforms actually prevent this from happening. Once you have a TikTok account, users can share your content on other sites.

TikTok users can download full video and GIF versions of your content with a watermark. This helps get the word out about the platform and your brand in a seamless and organic way.

Once you have installed TikTok, you will need to create an account and choose a username and display name. It is easy to sign up using Facebook, Twitter or a Gmail account. Make these names count and associate them with your brand. 

Be aware that if you sign up using your phone number, then your username will reflect this number. When you use an email address, TikTok will provide a more personalized username. However, it doesn’t really matter because you can change your username.

As soon as your account is ready, TikTok will create a feed of videos that it thinks you would be interested in using AI technology. As you spend more time using TikTok, the AI technology will make smarter video choices for you. 

Set up your Profile

To access your profile, tap on the icon that looks like the outline of a person with the word “Me”, located on the lower right of the screen. Write an eye-catching bio to encourage Tik Tok users to want to follow you.  You can link your YouTube and Instagram accounts in your profile, which we strongly recommend doing. . Currently, you cannot link your Facebook page – although this is sure to change in the near future.

Take your time to write a compelling description and add relevant hashtags, making your writing. as engaging as possible. If you want other users to react to your videos using the “duet” feature, then you can set this in your profile.

You will need to select an image or video for your profile. We recommend that you choose a video, since this is a video platform. When you are completing your profile, always think about the appeal that you are creating – it can make all the difference of you being discovered.

Start Engaging with other Users

The next step is to find related videos and start engaging with other TikTok users. You need to get used to navigating around the app using the two main feeds. The default feed creates the “For You” page that presents videos to you using AI technology. This is similar to how Instagram’s “Explore” page works.

When you watch a video on TikTok you will notice a series of icons to the right. The first icon will take you to the content creator’s profile. Then there is the heart icon for “liking” a video. Next, you have the comments icon and an arrow pointing to the right, which you can use to share “TikToks” on other social platforms.

Finally, there is a spinning record icon that has musical notes coming out of it that tells you about the music playing in the video. When you click on it, you can see the name of the track, the artist, and other videos using the same song.

If you find a video you enjoy, then tap on the heart icon to “like” it as you would on Instagram or Facebook. When you find related videos from users with a steady following, you should leave a comment or share the video on external platforms for exposure. 

Following other TikTok Users

We recommend that you start following other TikTok users, especially those who are in the same niche as you. There are actually four ways that you can follow another user on TikTok, with the methods varying if you usean iOS or Android device:

Following TikTok Users on an iOS Device

1. Browse Videos or Categories – with the app open, tap on the magnifying glass at the bottom of the screen. This takes you to the page where you can search by user or category. Tap on a hashtag, a category, or use the  search bar at the top of the page. 

Now tap a video and look for the profile image in the bottom right corner. Tap the Plus sign, and watch  this transform into a checkmark.

2. Search for a Username – use the magnifying glass and enter a username into the search bar. You will then see the user with a red “Follow” button on the right. This will then transform into a white “Following” button.

3. Follow contacts on your device – tap on the person icon in the far bottom right of the screen. Tap the person outline icon with a “+” to open the “Friends” screen. Tap on “Find Contacts Friends” and then follow a contact using the “Follow” red button as above.

4. Follow Facebook Friends – go to the Friends screen again using the method above. This time, tap on “Find Facebook Friends”. A message will appear about signing in to Facebook – ap “Continue”. After confirming your Facebook login, you can invite your friends to TikTok by using the red Follow button.

Following TikTok Users on an Android Device

1. Follow from Browse – open TikTok and then swipe up the main screen to find an account of interest. You can look at recent videos by swiping up and down your home feed. Here you will see the profile picture with a red plus sign – tap on this plus sign to follow the user.

2. Follow from Search – tap the magnifying glass icon on the bottom left of the screen to the search page. Now, use the search bar at the top of the page to find  users, hashtags and sounds. When you see the user you want to follow, just tap on the red “Follow” button.

3. Follow contacts on your device – tap on your profile icon at the bottom right of the screen to open the profile page. Tap on the person outline with a plus sign in the upper left corner. Then, tap on “Find Contacts Friends” to scan your phone book. You will need to tap on the “Allow” button first. Tap on the Follow button next to your contact’s name.

4. Follow Facebook Friends – open your profile page as you did above and tap on the outline person with the plus sign. This time tap on “Find Facebook Friends”. You will need to sign in to Facebook so TikTok can scan your friends. When you see your friends list, tap on the red Follow button.

When you follow people on TikTok some of them are going to follow you back – not all of them will, but that’s OK. You always want to have some followers on your profile when you are starting out. It doesn’t look great if you are marketing on the platform and you have no followers.

Creating Content For Tik Tok

Types of Posts on TikTok

To give you some good ideas for content you can create on TikTok, we will take a look at the most common types of posts. Remember – whatever you do, it needs to be entertaining.

Music Videos

Remember that the TikTok platform is a continuation from the Musical.ly platform, which was all about lip-syncing to famous songs. It is probably no surprise y that mini music videos and montages are very popular on TikTok.

You will find a number of lip-syncing videos – and others that are a bit more creative. For example, there are numerous music videos featuring characters from games, where the words of the song have a strong and relevant connection.

Comedy Videos

There are a ton of videos on TikTok with the aim of making people laugh. Some users have especially creative ideas that are almost guaranteed to make you laugh, with humor appropriate for people of all ages. While many of the comedic videos are spontaneous and 15 seconds or less, there are others that are well planned out and have extensive  detail. Making comedic videos is not easy, but if you can do it, you will really connect with the TikTok crowd.

Special Effects Videos

You can create some great videos with special effects in TikTok. For example, there are a number of face filters to make your videos really interesting. Special effects videos are usually very popular, so take your time and learn all you can about these features. Duet Videos

If you see a musical post that you want to reply to, you can use the “Duet” feature in TikTok. This popular feature in Musical.ly is easy to make by creating your own video side-by-side of the original video. Some of the best videos using the Duets feature are reactionary. These easy-to-make  videos are usually used for comedic effect in reaction to the original post.  Challenge Videos

A very popular trend on TikTok is a hashtag challenge. When Jimmy Fallon, the host of The Tonight Show, came up with the idea of the #tumbleweedchallenge, it was an enormous hit. In less than a week, there were more than 8,000 videos related to it on TikTok that received over 10 million engagements.

A challenge video encourages users to participate by doing something fun. Other successful challenges have included the #ChipotleLidFlipChallenge, where the aim was to flip a Chipotle bowl lid by using only the bowl. If you can come up with the right challenge, you can get a huge amount of engagement on TikTok.

Creating a TikTok Video

We always recommend that you plan your TikTok videos when you promote  your brand on the platform. Remember that your aim is engagement with the users, and planned videos tend to do a lot better than spontaneous videos.

It is pretty straightforward to create a TikTok video. If you have ever posted a story to Instagram or Snapchat, then you are going to find the tools in TikTok easy to use, intuitive, and powerful.

The first thing you need to do is to tap on the “Plus” icon at the bottom of the screen. This will open the camera on your device, where you will see a large, red, round record button. You can create either a 15-second short video or a 60-second longer video. 

 You don’t have to use your camera to record something on-the-fly. There is an “Upload” button that you can use to upload a video you created earlier. Whatever way you choose, you can use the tools to add special effects, including:

  • Speed up your video
  • Slow down your video
  • Alternate between your front and back camera
  • Add a timer

There are a number of effects available in TikTok.  When you tap on the “Effects” icon on the left side of the screen, you can browse through them. There is a “World” tab where you will find effects for your environment, like a slice of augmented reality pizza!

If you are using a dog or cat in your video, then there are even special effects available for them as well. The “Beauty” button is a real lifesaver – use this to erase any dark shadows under your eyes. 

There are the various filters available that are all numbered, unlike the ‘named’ Instagram where they all have names. As with Instagram the filters in TikTok are there to allow you to change the color filter of the camera.

The timer feature is useful for hands-free recordings. Without this feature, you would need to hold the recording button down the entire time you are shooting your videos within TikTok. 

We recommend that you spend time playing around with the special effects tools in TikTok. It  won’t be long before you can start testing the Duets feature. To create a Duet video, just tap on the ‘Share’ button with the original and choose ‘Duet’.

It is always good to add a musical track with TikTok videos, which you can do after uploading it to the recording screen. In fact, videos can go viral simply because of the chosen music track. 

To add a music track, all you need to do is to tap on the “Add a Sound” icon on the right side of the recording screen. You will then see a menu of songs and artists, similar to how you might on Spotify. Browse the most popular tracks on TikTok or find songs on Apple Music.

Remember that you won’t find complete songs on TikTok. Instead, you will find short clips to use with your short videos. You can’t edit these clips, but you can play music on another device while you are shooting video in TikTok. This is then registered as an original sound.

You need to be careful that you do not infringe any copyrights if you record sound from another device. Within the sounds menu, you will find tracks associated with TikTok challenges.

Once you have finished your video, just tap on “Next” and you will see a page that looks a lot like the post page for Instagram. On this page, you can create a caption for your video and add relevant hashtags. 

You can add the account handles of other users on this page and make changes to the privacy settings. This lets you enable or disable Duets, turn the comments on or off, and the option to download the video to your smartphone’s photo gallery . To make the post later, you can tap on the “Draft” button and return to it later.

Content Marketing on TikTok

Whenever you are posting content to TikTok you need to think about engagement. Once you start to create entertaining videos that drive engagement, your followers will want more from you. Hopefully you have a plan to keep them entertained on a regular basis!

There are going to be a number of marketers who post a lot on TikTok at the beginning and then post nothing afterwards – this is not the way to go. Your followers will feel that you no longer want to communicate with them and that you have nothing new to offer.

Create a schedule for your TikTok posts. You need to commit if you want to be successful on social media platforms. New content posted regularly will increase your chances of engagement and more followers.

Tik Tok Hashtags

It is very important that you use the right hashtags with your TikTok posts. You can add them to a video post, an independent post, or in the comment section. If you want to categorize your content on TikTok, then you need to use the right hashtags. 

You can also use hashtags when you want your audience to know that the video post you are publishing is related to some of your previous posts. If you want to highlight a trending event, then hashtags are the way to go.

Reasons to use TikTok Hashtags

There are a number of incentives to using  TikTok hashtags. Here are the two most important reasons:

Get more Likes and Exposure

The main reason to use hashtags is to make it easy for TikTok users to understand what your videos are about so that they will want to watch them. By convincing your audience to watch a video with the right hashtags, you will get more views. 

Hashtags are good at highlighting trending topics.The more engagement that you can get through the right hashtags helps you get more likes and drive more sales.

Increase your Following

Some of the users on TikTok will be looking for specific types of content. They will look at hashtags as the best way to determine the type of content. You must use relevant hashtags and use hashtags that accurately describe your content.   Don’t be like other users trying to dupe people with their hashtags.

How can you find the Best Hashtags for TikTok?

You need to know how to find the best hashtags for your content on TikTok. There are some proven methods that you can use to find them:

Know your Audience

Much of your audience on TikTok will only follow certain hashtags on the platform. If you use random hashtags and do not categorize your posts properly, then users will ignore your content. You will not be able to establish yourself in your niche unless you research your audience to find out what they like.

Once you know what your audience wants, it will be easy to create your own unique hashtags that appeal to them.  You can start to create customized hashtags once you have established your brand with your audience.

Look at what TikTok Influencers are doing

Find out the best influencers on TikTok and take a look at how they have become successful. Learn from these influencers, because they know what they are doing and know how to get the most out of the platform.

Look at trends that influencers ride on and the hashtags that they use. Take a look at posts that influencers create and note the hashtags they use for the most successful posts. Also, look at their posts that didn’t work so well, so you can avoid making the same mistakes.

Check out your Competitors

Spend some time researching your competitors on TikTok. Most of them are going to use the same hashtags on their posts. This way, you can follow them to see what your audience wants.

This is a very important task when you are starting out with TikTok and trying to establish yourself. Never copy what your competitors are doing, but look at their successes to generate ideas for hashtags that you can use.

Use Tools to find good TikTok Hashtags

There are good tools that you can use to find hashtags. Using these methods will show you popular hashtags for specific niches. Here are a couple of techniques you can use:


Seekmetrics is easy to use, intuitive, and lets you find hashtags for your TikTok posts. There is also an option to use comparative metrics so that you can measure your performance on the platform. 

In addition, there is a search feature where you can type in a hashtag keyword and Seekmetrics will provide some suggestions for you. You can copy these suggestions to add them to your TikTok posts later.

All Hashtag

All Hashtag is another good hashtag generator. To use the tool, type in a keyword and All Hashtag will do the rest. It will recommend hashtags for your niche that you can copy for future reference.

The Best 100 Hashtags to use for more Likes

Here are the best hashtags we recommend you use to get more likes on your TikTok posts:

1. #tiktok

2. #funny

3. #love

4. #followme

5. #memes

6. #cute

7. #music

8. #fun

9. #fashion

10. #happy

11. #musically

12. #follow

13. #followforfollowback

14. #comedy

15. #lol

16. #meme

17. #like4like

18. #muser

19. #video

20. #girl

21. #funnyvideos

22. #dankmemes

23. #dance

24. #likeforfollow

25. #tbt

26. #tiktokindo

27. #me

28. #repost4follow

29. #summer

30. #picoftheday

31. #friends

32. #life

33. #beauty

34. #life

35. #selfie

36. #smile

37. #amazing

38. #family

39. #beach

40. #ootd

41. #beautiful

42. #fitness

43. #sky

44. #pretty

45. #foodporn

46. #sunset

47. #dog

48. #hair

49. #swag

50. #vsco

51. #cat

52. #makeup

53. #holiday

54. #inspiration

55. #iphoneonly

56. #sea

57. #fashion

58. #art

59. #tagsforlikes

60. #sun

61. #nofilter

62. #travel

63. #followforfollow

64. #photo

65. #photography

66. #vscocam

67. #model

68. #photography

69. #instalike

70. #nature

71. #nyc

72. #photooftheday

73. #home

74. #drawing

75. #healthy

76. #bestoftheday

77. #gym

78. #baby

79. #design

80. #cool

81. #instapic

82. #motivation

83. #night

84. #party

85. #instacool

86. #christmas

87. #fit

88. #goodmorning

89. #workout

90. #blue

91. #flowers

92. #handmade

93. #blackandwhite

94. #instafood

95. #yummy

96. #pink

97. #hot

98. #lifestyle

99. #work

100. #black

Take a good look at these hashtag suggestions and work out which ones will suit your niche. Some of them are general so you can experiment with these. Always measure your hashtag performance as it is very important for your success on TikTok.

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