The following is part one of a two-part series around Always On TikTok.
Discover our second article about how to get creative on TikTok
TikTok is a place where creativity and joy thrive. Millions of people use
TikTok every day to showcase their talents, express themselves, discover new
trends and come together. In turn, more and more brands are joining the ride
and embracing TikTok's inclusive and diverse community. But some brands are
still unsure about the best way to use TikTok.
While it might feel daunting at first, there are a few basic principles that
can help brands achieve success on TikTok. In the following article, we will
explore how brands can utilize an "always-on" strategy to create joyful
content, build awareness, forge lasting connections and achieve remarkable
results through TikTok.
The three pillars of an always-on strategy
The TikTok community loves to explore and discover new content. A balanced
combination of organic beats, creator partnerships and paid peaks will keep
your brand dynamic and connected.
1. Organic Beats: Keep your audience engaged
The first step is starting a
TikTok Business Account
where you can set up a profile page, build a brand presence with organic
content, and access a variety of business features, including real-time
metrics on content performance. It's a great way to get discovered, form a
brand community and show your creative side while speaking directly to your
Once you've established an account, it's best to maintain "organic beats" - a
steady stream of TikToks that keep users primed, engaged and familiar with
your brand and offerings. Additionally, monitoring how audiences react and
engage with your content is beneficial when it comes to building future
campaign strategies. You can also build great connections by consistently
interacting with your audience in the comments section.
Case study: congstar
Launched as a small startup in 2007, and now with over five million customers,
congstar is an innovative, flexible tariff telecom provider aimed at discount
shoppers in Germany. Hoping to build brand awareness and engage more followers
on TikTok, they started posting
. Their videos are simple yet well produced, consisting of funny skits and
other light-hearted content about everyday situations involving your phone.
After a few months, congstar built their first ever paid campaign based on
what they had learned.
The brand's organic success paved the way for a
hugely successful Branded Hashtag Challenge
and a 26x average increase in organic content video views. congstar's brand
profile went from 1,700 followers to 3,200 in just six days, establishing a
strong base from which they could communicate and grow organically.
2. Creator partnerships: Instill realness and spark co-creation
Creators are the lifeblood of the TikTok community, reflecting the realness
and creativity of the platform. They are great content creation partners, with
their unique storytelling ability, authentic voice and intimate knowledge of
the hottest TikTok trends. Whether it's generating widespread awareness,
boosting engagement, or increasing sales, TikTok creators can help brands
drive business results across the marketing funnel.
The benefits of using popular TikTok creators include:
Reach and impact new audiences
As TikTok experts, who already understand how to get noticed and create an
impact on the platform, TikTok creators have a knack for grabbing people's
attention at scale.
Form positive and inclusive engagement
With their out-of-the-box creativity and ability to shape culture, TikTok
creators can deeply engage and form communities of active co-creators.
Drive sales and increase web traffic
TikTok creators can recommend the products and services they enjoy and believe
in to their followers while creating frictionless buying experiences with
clear CTA and deep links. Consider collaborating with them to introduce your
new products and offers in a more genuine way.
TikTok Creator Marketplace
TikTok Creator Marketplace
(TCM) is the official platform for brand and creator collaboration on TikTok.
It consists of an easy-to-use discovery platform where marketers can find the
best, most relevant TikTok creators, a convenient analytics tool providing key
insights about all listed creators, and a matchmaking service for marketers to
connect directly with the creators they like.
Brands understand the influence that creators have on consumers, especially on
TikTok, but they are often unsure about where to begin or how to work with
them. Well, that's where TCM comes in. By allowing brands to explore TikTok's
creator community, make data-driven marketing decisions, and manage
collaborations with creators, TCM takes the guesswork out of partnering with
creators on TikTok.
Case study: ASOS
British online fashion retailer ASOS made a huge splash recently with a
thumb-stopping Branded Hashtag Challenge
launched in collaboration with 28 popular creators from the UK and US,
including @abbyrartistry, @estare, @elmo and @lorengray. The
which aimed to build awareness and engagement with a fashion-conscious
digital audience, received a major boost from the creators, inspiring users to
get involved in the campaign while enhancing the brand's presence on TikTok.
3. Paid Peaks: Small to large-scale campaigns
Once TikTok feels like familiar territory, you can amplify your communications
through paid campaigns or "peaks". Whether it's introducing a new product,
promoting engagement, or driving lower-funnel metrics, TikTok's branded
solutions can help deliver against your marketing goals,
TikTok offers a suite of five seamless and simple branded solutions built
natively into the content experience. All offer full-screen, sound-on and
immersive video for unlimited creative potential.
Learn more about TikTok's branded solutions
Case study: Doritos
Doritos, one of the world’s most recognisable snack brands, was looking to
spread awareness for its new Truth or Dare game for Google Assistant in the
Netherlands. Based on the popular party game of the same name, Dorito's Truth
or Dare utilizes voice assistant to ask users a series of questions. To get
the word out, Doritos turned to TopView, one of TikTok's premium ad formats,
appearing full-screen and sound on upon app opening.
Doritos worked with popular creator @saarbabyy to produce an authentic-feeling
ad that showed exactly what the game was all about. In a hilarious clip, the
ad takes users through the various truth or dare scenarios of the game –
ending in an outrageous dare to eat a spoonful of mayonnaise. A call to action
then directs users to the Doritos Netherlands page.
Find what works for you
When it comes to advertising on TikTok, there is no one-size-fits-all
approach. Brands still need to customize their strategies based on their own
unique marketing goals, budgets and other factors. But whatever the case, a
comprehensive always-on strategy, combining organic content, paid peaks and
creator partnerships, is a great way for brands to grow and connect with the
TikTok community while driving business results.
To start developing your own always-on strategy, click