tiktok marketing

TikTok Marketing: An Essential Guide for Entrepreneurs

Kurt GraverMarketing

TikTok has exploded onto the social media landscape, capturing the attention of millions of users globally with its unique entertainment brand. However, the platform presents far more than a source of viral dances and comedy sketches. TikTok has emerged as a formidable force in digital marketing, offering businesses an unparalleled avenue to engage with a young, diverse audience.

This guide will explore why entrepreneurs must incorporate TikTok into their marketing strategies and provide actionable tips on optimising content while measuring success. Read on to unlock the immense potential of TikTok marketing for your business growth.

The Phenomenal Rise of TikTok: Key Statistics

Before delving into TikTok’s marketing strategies, it’s vital to comprehend the platform’s meteoric growth and domination of the social media sphere. Consider these TikTok statistics:

  • TikTok hit 1 billion monthly active users in 2021, cementing its position as one of the most popular social platforms globally [1].
  • The number of TikTok users in the UK alone reached 10 million by the end of 2022 and continues to increase remarkably [2].
  • A survey showed that 41% of TikTok users purchase after viewing products on the platform, attesting to its effectiveness as an e-commerce tool [3].
  • On average, UK users spend 67 minutes daily on TikTok, reflecting exceptionally high engagement levels [4].

These metrics highlight TikTok’s vast reach and potential impact. By embracing TikTok marketing, entrepreneurs can access millions of engaged users.

Decoding TikTok’s Unique Environment

To create effective marketing campaigns, entrepreneurs must first comprehend the core elements underpinning TikTok’s success.

Key Demographics: Gen Z and Millennials

Unlike other social networks dominated by older users, TikTok’s primary audience is the younger demographic. According to TikTok statistics:

  • 41% of TikTok users fall into Gen Z (aged 18-23), while another 29% are millennials (aged 24-44) [1].
  • About 52% of UK TikTok users are under 30 [4].

The platform’s popularity with a younger crowd signifies its appeal to Generation Z and millennials. TikTok presents the ideal channel for UK businesses targeting these groups.

The Quest for Entertainment

While social platforms like Facebook and Instagram focus on photos and life updates, TikTok’s content revolves around entertainment. Users flock to the app not just to share but also to be amused.

Whether it’s music, comedy, drama or any genre, TikTok videos aim to dazzle audiences. UK brands should thus infuse entertainment into their TikTok content to better resonate with users seeking engaging, joyful content.

Short-Form, Mobile-First Video

As a pioneer of short-form video built for the mobile-social environment, TikTok’s majority of videos are under 60 seconds and created exclusively via smartphones [5].

This ephemeral format and mobile-centric design reflect Generation Z’s viewing preferences while catering to a faster pace of digital consumption. UK brands must consciously create bite-sized content for mobile users to thrive on TikTok.

Entrepreneurs can tailor content that effectively engages TikTok’s vibrant user community by internalising the elements underpinning TikTok’s global fame.

Crafting Compelling TikTok Content

With the right blueprint, entrepreneurs can develop captivating content that breaks through the noise on TikTok. Consider these proven content strategies:

Embrace Storytelling

TikTok marketing begins with creative storytelling that engages emotions and imagination. Some ideas for UK brands include:

  • Showcase your brand journey: From early struggles to triumphant success.
  • Spotlight inspiring founders/employees: Let authentic stories connect with audiences.
  • Advice from young entrepreneurs: Share learnings from those embarking on their missions.
  • Customer testimonials: Capture user reactions and showcase real experiences.

Paying attention to trending challenges, audio, hashtags, and effects can inspire while increasing content visibility. UK brands can leverage trends like:

  • #LearnIng TikTok: Create educational content around your expertise.
  • #SmallBusiness: Share tips for entrepreneurs or your brand’s journey.
  • The “Flip the Switch” challenge: Showcase transformations powered by your product/service.

Putting a unique spin on viral content hooks viewers immersed in the trend.

Show Off Your Lighter Side

While conveying your brand’s values is important, TikTok marketing should focus more on entertainment than hard selling. Rather than lengthy promotional videos, create fun content that subtly highlights your offerings, such as:

  • Playful sketches with products featured in the background.
  • Amusing comparisons showing “before and after” using your services.
  • Engaging effects are creatively applied to demonstrate offerings.
  • Behind-the-scenes moments that provide a peek inside company culture.

The goal is to demonstrate expertise while prioritising enjoyment.

Collaborate With Influencers

Influencer marketing has been amplifying brand exposure for years, but it thrives at unprecedented levels on TikTok. Luckily, the UK boasts a thriving community of TikTok influencers across niches like music, comedy, fashion and more.

Potential collaborations include:

  • Product unveilings or reviews
  • Campaign hashtag challenges
  • Educational or comedic videos featuring your offerings
  • Live streaming Q&As or AMAs

With creators wielding huge, engaged follower bases, collaborations translate into valuable exposure and conversions for UK brands.

By incorporating these strategies, entrepreneurs can develop captivating content primed for TikTok audiences. Staying creative, fun, and in tune with trends and influencers enables UK brands to leverage TikTok’s marketing powers fully.

Expanding Your Reach Through Engagement

Simply creating great content isn’t enough for TikTok’s marketing success. UK brands must engage with users actively. Consider these outreach strategies:

Foster Community Building

The TikTok environment fosters genuine connections between brands and followers through features like:

  • Live streams: Host real-time Q&As to build rapport.
  • Duets: Respond to users who duet your content.
  • Comments: Reply to questions and community feedback.
  • Challenges: Encourage participation with branded hashtag challenges.

Cultivating these touchpoints helps UK brands feel like part of the TikTok community versus corporate outsiders.

Analyse Performance Metrics

TikTok provides detailed analytics within its app and Business Suite tool. Monitoring metrics like:

  • Video views
  • Shares and comments
  • Follower growth
  • Traffic sources

Let UK brands gauge content resonance and fine-tune strategies accordingly.

Research Using Creator Tools

TikTok’s creator tools offer valuable audience insights UK brands can leverage to optimise content.

  • Audience analyser: Study follower demographics and interests to improve targeting.
  • Trend reports: Discover trending content categories and hashtags among your target market.
  • LIKE analytics: Determine which videos perform best to inform content formats.

These creator resources provide data to shape content roadmaps that attract high engagement.

Entrepreneurs can expand their visibility and credibility within the highly interactive TikTok community by engaging users using an analytics-based approach.

Measuring Success and Tracking ROI

While vanity metrics like hearts and views suggest popularity on TikTok, UK brands need to implement tracking to determine actual marketing success.

Survey Users

Straight from the source – asking TikTok followers directly through polls and questionnaires how your brand’s presence influences them. Pose questions like:

  • Has our TikTok content educated you on our products?
  • Have you purchased from our brand after seeing us on TikTok?
  • Has our TikTok marketing improved your perceptions of our company?

User survey data provides actionable insights on how TikTok drives real impact.

By adding trackable links to websites and online stores in TikTok bios and posts, entrepreneurs can trace:

  • Traffic sources – Is TikTok referring significant visitors to your properties?
  • Conversion rates – Are TikTok visitors converting into customers?
  • ROI – Ultimately, is your TikTok investment yielding positive returns?

These metrics demonstrate the tangible business value TikTok content generates.

Measure Influencer Performance

For collaborations, include unique promo codes or trackable links that credit creators. Monitoring performance over the campaign timeframe gives data like:

  • Sales influenced per influencer
  • Click-through-rates on custom URLs
  • Conversion rates from promo codes

This quantifies the results delivered by influencer partnerships.

By actively tracking ROIs beyond vanity metrics, UK brands can value the actual marketing impact of their TikTok presence and optimise accordingly.

Key Takeaways

TikTok has undoubtedly revolutionised digital marketing by opening a gateway for brands to access younger demographics who spend an incredible amount of time on the platform daily. As TikTok continues gaining immense popularity in the UK, it has become imperative for entrepreneurs to harness its power to drive business growth.

However, success on TikTok requires education on its unique landscape, which is steered by entertainment and short-form video content. UK brands must craft compelling stories and tap into trends to captivate audiences while projecting authenticity. Collaborating with creators is another valuable tactic to expand reach and conversions.

Ultimately, entrepreneurs can use an engaging, analytics-driven approach to unlock TikTok’s strength for repeatedly delivering outstanding marketing results. The strategies outlined in this guide serve as a blueprint for UK brands aiming to flourish through TikTok while embedding it as an integral component of modern marketing strategies.


  1. TikTok Statistics and User Demographics in 2022. Oberlo. https://www.oberlo.co.uk/blog/tiktok-statistics
  2. 10 Important TikTok Stats You Need to Know in 2022. LinkedIn. https://www.linkedin.com/pulse/10-important-tiktok-stats-you-need-know-2022-murray-newlands
  3. 41 TikTok Statistics for Marketers 2023. Oberlo. https://www.oberlo.co.uk/blog/tiktok-statistics
  4. TikTok Revenue and Usage Statistics 2022. Business of Apps. https://www.businessofapps.com/data/tik-tok-statistics/

Global TikTok Users 2021: eMarketer Forecast. eMarketer. https://www.emarketer.com/content/tiktok-users-2021