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Marketing Through TikTok


There is no doubt that TikTok has taken the social media world by storm. In just a few short years, the platform has amassed over 800 million active users, making it one of the most popular social networking apps on the planet.

For brands like movies and electronics, TikTok presents a unique opportunity to reach a massive audience of potential customers. But with such a diverse and ever-changing user base, it can be challenging to know how to utilize the platform best. Here are a few tips on how brands can strategically benefit from TikTok:

Find Your Target Audience

With over 800 million active users, TikTok has a massive and diverse user base. This can make it challenging to identify your target audience on the platform. To find your target audience on TikTok, start by considering who your ideal customer is and what kinds of content they would be interested in. Then, use the platform’s search and discovery features to find users that match your target audience criteria (Hudders, De Jans, & De Veirman, 2021, pp.24-67).

Once you’ve found your target audience, engaging with them regularly is essential. Posting creative and engaging content that resonates with your target audience is vital to building a successful TikTok presence.

Track the Right Metrics

When tracking your brand’s success on TikTok, it’s essential to focus on the right metrics. Some of the most important metrics to track include:

  • Views: How many people are watching your videos?
  • Engagement: How often are people liking, commenting, and sharing your videos?
  • Followers: How many people are following your account?
  • Reach: How many people are seeing your videos?
  • Brand Awareness: How well is your brand performing on TikTok?

By tracking these metrics, you’ll better understand your brand’s performance on TikTok and what areas you need to improve (Hudders, De Jans, & De Veirman, 2021, pp.24-67).

Utilize TikTok’s Unique Features

TikTok has several unique features that can be used to improve your brand’s presence on the platform. For example, TikTok’s Duet feature allows you to create a split-screen video with another user. This is a great way to get your brand in front of a new audience and develop creative and engaging content. Another unique TikTok feature is the Hashtag Challenge. This allows you to create a challenge around a specific hashtag, which can be used to increase brand awareness and engagement.

Finally, TikTok’s Live Stream feature is a great way to connect with your audience in real time. Live streaming is a great way to build a connection with your audience and create interactive and engaging content (Toscher, 2021, pp.33-50).

Data Collection Issues

One of the most significant issues facing TikTok is data collection. Due to the platform’s popularity, TikTok has come under fire because it collects and stores user data. This is an essential issue for brands, as it could impact how users perceive your brand.

To mitigate these concerns, it’s essential to be transparent with your audience about how you are using their data. Be sure to let your users know what data you are collecting and why you are collecting it (Toscher, 2021, pp.33-50).


TikTok is a powerful social media platform with a massive user base. When used strategically, TikTok can be a great way to reach a new audience and engage with your target audience. You can maximize your brand’s presence on the platform by focusing on the right metrics and utilizing TikTok’s unique features.


Hudders, L., De Jans, S. and De Veirman, M., 2021. The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. Social Media Influencers in Strategic Communication, pp.24-67.

Toscher, B., 2021. Resource Integration, Value Co-Creation, and Service-dominant Logic in Music Marketing: The Case of the TikTok Platform. International Journal of Music Business Research, 10(1), pp.33-50.


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