Develop a TikTok Marketing Strategy

According to September 2021, more than 1 billion users have downloaded the TikTok app. This forced the business owners and influencers to transform TikTok into a marketing platform. There is an infinite audience for every niche you want to start with that is the best suitable for your business. All you need to do is plan and design effective marketing strategies.

This article explains TikTok’s marketing strategy in detail, including TikTok positioning, defining a target audience, researching competitors, posting videos, tracking progress, and optimizing performance.

Part 1: TikTok Positioning

TikTok has a huge amount of content. You can find almost every genre. However, not all genres are for everyone. You must define your niche to attract the relevant audience as well as to create content accordingly. Defining a niche is a better and more efficient way to grow in a certain way. Once you define your niche and users start following you, they will want to see more quality content on your profile. Before starting making content, make sure you have done thorough research on defining your niche. It can be anything from food, home, lifestyle, fashion, comedy, gaming, information, and technology-related content. Your niche will surely bring like-minded people together on a single platform. People prefer watching TikTok not only for fun but for some appealing and interesting content that helps a lot in learning daily life tips and tricks.

Here we have shortlisted exceptionally talented creators on TikTok who have found their niche, and people love to watch them because of their quality content based on a particular niche.

Zach King

Zach King shares mind-blowing digital marketing tricks. He has this unique way of storytelling along with a twist or trick.


She is an incredibly talented dancer, singer, and actress. She is best known for boomerang and kid in a candy store.


Salice Rose shares her personal and travel experience. She is also skilled in creating comedy and dance content.

So, you need to find out what niche interests you and create your channel based on that.

Part 2. Define the Target Audience

Without any doubt, TikTok is a wonderful platform for connecting brands with people. But, it will be very fortunate if you start reaching your target audience.

The audience persona gives an insight into what your audience is and what are their demographic behavior and interests.

TikTok has an audience aged from 18-25. Here is a buyer persona you can make based on the TikTok age group.

Gender: 57% of users are female, and 43% are male

InterestS: Entertainment, Dance, pranks, comedy

Career: Mostly high school and university students

Tools to draw Audience Persona


Userforge is a free tool to create an audience persona, and it is simple yet relevant to getting to know your audience better. The following key points are covered in Userforge:

  • Name
  • Title
  • Age
  • Status
  • Location
  • Income
  • Quote
  • Goals
  • Pain Point

Live Persona

An audience and buyer persona creator helps you understand your digital user and buyer easier and in detail. From the website, Google Analytics data generates segment-wise data, and it includes all the relevant points from age, gender, behavioral segments, user consumption, and buying behavior for B2B and B2C.


This audience persona drawing tool provides a detailed template to ensure the personas are as refined as possible. It gives an insight into the following points:

  • User demographic
  • Behavior
  • Interests
  • Job Profile
  • Beliefs
  • Values
  • Personal Goals
  • Professional Goals

Part 3. Investigate the Competitors

After planning the type of TikToker you will be, the next step is very important regarding the proper investigation of your competitors. Your competitors are there on TikTok, and if they don’t exist, it’s a major advantage for you. Whether your competitors exist or not, you need to search for more than 3 competitors and similar niches. It is helpful from a working perspective, such as how frequently they post, how many shares of their posts, which type of audience they are commenting on, etc. There are some tools available that can provide you with better results quickly.

  • Buzzsumo: It always assists in terms of showing you the most shared content of the competitor. Buzzsumo is always helpful with respective brainstorming and threats regarding the dominance of the competitor.
  • BrandWatch: It shows the social share of voice in graphical representation. This is the measure regarding how many people are discussing the brand online and comparative study along with the competitors.
  • Hootsuite Streams: This tool permits tracking the keywords and hashtags in the whole social media platform. You can even align the competitors’ accounts on the dashboard, which is simple to use.
  • Snap view: It is an application to keep an eye on the hashtags and competitors along with their blogs.

Part 4. Set Your Goals

Your TikTok videos can be for entertainment purposes, but the better approach is to focus on your business goals. Use the S.M.A.R.T. principle to set the goals when you are planning to target new customers/audiences, promotions of a new product, or the development of strong relationships with the customers.

  • S🡪Specific: It is okay to proceed generally but always keep your objective in mind.
  • M🡪Measurable: You need to gather quantitative data to indicate your desired outcome. There are metrics available for social networking websites.
  • A 🡪Attainable: Set all your goals and objectives from the beginning.
  • R🡪Relevant: You must check whether your goal is according to your plan or not. It must match it as this is helpful in better understanding the problems that might arise.
  • T🡪Time-bound: This is about the timeline for reaching your goals. If you are not reaching your goals according to the timeline, then it shows that the goals are insufficient.

Part 5. Plan Posting Calendar

You can define the social media editorial calendars as applications or spreadsheets that help plan the posts. It is also useful which and when the content needs to be shared, manage the campaigns, and track the deadlines. It is very important to know the best times to post on TikTok to make it engaging for this activity. The best times for posting on TikTok are mentioned below, and all the time is mentioned in Eastern Standard Time.

  • Monday: 6 AM, 10 AM, 10 PM
  • Tuesday: 2 AM, 4 AM, *9 AM
  • Wednesday: 7 AM, 8 AM, 11 PM
  • Thursday: 9 AM, *12 AM, 7 PM
  • Friday: *5 AM, 1 PM, 3 PM
  • Saturday: 11 AM, 7 PM, 8 PM
  • Sunday: 7 AM, 8 AM, 4 PM

The * sign shows the peak time of engagement.

As an influencer, you must still be looking for the best timings for posting from your TikTok account to make your posts and videos more engaging. For planning the post, the better approach is to download the social media calendar or template. There are different tools available online that help you better schedule your posts


It is a social media scheduling tool that helps in efficiently managing all the content, including all the organic and ads posts of a particular platform. In addition, Loomly also suggests trending topics, RSS feed, and upcoming relevant events on which you can make content and timely post it. Loomly costs $25/month.

TikTok Scheduler

It is also a social media post scheduling tool that allows you to schedule your TikTok content. You can post, manage and schedule content right through the app. The best part is that TikTok Scheduler is free.


Crowdfire social media management tool allows you to discover and schedule your content. It has an incredible feature of content creation, scheduling, publishing, analytics, and functionality. Crowdfire has a trial version, and the paid plan starts at $9.99/month and $7.48 annually.


The SocialPilot is a professional social media marketing tool. It allows professionals, teams, and business to automate their social media management. It has a unique feature of reminding scheduling. It publishes and analyzes the performance of social media content. social pilot costs $30/per month

You can also draw your own social media calendar simply on an excel sheet. Draw columns for post number, post brief, creative, date, time, and engagement.

Part 6. Create and Post TikTok Videos

Step 1. Touch the “+” icon visible at the bottom of the screen.

Step 2. It is your own choice to upload videos or photos from your phone gallery or take a new one from the TikTok camera.

Step 3. Once you have finished making your video you can add sound from here

Step 4. There is a list of features available on the screen that you can apply to your video. You can try different filters, add text and sound, captions, effects, and stickers.

Step 5. Now, in this final step, you can post the video with your caption and hashtags and share it on TikTok.

Part 7. Track Progress

Metrics are some sort of factors that can show the performance of your marketing strategy and campaign, and it also helps demonstrate whether you are successful in achieving your goals or not. Here are some important metrics you need to keep in mind:

  • Engagement rate on every post: Engagement plays a major part in tracking and measuring success. It shows how many people interact with your videos, such as likes and comments.
  • Growth of followers: This is the indicator that shows your account’s growth specifically in a short time, even on an hourly basis. If your target is to promote your brand on TikTok, this metric analyzes your whole marketing strategy. You might also observe growth in the followers the whole day; there must be an increase in the number of views or engagement on the post simultaneously.
  • Growth of hashtag: It is good to approach tracking the brands whenever you are creating the campaign. To collect accurate data on branded hashtags, you need to monitor this metric frequently. As an alternative, you can get an idea regarding viral content and trends for following.
  • Total follower evolution: It is the number of followers you are gaining monthly. This is the main metric for tracking when collaborating with the TikTok influencers. The account of influencers is also increasing, so both of you can avail yourself of advantages from it in the future.
  • The total number of publishing videos: This metric shows the number of videos posted by the account in a particular period. If it is engaging content and entertains the audience, then it will be a greater impact on the growth of your business. You must keep checking the activity on your account in the specific time frame for growing steadily.

Part 8.Tools for tracking progress on TikTok:

Go through the following tools that help track your progress on TikTok:

  • Keyhole: The most detailed tool provides analytics and progress on social networking websites. The tool itself displays the whole report in front of you. The TikTok analytics by Keyhole helps you understand your content’s performance and what your audience is searching for.
  • SocialInsider: It is extremely helpful in measuring the performance and metrics on one dashboard.
  • Analisa: It is the analytical tool specifically for TikTok to assist the social media managers in monitoring the performance of all the campaigns with the help of artificial intelligence. It provides graphs, insights, and key metrics.
  • TikTok Analytics: Most people search for free analytics tools and are not willing to invest in purchasing one. If you are among them, then TikTok analytics is the right choice. With the help of specific details, it is easy to make changes in your activities on TikTok.

Part 9. Testing

For testing your video uploads, TikTok analytics is a very important tool. There is an involvement of different metrics that help test the video content uploading as TikTok. It is categorized into different types: follower tab metrics, general tab metrics, live tab metrics, and others available. These can show your followers, view and how much the audience is engaged with it.

Tools to test video content on TikTok

Below are the tools that help test the video content


It is a popular social media management tool. It tests the content by showing the engagement, date, the time it was posted, and the audience who watched the videos. It also shows the average efficiency of the post at different times when it was posted.


This tool is particularly designed for influencers and marketers to monitor engaging and high-performing content. It gives a detailed insight into the content posted and suggests the popular trends as well.

Part 10. Optimizing

You can optimize the TikTok videos in just three main steps:

  • The creation of the hashtag strategy is very important, no matter if you are a newbie or performing well on TikTok. Keep tracking your hashtags on Google Drive or M.S. Word.
  • Keep monitoring the best timings to post your videos. You can follow the strategies of those you are following for guidance purposes.
  • You can bring views to your TikTok videos by sharing them on different social media platforms or bringing them on the videos. You can use trending hashtags to make your TikTok videos viral.

To measure the optimization performance, you can view the analytics of every video individually. It will give you an in-depth insight into your content reach, engagements, dislikes, and the time audiences most watch the content, in which region most of your audience resides.


TikTok is a useful platform that will bring the right target audience for you—no more thinking and waiting now. Follow the above guideline regarding the development of the TikTok marketing strategy. Make sure you study all the key points and metrics very carefully. Good luck, and start exploring TikTok today as a business owner. You’ll see plenty of opportunities to promote your brand in the market.

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