
Are you seeking to make TikTok a much bigger precedence inside your advertising and marketing efforts in 2024?
The platform continued to ascertain itself as a key leisure supplier in 2023, with over a billion customers turning to the app for the most recent clips, music discovery, pattern insights, and extra. Which additionally consists of merchandise. Certainly, TikTok has now turn into a key search engine for a lot of customers, offering pointers and notes throughout a variety of product classes, which TikTok has tried to lean into with its personal expanded eCommerce listings.
That push hasn’t caught on like TikTok would have hoped, however utilization insights do present that there’s a lot of potential there for the manufacturers that may get TikTok proper.
And in the event you’re seeking to make TikTok a much bigger focus this yr, listed below are 5 tricks to get you heading in the right direction.
As with every social platform, competitor analysis is essential, with a view to set up baseline efficiency comparisons in your efforts, whereas additionally familiarizing your self with how others in your area of interest are driving success (or not) within the app.
You already know your rivals, and also you probably have at the very least some understanding of the important thing worldwide gamers within the area. It’s price checking in on their TikTok profiles and seeing what kind of numbers they’re seeing, and contemplating the sorts of content material that they publish within the app.
You too can use TikTok’s Inventive Middle instruments to analysis high performers based mostly on model class, product, hashtags, and extra.
In case you’re undecided who your rivals are, it’s also possible to search by class throughout the hashtags factor, which can spotlight the highest trending clips in any given area of interest.

Faucet on “See analytics” and also you’ll be capable to get a full itemizing of movies on that matter, serving to to information you in the direction of the important thing creators and types for every.
2. Analysis top-performing advertisements
You too can analysis advert efficiency particularly, by way of TikTok’s “High Advertisements” itemizing.

Choose your area and product class, and TikTok will present you the top-performing promotions, which it’s also possible to filter by promotion sort.

That is crucial perception in your planning, as it should present you what’s working for different manufacturers in your sector, and what TikTok customers are responding to.
Dig in, study what’s getting traction, then apply these learnings to your personal strategy.
Total, hashtags aren’t as influential as they as soon as have been in driving dialog developments. That’s as a result of social platform algorithms have advanced, and are capable of glean context from a variety of put up components, so that they don’t want hashtags, as such, to categorize content material in the identical manner.
That mentioned, hashtags can nonetheless be an necessary discovery issue, and will help to make sure that your content material is being displayed in related search streams within the app.
As famous above, you should use TikTok’s “Pattern Intelligence” factor to analysis related hashtags, which you’ll filter by trade. You too can choose “New to High 100” to drill right down to the most recent trending tags in any class.
Faucet by on any pattern, and you may get extra in-depth insights into its reputation and efficiency.

You possibly can increase this pattern line out to the earlier three years, so you’ll be able to see how every tag is performing over time, whereas it’s also possible to see demographic insights, associated tags, high creators, and extra.

Lastly, it’s also possible to entry the top-performing movies in every class, offering a extra particular view of what’s resonating in every sector.
4. Familiarize your self with related influencers
Given the leisure focus of TikTok (TikTok has repeatedly described itself as an leisure app, not a social platform), it’s good to create participating, resonant movies to maximise your efficiency within the app.
Which isn’t at all times really easy, which is why many manufacturers work with established creators to maximise their attain.
You don’t essentially must go that route, however it’s, as a minimum, price familiarizing your self with the highest creators in your sector to know what’s working, what they’re specializing in at any given time, and the way they’re connecting with their viewers.
As famous above, you should use TikTok’s trending hashtag itemizing for this, which additionally consists of a component that highlights the highest creators that use that tag.

You too can search TikTok’s Creator Market for related influencers based mostly on key phrases, trade, and so forth.
It’s possible you’ll discover useful creators to work with who will help to amplify your content material, however as a minimum, you’ll get a greater understanding of what’s working, and how one can apply that inside your strategy.
5. Check out TikTok’s AI advert instruments
Like all social platforms, TikTok’s additionally experimenting with generative and conversational AI, in various varieties, which will help to information you in the correct path, and enhance your content material strategy.
TikTok now has a brand new “Inventive Assistant” in its Inventive Middle, which is a chatbot that may assist to information your TikTok advertising and marketing efforts.

Utilizing this, you’ll find related hyperlinks and instruments to assist, whereas it’s also possible to ask it to provide you concepts, based mostly on developments, for content material that’ll resonate in your area of interest.
TikTok’s additionally bought an AI script generator, which will help you give you extra compelling clips, whereas it’s additionally added new AI creation components to its video modifying platform CapCut, which will help to refine your content material.
TikTok’s dad or mum firm ByteDance is making an enormous push on AI, and given its measurement and sources, you’re prone to see much more AI coming to TikTok’s inventive instruments over the approaching months. Which may present extra alternative to place collectively standout clips, whereas TikTok’s additionally seeking to department into new market alternatives, like meals ordering in-app, and extra direct promotions in-stream.
Actually, TikTok needs extra individuals to spend more cash on TikTok direct, which has been the important thing income driver for the Chinese language model of the app, however that is still a problem in Western markets. Nevertheless it may nonetheless catch on, and if TikTok can crack the code, it may turn into a much more necessary consideration for a lot of manufacturers, in a short time.
Although there may be additionally the lingering danger that the app might be banned totally within the U.S. That continues to be a priority, however based mostly on what we’ve seen so far, the U.S. Authorities shouldn’t be overly eager to maneuver to that subsequent stage, until it has to.
So if geopolitical relations bitter, then sure, TikTok might be a casualty, which it’s best to remember when constructing extra reliance on the app. However there are alternatives there, and if you may get it proper, it may drive important curiosity in your model, whereas most of the approaches that you just study on TikTok can be utilized to Reels, Shorts, and extra.
Plenty of customers are spending quite a lot of time within the app. And if that’s your goal market, that’s additionally the place it’s good to be.