Turn Views Into Revenue: How to Use TikTok for Marketing More Effectively

Struggling with how to use TikTok for marketing more effectively? As one of the most popular short form video platforms, TikTok allows you to connect with a vast pool of potential customers who are eager to jump on the latest trends.

But some marketers wonder if it’s worth it to add another marketing channel. When you’re already juggling Facebook, Instagram and WhatsApp, will one more make a difference? Are people even looking for products and services on TikTok?

We’ll answer these questions and more. Getting into TikTok requires a new perspective, but when you have the right tools and strategies, it offers a wealth of opportunities to reach new audiences, generate leads and close sales faster. Ready to find out how? Let’s dive in.

What is TikTok Marketing?

TikTok marketing involves using compelling video content to promote your product or services directly or indirectly. Brands can market to viewers both organically and with TikTok Messaging Ads, and considering TikTok’s audience of 1.8 billion users, it’s worth investing in.

First, take a look at four benefits of using TikTok for marketing.

4 Benefits of Using TikTok for Marketing

If you’ve started using TikTok for marketing, you know it’s more than viral videos and challenges; people are excited to discover new brands and are actively looking for products on the platform. Here are just a few of the benefits you might have already experienced. We’ll show you how to take them to the next level.

1 | Boost Brand Awareness

TikTok’s system is designed to show content to users based on their interests, making it an excellent tool for increasing brand visibility among your target audience. Whether through influencer campaigns or relatable, entertaining content, TikToks supercharge your brand’s reach.

2 | Convert People Who are Actively Looking for Products

With the growing use of hashtags like #TikTokMadeMeBuyIt, users are actively searching for product recommendations and reviews. In fact, 56% of US consumers have made a purchase through the app. People scrolling TikTok are ready to buy; all you need to do is get your product in front of them. Enabling them to start a conversation with your business makes it even easier to close sales.

3 | Multichannel Sharing Opportunities

TikTok videos repurposed across platforms like Instagram and Facebook amplify your reach and provide a consistent message across multiple touchpoints. Connect all these channels to a conversation management platform like respond.io to get leads into a single inbox.

4 | Cost-effective Method

Last but not least, let’s not forget about budgets. Marketing isn’t cheap but TikTok doesn’t break the bank. With nearly 80% of small businesses reporting a positive ROI from their TikTok campaigns, it's clear that this platform is affordable for most.

In addition, the average cost-per-click on TikTok is $0.22, making it accessible even for businesses with constricting marketing budgets.

How to Set Up TikTok for Marketing

Let’s get into the details of how to best use TikTok for marketing. While a respond.io account isn’t absolutely necessary, we recommend it so you can manage leads efficiently, track performance and connect with potential customers across multiple channels.

A respond.io account connects to TikTok Business Messaging so you can easily manage leads from any channel in a single inbox, run TikTok Messaging Ads that allow prospects to send you a message with one click and reply instantly with automation.

Step 1: Set Up a TikTok Business Account

Heres’s how to get started with a TikTok business account if you don’t have one already.

Create an Account

Open a personal TikTok account and follow these steps to change it to a business account.

1. Open the TikTok app and tap Profile at the bottom of the screen.

2. Tap the Menu☰ button at the top, then select Settings and privacy.

3. Tap Account.

4. Select Switch to Business Account and follow the on-screen instructions to complete the switch.

Once done, you can proceed with business verification.

How to Verify TikTok for Business Account

When you create an ad account on TikTok, you'll need to verify your business information. This process ensures better security by authenticating your brand's identity. Providing official documents like your business license builds trust with TikTok and your audience.

If your TikTok account is verified, you'll receive a verified badge. This badge signifies that TikTok has confirmed the account's authenticity, ensuring it genuinely represents the brand it claims to be.

Register your business

To use all of TikTok’s marketing features, you’ll need to register your business.Here are the features you get from having a registered TikTok Business Account:

1. Business Account Lead Generation: Utilize advanced lead generation services to capture potential customer information directly through your profile, videos, and live events.

2. Destination Links: Add external links to your videos or at the top of the comments section. This feature helps drive traffic to your website or specific product pages, boosting conversions.

3. App Download Links: Add a clickable App Download CTA button to your profile or Business Page. This makes it easier for users to download your app directly from TikTok, increasing app installs.

4. Video Settings: Access geo-targeting for your posts using the Video Setting functionality. This allows you to tailor your content to specific geographic audiences, ensuring relevance and increasing engagement.

5. Multi-user Login for Direct Message Management: Enable multi-user login functionality for managing direct messages. This is particularly useful for larger teams, allowing multiple users to handle customer inquiries efficiently.

Step 2 (Optional): Create a Respond.io Account

• TikTok Business Messaging is in Open Beta and currently unavailable on respond.io for organizations registered in the United States.

• Business Accounts in the European Economic Area, Switzerland, and the United Kingdom cannot use the API to manage or send direct messages.

While connecting to a conversation management platform like respond.io is optional for TikTok marketing, it’s a challenge to handle high volumes of leads without it. Sign up for a 7-day free trial to get started.

Step 3 (Optional): Connect TikTok to Respond.io

After you sign up, connect TikTok to respond.io. In the platform, go to Settings > Channels , click Add channel and select TikTok. Click Connect with TikTok and login with your TikTok business credentials to authorize access.

For more details on how to use TikTok for marketing as a channel on respond.io, visit our Help Center.

In the next section, you’ll learn more about how to develop your TikTok marketing strategy and how using respond.io can help implement it.

How to Use TikTok for Marketing: 7 Ways to Market More Effectively on TikTok

To make the most of TikTok for marketing, you need the right strategy and tools. It’s not just about putting videos out there; the aim should be to capture the right audience and get them to contact your business so you can convert them. Follow these proven tips for success.

1 | Identify Exact Types of Videos that Resonate with Your Audience

To boost potential for engagement, pay attention to what’s popular among your specific audience. Check out content from popular influencers, as well as what your competitors are doing if they’re on TikTok.

Often, the best TikTok marketing doesn’t look like marketing; it looks like a fun, engaging TikTok. Blend in, jump on the latest trends and memes while still remaining true to your brand. The important thing is capture attention rather than up-front selling.

2 | Share TikToks to Channels Like Instagram

Creating high-quality videos takes time and budget. That’s why it’s great to repurpose them across channels. Share TikToks as Instagram reels or YouTube videos to make the most of them expand your reach. TikTok even has the option to automatically post to Instagram and YouTube.

Cross-channel sharing can help grow your audience when you’re new to TikTok, but do be aware that video styles are different for Instagram and TikTok. It’s best to create some content specifically tailored to each.

3 | Engage with Influencers (TikTok Creators)

Investing in influencers is a sure way to amplify your TikTok marketing efforts, and they don’t have to be celebrities. Studies show that even micro-influencers get an engagement rate of 18%. The most important factor is to ensure the influencers you select reflect your brand and align with your target viewers’ interests.

Here are few ways to make use of influencer marketing:

• Send free products for reviews - This works best with micro-influencers who often offer authentic reviews in exchange for free products or services.

• Collaborations or sponsored posts - Similar to Instagram collaborations, influencers will feature your product and your business’s account will share it as well.

• Feature influencers in ads - TikTok has a creator exchange program to help you find creators who fit your business niche and budget. They create authentic content for you to share on your channel and get a percentage of the profits from the video.

4 | Leverage TikTok Ad Campaigns to Capture Customers

While TikTok can have viral organic reach, ads are essential when you’re getting started. TikTok ads effectively reach a wide audience and help you grow your brand. We recommend using TikTok Messaging Ads which allow viewers to click to send a message to WhatsApp or Facebook where they chat most often.

Create engaging ads that encourage viewers to start a conversation to kick off the customer journey. When they see a product or service, they’ll have questions; being able to chat directly builds trust.

Once you’ve addressed their queries, they may be ready to make a purchase. If not, you’ll have their contact details in respond.io and can continue marketing to them.

5 | Aim to Start Conversations that Convert

As a video platform, TikTok isn’t commonly seen as a place to chat, and this leads to missed opportunities. Encourage questions or ask viewers to share their opinion or ideas via a message. Having a conversation often converts faster than simply directing prospects to a website.

For example, a business selling beauty products with a how-to video could ask viewers to send questions or share whether the idea worked for them. This starts a conversation where the business can provide a consultation and personalized recommendations.

For viewers ready to convert, a prompt to send a message to make an appointment or reservation removes friction from the customer journey as there’s no need to leave the app.

6 | Track and Improve TikTok Marketing Performance

Use TikTok Analytics and respond.io to monitor the performance of your content. TikTok metrics like views, likes, shares and demographics on organic posts along with ad analytics based on a website pixel will help you understand what works and where to improve.

However, when viewers send you a message, TikTok’s native analytics don’t show which post or ad the message is coming from. That makes it a challenge to measure conversions you get from messaging.

With respond.io, you’ll see which TikTok campaign a message came from as soon as you receive it.

Respond.io’s features also enable you to dig deeper into campaign performance, tracking the customer lifecycle, discovering which ads and posts generated the most conversations and more so you can invest in videos that get results. You can also integrate respond.io with a CRM for even more insights.

7 | Automate Replies to TikTok Messages and Ad Responses

When leads come in via TikTok Business Messaging, it’s important to reply to them quickly so they don’t lose interest. With respond.io, you can set up Workflows to automatically do the following:

• Answer FAQs

• Qualify leads and direct them on a customized journey

• Book appointments or reservations

• Direct leads to an available agent to chat quickly

Having a chat in real time may make all the difference between a prospect scrolling on past and committing to a purchase.

Best Practices for TikTok Marketing

Need more tips on how to use TikTok for marketing? Follow these best practices.

• Experiment with different content types - Any marketing strategy requires experimentation. Try different video types including UGC, challenges, how-tos and more to see what resonates with your audience.

• Optimize for the TikTok algorithm - Use trending songs and sounds, include keywords your audience searches for and make sure to hook viewers in quickly to ensure longer watch times

• Include a call to action - Don’t forget the goal of your content, to capture new customers. Invite viewers to contact you, comment or share.

Take a look at some practical examples of how businesses implement these strategies.

4 TikTok Marketing Examples to Inspire You

Now that you know the basics of how to use TikTok, let’s look at how businesses like yours are using TikTok for marketing success.

JVN Hair: Marketing Beauty Products with Humor and How-Tos

JVN Hair already had an edge being founded by celebrity Jonathan Van Ness of the popular TV show Queer Eye. But the brand didn’t just rely on celebrity influence; it grew a massive TikTok following by posting how-to videos, before and after transitions, funny videos, relatable skits, and much more, all featuring their products.

With the tagline in the bio, “Love the hair you have,” it appeals to a diverse audience. The entertaining, practical content on everything from bad hair days to shopping in Sephora to the latest memes is instantly relatable while putting viewers in the frame of mind to shop for these hair products.

Chipotle: Leveraging Hashtag Challenges

For its most successful TikTok marketing campaign, food chain Chipotle ran a TikTok hashtag challenge to raise aware of its free delivery for online orders on Cinco de Mayo. The #chipotlelidflip challenge generated 318 billion views.

And of course, to take part in the challenge, viewers needed a Chipotle burrito bowl. Downloads of the Chipotle app skyrocketed in record numbers as viewers rushed to order their Chipotle bowl and join in the trend.

Skoda: Raising Brand Awareness Among Younger Audiences

Automotive brands struggle to reach younger audiences who rarely engage with traditional advertising. Swedish automotive maker Skoda aimed to change that with a Christmas TikTok tailored to a youthful demographic.

Their Christmas Conversion Choir video was short, to the point and brought smiles to millions of viewers faces. The message, for viewers to reconsider their choice of car brand, was clearly heard, with their cost per click decreasing 387% compared to average ad costs. More than 50% of viewers were in the business’s 18-24 target audience.

Cygnus Education: Boosting Student Enrollment with TikTok

TikToks are a great marketing option for education businesses targeting young adults for university courses, exam preparation or career training. Cygnus Education created a TikTok ad campaign that seamlessly fit in prospective students’ feeds while including a call to action.

With a single campaign for a large online university, Cygnus enrolled 488 new students by driving prospects to a lead generation form. The ads were relatable, created in collaboration with influencers who knew what would resonate with the audience.

Launch Your TikTok Marketing Campaigns with Respond.io Today

Ready to optimize your TikTok marketing? With a combination of organic content and ads along with a solid strategy to reach your target audience, you’re set up for success. Once you capture that interest from prospects, it’s key to make it easy for them to reach you.

Prompt viewers to send you a message through TikTok Messaging. When you’re connected to respond.io, you’ll be able to reply automatically, qualify leads, manage them in respond.io or integrate with a CRM.

Take advantage of TikTok Business Messaging with respond.io in Beta now. Sign up for a free trial or contact us for a free consultation.

Frequently Asked Questions about TikTok for Marketing

Is TikTok marketing worth it?

Yes! TikTok’s unique algorithm and vast user base make it an excellent platform for boosting brand awareness and driving engagement.

What types of businesses can benefit from TikTok marketing?

Almost any business can benefit from TikTok marketing. It works especially well for businesses targeting younger consumers. Health and beauty, education, travel, automotive and retail industries have all seen success with TikTok marketing.

Can a small business use TikTok advertising?

Yes, with TikTok’s scalable advertising costs, small businesses can afford TikTok advertising.

Is TikTok marketing free?

Signing up for a TikTok business account and posting organic content is free, so you can start marketing at no cost. However, investing in advertising and additional tools like respond.io is recommended so you can grow your business faster.

Further Reading

If you've found this blog useful, check out these other articles about using TikTok for marketing and advertising.

• TikTok Business vs Personal Account: Which is Right for You?

• 6 Eye-Catching TikTok Ad Examples Every Business Should Learn From

• Scale Your Business with TikTok Lead Generation Ads