TikTok

TikTok is a social media platform that has transformed the digital marketing landscape in just a few years.

With over a billion active users per month, TikTok has captured the attention of a global audience, especially among Generation Z and millennials.

This platform lets users create and share short videos—often with music, effects, and filters—sparking a new form of creative expression and communication.

Since launching in 2016, TikTok has grown from a simple entertainment app into a powerful marketing tool, providing unique opportunities for brands and businesses.

The essence of TikTok

At its core, TikTok is a platform driven by user-generated content.

Unlike other social networks, where content is often carefully curated, TikTok focuses on authenticity and spontaneity.

Videos range from 15 seconds to 3 minutes, pushing creators to grab attention quickly and deliver their message concisely.

This feature has popularized viral trends, challenges, and dances, which often spread at an astonishing speed.

TikTok’s algorithm: the key to success

One reason TikTok has become so influential in marketing is its algorithm.

Unlike other platforms, TikTok’s algorithm shows content based on user interests instead of social connections.

This means content creators with few followers can still go viral if their video resonates with the audience.

For brands, this creates an unprecedented opportunity to reach millions of users with engaging and relevant content.

Additionally, the algorithm boosts content that’s already proven popular, allowing brands to capitalize on emerging trends.

However, this also means businesses must be ready to act fast and adapt their content strategies in real time to stay relevant on the platform.

Marketing strategies on TikTok

Brands can use several strategies to get the most out of TikTok.

One of the most effective is to create original content that resonates with the platform’s audience.

This means understanding current trends and creatively aligning them with the brand’s message.

For example, many businesses have launched hashtag challenges that invite users to create brand-related content, driving massive engagement and boosting visibility.

Another popular strategy is to collaborate with influencers.

TikTok influencers, or content creators, can reach large audiences and serve as a valuable asset for brands looking to grow their presence on the platform.

However, it’s crucial to choose influencers whose values and audience align with the brand.

Lastly, brands can also leverage advertising on TikTok.

The platform provides a range of advertising options, from native in-feed ads to sponsored brand challenges.

These options let companies tailor their campaigns to meet specific goals, such as increasing brand awareness, boosting sales, or promoting a specific product or service.

TikTok and email marketing: a powerful combination

Although TikTok and email marketing may seem like completely different marketing strategies, combining them can be an interesting tactic.

While TikTok is great for attracting new audiences and building brand awareness, email marketing is key to nurturing those relationships and turning initial interest into sales.

Brands can use TikTok to drive traffic to their email campaigns—for example, by promoting newsletter signups or exclusive event registrations.

Once a user opts in to receive emails, businesses can keep the conversation going and deliver more personalized, valuable content like special discounts or product launches.

On the other hand, email marketing data can offer valuable insights to help fine-tune content strategies on TikTok.

Knowing which content drives more clicks or which products are most popular can help shape videos that better match audience interests.

Success stories on TikTok

Many brands have seen impressive results by using TikTok as part of their marketing strategy.

A standout example is the cosmetics brand e.l.f. Cosmetics, which launched the #eyeslipsface challenge in 2019.

This challenge encouraged users to create videos using a custom song snippet made for the brand.

The campaign was a huge success, generating over 5 million videos and more than 4 billion views on the platform.

This case shows how a well-executed TikTok campaign can deliver massive reach and unmatched engagement.

Another example is the clothing brand Guess, one of the first to incorporate TikTok into its marketing strategy.

The company launched the #InMyDenim challenge, inviting users to showcase creative ways they styled their jeans.

The campaign not only boosted the brand’s visibility but also positioned Guess as a modern, relevant choice for younger audiences.

Challenges and considerations

While TikTok offers many opportunities for brands, it also comes with its challenges.

One major challenge is how quickly trends come and go on the platform.

What’s trending today might be irrelevant tomorrow, so brands need to adapt quickly and experiment with various types of content.

Additionally, since TikTok is a visually driven platform, brands unfamiliar with video creation may face a steep learning curve.

The quality of the content is crucial.

Although authenticity matters on TikTok, low-quality or unappealing videos can hurt the brand’s image.

Finally, it’s important to remember that while TikTok is a powerful platform, it’s not the right fit for every brand.

Before investing in TikTok, businesses should evaluate whether the platform suits their audience and if they can produce content that resonates in that space.

Conclusion

TikTok has reshaped digital marketing, giving brands a unique platform to reach global audiences creatively and authentically.

However, to succeed on TikTok, businesses must be open to experimenting, quick to adapt, and most importantly, deeply understand their audience.

By combining TikTok with other marketing strategies, such as email marketing, brands can maximize their impact and build stronger, longer-lasting relationships with their customers.