How to Define Your TikTok Audience

Photo by Christian Battaglia on Unsplash

In the world of TikTok, people are making millions of videos every day. As a result, this short-form video creation app is driving engagement among the next generation of social media super-fans, and savvy marketers are taking notice.

TikTok has become an overnight sensation, surpassing its predecessor to be crowned “the world’s most downloaded entertainment app” in the Apple App Store. It’s gained more than 100 million users since September 2017, when it officially became the fastest-growing social app ever.

Now that TikTok has teamed up with Twitter, marketers have even more opportunities to connect with their target customers. With well over half of TikTok’s users falling between 18-24, brands are beginning to realize that TikTok is an untapped goldmine for marketing opportunities.

Is TikTok good for marketing? 

Engagement is key. TikTok offers endless opportunities for marketing to a target audience of influential and passionate young adults. That being said, it’s not all fun and games when it comes to marketing on TikTok. Because this platform appeals to such a young demographic, brands must be careful about engaging with their target audiences to avoid being seen as “selling out” or selling spam.

Many brands are beginning to see the value of TikTok, but there are still many questions circling the new platform. 

How is TikTok used in marketing?

Let’s take a look at some ways that you can utilize this app for marketing purposes, along with the dos and don’ts of TikTok marketing:

Create a community and engaging with fans. 

TikTok differs from platforms like Instagram in that it allows users to create an interactive community for their followers, not just post content and watch the likes roll in. On TikTok, you can use ‘duets’ to connect with fans, hold contests for your followers, and create a more personal experience for your community.

Cross-promotion between and TikTok. 

Because the user base of these two apps is mostly the same, brands can promote across both platforms for maximum results.

Take advantage of the music element. 

TikTok has a powerful musical element, and musicians and entertainers alike often use this platform to launch their careers. As a result, brands should consider partnering with these influencers for promotional purposes or possibly even their original videos incorporating music into the campaign.

Use hashtags and search tools to find your audience. 

TikTok’s search tool is somewhat limited, but the hashtag feature is an excellent way for brands to reach new audiences that might not otherwise be able to discover you within the platform. In addition, brands can take advantage of the “discover” feature, which allows you to see what’s trending on TikTok in your area.

Building a TikTok marketing strategy

You need a TikTok marketing strategy just as much as you need a marketing plan on any other social media platform. One of the main differences between TikTok and other platforms is that it’s all about creating content that adds value for your community rather than trying to sell things straightaway.

Social currency: While this tactic works on most other platforms, brands must be careful not to “sell” too much on TikTok. Keep your posts focused on entertaining or inspiring your followers, then mix in a strategic marketing message now and again.

Hashtags: Hashtags are critical on TikTok, as they can help boost your visibility within the platform if done correctly. Just make sure that you don’t go overboard with hashtags, or you’ll come off like a spammer.

Attention-grabbing titles: Again, because TikTok is all about entertainment and engagement, the most important thing to do when creating content is to get people’s attention. Create exciting titles that will grab your followers’ attention, and make sure to add a call-to-action in the description.

How do I promote my product on TikTok? 

You can promote a product through your video content just as you would through other social media platforms. However, you can also use TikTok to offer coupon codes and giveaways to attract new users to your brand and increase loyalty among current customers.


Because TikTok has grown exponentially in recent years, you can definitely use it for marketing purposes. One of the keys to succeeding on TikTok is to keep your interactions meaningful and avoid sales-focused content at all costs.