How to Build Brand Awareness on TikTok

Building brand awareness on any social media platform relies on a consistent, effective marketing or ad campaign. While it may seem logical to use long-standing platforms like Instagram or Facebook, TikTok is one of the best social media apps for brand building.

That said, TikTok marketing looks different from traditional social media marketing. This is mainly because TikTok’s focus is short-form video, whereas other platforms have a variety of content formats. If you want to use this hugely popular app to create awareness around your brand, you must know what type of short-form content TikTok audiences prefer. The following strategies will help you identify your audience and create intriguing campaigns.

Why Use TikTok for Brand Awareness?

Many surveys and data collection websites continue to place TikTok as the number one app for effective social media marketing. TikTok helps boost consumer spending and conversions and drives sales. Using TikTok, you can reach audiences your brand has never tapped into before. You can connect with other content creators and influencers to expand your reach. You can also develop a brand personality that resonates with your target audience.

Why Is TikTok So Popular Among Brands?

TikTok makes it easy for brands to connect with Gen Z audiences. This is often the only reason businesses start marketing themselves on the platform. But TikTok also helps brands grow, especially new ones, if they find the right balance on the app.

TikTok is driven by the latest trends. This means brands (and you!) must time content correctly and use the hottest trends. This way, you can make an instant impact on your target audience. TikTok is also highly popular because of the golden 30-second rule. Marketers and content creators have a 30-second window to grab an audience’s attention. If you know your way around TikTok videos, you can also do it. If you can do it in 15 seconds instead of 30, even better.

TikTok also functions as a community-first platform. Brands draw audiences and convert them into loyal customers using omni channel communication lines. TikTok users demand engagement and transparency from the brands they do business with. They want someone from the business to respond to their comments and questions. So, for your brand to make an impression on TikTok, prepare to field many questions and respond to even more comments.

TikTok is the number one platform for authenticity. Users have no time or patience for pushy sales videos. They want brands to show them exactly why specific products and services will make their lives easier, and they want to be able to relate to these businesses.

How to Create a Brand Awareness Strategy for TikTok

To get to the point where your followers are excited about your content, you must first know your audience or who you want to reach. You need to know what your followers’ interests are and what content they actively look for on TikTok. This is the only way to create content that speaks to them.

Also, before you decide on a brand awareness strategy, you must have clear goals. If you want to increase brand awareness, tailor your strategy accordingly. If you want to drive more people to your TikTok account and website, you need a different strategy. Having specific goals will help you measure success, and it will guide your content creation process.

Content Is at the Heart of Any TikTok Strategy

The best way to create brand awareness with your business content is to embrace storytelling. Set up storylines for your brand’s future places. Create different stories for each product. Always include your missions and values in your content creation, and spotlight your hardworking team.

Use the technical part of TikTok to elevate your content. Research trending sounds and hashtags that make it easier for users to find your videos. Hashtags are a must-have for TikTok content because they increase your content's discoverability.

Experiment with content formats. While you are limited to video content, you can create tutorials, demos, launches, and funny skits to attract your target audience. Just remember to cap your videos at 60 seconds. Anything longer, and you risk losing your audience’s attention. As a general rule, shorter videos always perform better, so if you can convey your message in 30 seconds or less, it will have a bigger impact on your followers.

Consider working with a TikTok influencer if you need a quick brand awareness booster. Influencers typically have their own established audience to promote your brand to. An influencer can also help you create effective content if you run out of ideas. More importantly, an influencer can help you establish what type of content works best with the TikTok algorithm.

Master the TikTok Algorithm to Create Brand Awareness

The TikTok algorithm wants you to stick to a consistent posting schedule. This will allow your content to pop up in users’ feeds and give TikTok a better reason to promote your videos. You probably will not get the timing right on the first couple of tries, so experiment with different times and days to find the optimal content window. Ideally, you want to post your content while your followers are active on TikTok.

Also, the algorithm does not like low-quality videos. Only use the best-quality images and combine them with captions and CTAs. The text helps the algorithm understand your content and who to promote it to. It also encourages engagement, another factor the algorithm considers when promoting content.

Paid advertising can also help you find the right balance between valuable content and pleasing the algorithm. You can use in-feed ads or branded hashtag challenges to target specific demographics.

Engage With Your TikTok Audience to Sustain Brand Success

Again, engagement is the main factor in brand awareness. Do not let days go by before you respond to comments. This will hamper your content’s effectiveness in building awareness around your brand.

Answer questions, appreciate compliments, and resolve complaints. Implement an AI chatbot if possible so that users at least receive an initial response to their inquiries and comments. Use all available technology to keep the communication lines open between your brand and your TikTok audience.

The more you talk to your TikTok followers and get to know them, the more attractive your brand will become on TikTok.