How To Create a TikTok Content Marketing Plan in 2024

Is one of your New Year resolutions to actively market your business on TikTok, but you don’t know where or how to start? We’ve got you covered with some of the best tips and strategies to get your brand off to a flying start on this massive social media platform.

Where to Start

If you have never posted content on TikTok before, you should familiarize yourself with the platform first. TikTok serves over 1.1 billion active users who create and consume short-form video content. The app has a unique algorithm presenting people with the content they most want to see. But the algorithm only does that when the content in question is original and only posted to TikTok.

All this means you must decide whether you can consistently create short videos (TikToks) for your audience. Determine whether your brand and content will appeal to TikTok’s main demographic, users under 30. Marketing your brand on TikTok means you must tailor your content towards this demographic, but it must also attract other age groups.

Planning TikTok Content

If you believe that your content will draw a crowd on TikTok, it’s time to think about the story you want to tell. All brands on TikTok tell their own story. Think of The Body Shop. Their brand story is cruelty-free skincare and vegan beauty. Therefore, all their promotional content focuses on this storyline. Nike focuses on creating the best running shoes. That is the story they tell on TikTok and other social media platforms.

So, what is your story? What do you want your followers to know about your brand and you? Your content will write itself when you know what you want to say.

Choosing a Content Format

The next part of your TikTok marketing plan involves content formats. There are several formats to choose from. The one you settle on must be the one that best tells your story and appeals to your target market.

One of the best TikTok content formats is simply talking directly into the camera. For example, if you are introducing your brand, you can shoot a video where you explain the idea behind your brand and showcase some of your products. Doing this is the easiest way to break the ice on TikTok and gauge the reaction to your content.

If you don’t like the idea of talking to the camera, you can use several other forms of content. This includes storytelling through skits, funny videos, memes, or simply leaving the content creation process to a skilled content creator.

Finding the Perfect Soundtrack

Movies would be weird without an intermittent soundtrack. Songs and background music give movie and TV scenes weight. And it creates an emotional connection with viewers. Imagine Titanic without the mournful background song during the sinking scenes. Or Jack Sparrow running across the beach, arms flailing, without the upbeat accompanying music. It doesn’t quite hit the same, does it?

The same goes for your content. Your videos must include a soundtrack or at least one of two recognizable sounds. If you struggle to choose sounds or music that fit your content, check out TikTok’s Discover page. Here, you will find trending videos and the sounds that make them even more popular. You can use some of these sounds for your videos or use them as inspiration to find something similar.

TikTok also has a popular music library that expands daily. You’ll likely find something to give your videos that extra oomph.

Using Hashtags to Make Your Brand More Visible

TikTok doubles as a search engine for users looking for specific content. This is why your content must include relevant hashtags and key phrases. Using a branded hashtag and two or three other popular hashtags will make it easier for people to find your content. And the stronger your hashtags, the higher your content will rank in TikTok’s search results.

All the Rest of It

Your TikTok marketing plan isn’t just about introducing your brand on the platform, finding a video format, and filling your videos with music and hashtags. There are several more components to marketing your videos successfully on this hugely popular social media app.

For example, at some point, you will likely have to partner with an influencer, a micro-influencer to be exact. This will help you reach new audiences and build trust in your brand. Micro-influencers exist to help brands and content creators increase the level of engagement around their content.

The more people talk about your brand and your videos on TikTok, the more visible your business becomes. This is one of the best ways to continuously promote your brand on TikTok without becoming overly salesy.

Moreover, as your content takes off on TikTok, you must analyze each video campaign’s performance. You can use TikTok’s built-in analytics to analyze how well your videos fare by checking video views, profile views, and new follower statistics over a week or a month. You can also monitor individual performance for each video and establish your audience’s demographic. These metrics will help you improve your content where necessary so you can find even more success on TikTok.

Don’t Be Afraid of Creativity. It Is What Will Help You Succeed

TikTok audiences, especially Gen Z, want brands to be creative and spontaneous. But more than that, they want to support authentic brands that are not limited by others’ ideas of what good content looks like.

The above strategies are mere guidelines, a structure for your TikTok marketing plan. But don’t let this structure inhibit you from being your kind of creative. If you have a ‘crazy’ plan for content, experiment with it. If you have something unique to say or do, do it.

This is exactly what TikTok is there for. To show people who and what you are and what your brand represents. And it is what the analytics feature is there for, too. If something doesn’t work, you can improve or let it go and start on the next idea. TikTok is an excellent platform to market your business. Combine your creativity with the technical aspects of content creation, and you won’t look back.