TikTok Marketing for B2C Brands (2024)

Nose painting. Lil Nas X’s Old Town Road. Mad science experiments. The common thread? It’s all happening on TikTok, the social networking app for short video content.

Called “the defining social media app of Gen Z,” TikTok is a surprisingly friendly place for B2C marketers. Last fall, e.l.f. Cosmetics launched its #eyeslipsface campaign – inviting TikTok users to show off their makeup talents to the tune of a 15-second track the cosmetic company had made for the challenge. The campaign smashed records. Its initial video garnered 2.5 billion views in the first two weeks and sparked over 3 million user-generated videos.

@hairbyaliciawebSuper Blonde Start To Finish 🤩#fyp #eyeslipsface #foryoupage♬ eyes. lips. face. (feat. Holla FyeSixWun) – iLL Wayno

And that’s just a taste of what TikTok has to offer.

What is TikTok?

TikTok, known as Douyin in its home base of China, is a social network for sharing short videos, often set to music. Lip-syncing and dance videos are especially popular in part because TikTok merged with lip-syncing app Musical.ly in 2018, migrating all former “musers” to TikTok’s platform.

The app – which The Verge has christened the “joyful, spiritual successor to Vine” – gives social media users a chance to let loose and indulge their playful side. Unlike social platforms like Instagram, TikTok isn’t about crafting an idealized version of yourself. TikTok users embrace their silliness, performing cheesy dance routines with their friends and participating in goofy short-lived trends like nose painting (yep, this is a real thing). The platform’s best-known creators are quirky, relatable, and above all, real.

@thehypehouse Avani failed at the end😂♬ original sound – trvphouse

TikTok surged to prominence last year, with over a billion downloads and an estimated 800 million monthly active users worldwide – 40%are between the ages of 16 and 24. While many organizations have dabbled in the platform, only a select few are treating it as a core part of their content marketing strategy. This is a mistake, particularly if you are a B2C brand targeting Gen Z.

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Why your brand should commit to TikTok

TikTok’s extremely loyal and active users set it apart from other social networks. They open the app an average ofeight times per day and browse for approximately five minutes each time – much longer sessions than Snapchat or Instagram. “The engagement on TikTok is unreal,” creator Drea Knowsbest, who has over 4 million followers, told Vox in a recent interview. “All the creators on the app have very loyal fans.”

Brands who take TikTok seriously are reaping incredible results. Not only did e.l.f.’s #eyeslipsface campaign smash records for the brand, it also inspired celebrities like Ellen Degeneres and Reese Witherspoon to spontaneously join the challenge without being compensated.

@ellendegeneres#eyeslipsface #donjulio♬ eyes. lips. face. (feat. Holla FyeSixWun) – iLL Wayno

Even more shockingly, the 15-second music clip in the campaign got so big that e.l.f. released it as a full-length single on Spotify and Apple Music. DJs played it in clubs, the track got picked up by a major record label, and now there’s even an official music video on Vevo. That’s the kind of virality most marketers can only dream of achieving – and it was all made possible thanks to TikTok’s exceptionally engaged user base.

What most brands get wrong about TikTok

There’s no way e.l.f. would have inspired such incredible results if it didn’t adapt to the unique demands of the TikTok platform. That’s opposite of what many marketers do with TikTok – they repurpose material from other social platforms and expect it to perform just as well.

As Evan Horowitz, CEO of the agency behind e.l.f.’s campaign, told Vox, “TikTok is the opposite of Instagram in some important ways: Instagram is all about your most polished ‘best life’ that you put out there, and TikTok is so real, it’s so raw.”

Polished, studio-quality video is antithetical on a platform dominated by clips of teens lip-syncing in their bedrooms. And this might be what’s scaring marketers from committing to TikTok – tried-and- true video strategies from Twitter, Facebook, and Instagram don’t translate.

But this lack of TikTok understanding represents an opportunity for brands that take the time to understand the platform first and then create the content.

How to succeed on TikTok

A little bit of preparation and a willingness to experiment will help any brand succeed on TikTok. Here’s how.

1. Do your research

If there’s proof that anyone can succeed on TikTok with the right preparation, it’s The Washington Post.

You’d never imagine that a 142-year-old newspaper – especially one where theaverage reader is over 40 – would have a dedicated TikTok following, but it does, all thanks to the dedicated efforts of The Post’s TikTok creator Dave Jorgenson.

@washingtonpost#ceoof wild nights♬ Strange tattoo – washingtonpost

Before creating videos for TikTok, Dave researched the platform in depth and pitched the idea to his superiors. “He truly came with a full stash of research, and he’d spent a lot of time, and it impressed me instantly how much he passionately believed in it,” says Michelle Jaconi, Jorgenson’s boss.

His research prompted him to try creating mockumentary clips about life in the newsroom in the style of the TV show The Office. “All of (Gen Z) is growing up re-watching The Office constantly,” Dave told The Atlantic. “And I do think that there is a little bit of a tone of The Office that they love, and I try to recreate that in TikTok. That sort of mockumentary style, zoom, and all these different things.”

That play for the younger audience is critical to The Washington Post. As Dave explained in The Atlantic interview: “This is a really good way to, at the very least, get (younger people) to trust the brand or to know the brand.”

His hard work has paid off. The Washington Post has amassed over 360,000 TikTok followers since May 2019.

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2. Work with an influencer

Since TikTok prioritizes authenticity, brands must build trust with their audience on the platform. One way to do this is by working with established TikTok creators. As Joel Mathew, president of Fortress Consulting Group, writes in Forbes, “Advertising through influencers allows brands to promote through someone that a niche community watches, engages with and trusts on a daily basis.”

Chipotle partnered with comedic TikTok creator @itssadowski to create a micro-sketch featuring his character “Mama Penny” panicking because she doesn’t know how to make a burrito for her friend. (The solution, it turns out, is to order from Chipotle and hide the evidence). It’s pure silliness — but if the video’s 275.9K “likes” are any indication, it was a hit with Chipotle’s audience.

@chipotleMama Penny’s burritos are unmatched. itssadowski #chipotle #comedy♬ original sound – chipotle


How do you find TikTok influencers? Influencer Marketing Hub offers a couple tips. Search on Google for “top TikTok creator” and your niche or industry. Or you can use its free TikTok influencer search tool.

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3. Understand your metrics

TikTok offers detailed analytics to any user who switches to a pro account (just follow the instructions in the link). It’s free to do. Then you can access dedicated tools for tracking your brand’s TikTok performance over time, including monthly views, follower growth, and trending videos.

TikTok Marketing for B2C Brands (1)

These tools can help you assess what’s working well and what you can fine-tune to better engage your audience. Make sure to regularly take time to evaluate your content.

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Build a bond with Gen Z

TikTok exploded last year, and its success indicates it’s not going away any time soon. The platform’s highly engaged user base is an ideal audience for B2C brands targeting a youthful demographic. If your brand is trying to reach Gen Z this year, it’s time to pull out your smartphone and get on TikTok – time is ticking.

Bring your team to Content Marketing World this October for inspiration, ideas, and actionable advice on developing and executing a strategy that drives profit for your business.Group rates are available. Register today.

Cover image by Joseph Kalinowski/Content Marketing Institute

TikTok Marketing for B2C Brands (2024)

FAQs

TikTok Marketing for B2C Brands? ›

TikTok is a social media app where users share short videos. TikTok B2B for marketers, is a platform to create content that can attract your target audience. This content can range from entertaining to educational.

Can you use TikTok for B2B marketing? ›

TikTok is a social media app where users share short videos. TikTok B2B for marketers, is a platform to create content that can attract your target audience. This content can range from entertaining to educational.

Is TikTok marketing right for your brand? ›

In conclusion: If you're a brand, you should definitely be on TikTok. The app is growing rapidly and will continue to do so. It has the potential to become an important part of your marketing strategy in the future — especially if you want to reach younger audiences.

Do TikTok ads work for small business? ›

LIVE Shopping Ads are an effective way for your business to educate viewers about your products and solutions, drive purchase intent, and encourage potential customers to convert - all within the TikTok app.

Is TikTok B2C or B2B? ›

TikTok is both B2B and B2C and it offers advertising tools for both B2B and B2C businesses.

How are B2B companies using TikTok? ›

It rewards quality content rather than simply having a large fanbase and B2B brands can use this to their advantage by connecting with their audience through authentic, engaging, and quality content. It doesn't stop there. TikTok also allows for cross-platform promotion feature.

Is TikTok marketing worth it? ›

Whether TikTok ads are worth it depends on various factors such as your target audience, advertising goals, budget, and creative strategy. TikTok ads can completely transform a business, but it may not be the best option to commit your time to if you do not have a big budget or a marketing strategy.

How effective is TikTok influencer marketing? ›

TRADITIONAL SOCIAL MEDIA PLATFORMS FOR MARKETING. TikTok's marketing effectiveness is unparalleled, especially when compared to traditional social media platforms. Its algorithm, focused on user engagement and content relevancy rather than follower count, ensures a wider, organic reach.

What is Fenty beauty's strategy for TikTok? ›

Strategy and Execution

Targeting a Gen Z audience, Fenty Beauty invested in its TikTok strategy, first forming a dedicated content creation house before tapping creators to promote the brand. The house opened at the beginning of March with a group of five creators chosen by Rihanna.

Is TikTok good for promoting products? ›

Yes, TikTok can be a great platform for promoting business posts. It has a large and diverse user base, offering the opportunity to reach a wide audience. TikTok's algorithm can help businesses reach potential customers by showing their content to users who are interested in similar products or services.

How do I launch a brand on TikTok? ›

How to Build a Brand on TikTok?
  1. Step 1: Know Your Audience. Before creating content, you must understand who you're trying to reach on TikTok. ...
  2. Step 2: Set Clear Goals. ...
  3. Step 3: Create Engaging Content. ...
  4. Step 4: Leverage Influencers and Trends. ...
  5. Step 5: Analyze, Optimize, and Adapt.
Nov 4, 2023

Can brands make money on TikTok? ›

For example, any brand can use TikTok ads to drive traffic to their ecommerce store, but you'll need to invest more dedicated TikTok time into making money through TikTok's Creator Fund or by becoming a brand ambassador. You either have a business you promote through TikTok—or you are the TikTok business.

What is the minimum budget for TikTok ads? ›

TikTok Ad Costs

Minimum Spend: TikTok requires a $500 minimum ad spend, with a minimum campaign level daily budget of $50, a minimum AdGroup level daily budget of $20.

How much does TikTok advertising cost? ›

TikTok Ads CPM

According to the platform rules, the average pricing of the Cost Per Mile starts at $10 per 1,000 views, and there is a minimum cap of $500 per campaign to be spent.

How much does TikTok charge per click? ›

The average CPM on TikTok is $9.16 (as of November 2023). TikTok advertising prices start at $0.50 CPM and $0.02 cost per click. A minimum budget of $500 is required to spend on a campaign, with a minimum daily budget of $50 at the campaign level and a minimum of $20 per day at the ad group level.

Can TikTok be used for affiliate marketing? ›

The TikTok For Business Affiliate Program allows affiliates to earn a commission when driving new users to use TikTok For Business. All affiliates must apply and join the program through Impact.

Can I use my TikTok account for affiliate marketing? ›

You can do affiliate marketing on TikTok, but you need to find a way to add affiliate links to your video content or TikTok bio.

Can a business advertise on TikTok? ›

To create a TikTok ad campaign and set up your first ad, go to the TikTok Ads Manager. Make sure you're using a TikTok for Business account (if you're not, it's free and easy to switch).

Is TikTok a good platform for affiliate marketing? ›

The short answer is yes, affiliate programs can work on TikTok. With the platform's video-focused format and strong engagement from its users, there are ample opportunities for content creators to promote products and services through affiliate links and earn a commission from sales generated through their content.

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