In recent years, TikTok has become one of the most popular social media platforms in the world, with over 1 billion active users. It’s a platform that allows users to create and share videos, ranging from 15 seconds to 10 minutes. TikTok is particularly popular among Gen Z and Millennial users, but it’s increasingly gaining popularity among all age groups. 

If you’re a business owner or a marketer looking to reach a younger audience, TikTok can be an excellent platform to incorporate into your marketing strategy for organic reach and growth. If you want to dive into the world of Tik Tok marketing you’re in the right place! We’ll even show you how our fellow Ardenterians created a trend that went viral and was recreated by the worldwide Tik Tok community.  

Why TikTok?

TikTok has several unique features that set it apart from other social media platforms. These include: 

  • A Large User Base: As mentioned earlier, TikTok has over 1 billion active users worldwide. While the platform is still predominantly used by younger audiences, the number of older users is steadily increasing. It is no longer the app where young children are dancing. It is a serious content marketing machine for businesses that should not be overlooked.  
  • High Engagement: TikTok videos have a high engagement rate, with users spending an average of 52 minutes per day on the app. This is higher than any other social media app!  
  • Potential For Virality: TikTok has a unique algorithm that promotes content that’s popular and engaging, even if it’s from a relatively unknown account. This means that with the right content, your videos can potentially go viral and reach a vast audience.  
  • Creativity: TikTok is a platform that rewards creativity. Brands that are willing to think outside the box and create engaging and entertaining content are more likely to succeed on the platform. 

How to Incorporate TikTok into Your Marketing Strategy

Now that we’ve covered why TikTok is a great platform for marketing, let’s explore how you can incorporate it into your marketing strategy. Here are some tips to get you started: 

Identify Your Target Audience

Before creating content for TikTok, it’s essential to identify your target audience. This will help you create content that resonates with them and increases the chances of your content being shared and engaged with. Understanding your target audience’s interests, behaviours, and preferences is key to creating effective TikTok content. You may have heard the term ‘find your niche’ when it comes to creating content for the platform.  

Create Engaging and Entertaining Content 

TikTok is all about creativity and entertainment. The best way to succeed on the platform is by creating content that’s engaging, entertaining, and easy to consume. Think about how you can create content that’s not only relevant to your brand but also provides value to your target audience. Think about using Tik Tok as if you would Instagram stories, bite sized updates of your day.  

Embrace Trends (Or Start Your Own) 

TikTok is a platform that’s constantly evolving, with new trends and challenges popping up every day. Embracing these trends and incorporating them into your content is a great way to stay relevant and increase your chances of going viral. Last year Ardent adapted an interaction between our team members into a Tik Tok video that went viral and started a trend that was recreated by hundreds of Tik Tok users! Check out the results below:  

  • 1.6 million Views  
  • 2,118 Saves  

Want to see the video? You might have seen it circulating last year!  

The comments section was buzzing with engagement from the community, with comments from worldwide brands such as Microsoft, Hootsuite, E News, The Rockettes!  

We even took the opportunity to get Ardent in the fun.  

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Here’s some of the videos the Global Tik Tok community created off the back of our video:


Hey now hey now… this is what dreams are made of ✨ channeling our inner Lizzy McGuire whenever wearing headsets 🎤 #WomenOwnedBusiness #lizzymcguire #heynow #worklife

♬ What Dreams Are Made Of – •Those We All Love•

Not only were we able to generate some brand awareness on a global stage, but we saw a direct spike in traffic with referrals from Tik Tok!  

Unleash the Power of UGC 

Collaborating with creators is an effective way to reach a larger audience on TikTok. Creators can help you create engaging content and increase your brand’s visibility on the platform. When collaborating with a creator, make sure you choose ones that are relevant to your brand and have a genuine following. 

Use Hashtags

Hashtags are a powerful tool on TikTok that can help increase the discoverability of your content. Using relevant hashtags in your videos can help your content appear in search results and increase your chances of going viral. Try using the 3×3 hashtag rule:  

  • 3 hashtags about what the video relates to. 
  • 3 hashtags about the problem. or the thing that you solve. 
  • 3 hashtags about who it’s designed for, who is the audience? 

If you’re looking for an agency that can provide you with a holistic Tik Tok strategy that complements what you’re doing on other channels, whether that be for ads or organic, get in touch!