Create a social media strategy for TikTok

Business Benefits

Reach new audiences and increase brand awareness.


Identify your target audience by reviewing the demographics of your customers and followers on your other social media accounts.

Your following may differ from platform norms depending on your content, topics, and brand:

  • 25% users between 10-19.
  • 22.4% between 20-29.
  • 21.7% between 30-39.
  • 20.3% between 40-49. (Source: Statista)

53% of TikTok’s global users are male and 47% are female as per DataReportal. Roughly 50% of TikTok’s global audience is under the age of 34 with 32.5% aged between 10 and 19 as per Influencer MarketingHub.

Refer to your buyer personas and customer journey and align your TikTok goals with a specific stage of the customer journey.

For example, you may want to promote your brand to people 34-45 trying to solve problem X or who are interested in solution Y. They are not aware of our brand yet, but use a competitor. Your TikTok videos can help raise brand awareness for this audience segment.

Choose a content theme for what you want to post on TikTok.

This could include funny videos or instructional videos, and will depend on the overall tone of your brand and what kind of products or services you offer. Depending on the brand, some other content formats to consider are educational videos, skits, storytime videos, or joining in on TikTok trends.

Run a competitive analysis and review the TikTok content your competitors use.

Competitor analysis gives you insights into their strengths, weaknesses and the opportunities to tap into. With tools like Socialinsider, Exolyt, and TigLog, you can track all your competitors in one dashboard, and see their popular posts, hashtags and top-performing content. You can also gain valuable insights into the direction your industry is heading in.

Create a list of hashtags to use in your posts by identifying keywords that describe your business and analyzing how they perform on TikTok.

You can research hashtags directly on TikTok or use tools like Influencer Marketing Hub’s TikTok Hashtag Generator. TikTok has a 100 character limit, so only use 3-8 hashtags per post.

Post at least 1-3 times per day for optimal engagement and views.

You can also boost engagement by:

  • Creating hashtag challenges.
  • Utilizing duets.
  • Collaborating with influencers.
  • Using trending sounds or song clips in your content.

These strategies, combined with a smart hashtag strategy and posting content consistently during peak engagement times, are all tactics that can help land your content on the For You page to expand your reach organically.

Use TikTok analytics to determine which times of day your videos get the most views, and post new videos at the times when your audience is most likely to be on the platform.

Use TikTok analytics, if you have a pro account, to continue optimizing your content based on the videos that receive the most amount of views.

To see your analytics, go to your profile on TikTok, click the three dots in the top right corner, and select Analytics. While TikTok does not allow for the tracking of lead generation goals or ecommerce goals, you can see:

  • Content insights.
  • Followers insights.
  • Profile overview analytics on a 7 day or 28 day period.