The Definitive Guide to a Successful TikTok Campaign (2024)

TikTok, a platform that was once considered complementary, now takes center stage in the marketing strategies of major brands. The reasons behind this are many. For starters, TikTok is a famously powerful space to engage with younger generations—especially Gen Z and Millennials—who flock to the platform for product recommendations, reviews and more.

It’s not a coincidence that the platform attracts these audiences and also humanizes brands by encouraging them to show a more genuine side. To put it simply, TikTok stands out among other platforms by not only connecting with younger audiences but also providing brands with unique opportunities to establish emotional connections, showcase their authenticity and effectively reach new potential customers in creative ways. Moreover, it serves as a fertile ground for creating trending content and attaining viral status within seconds—resulting in the highly sought-after “sold out” scenario that every brand aspires to achieve.

In a marketing landscape that is constantly evolving, having a presence on TikTok is not just an option, but a wise decision for brands aiming to differentiate themselves and stay relevant in the face of an increasingly demanding digital audience. Surprisingly, though, many have yet to fully tap into its potential. Worry not—whether you’ve tested the waters already or are just thinking about dipping your toes into the platform, this guide will help you succeed in your TikTok campaigns.

Stage 1: Initial Preparation

Before venturing into TikTok from a brand perspective, it is essential to actively engage on the platform as a user. Becoming familiar with the language and dynamics of TikTok is the first step toward achieving success. Whether you are a brand owner, employee or part of an agency, absorbing the essence of TikTok is crucial.

Success on TikTok requires synergizing a distinctive tone of voice with the unique social essence of the platform. The brand voice, which may be cautious and dependable elsewhere, can (and likely should) become inspiring, lighthearted and humorous on TikTok. That’s the only way to break down barriers and establish a relationship with consumers that’s built on trust. Ultimately, TikTok provides the ideal environment to unravel untapped aspects of the brand.

Some of the ways brands can actively participate on TikTok include:

  1. Creating an organic profile on TikTok:
    This strategy involves building a brand profile on the platform and consistently sharing organic content. It requires meticulous planning, as the videos should resonate with TikTok’s audience and align with their interests.

    While it demands a high level of dedication, the benefits outweigh the effort. By having an organic presence, the brand’s profile becomes a testing ground, enabling the brand to extract valuable insights from videos, explore topics that intersect with diverse niches within TikTok and receive real-time feedback from users. These learnings can then be applied to paid content, ensuring its effectiveness is maximized.

  2. Using TikTok ads:
    Another alternative is to invest in paid ads on TikTok.These ads can appear in the discovery feed, just like organic videos, but there are also special formats that provide a prominent position on the homepage, as well as sponsored challenges. The lack of an organic account doesn’t necessarily affect the performance of these ads, making this a great choice for brands that want to test the platform without fully committing to it yet. It’s also an effective tactic to amplify seasonal campaigns.
  3. Partnering with TikTok creators:
    Partnering with creators not only serves as an alternative for those unable to choose one of the previous options but also acts as a complementary strategy that can and should be combined with the others. Content creators on TikTok are native to the platform, meaning they possess expertise in producing content that truly resonates with audiences. By partnering with the right ones, you can gain an intermediary that effectively translates the brand’s message while also attracting potential customers from their trusted follower base.

There’s no such thing as a one-size-fits-all approach when it comes to collaborating with creators. Instead, it’s important to avoid a cookie-cutter style and focus on customizing strategies to accommodate individual differences and cater to specific needs. More often than not, creators complement brands’ strategies through dark posts, but increasingly, they are involved in the early stages of the campaign, helping to determine the best way to introduce it on the platform.

Stage 2: Beyond the Top of the Funnel

Recognizing that TikTok isn’t just restricted to the initial phase of the marketing funnel opens up space to plan a comprehensive strategy with videos that address all stages of the customer journey, which can be even more effective.

When we think about TikTok, it’s not uncommon to associate it with the awareness stage, in which brands can leverage the viral nature of the app to capture the attention of a wide audience. However, it doesn’t end there. In the conversion stage, brands can incorporate clear call-to-actions within the videos or in the captions, directing users to visit a website, make a purchase or sign up for a newsletter.

To drive ad communication, though, it is crucial to have a clear understanding of campaign objectives and key performance indicators (KPIs). What is the core message we aim to convey? What will be the call to action (CTA)? These considerations will guide the development of an effective campaign.

Stage 3: Detailed Research

Research is a powerful ally in shaping a TikTok strategy. It is crucial to collect and save relevant references, templates and resources for future adaptations. Analyzing consumer-generated content, both from the brand and others in the industry, provides valuable insights into what resonates with the audience.

By exploring the different hashtags and trends that are closely related to the campaign theme, you can join the conversations that organically align with the strategy. Attentively listening to customer feedback, identifying recurring themes and evaluating overall brand perception will guide the path to success.

Stage 4: Key Considerations for Planning

During the planning phase, brainstorming with the team is key to selecting the best ideas. From there, it is necessary to identify the required resources—including roles such as store employees, content creators or celebrities—as well as materials such as sets, props and products. These resources will be used in filming, adapting existing content, or recording videos at home.

Not long ago, we successfully brought Kopenhagen’s Easter campaign to TikTok. The Topview announcement in particular had an impressive reach of 4.1 million people, exceeding expectations. In addition, the click-through rate (CTR) was 35% higher than the standard benchmark. The impact was even more remarkable as the proportion of new users visiting the brand’s website increased by over 60% during the period when this format was utilized. In short, this broad visibility, coupled with a significant CTR, resulted in a notable growth in the number of potential customers during one of the most important dates for the brand.

Another crucial aspect is the development of a well-defined timeline, encompassing the entire process from the initial creation to the launch of the TikTok campaign. In doing so, it’s necessary to dedicate enough time to each step, ensuring they are properly distributed within the available time frame. This helps avoid last-minute planning for seasonal campaigns.

Stage 5: Creating Impactful Content

When it comes to creating content for TikTok, every second counts. Unlike other platforms, where longer videos are favored, TikTok is all about agility and action, which means that the first three seconds are particularly crucial in capturing the user’s attention. That’s when you should be highlighting offers, promotions, coupons and even free shipping—maximizing efforts to attract and engage the audience effectively.

By understanding the language and trends, conducting comprehensive research, carefully planning and creating relevant content, brands can achieve outstanding results on TikTok. While harnessing its full potential may not be as easy as it seems, when executed effectively, it becomes a formidable marketing tool. The platform’s evolution has made it essential for successful campaigns. Let’s embrace creativity, innovation and strategy to fully unleash its power.

The Definitive Guide to a Successful TikTok Campaign (2024)


What makes a TikTok campaign successful? ›

Implement Hashtags

Hashtags are an essential part every successful TikTok campaign, as they're one of the best ways to get your content seen and in front of your target audience.

How do you make a successful TikTok ad? ›

What makes a good TikTok ad?
  1. Recommended duration: no less than 21 seconds, no more than 34 seconds. ...
  2. Placing a clear call to action, which evidences the intention to sell, achieves a 152% conversion rate.
  3. Dynamic montages, with changing shots and scenarios, convert 38% more than static ones.
May 26, 2022

What is the most popular TikTok campaign? ›

Best TikTok ad campaign examples
  • Crocs – #CrocTok ads. ...
  • Vessi – Stop Crying and Put Some Vessi On. ...
  • GymShark – Change Your Life. ...
  • In-feed ads. ...
  • Brand takeover ads. ...
  • Top view ads. ...
  • Branded Hashtag ads. ...
  • Branded effect ads. Branded effects ads allow brands to create and add custom filters to the app.
Feb 5, 2024

What is the most important thing with TikTok ads? ›

Hashtags are the most important thing on TikTok, they assist in content discovery and categorization. Including relevant hashtags in your ad campaigns enhances your content's discoverability and effectively targets specific audiences.

What are the two key factors in fueling your TikTok campaigns? ›

For TikTok Ads Manager, data connections and creative variety are the fuel mixture that allows our platform to perform at its peak.

Are TikTok campaigns 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 much does TikTok pay per 1,000 views? ›

According to reports from top influencers, TikTok pays around $0.02 and $0.04 for every 1,000 views. These are reports based on payments received through the TikTok Creator Fund. This is a program that TikTok introduced in 2021 in a bid to compensate content creators for creating content on the platform.

How much does 1 ad cost on TikTok? ›

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.

What is the success rate of TikTok ads? ›

TikTok's advertising strategy is effective, with 83% of users finding the app's advertisem*nts entertaining, emphasizing the platform's success in creating engaging and enjoyable ad content.

What is a TikTok campaign? ›

TikTok LIVE Campaigns are promotional programs for LIVE functions run by TikTok. Both hosts and viewers are encouraged to participate in these campaigns to enjoy LIVE functions. Winners in LIVE campaigns may receive special rewards!

Who is #1 on TikTok? ›


What is a TikTok influencer campaign? ›

TikTok influencer marketing is the act of working with influencers to promote your products and/or services on TikTok. Working with TikTok influencers can help you build your brand and reach an even wider audience. With TikTok influencer marketing, your influencer partners are the ones creating and sharing the content.

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.

What are the TikTok ads trend for 2024? ›

One of the latest TikTok trends predicted for 2024 is loose-canon, unpredictable storytelling methods. If you're producing TikTok ads, an intriguing narrative structure will keep people hooked for 1.4 times longer than a traditional ad.

How long should a TikTok ad be? ›

TikTok recommends 9 to 15-second videos for optimal performance. TikTok ads should be supported with sound and/or music as the app defaults to a sound-on experience.

How do you make a TikTok campaign viral? ›

These TikTok marketing tips and best practices are important to remember when you create and post content.
  1. Be authentic. ...
  2. Make sure you have the right gear. ...
  3. Go live. ...
  4. Keep it simple. ...
  5. Use the comments to connect. ...
  6. Learn the latest trends. ...
  7. Accessibility and legibility. ...
  8. Features, features, and features.

What are campaign objectives on TikTok? ›

Your advertising objectives are goals that you want to set and meet so you can help grow your business and engage your audience. In your TikTok Ads Manager account you can select from these three categories of objectives: Awareness, Consideration, and Conversion.

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