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Strategies to Skyrocket Your Brand’s Popularity on TikTok



Strategies to Skyrocket Your Brand’s Popularity on TikTok

At first glance, TikTok may seem like a platform that’s purely geared for younger people who just want to make the latest and greatest meme. TikTok isn’t only for kids and social media influencers, though: it’s an app with more than 500 million regular visitors whose trends and opportunities can provide brands like yours with greater organic engagement rates.

If you have a brand and have been hard at work expanding its outreach, then you probably know just how effective social media strategies are when it comes to boosting your brand awareness. So before you scoff at TikTok as a platform that’s seemingly only used by an immature audience, learn a little bit about the strategies that you can use to skyrocket your brand’s popularity on TikTok without compromising any of your brand’s integrity.

1. Center your posting intent around brand awareness

Last but not least, it’s important to focus the majority of your posts around the idea of building your brand engagement and awareness. Whenever you post a new piece of content to your TikTok account, the goal in the back of your mind should be to build on your brand awareness: you can look to TikTok’s different trends to get started.

One of the best ways to center your posting intent around building brand awareness is by leveraging your accounts on other social media platforms. It’s a good idea to link whatever you post to TikTok to your brand website and other social accounts.

If you find yourself too busy to juggle these responsibilities with the responsibility of generating content for and managing your TikTok account, consider whether it’s possible to bring on new personnel to help. Ready to bring on new employees to help skyrocket your brand’s popularity on TikTok? You’ll want to invest in an invoice template that comes with crucial features such as automated late payment reminders, sales tracking, and year-end reporting.

2. Purchase a greater number of TikTok ads

There’s no doubt that the content you regularly publish is engaging and of high quality. Generating great content that your existing followers, as well as users who may not yet follow your account, is a must-do if you want to skyrocket your brand’s popularity on TikTok. With that said, you can’t expect to rely on content alone to keep building your brand awareness.

In addition to creating content that’s likely to get featured on TikTok’s “For You” page to grab new followers, it’s highly recommended that you start advertising on TikTok to expand your brand outreach even more. It’s easy to buy TikTok ads, and it’s even easier to rely on them to generate user interest in your brand. This is because, once you purchase a live ad on TikTok, it remains viewable to users for the rest of the day.


Whenever someone opens up their TikTok application on their smartphone or personal computer, they’ll immediately see the ad that you’ve posted. Not only that, users can directly interact with your ad, too, since ads often come with hyperlinks that take users to a new page. As you become more comfortable with posting ads to your TikTok account, you can start to tailor them to the audience that you’re interested in targeting based on their topics of interest as well as their geographical locations and age ranges.

Need some inspiration for topics of interest to center your ads around? Considering that the demographic of TikTok users is composed largely of younger people, cryptocurrency can be a good topic with which to start. Try buying ads that educate your users on how to sell cryptocurrency online and see if you begin to generate an uptick in engagement. If you do, then you have a good foundation on which to base ads you post in the future.

3. Get featured on TikTok’s “for you” page

Before we dive too deep into TikTok’s “For You” page, it’s important to mention how crucial it is that your brand uses TikTok’s Pro version. Why is the Pro version so essential to building your brand awareness on TikTok? It’s simple: TikTok’s Pro version lets you leverage its trends and analytics tools to gain insight into the users interacting, watching, and sharing your content.

Once you know which users are interacting regularly with your content, you can also explore other content they interact with that’s similar to yours. Chances are that some of that related content gets featured on TikTok’s “For You” page — similar to Instagram’s “Discover” page — which is the place your content needs to be if you want to quickly boost your brand awareness. The “For You” page features content that’s similar to the videos other TikTok users (including those who don’t yet follow your TikTok account) already watch, so consider generating more content that has a greater chance of being discovered by the types of users whom you want to target.

Getting featured on TikTok’s “For You” page isn’t just useful because it connects your content with potentially interested users; it’s a handy tool that lets you take advantage of social media users’ eagerness to immediately check new content that’s published on the platforms they use such as TikTok. Nearly one-quarter of people check their phone within a few minutes after hearing a notification alert. So, the more often your content is featured on TikTok’s “For You” page, the more likely it becomes that your featured content connects with new users as well as users who already follow your account.


To create brand awareness as a small business or an individual, it is crucial to explore trends and be at a place before anyone else. It’s an excellent time to experiment and try out different things. You are way ahead of the competition, even if you face a stiff one on other social media platforms.

If you’re ready to expand your brand awareness, you shouldn’t overlook TikTok’s platform and the trends and opportunities it offers. TikTok is a great platform that lets you experiment with different strategies to connect with plenty of interested users. It also gives you a chance to link your other social accounts to your TikTok account to create greater cohesion between the pieces of content you post.

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What Will It Take To Drive Content Marketing Forward?



What Will It Take To Drive Content Marketing Forward?

You’re doing everything in your power to craft amazing content.

You sweat over quality, optimize everything to the last keyword, and feed those greedy channel beasts more and more and more.

But the results you get don’t match the effort you put in. What are you doing wrong?

The game has changed. Simply doing the once-right things – and more of them – won’t guarantee wins.

Doing more of the once-right things no longer guarantees #ContentMarketing wins, says @Robert_Rose via @joderama @CMIContent. #CMWorld Click To Tweet

Playing to win now means doubling down on strategy

“The content you create provides no sustainable competitive advantage for your business.”

Robert Rose kicked off Content Marketing World 2022 with that bold statement. Even the most exceptional work will be copied, remixed, reimagined, and reissued by other brands and consumers.


But don’t take that statement as a eulogy for our beloved practice. Instead, celebrate new and different ways of looking at your work, Robert said, starting with your strategy and structure.

Having the right resources (including the strategic roles, teams, and repeatable procedures) lets you fluidly change and evolve all the time.

And that’s where you’ll find your new competitive advantage.

Invest in a remarkable (and human) voice

Take Netflix, for example. The streaming giant made the strategic choice to invest in real, live humans to write the closed caption subtitles for its smash-hit Stranger Things. That choice paid off with the kind of online buzz no brand can buy.

Woman with brown hair and glasses in a floral suit on stage.Marketing Profs Ann Handley brought the backstory to the keynote stage:

Most streamers use automated transcriptions to help people with hearing difficulties follow what’s happening on screen. But Netflix assigned marketing writers to craft vivid descriptions of the sounds accompanying the Stranger Things action.

The evocative and unsettling words they used (wetly squelching, tentacles roiling) caught the attention of younger viewers – a segment that watches shows with captions on regardless of their hearing ability. Earned media mentions skittered across the web, entangling viewers in a whole new viewing (and reading) experience.

The lesson, Ann said, is that voice can carry your brand’s unique personality, even when your brand isn’t mentioned. Investing in it is a strategic choice that sets your brand apart.

“A warm, relatable brand voice is increasingly crucial. It’s how we need to start developing relationships with our audiences, especially in this world of content abundance,” Ann said.


A warm, relatable brand voice helps develop relationships with your audiences in a world of #content abundance, says @annhandley via @CMIContent. #CMWorld Click To Tweet


Do what others don’t dare

Black man with a mustache and beard wearing a black shirt, sport coat, and black pants on stage.Before Netflix broke the closed-caption mold, marketing visionary Bonin Bough broke publishing conventions.

While writing a book about how mobile phones transformed communication, he hit on a unique idea. Why not put his phone number on the cover, so readers could reach out and continue the dialog?

His publishers balked. So, Bonin purchased the rights from them and published the book his way. Since 2016, more than 50,000 readers of Txt Me: Your Phone Has Changed Your Life. Let’s Talk About It have called to create a personal connection with him.

A co-founder of Group Black – a media collective and accelerator focused on advancing Black-owned media properties ­– Bonin built his groundbreaking marketing career by thinking differently about what others consider impossible.

Bonin offers advice on how to challenge convention into meaningful marketing actions:

  • Aspire, but have a plan to see ideas through: While aspiration is a significant first step, you must develop the muscle memory to see your ideas to completion. Allocate the time, resources, and effort to execute the ideas.
  • Operate in real-time: The set-it-and-forget-it mentality doesn’t work anymore. Think about how you can change your business to deliver products in real time.
  • Be resourceful: Experimenting with content is not about how much money is available. It’s about how well you use the assets, talent, and resources you have.
  • Operationalize innovation: Look for models you can reverse-engineer to guide the development of your ideas and create guardrails and structures that make innovation more manageable.
  • Be curious: If you build the skill of curiosity, you can foster environments that create change.
  • Don’t give up: A no from stakeholders doesn’t mean your idea is bad. It just means it’s not the right fit under the current situation. Keep workshopping it. If all else fails, consider developing it elsewhere or on your own.

How you use the assets, talent, and resources you have matters more than the size of your budget, says @boughb via @joderama @CMIContent. Click To Tweet

Advocate for a clear content career path

People remain the most valuable (and expensive) content marketing assets. So cultivating content marketing careers is one of the most strategic choices an organization can make.

Upcoming CMI research shared at the conference shows most content marketers are at least somewhat satisfied with their current roles. Yet few feel sure about how they’ll grow in those roles. And of those who do have a clear career path, 20% say they’ll have to leave their employer to get there.


“We have to build a career path into what it is we do. There’s no way content becomes a strategic function in the business if we don’t look at this. It will always be just a content factory,” Robert said.

White woman with blonde hair wearing a navy blue shirt and green and navy pleated skirt on stage.Jessica Bergmann shared how Salesforce did this. Working with the employee success team, Jessica and colleagues documented a career path for content team members to follow to progress from individual contributors to executive management.

Each company should build a path that suits its structure and culture. But Jessica shared some ideas any brand can use to start seeding opportunities and laying a professional path for content team members:

  • Advocate for integrated content teams: “It’s important that you show up as one company with one voice. We can’t have all different teams creating content everywhere and showing up with different voices and perspectives,” she said.
  • Define content roles and responsibilities clearly: Understand how content-centric teams across the organization collaborate and align their efforts to help content strategy get a seat at the decision-makers’ table.
  • Create democratized performance dashboards: Empower company leadership to see each content asset’s performance without asking for it.
  • Automate the ordinary: Using your automation tools to reduce time spent performing mundane tasks will allow content teams to focus on creating extraordinary and impactful content experiences.


Set your vision on meaningful change

Perhaps the most urgent strategic question today is this: How will you create content that leads to a meaningful change in the world?

With trust declining in government and other institutions, audiences now expect brands to work toward something beyond their balance sheet. Robert Rose pointed out in his talk that the subhead for Edelman’s 2022 Trust Barometer is this: “Societal leadership is now a core function of business.”

Light skinned black man wearing a black shirt and black pants on stage. Content Marketing World 2022 on screen in the background.

Mark Harrison brought home the role of content (and individual content practitioners) in this function. A volunteer and entrepreneur who founded sponsorship agency T1 to work exclusively with impactful brands, Mark is committed to making a difference.

“I have a simple personal vision, and that is to create a world of belonging,” he said. “No matter what you look like, what you sound like, or where you come from, you will feel that you belong.”

Mark executes his mission by building what he calls the above-ground railroad, giving the nod to the underground railroad that helped thousands of enslaved people escape to freedom in the United States. The above-ground railroad activates networks of people to bring greater equity and opportunity to those who have been marginalized by society.

Part of that work involves amplifying their struggles and their strengths to those who have the power to increase inclusivity.


“Amplifying voices is not giving your social pages over to somebody that doesn’t look like you. It’s about showing real courage,” Mark said.

Amplifying voices is about showing real courage, says @MarkHarrison3 via @joderama @CMIContent #CMWorld Click To Tweet

Mark shared a brand example that shows how powerful courageous content can be. When Harry Met Santa, a video from Posten Norge, tells the story of a developing relationship between a man (Harry) and Santa Claus. The video ends with a romantic kiss between the two, followed by this closing line: “In 2022, Norway marks 50 years of being able to love whoever we want.”


How will you make content better for everyone?

These and other Content Marketing World conversations make one thing clear: You have your work cut out for you.

But you also have an opportunity to rethink your content strategy to create something remarkable. That strategy might include investments in:

  • Talented creators who help develop your brand’s distinctive voice
  • A clear career path that helps you keep your talent
  • New and different approaches to content possibilities
  • Making a societal impact

What takeaways resonate with you? Where do you plan to focus your strategy for the rest of the year and into 2023? Let us know in the comments.

Want more insight from these and other Content Marketing World speakers? Register for an on-demand pass to get access to session recordings through Dec. 31, 2022. Use code BLOG100 to save $100.

 Cover image by Joseph Kalinowski/Content Marketing Institute


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