Over the last few years, TikTok has become the heart and soul of marketing. In today’s digital landscape, it has reshaped how we pay attention and interact with ads. With more than a billion monthly active users, TikTok is no longer a “nice to have” — it’s a must for marketers hoping to stay relevant and capture the attention of younger, hyper-engaged audiences. Here is a breakdown of how to get started — and how to win.
How to Create Content That Adds Value
A common critique of TikTok is that it has turned our attention spans to mere seconds, but marketers can use that to their advantage. It’s crucial to hook viewers in the first 2 seconds. With attention spans so short, your opening line or visual is everything.
Audiences also crave authenticity: behind-the-scenes footage, bloopers and imperfect takes. This kind of content builds trust and relatability, helping consumers see themselves in your brand.
In short, TikTok rewards content that is quick, raw and real — especially when it delivers emotion or utility. If your content can do all three — grab attention, resonate emotionally and offer value —, you’ll capture interest in no time.
How to Market Like a TikToker
To stay relevant in a TikTok-first culture, marketers need to act more like content creators and community builders. Here’s how:
- Partner with Creators: Work with people your audience already trusts — those who have strong platforms and create content that aligns with your brand values.
- Make It Feel Personal: Drop the corporate lingo. Today’s marketing should sound relaxed, funny and human.
- Tell Short-Form Stories: “Day in the life” TikToks, behind-the-scenes Reels and relatable POVs drive engagement because they feel honest and approachable.
- Open the Door to Co-Creation: Invite your audience to engage with your brand through trends or challenges.
- Utilize TikTok ADs: If you’re ready to invest, take advantage of TikTok’s robust ad tools to boost organic content and reach a wider audience.
- Always Use a Hashtag: Hashtags drive views and engagement. Using trending ones helps your content tap into larger conversations and gives it a better shot at going viral.
Final Thoughts
Whether we like it or not, TikTok is more than just an app — it’s a culture. Brands that embrace its social, fast-moving nature can build deeper connections with their audiences. By leaning into short-form content, collaborating with creators and embracing the unpolished and personal, marketers can thrive in the TikTok era. The rules of marketing are changing — and TikTok is writing the new playbook.
