To help you master the art of TikTok marketing, we’ve gathered ten effective strategies from professionals like Marketing Strategists and CFOs. From embracing consistency in content creation to catering to TikTok’s preference for excitement, discover the top tips these experts have used to successfully market through the entire funnel on TikTok.
- Embrace Consistency in Content Creation
- Launch a Creative Challenge Campaign
- Leverage TikTok’s Lookalike Audiences
- Experiment with Bite-Sized Educational Videos
- Employ Customer Journey Storytelling
- Create a Series of Interconnected Videos
- Utilize AI-Powered Sentiment Analysis Tools
- Guide Viewers Through a Video Journey
- Engage Viewers with Reverse Tutorials
- Cater to TikTok’s Preference for Excitement
Embrace Consistency in Content Creation
Consistency in content is essential across all stages of the TikTok marketing funnel. Take, for example, notable creators such as Terri Joe and established brands like Duolingo, who share a common strategy: they’ve identified their niche and stuck with it.
This steadfast approach has allowed them to cultivate an audience that knows what to anticipate and consistently returns for their signature content. In today’s over-saturated social media landscape, where the challenge of capturing and maintaining user engagement looms large, such consistency is not just important—it’s the secret to building top-of-mind awareness and targeting every stage of the marketing journey.
Irem Senel, Marketing Strategist
Launch a Creative Challenge Campaign
One effective strategy I have used to market through the entire funnel on TikTok is developing a creative challenge campaign. You can create this challenge by giving instructions for users to follow, such as making a dance video set to one of your songs, or shooting a video while wearing your clothing line.
When the users post their videos using an approved hashtag or other identifier that you have chosen, such as #BrandChallenge, they become both ambassadors for your brand and participants in viral-marketing campaigns. This strategy allows potential customers who view these videos to search for more information about the service being promoted and move further along the funnel toward conversion.
Rehana Aslam, Marketing Assistant, Instantly API
Leverage TikTok’s Lookalike Audiences
One standout feature TikTok boasts for advertisers aiming to connect with potential customers across the marketing funnel is Lookalike Audiences.
By leveraging the behaviors, characteristics, and preferences of a brand’s existing audience, TikTok’s algorithms pinpoint new users with similar attributes. This not only ensures brands tap into users more likely to engage with their content but also maximizes advertising efficiency and ROI.
So, if you’re keen on expanding your brand’s reach by targeting users who resemble your current audience, TikTok’s Lookalike Audiences are a game-changer.
Dan Taylor, Partner, SALT.agency
Experiment with Bite-Sized Educational Videos
I recall an instance where we experimented with bite-sized, educational videos. Instead of flashy ads, we showcased quick tutorials or tips relevant to our courses.
One clip, demonstrating a popular graphic design trick, went viral. It started with viewers being intrigued at the top of the funnel. They engaged, shared, and eventually, many clicked through to our main site. This organic, value-driven approach not only increased our visibility but also positioned us as experts in our field.
Derek Bruce, First Aid Training Director, Skills Training Group
Employ Customer Journey Storytelling
One standout strategy we employed for TikTok was the “Customer Journey Storytelling” approach. Instead of singular, isolated product promotions, we crafted a series of interconnected TikToks, each addressing a specific stage in the customer journey.
It began with a video illustrating a common skin issue (awareness), followed by introducing Evenskyn’s solution (consideration), then showcasing real user testimonials (decision), and ending with after-care tips (retention). By collaborating with a popular TikToker, we released these sequentially, creating a mini-series. This provided viewers a holistic understanding of the product’s value proposition.
The outcome? Engaged viewers who followed the entire story, leading to higher conversion rates. For brands, TikTok’s sequential content can guide users through the funnel, using compelling storytelling to enhance engagement and conversion.
Create a Series of Interconnected Videos
One effective strategy for marketing through the entire funnel on TikTok is to create a series of interconnected videos that guide viewers from awareness to conversion. Start with attention-grabbing, entertaining content to capture the audience’s interest. Then, progressively provide more information about your product or service in subsequent videos.
Use calls-to-action (CTAs) strategically. Encourage viewers to follow your account, visit your website, or engage with your content. Leverage TikTok’s interactive features like polls, challenges, or duets to boost engagement.
Additionally, re-target users who have engaged with your initial videos with more tailored content to nurture them toward conversion. This holistic approach ensures you reach users at every stage of the funnel and maximizes your TikTok marketing effectiveness.
Samuel Fletcher, Co-Founder, SupplyGem
Utilize AI-Powered Sentiment Analysis Tools
Tools that measure how people feel about our material, powered by AI, are used. By looking at comments, reviews, and social-media chatter, it’s possible to quickly figure out how people feel about our material. This helps improve our content-marketing strategy by ensuring that future content matches the tone that people respond to the most.
It leads to more engagement and sales because the content is being tailored to what our audience wants. This makes them feel more connected to our brand and makes them more likely to take action.
Jay Toy, General Manager, 88stacks
Guide Viewers Through a Video Journey
Creating a succession of interconnected short videos is an effective strategy for marketing on TikTok throughout the entire sales funnel. Start with engaging, entertaining content that piques the interest of viewers (head of the funnel). This may be a teaser or a brief introduction to a longer narrative.
Then, guide viewers through the conduit step-by-step with subsequent videos. Middle-funnel content should delve deeper into the benefits of your product or service, feature customer testimonials, and provide behind-the-scenes glimpses. Utilize engaging narratorial techniques to sustain interest.
In the final video, encourage viewers to visit your website, sign up, or buy (bottom-of-funnel). Use TikTok’s clickable links to encourage brand searches.
Structure your TikTok content as a journey to move viewers from awareness to conversion, using the platform’s engaging and viral nature to generate outcomes across the marketing funnel.
Jessica Shee, Senior Tech Editor and Marketing Content Manager, iBoysoft
Engage Viewers with Reverse Tutorials
For effective strategies for marketing through the entire funnel on TikTok, one creative option is to employ reverse tutorials.
Reverse tutorials are a great way to keep viewers engaged and invested in the content you’re putting out there. Rather than traditional how-to videos that start at step one and proceed sequentially, with reverse tutorials, you start with an impressive final result and then gradually reveal each of the steps leading up to the outcome backward.
This format encourages people who may be scrolling through their “For You” page to watch more of your video as they become increasingly curious about what might have gone into producing such an interesting end result.
James McNally, Managing Director, SDVH [Self Drive Vehicle Hire]
Cater to TikTok’s Preference for Excitement
The audience on TikTok seems to be a bit more… savage than those on other social media platforms.
They don’t want fun, cute, or interesting content: TikTok users want harsh, excited, trash-talking sort of content. They’d rather see the “epic fail” than the heroic success. As much as possible, or rather as much as my ethics and professionalism allow, I keep my content focused this way. It’s been highly effective.
