Capitalizing TikTok for Marketing

TikTok is no longer just about short-form videos and dance routines. It is a popular web domain now, second only to Google.

These days, people log into TikTok to get career advice from professionals. In 2021, TikTok’s user base exceeded 1 billion.

The same year, it became the highest grossing app.

The app has shown great potential to help businesses as it has tools that can help businesses improve their short-form video marketing strategy.

There are business owners who want to popularize themselves in a generation which spends most of its time online.

Using TikTok would be an effective way to evaluate whether that generation is aware about a business.

An Effective Platform

Businesses are no longer dismissive of sites such as TikTok as it has a lot of brand opportunities.

This app has created waves in the marketing world with its videos and their filters, effects, and music. The content seems ordinary but is engaging at the same time.

A business can use the app to show its entertaining side.

The content is also relatable and easy-to-digest and that makes a brand more relatable and ‘follow- worthy’.

Given below are opportunities provided by TikTok that businesses can capitalize on.

Creates an Emotional Connection

TikTok manages to create an emotional bond between a brand and its audience.

Social media is mainly about connection. Businesses are no longer strictly about business.

When users watch authentic content on TikTok they are affected emotionally. This leaves them feeling emotionally uplifted and positive.

When consumers choose a brand, they are concerned about how authentic it is. TikTok provides brands with an opportunity to display their authentic side.

For instance, a brand can share a video of how a product is made and share a glimpse of its CEO.

When a brand shows the faces behind it, it is humanized and this leads to a meaningful connection with the audience.


Most companies keep track of content that their audience likes or searches for.

This helps them to build customer personas for whom they create personalized content.

This personalized content can be used on TikTok to help a brand get exposure.

Irrespective of the marketing strategy that a brand may have, TikTok is a great tool that can be used in its marketing mix.

For instance, the NBA gained over 11 million followers when they shared their content on the app.

Trending Hashtags

Hashtags help to categorize content across the platform. In August 2019, Elf Cosmetics launched a campaign on TikTok.

Its videos tagged #elfcosmetics had received a total of 3.5 million views. This was before the brand was active on the app.

The brand used this opportunity to create a song which was of 15 seconds duration and was called, ‘Eyes Lips Face’.

A massive 20,000 videos were created using this song and they ended up with a collective view of 2.3 billion.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States.

With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.




Ronn Torossian is Chairman & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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Ronn Torossian

Ronn Torossian

Ronn Torossian is Chairman & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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