February 2024

TikTok for business: the ultimate guide for 2024

7 minutes

If you're reading this, you're likely eager to master TikTok for your brand. In this guide, we're going to explore all the strategies and insider tips you need to change your TikTok presence from just another account to a hub of engagement.

We know that TikTok has evolved well beyond dance challenges and viral memes; it's now a goldmine for brands aiming to connect with an engaged audience. But how do you make your mark in this sea of content? How do you grab the attention of users who are used to quickly swiping past content? Stay tuned because by the end of this article, you’re going to know and understand how to make Tik Tok work for you in 2024:

The big stats!

TikTok's vast and diverse audience means a wide reach for businesses like you. This demographic variety means you can target a broad spectrum of consumers, from local niches to global markets. So, by tailoring your content to appeal to these varied groups, you can significantly boost your brand visibility and engagement.

  • Average daily usage: Brits are spending an average of 66 minutes per day on TikTok. And it’s even higher globally. Source: Business of Apps

This tells us that there is a deeply engaged audience out there. You can capitalise on this by creating more immersive and longer content that keeps your viewers hooked. Increasing the likelihood of brand recall and loyalty.

  • Global user demographics: TikTok's global ad audience includes 369.5 million users aged 18 to 24, and 266.1 million users aged 25 to 34. Source: Business of Apps

  • Gender distribution: Around 53.4% of TikTok users are female, while 46.6% are male. Source: Viralyft

  • Popular age group: The age group with the highest number of TikTok users ranges between 18 to 34 years. Source: Whatsthebigdata

  • Engagement rate: TikTok has an engagement rate of 17.96% for micro-influencers, which is much higher compared to other platforms like Instagram and YouTube. Source: Upfluence


The balance in gender distribution and the strong presence of younger age groups suggest that you should create messages that resonate across genders. And start to focus on youthful, dynamic content. Plus, the high engagement rate for micro-influencers points to the effectiveness of partnering with these influencers to reach niche audiences authentically.

  • Revenue: TikTok’s ad revenue is expected to reach $21.1 billion in 2024. Source: Viralyft

You should also consider allocating a part of your digital marketing budget to TikTok ads, and experimenting with different ad formats to see what resonates best with your target audience.

2024: A massive shift in the Tik Tok algorithm

The 2024 update to TikTok's algorithm now has a bigger focus on longer-form content. And with that presents new opportunities and challenges to engage with your audience.

  • Enhanced engagement opportunities: The algorithm's preference for longer content means you can create more detailed and in-depth videos. This change allows for much greater storytelling, product demonstrations and comprehensive explanations.

  • Quality over quantity: Focus on creating engaging content to promote interaction, rather than simply aiming for a large number of followers. This will help build a dedicated and active audience.

  • Competing with established platforms: Consider TikTok for content traditionally reserved for YouTube, such as comprehensive how-to videos and mini-documentaries.

  • Expanding your content horizons: The potential for up to 30-minute videos opens new avenues to explore content that was previously not viable on TikTok.

This update to TikTok's algorithm means you should update your strategies to use the platform's new features effectively and connect with your audience, making your content stand out.

Mastering TikTok content for viewer engagement

TikTok is a world of its own, a place where a 15-second clip can make a lasting impression. But what makes content great on TikTok? It's all about understanding the core of this platform… its audience.

Understanding TikTok's unique audience

The TikTok's audience constantly craves fresh and authentic content.

To catch their attention you've got to speak their language. This means staying up-to-date with trends, understanding the humour and recognising the nuances that make TikTok's community tick. Remember, it's not just about selling a product or service; it's about connecting with a community that values creativity and authenticity.

Strategies for creating engaging and relevant content

Creating content that resonates with your audience is key. But how do you do that?
First, know your niche and the interests of your audience.
Are they into quirky humour, inspiring stories, or educational content?
Once you've nailed this down, you need to work out what your message is going to be. Think outside the box – use catchy music, creative visuals, and relatable narratives. Remember, the goal is to engage, not just to advertise.

Authenticity and creativity is key

TikTok users can spot inauthenticity a mile away. Be real, be you, and let your brand's personality shine. But don't stop there. Get creative and experiment. TikTok loves firsts – the first to try a new trend, the first to crack a joke about a current event, or the first to showcase a product in a unique way.

Dare to be different, and your content will resonate more deeply with viewers.

Be consistent

Consistency is king on TikTok. Regular posting keeps your brand top of mind and helps you to build a loyal following. But it’s not just about quantity; it’s about quality. This combination of consistency and authenticity is a powerful catalyst for growth.

TikTok marketing strategies for brand enhancement

Once you've got a handle on creating engaging content, the next step is to turn these creations into a marketing strategy.

TikTok's unique features

TikTok has plenty of features to boost your content. From Duets to Stitch, these tools are great for creative collaborations and interactions with your audience. Of course, you can utilise them to showcase your products and services but also to build a community around your brand.
Remember, engagement on TikTok is a two-way street.

Participating in TikTok trends and challenges

One of TikTok's biggest draws is its ever-changing influx of trends and challenges. Jumping on these trends can significantly boost your brand's visibility. The key is to adapt these trends to fit your brand's identity. This approach keeps your content fresh and relevant, and shows your audience that you're in tune with the TikTok world.

Measuring and optimising TikTok performance

Use TikTok's in-built analytics to track which types of content are performing best in terms of views, engagement and audience growth. This data will guide you in refining your content strategy to better align with your audience's preferences.

Effective use of TikTok's paid advertising

We know, trying to convince finance to sign off some ad spend budget can be a pain. But TikTok has so many options! Such as In-Feed Ads, Branded Hashtag Challenges and TopView Ads. What we should suggest is to start with a small budget to test different ad formats and targeting options. Then analyse the performance metrics to understand which ads drive the most engagement and conversions. Then you can optimise your campaigns by focusing on the ad formats and messages that resonate most with your target audience. Sounds simple right?

Summarising key takeaways

TikTok is a unique and powerful tool for any business looking to engage with a vast and active audience. We've learned the importance of mastering content creation, employing effective marketing strategies, understanding the nuances of the TikTok algorithm and adapting our approach for maximum visibility and growth.

But really, the key lies in being authentic, creative and consistently engaging with the TikTok community.

Be ready to adapt and evolve

The digital sphere is always changing, and TikTok is no exception. So for your business, this means a continuous process of learning, adapting and evolving.
Stay curious, stay flexible, and don't be afraid to try new things.
Your willingness to embrace change and experiment with new strategies will be crucial in staying relevant and successful on TikTok.

Looking to the future

TikTok's future beyond 2024 holds exciting possibilities. Expect more AR integration, enhanced e-commerce features, longer videos, global expansion, stricter privacy measures, a focus on sustainability, and ongoing algorithm refinements. By staying agile and embracing these trends, you can enjoy TikTok's boundless potential for marketing success.

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