How to Leverage TikTok for Brand Growth: Expert Tips

Think TikTok is just for dance challenges and Gen Z trends? Well, not anymore. This social media powerhouse has become the ultimate game-changer for brands willing to dive in and do it right.

In an episode of Revenue Boost: A Marketing Podcast, Gabrielle Richards, Brand Director at Trafilea, an E-commerce Tech Group, how her brand leveraged TikTok to exceed 10 million customers and drive sales beyond $200 million. From mastering organic content to seamlessly integrating TikTok Shop, Richards provides valuable insights on turning TikTok into a brand’s most powerful growth engine.

In this article, we’ll break down the best practices Richards used to transform Shapermint’s TikTok strategy. These expert tips will help you cut through the noise and build a loyal, engaged customer base.

TikTok’s Expanding Audience

The days when TikTok was perceived as a platform exclusively for Gen Z are over. During the Revenue Boost podcast, Gabrielle Richards explained how TikTok's user base has expanded, especially during the pandemic, to encompass a wider demographic. This shift presents a significant opportunity for brands. "We’ve seen a lot of excitement on TikTok," she remarked, emphasizing the need to engage with various age groups and interests.

Brands must move beyond stereotypes and realize that TikTok’s users are multifaceted. Craft content that resonates with different segments, considering diverse age groups and interests. Experimenting with varied content formats that speak to a broad audience is crucial in maximizing reach and engagement.

Balance Organic and Paid TikTok Strategies

TikTok success lies in finding the right balance between organic content creation and paid advertising. Gabrielle Richards shared that Shapermint’s approach involved building a strong community through organic content while leveraging TikTok’s advertising tools to reach a wider audience.

Organic Content Builds Authenticity: Authenticity is key on TikTok. Richards underscored the importance of showcasing real women in Shapermint’s campaigns through user-generated content (UGC). By promoting body positivity and featuring diverse body types, Shapermint positioned itself as a relatable, inclusive brand.

Leverage TikTok Shop for Seamless Shopping: Richards highlighted TikTok Shop as a game-changer for direct sales. "You don't need to leave the platform to purchase," she noted, underscoring TikTok’s ability to streamline the customer journey and boost conversions.

Double Down on Viral Moments: Gabrielle stressed the importance of reinforcing viral organic posts with targeted TikTok ads. This strategic move ensures that the brand not only captures initial interest but also converts it into measurable outcomes.

Create a holistic TikTok strategy that combines authentic organic content with the power of paid advertising. Incorporating TikTok Shop can further simplify the purchasing process, turning engagement into sales.

Build a Community Through UGC and Influencer Partnerships

Building a loyal community is at the core of Shapermint's TikTok success. Gabrielle Richards emphasized the use of UGC to showcase real customer experiences and empower women of all shapes and sizes. "It's important for our customers to see real women," she stated, highlighting that authenticity fosters trust.

Encourage User-Generated Content (UGC): Shapermint taps into its community by creating campaigns that encourage customers to share their experiences. Using branded hashtags and reposting customer content allows the brand to foster a sense of belonging and showcase the product's authenticity.

Partner with Creators at Different Levels: Shapermint’s multi-tiered influencer strategy includes brand ambassadors, micro-influencers, and high-profile creators. This diversified approach maximizes the brand’s visibility and caters to different audience segments. Gabrielle explained, "We have content creators who don’t necessarily need a large following; they give us content to use in our ads."

Use Paid Amplification: Richards highlighted the importance of using paid amplification to broaden the reach of influencer content. By leveraging affiliate links and promo codes, Shapermint extends its campaign's impact and drives more conversions.

Building a community through UGC and strategic influencer partnerships enhances authenticity and customer engagement. Diversify your influencer relationships to reach a wider audience and utilize paid amplification to expand your content's reach.

Optimize for TikTok Trends and Algorithms

TikTok's ever-evolving trends and algorithms make it vital for brands to stay agile. Gabrielle Richards pointed out how trends now break on TikTok before they appear on other platforms, emphasizing the need to adapt quickly.

Stay on Top of Trending Topics: Gabrielle advises brands to monitor trending hashtags, news, and challenges to stay relevant. By participating in conversations already happening on TikTok, brands can organically enhance their visibility and resonance with their target audience.

Utilize Trending Sounds and Hashtags: Leveraging trending sounds and hashtags is a simple yet effective way to improve the reach of your organic content. Shapermint’s content strategy includes experimenting with various formats, from product showcases to influencer collaborations, to align with the trending landscape.

Optimization on TikTok is all about flexibility and trend awareness. By tapping into current conversations and utilizing trending elements, brands can significantly boost their organic reach and engagement.

Utilizing Tik Tok for Brand Growth

TikTok presents a massive opportunity for brands, but success requires a strategic and adaptable approach. From understanding its evolving audience to building a community through UGC and influencer partnerships, brands must balance organic and paid strategies to maximize their impact. As Gabrielle Richards demonstrated with Shapermint, the key is to experiment, adapt, and always prioritize authenticity.

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Connect with Gabrielle on LinkedIn to stay updated and engage with her expert insights!

Tune into the Revenue Boost Podcast to explore strategies that can drive your business growth. 

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