Winning on TikTok: your complete guide to TikTok marketing in 2025

Over the past few years TikTok has grown from a niche app into a worldwide phenomenon. Written off by many as a platform for children and teenagers, the short video app is now a fixture of the social media landscape. 20.9 million people in Germany and 2.1 million in Austria use the fastest growing social platform in the world every month. That is almost one person in four in both countries. And TikTok keeps getting older. In the US, 40% of TikTok users are already between 30 and 40 years old. Sooner or later the German speaking region will follow the same path.

Why we at Einfachmarketing are the experts here: with our monthly cancellable marketing subscription we have been supporting SMEs and startups across the German speaking region for more than three years. Our best TikTok lessons are gathered in this article.

The fact that TikTok still flies under the radar for many companies is one of the app's great advantages and the strongest argument for TikTok marketing: little competition and plenty of organic reach. Users spend an average of 52 minutes a day on the platform. This article is your complete guide to TikTok marketing done well. We show you how to find your audience, win them over with creative content and make your brand visible with TikTok ads. Whether you are new to TikTok or already an experienced content creator, you will find tips and strategies here that move you and your brand forward.

Contents

1. What makes TikTok so distinctive for marketing? Nine good reasons for companies to use it
2. How do you define your audience on TikTok?
3. How to create content people watch: 8 tips for companies on TikTok
4. Why does the TikTok algorithm matter so much for your marketing?
5. What role do hashtags and challenges play in your marketing?
6. Influencer marketing on TikTok: the simple, effective route to authentic content
7. The Einfachmarketing guide to advertising on TikTok
8. 5 content tips for TikTok ads that work
9. How do you use sound to go viral on TikTok?
10. What do you need to keep in mind when creating user generated content?
11. How do you measure the success of your TikTok marketing strategy?

What makes TikTok so distinctive for marketing? Nine good reasons for companies to use it

TikTok is not simply another social media platform; it is a phenomenon. With more than a billion active users worldwide, TikTok has changed the digital marketing landscape at remarkable speed. So where does the appeal lie? The short, creative videos, the young audience and the unusual algorithm create a dynamic environment in which content can go viral in a matter of hours. Companies that understand how to turn the TikTok algorithm to their advantage and interact authentically with users can generate striking visibility and strong traffic for their brand.

We have collected nine good arguments for TikTok in marketing:

1. Enormous reach: TikTok has built a huge user base in a short space of time. That means companies can potentially reach millions of people.
2. High engagement rates: interaction on TikTok is often higher than on other platforms. Videos can go viral very quickly, which can build a strong bond with your brand.
3. Creative freedom: TikTok encourages creativity. Companies can break out of the frame of traditional advertising and create original content that resonates and gets shared.
4. Little competition: unlike platforms such as Facebook or Instagram, competition on TikTok is not yet fierce. Companies have the chance to build a presence and establish themselves before the market saturates.
5. Organic visibility: TikTok's algorithm favours organic content, which means companies can achieve considerable visibility without a large advertising budget.
6. Hashtag challenges: companies can launch hashtag challenges that spark viral campaigns and motivate users to create and share content of their own.
7. Influencer partnerships: working with influencers on TikTok can help you build credibility and carry your message through voices people already trust.
8. TikTok ads: for companies that want to invest in advertising, TikTok offers several ad formats designed to speak to users directly and produce measurable results.
9. User generated content: the platform is ideal for campaigns built on user generated content, encouraging customers to share their own experiences with brands.

Want to get going with TikTok marketing? Then we would point you towards our Marketing as a Service: with a personal marketing manager and a team of specialists, the monthly cancellable subscription gives you everything you need to succeed on TikTok and on other platforms. One decision buys you a great deal of creativity and talent, from strategy through production to analysis.

How do you define your audience on TikTok?

Before you throw yourself into TikTok marketing, you need to know and understand your audience. TikTok is used mainly by Generation Z, meaning people between 13 and 24. The mix of users keeps broadening, though. What matters is that you work out which content your specific audience actually responds to on TikTok. TikTok offers a wealth of insights and analytics to help you find out, but you then need to tune your content to the interests and behaviour of that audience.

We often hear from clients that they do not see advertising on TikTok as sensible for their brand. The audience is too young, they say, and the format does not fit. The numbers tell a different story. For audience research, the TikTok Ads Manager is the place to start. There you can look at user figures in detail and select segmentation variables. Want to learn more about audience analysis? You will find an article on it here.

How to create content people watch: 8 tips for companies on TikTok

Tip 1: follow the trends

Originality matters far less than you might think. Better well borrowed than badly invented. That said, users love it when the interpretation is genuinely creative.

Lip syncs are particularly popular (Bella Poarch entertains more than 61 million followers and has already collected over 1.3 billion likes with her expressive faces), along with duets and dances. Actors, musicians, artists and athletes are pouring onto the platform and publishing distinctive content that the community then happily reuses.

Tip 2: get to know the platform and watch some videos

This step is easy and genuinely good fun. Unlike other platforms such as YouTube or Instagram, TikTok videos follow their own laws. Reusing sounds produces video memes at speed, and those memes delight millions of users. Take your time and let yourself into the subculture of the platform. You can only follow trends once you actually know them.

You will notice you keep hearing the same songs and sounds, and you will start to recognise patterns. Every video shows the original audio track at the bottom left of the screen. One click shows you every video made with it.

Tip 3: partner with creators

TikTok is full of talented and genuinely inventive people, known as creators. Make TikTok marketing easy on yourself and outsource both the production and the placement of your video.

It pays to use the creativity of TikTokers and not to hem them in too much while they work. Influencers create videos several times a day that delight thousands of people. The community spots creative interference immediately.

Tip 4: dare to keep it simple

It is usually obvious when a company is taking its first steps on TikTok, because the old marketing reflex of cross posting kicks in. The eager social media manager posts videos produced for other channels, in landscape format and with a glossy finish. A mistake.

Always shoot video on a phone and in portrait format. Dare to keep it simple: TikTok is the one platform where perfection is not what counts. Creators run on creativity, lightness and a strong sense of community.

The only piece of kit you really need, and the one plenty of TikTokers use: a selfie ring light that puts a proper sparkle in your eyes.

Tip 5: the first seconds decide

TikTok users decide within three seconds whether they want to watch a suggested video or keep swiping. There is no room for long intros, introductions or small talk. Get to the point or you get no chance at all.

Tip 6: headline and subtitles

Although TikTok videos are never watched on mute, text still matters. Most TikTokers work with headlines and subtitles inside the video.

The thinking is simple. A short headline tells the viewer in the first seconds what the video is actually about. The subtitles make it easier to follow.

Tip 7: TikTok SEO (hashtags and covers)

TikTok SEO is the term for optimising your content so people find your videos. TikTok hashtags and covers do that work.

Under the "Discover" menu you can look at popular hashtags, much as you would on Twitter, and search for your own topics.

Here is how to do proper hashtag research:

• Think of ten hashtags that suit your business. Instagram or Twitter are good places to look for inspiration.
• Sort the hashtags by reach. That is easy on TikTok, because the app always shows you the number of views.
• Click into the most popular videos under your favourite hashtags. That is how you find further hashtags that fit you.
• Take the five most popular hashtags and use them for your video.

The cover gives viewers a preview of your video, much like a thumbnail on YouTube. Choose the most visually striking scene. The cover should also match the hashtag well.

Tip 8: TikTok analytics

Analysis is an important part of your social media strategy. For detailed data you need to upgrade your TikTok account, free of charge, to a "Pro" account.

In the app, go to the "Privacy and settings" section and tap "Manage my account". There you should see an option to activate the "Pro" upgrade. Choose a category to get access to an analytics dashboard.

The data shows you what works and what does not, so you can improve the way you create content in future.

The "Follower Analytics" section is particularly interesting.

It gives you information about your followers, such as what your audience watches (aside from your own content) and when they are most active. That lets you improve your content and time your publishing better.

The heart of TikTok is creative, entertaining video. To succeed on TikTok your content has to be one thing above all: authentic. What decides it is not high end production but the originality and creativity of your videos. Pick up trends and show personality, so your business builds an emotional connection with users. Remember to post new videos regularly as well, to maintain a steady presence and keep your followers.

Would you rather hand it over? Everything we write about here, we do for our clients. Your marketing team from EUR 490 a month, cancellable monthly. Get in touch, no strings attached.

Why does the TikTok algorithm matter so much for your marketing, and how does it work?

TikTok's algorithm favours content with high interaction rates. That means the more people interact with your videos, the more likely your content is to turn up on other users' For You pages. Understand how the TikTok algorithm works and use it for your marketing. That includes finding the right times to post, responding to active users and tagging your videos with relevant hashtags.

The TikTok algorithm is the key to a successful strategy on the platform for several reasons:

1. A personalised user experience: TikTok uses machine learning to show every user content matching their individual preferences. If your content resonates with your audience, the chance is high that the algorithm shows it to a larger one.
2. Viral potential: unlike platforms where follower numbers largely determine visibility, on TikTok content from new or small accounts can go viral quickly, provided the algorithm pushes it.
3. Efficient content distribution: the algorithm decides which content appears on users' For You pages, and that is the main source of organic reach and engagement on TikTok.
4. Brand awareness and engagement: the algorithm raises the chance that people interested in similar content notice your brand and interact with it.

How does the TikTok algorithm work?

The exact mechanism of the TikTok algorithm is a closely guarded secret. There are, however, several known factors that influence how content is suggested to users:

1. User interactions: the algorithm favours content with high interaction rates (likes, comments, shares, watch time). The more a user interacts with certain kinds of content, the more of that kind they see.
2. Video information: this covers details such as captions, sounds, hashtags and effects. TikTok uses that information to assign content to particular interest areas and show it to the right users.
3. Account and device settings: language settings, device type and other preferences all help tune content to the user.
4. Posting time: although not officially confirmed, observation suggests content posted at times of high activity can perform better early on.

Here is how to optimise your content for the TikTok algorithm:

• Post regularly: the more good content you post, the higher the chance the algorithm picks it up and distributes it.
• Encourage interaction: ask for likes, comments and shares in your videos to raise the interaction rate.
• Use trending music and hashtags: keep up with the latest trends and work them into your videos.
• Create content that grabs attention: the first seconds of a video decide whether you catch people and get them to watch to the end.
• Watch and learn: analyse which kinds of content land with your audience and adjust your strategy accordingly.

Understanding the TikTok algorithm better lets you adapt the way you create and share content, so you maximise your organic reach and make your TikTok marketing work.

What role do hashtags and challenges play in your marketing?

Hashtags help make your videos findable and can raise your visibility on TikTok considerably. Use both general and specific hashtags, so you reach a broad but still relevant group of users. Challenges are an essential part of TikTok culture. By creating your own challenges or joining current ones, you encourage interaction with users and raise the chance that your content goes viral.

Influencer marketing on TikTok: the simple, effective route to authentic content

TikTok has established itself as an ideal platform for influencer marketing. Influencers often have a loyal following that trusts their opinion. To succeed here you should choose influencers who genuinely fit your business and whose followers represent your potential audience. Good communication and clear agreements about what you expect from the product placement are essential. Remember that the influencer should have the freedom to present your products in their own creative way. We have gathered our best tips for you:

Choose the right influencers

Choosing the right TikTok influencer is decisive. Pick someone who fits your brand values and already has a solid follower base that overlaps with your audience. The influencer's credibility and authenticity matter enormously.

Set clear goals

What exactly do you want your influencer campaign to achieve? Are you after awareness, revenue or a new audience? Define clear goals, so you can measure whether the campaign worked.

Offer creative freedom

One of the biggest mistakes in influencer marketing is being too restrictive. Influencers know best what their followers like. Give them creative freedom, so they can produce content that feels natural and authentic.

Get involved in the planning phase

Communicate openly and work closely with influencers to develop a campaign that suits both sides. A good brief is essential, but leave the influencers enough room for their own reading of your product or service.

Use user generated content (UGC)

Encourage influencers to bring their followers in and create user generated content. Challenges, competitions or calls to action all work. UGC does not simply raise reach; it also encourages engagement and interaction with your brand.

Build long term relationships

A one off campaign can work, but long term relationships with influencers are often more effective. They let an influencer build a deep understanding of your brand and win the trust of their followers over time.

Analyse and improve

Judge the success of your campaigns through careful analysis. Watch KPIs such as engagement rates, follower growth, website traffic or sales figures. Use that data to make your next campaigns better.

With these tips you can build an influencer marketing strategy on TikTok that supports your brand with authentic content and reaches your marketing goals effectively.

The Einfachmarketing guide to advertising on TikTok

Understand the platform

Before you throw yourself into TikTok marketing, you should understand the platform and the people on it. TikTok is known for content that is easy to consume and entertaining. Users value authenticity and creativity. That understanding is decisive if you want to build advertising that actually works on the platform.

Speak to a specific audience

Successful advertising on TikTok starts with a clear definition and understanding of your audience. Who are your potential customers on TikTok? What interests them, and what kind of content do they most like to consume?

Use the different ad formats

TikTok offers several advertising formats you can use for your campaigns:

• In-Feed Ads: these appear in the For You feed and resemble ordinary TikTok videos.
• Brand Takeover: adverts that appear when the app opens, delivering immediate visibility.
• Hashtag Challenge Ads: companies can create hashtags and invite users to make content around them.
• Branded Effects: these let companies build their own filters, stickers and effects for their campaigns.

Make the content creative and authentic

Your advertising on TikTok should slot smoothly into the feed rather than feel like an interruption. Be creative, use music and trends, and speak the language of the TikTok community.

Include calls to action

Make sure your advertising is not only seen but acted on. Build in clear calls to action, so users know what to do next, whether that is buying a product, visiting a website or joining a challenge.

Bring influencers in

Influencer marketing can raise your reach and your credibility on TikTok considerably. Work with influencers who suit your brand and can speak to your audience authentically.

Analyse performance and adjust

Use TikTok's extensive analytics tools to watch how your campaigns perform. Keep an eye on KPIs such as engagement, reach, click through rate and conversions, and adjust your strategy on the strength of what you find.

Test and optimise regularly

Testing different ad formats, creatives and audience segments helps you understand what works best. Use A/B tests to keep improving the elements of your campaign.

Spend your budget wisely

Deploy your advertising budget strategically. Start with smaller test campaigns to see what works before you plan larger budgets.

Mind the legal side

Stick to TikTok's advertising guidelines and to general legal requirements, particularly around data protection and copyright.

Follow these steps and keep refining your advertising strategy, and you can make proper use of the distinctive advertising options TikTok offers and establish your brand on the platform.

5 content tips for TikTok ads that work

1. Go for originality and creativity

TikTok users love the original: videos that stand out from the crowd have the best chance of going viral. Use creative approaches to win the attention of the TikTok community. Experiment with humorous skits, striking effects and unusual storytelling, so you present your brand in a way that entertains and still feels authentic.

2. Use music and trends to your advantage

Music is the soul of TikTok. Using popular songs or sound effects that are trending raises the chance that your ads land well with the community. The same goes for current challenges and trends: work them into your advertising to raise relevance and engagement.

3. Bring users in

Interactive ads that ask users to take part do particularly well on TikTok. Whether you invite people to create their own content or join a challenge, the aim is to inspire an action. That builds engagement and a sense of community at the same time.

4. Keep it short and to the point

Attention spans on TikTok are short. Build your ads so they carry the core message quickly and effectively. The first seconds are decisive: start with something that pulls people in and keeps them watching to the end.

5. Be authentic and transparent

The TikTok community values honesty and directness. Make sure your ads represent your brand or product truthfully. Clear messages with no hidden agenda go down well and build trust in your brand.

How do you use sound to go viral on TikTok?

Sound is a viral element on TikTok. Plenty of videos spread widely on the strength of a catchy sound. Use popular music or create a sound of your own, so your videos are unmistakable. Make sure the sound you choose suits your branding and supports your message.

What do you need to keep in mind when creating user generated content?

User generated content (UGC) can strengthen your credibility on TikTok and build a deeper bond with your followers. Encourage users to create their own content featuring your products or built around your brand. You could establish a hashtag for a campaign, for instance, to make the content easier to collect and share. Make sure you recognise and credit the people who create UGC properly.

How do you measure the success of your TikTok marketing strategy?

To measure the success of your TikTok marketing strategy, TikTok Analytics is indispensable. Monitor metrics such as views, likes, shares, comments and the growth rate of your followers. Those insights give you a solid basis for improving your TikTok strategy. Set clear goals, whether that is raising brand awareness or lifting your conversion rate, and use the data to reach them.

Summary

• Use TikTok to reach a young, engaged audience and present your brand with creative, authentic content.
• Define your audience precisely and match your content to their interests and behaviour.
• Understand and use the TikTok algorithm, so you maximise the visibility of your content.
• Build inventive TikTok ads with a clear call to action, so you stand out.
• Work with influencers who genuinely fit your business and whose followers represent your potential audience.
• Use relevant hashtags and either join or launch challenges, so you can achieve viral effects.
• Use sound strategically, so your videos stand out and are worth sharing.
• Encourage user generated content, so you strengthen the bond with your followers.
• Analyse your TikTok Analytics regularly, so you can measure and improve the success of your strategy.

Frequently asked questions