TikTok Marketing in Singapore: A Complete Guide


As a marketer, you probably think that the social media landscape has hit its saturation point.

Hold it. What if I told you that there’s a new app that has clocked 800 million active users globally?

Wait, what if I told you that the same app has in no time managed to outsmart better-known apps such as Twitter, Snapchat, and LinkedIn? I’m sure you’d want to know more if there was such an app.

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In short, all I’m saying is that there’s a new kid on the block.

Lately, one app that seems to have thrown the globe into a trance is TikTok.

What many people cannot tell you is how this app has managed to ‘silence’ highly acclaimed competitors such as YouTube, Instagram, and Facebook.

Although TikTok has a highly engaged user base in Singapore, it’s not your average plug-and-play resource.

Surprisingly, TikTok comes with a wonderful group of users. This demographic is eccentric, highly discerning, and particular.

Even though this is the case, there are numerous success stories from a marketing perspective.


Tips on How to Master TikTok Marketing

Marketing for TikTok is hard.

Not because the platform is new, but because it’s so different from what we’re used to.

The goal of marketing on TikTok isn’t just to get viewers. It’s to get as many meaningful interactions as possible.

Here are some tips for achieving this on your own.

1. Generate leads with content

TikTok is all about content. We all love a good joke or animation, but that’s not what keeps us coming back for more.

It’s the incredible content that you can find on the platform. Whether you’re an established business or just starting out, you can use this to your advantage.

One of the biggest problems that most businesses encounter when it comes to marketing on TikTok is that they rely solely on videos of themselves to generate leads.

This is all well and good when you have hundreds or thousands of videos to choose from, but finding that one perfect video to use as a lead magnet is incredibly hard.

Instead of relying on videos of yourself, establish yourself as an authoritative voice in your industry by creating and curating content that other businesses and brands want to be associated with.

This should be the ultimate goal of every marketer on TikTok.

Create thoughtful, informative content that will convert viewers into leads and customers.

The truth is, nobody knows your industry better than you do.

So, by creating insightful content for your industry, you’re essentially doing something that nobody else can do. You’re also giving yourself a unique selling point, which is valuable, as we all know.

2. Measure the right metrics

It’s important to measure the right metrics to determine the success of your campaign on TikTok.

You’re going to want to look at things like:

  • The number of views your video has received
  • The number of comments your video has received
  • The number of likes your video has received
  • The number of shares your video has received
  • The number of completed watches (i.e. views)
  • The number of leads generated from the video

There are so many different metrics that you can use to measure the success of your video on TikTok. Just make sure that you measure the right ones.

3. Personal branding is key

Branding is essentially the summary of your professional persona that makes your customers and potential customers more interested in what you have to offer.

When you consider that over 80% of purchasing decisions are now made on social media, it’s easy to see why personal branding is so important.

On TikTok, your personal branding is going to be everything.

Your profile is how customers discover your content. So, it’s incredibly important that you establish yourself as an authoritative voice in your industry. T

his is going to happen through your personal branding. Your name. Your headshot. Your profile description.

These are the little details that customers use to discover your content.

Make sure that every bit of information about you is consistent and comprehensive.

This will help customers understand who you are and what you offer. It also makes it much easier for you to market yourself on the platform. In the digital age, authenticity is king.

The more that your customers and potential customers know about you, the more interested they’ll be in what you have to offer.

Create a brand voice and messaging that is going to make them interested in what you have to say.

Once they’ve found your content, they’ll want to learn more about you. And when they find that you’re an expert in your industry, they’ll want to do business with you because of your expertise.

Your brand is an expression of who you are as a person. So, make sure that it’s comprehensive and cohesive.

4. Use keywords in your headlines, descriptions, and video tags

The headline, description, and tags for your video content are all essential to getting your videos to show up in organic search results on Google.

These are three tiny little words that can have a massive impact on your video’s performance in the search engine.

Using the keywords that Google suggests will generate the most interest for your video’s content.

You can also include hashtags in your headlines, descriptions, and tags.

Doing this will make your video stand out even more to your targeted audience.

Also, don’t be afraid to include a few words of French, Spanish, or Italian in your video’s description or tags.

The more linguistically diverse your video content is, the better. It shows that you’ve done your research and understood the needs of your audience.

Plus, it’s a nice touch when a customer views your video in French and then decides to visit your website or buy your product because it’s in French.

These are just a few examples of the benefits of diversifying your content’s language. Localizing your content allows you to reach a wider audience and increase the chances of a customer or potential customer discovering your content.

5. Measure video’s performance across all platforms

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It’s important to measure the performance of your video content on all the different platforms.

This is going to give you a good indication of the effectiveness of all your video marketing strategy. And before you know it, you’re going to have video content on all the popular platforms.

You should track the performance of your video content on a weekly basis.

And as you get more comfortable with video marketing, track how different content performs in different areas of the platform.

For example, you might want to compare gaming videos to marketing videos.

When you consider that consumers are often using multiple devices to access content, it’s important to monitor video performance across all of these platforms.

This is particularly important if you have a video that you think is doing well on one platform but not on another.

For instance, maybe your YouTube videos have been performing exceptionally well but your other social platforms haven’t seen any significant engagement from viewers.

6. Use keywords and hashtags in your email marketing campaigns

You can also use keywords and hashtags in your email marketing campaigns to target the right audience, increase click-through rates, and improve your overall video performance.

Email marketing automation tools can make the process of creating and sending out campaigns much easier.

And with the right tools, you can measure the success of your email marketing campaigns to determine how you can improve for the next time.



What is TikTok?

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TikTok is a blooming social media mobile app that has enlisted a massive global following with users concentrating on video content.

Surprisingly, TikTok seems to be a darling of Gen Z users. The platform has become the go-to platform for viral entertainment content, lip-sync videos, and hashtag challenges, to name a few.

TikTok-the lighter name for TikTok users, can shoot short videos, edit them, incorporate effects, and showcase them to other TikTok users.

On the platform, content creators can leverage category-specific hashtags that help them to be found by users who don’t follow them.

In Singapore, TikTok comes with light content. Think about sassy, comic content that used to appear on Twitter’s video resource; Vine.

The popular genres on TikTok range from funny skits lip-sync how-tos and cringe videos.

TikTok’s brief history dates back to 2016. It’s ByteDance that first developed it only this time it was a chines version known as Douyin. Later in 2017, the firm created TikTok-the global version.

What accelerated TikTok’s popularity was the acquisition of Music.ly; a social media platform that enabled users to create lip-sync videos of popular songs.

From nowhere, TikTok has proven its potential by becoming one of the world’s most sought-after and downloaded apps.

Despite its appeal hovering around the massive gen Z demographic, discerning marketers are lining up TikTok to marshal their marketing efforts into the future.


How Does TikTok Work?

TikTok Made Me Buy It: 3 tips to tap the shopping craze | TikTok For  Business Blog

Before you rush to download the app and upload any content on it, you might first want to find out how everything ties in together.

TikTok is based on short video clips that run for a maximum of 15 seconds. You have the option of combining these videos to create a series that runs up to 60 seconds.

Users interact with these videos by scrolling down their newsfeeds.

The coolest thing with TikTok is that it allows you to add background music and all kinds of editing effects to your videos.

It also has lots of viral dance video challenges that you can participate in and be part of the fun.

Those interacting with your videos are allowed to like, comment, or share the video with other users if they like it.

TikTok has the highest engagement rate of any other social media platform. Studies also go on to confirm that it does a pretty good job keeping users on the app.

If you open a TikTop account, you’ll be provided with a TikTok profile that people can follow.

They can also set up notifications to be alerted every time you post a new video.

The hardest part of managing a TikTok account is creating fun videos that resonate with the TikTok audience.

TikTok has a different kind of fun and style of content.

For this, you want to give yourself at least a week to get a feel of what makes TikTok users tick.


Quick TikTok App Facts

So you’re itching to put TikTok to work before you do (if you’re not aged 13-24) here’s a quick primer.

  • Many of the videos are 15 seconds nods, but you can create minute-long videos, but you’ll have to classify them as stories.
  • Users can upload longer videos that were recorded on third-party apps or devices.
  • The majority of its users are in the 13-26 age bracket, and females tend to love it more.
  • Previously, TikTok was purely a music app, but the content range has broadened to include comedians, influencers, chefs, and conventional Youtubers.
  • Users can leverage live content and use platform tools such as filters and effects to make the experience savvier.
  • A viewer doesn’t have to follow a TikTok account. Users can hit the discover feature and browse the most popular videos of the day. A TikToker can search for a video depending on a given topic of interest.
  • Lately, TikTok presents ad offers for marketers who want to leverage the app to sell or promote their products or services.
  • Brands are now inking up with dedicated TikTok influencers to advertise their brands.

Navigating TikTok

Navigating TikTok after downloading it should be easy.

The features and functions are almost the same on other social media platforms. When you open TikTok, you’ll discover leads to the following five pages.


The home opens two feeds: Following” and “For You”

“Following” leads you to videos of accounts that are following

“For You” directs you to trending videos and additional clips that TikTok thinks you need to watch based on your usage data.


Discover feed shows you the TikTok videos that come with a trending hashtag.

Also, the feed allows you to enter search keywords to find users, hashtags, and videos.

Also, the discover page has a scan button that opens a viewfinder that allows you to check a user’s TikCode. This helps you to find others quickly.

Create video

Create Video simply ushers you to the recording platform.

This is where you capture your videos.

It’s here where you set recording speed, add beauty effects, and filters and play around with other effects. Also, the Create Video page lets you upload videos and photos to edit or share.


Inbox displays the activity around the videos you’ve shared publicly. It’s possible to filter them according to comments or mentions.

The drop-down menu at the top does it. Click the envelope icon at the corner if you want to access your private messages.


I am the public profile that you and others can view.

You can privatise parts of this feed. Your likes or pubic videos are accessible to all.

Also, the page shows who has followed you, who you follow, all likes, favourite clips, and your linked social media profiles from Twitter, Instagram, or YouTube.

Getting Started With TikTok Videos

One of the draws that make TikTok tick is that users can film skits, dances, or lip sync performances.

The length is 15 seconds by default though there’s the leeway to connect multiple 60-second videos even those filmed outside the app.

Additionally, there’s the duet affair where you can split a screen and partner with a user to reply to a video. It’s not over yet since you can add your voice and I sync to another TikTokers video

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Creating TikTok videos

If you’re ready to create your first video, it’s easy.

You need to click on the Create Video icon that bears a +sign at the bottom.

Press “record” and you can capture. Sounds easy?

It may seem so, but there is a lot of work to be done. Want to know how?

Go ahead and scour YouTube tutorials on the TikTok video creation process.

The good news is that you can shoot your video and save it as a draft that you can edit and post after. Don’t be discouraged since you have a helpful resource that is TikTok’s Support hub.

Can You Make TikTok Videos Cheaply?

The answer is yes.

Renowned TikTok enthusiasts have demonstrated that you don’t need five-figure budgets to create viral-like videos/photos for the platform.

Yes, it’s hard to become a success on social media. That shouldn’t discourage you.

Here are some hacks:

Get a Tripod

Don’t splurge on those professional camera tripods. A cheap phone tripod will do it can cost $20-$25. It allows you to shoot stable frames and pictures

Working Light

Professional light kits can cost hundreds of dollars. But a $25 work light from a local store can do a job as good as the professional light. If the light is too harsh, you can improvise anyway.

A Photo-editing App

The variety of photo and video editing apps will blow your mind. You don’t have to pay for them. The free features will make your photos and videos lovable.

TikTok Video Takeaways

Truth be told, TikTok seems a bit restricted as an app. But you already know it’s the fastest marketing tool in the hearts of the younger demographic.

Check out these TikTok video experimentation takeaways:

  1. Never ignore the special effects. Your followers expect to see the zest in the videos.
  2. Mashup music and video If you won’t, make sure that the background isn’t grave silent.
  3. Always capture some videos with multiple shots. It injects life and interest into the clip
  4. Don’t dampen your videos. Bring out the humour if you expect the viral effect
  5. If it’s a challenge video, go for trendy hashtags. Include relevant hashtags in the caption to amplify your chances of getting found.
  6. Don’t jump in blindly. Check what other brands are doing with the videos. It will polish your creativity.

What Categories of Videos Can You Post on TikTok?

You’ve noted that TikTok videos are capped at the 15th second by default. It shouldn’t bother you. What the app restricts in time pays it back with diversity. That is to say, you can shoot videos as far as your imagination can allow. This is what makes users create more engaging and fun clips.

You can post any video on TikTok, but make sure that music is part of it. Oh, you don’t know how to play an instrument? Not to worry. If you know where the top trends are, you can use the attest songs to flavour your videos.

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Advertisement videos

For ad videos, the berth of what you can post is equally extensive. Remember, TikToks or TikTok videos are a bite version of what you see on YouTube. That said, you only need to put your creativity to work. You can create tutorials and promotional or entertaining ad videos.


TikTok Marketing in Singapore: Why Is It Effective?

Finding the right following on TikTok is like hitting the marketing jackpot.

The competition is less, and you can interact with your target audience personally.

But there are more reasons why TikTok marketing fits your Singaporean brand.

800 Million TikTok Users

TikTok’s user base is phenomenal. You have over 800 million global users at your disposal.

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Singapore and the APAC region claim 36% of this. The daily active users on the platform rival the numbers on Facebook and Instagram. That said, you cannot dispute TikTok’s untapped potential for marketers.

Language Diversity

TikTok relies on a single language. Wrong. The truth is that it’s one of the leading social media apps available in over 39 global languages. Not only can you average it for your local business, but you can communicate the same to 39 other global tribes.

A Growing Fan Base

Mention TikTok and the Gen Z picture comes to mind. On one end, the young demographic that associates with the app are growing exponentially. On the other hand, the demographics between 29-39 that use TikTok are increasing too.


Benefits of TikTok Marketing

Raises Brand Awareness

Like other social media platforms, TikTok guarantees enhanced brand awareness. With a bigger audience base, your brand can take it as an opportunity to augment your potential. You can deploy valuable content through TikTok to generate more leads.

Drive Traffic to Your Website

Can TikTok help you to draw organic traffic to your site? Think of it this way. Post captivating products or service videos and then, attach a catchy CTA at the end. Not only does it drive the numbers, but it increases your search ranking.

Engage With Customers

Remember, we said that the TikTok algorithm runs like a personalised recommendation engine.

That means that leveraging viral-like videos that show up on user feeds will bring the customers to you. If you’re consistent, you can engage with new customers daily.

Establish a Brand Voice

Although TikTok builds a unique brand voice, you cannot escape the fact you need unique videos and ads to hack it. Content on this platform takes a relaxed approach. Your funny videos tell followers that you’re fun yet professional to associate with.

Leverage Local Creators

TikTok enjoys a vast following down to your locality. Let’s say those local creators are your local influencers. If your business wants to leverage the app’s potential, you don’t have to hunt for influencers from the other side of the globe.

Own Branded Marketing Channel

TikTok allows businesses to create a verified marketing channel. Once it’s confirmed, you can use it to promote qualitative business videos. You can use video stories to promote using partnerships.

TikTok Ads

Do you know that TikTok launched its ad platform-TikTok ads? And voila. You can now leverage these ads the same way you’ll do on Facebook. Given they are new on the bock, you can tell they face less competition. TikTok ads are the best for a product/service launch.


Is TikTok The Next Frontier of Social Media Marketing?

You can say it’s early to call it, but you and I know TikTok is here to stay. Let’s talk from a digital marketing perspective.

Is it not possible to leverage TikTok to reinforce your SEO ranking? You only need a captivating TikTok profile, fully optimised for SEO to reach out to thousands of active users. To optimise your profile, the trick is simple-post consistently.

Look at it this way, TikTok attracts diverse followership with people from varying backgrounds and statuses.

The app’s addictive features attract celebrities, influencers and the ordinary me and you. As such, you cannot ignore the fact that marketers will leverage the app to drive SEO and social media marketing benefits.

Talking about Singapore, TikTok has become the go-to entertainment and business engagement hub during the Covid era.

Influencers, work-from-home citizens, and marketers have leveraged the app to deliver quality content and engagements. You can say it’s the new normal.

Even as the pandemic ravaged economic activities in lockdown times, a business may have continued, as usual, thanks to the growing popularity of TikTok.

The circuit breaker measures can be attributed to the rise of the app. Then, it’s obvious that social media marketing might never be the same as long as TikTok thrives.

Remember, the average Gen Z demographic in Singapore isn’t any different. They are cynical about any form of marketing that mimics conventional marketing.

You cannot ignore that this demographic will spend at least 52 minutes on TikTok daily. Then think about one of them being a superstar who plays the role of an influencer for your brand.


Do You Need TikTok Marketing in Singapore?

Yes, because it’s super versatile, and no, it’s too early to discern whether TikTok will be big in terms of marketing.

For now, what you need when deciding whether TikTok is your marketing wingman is to evaluate whether your target audience, company, or niche is in tune.

Any Singaporean company looking to sell to Gen Z will make a kill. Fortunately, fewer companies are selling on TikTok, and you might get noticed if you’re using the right TikTok strategy.

Additionally, video marketers who want to stand out are poised to carry the day.

There’s no debating that TikTok is invariably a video marketing platform with a touch of oomph. Your video can go viral anytime.


What to Consider When Choosing TikTok for Marketing in Singapore?

Marketing dictates the use of Social Media, given the ever-increasing user base. But does that apply to TikTok as well? To get it right, here are some considerations.


Before you plunge in, consider whether your target audience falls into a category that’s in favour of Gen Z. if your target is to sell to the 16-24 age bracket, smile, the app got you covered. If you’re targeting people aged between 36-56, you might want to rethink your move.

The Allure

Do you think your brand can gain by connecting with the TikTok audience? You know that TikTok is the new gem in the Singaporean digital marketing space. But, stop and assess whether the risks and the energy you put in are worth the ROI.


What if I told you that you have to cede some control to the TikTok community for your brand to benefit? Then, you need to check whether you’re comfortable letting influencers run it their way. It’s unlike traditional marketing where your brand calls the shots over messaging. You need to consider that before setting up a challenge.

Influencer Input

Check whether you’ll need to deploy influencers. If so, do you know the right ‘troop” of influencers that can make the kind of impact you’re looking for? Always make sure the influencers are conversant and experienced in your niche. Remember, being unoriginal could mean doom for you and the influencer. There has to be perfect harmony.

Brand Outlook

TikTok isn’t the average marketing app. Firstly, you need to be trendy and upbeat. Also, you need to be sure that videos and music are the perfect means to amplify your brand. Think of Redbull and its daredevil stunts on TikTok.  The #givesyouwings hashtag is an absolute winner.


How Can Your Singapore Business Exploit TikTok?

Like many other businesses, there are three main ways you can turn to market on TikTok. These include:

  1. Creating their channel and uploading their videos through the private channel
  2. Incorporating influencers to promote content to a broader audience
  3. Leveraging TikTok ads-though it’s a pretty new option, TikTok ads have latent potential

To make the most out of TikTok marketing, many brands are resorting to a mix of their channels and influencer outfits.

It’s AI-Driven and Personalised

What’s the other draw to TikTok as a budding marketing tool?

TikTok users in Singapore can achieve the viral effect even if they’re not influencers or widely known celebrities. What contributes to such an effect? Well, TikTok comes with an algorithmic framework.

This means that the one-time user can post and go viral.

To break it into simple terms, TikTok comes with an algorithm that runs like a personalised recommendation engine. The algorithm indexes content based on what is popular and what users like.

But before you write it off, it’s crucial to customise pages that serve your unique business interests. I

f you want to plunge in for marketing purposes, you need to know that content isn’t prioritised according to follower counts. Content relevance is ranked based on a creator’s capacity to leverage trends while remaining independent.


How to Promote Your Brand Through TikTok Advertising

If you want your brand to be found by your target demographics, here are some TikTok ad options you can try.

In-feed Native Ads

Do you know how Instagram full-screen stories work and feel in advertising? Then, it’s the same way that TikTok in-feed native ads work. They present you with the option to include website likes and order buttons in-ad. This lets users land on the page directly. Ad usage here can be tracked using click-through rates, engagements, impressions or total views.

Hashtag Challenge Ads

These ads lead a user to an exact banner ad that in turn leads them to the page with the rules and terms of a given challenge. The banner in question is on the ‘Discover’ page, and the type of user content determines it. It’s easy to measure using banner views, the amount of user-generated content, and the number of views and clicks, among others.

Brand takeover ads

These are the Ads that commandeer the app as soon as you open the app. They take over the screen for a few seconds before ushering you into the In-Feed Video ad. It’s a distinct form of TikTok ads where GIFs, short clips or photos preamble the brand landing page. Ad categories here are exclusive and can only feature one brand in a day. These ads are user-friendly and can be tracked using click rates, unique reaches or impressions.

Hashtag Challenges

Do you know how hashtags brew storms on Twitter? On TikTok, they help to trigger audiences while sending organic messages. They’re non-sponsored and can turn your marketing efforts into an instant success. Hashtags appear on the Discover page, and the right influencer can work wonders on your behalf.

User-generated Content

This is probably the most engaging and highly accessible TikTok advertising mode. User participation promotes a brand’s causes with tools that allow users to post content/ideas around trending topics. User-generated content has the potential to go viral if users have their way.

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Proven TikTok Marketing Tips for Your Business

Use Appropriate Hashtags

Hashtags are at the heart of TikTok search. Always go for trending hashtags to amplify your videos. Appropriate hashtags will broaden your content reach and attract more followers.

Follow Current TikTok Trends

Trends move fast on TikTok. You know you don’t want to be left behind. This means you need to be alert and create videos that resonate with the trending topics. Remember, you’ll need to make your video unique instead of copying everybody else.

Integrate TikTok Influencers

TikTok influencers however young can be as controversial and influential as any mainstream celebrity or figure. Consider establishing productive relationships with individuals who can “cast a spell” over your prospects.

Comments on Your Posts and respond

Consistent and reciprocal user engagement work wonders on TikTok. Don’t just post and sit back. Remember, TikTok indexes comments by the number of likes they receive. Also, you’ll find it meaningful if you avoid those bland comments.

Exploit TikTok Effects

Do you have an idea of the volume of videos shared on the app daily? Then, it tells you that you need to do it creatively to be found. There is a reason why the app provides an array of effects and filters; use them to capture users.

Create captivating Videos with Clear Descriptions

TikTok videos can be 15 or 60 seconds. You have a limited span to get your message across. Be clear and concise. Visual appeal is easy to achieve if there is a clear description of what your video is all about. Remember, great descriptions lead to appropriate indexing and better SEO ranking.


TikTok Marketing Mistakes to Avoid

TikTok is more than a buzz as we speak. You could be jockeying new TikTok strategies to beat the competition. But in your blinded rush, you could stumble and make grave mistakes. Here are some mistakes to know and avoid.

Recommending the Wrong Products

You know how cynical the TikTok audience can be. They’re under 26 years of age. Please note that they’re particular about the products/services that fit their preferences and age. If you miss this step, you’re bound to fail.

Posting Lacklustre Videos

TikTok is a fun and carefree platform. Nobody wants to see dull presentation-style videos you got 60 seconds to showcase, and you’d better be fun and easy. Always check why some videos are popular and work your creativity from there.

Going Salesy on TikTok

Being sold on social media is an absolute turnoff. You cannot afford to do that on TikTok. Doing so, albeit cleverly will lead to TikTokers avoiding your content in the future.

Ignoring the Music

Have you forgotten that the app originated from the Musical.ly platform? Gen Z has a high affinity for music, even if it’s a plain but entertaining background track. Ignoring the music spells doom for your videos.

Ignoring Special Effects

In the same light, videos that lack the allure of TikTok effects are bound to fail. How could you not know how to apply those face filters and motion effects?


How to Effectively Work With TikTok Influencers

In Singapore and the world over, brands have experienced immense success working with TikTok influencers. Who else would you be working with? But to consolidate such success, you’ll need to let influencers off the leash and build productive relationships. Here are steps that guarantee the success of partnering with a TikTok influencer.

Know your Audience

Simply, you cannot succeed with a TikTok influencer if you barely know your audience. It pays to identify the alternate brands and other influencers that your target audience associates with.

Choose the Influencers Meticulously

You cannot afford to choose a TikTok influencer blindly. Don’t be blinded by the likes and the view. You don’t have to go for top gun influencers. Those not-so-very prominent influencers who are well versed with your content needs and the audience will work the magic.

Understand How TikTok Works

Is TikTok like any other social media app? You bet not. Being a video content-driven platform, it’s crucial to know how it works. Also, take time to think through how your video content fits into the lives of your audience and their pain points.

Give Influencers Freedom

TikTok rewards creativity. As soon as you find the relevant influencer(s), give them the wiggle room they need to execute. If you’re breathing down their neck, you’ll constrict their creativity, remember, you don’t have to cede your authority. It pays to have a playbook to guide the process.


7 Creative Ways to Create Interesting Marketing Content for TikTok

Running an effective TikTok campaign will always boil down to how creative your content is. There’s no way around creating exciting content for your followers.

If you can manage to make your content enjoyable, then do a commendable job marketing it on the platform, and you can be sure more people will be engaging with it.

The more people interact with your TikTok content, the more the TikTok algorithm will be compelled to place it in front of even more people.

So How do you Create Interesting TikTok Videos?

1.   Use the Same Approach You Use to Come up with Your Blog Post Ideas

The easiest way to develop creative content for TikTok is to wear the mind of a blogger and think about some of the problems or pain points your audience has. What type of content do you think will interest them?

Where you can’t point out some of these problems or figure out what can interest them, go ahead and ask them.

You can also visit popular forums such as Quora and Reddit to find out what questions your audience is asking.

There are plenty of other ways to go about it. For instance, you could take some suggestions from Google’s Autosuggest feature.

2.   Create Humorous Videos

Laughter is the best medicine.

As much as your followers would want you to help them solve a problem they have, it sometimes helps to make your content entertaining. Give them something to laugh at, without making it appear like you never have fun.

Feed them humour, and they’ll learn to loosen up around you and engage with you even more.

What type of content does your audience consider fun?

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You can joke about the industry or get your staff to participate in a challenge and even formulate one.

Whatever you decide on, the point is to create the kind of content that your target audience can relate to. And don’t just pick any random video post that you find hilarious. You have to make sure the video is related to the kind of business that you do.

3.   Celebrate Special Occasions

TikTok marked International Women’s Day (8th March) with a special hashtag #SheCanDoIt. This was to celebrate female content creators.

This occasion was a huge leap for accounts that advocate for women’s rights and history, with some getting catapulted to the spotlight (like Her Story Talking).

As a brand, you should keep track of important events and holidays, especially those that are particularly relevant to your brand and product story.

You can use a social media calendar to plan for these events and to make sure that you never miss out on any opportunity to capture the interest of your audience.

4.   Create or Join a Viral Craze

TikTok is full of viral craze videos. If you can’t create a viral craze video, then perhaps you should consider joining one.

Once the video goes viral, it enters mass consciousness.

Dance challenges are usually themed around a choreographed sequence of moves, a particular track, or both.

Some brands may find it hard to participate in a dance craze, deeming it cheesy.

The only way to overcome this feeling is to feel the challenge genuinely. If you’re not enjoying the song or the dance moves, then the whole video will appear stiff and even feel flat with the viewers that get to watch it.

It pays to be silly at times. Learn to embrace the fun and enjoy the dance challenge. Even if it fails to go viral, you’ll still have enjoyed making the video.

5.   Run a Contest

Learn from Uniqlo.

In June 2019, they launched a one-of-a-kind, multi-market on TikTok. Participants were asked to create innovative videos of themselves donning their favourite Uniqlo pieces, captioned with the hashtag #UTPlayYourWorld.

The contest was meant for creators from France, Japan, Taiwan, and the US. The winning videos were to be played in select stores.

The contest turned out to be a huge success, with the #UTPlayYourWorld hashtag garnering more than 700 million views.

This is a classic example of how contests or user-generated content could help you boost your online credibility and inspire trust.

By re-using their content, you’ll be establishing a relationship and building loyalty with them.

6.   Create AR Branded Filters

As with Snapchat and Instagram, creators can add AR filters and lenses to their videos.

As a brand, you can upload your custom filters for your followers to use.

You could borrow some ideas from NY Fashion Week. After inviting TikTok creators to their 2020 shows, they would create photo booth filters to accompany these events.

Creating these filters requires advanced digital expertise. That means it’s only worthwhile when you’re designing them for a significant occasion or event.

And when done well, it’s one of the best ways to grow your audience and boost brand awareness.

7.   Cover Current Trends

Much of what trends on TikTok begins and dies on the platform. But that doesn’t mean you can’t drag content from outside and still make it a trend.

There’s a lot of entertaining content out there – major news and pop culture, that infiltrates the platform and takes a new life form.

You can take a cue from Washington Post, famous for taking topical events and turning them into viral TikTok videos.

All you have to do is find ways to turn these events or topics into engaging videos.

For example, as the pandemic rages on, you could tackle it by uploading videos on self-quarantine and hand hygiene.

You, however, have to be very careful with the approach you use to cover serious topics. They’re sensitive and delicate. Drawing fun out of a serious issue may come off as insensitive or poor taste.

You have to find that perfect balance between humour, information, and sensitivity.


What Type of Content Works Well on TikTok?

In some ways, TikTok mimics YouTube. The meat is in the videos that users share.

The more engaging and fun, the more they resonate with the users. The only difference is the short and vertical nature of TikTok videos.

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Self-produced videos perform excellently on TikTok. Original acoustics can do better than alternate versions of popular songs. Even though they won’t deliver promotional messages like cover versions, they still have the potential.

Non-music videos are all over TikTok. They are comics. Others showcase beauty hacks, cookery, and fashion. Sports and cringe videos are equally performers in the app. Examples of cringe and cookery Tiktoks include:

YouTube video



Simply put, the condemning mistake you can make on TikTok is relying on content that is outright traditional. Never force a rigid script on your influencer. It’s ad-libbed storytelling at its best. Remember, you can’t game the users. If an influencer strays from the relaxed storytelling style, followers will know, and it won’t end well.


4 Less Known Facts About TikTok


It’s not US-based

Unlike many of the startups you know, TikTok did not start in the US. It began in China, as Douyin, the Chinese name for the app until date.

So yes, TikTok is a Chinese-owned social network owned by a company called Bytedance.

It’s the World’s Most Valued Startup

TikTok is now valued at over $75 billion, which makes it the most valuable startup at the time of writing this.

Other popular apps also owned by Bytedance include:

  • Babe: one of the leading news and content apps in Indonesia. For more information, follow this link https://www.babe.co.id/
  • Tech for Good: Tool for non-profit organisations that want to raise awareness around their cause.

For more information, follow this link https://www.tiktok.com/forgood.

  • Lark: Available in Japan and Singapore. It features the whole enchilada of collaboration tools, including calendar, chat, cloud storage, app management, and content creation.

For more information, follow this link https://www.larksuite.com/

  • Hello: A leading social media platform in India

For more info https://www.helo-app.com/

  • Figure Video:
  • Toutiao
  • Douyin

34% of Its Users Actively Post

TikTok has the highest activity level.

34% of its users actively publish at least one post per day. Like any other social media channel, you can grow an audience by regularly posting on the platform.

However, TikTok stands out because of the exceptional organic reach it gives you. Even with zero followers, your video could still go viral and reach millions of followers.

The reason for this is the intelligent TikTok algorithm. It can easily detect a video with great potential and give it more exposure.

It’s Not Just About Lip-Syncing

Bytedance acquired musical.ly in 2018 and merged it into TikTok.

However, while these two apps had a lot of similarities, there’s more to TikTok than the Lip-synchronising app, it’s thought to be.

The standard connection between Musical.ly and TikTok at the time was lip-synced.

However, TikTok identifies itself as a short-form video content platform with a broader scope of videos.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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