Is your brand truly ready to play the “TikTok Marketing” game?
Over 7 million businesses are already using the platform to advertise their products worldwide, according to the latest 2026 TikTok industry statistics.
Yet, many marketers and entrepreneurs still hit two major roadblocks when trying to integrate TikTok into their strategies.
The first is the pressure for real-time creativity. After all, the platform demands speed—you have to react to trends that emerge and fade within hours. The second is uncertainty: how do you produce relevant, authentic content without feeling forced or generic?
That’s precisely why this exclusive guide from mLabs was created. You’re about to learn how to master the rules of this game: understand the platform’s logic, turn creativity into reach, and make TikTok a true channel for your brand.
What is TikTok?
TikTok is a social media platform built for creating and sharing short form videos. It lets users record, edit, and publish content packed with music, filters, and special effects, all from the palm of their hand.
Developed by Chinese tech company ByteDance in 2016, it first launched as Douyin for the Chinese market. A year later, in 2017, an international version arrived under the name TikTok.
The ByteDance headquarters in Beijing, China. Photo: Getty Images
The platform’s real breakthrough came in 2018, when ByteDance acquired Musical.ly, a hugely popular app among teens for dubbing and lip sync videos, and merged both user bases into a single global product.
So what truly sets TikTok apart from every other social network? Its AI powered recommendation engine.
Unlike platforms such as Instagram or Facebook, which prioritize posts from friends or followed pages, TikTok structures its main feed, the famous For You Page (FYP), around videos chosen based on each user’s unique behavior.
What does that mean for you? Any creator, even with zero followers, can have a video go viral and rack up millions of views. It is a democratic logic that has completely reshaped how content is consumed and fueled the platform’s unprecedented growth.
But TikTok is more than just entertainment. It has cemented itself as a full blown cultural phenomenon. It can launch songs onto the charts, turn memes into global movements, and even shape how young people get their news and communicate with each other.
What is TikTok Marketing?
TikTok Marketing is the strategic use of the TikTok platform for digital marketing purposes. It combines organic content creation and paid advertising campaigns to increase visibility, engagement, and business results.
Organic Marketing on TikTok
Organic content includes all videos created and published by brands without direct investment in paid media. The dynamics here depend heavily on the TikTok algorithm, which decides which videos appear on the For You Page (FYP).
The algorithm analyzes user behavior, including likes, watch time, interactions, and the sounds and hashtags used, and then delivers highly personalized videos. Even with very few followers, a brand can go viral if the content is creative and relevant.
Rafael Kiso, founder and CMO of mLabs, sums up the importance of organic marketing on TikTok for achieving success on the platform: “Master the organic side and supercharge it with paid media.”
Paid Marketing on TikTok
The paid side of TikTok Marketing uses the platform’s advertising tools through TikTok Ads Manager to reach specific target audiences with more segmented and controlled messaging. Paid content involves the following:
- Creating In Feed Ads that appear in users’ For You feed.
- Launching campaigns with Branded Hashtag Challenges.
- Using Top View formats for instant visibility when opening the app.
- Establishing paid partnerships with digital influencers to scale your campaign.
- Tracking performance with metrics such as impressions, clicks, and conversions.
The paid strategy is becoming increasingly necessary as TikTok expands its monetization features, including the arrival of TikTok Shop, while reducing the natural organic reach of videos.
As Rafael Kiso puts it: “Paid traffic is not the enemy. It is a lever. When used strategically, it amplifies what is already working and gives you control over your reach“.
What are the global TikTok statistics?
To truly understand TikTok’s impact as a marketing tool, let’s dive into the most current global numbers.
Below, you will find the key indicators: user behavior, brand engagement, and consumer preferences.
2 billion global monthly active users
According to Sensor Tower data from April 2026, TikTok’s global monthly active users surpassed the 2 billion mark in the first quarter of 2026.
TikTok ranks as the fourth or fifth largest social network worldwide, with countries exceeding 100 million users including the United States, Indonesia, and Brazil . The platform’s reach now covers nearly one in five people on the planet.
95 minutes of daily usage per user
TikTok leads all social platforms in engagement time. The average user spends approximately 95 minutes per day on the app, making it the platform with the highest daily time commitment among all social networks . Average session length is nearly 11 minutes, and users open the app about eight times per day.
Over 35 hours monthly per user
Users spend an average of nearly 35 hours per month on the platform, more than double the time spent on apps like Instagram .
2 out of 3 users appreciate brand collaborations with diverse creators
According to TikTok’s What’s Next 2025 Trend Report, 2 out of 3 TikTok users like when brands partner with a variety of creators, making collaborations a key strategy for authentic brand engagement.
40% of users find brands that showcase personality more relevant
According to TikTok’s What’s Next 2025 Trend Report, 40% of TikTok users find brands that showcase personality more relevant.
45% feel brand relevance comes from feeling understood
According to the same report, 45% of social and video platform users feel brand relevance comes from feeling understood, emphasizing the value of empathetic communication aligned with the audience .
81% say TikTok introduced them to new topics and trends
TikTok’s 2025 Trend Report reveals that 81% of users say TikTok has introduced them to new topics and trends they did not know they liked, building a globally connected, engaged community.
Over 1,200% growth among users aged 45 or older (2019–2025)
According to eMarketer data, TikTok usage among people aged 45 or older grew by more than 1,200% between 2019 and 2025. This leap indicates an expansion among age groups previously considered less present on the platform.
Why is it important to invest in TikTok marketing?
Every now and then, a digital space emerges that redefines how people connect. It happened with the early internet forums, with Orkut, with Facebook, and now with TikTok.
But why is investing in TikTok so important today? Discover the key reasons below.
Cultural relevance and conversion opportunities
TikTok has been recognized for its massive cultural and economic impact, shaping entertainment trends while influencing how people dress, what they buy, and even how they search for information.
The platform’s cultural force creates an environment where simple content can gain global scale within days.
A trend started by a single creator can cross borders, appear on news broadcasts, and shape consumer behavior across different industries. Being present in this ecosystem means making your brand part of the digital zeitgeist.
Impact on branding and the sales funnel
TikTok strengthens branding. By allowing brands to use personality, storytelling, and humanization, the app creates emotional connection that goes far beyond the click.
In the sales funnel, TikTok content production acts at every layer:
- Top of funnel (awareness): Short videos go viral easily, expanding reach;
- Middle of funnel (consideration): Educational or entertaining content increases exposure time and engagement;
- Bottom of funnel (conversion): Formats like Spark Ads and e commerce integrations allow users to buy in just a few clicks.
This conversion capability makes TikTok a central piece in full funnel strategies, integrating branding and performance to drive audiences to the purchase page.
TikTok as a search engine
One piece of data that surprised digital marketing experts is that TikTok is now being used as a search engine. According to research published by eMarketer, over 70% of Gen Z use TikTok as a search engine, while 51% of this audience uses Google for the same purpose.
This usage completely changes the game. Beyond being a social network, TikTok functions as a discovery engine where users seek visual inspiration and authentic reviews before making decisions.
For brands, investing in the platform is not just about being present. It is also about being found by those who are already actively looking for solutions.
What is TikTok For Business?
TikTok For Business is TikTok’s official ecosystem built exclusively for businesses and marketing professionals.
It works as a central hub that brings together every advertising tool, creative solution, data analytics resource, and e commerce integration a brand needs to operate strategically within the platform.
According to TikTok itself, the proposition is simple yet powerful: “Don’t make ads, make TikToks”.
TikTok For Business is not just a campaign manager like you would find on other social networks. It seeks to align marketing logic with the platform’s culture, encouraging brands to create content that blends naturally with the user experience. Content that is creative, fun, relevant, and has viral potential.
Unlike other social media environments, reach on TikTok does not depend solely on your follower base. The recommendation algorithm delivers content to people based on their interests, not necessarily on who they follow.
Any brand can gain visibility, from small local businesses to large multinational corporations, as long as they know how to make good use of TikTok For Business features.
What is TikTok’s For You Page?
The For You Page, or FYP, is the home screen and central experience of TikTok. It is a personalized feed that presents recommended videos based on each user’s unique interests.
Unlike social networks that only show posts from people you follow, the FYP works as a discovery engine. It puts new and relevant content in front of you, even from creators you have never heard of.
According to TikTok, the FYP is defined as “a stream of videos curated to your interests, making it easy to find content and creators you might love”.
The model deeply personalizes each user’s experience. In other words, no two For You Pages are exactly alike.
Recently, TikTok began testing a new feature that allows users to manually adjust their content preferences using sliders within Settings and Privacy.
You can emphasize or reduce topics such as “humor,” “creative arts,” or “current events.” This is an attempt to give users some direct influence over their feed curation, although the real effectiveness of the feature is still being evaluated.
How does the TikTok algorithm work?
The way TikTok operates is very different from traditional social networks. While platforms like Facebook or Instagram still rely on the so called social graph, meaning connections between friends, pages, and followers, TikTok stands out for having an architecture built on more than one video recommendation algorithm working in tandem.
According to TikTok itself, the For You Page is the result of a combination of different signals processed by machine learning systems that complement each other to create a highly personalized experience.
In practice, each video that appears in your feed does not depend on who you follow. It depends on how you interact with the platform.
TikTok uses a set of algorithms that analyze factors such as how long you watched each video, whether you watched it all the way through, replayed it, liked it, commented on it, or shared it.
The content’s own data also comes into play, including hashtags, soundtracks, captions, and effects.
These help the system categorize and recommend videos to users with similar interests. Even settings like language, location, and device type are considered, although with less weight.
How to build a TikTok marketing strategy?
The platform follows principles already well known in digital marketing: define your goals, understand your audience, create content, and track results.
The difference is that on TikTok, everything happens at a much faster pace. In the list below, you will find the steps to turn TikTok’s potential into real results.
1. Define your goals
Many businesses join TikTok just to “test it out” and end up losing their way. This happens because there is no clarity on where they want to go. The first step is to set goals that can be measured and achieved.
- Decide whether your focus is visibility, engagement, leads, or sales.
- Establish numerical targets, such as 10,000 views or 500 clicks within 30 days.
- Connect your TikTok goals with your company’s overall objectives.
2. Research trends
The songs that blow up, the hashtags that go viral, and the video formats that seem to appear out of nowhere are all part of TikTok’s essence.
Paying attention to these cultural waves allows your brand to join conversations that are already happening without feeling forced.
As Rafael Kiso puts it: “On social media, it is not enough to create. You must belong.” In other words, it is not just about producing content. It is about genuinely inserting yourself into the trends that people are already talking about.
3. Produce content
Many people still believe that high production value is needed to stand out. On TikTok, the opposite is true. Spontaneous videos have a better chance of grabbing attention. The secret is to speak the language of the community and use the vertical format intelligently.
- Use your phone to record, with no need for expensive equipment.
- Prioritize short, direct, and dynamic videos.
- Use captions, on screen text, and trending songs to reinforce your message.
- Show behind the scenes or real situations from your brand to convey authenticity.
4. Monitor and optimize
There is no point in posting and forgetting. Tracking results shows what actually works. Analyzing data on views, likes, and conversions helps you adjust your campaigns, invest more in what works, and cut what does not deliver returns.
How to do it:
- Use TikTok Ads Manager to track performance metrics;
- Run A/B tests on creative elements, audience targeting, and calls to action directly within Ads Manager to validate your hypotheses;
- Monitor comments and organic engagement using social media management tools like mLabs, which allow you to cross reference organic and paid data.
What are the main features of TikTok?
TikTok has grown, and along with it, tools have emerged that go far beyond just hitting “publish.”
Want to reach more people without spending money? There is a feature for that. Want to turn organic content that took off into an ad? You can do that too. And if your brand wants to sell directly inside the app? There is a tool built just for that.
So the question is: are you ready to take full advantage of TikTok? Below, we walk you through the features that make this platform so much more than just a social network.
TikTok Ads Manager
The central platform for creating, managing, and optimizing advertising campaigns. It allows you to set up audiences, choose objectives like awareness, conversion, or lead generation, and track metrics such as CPM, CPC, and ROI.
The platform supports automated ad variation generation based on product information you provide, including product images, titles, and selling points .
How to access: Go to the TikTok for Business website and click on Ads Manager to create your account and start advertising .
TikTok Business Center
A collaborative hub for managing ad accounts, assets like Pixel, Shops, catalogs, and team permissions, all in one place. By centralizing finances, access controls, and reporting, you gain security, control, and operational efficiency.
Starting in early 2026, TikTok phased out Custom Identity, requiring all new campaigns to be launched from a verified TikTok profile. This change is part of TikTok’s F.I.R.S.T. framework (Foundation, Integrate, Roles, Spark, Track), which helps brands unify their paid and organic presence for better business outcomes .
How to access: Go to business.tiktok.com, register your organization, and invite members with defined permissions such as Admin, Standard, or financial roles .
TikTok Symphony (Creative Studio)
An AI powered creative suite that generates videos for TikTok in minutes. Simply provide a brief input such as a product description or URL.
In April 2026, TikTok announced the integration of Dreamina Seedance 2.0, ByteDance’s next-generation AI video model, into Symphony Creative Studio. The upgrade improves product consistency across video segments and delivers more natural motion, reducing manual fixes and revision cycles .
Key benefits include consistent storytelling across campaigns, faster production (compressing timelines from weeks to hours), and TikTok-first content with synchronized audio. The tool includes responsible AI safeguards such as invisible watermarking and C2PA Content Credentials.
How to access: Inside TikTok Ads Manager, go to Creative Studio to explore or generate AI powered content. Available to all paid advertisers globally.
TikTok Shop
TikTok’s native e commerce feature that allows brands to list products inside the app, display storefronts, collect orders, and facilitate direct purchases.
As of early 2026, TikTok has moved to mandatory platform-managed fulfillment in the US, requiring all sellers to use TikTok Shop Logistics Services. Options include Fulfilled by TikTok (FBT), Upgraded TikTok Shipping, and Collections by TikTok .
This change, effective February 2026, removes the ability to fulfill orders via external 3PLs or Amazon MCF. The move gives TikTok full control over the customer experience, offering faster delivery and simplified operations for sellers .
How to access: Navigate to the Shop icon within the TikTok app or access it via TikTok for Business.
TikTok Creator Marketplace (TikTok One)
TikTok’s official platform for connecting brands with creators for sponsored partnerships. As of 2024, TikTok consolidated its brand tools under a unified platform called TikTok One, with Creator Marketplace now accessed through TikTok One alongside Ads Manager and creative tools .
Creator eligibility requirements as of 2026 include: at least 10,000 followers, 100,000 or more video likes in the last 28 days, a minimum of 3 video posts in the last 28 days, and age 18 or older. The platform is available in approximately 24 countries .
Features include segmented search by niche, region, and performance, direct messaging, campaign management tools, and Open Application Campaigns where brands publish briefs publicly and creators apply to participate .
How to access: Access through TikTok One or TikTok Ads Manager, create your brand profile, verify your account, and set up payment methods .
TikTok Pulse Suite
A premium ad placement suite that allows brands to display ads alongside TikTok’s highest-performing content. As of 2026, the Pulse suite includes four distinct products:
- Pulse Premiere: Ads placed adjacent to content from named media partners including NBCUniversal, Condé Nast, Paramount, Warner Bros. Discovery, Disney, NFL, and NHL;
- Pulse Core: Ads placed next to the top 4% of trending, brand-safe user-generated content, as identified by TikTok’s Pulse Score. Includes Max Pulse, Category Lineups, Seasonal Lineups, and Custom Lineups curated with Generative AI;
- Pulse Mentions (expanding Q2 2026): Ads placed next to content where users are actively discussing a brand or its category. Currently available to US advertisers, expanding to Canada in Q2 2026;
- Pulse Tastemakers (expanding Q2-Q3 2026): Ads placed immediately after videos from a hand-selected group of individual creators.
According to TikTok’s internal data, each 1% allocation of an advertiser’s total budget to TikTok Pulse delivers 2.4% exclusive reach beyond other ad placements .
How to access: In TikTok Ads Manager during campaign setup, select the TikTok Pulse Suite and choose between Core, Premiere, Mentions, or Tastemakers .
TikTok Effect House
The official platform for creating augmented reality (AR) effects, such as facial filters or interactive mini games. It offers templates, tutorials, and a visual interface, making it ideal even for those with no design experience. Effect House allows creators and brands to design custom AR effects that users can apply to their videos .
How to access: Go to the official Effect House website, download the application for Mac or PC, and install it. Then log in with your TikTok account by scanning the QR code within the app.
TikTok LIVE Studio
Official desktop broadcasting software for live streaming, with support for multiple scenes, overlays, screen capture, and engagement metrics.
As of 2026, most accounts must meet specific requirements to go live: be at least 18 years old, have 1,000 followers or more, and maintain good account standing with no serious guideline violations .
TikTok LIVE Studio is available only for Windows and allows creators to stream from a computer while using multiple video and audio sources, including webcam inputs, screen sharing, scene layouts, and chat monitoring.
A separate tool, TikTok Studio, focuses on content management and analytics, including scheduling livestreams and reviewing performance metrics .
How to access: Download TikTok LIVE Studio from the official TikTok website, install on Windows 10 or higher, and log in with your account. Ensure your account meets LIVE requirements.
TikTok Promote
A simple advertising tool integrated directly into the TikTok app that allows you to turn organic videos into ads with just a few taps. It can be used to increase views, followers, website visits, or TikTok Shop sales.
Unlike full Ads Manager campaigns, TikTok ads require a minimum daily spend of $50 USD at the Campaign level and $20 USD at the Ad Group level, according to enforced minimum budgets .
TikTok ads operate on an auction-based model, allowing advertisers to bid for impressions (CPM), clicks (CPC), or views (CPV). Promote offers a simplified version of this for smaller budgets .
How to access: In the TikTok app, choose a video or live stream with good performance and tap the “Promote” button to configure and launch your promotion .
TikTok Marketing Partners Program
A program that brings together agencies, creators, and technology partners certified by TikTok to help brands with creation, strategy, distribution, and campaign measurement.
In January 2026, TikTok launched the Channel Sales Partner Program as part of this initiative, recognizing partners that meet technical, operational, and go-to-market standards while driving SMB adoption and investment at scale .
Inaugural Channel Sales Partners include C-4 Analytics, Diginius, LocaliQ, Logical Position, Opteo, and Scorpion, supporting tens of thousands of advertisers across North America and Europe. These partners integrate TikTok advertising directly into platforms SMBs already use, offering automated workflows and direct API integrations .
How to access: Interested brands can visit the TikTok for Business website, navigate to the “Marketing Partners” section, and explore or hire accredited partners. Agencies can also apply to join the program.
How to create a TikTok Business Account?
If you want to take full advantage of TikTok’s marketing potential, the first step is to have a Business Account. This is what unlocks extra features like analytics, advertising capabilities, and specialized tools for brands to grow.
The good news is that creating a TikTok Business Account is simple. Anyone with a personal TikTok account can switch to a Business Account at any time . Here is how to do it.
Step 1: Download TikTok
Open your phone’s app store, whether iPhone (App Store) or Android (Google Play Store). Search for “TikTok,” then tap the “Install” or “Get” button and wait for the download to finish.
Step 2: Open TikTok and go to your profile
Open the TikTok app on your phone. If you do not have an account yet, create a personal account first. Tap the “Profile” icon in the bottom right corner of the screen. You will see your profile page with your information.
Step 3: Access the settings menu
On your profile page, tap the three lines (☰) in the top right corner. A menu will appear on the screen. Look for and tap “Settings and privacy”.
Step 4: Find the business account option
On the settings screen, look for the “Account” section. Tap “Account.” You will see several options related to your account. Look for and tap “Switch to Business Account”.
Step 5: Choose your business category
TikTok will show a list of business categories. Choose the category that best describes your business. Tap on your chosen category, then tap the “Next” button to continue.
Step 6: Complete the setup
TikTok may ask for some additional information about your business. Fill in the requested information, such as business name, website, and contact details. Tap “Done” or “Finish.” That is it. Your Business Account is now created.
How to encourage UGC creation on TikTok?
UGC, or user generated content, is when your own audience creates and shares videos related to your brand, product, or service.
On TikTok, this type of content carries enormous weight. It conveys authenticity, builds trust, and often drives far more engagement than traditionally produced campaigns. Here is how to turn your audience into brand advocates through UGC.
1. Create brand challenges and hashtags
Just observe for a moment. Many of the trends that go viral on TikTok started as a simple challenge. When the prompt is fun and easy to replicate, it spreads quickly. For brands, this is the perfect way to join the conversation without feeling intrusive.
If you want to launch your first branded challenge, here is how to put it into practice, according to TikTok’s best practices:
- Create a unique, short hashtag that is easy to memorize.
- Define an action that connects to your product, such as a dance, a trick, or a transformation.
- Produce example videos to show users how to participate.
According to industry data, branded hashtag challenges are TikTok’s most powerful format for driving massive user participation, delivering 4x higher ad recall and 4.5x higher brand awareness compared to standard ad formats.
2. Offer incentives and rewards
Sometimes asking is not enough. People like to feel they are getting something in return for their participation. Public recognition or practical rewards can be the difference between a lukewarm challenge and a wave of UGC that keeps growing.
Want to see your audience more motivated? Try these forms of incentives:
- Distribute exclusive discount coupons to those who participate;
- Create contests with symbolic prizes or your own products;
- Send surprise kits or freebies to the most engaged creators.
According to TikTok’s own performance research, challenges that combine clear incentives with influencer seeding generate the strongest returns, with ROAS between 2.5x and 5x for well executed campaigns.
The long tail value of UGC that continues to circulate after the campaign ends makes the effective ROAS even higher .
3. Collaborate with micro influencers and engaged fans
Large campaigns can start on a small scale. Often, micro influencers or even loyal customers are the ones who provide the initial credibility that makes other users feel comfortable participating. It is an indirect way of showing: “If they can do it, so can you.”
Want to turn customers and fans into brand advocates? Try these actions:
- Invite micro influencers to create the first videos of your campaign;
- Encourage loyal customers to share their experiences on video;
- Use real testimonials as examples to inspire other users.
How to find influencers on TikTok?
Influencers are the face of brands on TikTok. They create trends, give voice to communities, and help businesses connect. Finding the right partner, however, does not mean just looking at follower counts.
You need to analyze data, observe behaviors, and use tools that simplify this search both inside and outside the platform. Here is how.
Analyze the data that matters
The creator with the most followers is not always the one who delivers the best results. Often, a smaller profile generates more impact simply because its community is more engaged. That is where the metrics that truly matter come into play.
- Look at engagement rate (comments, likes, and shares relative to follower count);
- Compare the average views per video;
- Assess whether the audience matches your brand’s customer profile;
- Connect each metric to your campaign goal (reach, engagement, or conversions).
Explore trends and communities
Every trend that appears on your feed started somewhere, almost always with a creator who knew how to capture the spirit of the moment. By observing trending hashtags and videos that gain traction quickly, you discover who is already at the center of the conversation.
- Search industry keywords on TikTok to see which creators dominate the conversation;
- Follow your For You Page to identify recurring profiles in viral content;
- See which niche hashtags bring up relevant creators;
- Pay attention to smaller creators connected to trends. They often have more credibility within the community.
Use support tools
The search for influencers does not have to be a manual process. There are solutions that work like a magnifying glass, helping you see deeper: who the niche creators are, where their audience is located, and whether the numbers are truly authentic.
- Set minimum filters, such as engagement above 5%;
- Segment by location for regional campaigns;
- Analyze audience authenticity, avoiding profiles inflated by bots;
- Build a comparative list to decide which influencers to test first.
How to apply affiliate marketing on TikTok?
Affiliate marketing has always been one of the most accessible models for generating online sales, and on TikTok it takes on a new dimension.
The platform combines massive reach with high engagement, creating the perfect environment for affiliates to promote products and for brands to multiply results.
For those working with this model, TikTok is one of the most common channels for scaling conversions.
Leverage TikTok Shop
If your product is physical, TikTok Shop makes the entire experience seamless. Affiliates can create videos showcasing the product and insert direct purchase links without users ever leaving the app. This is an immediate funnel that increases conversion chances.
In this case, encourage affiliates to create authentic demonstration content, unboxings, or challenges that feature the product, always using the TikTok Shop storefront to generate instant sales.
Provide creatives and guidance for affiliates
Not every affiliate knows how to position themselves on TikTok. Brands can offer media kits with simple scripts, examples of high performing videos, and ready made templates to help creators get started with confidence.
If possible, build a content library and make official brand hashtags available so affiliates can create within a consistent visual identity.
Encourage the use of trends to boost reach
Brands can guide affiliates to use trending sounds, viral formats, and participate in challenges so their content has a better chance of appearing on the For You Page.
Send a weekly list of current trends along with examples of how to integrate them into the product or service being promoted.
Who has become a reference in TikTok marketing?
There is no shortage of examples of brands that have managed to turn creativity into results on TikTok. It is worth learning from global cases that have already shown how the platform can be used to engage and sell.
Duolingo
The famous green owl has become a TikTok icon, with creative campaigns such as the “death of the mascot” that generated billion impressions.
This type of intentional virality has turned the brand into a case study in digital culture.
e.l.f. Beauty
The brand has become a symbol of modern marketing by going all in on TikTok, with strong returns in engagement and brand awareness.
One of e.l.f. Cosmetics’ biggest TikTok wins was its #eyeslipsface dance challenge. It commissioned a song based on its acronym and challenged platform users to dance to it.
e.l.f. Beauty’s chief digital officer notes that the company no longer calls itself just a beauty brand. “We are entertainment, when you really think about it. Being on these platforms requires you to have a muscle in entertainment”.
Knorr
Unilever food brand Knorr launched a “#ServingSingles” campaign tapping into the viral #DateMyFriend social trend.
The effort amplifies user generated content by using a TikTok Branded Mission to encourage consumers to nominate single friends who can cook.
R.E.M. Beauty
Ariana Grande’s beauty brand invests in tutorials, behind the scenes content, and launches connected to cultural moments such as the Wicked collection, with involvement from the singer and high impact creators.
R.e.m. Beauty launched its limited edition “Wicked: For Good” collection, which included bestsellers like the Glinda and Elphaba makeup sets featuring the brand’s hero and TikTok viral products. The collection doubled last year’s record sales at launch.
How to manage multiple profiles on TikTok?
Anyone who has tried knows: switching between accounts on the same social network, creating different content for each audience, and still analyzing metrics can become chaos. A social media management tool is the best way to centralize and automate these functions.
Adopted by over 150,000 agencies and brands, mLabs is a leading social media management tool.
With it, you can manage multiple TikTok profiles alongside other social networks, each with its own schedule and particularities, in a single dashboard.
This means you can:
- Schedule cumulative posts for multiple profiles, including diverse formats such as Reels, Stories, Feed on Instagram, and of course TikTok;
- Approve content as a team, with workflows that allow you to send posts for review via email or WhatsApp, organize demands, and simplify approvals;
- Centralize interactions, comments, DMs, and feedback in one place, making management and efficient responses easier;
- Analyze results with customizable reports and dashboards. Integration with the mLabs Analytics module allows you to consolidate and compare metrics across profiles;
- For agencies or brands dealing with multiple branches or simultaneous profiles, such as franchises or segmented corporate accounts, these features are a game changer.
Companies like franchise networks already report managing up to 650 profiles simultaneously on the platform, with over 1,000 daily posts published efficiently and with little rework .
The “secret” of TikTok Marketing lies in experimenting, testing strategies, and closely monitoring results, adjusting whenever necessary to reach more people. And to make this journey even more practical, you can count on mLabs.
Try mLabs here and take your TikTok Marketing strategy to the next level.
