TikTok – The Fastest-Growing Social Media Platform
TikTok takes an innovative and creative approach to online content sharing, allowing users to create short videos with music, filters, and several other features. Users are encouraged to be as creative as possible when producing their content. The genres range from funny and shocking to heartwarming stories.
Since the audiences on well-known platforms like Facebook and Instagram are typically over 18 years old (and on Facebook often even older), it was only a matter of time before an app emerged tailored specifically for Generation Z.
HOW BRANDS AND COMPANIES CAN USE TIKTOK
This step-by-step guide shows how companies can register on TikTok and get started immediately:
- Create an Account
Start by setting up an account with a username. At the moment, the username cannot be changed later. Add a meaningful profile description and link your website as well as other social media channels to make it easier for followers to find and connect with you on other platforms.
Be creative with your profile picture—choose something that fits your brand or company, but also aligns with TikTok’s playful nature. A good example is Mercedes’ profile picture for November, referencing the globally recognized "Movember" campaign, during which men grow mustaches to raise funds for charity. - Switch to a Pro Account
After creating an account, you can switch from a personal account to a Pro Account. Go to the menu and click on Manage My Account. This step is recommended, as it lets you choose from categories such as Public Figure, Education, Media, Music/Dance, Beauty/Fashion, Health, and more.
The main benefit of the TikTok Pro Account is access to analytics, offering detailed insights into the performance of your videos and follower behavior. - Create Your First TikTok Video
Once the first two steps are done, you can start producing your first TikTok video. Ideally, videos should be recorded in vertical format (1080 x 1920).
The content should be relevant and entertaining for your target audience, and encourage participation or replication. Remember: entertainment is the top priority on this platform. - Enhance Your Video
When uploading a video, you can adjust speed, orientation, and add filters, music, effects, text, or stickers. You can also choose the volume, as well as a cover image (which can even appear as a GIF in the feed). Finally, add a short description, tags, and hashtags.
As with other platforms, the rule is: Content is King! - Boost Reach with Influencers & Ads
To expand reach, consider working with influencers. Brands can also purchase advertising space on TikTok; however, in Germany this feature was not yet available at the time of writing.
MARKETING TO GEN Z ON TIKTOK
All influencer marketing techniques that have proven successful on other video-based platforms can also work on TikTok—when done right. If your product matches the influencer’s audience, you’re already one step closer to success.
Brands should encourage influencers to create authentic videos in which they actually use the product. It’s essential that the influencer and brand align, because authenticity must remain the priority. It has little to no value to push influencers to promote products that don’t fit their image.
When executing campaigns, give influencers complete creative freedom—they know their communities best. TikTok users value originality and fun over high production quality, which makes the platform unique. More important than professional video editing is responding quickly to short-lived trends and creating varied, engaging, and relevant content for your audience.
VIRAL CONTENT IS THE KEY TO SUCCESS
Viral, funny, and refreshing content is the ultimate key to success. Whether you’re a brand or a business, always keep this in mind. Don’t just jump on every trend—approach topics from a fresh angle and set trends yourself.
A great example is MAC Cosmetics’ successful TikTok campaign #YouOwnIt, developed with international agency Pulse Advertising. Launched during New York Fashion Week, the campaign aimed to stand out from the crowded cosmetics market by promoting diversity, expression, and individuality.
To kick off the challenge, nearly 20 influencers from Mexico and the U.S. were recruited to show their transformation from "the girl next door" to a runway beauty using MAC products—documented via TikTok.
These influencers then encouraged their followers to create their own videos. The campaign has generated 2.4 billion video views so far, successfully introducing Generation Z to MAC products in a playful, authentic way.
CONCLUSION
TikTok is still a young platform where many formats are being tested and experimented with—and that’s a good thing. Opportunities like this don’t come around often. With TikTok, marketing is being redefined.
Brands and companies now have a huge opportunity to connect closely with Gen Z and become part of their everyday lives. The winners of Social Media Marketing 2.0 will be those willing to take bold steps and embrace authentic, native, and emotional content.
