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Digital Marketing: TikTok 101

TikTok has been downloaded 13 billion times and currently has 1.39 billion active users. Marketing via the TikTok app is a new way to raise brand awareness. What exactly is brand awareness?

Brand Awarennes

Brand awareness refers to people's awareness of a brand when they are aware of it—good branding will make people believe in the products they have or the words others give rise to trust.

Why TikTok?

  • TikTok was founded in 2016 in China
  • TikTok became well-known globally in 2017
  • TikTok users increased by more than 500 million globally in 2019-2020
  • TikTok has been downloaded 13 billion times so far
  • TikTok has been named the World's Most Valuable Startup

TikTok Charasteristic

For Your Page (FYP)

Homepage that displays random videos from previously unfollowed brands or products.


The video will be watched by many people, and if the feedback is positive, TikTok will share it with even more people. As a result, the content will go viral.

Video structure

It is of good quality and has a duration of 10 seconds to 10 minutes (HD).

Content type

Entertainment and Valuable.

Understanding the target audience for a TikTok campaign

A common mistake made by business owners is failing to clearly describe the target audience. The target audience is a group of people who have the potential to want and purchase your product—the target can be identified based on factors such as gender, age, hobbies, location, income level, and so on. Mistakes that are frequently made when describing the target market, such as having an overly broad audience.

Definition of Target Audience

Understanding the target audience can aid in the communication of the desired product. Some examples of target audience indicators include:
  • Gender
  • Age
  • Income
  • Lifestyle
  • Favorite

Get Into Your Customer’s Mind

  • What types of content do customers enjoy?
  • What are the most popular things on social media?
  • What types of influencers do customers prefer?
  • What is the language style, and how do you communicate?

Part of TikTok


In this section, you must entice the audience. Can be used by asking a video question at the start or providing an interesting title.


By paying attention in the middle of the video, you can entice the audience to keep watching until the end.

Call To Action (CTA)

Make calls for follow-up, including: Follow for more!, Check TikTok shop!, Like and share!

Creative Tips

Give a key message or role that you want to convey on a piece of content or content created by you. Don't forget the Content Pillars which represent the hallmarks of branding to be recognized by the audience. Some examples of content pillars are how to mix and match clothes, fashion tips in general, hard selling, and funny content that follows trends. Finally, there are "Creative Blocks." Here are some strategies for breaking through creative blocks:
  • View other TikTok accounts
  • Searching for references on social media
  • Save interesting videos
  • Create a video from the saved video

Source: Workbook "Mengenal TikTok Untuk Brand Marketing Bisnis Mikro", Agatha Oktavina.