How to Create a Successful TikTok Marketing Strategy

Jan 31, 2022

Social Media Marketing News

How to Create a Successful TikTok Marketing Strategy

A TikTok marketing strategy refers to the use of the popular social media platform TikTok as a marketing channel to promote products, services, or brands in a calculated manner. 

In this article, we will explain how TikTok marketing works and provide some tips on how to launch a successful TikTok marketing strategy in 2023, particularly for gaming companies.

TikTok marketing is important for businesses due to its vast user base. With over a billion users worldwide, it’s a massive platform for potential exposure. TikTok’s algorithm is also known for its ability to quickly surface content to users, increasing the chances of your marketing message being seen by a large audience. 

TikTok also encourages creativity and authenticity in content creation, allowing brands to connect with their audience on a more personal level. This leads to trends and challenges – which TikTok is known for. Participating in these trends can help brands gain visibility and engagement.


TikTok’s user base skews younger, which aligns with the demographics of many gamers. 

Gaming content is inherently visual, making it well-suited for a platform that relies heavily on short video content. Gamers also tend to be highly engaged with online content, and TikTok’s algorithm rewards engagement, making it an ideal platform for gaming companies. 

TikTok also provides a space for esports organizations and game streamers to share highlights, behind-the-scenes content, and engage with fans.

As an extension of the potential exposure creators can generate from TikTok, TikTok Shop allows gaming companies to showcase and sell merchandise and in-game items more directly to their targeted audience.

TikTok harbors many types of ads which need to be understood when formulating a TikTok marketing strategy. 

In-feed advertisements encompass a range of promotional content tailored by advertisers themselves. These ad formats encompass image ads, akin to digital billboards; video ads, resembling television commercials; and spark ads, designed to amplify the visibility of existing content within more users’ feeds. 

TikTok marketing strategy - in-feed ads

Additionally, there are specialized ad types known as Pangle ads and carousel ads, exclusive to TikTok’s Audience Network and News Feed applications, respectively.


Topview ads command viewers’ attention upon app launch, akin to unskippable YouTube ads; branded hashtag challenges, featuring an actionable hashtag closely linked to the brand; and branded effects, such as stickers and filters, that augment user interactions.

TikTok marketing strategy: topview ads

To make use of TikTok’s ads to spearhead your TikTok marketing strategy, you first need to create a TikTok account. Creating a TikTok account is a straightforward process. 

  1. Download and install the TikTok App via your device’s app store.
  2. Open the TikTok App once it’s installed.
  3. Tap on “Sign Up” to create a new account.
  4. Once you’ve input your information, you’ll be prompted to set up your profile. This includes selecting a profile picture (you can take one with your camera or upload an existing photo.
  5. Discover Content: TikTok will present you with a feed of popular videos and trends. You can start watching and engaging with content immediately.

Now, you’ve successfully created your TikTok account. You can now explore, create, and share videos on the platform, with the latter being your TikTok content strategy. However, you need to create a TikTok Business Account to access TikTok Ad Analytics.

Creating a TikTok Business Account:

  1. Create or Log into Your TikTok Account
  2. Tap the three vertical dots in the top right corner to access your account settings.
  3. Scroll down in the settings menu and tap on “Manage Account.”
  4. Tap on “Switch to Pro Account.” TikTok offers two options: “Creator” and “Business.” Choose “Business.”
  5. Choose Your Category: Select a category that best represents your business. You can choose from options like “Public Figure,” “Media,” “Retail,” and more.
  6. If you have an Instagram or Facebook account associated with your business, you can link it to your TikTok Business Account. This helps with cross-promotion.
  7. Read and agree to TikTok’s terms and privacy policy.
  8. Complete Your Profile: Add your profile picture, contact details, and any other relevant information about your business.

Accessing TikTok Ad Analytics:

Once you have a TikTok Business Account, you can access analytics for your TikTok ad campaigns to help aid your TikTok Marketing Strategy:

  1. To access ad analytics, you’ll first need to run a TikTok ad campaign. You can do this by going to the TikTok Ads Manager platform ( and creating a campaign there.
  2. Set up your ad campaign by defining your target audience, ad creative, and budget. Launch the campaign.
  3. After your campaign is live, you can monitor its performance by logging into TikTok Ads Manager. Here, you’ll find detailed analytics related to your ad campaigns, including metrics like impressions, clicks, video views, engagement, and more.
  4. Use TikTok’s analytics tools to assess the effectiveness of your ad campaigns. You can see which ads are performing the best.


Brand your TikTok account 

Establish a clear identity of what you want your gaming brand to communicate to your audience. Using a logo or profile picture, your language, thumbnail type, and biography communicate this brief information to casual users.

Segment and target your specific TikTok audience 

You must understand who you want to target with your content. Targeting the correct users with your brand will increase the likelihood of sales or subscriptions for your brand.

Create high-quality TikTok videos

Users will be more interested in professionally created content, as it is more visually appealing. Make sure content is posted regularly and test out different video types to see what resonates with your audience. Try trending sounds, different video lengths, and different styles of videos trialing a product or service you may be selling.

Influencer collaboration

Partnering with gaming TikTok influencers can be highly effective in reaching niche audiences and increasing brand awareness.

Use TikTok’s ads to increase the visibility of your content

Monitor TikTok analytics to track performance

Keep up-to-date with TikTok trends

See if whatever is trending on TikTok’s homepage is relevant to your gaming brand and can be adapted to promote your product or services. Ideally, follow gaming influencers to adjust the algorithm to be relevant to a gaming company’s research needs.

In summary, having a TikTok marketing strategy has become essential for businesses as TikTok has a massive user base, high engagement rates, and provides diverse creative opportunities. The rise of TikTok among gaming companies can be attributed to its alignment with the gaming audience, its visual nature, and the platform’s features that facilitate product promotion and engagement with gaming enthusiasts.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blog.

@ Socially Powerful



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James Hacking


Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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