How to build a successful TikTok marketing strategy

Leveraging TikTok’s unique dynamics to drive awareness, engagement and conversions

This article argues that marketing on TikTok remains a high-potential channel — not just for Gen Z — and outlines how brands and creators can build an effective, sustainable strategy by understanding the platform, defining clear goals, producing consistent content and preparing for its evolving landscape.

Key takeaways

• Broad audience potential: TikTok’s user base is expanding beyond younger generations, making it relevant even if your ideal customer is older than Gen Z.
• Organic as the foundation: Before relying heavily on ads or influencer collaborations, build an organic presence with consistent posting and engagement.
• Know the content types: TikTok supports videos, carousels, text posts, Stories and Live — and each has specific best-practice tips for usage and performance.
• Master the algorithm and analytics: Understanding how TikTok surfaces content (via interactions, video info, device/account data) and digging into your analytics is key to optimization.
• Strategy in six steps: The article presents a step-by-step plan: define niche/audience/goals → set cadence → schedule content → join trends → engage audience → measure & refine.
• Best practices for long-term growth: Building episodic content series, leveraging TikTok SEO, hooking viewers early, preparing for platform changes — all contribute to sustainable success over viral moments.
• Prepare for the future: TikTok’s business environment and platform features may shift, so backing up content, diversifying platforms and remaining adaptable are smart moves.

Get the full story at Buffer