By Erin Rodrigue

TikTok is proving to be a major marketing heavyweight as more brands leverage the app to find and delight their audience. If you‘re a brand trying to find your footing on TikTok, you’ve come to the right blogger.

I spoke with social media expert Annabelle Nyst, former senior marketing manager for HubSpot‘s brand social channels and current social media content manager G-P.

But before we get into her insight, let’s go over a few things.

Table of Contents

• How TikTok Can Help Your Brand
• TikTok Marketing Strategies
• 5 Tips for Building a TikTok Strategy

How TikTok Can Help Your Brand

One of TikTok’s most obvious benefits for brands is its ability to boost brand awareness and discovery. As of 2025, TikTok is estimated to have over 2 billion users, which is a lot of people who can potentially see your brand.

Even better, more and more consumers are learning about brands’ products and services through the platform. In one of our recent surveys, 47% of consumers prefer discovering new products via short-form videos like TikTok.

TikTok can also help you build a community around your brand. Take Gymshark, a fitness apparel company, for example. The England-based company gained a huge following on the platform by teaming up with micro-influencers, sharing relatable memes, and creating challenges that engaged its audience, fostering community.

The brand faced the challenge of competing with massive brands like Nike and Adidas, both of which have more brand recognition and larger budgets than Gymshark. However, by community building, Gymshark has amassed almost as many followers as both competitors.

Furthermore, if you‘re looking to tap into Gen Z, a generation with significant buying power, then there’s no question your brand should be on TikTok. According to Statista, 78% of Gen Z social media users in the U.S. use TikTok.

TikTok Marketing Strategies

I‘ve seen brands use various strategies to market themselves on TikTok. Here are a few successful strategies I’ve noticed.

Influencer Marketing

When TikTok gained major traction in 2020, brands struggled to adapt to the creator-driven platform because TikTok users value authenticity and content from real people more than brands.

So, like Gymshark, brands began collaborating with influencers, and to this day, it‘s one of the platform’s most tried-and-true strategies. Influencers can humanize and introduce your brand to their audience, thus expanding your reach.

If you‘re working on a tighter budget, consider working with micro-influencers, creators with between 10,000 and 100,000 followers. They’re typically more affordable than macro-influencers and celebrities.

They also tend to have a tighter-knit community and stronger bond with their followers than influencers with larger followings, so they’ll be more likely to foster community around your brand.

Tutorials

Posting tutorials is a great way to establish authority and trust in your brand. They show that your brand is knowledgeable in its industry and can highlight your products’ many uses.

…read more

Source:: HubSpot Blog

Author: Aaron