How to grow your brand on TikTok in 2023

Love it or hate it, TikTok has become one of the most important platforms for businesses and marketers in recent years. And if you’re aiming to connect with younger demographics, you can’t just ignore it.

However, as everyone’s boarding in, growing your brand on TikTok isn’t as easy as it was two years ago. Yes, just two years! The competition is much tougher today. But don’t worry! You can still grow your brand’s reach in 2023, and gain more followers and views if you put in some extra effort, but correctly. The question is, how?  

In this comprehensive guide, we help you navigate the nuances of TikTok and harness its potential for substantial channel growth. Whether you’re a novice stepping into the world of TikTok or an established brand looking to expand your digital footprint, you can incorporate these strategies to drive your TikTok success.

Here’s what you should do to grow your channel on TikTok in 2023: 

Niche down

The key to exponential TikTok growth lies not in appealing to everyone, but in carving out a niche. This may seem counterintuitive, given that more followers usually equates to more views. However, the reality is that a well-defined niche often has a more dedicated and engaged user base.

Consider you run a fashion store and you want to appeal to people following TikTok fashion. Unfortunately, the hashtag #fashion boasts over 188 billion views. For a fashion brand or channel, breaking into such a saturated market might be challenging. Hence, targeting a sub-niche such as street style or mid-sized fashion can set you apart and ensure better visibility. You can narrow things down to your core offers. Always keep your audience demographics in mind, analyzing what content resonates with them, and frequently check your competition for inspiration.

Time your posts strategically

TikTok’s engagement is heavily influenced not just by what you post, but when you post. According to a HubSpot survey, the prime times to post on TikTok are between 3-6 PM and 6-9 PM, with Friday and Saturday being the most favorable days. Conversely, avoid posting during the mornings and early afternoons, particularly on Monday and Tuesday.

Collaborate with duet and stitch:

TikTok’s unique features such as Duet and Stitch provide opportunities for collaboration and wider content visibility. Engaging with popular videos in your niche by adding your commentary or reaction can significantly improve your reach. Encourage other users to Duet or Stitch with your videos for interactive brand promotion. An effective example of this is Tesco’s challenge for users to become the new voice of their checkout machine, which yielded millions of views and thousands of submissions.

Challenges – participate or initiate:

TikTok challenges have the potential to catapult your follower count. Opt for challenges that align with your brand and remember to add a unique twist to set your content apart. Alternatively, creating your own challenge can work wonders, as demonstrated by Chipotle’s successful #LidFlip challenge.

Harness trending sounds and songs

Sound plays a pivotal role in the TikTok user experience, with 88% of users affirming its importance. The TikTok algorithm favors videos with trending sounds, and users prefer branded videos featuring popular songs. Use TikTok’s Creative Center to find trending sounds and songs daily, thereby enhancing user engagement.

Leverage cross-promotion:

Cross-promoting your TikTok content on other platforms like Instagram or YouTube can greatly expand your reach. However, Instagram does not promote content with a TikTok watermark, and video length on Instagram Reels is capped at 60 seconds, while TikTok allows up to 10-minute videos. Consider these factors when repurposing content across platforms.

Last and most important: consistency 

Consistency is the linchpin of any successful social media strategy, and TikTok is no exception. Regularly posting content keeps your brand at the forefront of your audience’s mind and significantly improves your chances of being discovered by new users.

Adopting a consistent schedule does not just mean posting often; it also includes maintaining a consistent theme and style across all your videos. This helps build a recognizable brand identity that viewers can quickly associate with your channel.

However, achieving consistency doesn’t mean you should compromise on quality. Striking a balance between consistent posting and high-quality content is crucial. Monitor your performance regularly and take note of which types of content drive the most engagement. This feedback will help you fine-tune your content creation process and effectively allocate your resources.

Don’t forget to remain consistent in engaging with your audience too. Regularly responding to comments, participating in relevant discussions, and acknowledging followers can help foster a sense of community around your channel. This consistent, two-way interaction between you and your viewers not only boosts engagement but also builds a loyal following, contributing to long-term channel growth.

Ultimately, consistency is about making a commitment to your TikTok channel and your audience, demonstrating that you are reliable and dedicated, qualities that are bound to attract more followers and enhance your overall TikTok growth.

To conclude

Remember, the heart of successful TikTok growth is quality content. While these strategies will boost visibility, ultimately, the power to sustain and increase followers lies in delivering content that truly speaks to your audience. Put your audience at the center of your content strategy, creating engaging and resonating content to ensure sustainable TikTok channel growth. Most importantly, rather than boasting how good your brand is, tell your audience how it can help them.