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  • Writer's pictureDaren Mann

Why your TikTok Campaigns Are Failing




TikTok, one of the most talked about social media platforms, has continued to have a massive rise in popularity. The TikTok app has been downloaded and installed on devices more than 3 billion times around the globe.


Some might even say that TikTok is the new black, especially for Millenials and Gen Zers. TikTok is changing our understanding of social media, content, and how online communities function. But one more thing TikTok has had a profound impact on now more than ever is social media marketing.

Businesses are constantly trying to find new ways to gain a deeper connection and understanding of their audience; this includes the use of TikTok and jumping on recent trends to promote their products and services. Yet, more often than not, they are failing!

H2: Why should you use TikTok as part of your strategy?

A highly engaged community

TikTok users are amongst some of the most engaging and dedicated users on any social media platform, with over 32% of users spending more than 2 hours weekly on the platform; it gives you a huge opportunity to show your content to new and current users!

A truly diverse pool of content and user preferences

The app prides itself on being a platform for free self-expression and acceptance. This makes TikTok a largely informal space where you can get as creative as possible with your marketing effort.

An Innovative and rewarding algorithm

While many other social media platforms have incredibly hard-to-crack algorithms, TikTok takes a different approach. TikTok will randomly show it to 100–500 users between popular videos. This way, it can evaluate if the footage gets attention. Meaning even if you only have a handful of followers on TikTok, your video could still skyrocket to success!

H2: Why your TikTok Campaigns Are Failing.


  1. You’re not reaching your target audience.

Chances are, you are simply not connecting with the right audience that would be interested in your product or service.

For example, suppose you didn’t conduct target audience and competitor research before launching your TikTok marketing campaign. In that case, you can’t be sure you are targeting your audience with the correct content.

Consequently, your content will go right over the heads of most TikTok users because they do not reflect the right demographic for your brand. With the right amount of research into specific trends and competitors who are already killing it in the app, you’ll be well equipt to craft a practical strategy head that’s bound to turn heads.


  1. You’re Not Approaching TikTok In The Correct Way

TikTok is a new and innovative take on social media; it shines a light on every part of every person and business, especially the wacky parts. If you feel your content is not getting the attention and engagement you expected, maybe you’re not leveraging the unique TikTok culture based on authenticity, engagement, and free self-expression.

For instance, your TikTok marketing campaign might be:

Too serious and business-like.

TikTok is not the best place to practise your rigid corporate style or traditional business approach to advertising or selling. Users may see this as boring and stale, and you’ll miss the target.

Too polished and picture-perfect.

TikTok audiences value authentic, honest, and raw content. If you edit your videos too much or create an unrealistic or unachievable vision of your product/service, it will feel superficial and fake to the TikTok users.

Too controversial

Remember that TikTok cares about its community and wants to provide a safe space for people to express their identity and talk openly about their struggles. If your marketing campaign comes across as controversial, insensitive, or offensive in any way, chances are it will fail on TikTok.

The point here is, instead of being too serious, just be your unique self and unleash your quirkiness, humour, and creativity in your TikTok campaigns.

  1. You’re recycling/repurposing content from other social media.

Many marketers and business owners may feel that cross-posting between different platforms and TikTok will save them extra time. While it may be very tempting to keep you from creating additional content, the chances are this content just won’t perform.

For example, when you create content on Instagram, this content will be catered to the Instagram user, which is a very different consumer preference from TikTok.

If you genuinely want to excel in TikTok, create content solely for that platform. This way, you can nail down on your messaging and closely follow new and upcoming TikTok trends!

If you’re looking to learn more about TikTok and become the next specialist, why not read our blog, which talks about the new TikTok Marketing Education series released for businesses? Read the blog here.

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