TikTok Marketing Strategy: Essential Tips & Tricks For Your Brand | Sue Keogh | Skillshare

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TikTok Marketing Strategy: Essential Tips & Tricks For Your Brand

teacher avatar Sue Keogh, Director and agency owner, Sookio

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (34m)
    • 1. Introduction

    • 2. Using TikTok For Marketing Success

    • 3. Understanding the Three TikTok Pillars

    • 4. Creating Organic Engagement

    • 5. Turbocharging Your Results

    • 6. Forming Creator Partnerships

    • 7. Beating the TikTok Algorithm

    • 8. Analyzing the Analytics

    • 9. Final Thoughts

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About This Class

Create a stellar marketing strategy on TikTok with director and agency owner, Sue Keogh! 

TikTok continues to grow at a phenomenal pace, which can be intimidating for brands wondering how to navigate the platform. Join Sue as she walks you through how to integrate TikTok into your marketing strategy and build upon your success. 

Together with Sue, you will learn how to:

  • Build an organic community on TikTok
  • Work with influencers on the platform
  • Use paid campaigns to get faster results
  • Interpret the TikTok algorithm
  • Utilize hashtags 
  • Measure results for continued success 

Whether you are new to TikTok or interested in bolstering your TikTok marketing strategy, this class will provide you with the tools to develop a TikTok marketing strategy that works for your brand. 


Sue’s class is designed for employees on marketing teams, but all students are welcome to enjoy. 

Meet Your Teacher

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Sue Keogh

Director and agency owner, Sookio


Hi everyone!

I'm Sue Keogh, founder of an award-winning UK digital marketing agency and a content producer for the BBC, ITV, Magic FM, Yahoo, AOL and more.

I love sharing my knowledge and experience with others, and have trained thousands of companies and business leaders around Europe in all aspects of the digital landscape. People like the University of Cambridge, Sony, and the UK government.

Now, with the power of Sookio School - and Skillshare! - I'm going to share this knowledge with you!  

The courses I have created are all designed to help you learn valuable new skills. They're full of helpful hints and expert tips and will give you the boost you need to help your business grow.

I hope you enjoy my courses – and I look forward to... See full profile

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1. Introduction: TikTok works because it's so interactive, it's so fun and you get to create shareable content with the people that you're marketing to. It's not a one-way broadcast like marketing used to be. It gives your content much more life way beyond your campaign. Hi, my name is Sue Keogh and I run an award-winning digital marketing agency in UK and people know me as an expert in digital content. In this class, we're looking at how to use TikTok as part of your marketing strategy [MUSIC]. TikTok is particularly good for fashion, retail, leisure, gaming, sports, all of those sectors. The platform is growing at a phenomenal pace. You've got around 28 percent of users being under 19 and then about 35 percent up to 29 years of age. You can see how that's a very attractive option for brands who are trying to reach that younger audience. This class is ideal for marketing teams, If you want to get started with TikTok but you're not really sure where to start. I'll be talking through the three pillars of your TikTok strategy, that's building an organic community, using paid campaigns, and working with influencers to get you faster results. Once you've decided on the best way to use TikTok for your brand, you'll want to know if the activity is working out for you. I'll be explaining what TikTok algorithm, the best hashtags to use, and what you need to know about TikTok analytics so you're all set to measure results. I've got loads of case studies as we go to give you lots of inspiration. There will be activities at the end of each lesson, and we've got a worksheet that you'll be filling in and this is where you'll be noting down all your thoughts from each activity, which will help you build a framework for your TikTok strategy and at the end, there is a project where you can put it all together and if you upload this into the project gallery, I can give you loads of helpful feedback as well and this is your chance to build a community through fresh and exciting and fun content. All set, let's dive in. 2. Using TikTok For Marketing Success: I'm going to kick off with some inspiration showing you a brand who's used TikTok for multi-channel marketing success just to get us all in the mood of how you can use this channel so well. Like a lot of businesses, MAC Cosmetics has spent years, billions of dollars building up all these social media communities on places like Facebook and Twitter and Instagram, which would be fine, except those users start growing up, so all these Facebook users were posting pictures of their babies on Facebook in the earlier years. Now they're older, and they don't want to be seen on these social media platforms as their parents. All of these younger people are starting to use TikTok. There's such a strong case for these very established brands to be going to these platforms where the younger audience is starting to come through, so enter TikTok. What I'm going to show you is a really strong example from MAC Cosmetics to show you how they've used TikTok as part of their existing marketing strategy. As we look through their feed, you'll see beauty hacks. You'll see loads of attention grabbing before and after transitions. They've got lots of tutorials on primers and foundation and blushes, all that stuff. There's also lots of influencer content. You can really see this diverse mix with people that they feature. It gives a nod to them being a bit of an inclusive brand, which is something that they know is going to appeal to that younger audience. But no social media channel is in isolation, and they know that younger people are skipping backwards and forwards from TikTok to Snapchat, to WhatsApp messages, all the time without really skipping a beat. The campaign I'm going to show you for Mac, really builds upon that and recognizes the typical behavior patterns of the audience. I'm just going to walk you through the campaign they did for Love Me Liquid Lipcolour [LAUGHTER] which is a fun one to say. They did this thing that was really clever, which was mixing TikTok with Snapchat and Spotify. It wasn't even just all on social media, they went beyond that. There's a lens on Snapchat that allowed you to use 20 different shapes of this lip color and match it with your outfit. TikTok, they stripped it back a little bit, so they just had four different shades. But you could layer them over your face and your outfit, so it's like filters, so you can match the product with what you are wearing. But then lovely thing they did, they also tied it in with Spotify. They had all these really feel good, fun playlists that got people in this positive mood. It's really recognizing this flighty behavior on people nowadays where they move from one platform to the next. It had a really positive result in terms of sales for them. To really catapult it's success, they also use some really popular hashtags, so that meant that the content got seen more widely and also enabled people to be a bit more in on the act as well themselves, so they would create some posts and they'd use these hashtags. Then also they bought into the offline world, so they had special QR codes. It wasn't just about buying makeup online, it also meant that if you went into the store, you could use this QR code and you could take that lip color that matched your outfit when you're looking at it online and then actually go into the store and buy it there and then. Why is it so effective? Well, first of all, it was really simple. It was fun for users to create content, but they also wanted to as well. There was this seamless flow from digital platform to digital platform, which was really effective and really powerful. But then they also took that step further, so it was this mix between online and offline. Users were involved and also buying products in all these different areas. What were the results? You are in marketing, you are a strategist, you want to get results article list. TikTok is fun, of course it's fun, but at the end of the day, it's got to generate some return on investment. This campaign really did for Mac. There were 1.8 million users reached and the 174,000 video views. The engagement rate was around six percent and there was a lift in purchase intent of nearly four percent. It really generated a solid return for the brand. It's time to go to your worksheet, and I've got an activity for you. We've just been talking about how TikTok fits in alongside your established marketing platforms. I'd love you to put some thought to the role that TikTok is going to play for you. Maybe you use LinkedIn already and Twitter for these more sensible newsy updates, and over on TikTok, that's where you're going to have a bit of fun, or maybe you do lots of events. Then TikTok could be a brilliant platform for you to help people show a bit more of their creative side. Just think about the role that TikTok is going to play in your own marketing strategy. 3. Understanding the Three TikTok Pillars: In this lesson, we're going to break down the three pillars of your TikTok strategy, and that's organic beats, paid peaks, and creator partnerships. I don't know about you, but I love these fresh phrases that are coming in. It all of a sudden makes the other social media platforms feel a bit old hat. TikTok, they call it, they're always on strategy, and this is a way of thinking. It's a slightly different mindset. You need to be creating this content that's continually going strong and continually keeping people interested. I'm going to give you a quick overview of these three pillars, and in the next few lessons, we'll really break it down in more detail, so you'll get a full overview of the different tactics that you can use. Organic beats. Once you've got your business account setup, you've got all of those usual elements like your profile picture and your bio and all of that information, then you can set about creating content. Let's not forget here that it's a slightly younger audience, they want that steady stream of content coming out. I love this phrase, organic beats, because it's like this regular drumbeat of interesting content that's going to be keeping people engaged. While you're doing this, you're also building up a really good picture of your audience giving you loads of data and information about their interests, their behavior, this content they want from you, which means that then you're ready for paid peaks. This is another lovely TikTok phrase, it's a paid campaign activity. One of the thing that I find interesting about TikTok is that it really encourages you to do the organic stuff first before diving straight in to the paid campaign activity. The third component part of your TikTok strategy is creator partnerships. TikTok is hugely creative and there's a whole bunch of people out there that you can collaborate with, so that you're instantly in sync with their communities. The best thing is that there's this creative marketplace on TikTok to help you connect. As you scroll through, you'll quickly see that the most popular categories are things like gaming, like beauty, fashion, comedy, all these sorts of things, and so if you are a brand that taps into these categories, then you'll instantly you're going to become much more visible and you find that the content that's tailored to these audiences is going to scale very naturally on TikTok. If you base your TikTok strategy on this three-part framework, you're going to find that you are much more successful, much more quickly than if you just try to do the same old thing that you've been doing already on Facebook and LinkedIn, and all these other social media platforms. Now it's time to pause for thought and go to your worksheet and note down your own brand objectives in using TikTok. Are you going to focus on organic peaks? Is it going to be paid peaks, all of those amazing paid campaigns, or are you going to go straight in there and go for creator partnerships, which will really get you connecting with a whole new audience? 4. Creating Organic Engagement: In this lesson, we're going to talk about organic engagement on TikTok. This is so important as part of your TikTok marketing strategy, because it's this continual drumbeat of content that keeps you front of mind with your audience. It's a similar mindset to how a lot of brands use Instagram stories so in a way that feels more spontaneous to the content they put on the main grid. So, it's more off the curve, it's more authentic. Quite often they go behind the scenes, so it's more rough and ready. It's that similar feel and it allows you to come across as a brand. It's got this slightly more authentic side to the more polished presence that you might have on other platforms. This is the activity that's going to keep your followers interested and excited and engaged and hopefully sharing your content, so amplifies the reach as well. I'm going to give you an example of Lululemon, the fitness brand, to show you what they do on TikTok to give you a few examples of all this in practice. As you can see, they have this really steady stream of content. There's a lot of organic activity going on and they show off products, they share fitness tips as well, so it's this mix of the commercial and the useful, all in one. There's lots of interaction in the comments as well and they take time to respond, which is really, really important. Otherwise, customers, users, followers, they don't feel listened to. They frequently use hashtags like, the sweat life, and so because they came up with this hashtag, they need to use it quite a lot before people become familiar. But because they use it so much then they are and people start using it themselves. They are also very good at jumping on popular hashtag trends, so you've got yoga pose challenge. Don't do what a friend of mine did. She did a TikTok handstand challenge, and fell over, broke her toe. [LAUGHTER] So, do take caution when you try these things. They've also got a good awareness of memes and music choices as well. [MUSIC] Wow, I'm so proud of you. It's not a bad thing on TikTok to look for a bit and to see what the trends are before you start creating your own organic content. Let me give you some tips for organic success on TikTok. The first one, can't stress this enough, you need to grab people's attention in the opening seconds in your video content. Otherwise, they'll just scroll onto the next video and they won't stick around. This is really important for the TikTok algorithm, which I'll be coming to, later on. The next thing is about building a connection with the audience. If people reply in comments, then try and respond back. It's really important. Try and plan for content ideas that will run and run, so not just one TikTok that you will make once, and then that's the end of that, everyone goes home. Try and come up with something that you can really build upon over time. Then lastly, think about resources. What I see happening quite a lot with TikTok is that one person in the team really gets it and nobody else is really sure what they're up to and then that person moves on, so make sure you've got some brand guidelines in place, some content plan, so that your TikTok success once it started rolling, then you can continue on and on, even if you've got changes in the team. In the spirit of coming up with content ideas for TikTok which will run and run, I've got another activity for you. What are those opportunities that you've got right under your nose to come up with good content for TikTok? It could be about people. Maybe you can get your team involved. It could be about place, so maybe you've got an amazing venue or workplace. Or it could be about products. What fun can you have with the products that you sell, that will lead to a brilliant series of content on TikTok? 5. Turbocharging Your Results: In this lesson, we're going to look at turbocharging your results through paid peaks. As you'll know, social media is a brilliant way to build communities over time. But quite often you want to accelerate results and particularly on TikTok where you might feel like, well, we've done all of that on Facebook and we've done it all in Instagram, we've done it all on Twitter. Sometimes you want faster results. What works on TikTok is real short bursts of quite intense activity. In some of the campaigns I'm going to show you, you'll see that actually the campaign only last about six days. It really is quite a short, intense amount of activity rather than this long-drawn-out campaign over several months. Like Adidas for example, you look them up on TikTok and they're hardly following anyone. There's hardly any organic activity there. But what they do, do is take a whole big-budget throw it to TikTok for very short amount of time, and then generate lots and lots of activity. But it feels to me like they've done all the hard work over the years, building up the communities. With TikTok, they're going straight into the paid campaign activity. But thinking about your own brand, maybe you don't feel ready to do this yet or you've got budget tied up in other platforms, you can still learn some new approaches that other brands are taking and use some of these trends and techniques in your organic activity. I'm going to use Samsung as an example of how to run a paid campaign on TikTok using the MakeMomEpic campaign, which ran for a very short space of time in a runner to Mother's Day. The advice from TikTok themselves is don't make ads, make TikToks. As you can see with Samsung, they've really taken the idea and run with it and it's such a brilliant way to reshape your thinking. It instantly makes you feel more creative, more fast-paced, more fun. It's a shift in thinking from, say, nearly part of my career where ad campaigns with so much more polished, so for example, if you think about the big perfume campaigns and run it to Christmas, huge big-budget affairs with these top models and very polished, whereas the TikTok ad campaign is completely different in look, feel, tone, pace everything. Let's talk through some of the paid features that Samsung used in the MakeMomEpic campaign. First of all, they used in-feed ads. This is where you can integrate the content into users for you feed, which is the content that comes up first when they open TikTok, and so you're thinking about 60-second ad here. But as I said before, you need to really try and grab people's attention in the opening seconds. They also did a branded hashtag challenge. This is a brilliant place to start if you do go into paid campaigns on TikTok. Not least, because 35 percent of users say that they take part in them. There's a real opportunity here to get users to be very creative and to engage with you. Hopefully to click through to a dedicated landing page where they'll go on to buy your product. Then you've also got branded takeovers. These are a little bit more of a premium option. TikTok only allows one per day. As you can imagine, it takes quite a sizable chunk of budget, so I wouldn't recommend that being a place to start when you're first getting into it. Then you've got top view. A top view, it's like a brand takeover, but it only appears after three seconds, so it's still very powerful. It's going to grab people's attention. They have just opened TikTok and a couple of seconds in, then outcomes your ad, your campaign. It's a really good way of getting in there for you feed. The opening seconds and all of these is really critical. But then you've also got branded effects. Again, another chance for everybody to have fun. You've got stickers, you've got filters, you've got all sorts of options for users to layer fun visuals over their own video content. Samsung didn't use this in the MakeMomEpic campaign, but they did use it to great effect on their video snap challenge, which encouraged people to use the different features of this new camera as part of their video content. Because it is so collaborative and fun then it really incentivizes people to take part. Another nice thing of branded effects is the way that it gets around the language barrier. If you're quite a global brand, then they can skip over borders. People don't need to be able to speak the language that you speak, to be able to be part of the fun and the action and the campaign. What if you don't have any budget and not every brand starts with loads of budget to throw a different platform or maybe you want to try it a little bit cautiously at first. While TikTok really encourages you to start organic and build up lots of data. This means that when you do decide to go for a page peak, then it means that you're spending your money really wisely and you've already studied the audience and their behavior and identified what's going to work. The other way that you can be part of these paid campaigns is simply through learning and getting inspiration, so keep your eyes open. Look around at the other brands, see what they're doing, and see what ideas and approaches you can use as part of your organic activity. Let's have a little activity, and thinking about the different options for paid campaigns, which ones would really bring results for your brand? We've got in-feed ads, we've got hashtag challenges, we've got branded takeovers, we've got top view, we've got branded effects. There's so many options, so which ones would be really effective for you? 6. Forming Creator Partnerships: In this lesson, I'm going to tell you how to use influences to target new audiences. A big worry among marketing people I speak to is getting Tiktok wrong. There's this feeling that the audience is very marketing, survey, slightly cynical, they'll spot fakery a mile off. Sometimes there's an age difference between the people developing a strategy and the consumers themselves. You don't want to get it wrong, you don't want to miss that, and you don't want to end up going viral for all the wrong reasons. As a result, it means a lot of brands are feeling bit hesitant about using TikTok, which is a real shame because it means you're missing out on this huge potential impact you could be making. This is where creative partnerships come in, and it's another nice bit of TikTok terminology that they're calling people creators, not just users or consumers. It's another part of this new terminology that TikTok uses, it just feels really fresh and positive. This is your opportunity to bring some natural authenticity to your campaign. You're connecting up with the people who speak the language of the community that you're trying to reach. They understand the memes, the dance moves, the ways of speaking, all these things that are front of mind with the people that you're trying to reach. Taking it to the next logical step, It means that by forming these partnerships, you're going to be on your way to building that bigger community and making more sales. The good news is the TikTok makes it really easy for you. They've created this whole Creator Marketplace where you can connect with the right people who are going to be in sync with your brand. We had a brief walk-through earlier and let me just run through in a little bit more depth. As you scroll through the creator marketplace, then you can find creators, you can find out a little bit more about them, you can invite them to collaborate and you can look at their steps which is a really good thing to be able to do. It really allows you to dig into the data. It's such a big shift forward from the earlier days of influencer marketing, where maybe some of the most switched on bloggers, they might have a little press kit and they'll say, "This is our reach and this is our impressions." But here on their creator marketplace, it's all laid bare for you to see, and because the data comes from TikTok themselves, then you know that it's authentic and that you can trust it. To give you an example of how you can connect with creators to really get results for your brand, I want to show you a campaign from Converse as an example. Their campaign run for six days, just six days in total, and it was hugely successful. They had nearly 3,000 creators involved, which is quite incredible, and over this time it generated 24 million video views, 29.7 million impressions. That's not bad, is it? 1.8 million clicks to the challenge page itself, so that's a lot of traffic and they had an engagement rates are around nine percent which is pretty impressive and lots of positive sentiment in the comments, and a 75 percent uplift in brand recall, which is really impressive all round. Let's just recap what they did. First of all, they kick things off by connecting with these top TikTok creators. These guys have got a lot of followers, 2.1 million followers, then another guy has got 5.7 million, someone else has got 4 million. They connected with these people who had really authentic existing communities. It's such an effective way for brand like Converse to get in front of these people. When you put together that authenticity and the user engagement, then you're going to get massive reach. The nature of the campaign was to get people to customize their converse, starting off with a white shoe and then getting creative with it. There was an incentive as well, which was exclusive tickets to an event, they had their Bespoke soundtrack, they had a special carousel which lead through to the sales page, and then they blended in some different ad campaign techniques, so they had in feed ads and top view. Put all this together and it generated massive reach and a lot of money as well. Hopefully that's giving you lots of food for thoughts, so it's time for another activity, and what I want you to do now is head on over to the Creator Marketplace and try to pick out three different creators that would be a really good fit for your brand. What is it that makes them such a good fit? How could you involve them in a campaign? How would you go about approaching them? 7. Beating the TikTok Algorithm: I'm now going to share with you how to beat the TikTok algorithm. A big question that comes up, again and again, is how does the algorithm work? When you put all this effort into making your TikTok content, you really want to make sure that people are going to see it. The thing you need to remember is that the Tiktok algorithm is built for discovery. If you think about Tiktok, you think about Facebook, you think about Instagram, all the content that you see in your feed is based on people you follow and what they're posting. But then when it comes to TikTok, it's based on your interests and your behavior. TikTok is going to see if you're watching particular videos all the way through, then it knows right you like that content, so it's going to give you more of it. The opportunity for you as a brand is that you don't necessarily have to have that massive community built up for people to see your content. If you tap into the right categories, the right interests, the right audiences, then that content you're making could spread very fast without you even needing to build up this massive community first. But the platform is still relatively new, so there still lots of little niches that you could be tapping into. For example, I've seen recently the medics are getting into TikTok and posting bite-sized explainer videos, for example, about younger women's health that is reaching that audience in a way that other platforms are just not giving them the opportunity to do so. Let me give you some tips for beating the TikTok algorithm. The first thing is to tailor your content to your audience. Really think about the content that they like. Once you start getting a positive response, then make note of it and think about the kind of things that are going to have appeal. The next thing is to post at peak times for your audience. You might be thinking, well, how do I know what the peak times are? [LAUGHTER] Because it's a new platform and we haven't been using it very much so far. But then this is where the metrics and the data and all of the steps and information that you've got from your other channels are going to come in so useful. Something like Google Analytics on your website. You can look at that and see when you get the most engagement. Maybe you're the business that gets a lot of activity around commuter times. Or maybe it's a younger audience who are posting on social media a bit more after-school. The key thing is to experiment with the data, learn from your successes on other platforms, and then see if you can apply that to your TikTok activity as well. It's also really important to try to keep people watching to the end of your videos. If TikTok sees people watch to the very end, then the algorithm will think aha they want to see more content like this, and serve your videos again and again. For this reason, sometimes if you make your videos actually a little bit shorter, it can get you more results. The other thing to do is to get in this co-creation mindset. Always try and make your content as interactive as possible. Can you set a challenge or can you do some branded filter that really gets people playing, makes them feel playful, creative, and helps them have a bit of fun. You'll find that that gets some engaging with the content a little bit more. It lasts way beyond your campaign because people just want to keep on having fun with it. Something that people are often interested in is how to use the right hashtags on TikTok. As in any social media platform, there's particular ways of using them. What I'd recommend you do first is go to the discover tab. As you scroll through, you'll see the different types of hashtags that are being recommended that you use. You can leap on these, it's a really good way of doing it. Then you can also look in the search bar at the top. This is going to show you the hashtags that are most common, most popular and often quite seasonal as well. TikTok does work in its very seasonal topical way. So you'll see that there's particular hashtags around Halloween, around Christmas, and all this thing. As you'll see when you scroll through, you only really need one or two. It's not like Instagram where you just [LAUGHTER] fill up the screen with more bites. It's really good to jump on a trending hashtag. If you do have something that's quite interactive around poses or dances, any of that stuff that say lululemon is so good at then that's a really good idea. Then also pay attention to trends. As you've been scrolling through, you'll see there's particular jokes, particular memes, particular dance moves, particular music choices. The other tip when it comes to the TikTok algorithm is to really keep your eyes open, your ears open, and just have a little look around, see what's trending, and see if you can get in on the action as well. This leads us up nicely to another activity. What I want you to do is think about a campaign if run on a different platform. Let's say Facebook or Twitter. Just think how you could adapt it for a Tiktok audience to get a similar level of success. 8. Analyzing the Analytics: We've looked at the different component parts of an effective TikTok strategy. We've looked at the TikTok algorithm and how to beat it and now we're going to think about measuring your results, because after all, TikTok wants you to carry on using the platform so it's going to give you lots of data so you can continue to refine your activity. TikTok is going to give you a load of data for free once you've got the business account, which groups into overview, content, and followers. You're going to find or less in a Business Suite, which I'll just scroll through now. In overview, this is where you can find out about your follower growth, video views, profile views, all that sort stuff that you might get in any social media analytics. Then the content, this allows you to dig a bit deeper. You can look at the views, you can look at the likes, the comments, the shares, and it will help you really identify the kind of content that's getting you engagement from your audience. Then in a section on followers, this is where you'll find insights about the community. Where your audience is from, the times of the day a week that they're most busy and then the change in follower growth on a previous period, which is of course, going to be going up and up. Then if you were in a paid campaign, then this will bring you to ads manager, which is again going to give you even more data to look at. It offers you easy-to-use tools to create and manage ads on TikTok and it only takes a few minutes to get set up and get started so you can get your hands on the data straight away, which is something I always really like. You've got data monitor, which is a dashboard again, where you can keep track of your ads in real-time, which is really lovely. You've got the campaigns page. This is where you can see your impressions, your clicks, lots of lovely conversions and a cost-per-click as well so you can really keep an eye on the budget. Then there's events. This is another way of saying that any action that users can take, in old fashion terms we're talking about conversions. Maybe you want them to come through to your website and event is a way of tracking all of that. Why should you look at the data? Well, the first reason is that it's going to help guide you in deciding when to post. People ask us about this all the time. They say, well, when is the best time to post on TikTok? But the answer is always going to be, well, it depends. [LAUGHTER] What's right for you might be completely different for somebody else. But once you've got your hands on that data, then you can really decide when the best time is going to be for you, which means you're going to maximize chances of success with your content. For example, if you're a big sporting brand, then you might find that people are really engaged on social media ahead of a big match at a weekend. But if you were in fashion and beauty, it could be a completely different time of the week. The answer is always look at the data and that's where you'll find all the information that you need. The next reason for looking at the data is that it means you'll discover what works and what doesn't. I can really recommend not changing tack too frequently because you might find that seasonal or topical things going on affects the success. What works one week doesn't work the next, and you really need to give it a chance to build and to grow. A really good example of this is this guy who tells snail jokes at the Carnegie Museum of Natural History. On a surface, you wouldn't think that an old guy telling snail jokes would really go so far, but he's really popular and as a result, it's led to increased footfall in the museum. He's just keeping ongoing, he loves it and so do all of his followers. Look at the data and really give the content time to build and then you can really get an idea of what's going to work for you. You can also decide when the right time is for you to go into paid campaign activity on TikTok. You've got all of that data from your organic beats and then this means you can really start to shape something effective using a bit of budget, which you know, is going to work in a way that you can be more confident about than if you'd have just dived straight in and done it without any data to back up your activity. You can also run a retargeting campaign. You might be familiar with Facebook pixel, for example. You've got a similar function in TikTok. What this means is that you're going back to people who already warm leads. People have shown interest already and you're going back to them again. There's a real heightened chance of success. Like all marketers, you want to get a return on that marketing activity. This is also going to get you results and keep your CFO happy. The last reason I want to share with you for looking at the data is that it's going to help you shape the [inaudible] that are right for you. Let's say Levi's for example, when the clothing stores were closed during the pandemic, then they had a real problem with sales. That became the focus of their TikTok activity. Whereas if you're a much newer brand, wanting to make a name for yourself, then it could be all about brand awareness, engagement, getting your name out there and so your focus will be completely different. Your indicators of success will be different to Levi's, but that will be just as important to you. Let's go back to our worksheet for another activity and let's think about results and measurements. What does success look like to you? What's going to be most important? Will you be using TikTok for more engagement, for more sales, for more leads to grow your community? What's it going to be for you? Why is it going to be so important? Make a note in your worksheet, and then we're well on our way to building that perfect strategy. 9. Final Thoughts: Thank you so much for following my class on TikTok. Hopefully, you are all set to dive straight in and reach a whole new audience and have a lot of fun along the way. The next step is to go back to the worksheet and just fill it in in a bit more depth. Look out for the project at the end. This is going to help you wrap it all up together. I'd love you to upload it into the project gallery so I can give you some really helpful feedback. I can't wait to see what you come up with. I'll see you next time for my next class.