Tiktok can be a great platform for users to engage with their friends.
However, it can also be a great platform to promote your blog.
But, how do you do it?
We take a look at 20 strategies on how to promote your blog.
How To Promote A Blog On TikTok (20 Strategies)
1. Content Creation
First thing’s first.
As a blogger, the importance of content will come as no surprise.
It’s the basis of writing anything at all – and the blogger’s job is to give it the right voice.
Grouping TikTok – a smartphone app for videos – into a conversation about promoting blogs and web-based writing might seem confusing.
They’re entirely different mediums that are usually engaged through entirely different platforms (e.g. smartphone vs. computer, social media platform vs. private domain).
People use TikTok for rapid-fire content consumption.
People read blogs to thoroughly connect with longer-form information.
Where’s the bridge between them?
The answer is in the question: the idea of a bridge itself.
If you’re looking to promote a blog, you’re uniquely familiar with the process of promoting a blog and many of its inherent difficulties.
That, in and of itself, is a video idea!
Others videos might investigate:
- How your blog started
- Why you chose your niche
- The dos and don’ts of starting a blog
- The difference between writing and TikTok videos as a creative
With the right framing, even writer’s block or lack of inspiration constitutes a worthwhile TikTok video idea.
Each can gravitate around the work in your blog.
2. Leveraging TikTok Trends
TikTok communities generate and propagate macro- and microcycles of content colloquialized as “trends.”
Generally, a trend’s trajectory can be looked at in two ways:
A small or relatively unknown content creator releases a novel format or video concept.
The content is funneled through niche channels.
Other creators perform renditions of the format – typically offering credit to the original.
Large content creators may eventually take note and ‘hop on’ the trend, causing interest, mimicry, and discourse surrounding the content type to surge.
After large scale adoption, a “top-down” effect might co-opt the momentum.
A large creator releases a format or concept.
This is comparable to a mainstream company developing a viral advertisement.
The higher baseline engagement top-down trends acquire means broader distribution, regardless of the audience’s niche.
It’s hard to explain what this phenomenon looks like, exactly; but imagine finding a Reese’s Puffs commercial from the early 2000s being referenced in a video about Zen Buddhism, and you’ll be on the right track.
Knowing which trends are on top, on the way out, or just starting can be an incredible aid in promoting any type of content.
3. Generating Original Content
It’s true that a large portion of TikTok’s content base is derived from overarching trends or pre-existing concepts.
However, there’s nothing stopping creators from producing their own style and format.
A smartphone with basic functionalities and a little ingenuity is all it takes to produce high-quality promotional TikToks pointing back to your blog.
A timeless promotional structure follows this 3-step process:
- Talk about what you’re going to state.
- Provide a ‘fascination bullet’ – something intriguing about your blog, style, or brand that stabilizes viewer attention.
- State it.
- Clarify the specifics of various blog posts, or outlines for future posts. Test receptivity and set expectations.
- Tell the audience what you stated.
- Summarize your video. Connect it back to the initial intrigue, or pivot into a tasteful cliffhanger. Clearly define the value of your blog.
In other words: take your viewers on a hero’s journey.
Trend or no – TikTok provides the tools to tell concise, engaging stories about your blog content.
4. Personalize Your “For You” Page
TikTok’s home page is split by two categories: “Following” and “For You”.
The Following tab is self explanatory, and works in the same way as content feeds on other social media platforms.
Users will only see content from accounts they’ve followed in this tab.
The For You tab is the primary driving force behind TikTok.
It acts as the proverbial neural network linking trends, niches, and communities together based on user activity and interest.
Personalizing the For You page to select for your niche, target demographics, and associated community resources is a potent strategy for localizing the promotional efforts for your blog.
Engaging with relevant content will inform TikTok’s algorithm to discover and deliver more of the same to your For You page.
Dozens – even hundreds – of accounts in a given niche can be discovered this way in a single day.
Further, the level of community engagement these niche accounts exhibit provides insight relating to audience sentiment, interest, and popularity
A popular account hosting lively discourse in its comment sections indicates both a successful content strategy, and a gathering of loosely like-minded individuals potentially interested in your related blog content.
You get to see what works, what doesn’t, and develop an understanding of how both groups and individuals engage in a niche.
TikTok’s algorithm uses signals such as likes, shares, comments, view time, and rewatches to prioritize which content is funneled into your individual For You page.
Your content is accounted for as well.
TikTok enables users to opt-out of certain videos and content types, as well.
To best match your blog’s target niche, consider fine-tuning:
- content formats
- sound files
- video lengths
5. Reverse Engineer The “For You” Page
Intuitively, it’s helpful to implement the same tactics used in optimizing your For You page to start appearing on others’ For You pages.
TikTok’s algorithm is a bit less straightforward in how it works in terms of being discovered (versus discovering).
The app has stated that discovery potential is not limited or directly influenced by the existing following sizes, previous engagement levels, or general account popularity.
More plainly: anyone can go viral at any time.
Zero followers? Zero problem.
On its own, the “anyone, anytime” proposition may as well be a social media popularity lottery.
However, that’s not exactly the case, either.
Content can be angled in the direction of a desired niche by emulating or adopting features common to that specific content pool.
Similar songs, words, phrases, video lengths, post schedules/timing, some sources suggest geolocation serves as a leading metric out-the-gate for new content, meaning further specializing your content around local trends could give it a momentum boost.
6. TikTok SEO Via Captions And Subtitles
Outside the automated content funnel found on the For You page, TikTok includes a comprehensive search engine in the Discover feature.
Alongside a standard search bar utility, the Discover function lists top trending sounds and hashtags by row.
Users can dig into any of these categories and instantly find thousands of videos relating to the noted trend.
Promotional ads are presented near the top of the page, illustrating a range of additional content types that might attract the algorithm’s attention.
Depending on the blog, you might be better served through independent searches on the app.
- Identify quality keywords.
- Search for high-performing hashtags related to the niche / keyword.
- Implement a mix of high activity and low competition hashtags, keywords and phrasings in your content (captions, subtitles).
7. TikTok Ads
For promoting a blog, TIkTok’s built-in ad structure might not be ideal.
The placement costs necessary to see a substantial return make more sense for large brands.
However, there are a few analogous strategies that can be worth noting for an effective growth strategy.
TikTok ads operate according to 5 formats:
- In-Feed Ads
- These are the standard ads you will see plastered across the screen after scrolling for several minutes. They’re relatively cheap and accessible, but mostly run by name brands.
- Brand Takeover
- Brand takeover ads are highlighted campaigns that pop up right as you open the app, or search for content in a brand-related category. They’re front and center and are usually designed to spark interest right away.
- TopView ads are another form of brand takeover ads, but only appear as you open the app. They auto-play in full-screen mode – hoping to elicit your attention.
- Hashtag Challenge
- Brands can pay to promote specific “challenge” hashtags that communities will then circulate and generate content under. Challenges that go viral can fuel entire social media movements and sensationalize the originating brand.
- Branded Effects
- Using TikTok’s augmented reality AI system, brands can develop and use highly specialized filters, stickers, animations and other dynamic effects to boost the production value of their content.
The lessons here:
- Focus on a strong first impression. Start with a thought-provoking question, provocative statement, or lively video clip.
- Target your niche and make a branded statement within it. Respect the trends native to your category, but cultivate a recognizable style.
- Engage with your audience at every opportunity, and provide the structure for them to perpetuate it. Hashtag challenges are an example – but anything that gets people together to create is something immensely powerful. Position your blog content as that “thing.”
8. Employ An Advertainment Approach
Social media have thinned the line between marketing and entertainment to the point of obscurity.
Corporate brands regularly post on Instagram, Twitter, Facebook, and TikTok with the same level of presumed authenticity, nuance, and relatability as ordinary users.
What the public does for fun, savvy marketers can mirror to generate attention and familiarity with their target consumers.
Amusement is the minimum cost for entry.
If you can’t attract someone’s attention for the length of a TikTok video, it’s unlikely you’ll convince them to spend 10-fold that time reading through your blog – even if it’s a niche they enjoy.
Blending promotional intent with entertainment isn’t just a corporate thing.
Art is received partially on the basis of its presentation.
Advocating for your blog should be no different.
TikTok is the ideal platform to channel the most creative and engaging aspects of your work through visual media.
Think skits, acts, gags, sound clips, songs, images, cultural references, or personal experiences.
Take the core strengths and passions underlying your blog, and transmute them into a video reel.
Connect the abstract, dry, or technical components of your writing to visual and auditory representations.
An offer of value opens the door, but facilitating an experience secures lasting interest.
9. TikTok Creator Collaborations & Partnerships
TikTok has been built into a full-fledged marketplace for creators and creatives.
There are two primary methods of interacting with accounts:
- Personal Outreach
- TikTok Creator Marketplace
Independently reaching out to network with accounts / creators is an innate design feature of any social media platform.
Direct messages exist not just to exchange content with friends, but as a vehicle for introducing oneself to new or unacquainted individuals.
Initiating genuine exchanges of common interests and goals can develop into organic partnerships or friendships.
Try a direct message through their profile.
Few know or remember the struggle of growing a small social media account like a mid-size social media account.
Agile networking with content creators at different stages in their journeys will precipitate awareness of common pitfalls and algorithm tips.
Additionally, securing relationships with other creators fosters a supportive ecosystem for sharing and re-sharing content, referencing audiences, and producing collaborative works.
Not only will these things support your promotional efforts, but your blog can become advantaged as a portfolio during these exchanges.
You might find that creators will ask you for advice and guidance on how to start their own blog.
Others might inquire about being featured in one of your future posts.
Alternatively, if your blog is under a verified brand title, TikTok has built out a sub-platform specific to businesses in search of content artist and influencer accounts.
After registering and verifying your company, you can create a brand campaign and invite accounts to pitch / provide concepts for your content.
10. Influencer Marketing
Influencers exist like flagships amid the greater winds of their communities.
Depending on their size and involvement, an influencer can symbolize the trends and key motivators behind a particular niche.
Hiring an influencer to promote your blog might not be the most feasible option.
But influencers can still help.
These creators are selected by brands for their ability to effectively engage with audiences.
Paying careful attention to where, why, and how these marketing tactics are rolled out can inform you about: factors of effectual TikTok copywriting, ideal video presentation formats, and the audience sentiment surrounding advertising efforts.
If you choose to promote your blog by publishing direct endorsements, personal ads, or audience appeals, make sure you’re keeping pace with the pros.
Tens of thousands of TikTok marketing strategies have been synthesized and made public – there’s no need to start from scratch.
Evaluate what has worked for the best and scale it to your work.
11. TikTok Analytics
TikTok enables users to register their account for ‘TikTok Pro,’ a data analytics module for engagement metrics.
Once your account is upgraded to Pro, you will have access to Overview, Content, and Followers tabs.
These will show you a 7 to 28-day breakdown of how your videos are performing, your follower statistics, and various demographic results (gender, geolocation), follower activity (favorite videos, other trends).
These analytics are not strictly necessary, but as a promotional aid they can offer objective data while you experiment with different strategies for your blog.
12. Content Best Practices
All the ins and outs of TikTok can take awhile to navigate.
It can be daunting getting started – especially when the videos you see in circulation appear so masterful, clever, witty, or unique.
Content quality varies drastically across TikTok, and there is not always a 1:1 exchange rate with success.
Many accounts achieve and retain massive followings just by posting consistent, modestly edited content on interesting discussion topics.
Applying best practices to your TikTok content can prime your chances for discovery and increase your level of engagement.
Some best practices worth remembering:
- Post Timing
- Test out various times in the day to see which gets the best response.
- Post Frequency
- The algorithm will prefer accounts which are regularly generating content. Many influencers recommend posts 1-3x a day – however, this isn’t always necessary.
- Edits and Filter Use
- Editing will take quite a bit of experimentation, but the idea is to blend your content with trends, editing tricks, and styles that are popular in TikTok. This might include smooth transitions, certain filter shadings, cleanly looping your video, positioning yourself on camera in a specific way, and so on.
- Sounds are one of the biggest gateways into content on TikTok. Users can open sounds and see all videos created using the file. This also means picking trending songs, or songs popular within a niche, will encourage the algorithm to put your content in front of the right people.
13. Work With TikTok’s Algorithm
Social media algorithms can be frustrating.
They can also be outright confusing.
While you might have a specific vision of your audience in mind, TikTok’s algorithm might end up funneling you in a direction that doesn’t make total sense.
Remain curious and vigilant of these unexpected content styles and communities.
It’s possible the metrics at play are telling you something about your blog that wasn’t apparent before.
Rather than forcing your way out, try leaning into these demographics a bit and see where the algorithm is pulling you.
14. Cross-Platform Promotion Of Content
Cross-platform promotion is about as simple a strategy as you can get, but an important one to remember nonetheless.
Cross-pollinating your social media accounts can grant a commendable boost to your engagement on each platform.
Friends, family and acquaintances from Facebook, Instagram, LinkedIn, Snapchat, or beyond can spark the initial momentum that brings more views, likes, and shares to your content via the algorithm.
The looping nature of cross-platform promotion means there’s always a chance someone stumbles across your page, even if they’re on another website or app entirely.
Share your TikToks to Instagram and Facebook stories, or niche group pages.
Consider switching your account to Business status in order to list a highlighted link to your blog in your user bio (a business account is not required to post personal links, but they will not work as hyperlinks).
15. Informative And Instructional Content
Blogging is a massive vector of interest among younger audiences today.
More than ever, young adults are seeking remote and freelance opportunities.
Too many are sitting on the sidelines unsure of how to start.
The story is the same for many disciplines.
People want guidance, but they are also comforted and entertained by it.
Guidance keeps people engaged and on track.
TikTok itself has experimented with learning modules in the app.
The hashtag #LearnOnTikTok now showcases tens of thousands of videos covering everything from pottery to walking your pet lizard and skydiving.
There are over 100 billion views in this category.
Learning, as it happens, is a gargantuan motivator for TikTok users.
As a blogger, one of the most powerful ways to build an audience on TikTok will be to showcase everything that goes into being one.
Dive deep into the specifics of your blog’s creative process and explain each step to your audience.
16. Remember The Younger Audience
The 10-19 age group still comprises a majority of the app’s userbase at around 25%, with the 20-29, 30-39, and 40-49 age groups claiming about 20% each.
TikTok originated as an app intended for children and young adults.
While the app has clearly matured into something a bit more sophisticated, its roots are still present.
Whether your blog concerns younger or older folk, it will be worthwhile to study and adopt practices that are popular within those specific audience segments.
Of course, it can’t hurt to also create content appealing to the overwhelmingly Gen Z userbase.
17. Spoken Word Readings
Reading segments of your blog posts via TikTok videos can negotiate additional layers of interest with your audience through the presence of nuanced delivery, tone, and visual aids.
An effective TikTok video can highlight and illustrate critical points of your blog, or clarify difficult excerpts.
Skillfully fixating on key points in your body of work can engender further interest and build authority.
An idea that is clearly, concisely executed in its delivery encourages trust and elicits an auditory aesthetic that listeners can carry over into reading your blog.
18. High Frequency Content
There are no clear-cut guidelines on what provides the best return for post rate.
You should post as often as you are able to produce high-value, top-quality content.
A common standard among influencers and creators is 3 posts a day.
That many daily videos might seem intimidating, or too much work when you’re really more interested in blogging.
Scheduling your content in the same way you might plan blog posts can help.
If you adopt a high-frequency strategy, your videos don’t necessarily all need to be fully realized masterpieces.
For example, TikTokers are sometimes known to release multiple versions of the same content idea.
They will evaluate which performs the best, then delete the lesser versions.
Another strategy is to “post about posting,” meaning you release a video announcing your planned content (e.g. your blog, your next video idea, etc).
19. Community Challenges & Events
Reach out to a number of creators and organize meetings to discuss promotional events.
Post a video and request that viewers share their own portfolios in the comments.
Create video chains of shares, re-shares, and stitched clips.
Anything you do that can bring a sense of momentum and community to your work will return a significant bounty.
Interactivity, entertainment, and connection are critical to success on TikTok.
Capturing the minds of your viewers in these ways through the app will vastly improve the conversion rate for your blog content, as you will be developing a voice for your writing that lives off the page – not just on it.
20. Full-Scale Account Engagement
Many tactics recommended for growing followings on platforms like Twitter and Instagram apply to TikTok.
The specifics of presentation, relevant trends, communities, and content depth may vary – but the same principles reign.
Most of the strategies listed here can be distilled down into one essential point: engagement is king.
It’s the foundational element of every community, every niche, and every popular account.
Small accounts, mid-sized accounts, big accounts – engaging with different sized communities will yield different results, but you should spend time with each.
Leave value-added comments, like and share videos you enjoy, and stitch videos with replies or rebuttals.
Contact accounts that interest you by direct message and establish relationships.
Visit categories you would hope to find your blog topics mentioned in and make your mark.
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