Here’s what happened when Sprout Social tested TikTok strategies


TikTok is the most downloaded app in the world and is a popular platform for creators and communities. However, many brands are still hesitant to join TikTok. Sprout Social, a social media company, decided to test TikTok as a marketing channel to increase awareness among their target audience of social media managers and digital marketers.

During their test, Sprout Social tracked key performance indicators such as video views, profile views and audience growth.

What did they test, and how?

To get started on TikTok, Sprout reposted some videos from their Instagram Reels, adjusting them to fit TikTok’s format and adding closed captions, music and hashtags. 

After four months and nine TikToks, Sprout found that their average view count was around 535 views per video, with the majority of views coming from TikTok’s For You Page (FYP). Over this time period, their audience grew 38%, which suggests that these followers came from FYP views.

What worked?

Sprout Social discovered that videos with music, full-screen video and closed captions performed better on TikTok than those without. They also found that engaging with users through comments and creating content that sparks conversations was important for building a community on the platform.

Overall, Sprout’s testing approach on TikTok has been successful in increasing their awareness among their target audience. They were able to use data and analytics to understand what works and what doesn’t on the platform, and they were able to adjust their strategy accordingly.

Should other brands jump on TikTok?

Other brands considering TikTok as a marketing channel can learn from Sprout’s experience. It’s important to understand the unique features and expectations of TikTok, such as the preference for raw, lo-fi content and the influence of hashtags. Brands should also track their performance and be open to testing and adjusting their approach.

Tips for using TikTok successfully as a brand

Another important aspect of a successful TikTok marketing strategy is to create content that resonates with the platform’s users. TikTok users are generally younger and more likely to be interested in trends, pop culture and entertainment. Therefore, it can be helpful for brands to consider how they can incorporate these elements into their content.

For example, Sprout found that their TikTok featuring thought leader, Jayde Powell, discussing burnout resonated well with their audience. This suggests that users on the platform are interested in more serious topics as well, as long as they are presented in a relatable and engaging way.

Does engagement matter on TikTok?

In addition to creating compelling content, it’s also important for brands to have a presence on the platform and engage with their followers. This can involve responding to comments, starting conversations, and participating in popular trends and challenges. By building a strong presence on TikTok, brands can establish themselves as a valuable and trusted resource for their audience.


Another way to increase visibility on TikTok is to collaborate with popular creators on the platform. This can be a great way to reach a larger audience and tap into the creativity and influence of these creators. Brands can work with creators to develop content that is on-brand and aligns with their marketing goals.

Keep content unpolished

Finally, it’s important for brands to be authentic and transparent on TikTok. Users on the platform can be savvy and can spot inauthentic content from a mile away. By being genuine and transparent, brands can build trust and authenticity with their audience.

TikTok is a valuable platform for brands to increase awareness and build a community. By experimenting with a TikTok marketing strategy, brands can position themselves as early leaders and sources of data and inspiration within their industry.


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