How to Promote Your Event on TikTok

TikTok quickly took the world by storm. As of 2023, it has over 1.67 billion users globally, making it one of the most popular social media platforms in use today.

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Understandably, the topic of TikTok event promotion is gathering steam as well. For brands and businesses looking to connect with a younger, dynamic audience, TikTok offers an unparalleled opportunity. However, navigating this platform’s unique culture and algorithms requires a strategic approach.

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Whether you’re planning an influencer event, brand activation, media preview, gala, or something else entirely, here’s how to promote on TikTok to see amazing results!

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TikTok’s Importance in Event Promotion

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Does promoting on TikTok work? Yes, but explaining effective strategies requires you to understand how and why the platform is so popular.

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Its unique blend of short-form videos, catchy music, and virality has transformed it from a mere entertainment hub into a powerful marketing tool. While its simple interface mirrored every other social media platform, complete with the ability to like, share, comment, and repost content from friends and celebrities alike, it was the platform’s “challenge culture” that ultimately sparked its success. TikTok users are encouraged to get in on the fun, equipped with the creator tools needed to do so, making it a hub for user-generated content that benefits both TikTok creators and brands.

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Events, by their very nature, thrive on engagement, excitement, and anticipation. Leveraging a platform like TikTok, which boasts billions of users and unparalleled reach, can amplify an event’s visibility in ways previously unimaginable.

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This blog seeks to bridge the gap between traditional event promotion and the dynamic world of TikTok. As we delve deeper, we’ll uncover strategies tailored for brands and businesses, ensuring that events not only gain traction but also foster genuine connections with audiences.

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Now, let’s break down how to promote on TikTok.

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Leverage TikTok Features

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1.TikTok Ads

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When used in conjunction with organic advertising, paid ads on TikTok can do wonders for building awareness. The TikTok business suite includes five types of ads: Branded Hashtag Challenges, Branded Effects, Brand Takeover, In-Feed Ads, and TopView.

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You’ll want to focus on using a TikTok ad type that gels with your goals—finding the right one is the key to successful paid TikTok event promotion.

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Brand Takeover ads and TopView ads utilize full-screen displays to command attention. This is great if you’re selling tickets to your event. Branded Hashtag Challenges and Branded Effects can be tailored to your event and increase engagement on TikTok. Meanwhile, In-Feed ads can be used to maintain the buzz around your event even after it has ended.

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2.Collaborative Content

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One of TikTok’s standout features is its emphasis on collaboration. By partnering with popular TikTok creators or influencers, brands can co-create content that seamlessly integrates the event’s message with authentic and engaging narratives.

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They are the kings and queens of TikTok event promotion; they already have an audience and know the ins and outs of the platform, too. They can take the burden of creating TikTok videos off your plate while guaranteeing visibility. One study found that 28% of consumers—32% of Millennials—are more likely to discover new brands through influencers. This means that collaboration is one of the best ways to promote on TikTok if you want to increase event awareness

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3.TikTok Live

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Real-time engagement is a necessity today. Hosting live streams on TikTok, be it Q&A sessions, behind-the-scenes glimpses, or event teasers, fosters direct interaction with followers, driving excitement and fostering community around your event.

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Tap Into Existing Trends

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A huge part of TikTok’s appeal is its ability to promote trends organically, with public videos often going viral. Therefore, a great way of increasing awareness of your event is to join in on an existing trend or challenge.

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By integrating your event’s theme or message into trending formats, you can craft content that feels organic and relatable to TikTok’s vast user base. Moreover, riding the wave of a popular trend often leads to increased engagement, as users are more inclined to interact with content they recognize and enjoy. Embracing TikTok’s fun and spontaneous trends offers a playful yet powerful strategy to connect with audiences and generate buzz for your event.

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Or… Start a New Trend

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Another way to promote your event on TikTok is to start a new challenge or trend. Why not take your shot at being a trailblazer? This is an especially good idea if the current trends just aren’t relevant to your brand or event and you already have a pre-existing audience.

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Come up with a fun and creative idea for your video that will pique the interest of your target audience. Creating a hashtag challenge relevant to your event—such as a dance challenge—will encourage participation. You might even want to go so far as to offer a prize for the best entry to entice people to participate!

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Live Stream the Event

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One last TikTok promotion strategy worth mentioning is live streaming. While often overlooked given the popularity of pre-filmed content on the platform, live streaming bridges the gap between virtual audiences and real-world events. By broadcasting your event in real-time, you can engage viewers instantaneously, fostering a sense of immediacy and connection. Here’s why and how it’s impactful:

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• Instant Engagement: Live streaming captivates audiences by offering a glimpse into the event’s ambiance, capturing spontaneous moments and reactions.
• Wider Reach: Beyond attendees, live streams can attract a global audience, amplifying the event’s reach manifold.
• Interactive Experience: TikTok’s live features, such as real-time comments and interactive Q&A sessions, enable direct engagement, allowing viewers to participate actively.

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Live streaming is one example of how hybrid technology is changing events. Overlook this opportunity at your own risk!

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The Concierge Club Knows TikTok Event Promotion

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While learning how to promote your event on TikTok can boost awareness, the best way to ensure yours is a success is by working with talented event marketing experts who know the industry inside and out.

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The Concierge Club specializes in white-glove event planning services, whether it’s B2B, B2C, private, corporate, virtual, and everything in between. Curating and marketing exciting events is what we do every single day. We’ve built a reputation as a team that delivers luxury campaigns, revolutionizing the experiential marketing scene one event at a time for the world’s biggest brands.

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So, does promoting on TikTok work? Reach out to our team today to find out how we can leverage this social app for your next event!