TikTok is home to a large number of Generation Z, and also a growing platform of millennials. Each generation has its own group of audience with unique inclinations for content and products. Therefore, “who” and “how” you are going to reach them should be the first step in your campaign planning journey. Firstly, determine the high-level business objective of the TikTok campaign such as brand awareness, product awareness, customer activation, or sales, then dive into the details of social media goals that would fulfill your business objectives. Do you want to build a community with a niche audience? Do you want organic visibility by joining hashtag challenges or creating your own seamless hashtag? Or, do you want to soft-sell and focus on entertaining viewers with only subtle hints of your product in the TikTok post? Once you decide on the above, you will have a better idea of whether to create your own content or partner with influencers, get the relevant TikTok analytics and insights to zero-in on your target audience, and then push your marketing message purposefully and effectively.