Even if you don’t have TikTok, you see the trends trickle over to Instagram, Facebook and even the occasional compilation video on Youtube. With 689 million monthly active users, it is no surprise that TikTok is at the front of every brand’s mind. But, like every social platform, there should be a strategy behind it. Here are a few steps you can take to create a successful marketing strategy that will work for you.

Get familiar with the app: TikTok is a unique platform with its own trends, features, and even how your audience engages. Research brands similar to your own on the platform, see what they are doing and learn from their mistakes (or success).

Define your target audience: 47.4% of TikTok users are under 30. Upon researching TikTok, you may find your direct demographic isn’t even there. TikTok is remarkable in the way that there are subgroups that could align with your brands’ values.

Set goals that align with your business objectives: Don’t reinvent the wheel. Your presence on TikTok should serve a purpose. Whether that’s to increase brand awareness, grow sales or build better customer relations, have your business objectives at the forefront when creating for TikTok.

Create space to be creative: Experiment with the content you are creating for TikTok. There is no true formula for success, so use this platform to be more creative in ways that Instagram and Facebook often limit.

The most important thing to do once you start creating for TikTok is to continue creating. Have fun with your content creations, and TikTok will repay you for it.