TikTok has rapidly become one of the most popular social media platforms in recent years. Known as the go-to social network for Gen Z — its core audience ranges from 15 to 25 years old — TikTok is now attracting growing attention from brands eager to tap into its unique power: the ability to deliver highly engaging organic content with ease.
Of course, that’s only effective if you know what you’re doing.

Unlike traditional social networks, TikTok requires a completely different content and communication strategy. It’s all too easy to produce content that feels out of place or irrelevant, wasting valuable time and resources without generating any meaningful results.

If your goal is to use TikTok as part of your event marketing strategy, here are a few practical tips to get started.

1. Use Relevant TikTok Trends

TikTok owes much of its popularity to trends and challenges — viral “dares” where users film themselves performing fun, unusual, or creative actions. Getting your brand or event into a trending topic is a powerful way to boost visibility, but success starts with knowing your target audience.

Before jumping into a trend, analyze which challenges and hashtags are most relevant to your potential attendees or clients. Then, create content that aligns with your audience’s tone of voice, interests, and cultural language.

Never post blindly or assume that any content is better than none. A clear strategy is essential for attracting the right viewers. Running a poorly thought-out campaign just to “be there” can backfire — and given TikTok’s viral nature, even a single off-brand post can damage your brand identity.

2. Leverage Paid Ads for Events

Like every major social platform, TikTok offers the option to run paid ads to promote your campaigns. This can be especially useful in the early stages of an event marketing campaign, when visibility is key.

To do this, you’ll need a TikTok Business Account, which gives you access to several types of ad formats based on your goals — from increasing video views and brand awareness to promoting specific challenges or event hashtags.

Paid TikTok ads, when combined with organic engagement strategies, can significantly amplify your event marketing reach and help you connect with a highly active audience.

3. Create Engaging TikTok Challenges

TikTok thrives on participation and imitation, making challenges one of the platform’s most powerful engagement tools.

Creating a custom challenge linked to your event can help it go viral and reach thousands — or even millions — of users. However, a successful challenge must be relevant, creative, and authentic. It should connect directly to one or more elements of your event so that participants feel a sense of real connection, both online and in person.

Above all, ensure that your challenge reflects your brand values and stays true to your company’s mission. A well-designed challenge not only drives engagement but also builds long-term brand loyalty.

4. TikTok as a Tool for Business and Events

TikTok’s short, dynamic, and entertaining videos make it a powerful tool for event marketing, helping brands connect with global audiences in creative ways.

Beyond its playful nature, TikTok has evolved into a serious business platform, ideal for both B2C and B2B marketing. Many brands — from global corporations to niche event organizers — already use TikTok to share messages, promote campaigns, and increase engagement before, during, and after events.

When used strategically, TikTok can become an integral part of your event marketing mix, helping your brand stand out and attract new audiences.

5. Ready to Boost Your Event Visibility?

Are you planning your next trade show or event participation and want your booth to stand out from the crowd?

Get in touch with us — we’ll help you analyze your goals and create a TikTok event marketing strategy tailored to your needs.