Course Curriculum

A guide to using Tiktok to market your brand

7sections
26lectures
1h 45mtotal

What you’ll learn

  • Set up and optimise TikTok advertising campaigns using Ads Manager, Pixel tracking, retargeting and product catalogues.

  • Interpret TikTok analytics and use performance data to improve reach, engagement and content lifespan.

  • Create engaging TikTok content using strong hooks, trends, keywords and platform-native formats.

  • Develop a structured content strategy using calendars, content buckets and the Discover, Nurture and Convert funnel.

01

TikTok Fundamentals and Business Potential

5 lectures • 18min

  • 1.1 Introduction to TikTok and Its Business Potential

    You will learn: How the unique "For You Page" algorithm democratizes organic reach for businesses of all sizes. The various business tools available, from brand partnerships to direct sales via TikTok Shop. Why creating authentic, trend-based content is crucial for connecting with a highly engaged audience.

    4:03

  • 1.2: What TikTok Is and Why It Grew So Quickly You will learn: 1. How TikTok's c

    You will learn: How TikTok's content-first algorithm and "For You Page" created a new model for viral content and organic reach. The key features that made it easy for anyone to create and share authentic, short-form video content. How its growth was fueled by a cultural shift toward on-demand entertainment and trend-driven community engagement.

    2:43

  • 1.3: Building a Successful Presence on TikTok for Business

    How to build trust and brand authenticity by creating value-first content and leveraging the power of user-generated content (UGC). The importance of active community engagement, including responding to comments and collaborating with other creators to build a loyal following. How to use a data-driven approach by defining clear goals, tracking key analytics, and adapting your strategy based on what your audience responds to.

    4:42

  • 1.4: The Fascinating Phenomenon of Virality on TikTok

    You will learn: How the TikTok algorithm's content-first approach allows any video, regardless of creator size, to reach millions via the "For You Page." The key content elements that trigger virality, including a strong hook, high watch time, and rapid engagement like shares and comments. Why the speed of initial engagement and the ability to capitalize on relevant trends are critical for a video's success.

    2:05

  • 1.5: RISE OF TIKTOK

    You will learn: How TikTok's algorithm revolutionized content discovery by prioritizing user interest over social connections, making the "For You Page" the most powerful growth engine. How the platform's user-friendly tools democratized content creation, making it easy for anyone to create and share viral content. The profound cultural and commercial impact TikTok has had on music, e-commerce, and brand marketing.

    4:28
02

TikTok SEO, Platform Comparison and Viral Growth Strategies

3 lectures • 15min

  • 2.1: TikTok SEO: Mastering Profile Optimisation for Discoverability and Growth

    You will learn: 1. The algorithm pushes videos based on performance, not follower count. 2. A video needs a strong hook, high watch time, and rapid engagement to go viral. 3. Aligning with trends and getting fast initial engagement are critical for success

    7:49

  • 2.2: TikTok vs. Instagram Reels vs. YouTube Shorts

    1. TikTok is best for viral reach and discovery, as its algorithm prioritizes content over followers. 2. Instagram Reels is ideal for brands to drive sales and leverage an existing audience with polished content. 3. YouTube Shorts is great for long-term monetization, as it funnels viewers to your main YouTube channel.

    4:26

  • 2.3: 10 Potent Tricks for Your First Viral TikTok Video

    You will learn: How to create an unskippable "hook" in the first three seconds to grab attention and significantly increase your video's watch time. The key to high engagement is creating content that viewers want to finish and interact with, often by adding a strong call-to-action or a story with a satisfying payoff. How to strategically use platform features like trending sounds, relevant hashtags, and posting at optimal times to increase your video's discoverability.

    2:38
03

AI, Analytics, Account Types and Monetisation

5 lectures • 22min

  • AI-Driven Topic Clustering and Content Targeting for TikTok Marketing

    Understanding AI-powered content discovery Learn how AI analyses TikTok trends, audience interests, and user behaviour Understand how topic clustering helps identify content opportunities Discover how AI can uncover hidden audience preferences and emerging trends

    4:07

  • Understanding TikTok's Creator Tools and Analytics

    How to access and interpret key metrics like average watch time, engagement rate, and traffic sources from your TikTok analytics dashboard. How to use audience data to identify your followers' demographics and their most active times to optimize your posting schedule. How to use insights from your top-performing videos to inform your content strategy and drive consistent growth.

    4:03

  • Content Decay and Post Lifespan on TikTok: Sustaining Visibility Beyond the Vira

    Why TikTok videos often experience rapid "content decay" and a short lifespan, making it crucial to have a strategy that extends visibility beyond the initial viral burst. How to create evergreen content and use TikTok SEO to give your videos a longer lifespan by making them discoverable in search results. The importance of actively engaging with older videos, repurposing content, and creating follow-up videos to signal ongoing relevance to the algorithm.

    4:24

  • Business vs. Creator Account: Pros and Cons on TikTok

    A Creator Account is designed for personal brands to monetize through native programs, while a Business Account is for brands focused on sales and advanced advertising tools. Creator Accounts have full access to trending music and sounds, whereas Business Accounts are limited to a commercial music library. Business Accounts offer more in-depth analytics, e-commerce integrations, and professional profile features, while Creator Accounts prioritize creative freedom.

    5:41

  • Monetisation Paths from Organic Growth on TikTok in 2025

    You will learn: How to earn money through TikTok's native programs like the Creator Rewards Program, which rewards high-quality, long-form content. How to secure and negotiate profitable brand partnerships and sponsorships based on your audience size, engagement, and niche. The various ways to earn passive income through affiliate marketing and by leveraging TikTok Shop to sell products directly.

    4:13
04

TikTok Content Strategy, Planning and Community Building

4 lectures • 20min

  • TikTok: The 80/20 Posting Strategy

    How to apply the 80/20 rule by dedicating 80% of your content to providing value, and only 20% to direct promotion. Why value-driven content (80%) builds trust and audience loyalty, making your promotional posts (20%) more effective when you use them. How this strategy helps to increase engagement and follower retention by preventing audience fatigue from constant sales pitches.

    5:04

  • Weekly Content Calendar Planning for TikTok (Concise)

    You will learn: How a content calendar ensures consistent posting and why "batch content creation" is the most efficient way to plan and produce your videos. The key elements of a flexible content plan, including the use of "content buckets" and a strategy for incorporating new trends. How to use your TikTok analytics to identify your audience's most active times and create a data-driven posting schedule for maximum engagement.

    7:30

  • The 3-Part Content Funnel: Discover > Nurture > Convert

    You will learn: How to create broad, engaging content for the "Discover" stage that uses trends and hooks to build initial brand awareness. What types of content, such as tutorials and testimonials, are most effective for the "Nurture" stage to build trust and demonstrate expertise. How to use specific, action-oriented content and strong calls-to-action in the "Convert" stage to drive sales and subscriptions.

    4:30

  • Building an Authentic Community

    3:03
05

TikTok Advertising Setup, Tracking and Competitive

5 lectures • 18min

  • Creating and Setting Up Your TikTok Ads Account 2025

    How to correctly set up and verify your TikTok Ads account by providing accurate business information and a compliant website URL. The different campaign objectives available, from driving traffic to increasing conversions, and how to select the right ad format for your goal. Best practices for audience targeting and budget setting, including starting with a small daily budget and using precise filters to reach the right people.

    2:57

  • What is the TikTok Pixel and How to Set It Up Specifically for TikTok Ads

    You will learn: What the TikTok Pixel is and why it is the essential tool for accurately measuring the effectiveness of your TikTok ad campaigns. How the Pixel helps optimize your campaigns by enabling conversion tracking, retargeting, and the creation of custom audiences. The step-by-step process of setting up the Pixel, including the options for partner integrations and manual code installation on your website.

    3:44

  • Understanding Campaigns, Ad Groups, and Ads

    You will learn: How a Campaign is the top-level structure where you set your overall advertising objective and budget. How Ad Groups are used to organize your ads by a common theme and define specific audience targeting. How Ads are the individual creative assets (video, image, text) that viewers see, and that can be A/B tested within each ad group.

    3:54

  • Spying on Your Competitors: Strategic Competitive Intelligence

    You will learn: That competitive intelligence is not about unethical "spying," but about the systematic and legal analysis of publicly available data to understand market trends and competitor strategies. How to identify and track key metrics, such as a competitor's audience growth, engagement rates, and content pillars, to benchmark your own performance and find opportunities. The specific tools and methods, including social listening platforms and ad libraries, that allow you to analyze a competitor's content, ad campaigns, and brand sentiment.

    3:31

  • How to Create a Product Catalogue on TikTok Ads

    You will learn: What a product catalogue is and why it's the foundation for running dynamic and data-driven e-commerce campaigns on TikTok. The step-by-step process for creating a catalogue and uploading your product data via a file or a partner integration. How to use your catalogue to power advanced ad types, such as Video Shopping Ads that automatically show personalized product recommendations to users.

    3:45
06

Advanced TikTok Ads Management and Optimisation

3 lectures • 10min

  • Sharing Your TikTok Ads Account

    You will learn: How the TikTok Business Center acts as the central hub for securely managing and sharing access to all your advertising assets. The different user roles, such as "Admin," "Operator," and "Analyst," and what specific permissions are granted with each. The step-by-step process for inviting a new user and assigning them specific access to only the ad accounts they need to manage.

    3:08

  • Creating Instant Pages on TikTok Ads

    You will learn: What a fast-loading Instant Page is and why it's a critical tool for providing a seamless, in-app user experience. How to use templates and a drag-and-drop builder to create a customized Instant Page with various components and calls-to-action. The key benefits of using an Instant Page, including its ability to increase conversion rates and lower cost per action (CPA).

    3:48

  • 10 Principles for Successful TikTok Ads

    You will learn: What a fast-loading Instant Page is and why it's a critical tool for providing a seamless, in-app user experience. How to use templates and a drag-and-drop builder to create a customized Instant Page with various components and calls-to-action. The key benefits of using an Instant Page, including its ability to increase conversion rates and lower cost per action (CPA).

    3:19
07

Conclusion

1 lecture • 1min

  • Conclusion

    1:19