Updated April 2025

Overview

Module 1: 2025 TikTok Trends and Challenges

• TikTok’s growth, global reach and cultural influence
• The shift towards short-form, mobile-first video content
• Key marketing challenges: brand safety, saturation and algorithms
• How are brands using TikTok for organic and paid marketing growth?
• Emerging business opportunities in commerce, content and creator partnerships

Module 2: Strategy, Planning & Evaluation

• Setting clear goals aligned to business and campaign objectives
• Building structured, scalable TikTok strategies
• Defining and tracking relevant KPIs across the funnel
• Aligning organic and paid activity under one strategic vision
• Optimising accounts using SEO principles and TikTok Business Centre

Module 3: Content Marketing & Community Engagement

• Defining your brand voice for the TikTok audience
• Choosing the right content formats: Trends, Duets, Stitches and Lives
• Tapping into TikTok culture through storytelling and personality
• Leveraging Stories, Photo Mode and polls to drive engagement
• Encouraging interaction through comments, saves and remixes

Module 4: Video Best Practices

• Planning short-form video for clarity, impact and retention
• Filming techniques and framing for mobile-first video
• Using TikTok-native editing tools, transitions and audio
• Hooking viewers within the first three seconds
• Optimising for reach on the For You Page (FYP)

Module 5: TikTok Advertising

• Selecting campaign objectives and matching them to funnel stages
• Understanding TikTok ad formats: In-Feed, Spark, TopView and more
• Developing creative that performs in a native, vertical format
• Setting up audiences, retargeting and tracking with TikTok Pixel
• Using Ads Manager to test, optimise and scale campaign performance

Module 6: Influencer Marketing

• Finding brand-aligned creators using TikTok Creator Marketplace
• Evaluating reach, engagement and content fit
• Setting clear briefs, deliverables and collaboration expectations
• Managing influencer partnerships and approvals at scale
• Measuring ROI using TikTok insights, UTMs and performance tracking

Module 7: AI & Automation in TikTok Marketing

• Using AI tools like CapCut, ChatGPT and text-to-video platforms
• Streamlining content workflows with automated video creation
• Automating publishing, moderation and reporting
• Exploring TikTok’s AI-powered ad delivery and targeting
• Balancing automation with creativity and brand tone

Module 8: TikTok Commerce & Conversion

• Setting up TikTok Shop and connecting catalogues
• Creating shoppable content with product tags and Lives
• Driving conversions through offers, drops and creator campaigns
• Integrating TikTok data with CRM and email platforms
• Tracking performance and optimising full-funnel journeys