One day, you’re filming a TikTok dance in your kitchen, hoping your cat doesn’t knock over your ring light. The next, your video has thousands of views, your notifications are blowing up, and you’re starting to wonder if you accidentally just became an influencer.
Maybe so, but before you start selling merch, let’s talk strategy. To keep that momentum going, you’ll need to cross-promote your TikTok.
Brands, creators, and everyday users who refuse to let one viral moment be their peak use cross-promotion to grow their audience on TikTok and other platforms (like Instagram and Bluesky). So, unless you want to commit to learning choreography on the regular, you should probably pick up a few tips for marketing your TikTok.
4 Steps for Marketing Your TikTok
While the Manychat TikTok is undoubtedly worthy of a follow, we didn’t want to come into this biased. So, we decided to catch up with fellow creator and Professor of Digital Marketing at Florida Atlantic University, Cristy Stewart-Harfmann, to learn how she cross-promotes her TikTok.
Stewart-Harfmann owns Happy Family Blog, a lifestyle brand with over 100,000 social media followers. Last year, she created a brand new TikTok account to participate in the TikTok Shop program. Happy Family Blog generates income through affiliate marketing, so this move made sense — and it worked: “I have been blown away with over $300K GMV (gross merchandise value) in three months,” says Stewart-Harfmann.
With Stewart-Harfmann’s help, we came up with a four-step TikTok marketing strategy.
1. Be yourself, but be consistent
We love to harp on this one, but it matters: If you want your audience to be able to find you, you need consistent branding across channels.
To optimize your TikTok profile for cross-promotion, match it with your presence on other platforms. Ensure your handle, display name, profile picture, and bio are identical (or as close as possible).
If you’re just starting, you can use a tool like Namechk to find a handle that’s available across multiple platforms. But if you already have an established presence on TikTok and you can’t snag the same username on Instagram, choose something similar — add a period, an underscore, or even the word “official” if you have to.
Stewart-Harfmann serves as the face of two TikTok accounts. She has the handle @HappyFamilyBlog on TikTok, making it easy for her blog followers to find her, and on @TikTokShopChristy, an account she uses to post beauty reviews she films with her daughter.
“My motivation is multifaceted. [I’m] diversifying my income streams as a content creator, exploring a new platform, and pursuing a personal interest — my daughter dreams of us getting an invite to go on a Trippin’ with Tarte trip.” Stewart-Harfmann says.
2. Don’t reinvent the wheel— repost it
Once your TikTok profile is set up, branded, and full of engaging content, you can start marketing it to your audiences on other channels. You’ll want to do this by repurposing your video content and sharing it on other platforms. The good news is that it’s worth your time. HubSpot’s 2025 State of Marketing report ranked short-form videos as the most popular content format for both business-facing and consumer-facing brands. And out of seven content types, marketers say that videos have the highest ROI.
When it comes to where to promote your TikTok, social platforms like YouTube, Instagram, Facebook, X (formerly Twitter), and Bluesky come to mind. However, you should also target other marketing channels and niche outlets where your target audience interacts.
Stewart-Harfmann repurposes her TikTok content on Like To Know It (LTK), a social shopping platform where users discover new products and creators earn money from promoting them. “I also repurpose [videos] for the Amazon Affiliate program and Flip,” she says. “[It’s] not as easy as just reposting the same videos since the CTA are often different, but a majority of the work is done.”
If you have an e-commerce store or Substack, promote your TikTok account through your email list by teasing one of your videos. Grab a still from your latest TikTok, write a good caption, and include a link to watch the full video. Or, embed the video on your website to drive traffic from visitors who might not follow you yet. The goal is to use your content to direct your audience to your TikTok profile without feeling like you’re spamming them.
3. Partner up!
Collaborating with a business or creator on TikTok can go a long way in growing your audience, but there’s a lot to consider. You’ll want to find a partner in your niche with complementary content and a similar follower count. Once you’ve found someone, follow them, then like, comment, and share their content — but not all at once so they don’t think you’re a bot.
When the timing feels right, reach out with a direct message. Pitch ideas for collaborative content like TikTok Lives, duets, stitches, or mutual shoutouts with clear calls to action to follow each other. Or, suggest running a joint giveaway. Just make sure your plan helps both accounts gain visibility and new followers.
Track the results of your partnership through TikTok analytics (new followers, likes, etc.), then discuss what worked and plan future content if you both consider the collaboration a success.
Additionally, you can take advantage of TikTok’s native program and tools, such as:
- TikTok Creator Marketplace (TCM): a platform where brands find and connect with creators based on their target demographics and engagement goals. In April 2025, the TikTok Creator Marketplace will be replaced by TikTok One, and the platform will feature more ad management tools.
- TikTok Pulse: A feature for business accounts that strategically places an ad immediately after the most popular content. Brands using Pulse are usually looking for influencers to partner with, which also benefits creators with high engagement who want to attract partnerships.
(And BTW, we’re always looking for partners!)
Getting views is great, but you have to engage with your audience to grow and maintain your follower base. On TikTok, responding to comments and direct messages is the best way.
Stewart-Harfmann uses this approach, but she also creates reply videos. “On my viral video, I have created thousands of reply videos — almost one for every comment to keep the algorithm pushing my video out,” she says. By the way, that viral video? It has over 13 million views.
Let’s say your video pops up in someone’s FYP and they leave a comment tagging their friend. At the very least, you should like their comment, but if you want to take it further, you can respond with a personalized message such as a question for their friend or a joke related to your video. Hopefully, this will lead to further interaction (preferably, a follow from both).
If you want to promote your TikTok page, you’ll need to engage with your audience on other platforms. Look for natural opportunities to direct followers on Instagram, Facebook, and YouTube to your TikTok page.
But let’s be real: You’ll have better results if you create an opportunity by repurposing content (refer back to step 2). For instance, if you’re a comedian, you can post a bit from one of your TikToks on Facebook, and when the crying laughing emojis start rolling in, slyly mention there’s more where that came from.
Now, For The Pitch: You Can Do More Less With Manychat
According to Social Insider, the average TikTok video receives 66 comments, while Instagram Reels get about 24 comments each. If you’re cross-posting your content, that’s approximately 80+ comments you’ll need to like and respond to — some of which may turn into full-on discussions. Or go viral like Stewart-Hoffman’s, then you’re looking at thousands of interactions to acknowledge. You can save yourself a lot of time (and stress) by automating these interactions with Manychat.
Here are a few examples of how you can use Manychat to cross-promote your TikTok:
- Automate responses to comments: You can set up automatic replies for comments on your TikTok videos and Instagram Reels, prompting followers to find you on other platforms.
- Set up “triggers” so you never miss a cross-promotion opportunity: Manychat allows you to create responses for different triggers. For instance, if someone in Messenger asks how to find you on TikTok, you can set up Manychat to respond to the word “TikTok” with your profile link.
- Run a contest and answer FAQs: Hosting a giveaway can be stressful and time-consuming. Manychat can simplify the process by confirming entries and answering questions about the contest rules.
To automate entry confirmation, you can assign trigger keywords (such as “win,” “prize,” or “giveaway”). The same goes for FAQs: You can prepare responses to common questions and let Manychat manage the conversation.
Ready to automate up to 70% of routine tasks? Get Manychat for TikTok today.