TikTok is no longer just a platform for dances and viral challenges — it’s a powerful marketing tool that businesses of all sizes are beginning to take seriously. With over 1 billion monthly active users, TikTok offers a massive opportunity to connect with new audiences, build brand awareness, and even drive sales. But how can you use TikTok effectively for business?
Here’s a comprehensive guide to using TikTok as part of your business strategy.
1. Understand your audience
Before creating content, it’s crucial to understand who your target audience is and how they behave on TikTok. The platform is especially popular with Gen Z and Millennials, but its user base is growing across all age groups. Spend time exploring the app, following trends in your industry, and seeing how your competitors use the platform.
Tip: Use TikTok’s Discover and Search functions to explore relevant hashtags and user behavior.
2. Create authentic and engaging content
TikTok values authenticity over perfection. You don’t need high-end production — what matters is creativity, relatability, and consistency. Focus on short, engaging videos that reflect your brand’s tone but also align with TikTok’s casual style.
Ideas include:
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Behind-the-scenes content
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Quick product tutorials
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Tips and hacks
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Day-in-the-life videos
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User-generated content (UGC)
Keep in mind: TikTok trends move quickly. Don’t be afraid to jump in and adapt them to your business.
3. Use hashtags and trending sounds strategically
Just like on other platforms, hashtags help people discover your content. Use a mix of trending hashtags, niche-specific hashtags, and branded hashtags. Adding trending audio can also boost visibility — TikTok’s algorithm favors content that uses popular sounds.
Examples:
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#SmallBusiness
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#LearnOnTikTok
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#PackingOrders
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#MyBusinessJourney
Tip: You can also create your own branded hashtag to encourage audience participation.
4. Leverage TikTok ads
TikTok for Business offers a range of advertising options, including:
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In-Feed Ads (appear in users’ For You feed)
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Top View Ads (play when the app opens)
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Branded Hashtag Challenges (encourage user interaction)
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Branded Effects (custom filters and stickers)
While organic growth is powerful, paid ads can accelerate reach, especially for product launches, promotions, or awareness campaigns.
5. Partner with creators and influencers
Influencer marketing on TikTok is incredibly effective — especially when the creators align with your brand values. Whether it’s a micro-influencer or a larger personality, working with creators allows you to tap into trusted communities and reach potential customers in a natural way.
You can use TikTok’s Creator Marketplace to find partners or reach out directly to influencers in your niche.
6. Show your brand’s personality
TikTok isn’t the place for formal, polished brand messaging. It’s about being real, fun, and relatable. Show the human side of your business — whether that’s your team, your workspace, your process, or your bloopers.
Businesses that perform well on TikTok often feel like creators rather than corporations.
7. Track your performance
Make sure to switch to a TikTok Business Account to access analytics. Monitor:
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Views and reach
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Engagement rate
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Follower growth
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Best-performing content
This helps you understand what works and allows you to refine your content strategy over time.
8. Encourage user-generated content
One of the best ways to grow on TikTok is by getting your audience involved. Run contests, challenges, or duets to motivate users to create content featuring your product or brand. This increases reach, builds trust, and strengthens community engagement.
