People know TikTok for its trending videos and niche communities. It also has prevalent hashtag challenges. It is a valuable asset for businesses looking to expand their reach. Brands are using TikTok’s unique platform to reach new audiences. They want to engage customers in innovative and genuine ways.

Only a small fraction—26%—of marketers have embraced TikTok to this point. The platform has a vast, engaged user base. It holds great, untapped potential. There is a huge opportunity for brands to make an impact.

Why should you use TikTok for business?

Despite common misconceptions, TikTok’s audience exhibits a remarkable diversity. It’s not for Gen Z dance videos. Millennials and older users use it for entertainment, news, and new products.

Recent data show that almost half of TikTok’s users are between 25 and 44. So, your target audience is likely on the platform.

Using TikTok for business growth has several distinct advantages:

Increase brand awareness

TikTok provides many opportunities to promote your brand. The platform offers creative ways to boost visibility. These include working with influencers, running targeted ads, and using hashtags and stickers. With original, engaging content, your videos could go viral. This would boost your brand’s reach.

Promote products

What sets TikTok marketing apart is its natural, unobtrusive feel. You can showcase your products without being too promotional. Collaborate with trusted influencers. Create entertaining, helpful videos. Find other creative ways to connect with your audience.

Grow your audience.

With millions of users, TikTok is ideal for reaching a global audience and growing your customer base. Also, it reaches users who rarely use other social media.

Attract new customers.

TikTok thrives on authentic, relatable content. It helps you connect with your audience and boost conversions. Jump onto trending moments or spark a trend. You can attract a wave of new customers.

Now that you see the value of TikTok, let’s explore how to maximize it.

How to use TikTok for business.

If you’re ready to boost brand engagement through video marketing on TikTok, you’re in the right place. Here’s how to make the most of TikTok’s unique features for your business:

1. Create a TikTok business account.

If you haven’t yet, create a TikTok account and switch it to a business account to get started.

To switch your TikTok account, follow these steps using your browser:

1. Access the “Business Account” tab in your TikTok settings. Toggle the “Business account” button to on.
2. Choose a category for your business and click the “Become a Business” button.
3. Start your 30-day business account trial. Or, register your business.
4. To register your business now, agree to the Terms of Service and Privacy Policy. Then, click the “Get Started” button.
5. To proceed with registering your business, enter basic information about it.
6. Next, choose from public listings or verify your business qualifications to register.
7. Finally, confirm your access to the business with either a voice call or an SMS message.

Your new access will give you advanced marketing tools. It will provide audience insights and exclusive features. They are designed to help your brand grow and make money on TikTok.

2. Get to know your audience and the TikTok community.

Spend time exploring TikTok to understand what resonates with its users. Check popular trends on the For You and Discover pages. Also, look for hashtags and subcultures that match your ideal customer profile.

If you manage an online bookstore for book lovers, explore #booktok. Trends can inspire your content. But focus on those that match your audience’s interests.

3. Establish your goals.

Posting on TikTok without a strategy is like scattering seeds in a garden without a plan. You may see some growth, but it will be unpredictable and hard to cultivate. As with any marketing, TikTok works best with clear goals. Track your progress consistently to guide your efforts.

TikTok can support many goals for your business. Here are some common objectives to consider setting:

• Grow the community. Aim for a 20% increase in followers in Q3. Keep post engagement at 5%.
• Collect 50 videos with your branded hashtag within the first month of your UGC campaign.
• Generate 10,000 views on product videos within the first week to boost product awareness.
• Drive 400 monthly clicks to your website from TikTok links to boost store traffic.

Your goals will guide the content you create. For example, if you want a loyal community, share behind-the-scenes insights. It will give your audience a closer look at your business. Try influencers or TikTok affiliate campaigns to boost traffic to your online store. They could be very effective.

4. Create a TikTok content strategy.

A well-crafted TikTok strategy transforms ambitious goals into consistent actions. While TikTok may feel casual, a structured plan is essential. The platform moves fast. Content can lose relevance in a short time. Post regularly to maintain engagement and freshness.

Be sure to incorporate these elements when creating your TikTok content strategy:

• Timing and frequency. Decide on your posting frequency and find the optimal times to reach your audience on TikTok. This may involve experimenting and analyzing your engagement metrics to refine your approach.
• Content calendar. A content calendar helps you post consistently and plan for key dates. Align your content with product launches, promotions, and seasonal events. For instance, a pet toy store could create unique content for International Dog Day on August 26.
• Budget. Set aside resources for content creation and ads—also, budget for video editing tools, like CapCut. A clear budget will help you manage expectations and plan your TikTok strategy.
• Brand guidelines. Create a distinct voice, style, and visual identity for your TikTok presence. A unique hook, a recognizable face, or a signature edit can make your videos stand out in the For You feed. It will capture attention.
• Format. Choose the content types to focus on. Examples are product tutorials or behind-the-scenes looks. Try different formats, like TikTok Stories. It can keep your content fresh and engaging.
• Customer interactions. Plan how you’ll engage with your audience, not only on your videos but also on those that mention your brand. Decide on your response style. Set your engagement frequency. Plan how to handle comments, questions, and mentions.
• Syndication and reposting. Think about how you’ll share your TikTok content on other platforms. Will you include user-generated content? Reposting on Instagram Reels or YouTube Shorts can boost your TikTok reach.

A strategy should be flexible and adapt to what you learn. Allow space for experimentation. Be ready to refine your approach based on what works. If an ASMR packing video gets high engagement, consider making similar content.

5. Create engaging branded content that TikTok users want

To engage TikTok users, create authentic, creative videos. They should feel natural in the feed. Gen Z wants meaningful connections with brands. So, use real people in your content. It can build trust and foster genuine connections.

Engage TikTok users. Use trending sounds or join viral challenges that fit your brand. Craft humorous, relevant content that resonates with your audience’s values and interests.

6. Consider collaborations and influencer marketing.

TikTok creators are eager to partner with brands, so finding the right match is critical. A successful collaboration benefits both your business and the creator. Platforms like Shopify Collabs can help you connect with creators. They should align with your brand and budget. Also, teaming up with similar brands for cross-promotions can reach new audiences.

7. Check out TikTok’s ad platform

Video ads are rapidly growing, with 91% of business owners now using them. Organic content still works on TikTok. But targeted ads can boost your reach. TikTok ads let you target your audience and set campaign goals.

8. Get started with the TikTok sales channel.

Linking your TikTok account to a sales channel helps. It streamlines the customer journey and turns TikTok users into buyers. The TikTok-Shopify integration allows direct selling on TikTok, with inventory managed through customers. TikTok Shopping also enables shoppable content. It lets viewers browse and buy products without leaving the app.

9. Understand TikTok analytics.

TikTok has analytics tools for businesses. They can track and improve their performance on the platform. These insights can help you improve your video strategy. They can align it with your marketing goals, like growing followers or boosting sales. Access TikTok Analytics through the mobile app under Settings → Creator tools → Analytics.

Key performance indicators (KPIs) to track

The TikTok analytics dashboard shows your account’s performance. It has detailed metrics on your content and audience. Focus on these key areas to optimize your strategy:

• Post Views: This shows the total views your videos got. It lets you assess your reach.
• Profile views: Track profile visits. See how many users explore your brand beyond individual videos. This shows a deeper interest.
• Likes: The likes on your content show its appeal and engagement.
• Comments: The number of comments shows how well your content sparks discussion.
• Shares show how shareable your content is. They help you reach new audiences.
• Traffic sources: Find your viewers’ origins to improve your cross-platform strategy.
• Search queries: Find which terms bring users to your content. Use this to improve your content and hashtag strategy.

The Content tab has insights on your videos. It shows which content your audience likes best:

• Review your top posts to identify successful content and replicate effective strategies.
• Identify which types of content attract the most views to your account.
• Identify which content draws the most new viewers to your profile.
• Check which videos have the most likes. They show what your audience enjoys.
• Identify which content is encouraging users to follow your account.

Boost business performance on TikTok.

Once you start making TikTok content, you can improve your performance in many ways:

Learn the TikTok algorithm.

To succeed on TikTok, you must understand the algorithm. It will help you create content that ranks well in user feeds and on the Explore and For You pages.

TikTok’s algorithm recommends content based on individual user interests. Yet, with millions of videos competing for attention, only a few make it through.

Here are the factors the platform’s algorithm considers when ranking content:

• Engagement: TikTok uses metrics like likes, shares, and comments to gauge audience preferences. It also tracks video completion rates and saves. This helps it find what content resonates most.
• User interactions: TikTok analyzes the accounts a user follows and their content. This helps it understand users’ preferences.
• Video information: Captions, hashtags, and sounds in your videos help TikTok categorize your content. They decide when and to whom to show it.
• Device and account settings: Users’ language, device type, and country settings affect their For You page.

TikTok’s algorithm doesn’t consider follower count or past hits when recommending content. This allows new accounts the same chance to rank as established ones.

Master TikTok SEO

Optimize your content to make your videos more discoverable. This will improve its ranking in relevant searches. Here are some effective tips for mastering TikTok SEO:

• Find and use popular keywords in the niche that your audience is searching for. Use these keywords in your video titles, descriptions, and captions. This will help TikTok categorize your content and show users who are interested in those topics.
• Engaging with popular trends and hashtags can boost your visibility on TikTok. This is especially true if the trend is fresh and has low competition. Use relevant, keyword-rich hashtags to improve your content’s searchability.
• Engaging, informative, and entertaining videos attract more interaction. This signals TikTok to give your content more exposure. Use catchy captions, high-quality visuals, good lighting, clear audio, and creative editing. Do this to grab attention in the first few seconds.
• Active engagement on TikTok can boost your search rankings, visibility, and brand awareness. Participate regularly in community activities. Like and comment on posts—host live sessions. Respond to comments and messages. Start conversations to stay connected with your audience.

Use TikTok ads to achieve optimal results.

TikTok has various ad types that blend with its content. They can boost your marketing by expanding your reach and driving traffic to your site.

Collaborate with TikTok influencers.

TikTok is ideal for brands exploring influencer marketing. It offers a range of influencers. They include those with millions of followers and those with a few thousand fans.

Working with influencers helps you reach new audiences. It also builds your brand’s credibility through trusted voices. Here are some tips to make the most of your TikTok influencer marketing campaigns.

• Choose influencers who resonate with your brand voice. While more prominent influencers provide a broader reach, they can be costly. Smaller influencers are cheaper. They often have engaged followers and can have a significant impact. Your choice will depend on your specific campaign goals.
• Set clear goals before collaborating with influencers to ensure the effective use of resources. Your goals may be to boost brand awareness, increase followers, or drive sales. Influencers need to understand your expectations and align their efforts.
• After setting clear goals with the influencer, avoid micromanaging every detail. Share key points you’d like covered, but allow them the creative freedom to express these in their way. This approach builds your partnership and boosts your brand’s credibility. It does so by keeping the content authentic.
• Track and check your influencer campaign’s performance throughout and after its execution. Assess whether you achieved your goals or if you need to make adjustments.

If done well, TikTok influencer collaborations can greatly benefit your brand. Use an influencer marketing tool to find the best partners. Collaborate closely during planning to achieve great results.

Learn and grow from your TikTok analytics.

TikTok analytics provide valuable data on your profile, content, and audience. It helps you assess video performance, understand your followers, and make better decisions.

TikTok is very competitive. A data-driven approach can help your business stand out and get results. Focus on these key metrics to optimize your strategy:

• Video views, playtime, and completion rates
• Traffic sources (e.g., For You Page, hashtags, sounds)
• Likes, comments, shares, and profile visits.
• Follower growth and peak activity times
• Audience demographics, like age, gender, and location.
• Song uses, link clicks, and video downloads.

Analyze the performance of various video types, formats, lengths, and distribution methods. This will show you what engages your target audience most. Use patterns and trends in your data to shape your content strategy and posting schedule.

TikTok for Business FAQ

Can businesses use TikTok?

Businesses can use TikTok. Log into your account, go to settings, and switch from personal to business accounts.

Is TikTok for Business free?

Yes, creating a TikTok business account is free. Yet, features like the TikTok Ads Manager need fees to run ads.

Is TikTok good for business?

Depending on your goals, TikTok can enhance your marketing. Creating content and being active on the platform takes time. But finding the right balance of content and audience can be rewarding.

What is TikTok marketing, and how can it benefit my business?

TikTok marketing promotes your brand on the platform. Use engaging videos, trends, and collaborations. A large and diverse TikTok community lets businesses reach new audiences. They can build brand awareness and drive targeted traffic.

How do I connect with the TikTok community?

To engage the TikTok community, create authentic content. It should show your brand’s personality. Respond to comments, use popular hashtags, and collaborate with influencers. This will help you connect with your audience.

Is TikTok a good platform for small businesses?

TikTok offers excellent opportunities for small businesses to connect with their target audience. Small brands can engage on TikTok with creative ideas. They include product demos and behind-the-scenes content.

How do I grow my brand using TikTok?

Use the platform’s features to grow your brand and share TikTok ideas for businesses. Collaborate with influencers and engage with the community. This will build awareness and loyalty.

Conclusion

In conclusion, TikTok allows businesses to engage a vast, active audience. Brands can build awareness and connect with their target market. They can do this by using creative strategies, engaging with TikTok, and testing new ideas. A good TikTok marketing plan can boost your digital strategy. It can grow your visibility using organic content or targeted ads. Embrace TikTok’s unique potential. Watch your brand flourish on this fast-paced platform.