TikTok has taken social media by storm, and the platform’s popularity is showing no signs of waning. The short-form video content platform is addictive, and users can spend hours getting lost down the content rabbit hole. 

Like other social media platforms, TikTok also supports business accounts where companies can create content to market themselves and their products. Like other paid media platforms TikTok For Business helps companies with content strategies, targets and audiences. But TikTok is such a new platform that most small businesses don’t see the value of investing money and time into the platform. We think every company, especially small businesses, should have a TikTok account. 

Here’s why you should have a TikTok account: 

Growing brand awareness:

Think of TikTok as less of an acquisition platform but more for awareness and to show off your brand’s personality and creativity.

Staying on-trend:

TikTok is all about trends, from dance moves to topics, content types, and more. Knowing the trends and how to capitalise on them will take your marketing efforts to the next level.  

Audience engagement: 

At its core, social media is all about connecting and engaging with your audience. TikTok allows brands to connect to their customers on a human level because it’s less ‘curated’ than your Instagrams and feels more authentic. 

Advertising your services or product:

The goal is to create good content and market your product on TikTok in an authentic and humorous way. TikTok can be as fruitful as other media platforms if you cultivate your audience and put out good content. 

How to promote your business on TikTok:

Create a TikTok account:

Firstly, you need to create a TikTok account for your business. Download the app and register using your cellphone number and email. Navigate to your profile and tap on Settings and Privacy. Then tap Manage Account and then Switch to Business Account. Choose a category that best describes your business, and your account is now a business account. 

Optimise your account:

TikTok, like most social media platforms, also functions as a search engine. Your profile needs to be optimised to include specific keywords in your bio. Your profile also needs to be visually appealing and align with your brand ethos because it acts like your storefront. 

Here’s how you optimise your profile: 

  • Upload a profile picture that best suits your brand and vibe. 
  • Use the short bio to describe your brand in the most concise way. Include keywords that you want to target. 
  • Link to your business website in the URL section. Be strategic about the link by linking to a promotion or the main landing page that you want customers to see first.


Get familiar with the platform:

The magic word for all social media platforms is Algorithm. Every platform functions differently and has a different algorithm. You need to spend time on the platform to learn how it works and use that knowledge to improve your visibility. 

Some of the factors that influence who gets shown your video on TikTok are:

  • Relevant hashtags  
  • Popular sounds 
  • Video effects 
  • Trending topics 
  • Captions 

And that’s why staying on-trend is crucial because you need to use popular effects, sounds, topics, etc. to get more eyes on your videos. 

Develop a content strategy: 

Build a content calendar for TikTok that includes the type of content you will post and the frequency. For instance, humour and dance videos do well on TikTok, but informative videos also tend to do well. Work to find that balance between posting funny videos for awareness and educational videos that are more acquisition focused. 

Use TikTok advertising: 

If you have the budget, use TikTok advertising. Paying for ads will give your content the boost you need to create a conversation around your business and gain followers. The goal with paying for advertising is to gain enough followers and virality that you ultimately won’t need to pay, and your organic content can do all the work. Do your homework and be sure of your intent before you spend money. 

Here’s a concise guide to setting up paid ads on TikTok: https://influencermarketinghub.com/tiktok-ad-management/ 

Make use of TikTok analytics: 

Analytics are crucial in figuring out what works, where to improve and when is the right time to post. Get familiar with your TikTok for Business dashboard and use those insights to improve your content. 

TikTok is supposed to be an informal and fun platform. It’s relatively new, and there is so much untapped opportunity and room for you to experiment. The important thing is to have fun with it and not to take it too seriously. It’s all about making social media fun again, and sinking your teeth into it will definitely make you fall in love with marketing.