Every few years, a social media platform comes along and completely changes the way we interact online.
Facebook gave us the status update and allowed businesses to connect with customers right from their feeds. With Instagram, companies could create highly curated photo-driven feeds alongside everyday users sharing their lives.
Snapchat introduced the ephemeral story concept, but now, there's something new.
TikTok may be the dancing video platform, but organizations and regular users are going viral just like celebrities. If you think your audience may be on the platform, here's how to build a reputation, nail the algorithm, and make money on TikTok in 2025.
Why TikTok is a powerful platform for earning money
TikTok may be the latest fun app, but its value goes much deeper than trending dances and challenges. Here's why brands should be paying attention to their TikTok account.
Huge audience
As of 2024, TikTok users numbered over 1.5 billion, with 150 million US users, resulting in $3.84 billion dollars per year in spending. Considering the app was released in 2017, five years after Instagram and over ten years after Facebook, this is astonishing growth.
The majority of these users fall in the coveted Gen Z demographic that companies are very interested in connecting with. Gen Z represents a new generation of consumers, and companies with a strong, positive TikTok presence have the best chance of earning their loyalty.
Variety of content
TikTok might be well known for its dancing videos, but in reality, it supports a variety of content. Companies can use short videos of 15 seconds to make the best use of limited attention spans with challenges and testimonials, while long-form videos give brands the space to go in-depth for behind-the-scenes content, live announcements, and tutorials. Some even experiment with mini-documentaries.
This flexibility is great for different types of companies. For example, Chipotle uses behind-the-scenes, vlog-style footage of real crew members creating different food combinations. This gives customers inspiration for their next order.
Another example is Fenty Beauty, which posts tutorials on their TikTok account to connect with users and offer inspiration for different looks. The Washington Post uses funny content to connect with users and bring traditional news into a new digital era.
Livestreams
Livestreaming is particularly user-friendly with a TikTok account. Brands can conduct Q&A sessions, go behind the scenes at the office or industry events, and launch new products and services on the app. Each live is an interactive experience for users.
TikTok features a dedicated livestream tab on the app and suggests live content throughout the main feed. The app seamlessly integrates livestreaming with other content, giving companies flexible options for using this feature.
Grow on other platforms
TikTok also makes it really easy to export videos to other social media platforms from your TikTok account. Many TikTok videos make their way to Instagram Reels and YouTube Shorts for extended visibility. In some cases, the editing tools available on the platform can make it easier to post snippets or simply automate cross-posting for multiple audiences.
Automatic cross-posting capabilities are part of a consistent social media strategy. It's easy to recreate the wheel by making different content for each platform where you have a presence. While there are cases where it's best to create new content, you don't have to do that all the time. TikTok content can be easily downloaded and translated to another platform, such as your YouTube channel, to save you some time.
How brands can generate leads from a TikTok Account
TikTok's primary strength lies in its ability to create authentic, emotional connections with its audience. Content flexibility allows companies to experiment with the types of content their audience loves and most interacts with, and the availability of data gives companies insights into what works and what doesn't.
Here are a few strategies that can give brands traction:
- Interactive content: Brands like Elf Cosmetics used challenges to engage TikTok audiences, going as far as to write a song for the hashtag (e.l.f.'s "eyes, lips, face”). GymShark gained millions of followers during a period of about six months with its fitness challenges, including the viral "standing challenge."
- TikTok Ads Manager: With tools for precise targeting, brands can run TikTok ads that reach specific demographics, interests, and behaviors. For instance, a skincare company might target users interested in beauty tutorials.
- In-app links and shoppable posts: Features like direct links to websites or in-app shopping make it easy for viewers to transition from engagement to conversion. As we mentioned above, users are spending billions of dollars per year on the app, directly fueled by this feature reducing friction during the buyer's journey.
Types of content most effective for sales on TikTok
Some content types consistently outperform others when it comes to driving sales. Let's break them down:
- Tutorials and how-tos: Content that educates audiences about a product's use often leads to conversions. For instance, makeup tutorials featuring specific products can drive purchases.
- Behind-the-scenes content: Showing the process behind product creation fosters transparency. For example, sustainable fashion brands can highlight their ethical practices to attract conscious consumers.
- Challenges and trends: Leveraging viral trends connects brands to TikTok's active community. Ocean Spray's collaboration with the viral "Dreams" video exemplifies how trends can boost brand visibility.
- User-generated content: Encouraging customers to create content with your products builds trust. Brands like Red Bull frequently engage customers by resharing creative user content.
How to make money on TikTok: 10 easy ideas
TikTok offers quite a few ways to monetize content and generate leads. Let's look at exactly how to make money on TikTok using ten actionable strategies.
1. Create high-quality, engaging content
Everything you do for TikTok starts with content. Your instinct might be to create a very polished and professional feed, but take a moment before you decide on that. Your brand voice and mission will dictate what "high-quality" and "engaging" means. Look at your data to determine what your target audience wants to interact with and create a consistent schedule with a recognizable style.
For example, a high-end lifestyle brand may create videos with stunning visuals and heavily edited, nearly cinematic details to showcase different products. On the other side, an up-and-coming startup might make funny, off-the-cuff videos that are lightly edited to preserve the casual feel. In both of these cases, creators are posting what their audience feels is high-quality and engaging, even if they look completely different.
2. Leverage TikTok's Creator Fund
This may not apply if you're already an established business, but TikTok does offer a creator rewards program for posting content that performs well.
If you're an independent business, TikTok's Creator Fund may help you create a revenue stream. Influencers often take advantage of these payouts. Compensation is based on content performance, and while it's currently smaller than YouTube's compensation, it can still be a consistent source of revenue.
3. Partner with brands
TikTok influencers often make money by partnering with brands on TikTok, but companies can also collaborate with each other by forming partnerships to expand their reach and drive sales.
Companies with complementary products and services could create challenges or stitch videos. For example, a fitness brand might collaborate with a sportswear company, or a digital food magazine could partner with a company that makes kitchen appliances and other accessories. In both cases, these brands upload videos that promote products or services.
By working together, brands can share resources, access each other's followers, and create content that aligns with mutual goals. These collaborations can result in broader reach and higher engagement compared to working separately.
4. Use affiliate marketing
Affiliate marketing is another common influencer strategy to make money on TikTok, but businesses can also use it. Instead of earning money from affiliate links themselves, a company might give a TikTok creator the affiliate link, which can drive leads. Each sale may cost the company a small payout to the influencer, but the return is a fresh audience with built-in trust that's warm to purchasing.
Tools like TikTok's clickable links make these partnerships seamless, ensuring clear tracking of conversions. This data will help measure ROI and determine if the affiliate partnerships are worth it.
5. Sell your own products
A big goal of social media marketing is to drive customers back to the brand's website or landing page. Social media is borrowed real estate, so building a strong following off the platform helps improve consistency in sales.
Now that we've established that, TikTok makes it easier to cover two different types of selling: generating leads and shopping directly from the site itself. The platform allows clickable links in profiles and in shoppable content, so potential customers can be nurtured to move off the platform — think signing up for a newsletter or using a coupon code.
TikTok also allows users to shop directly from the app itself. They can browse, add to their cart, and complete the purchase without ever leaving the platform. By combining these strategies, companies can create a comprehensive sales funnel, capturing impulse buys through in-app shopping while nurturing long-term customer relationships via their websites.
6. Go live and receive gifts
One significant way influencers make money on TikTok is by receiving virtual gifts and collecting tips through livestreams. That strategy probably isn't going to work for a company, but that doesn't mean you shouldn't go live at all.
Think of TikTok Live as your company's chance to interact directly with existing and potential customers. You might showcase a new product, troubleshoot a common issue, or talk about new ways to use an existing product or service. Each of these types of content (and more) creates engagement because customers are able to ask questions, make comments, and watch demonstrations.
This engagement has two benefits. First, companies can create a buyer's journey that leads to clicks on a website or a landing page, newsletter or email signups, or even downloads. Additionally, live streams can seamlessly integrate shoppable links, allowing viewers to purchase featured products instantly. For example, a skincare company could demonstrate how to use its latest product line during a live session, with direct links enabling viewers to buy on the spot.
By using livestreams, companies have once again created ways for users to make purchases right from the platform. Then, the most dedicated fans will have the website and newsletter to extend their relationship with the company.
7. Become a brand ambassador
Influencers can become brand ambassadors, creating a partnership that combines the company's resources and products with the influencer's trust and built-in audience. This puts new eyes on a product and helps potential customers begin to trust the company.
For companies, finding brand ambassadors opens up new pathways to TikTok users who may not have interacted with the company before. Ambassadors act as long-term advocates, creating authentic, ongoing content that aligns with your brand values. Unlike one-off influencer partnerships, brand ambassadors build a consistent narrative, deepening trust with their audience over time.
The secret to this type of partnership is finding ambassadors who actually use your company's products or services. Ambassadors will need to disclose the official relationship and any sponsored content, so make sure your values align with the ambassadors.
The TikTok format lends itself to ambassador programs by allowing creators to showcase your products in multiple ways, from quick video shorts to long-form videos, up to an hour long. This approach helps businesses maintain a steady presence in their target audience's feeds, ultimately increasing loyalty and conversions.
8. Run ads for your business
Running ads for TikTok is a clear social strategy. TikTok's advertising options, such as In-Feed Ads, TopView Ads, and Branded Hashtag Challenges, allow businesses to drive traffic, increase visibility, and boost sales. However, the most successful brands on TikTok know how to blend ads with organic content for a cohesive strategy.
Organic content is still highly important to establishing an authentic brand voice and connecting with an audience. However, strategic use of ads can increase the reach of your organic content. This might be boosting content that's already doing well or by creating specific ads around things like new product launches, upcoming sales, product drops, or events.
9. Promote songs
If you have the opportunity to create a song the way e.l.f. Cosmetics did, this can be one way to go wildly viral. However, you don't have to write a song to take advantage of music on the platform.
You might use a song with lyrics that translate to your product or service. You may also choose to use viral songs or sounds to take part in trending content. A significant part of TikTok's engagement algorithm really is its sense of community. If you can post fun (or at least brand voice-appropriate) content with trending audio, you can build that same community.
10. Experiment with emerging programs and functions
Only individuals with a personal account are eligible for TikTok's new creativity program beta, but other creators are already using this function to help make money from their content. As TikTok continues to roll out monetization programs and new features, keeping up to date with new releases can help businesses make the most of the platform.
The program beta is also a good reminder to continue to evolve your TikTok content based on your audience data and trending content. Aligning this with your brand's overall voice and style can build a solid TikTok feed that your audience wants to interact with.
FAQs about how to make money on TikTok
Let's answer some remaining TikTok FAQs.
What is TikTok monetization?
TikTok monetization allows creators to make money off their content. TikTok rewards creators whose engaging videos keep users on the platform.
Businesses can take advantage of the same principles to create high-quality, engaging content of their own. While some monetization strategies aren't available for business accounts, social media is a good way to connect with existing or new customers to help boost revenue in the long run.
How do I get monetized on TikTok?
Individuals can make money on TikTok by taking advantage of quite a few programs, including TikTok Creativity Program Beta, but companies must focus on long-term strategy. Social media is a significant part of users' lives now, and more people than ever are connecting with brands on their preferred platform. TikTok has reached over a billion users, so it's a good way to gain exposure to new audiences ready to spend money.
Strategies like sponsored posts, influencer marketing, or even exclusive content can all be ways for your business to make money on TikTok.
How much money can I make on TikTok?
This is a tricky question for an individual, much less a business. There's potentially a lot of money to be made on TikTok, provided your ideal audience is active on that platform.
How do I get paid on TikTok?
Businesses can generate revenue on TikTok through multiple streams tailored to their goals. The most direct methods include sales via TikTok Shop and conversions from ads or affiliate marketing. TikTok Shop allows companies to integrate products directly into the platform, creating seamless purchasing experiences for users. Additionally, businesses can track performance metrics to ensure clarity on ROI for ad campaigns and affiliate partnerships.
For instance, a brand running TikTok ads can measure how many users clicked through to their website or made a purchase within the app. By combining organic content, ad campaigns, and shoppable features, businesses can streamline their payment systems and reinvest earnings into scaling their presence on the platform. TikTok's analytics tools also help businesses identify what's working and refine their strategies for maximum profitability.
TikTok pays content creators through its Creator Fund or partner programs. Additional income can come from sponsorships, affiliate marketing, and direct sales.
What is the TikTok partner program?
The partner program can help influencers connect with a company like yours for paid promotions, affiliate collaborations, and brand ambassadorships.
How can I increase my TikTok earnings?
Consistency is one of the biggest factors in earning money through your TikTok account. Once you've built an audience of dedicated followers who continue to interact with your videos and livestreams, that improves engagement. Engagement leads to better results with the algorithm. Once you have the algorithm figured out, it shows more users your content, bringing in new chances for people to buy your products and services.
Building a strong TikTok presence
TikTok can be a powerful tool for driving sales. Once you have a consistent brand style and have experimented with different types of content to see what users like, it has the potential to connect you to new customers and nurture relationships with existing ones. Those customers bring revenue.
Brandwatch is an official TikTok partner. Our easy-to-use dashboards allow you to study audience analytics, schedule and push videos, and moderate content at scale. Discover how we can transform your social media marketing strategy on TikTok and so much more.
