TikTok is no longer the new kid on the social media block.

Since it's launch, TikTok has skyrocketed to one of the most popular platforms out there – and getting noticed on TikTok is a sure way to get in front of your audience.

TikTok not only showcases products effectively but also influences users' buying decisions – with a significant percentage of TikTok users indicating that the platform assists them in making purchase decisions.

With over 1.5 billion monthly active users spending an average of 53.8 minutes daily on the app, people really can’t get off it. And there are a lot of opportunities for small businesses to grow their audience and boost sales and engagement, too – either through creating organic content, running paid ads, or setting up partnerships with creators.

Here's how you can get noticed on TikTok.

Why TikTok is a game changer for small businesses

TikTok has totally changed how small businesses connect with customers. Let us count the ways!

Unparalleled audience reach and diversity

TikTok has well over one billion active users worldwide. That’s a huge audience. And while it might be seen as an app for Gen Z, that’s a bit of a misconception – its diverse user base actually spans different age groups, interests, and locations.

All this gives small businesses access to potential customers they couldn’t reach before, so you can see why brands are jumping to get involved.

Another big selling point for brands is that you can target specific niches or expand to new markets easily, connecting with people all over the world. This is great for small businesses looking to grow beyond their local area.

Understanding your target audience is crucial, as it allows you to create tailored content that meets their specific needs and challenges. And while the app does have a wider audience than many think, its popularity among younger users is a big plus. It helps you build brand awareness with Gen Z and millennials, hopefully leading to a whole new set of customers.

High engagement and discoverability through TikTok's algorithm

TikTok's algorithm is known for being particularly good at figuring out what you like, and giving you more of it. This is also great for brands just starting out. The algorithm essentially seeks out the users who might be interested in your content, and serves it up on their "For You Page" (or FYP, as it's otherwise known).

This means your videos can go viral quickly and small businesses can get a lot of views and engagement without a big marketing budget. The algorithm picks up on engaging content, not just accounts with large followings.

And as with other platforms, you can also use hashtags and jump on trends to boost your visibility. If it feels right, you could tap into a viral dance or trending audio (a sound clip that you attach to your video) to get more eyes on your content. And if that doesn't feel quite right, TikTok's features like duets and stitches are another way to spread your content.

A perfect platform for visual storytelling

TikTok is well known for its focus on video and this format is excellent for showcasing your products or services. You can get quite creative and experimental on this platform, since the audience is often open to something they haven't seen before.

Even better, TikTok's built-in editing tools make it easy to create professional-looking videos – so you don't need expensive equipment or editing skills. This levels the playing field for small businesses with limited resources.

Setting up your business on TikTok

Creating a TikTok presence is super easy, and it only takes a few clicks. In this section, we'll break the process down so it's less daunting.

Creating a TikTok business account

To get started, download the TikTok app and tap "Me" in the bottom right corner. Choose "Sign up" and select "Use phone or email". Pick a strong password and verify your account.

Next, switch to a business account. Go to your profile, tap the menu icon, and select "Settings and privacy". Under "Account," choose "Switch to Business Account". Pick a category that fits your business.

It's worth doing the personal-to-business switch since it gives you more access to helpful tools like analytics and ads. Once you've got your business profile, you can also add a website link to your bio and use more music in your videos.

Optimizing your profile for maximum visibility

For small businesses on TikTok, your profile is basically your storefront. So make it count! Use a clear, eye-catching profile picture – your logo is just the thing. Write a snappy bio that tells people what you do in 80 characters or less.

Add your website link and include relevant keywords. This helps users find you when they search. If you have other social media accounts, you could link them too.

Then, to get started, create a few pinned videos that showcase your products or services. These stay at the top of your profile, so that new visitors will see what you offer as soon as they land on your page.

Understanding analytics for small businesses on TikTok

TikTok's analytics tool is a goldmine of data about your account and followers. To access it, go to your profile and tap the menu icon. Choose "Creator tools," then "Analytics".

You'll see three main sections:

  1. Overview: Shows your video views, profile views, and follower count
  2. Content: Tells you which videos are performing best
  3. Followers: Gives info about who's watching your content

If you spend some time with this data it will help give you clues as to what content works best. Then, look at when your followers are most active and post your optimized content during those times. You might also spot certain hashtags that bring in more views too.

Winning strategies for small businesses on TikTok

TikTok is great for all sorts of businesses, but those just starting out can get an extra boost thanks to the platform's dedication to creating equal chances at discoverability.

In this section, we'll share a few tips for creating content that's picked out by the algorithm.

How to create authentic and engaging content

To make your TikTok videos stand out, it’s best to focus on being real and relatable. Show the people behind your business and give viewers a peek behind the scenes. Share your origin story or highlight customer experiences.

The trick is to tap into trends and balance that with some originality – it’s not always an easy thing to master. For your routine posts, before-and-after videos, or quick tutorials that teach your audience something new often work well. Keep videos short, around 15-30 seconds, since most of our attention spans are fried these days.

To keep your content fresh, you could experiment with different video styles like stop-motion, time-lapse, or text overlays to find what’s a hit with your followers. The analytics will give you clues – just pay attention to which posts get the most engagement and create more content along those lines. One piece of advice is to continually experiment and adapt your social media strategies to see what resonates best with your audience.

Consistency is key: Posting frequency and timing

TikTok is nothing if not fast-paced. To keep up and grow your following, you need to post regularly. Many creators post multiple videos a day. Having said that, it's fine to start at a more reasonable pace and build up as your page gets more popular.

As for when to post, use TikTok's analytics to find out when your followers are most active. Then schedule your posts for these peak times to get more views and engagement.

TikTok advertising options for small businesses

TikTok offers a few different ways to advertise and reach new customers.

Let's look at the key tools and options available to help you get started with TikTok ads.

Overview of TikTok Ads Manager

TikTok Ads Manager is your central hub for creating and managing ad campaigns. It's pretty easy to use, even if you're new to digital advertising. You can set up an account, choose your campaign goals, and start running ads without much hassle.

Just like other social media ads, the platform lets you target specific audiences based on factors like age, location, and interests. You can also track how your ads are doing and adjust them to get better results. TikTok Ads Manager gives you tools to see how many people watched your ad, clicked on it, or took other actions.

Types of small business TikTok ads

TikTok offers different ad formats to fit your goals and budget:

  • In-feed ads: These show up as users scroll through their For You Page.
  • Topview ads: These appear when users first open the app.
  • Branded hashtag challenges: You can create a fun challenge for users to join.
  • Branded effects: Custom filters and stickers users can add to their videos.

Here's a tip: those in-feed ads are usually the best starting point for small businesses, since they're less expensive and blend in with regular TikTok content.

Setting a budget for TikTok advertising

Thankfully, you don't need big bucks to start advertising on TikTok.

The platform lets you set daily or lifetime budgets for your campaigns, and you can always start small.

Now, TikTok uses an auction system for ad placement. If you're not familiar, this means bidding on ad space, and TikTok shows your ad to users who are likely to be interested. You can choose between different bidding strategies: cost per click (CPC), cost per mille (CPM), or cost per view (CPV). Cost per mille is one thousand clicks, for those still learning the lingo.

A good strategy is to start small and test different ad types and targeting options. Then, track your results and put more money into what works best for your business. Remember, it's about finding the right balance between your budget and getting those all-important clicks!

Common mistakes small businesses should avoid on TikTok

While TikTok is generally quite good for small businesses, there are still some common hurdles that tend to pop up.

With that in mind, let's look at some key pitfalls to avoid.

Focusing too much on selling

TikTok users don't want to feel like they're being sold to all the time. If your content is just one sales pitch after another, people will get irritated and be unlikely to hit follow or engage.

So rather than going for the direct sales pitch every time, try to entertain and inform your audience as a general rule.

Mix in fun trends and challenges that fit your brand, along with the product stuff. This helps you connect with viewers on a more personal level. Oh, and when you do promote products, keep it natural and low-key.

TikTok moves fast. What's popular one week might be old news the next. If you ignore trends, your content can feel a little out of touch.

Stay up to date by checking the FYP often. See what sounds, effects, and video styles are trending, then think about how you can put your own spin on them.

Having said that, don't feel like you need to jump on every trend. Pick ones that make sense for your brand, then act fast before the trend fades.

Neglecting audience interaction

TikTok thrives on engagement. If you post videos but never interact with your followers, you're missing out on building real connections.

So respond to comments on your videos. Like and comment on other creators' content, especially in your niche. We love it when a brand pops up in the comments with something truly witty.

Want to know more about mastering TikTok? Explore Brandwatch’s Social Media Management solution and manage all your TikTok accounts from one single interface.

Frequently asked questions

TikTok is such a big player in social media these days, it can have many advantages for small businesses and brands.

Let's address a few lingering questions on this topic.

What type of content resonates best with TikTok's audience for small businesses?

Behind-the-scenes clips from brands usually hit the mark, since they show the human side of a business. Funny or entertaining videos often get shared a lot, especially if you can come up with something that has a bit of originality to it – so get creative!

Which strategies can help small businesses go viral on TikTok?

Going viral is a tricky thing – there's no tried and tested strategy here.

Having said that, TikTok videos that go viral tend to have a few things in common – they're relatable, or funny, and people can't resist sharing and engaging. To create that kind of content you'll need to aim for ideas that are unique to your brand but still relatable. Then, post at peak times when more users are online. And cross your fingers!

What are the first steps for a small business to set up a TikTok Shop?

This is pretty easy. Just sign up for a TikTok business account if you don't have one, then apply to join TikTok Shop through the app. Set up your shop profile with business details, and add products to your catalog with photos and descriptions. From there, you can start showcasing your items and (hopefully) watch the sales roll in.

How can small businesses measure success on TikTok?

Just like other social media metrics, this is all about tracking views, likes, comments, and shares on your videos. You'll also want to look at your follower growth over time. Your TikTok Shop sales will also tell a pretty clear story, if you have it!

If you want to go a step further, you could also tackle analytics from the other side and look at website traffic from TikTok.