If you're a brand and you haven't started doing TikTok for business yet, then you better start moving fast.

TikTok may be relatively new compared to other sites, but in less than a decade it's become one of the most popular social media platforms out there.

Not only do 1.6 billion people around the world have a TikTok account, but it's the most popular app downloaded globally.

It's an especially good platform for brands whose target audience is young, as around 60% of its users are aged under 34. In fact, more than half of all US TikTok users are under 30.

An engaged TikTok community and the platform's flexibility when it comes to direct sales make it the ideal place for brands to do business.

You might not know this, but a lot of those young users are even choosing TikTok as their preferred search engine, and that's quite revolutionary. It's changing the way people use the internet and how they interact with brands.

Luckily, you're not too late to set up a TikTok for business profile, even if the competition is fierce. Brands can make an instant impact in the TikTok algorithm if they get their strategy right.

This simple guide will look at how to set up your TikTok for business account, and how to use it to reach those all-important goals.

In this article,

Why TikTok is essential for businesses in 2024

TikTok has soared in popularity at a much faster rate than Facebook and Twitter when they launched more than 15 years ago. As with many social media platforms, brands weren't really there at first. It was mostly just kids doing dances, along with some memes and #cottagecore scenes.

But all that has changed – as the variety of content on TikTok has exploded, brands have realized that the platform offers significant opportunities and access to highly engaged audiences.

TikTok's audience demographics and growth potential

The stats around TikTok's growth are impressive. More than a third of US adults now use the app, with around six in ten of those being under 30.

And it's not just for teens anymore – older adults are now joining at a fast pace too, widening the appeal for businesses.

If the trend continues, it'll be interesting to see if youngsters stay on the platform for long. One thing many teenagers aren't too fond of is having their parents share on the same platform.

Benefits of using TikTok for business

TikTok has a huge audience, pushing into more demographics, and it makes selling and brand awareness campaigns easy to execute. What's not to love?

If you can tap into the casual vibe of the platform, then TikTok offers ways to boost your brand and sales like no other social media site.

The algorithm is finely tuned – thanks to the amount of data users permit TikTok to access – and that makes it easy to find interested users, even if they don’t follow you.

All you need is the right analytics tool to map out your content and execute your strategy.

Speaking of which, if you want to develop a winning strategy, then it's worth knowing a little more about TikTok analytics.

Setting up a TikTok Business Account

Let's look at the process of creating a TikTok Business Account to make sure it gives you access to worthwhile data. Thankfully, it's pretty easy to get started.

Step-by-step guide to creating a Business Account

You can launch TikTok for business in no time:

  1. Start by downloading the TikTok app from the Apple App Store or Google Play Store. It's usually better to do it through the app rather than logging in on your browser, as it's far easier to keep on top of everything this way.
  2. Next, open the app and tap the Profile icon in the bottom menu. Click "Sign Up" to register if you don’t have an account yet. This should take you only a few minutes, but make sure you provide accurate business details. You don't want to look unprofessional later.
  3. If you already have a personal account, you can switch to a Business Account by converting your existing TikTok accounts. This saves you a little bit of time. Simply go to your profile, tap the three dots in the top-right corner, and select "Settings and privacy." Choose "Manage account" and tap "Switch to Business Account." Fill in your business details, including your industry and contact information.

And that's it – you now have access to TikTok’s business features, like analytics and the Commercial Music Library. Now it's time to focus on your TikTok content strategy and get interacting with your audience.

Creating content that resonates with TikTok audiences

TikTok has totally transformed the way individuals and brands approach content creation.

Before TikTok came along, social media was all about still images or longer videos. The recent popularity of short-form video content (especially in portrait orientation) is all because of TikTok. Even Instagram didn't realize the true value of shorter videos until TikTok showed the way forward.

TikTok has led to other changes in the way we produce engaging content, too.

Today, authenticity is key, whereas before popular content used to be more polished. Niche trends can really take off – for example, a trending sound can be used hundreds of times, and the TikTok community won't get tired of it.

If you understand all of this, you can create content that resonates with your target audience.

Developing a content strategy for TikTok

You can't create a TikTok strategy overnight, but there are some simple steps that all brands have to go through. It starts with defining your brand voice and target audience on the platform. You might already have a good understanding of this from your existing brand research, or you may need to start from scratch and use marketing tools to help.

Then create your content calendar to plan your posts and make sure you stick to the schedule. Invest in good-quality content and be willing to do the same thing over and over again. TikTok users love consistency.

Once you've posted some content, you can use the platform's built-in analytics to track your initial TikTok performance and adjust your strategy, or plug your account into a monitoring tool like Brandwatch.

Content ideas to boost engagement

Brands have tried everything to engage with their audiences on TikTok. Some of those ideas work, such as Duolingo's bird dancing through head office. Most don't, with 60% of branded TikTok videos deemed forgettable.

Ideas for boosting engagement include:

  • Giving your employees a starring role in your videos. This at least makes your brand look human.
  • Offering tutorial videos with an edge or a unique style that captures viewers' attention even if they haven't bought your product.
  • Using a bit of humor to take the seriousness out of the content. Users are less likely to scroll away if they sense something's going to make them laugh.
  • Collaborating with influencers or other brands can be a great way to expand your reach and introduce your brand to new customers.
  • Encouraging user-generated content to boost engagement. Running contests or giveaways can be a great place to start here. It's the sort of thing brands do almost by default these days.

Anyone already on TikTok for business is probably making some effort to stay up to date with current trending topics, sounds, dances, and challenges.

Some are so popular that you can't miss them. Others take days and weeks to grow into a viral sensation.

The art of TikTok is to jump onto trends without it feeling forced. If you spot any popular challenges that align with your brand values, don't be afraid to get involved. That said, don't worry about missing out if a trend doesn't align with your brand – you don't need to be part of every conversation.

If competing in someone else's challenge doesn't feel quite right, you could create your own instead.

And here's one final, lesser-known tip: TikTok's algorithm favors content that uses popular audio clips, so if you can find a way to make that work with your brand, it'll boost your reach. We appreciate it's not always easy.

You might like

Very Demure, Very… Off-Brand? How to Use Trends in Social Media Marketing

Learn how to leverage social media trends effectively in your marketing strategy.

Advertising options for businesses on TikTok

TikTok for business offers really smart ways to reach their target audience through engaging video ads.

Advertising on TikTok is a bit different from other platforms. In this case, users expect entertaining, authentic content – even from brands. You'll need to think like a TikTok user, focusing on short video content and maybe tapping into a few trends.

Overview of TikTok ad formats

There are a few different ad formats on TikTok, each of which will suit different marketing goals.

First of all, there are in-feed ads. These appear in users' For You feeds, blending in with organic content.

Similar to this are the top-view ads. These are full-screen ads that play when users first open the app.

These are both similar to more traditional forms of advertising, like TV ad spots. They're good for driving brand awareness and traffic.

Slightly more innovative is the idea of things like branded hashtag challenges, in which you encourage user-generated content around your brand. These are good for boosting your engagement rate.

TikTok for business even gives you the option of creating branded effects – these are custom AR filters and stickers users can add to their videos.

Best practices for running TikTok ad campaigns

TikTok ads are different from the ones you might see on TV, YouTube, or X. The ones that get the most engagement feel authentic and genuine. They're not glossy or polished, and they're definitely not expensive.

TikTok users prefer people-made content, so ads need to reflect that style.

You can still capture attention by using popular music and trending sounds. Weaving your product into a trending video style – for example, a shoe company using their products in the latest dance craze – is the sort of smart way brands advertise through natural-looking content.

Once your ads are out there, it's important to monitor them with a social media tool like Brandwatch that gives you complete control of your campaign.

Understanding and mastering the TikTok algorithm

Nailing a TikTok marketing strategy requires you to understand the algorithm.

TikTok frequently makes updates to how its users interact on the platform, so a strategy that works well to reach new audiences one week might need rethinking the next.

Mastering TikTok's For You Page

The For You Page (FYP) is TikTok's main feed. It's powered by TikTok's algorithm and shows users content based on their interests and behavior. It learns what you like and keeps giving you similar content.

That's how you can end up watching 15 baby videos after seeing just one 30-second clip of a new dad talking about parenthood.

TikTok probably has the most addictive algorithm because of its ability to quickly source similar content over and over. It learns what you like and serves it back to you.

It also considers video information like captions, sounds, and hashtags. Your location and language preferences play a role too, helping the algorithm fine-tune recommendations down to the smallest detail.

Tips for optimizing content for the algorithm

If you want to get your content on more FYPs, there are a few tricks to keep in mind.

First of all, you need to post consistently because the algorithm favors active accounts.

Engagement is always important, so try to create content that invites a bit of a conversation in the comments.

Trending sounds and hashtags can help too, but as a brand, you might want to use these carefully and only when they're particularly relevant.

You might like

How to Optimize Your Brand for Social Media Search

Make your brand stand out in social searches – learn social media SEO essentials.

Measuring success on TikTok

Businesses use plenty of metrics to measure social media success, and TikTok is no different. What is a little more unique about TikTok for business, though, is the ease with which you can sell directly on the platform.

Direct sales is just one of the various social media analytics available to businesses. To measure success, you need to track the performance of your content using those analytics and shift your strategy based on the results.

Using TikTok analytics to track performance

TikTok's built-in analytics provide valuable insights into your account's performance and this is the perfect place to start, especially if you don't have the budget to subscribe to more advanced third-party analytics tools.

Access basic data points like video views, likes, comments, and shares. The platform also shows your follower count and growth over time.

Pay attention to your engagement rate, which measures how well your videos resonate with viewers. Also, look at metrics like average watch time and completion rate. These tell you if people are watching your full videos or dropping off early.

If you don't feel you're getting the full picture here, then look at a social media monitoring tool to help.

Adjusting your content strategy based on data

Over time, your TikTok profile will start to generate the data you need to give a full picture of your performance. You might only have been using TikTok for business for a week or two, but you'll have enough data to reconfigure your content strategy.

You might find that you don't need to make many adjustments, or you might need to make major changes.

The biggest rule on TikTok is to make more of what works. There's a lot of repetition on TikTok, but most users don't seem to mind.

Examples of successful brands on TikTok

Some brands have mastered TikTok for business far better than others. In fact, the platform is now so popular that many brands solely focus on TikTok and direct all sales through the platform.

Here are two TikTok success stories that are worth knowing about.

Gymshark's community engagement

Gymshark is a workout clothes brand that was enjoying reasonable success doing Facebook Live in the mid-2010s. However, the company surged during the pandemic, as millions of TikTok users began filming their at-home workouts.

Gymshark gained two million TikTok followers in six months and gave what their viewers wanted – namely, challenges, fitness journeys, and funny gym mishaps.

The content is fun and serious and encourages the Gymshark community to post similar videos. This, coupled with a strong relationship with micro-influencers, means Gymshark is a true success story of TikTok for business.

Crocs and trending content

Crocs used to be thought of as comfortable, but cringe-worthy – the sort of shoes your granny would wear when gardening.

Well, not anymore. The brand has found a winning formula on TikTok by tapping into trends and inspiring social media strategies. Customization challenges have really worked for them, along with a savvy strategy of giving freebies to micro-influencers.

By embracing TikTok's quirky vibe, Crocs have gained popularity among fashion enthusiasts. These days, Crocks are even spotted at Fashion Week.

Frequently asked questions

TikTok for business offers loads of tools for businesses to connect with their audience. Let's explore some common questions about using TikTok for your company.

What's the process for logging into TikTok Business Manager?

To log in to TikTok Business Manager, go to the TikTok Ads website.

Click "Login" and enter your username and password.

If you have two-factor authentication, you'll need to complete that step.

Once logged in, you'll see your dashboard with account options.

How can businesses use TikTok Shop to boost sales?

TikTok Shop is great. It lets you sell products directly on the app, and it's popular because loads of influencers direct their followers there.

To get involved, just tag items in your videos and live streams. Users can buy them without leaving TikTok.

Are there any costs associated with setting up a TikTok for business account?

Nope. Creating a TikTok business account is free. You won't pay to switch from a personal account or to use basic features.

Costs come in when you decide to run ads or use premium tools. But ad spending is flexible, so you can set a budget that works for you.