Eleven top tips for businesses that want to use TikTok

Cotswold Web • 18 March 2021

Video sharing app TikTok was the most downloaded app of 2020, with 2.6 billion downloads worldwide by the end of the year. It had 8.5 million users in the UK in 2020 and this is expected to rise to 10.9 million in 2021.

TikTok is already one of the most popular social media platforms ever and is still growing fast. If you get it right, it is a great way to engage with an audience and potentially reach millions of people. But for many people over the age of 30 it remains a mystery, so you can be forgiven for not knowing much about it and not understanding how it can work for your business.

TikTok is hugely popular with Generation Z (16-24 year olds), with 40% of users falling into that age bracket. The remaining users are largely made up of younger teenagers or millennials in their 20s and 30s, so it is a great way to target a younger audience.

TikTok is all about videos of between 15 and 60 seconds. It is a fun tool, which shows a less polished side to your brand, but can still drive traffic to your website.

While TikTok is mainly thought of as an app about singing and dancing, that’s not the only thing it’s used for! Anyone can use TikTok, and singing, dance or video experience definitely aren’t required.

As with most other forms of social media, TikTok users can follow others, like content, comment on it and share it to other platforms like Instagram and Facebook, which is a great way to get your business seen by a bigger audience.

So what are our top tips for businesses that want to use TikTok?

Spend time on the app before you actually start using it

Before you dive in and create your first videos, spend some time on TikTok to get a feel for it. It is a good idea to create a personal profile to play with before setting up your business profile.

There are two main areas of TikTok – the For You page and the Following page. When you open the app, you will be taken to the For You page (FYP). This is where you will see trending videos and top creators. As you start to follow people, you will see more content. But one of the important factors about TikTok is that you don’t actually need to follow anyone to get a good user experience.

The Following page will show you the latest videos from the TikTokers you follow.

If you tap the magnifying glass at the bottom of the screen you will find the Discover page, where you can see the top trending videos, users and hashtags. Use this to follow hashtags to find out what other businesses, including your competitors, are doing. Is there a gap in the market that you can fill with your own TikTok content?

Take time to understand what works, how users interact and how your business can fit in with that naturally.

The more time you spend immersing yourself in TikTok, the better you will understand it and how it can work for your business.

Be authentic

TikTok isn’t about being polished, it’s about being yourself and showing the true personality of your brand to help users connect and relate to your business. And the good news is that you don’t need fancy equipment to create TikToks. In fact, it’s frowned on by users to create content which appears too perfect. TikTok users simply create content on their phones (make sure they are vertical, not horizontal).

It might feel at first that TikTok is only singing and dancing, but there is a niche for everyone. TikTok is all about the trends – some of which come and go in a matter of days. Keep an eye on your EYP to see what the latest trends are and work out a way to tap into them, while also maintaining your own authenticity.

While trends are key to TikTok, there is also no harm in trying something new and letting your personality and brand shine. Even more ‘serious’ businesses need to aim for content that is fun, but that doesn’t mean it should be completely out of your comfort zone and not in keeping with your brand.

Ideas which could work for your business include:

An introduction to yourself
A day in the life of your workplace
A tour of the workplace
Meet the team
Meet your pets
How to use your products
Shout-out to other small businesses

Use music and filters

Music and filters are a really fundamental part of TikTok – even if you’re not singing or dancing.

The app has almost every popular song available to use, without copyright issues. It’s easy to browse and add music to your videos by tapping the Sounds button at the top of the screen.

Effects include speeding up or slowing down videos. Speeding up is great for things like recipes, DIY, makeover or organisation/ tidying videos.

Filters give you access to different screen colours and contrast levels, while effects will add moving icons to your videos.

Spend time playing around with filters, have fun and find out what works best for your business.

Post regularly

Some TikTok users post videos several times a day. That is unlikely to be possible for most businesses, and the risk is that you will quickly run out of content ideas, but it is important to post regularly. Posting three to five times a week is a good place to start.

Like other forms of social media, TikTok’s algorithm rewards consistency – making your videos visible to more people if you post regularly.

If you’re worried that you might run out of content ideas, it’s a good idea to plan out a content calendar with ideas for the coming week and month. With TikTok trends constantly evolving and changing, it wouldn’t make much sense to plan further ahead than this.

Once you find the sort of content which resonates with your audience and you get used to putting videos together more quickly, you may decide to start posting even more often.

Share your videos

Once you’ve posted a video, how do you know anyone will actually see it? This is a particularly big question if you are just starting out on TikTok or just starting to market to Gen Z.

Of course you could get lucky and your video might be creative enough, funny enough or tap into a trend brilliantly enough to go viral. But the reality is, you will need to put some work into sharing your videos.

The good news is that you can share your TikToks to other social media, like Facebook, Instagram and WhatsApp. If someone enjoys your video, they can share it on their social media too, helping you to reach a much wider audience.

You can also link to your TikTok on any newsletters or emails you send out.

Your audience doesn’t even need to have the app themselves to be able to view your content, so your customers can still check out what you have created.

Use hashtags

One effortless way to share your videos on TikTok is by using hashtags.

Hashtags are part of the caption on TikTok videos and the whole caption is restricted to 150 characters, so it is essential to get your hashtags spot-on and not waste characters on anything irrelevant. To give you some idea of relevant hashtags for your video, type a broad keyword into the search function on TikTok and it will come up with some related hashtags.

There are two types of hashtags – general and specific. General hashtags are more generic and can help you reach a larger number of people who have a general interest in your subject matter.

Specific hashtags will help you focus on the people most likely to enjoy your content and buy your products and services. If your business is operating in a particular geographical area, it is important to include this as one of your hashtags too eg #gloucestershire or #tewkesbury.

Ideally, it is best to use both specific and general hashtags in your TikToks.

Some popular TikTok hashtags for business include:

#motivationalvideo
#howto (any tutorial ‘how to’ video)
#fitness
#foodrecipe
#smallbusinesstips
#beautyblogger

Join hashtag challenges

The key reason for using TikTok as a business is to get your business noticed. Hashtag challenges help you do just that through participation and interaction with other TikTok users.

Hashtag challenges are a lot of fun and great way for your brand to be seen by users and other businesses.

In a hashtag challenge, a user challenges others to make and post a particular sort of video and to tag them using a specific hashtag. These are often dancing or lip syncing challenges, but could also be something like making a particular recipe.

There are usually lots of different hashtag challenges floating around at the same time, so it shouldn’t be too difficult to find one which is relevant, and to get involved.

If there is a hashtag challenge in your niche, it’s important to join in straightaway (before the trend is over) and show your take on it. Your brand and personality will help you to stand out from others taking part in the challenge.

Have a go at a few, then consider creating your own. Start small by challenging a handful of users to tackle your #hashtagchallenge. If they have fun doing it and challenge a few of their friends to try it too, it can easily snowball.

Suddenly people who have never even heard of your brand before are engaging with it because you’ve challenged them to show you their office organising tips.

Children and animals

They say to never work with children and animals because they always cause chaos. On TikTok, that sort of chaos is positively encouraged. Children and animals provide just the level of cuteness, fun and unpredictability that TikTok users are looking for.

So get your children and your pets involved – and see if your team want to get theirs involved too. The more the merrier!

Don’t forget to use a relevant hashtag on your videos like #dogsoftiktok – which users search for when they’re looking for a cute puppy to put a smile on their faces.

Work with influencers

Just as there are influencers on Instagram, there are also influencers on TikTok. Some of them are celebrities, but there are also plenty of normal people who have built up a large following on TikTok.

TikTok influencers will have different niches and different follower numbers, meaning different levels of influence.

As a brand, you can approach relevant TikTok influencers to propose a working partnership to help improve your own following. Obviously it is important that they are relevant to your brand, so a beauty influencer wouldn’t be a good fit for an educational brand, even if they do have a really good following.

Some ways an influencer may promote your brand include:

Using your product in a video
Talking about your product in a video
Linking to your brand in the video description
Posting about the brand in the description

Generally, the more followers they have, the more expensive they will be. But if you find an influencer working in the right niche whose personality is a good fit with your brand’s values, there is potential for a really good return on investment.

As TikTok is still relatively new, working with a TikTok influencer is likely to work out cheaper than working with an Instagram influencer and will be more effective at reaching the Gen Z market.

Use TikTok advertising

While TikTok is mainly about the organic reach, it is also possible to use paid advertising on the app. There are a number of advertising options, which offer precise targeting, so you can make sure your ads are reaching the users who would be interested in your products or services.

As it is still a relatively new tool, advertising on TikTok is a good option for companies which want to reach the 16-24 market and to grow their brand on a platform that isn’t yet overrun by competitors.

The four current ways to advertise on TikTok are:

Turning your existing hashtag challenges into promoted content, so they reach more people.
TikTok branded lenses, which are similar to the effects on Snapchat, and Instagram and give users a way to interact with a brand by playing with their filter, making them more aware of the brand and its products.
In-feed video advertising - videos of up to 15 seconds which appear whilst users explore posted content.
A brand takeover could put your business in front of potentially millions of users. It is a full-screen ad which is displayed when the user first opens the app, so is very hard to ignore!

Get a TikTok pro account

Anyone can use a TikTok pro account and it is important that you use one right from the start.

A pro account is helpful to track TikTok analytics and see what sort of content appeals to users and what doesn’t work as well. It will also give you insight into things like when your audience is most active, to help you work out the best time to post.

If you want to make TikTok work for your business, the key thing to remember is that, unlike your blog and other areas of the web, there is no evergreen content. TikTok is constantly changing and evolving and it is essential to move with the trends. If you can create your own trends, that’s even better!

Always stay focused on your audience and what they want to see, keep looking for inspiration, keep creating and keep posting, and you can make TikTok work for your business.

< Older Post

Newer Post >

WORK WITH US >

57 WAYS TO INCREASE SALES >

More Posts.

A man is pointing at a group of people with a marker.

Content Marketing Success: 8 Proven Strategies for Small Businesses

by Richard Jaques • 26 March 2025

In today's digital landscape, effective content marketing can be the key differentiator for small businesses striving to stand out. As consumers increasingly turn to online platforms for information, brands must engage their audiences through valuable content that resonates with their needs. Understanding the nuances of content marketing is crucial; it encompasses various strategies designed to attract, inform, and delight customers while ultimately driving sales. From developing engaging customer personas to measuring success through specific metrics, small businesses have an incredible opportunity to refine their marketing approach. This article explores eight proven strategies that can lead to content marketing success for small businesses, equipping you with the tools necessary to create impactful and sustainable marketing efforts. 1. Understanding the Importance of Content Marketing Content marketing is vital for small businesses. It helps connect them with their target audience, builds brand awareness, and drives organic traffic. A well thought out content marketing strategy lets small businesses compete with larger companies by using cost effective methods. Regularly sharing valuable content can position a business as an expert in its field. This fosters trust and encourages potential customers to seek their services. Documenting your content strategy also increases the chances of seeing your marketing efforts as effective, allowing a higher allocation of budget toward content marketing. Creating a diverse range of content types is key. Here are some content formats to consider: Blog Posts Social Media Posts Email Marketing Visual Content Developing a strategic content plan helps business owners carve out unique market spaces. Establishing clear business goals and using tools like Google Analytics to gauge conversion rates can refine your approach. Below is a quick checklist for effective content marketing: Know your target audience Set SMART goals Use a content calendar Perform a content audit By focusing on these elements, small businesses can enhance their content marketing efforts and achieve growth. 2. Developing Customer Personas for Targeted Engagement To create targeted content, small business owners should develop detailed buyer personas. These personas are fictional versions of ideal customers, including demographic and psychographic details. Tools like Google Analytics and social media insights provide valuable data to shape these personas, making them more accurate. Understanding your target audience through buyer personas is key. It allows content marketers to tailor pieces of content that address specific needs and challenges. This approach boosts engagement and builds trust with potential customers. It is often necessary to have multiple personas to cater to various products, services, or customer segments. Each persona reflects different motivations and interactions with your brand at various stages of the customer journey. Here's how you can develop them: Collect Data: Use surveys, Google Analytics, and social media insights. Analyse: Determine the needs, interests, and behaviours of your audience. Create Multiple Personas: Define different segments based on your findings. Tailor Content: Use the personas to guide your content marketing efforts. Effective personas lead to a successful content marketing strategy, enhancing your business goals with every piece of content created. 3. Crafting a Comprehensive Content Plan Creating a successful content plan is key for small business owners. It acts as a guide to align all your content marketing efforts with your business goals. Here’s how you can craft a comprehensive content plan: Identify Key Topic Areas: Focus on subjects relevant to your target audience. This ensures you create valuable content that speaks directly to potential customers. Choose Content Types: Use a mix of blog posts, infographics, and videos. Different content formats can help engage various segments of your market. Plan Distribution Channels: Decide where to share your content. Consider social media posts, email marketing, and your website for maximum reach. Set Calls to Action: Encourage your audience to take the next step. This could be signing up for a newsletter or visiting a product page. Utilise a Content Calendar: This keeps your content marketing strategy organised and consistent, minimising missed opportunities. Analyse Metrics: Use Google Analytics to track conversion rates, engagement, and content performance. Including these elements in your content plan aligns with the fact that structured strategies significantly boost success rates. Regular content audits refine this strategy further, ensuring continued engagement and growth .

A close up of a blue laptop keyboard with white keys

2025 Content Marketing: Tips, Statistics, and Strategies for Success

by Richard Jaques • 13 March 2025

This article will delve into the strategies, statistics, and tips that will define successful content marketing efforts in the coming years

A magnifying glass with the word seo on it

Advanced keyword research: Going beyond the basics

11 March 2025

Today, SEO is about far more than stuffing your website with keywords. Google and the other search engines are wise to this tactic and have moved on from it.

A woman is sitting at a desk using a laptop computer.

The role of user experience (UX) in SEO success

20 January 2025

While different disciplines, UX is becoming increasingly important to SEO success. It isn’t a direct ranking factor in SEO,

silhouette of a person against a backdrop of computer text

The impact of AI on SEO: How to stay competitive in the age of algorithms

19 November 2024

Heading 1 Artificial intelligence (AI) has had a huge impact in many areas of life and SEO is no exception. While it has made online searches easier for consumers, keeping up with it and staying ahead as a business can be challenging. As Google integrates advanced AI into its search results, businesses must rethink their SEO strategies. Understanding the future of SEO in the context of AI is essential to appear high on search rankings and remain competitive. Traditionally, search engine optimisation (SEO) has relied largely on keyword optimisation and link building. If you sell garden products, you would make sure the phrase ‘garden products’ was used frequently throughout your website. You would also look to get some links back to your site from other websites – maybe other businesses in your local area or in a complementary sector. These traditional SEO methods are becoming less effective. AI means search engines like Google and Bing have become better at understanding the intent behind a search, through machine learning algorithms analysing huge quantities of data, as well as natural language processing. Natural language processing doesn’t just understand the words in a query, it understands the context and intent behind it. AI can even understand synonyms, slang and regional variation in language! When someone searches for something online, AI can analyse, interpret and predict their behaviour. So businesses have to adapt their SEO strategies to changing algorithms to stay competitive. You need to have a deeper understanding of your target audience and produce content which meets their needs and answers their queries. It is about providing the best answer to the questions your audience is asking, because AI algorithms are skilled at recognising content which meets the search intent of users and provides value. This means that content which is designed to meet specific needs, answer questions and provide the solutions to problems is more likely to rank higher in searches. AI algorithms will prioritise content which resonates with users on a human level – with every paragraph adding more value and depth. This aligns with AI’s preference for content which engages and informs – and also helps build a stronger connection with your target audience. In addition, AI is making voice searches (e.g. Alexa) much more effective. Voice searches tend to use more words than online searches e.g. ‘find me healthy snacks for pre-school children’ rather than just typing ‘healthy snacks’ into Google with no context. This aspect of AI will continue to grow in importance and become even more widely used.