If you’ve read the news or been online lately, you’ve probably heard of a new social media platform called TikTok.

Easily the largest and hottest platform, TikTok is so popular that even celebrities, politicians, and sports teams are making accounts and posting content.

TikTok for Business launched in June of 2020, and since then it has taken the marketing world by storm.

So, is TikTok right for your business?

Today we’re going to go over all the benefits of this exciting app and what kind of advertisements you can share to your audience’s feed.

TikTok for Business

What is TikTok?

TikTok is a popular social media platform where users can upload short videos. Since being merged with another application called Musical.ly and after the discontinuation of the globally popular app Vine, users have flocked to the platform in droves.

The videos posted on TikTok range from lip-syncing and dancing, to makeup or home improvement tutorials, to well-scripted original shorts and stand-up comedy. As TikTok’s popularity has grown, we are seeing more and more creative, original content being shared on the app.

Videos on TikTok can be anywhere from 15 seconds to 3 minutes long, and the application also allows users to host live streams on their profile, similar to Instagram.

TikTok is unique from other social media platforms because its users don’t even need to follow anyone to have a feed full of content. Instead, users can simply open the app and have a feed created by the app’s algorithm which chooses videos they may enjoy based on their demographic and location.

Getting Started with TikTok for Business:

1. Set Up Your Profile:

  • Profile Picture: Use a high-quality logo or image that clearly represents your brand. Avoid blurry or pixelated images.
  • Bio: Craft a concise and engaging bio that highlights your brand, value proposition, and target audience. Include relevant keywords and a call to action (CTA).
  • Username: Choose a memorable and easy-to-find username that aligns with your brand name.
  • Website Link: Add your website link to drive traffic and conversions.
  • Category: Select the category that best describes your business.
  • Pro Account: Consider upgrading to a Pro account for advanced analytics and insights.

2. Content Pillars:

  • Identify your brand voice and target audience: Align your content with their interests and preferences.
  • Choose key themes: Examples include product demonstrations, behind-the-scenes glimpses, educational tutorials, customer testimonials, humor, or trending challenges.
  • Content formats: Experiment with different formats like short videos, live streams, duets, and stitches.
  • Post regularly: Aim for consistent posting to stay relevant and engage your audience.
  • Quality matters: Invest in good lighting, sound, and basic editing to create professional-looking content.

3. Trending Sounds and Hashtags:

  • Research trending sounds: Use the “Discover” tab and trending hashtags to find popular sounds and challenges.
  • Choose relevant hashtags: Use a mix of general and niche hashtags related to your brand and content. Don’t overuse hashtags.
  • Create your own hashtag: Encourage user-generated content with a unique brand hashtag.
  • Track performance: Analyze which sounds and hashtags perform best and adapt your strategy accordingly.

4. Collaborations and Influencer Marketing:

  • Partner with other brands or creators: Collaborations can expand your reach and attract new audiences.
  • Find relevant influencers: Look for influencers whose values and audience align with your brand.
  • Set clear goals and expectations: Define the collaboration’s purpose, content type, and desired outcomes.
  • Offer value to the influencer: Provide fair compensation or product exposure in exchange for their promotion.

5. Paid Advertising:

  • TikTok Ads Manager: Create targeted ads based on demographics, interests, and behaviors.
  • Campaign types: Choose between In-Feed Ads, Top-of-Feed Ads, Brand Takeovers, Hashtag Challenges, and Spark Ads.
  • Budget and targeting: Set a budget and target your ideal audience for maximum reach and conversion.
  • Track results: Analyze campaign performance and adjust your strategy as needed.

Bonus Tip: Utilize TikTok analytics to understand your audience, track content performance, and optimize your strategy for success.

Remember, success on TikTok requires creativity, consistency, and engagement. By following these tips and continuously learning, you can leverage TikTok for Business to reach new audiences, grow your brand, and achieve your marketing goals.

What are the Benefits of TikTok for Business?

Like any social media platform, TikTok has numerous benefits. The growing popularity of the platform gives marketers tons of opportunity to grow their audiences, promote their products, create engaging content, and more.
A bar graph showing the growing number of UK-based TikTok users

Growing International Audience

Since its launch in 2016, TikTok has over 2 billion downloads. On average, the app has upwards of 800 million active users across more than 150 countries around the world. Whether you’re looking to reach a local or an international audience, TikTok is a great platform to use.

TikTok’s user base is made up mostly of teenagers and young adults, with over 13 million users in the United Kingdom alone. Based on the app’s growth so far, it is estimated that UK users will grow to over 16 million strong by 2024.


Influencer marketing is a staple for many businesses.

It is very successful because of the relationship between influencers and their followers. When an influencer promotes a product, their followers see it more as a recommendation than an advertisement.

This relationship builds trust between the influencer and their audience, and makes the viewers more likely to try out the product.

With TikTok for business, influencer marketing is taken to a whole new level. Other platforms such as Instagram and Facebook are saturated with brands and sponsored posts.

TikTok has the advantage of being a newer platform and is not yet widely used by brands, making it easier to come across as genuine and personalised to the audience.

Stay Within Your Budget
Stay Within Your Budget when promoting

No matter how big or small your company is, TikTok can be a great platform for all brands to promote on.

Some paid advertising on the platform can be costly and unaffordable to smaller businesses, but influencer marketing is cheaper on TikTok than other social media platforms.

Even if you’re not interested in paid advertising on the platform, you can still generate reach and engagement through original content posted on your page. For this, you only need your smartphone.

Sure, some brands use editing software to create amazing content, but it’s not necessary to create viral videos. No matter your budget, you will be able to create engaging content and have the chance to make huge gains on the platform.

Brands can be Authentic

One big thing that consumers are looking for from brands is authenticity. Audiences no longer fall for high-production commercial advertising, and prefer to see the authentic side of the brands they buy from.

TikTok for business provides companies with the perfect platform and opportunity to be authentic with their audience. They can give behind the scenes tours, filmed on their iPhones, host Q&A live streams, and even take part in fun trends if it matches with their brand.

Video Marketing is a Hot Trend

Across all networks, social media video content proves superior to any image or text posts. In fact, the average generation Z consumer spends nearly 5 hours a day on social media, and 3 of those watching videos online.

Videos have a unique power to engage audiences, as well as great ROI for brands. As more and more consumers prefer watching videos over other social media posts, this trend is not going to end anytime soon.

The Chance of Going Viral

On TikTok, every post has the chance of going viral. In fact, TikTok has come out and confirmed that they do not prioritise any page over another, and that follower counts do not influence whether or not your content will show up in someone’s feed.

This means that no matter if your account is 3 days or 3 years old, you have the same chance to create a hit video. Some users have even climbed to thousands of followers after posting just one video.

So, how do you increase your chances of going viral? Hop on trends!

If you scroll through your TikTok feed, you will notice that many videos use the same hashtags and sounds. Consider whether or not these hashtags and songs are appropriate for your brand and find trends that you can create content for.

This uniqueness makes TikTok especially great for smaller businesses, because it is the first platform to focus on viral marketing.

TikTok’s algorithm is much more democratic than other platforms’ like Facebook or Twitter. Instead of only the pages with huge followings getting attention, TikTok prioritises the early movers.

Thanks to this, smaller pages won’t struggle to make an impact against better-known brands in the same way they do on other social media networks.

Content Creation Best Practices for TikTok for Business:

1. Hook viewers in the first 3 seconds:

  • Start strong: Grab attention immediately with a question, surprising fact, funny skit, or visually stunning scene.
  • Hook types: Use humor, suspense, curiosity, or a relatable scenario to pique interest.
  • Keep it short and sweet: Aim for the first 3 seconds to deliver your hook and set the tone for the rest of the video.
  • Action in the first frame: Avoid static images and start with something engaging happening.
  • Preview your intro: Watch the first few seconds of your video to ensure it’s impactful and engaging.

2. Authenticity and storytelling:

  • Show your brand personality: Let your unique voice and values shine through.
  • Connect on an emotional level: Share stories, experiences, and humor that resonate with your audience.
  • Be relatable and transparent: Don’t be afraid to show the human side of your brand.
  • Use user-generated content (UGC): Feature customer stories, testimonials, or challenges to build trust and authenticity.
  • Focus on value, not just promotion: Offer educational content, tips, or entertainment alongside product features.

3. High-quality production:

  • Good lighting and sound: Ensure clear visuals and audible audio for a polished look.
  • Basic editing: Use transitions, text overlays, and music to enhance engagement.
  • Vertical format: Shoot in portrait mode (9:16) for optimal viewing experience.
  • Consider trends and challenges: Participate in trending challenges with a unique spin to reach a wider audience.
  • Mobile-friendly captions: Keep captions concise and easy to read on mobile devices.

4. Post frequency and consistency:

  • Develop a content calendar: Plan and schedule your content in advance for consistency.
  • Post regularly: Aim for at least 3-5 times per week to stay top-of-mind.
  • Experiment with different posting times: Analyze when your audience is most active and post accordingly.
  • Be timely: Respond to current events, trending topics, and holidays with relevant content.
  • Engage with your audience: Respond to comments, answer questions, and participate in conversations.

5. Community engagement:

  • Encourage interaction: Ask questions, run polls, and host contests to spark conversation.
  • Respond to comments: Show you appreciate your audience by replying to comments and messages.
  • Live streams and Q&As: Host live sessions to connect directly with your audience.
  • Duet and stitch challenges: Use these features to collaborate with other creators and expand your reach.
  • Run contests and giveaways: Offer incentives to encourage user participation and brand awareness.

Bonus Tips:

  • Utilize trending sounds and hashtags: Research and use popular sounds and hashtags to get discovered by new audiences.
  • Collaborate with influencers: Partner with relevant creators to leverage their reach and expertise.
  • Track and analyze your results: Use TikTok analytics to understand what content performs best and adjust your strategy accordingly.
  • Stay updated on trends: Keep an eye on evolving trends and challenges to maintain freshness and relevance.

Remember, creating engaging and successful TikTok content requires a blend of creativity, strategy, and continuous learning. By following these best practices and adapting them to your unique brand, you can build a thriving community and achieve your marketing goals on TikTok.

Is TikTok for Business Right for You?

When deciding which platforms to advertise on, there’s a lot of factors to consider. Being a newer platform, TikTok can be quite mysterious to those not familiar with the app.

However, TikTok is a fast-growing platform that can serve as a great advertising opportunity for many businesses, so it is worth considering.


TikTok’s user base is primarily younger, with over 50% of users being between the ages of 18 and 34.  If your target audience falls within this age range, TikTok for business is a great way to reach them!

On average, most users spend just under an hour on TikTok per day, with the younger demographics spending closer to two hours scrolling through the app daily. With nearly one in ten videos being sponsored or an ad, this provides brands a lot of space to advertise their business!

If your target audience is outside this demographic, however, TikTok may not be the best place to spend your time and effort. While the platform can be a very successful strategy for some companies, it is not very effective for B2B brands.

Advertising on TikTok

Although TikTok is not built as well for marketing as other social media platforms, the app has recently launched new opportunities for advertisers.

On TikTok for business, there are a few different ways to advertise:

  • In-feed ads: these are similar to Instagram ads, and users will come across them while scrolling through their feed on the app.
  • Brand Takeovers: a full-screen advertisement that is displayed when users first open the app.
  • Branded AR filters: similar to Instagram and Snapchat, this allows a brand to create their own face filter, which is live for 10 days.

Brands have also begun to create hashtag challenges on TikTok. To do this, companies share a video using a branded hashtag and encourage users to duet or recreate the video. Then, the TikTok community can respond and share videos of their own with the hashtag.

With hashtag challenges, your audience can turn into advocates for your brand, and further expand your reach. This is a great option if you want to focus on audience engagement.

An image of the different TikTok for business ad types

Influencer Marketing

Even though TikTok is a relatively new social media platform compared to veterans like Facebook and Twitter, it is a network full of influencers.

TikTok influencers have hundreds of thousands to even millions of followers, so any partnership with them is sure to introduce new consumers to your brand. In addition, now is a great time to engage with these influencers, since they currently charge significantly less than similar influencers on other platforms.

If you’re considering using influencer marketing on TikTok, make sure to choose your influencers carefully. Many businesses will choose their influencers based on their follower count, but on TikTok this metric isn’t as important as on other platforms.

On TikTok, users don’t just see content from the accounts they follow. While you may see slightly more content from an account you follow than one you don’t, your For You Page feed will mostly consist of trending videos, whether you follow the creator or not.

This is why some creators can get millions of views or likes with a very small following and overnight sensations are quite common on TikTok.

When choosing the right TikTok influencer for your brand, a track record of getting lots of views is more important than their follower size due to the platform’s unique feed dynamics.

User Generated Content – Monetise Your Audience!
monetise your audience

Especially if your target audience is the Gen Z audience, TikTok for business is a great platform for user generated content.

Studies show that generation Z enjoys being involved in the content creation process much more than any other generation. This is why they are watching less TV – it is not an immersive experience.

Another great thing about user generated content is that you can actually monetise your audience and use them as ambassadors for your brand.

Product reviews are becoming incredibly popular with users, and these videos are a great way to get your audience to try your product. Similarly, getting a clear call to action into your videos will help direct traffic to your website and get them into your marketing funnel.

If you can encourage your audience to post and share videos of themselves using your products, filters, or branded hashtags on TikTok, it is a great way to increase engagement and reach for your brand.

Creating Original Content

One great thing about TikTok is that you don’t need any professional recording equipment – you can create all the content you need on your smartphone.

However, while the video editing doesn’t need to be high quality, your ideas and content does need to be original and engaging. Unfortunately, not every business will be able to consistently do this, and the fun atmosphere of TikTok may not match all brands’ tones.

If your brand is very serious, and your marketing focuses on sensitive subjects or is very research-based, TikTok for business may not be a good platform to focus advertising on.

Potential Risks and Downsides of TikTok for Business:

While TikTok offers exciting opportunities for brands, it’s crucial to understand the potential risks and downsides before diving in. Here’s a detailed breakdown:

1. Negative Comments and Brand Safety:

  • Exposure to inappropriate content: TikTok, like any social media platform, can contain offensive or harmful content. You might encounter comments, trends, or challenges that don’t align with your brand values.
  • Online negativity: Negative comments, even if unjustified, can damage your brand reputation. Prepare for potential trolls or disgruntled customers.
  • Moderation challenges: Effectively moderating comments and content can be time-consuming, especially for larger brands.

Mitigation Strategies:

  • Clearly define community guidelines: Outline acceptable behavior and consequences for violations.
  • Moderate comments proactively: Address negative comments promptly and professionally.
  • Partner with moderation tools: Utilize software or agencies to assist with comment filtering and moderation.
  • Focus on positive engagement: Encourage positive interactions and showcase happy customers.
  • Be prepared to disengage: Don’t engage in online arguments or fuel negativity.

2. Time Commitment and Resource Drain:

  • Consistent content creation: Creating high-quality content requires time, effort, and potentially resources like videographers or editors.
  • Community engagement: Responding to comments, participating in trends, and running contests takes ongoing effort.
  • Learning curve: Understanding the platform, trends, and algorithm requires time and research.
  • Paid advertising: Paid advertising can be an additional resource commitment, especially for complex campaigns.

Mitigation Strategies:

  • Develop a realistic content calendar: Plan achievable content goals based on your resources.
  • Utilize user-generated content (UGC): Encourage customers to create content for your brand, reducing your workload.
  • Repurpose content across platforms: Adapt successful content from other platforms to save time.
  • Leverage collaboration: Partner with influencers or agencies to share the workload.
  • Track and analyze results: Focus your efforts on content that delivers the best return on investment.

3. Algorithm Changes and Trends:

  • Dynamic platform: The TikTok algorithm and trending topics can change rapidly, requiring constant adaptation.
  • Content that worked yesterday might not work today: Staying relevant and engaging demands continuous learning and adjustment.
  • Trend fatigue: Overused trends can become stale and ineffective.

Mitigation Strategies:

  • Stay informed: Monitor industry news, follow relevant creators, and analyze TikTok updates.
  • Experiment and diversify: Try different content formats, sounds, and hashtags to see what resonates.
  • Focus on evergreen content: Create valuable content that remains relevant even beyond fleeting trends.
  • Be agile and adaptable: Respond quickly to algorithm changes and emerging trends.


Despite the potential downsides, TikTok offers immense potential for businesses willing to invest time, effort, and adapt to its dynamic nature. By mitigating the risks and understanding the challenges, you can leverage this platform to connect with your audience, build brand awareness, and achieve your marketing goals.

TikTok Could Be Your Next Marketing Adventure

TikTok has become a powerful marketing tool for many businesses around the world.

With its young, growing audience, cost effective influencer marketing, and easy trends to jump onto, it’s no surprise that TikTok is the fastest growing social media platform currently.

With all the benefits TikTok for business has to offer, it is worth considering whether your brand could be successful on the platform. There’s no harm in trying out TikTok marketing for yourself. So, download the app, scroll through your feed, and see if TikTok can fit into your marketing strategy.


Q: Is TikTok right for my business?

A: Consider your target audience, content capabilities, and commitment to consistent engagement. If your ideal customer spends time on TikTok and you can create relatable and valuable content, then it could be a valuable platform.

Q: How much time and resources does it take to succeed on TikTok?

A: Consistent content creation and community engagement require effort. Analyze your resources and set realistic goals. Explore user-generated content or collaborations to optimize your time investment.

Q: What are the best content formats for TikTok for Business?

A: Experiment with formats like behind-the-scenes glimpses, product demos, educational tutorials, humor, and trending challenges. Focus on high-quality production and value creation.

Q: How can I measure my success on TikTok?

A: Utilize TikTok analytics to track video views, engagement metrics, website traffic, and follower growth. Monitor trends and adapt your strategy based on performance data.

Q: How can I handle negative comments or brand safety concerns?

A: Define community guidelines, moderate proactively, partner with moderation tools, encourage positive interactions, and disengage from unproductive negativity.


TikTok for Business presents a dynamic and exciting opportunity for brands to connect with new audiences, build brand awareness, and achieve marketing goals. While there are potential risks and challenges, understanding them and implementing effective strategies can mitigate those concerns and turn TikTok into a powerful tool for your business. By embracing creativity, consistency, and adaptation, you can unlock the potential of this platform and build a thriving community around your brand.

To learn more about improving your social media marketing strategy, contact ProfileTree today.

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