How can I grow my business on TikTok?

Business Basics
Business Marketing
Small Business
How can I grow my business on TikTok?

If you want to take advantage of the growing popularity of TikTok and use it as a platform to grow your business, you've come to the right place. TikTok is a social media app that allows users to create and share short videos, and it has quickly become one of the most widely used apps in the world. Here are some steps you can take to effectively grow your business on TikTok:

1. Create a TikTok Business Account


Creating a TikTok Business Account:

  • If you don't have an account: Log in to TikTok and create a business account to leverage advanced marketing and analytics features.
  • Converting to a Business Account: For existing accounts, it's recommended to switch to a business account to access additional functionalities.

Steps in Browser:

  • Click on the icon situated in the top right corner to access settings.
  • Navigate to the left navigation bar and select the "Business Account" option.
  • Toggle the Business Account button to the "On" position to activate it.

Accessing Business Account Features:

  • Once activated, a new interface will be presented to facilitate the setup process for your business account.

Following these steps will enable you to set up and access the various features available for business accounts on TikTok, including analytic

2. Understand the TikTok Algorithm

To effectively grow your business on TikTok, it is important to understand how the app's algorithm works. The algorithm takes into consideration factors such as video completion rate, user interactions, and engagement to determine which content to show to users. By creating high-quality, engaging, and relevant content, you can increase your chances of getting your videos in front of more people.

Develop a TikTok content strategy.

A content plan will detail the optimal posting times, posting frequency, and content types to be shared on TikTok. It is beneficial to utilize a content calendar to effectively schedule important events and dates such as product launches, promotions, global holidays, shopping events, and niche cultural events tailored to the target audience. In the case of selling pet food, it would be prudent to plan content for International Cat Day.

Your strategy should also include the management of comments and customer questions, collaborations, and influencer partnerships, and guidelines for brand style (particularly if you have staff or work with an agency).

3. Define Your Target Audience


To gain insights into TikTok users' preferences, it is advisable to dedicate time to exploring the platform. The For You page (also known as FYP) and Discover page feature popular TikTok trends. Additionally, it is beneficial to discover relevant hashtags and subcultures that align with your specific customer profile.

If you operate an online bookstore and your target audience consists of book enthusiasts, consider exploring the #booktok subculture. Although trends can offer some guidance in content creation, it is important to prioritize those that are relevant to your specific target audience.

Establish your goals

Goal setting is important when starting a business. This includes using TikTok for business. Make specific goals for TikTok in your marketing plan. Do you want to increase brand awareness? Build a community? Drive traffic to your online store? Keeping these goals in mind will keep your videos on track. These goals will also be useful when running TikTok ads.

4. Create Engaging and Unique Content

One of the keys to success on TikTok is creating content that is unique, entertaining, and relatable. Users on TikTok are looking for content that is authentic, creative, and visually appealing. Whether you choose to create tutorials, behind-the-scenes footage, or user-generated content challenges, make sure your videos are engaging and encourage users to like, comment, and share.

Use behind-the-scenes content

The showcasing of the operational processes within a business is a highly favored category of branded video content on TikTok. "Consumers are seeking evidence of your activities, whether it involves fulfilling your initial order or discussing sales figures on a release day," states Erin. This type of content serves to fulfill customer inquiries, humanize your brand, and potentially highlight the appeal of your products.

In this example, lifestyle brand provides a detailed look into the daily operations of its merchandising director through a behind-the-scenes account.

The "pack an order with me" trend is a popular content type on TikTok that allows you to take your audience behind the scenes as you pack up a customer order.

5. Utilize TikTok Trends and Challenges

TikTok is fueled by trends and challenges, which are popular themes or dances that users participate in and recreate. Participating in TikTok trends and challenges can expose your business to a wider audience and increase your chances of going viral. Stay updated on the latest trends and challenges and find creative ways to incorporate them into your content.

Identify a trend and provide a unique perspective on it.

On TikTok, there are always new sounds, stickers, memes, and challenges that are popular. Erin enjoys spending free time scrolling through TikTok, thinking about how she can use the sounds in her office or create skits based on funny things that happened recently, even if they don't relate to her work.

During the emergence of the Wes Anderson trend in spring 2023, several brands incorporated the concept into their own creations. The Musee D'Orsay in Paris, recognizing a perfect fit for their brand, showcased the museum's ornate interiors through the lens of the director's style.

Explore the achievements of individuals on TikTok who have found success.

Numerous brands have effectively utilized TikTok for business purposes, including product launches, audience acquisition, and achieving viral success. Gain insights from three founders who have employed successful strategies and acquire knowledge on how to expand your business on TikTok.

6. Collaborate with TikTok Influencers

Influencer marketing is a powerful strategy on TikTok. Collaborating with influencers can help you reach a larger and more targeted audience. Look for influencers in your industry or niche who align with your brand values and have a strong TikTok following. Partnering with influencers can increase brand awareness, credibility, and engagement.

TikTok creators want brand partnerships. Look for creators who match your ideal customer and offer sponsored content within your budget. You can also collaborate with compatible brands to reach a new audience through cross-promotion.
Utilize Shopify Collabs to discover influencers who can boost sales.
Shopify Collabs provides a platform for partnering with creators, promoting products, reaching new customers, growing sales, and tracking affiliate campaign performance, all within the Shopify admin.

7. Engage with Your Audience


Engage Actively with Your Audience:

  • Respond promptly and authentically to comments, fostering a conversational atmosphere.
  • Pose questions, seek opinions, and actively participate in discussions to encourage interaction.
  • Express genuine gratitude for your audience's support and involvement.

Leverage Hashtag Challenges for Community Engagement:

  • Initiate or participate in trending hashtag challenges to encourage user participation.
  • Create content that aligns with popular challenges to broaden your content's exposure.
  • Engage with a wider, massive audience by tapping into the trend's visibility and popularity.

By actively engaging with your audience through meaningful interactions and leveraging trending hashtag challenges, you not only strengthen your brand's connection with existing followers but also attract a broader audience, significantly increasing your content's visibility and impact on TikTok.

8. Promote Your TikTok Content on Other Platforms


  • To maximize your reach, promote your TikTok content on other social media platforms, such as Instagram, Facebook, and Twitter. Cross-promoting your content will expose your TikTok account to a wider audience and increase your chances of gaining new followers and potential customers. This approach enhances your social media management strategy, allowing for a broader reach across various platforms and amplifying your content's visibility. Utilize social media analytics, TikTok advertising, and marketing insights to track the performance of your content across different platforms, helping you refine your strategies for better engagement and growth.

Take a look at TikTok's advertising platform:

  • Video ads have become increasingly popular, as evidenced by 91% of business owners using this ad format for their brands. While organic content can still be effective on TikTok, running a targeted ad campaign can help you reach a larger audience. Utilize TikTok ads to optimize audience demographics and campaign goals that are important to you.

TikTok ideas for small businesses to enhance brand growth:

  • If you're in need of ideas, here are some TikTok video suggestions from Erin Dubs, the founder of activewear brand Azur Fit and the creator behind the company's successful TikTok account.



Is there a cost associated with using TikTok for business purposes?

TikTok's business account is free, although there may be costs associated with certain features such as the ads manager for running paid ad campaigns.


Is TikTok beneficial for businesses?

TikTok can be a valuable platform to invest in for your business, depending on your needs. While creating videos and staying active on the platform can be time-consuming, the potential results can be worth it for businesses that find the right content and audience combination.


What are the steps involved in setting up a TikTok account for a business?

There are several steps to follow when starting on TikTok for business.

Establish a professional profile and convert your account to a business account.

Develop a plan and objective for your TikTok endeavors.

One option to consider is creating videos and promoting your content through ads and utilizing popular hashtags.

You can evaluate your results and assess your content performance by utilizing TikTok's built-in analytics tools.

In conclusion, TikTok offers immense potential for businesses to expand their reach and grow their customer base. By understanding the TikTok algorithm, defining your target audience, creating engaging content, staying on top of trends, collaborating with influencers, and actively engaging with your audience, you can effectively grow your business on TikTok. Stay consistent, be creative, and enjoy the process of connecting with a whole new audience through this exciting platform.

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