This article is based on content from our recent webinar "Social Media Essentials: TikTok" by Paul Ince. Click here to see upcoming free social media and marketing events. 

TikTok offers unique opportunities for businesses, but succeeding on the platform requires a different approach than traditional social media. Here are top tips to help you make the most of TikTok to boost your business.

1. Focus on authenticity

TikTok users value real, unpolished content. You don’t need high-quality video equipment or perfect lighting; your smartphone is enough. Videos that look too polished may actually perform worse than those with a genuine feel. Show behind-the-scenes footage, answer customer questions, or share quick, off-the-cuff advice. Authenticity goes a long way.

2. Optimise tour profile

Choose a clear, recognizable profile picture that represents your brand well—TikTok profile images are small, so keep it simple. Note that you can only change your username once every seven days, so choose wisely. Until you have enough followers to add a link to your profile, consider linking to another social media page to help users find you elsewhere.

3. Understand the "For You Page" algorithm

TikTok’s For You Page (FYP) is the primary way content is discovered. The algorithm considers interests, engagement, location, and more, showing users content they're likely to enjoy. To increase your chances of being seen, create engaging videos that grab attention within the first few seconds. Use text overlays or captions to hint at what your video is about, as people often scroll quickly if they’re not immediately interested.

4. Embrace trends and use hashtags sparingly

Trends are central to TikTok, and hopping on one can get your content seen by more people. To be a successful creator you will need to invest time in consuming TikTok content in order to get the tone right, and to anticipate what’s going to be successful. Pay attention to popular sounds, memes, and video formats, and see if there’s a way to incorporate them into your content. However, keep your hashtags relevant and minimal—TikTok’s algorithm favors quality over quantity when it comes to hashtags, and it will pick up relevant keywords from your captions.

5. Keep your audience in mind

Every TikTok audience is different. Experiment to find what resonates with yours—whether it’s tips, humour, or how-to videos. Post as regularly as you can, at least a few times a week, to increase visibility. Use TikTok’s analytics to understand which videos perform best and where viewers tend to drop off.

6. Make the first few seconds count

To stop users from scrolling past, hook them immediately. Use captions or text overlays to preview the video’s content, or add an eye-catching sound. TikTok also has an auto-caption feature that’s useful for making videos accessible to viewers who watch without sound (around 80% of social media uers).

7. Get creative with formats: POVs, Duets, and Stitches

Try different formats like POV (point of view) videos that take viewers behind the scenes, or use duets and stitches to respond to other creators. For example, you could duet a relevant expert or stitch with a trending video to offer your own take.

8. Don’t be discouraged by low views

It’s common for people’s videos to receive only a few hundred views, but one good idea can suddenly reach tens of thousands. Persevere and keep posting consistently. TikTok rewards creativity and originality, so take time to find what works best for you.

By following these tips, you can leverage TikTok to build brand visibility, connect with a new audience, and ultimately drive growth for your business. TikTok is a dynamic, fast-paced platform, but with patience and a willingness to experiment, you can tap into its vast potential.

Next steps

Keep building your knowledge: Browse all upcoming workshops and webinars on sales, marketing, HR and more.

You can also read more Top Tips articles here.