An introduction to TikTok (and why your business should be on it)

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. Don't miss the next in this series, "Social Media Essentials: LinkedIn"

Since its current form launched in 2017 (previously known as Musical.ly), TikTok has rapidly grown to become the platform where users spend the most time each month—an impressive global average of 31 hours, outpacing YouTube and Facebook. For businesses, this is a golden opportunity: TikTok offers an unmatched chance to reach potential customers in a more dynamic, personal way. If you're a business owner wondering if TikTok could be useful, here’s an introduction to why it might be the platform for you.

Why TikTok?

TikTok is fundamentally different from traditional social media. Rather than the polished aesthetics of Instagram or the information-heavy posts on Facebook, TikTok thrives on authenticity. Users appreciate content that feels real and unfiltered, so you don’t need fancy equipment or professional videography to succeed. This has made TikTok accessible to a wide range of businesses, from farming to accountancy, and opened doors for brands without visually “pretty” products.

The platform’s audience is highly engaged, spending far more time consuming content than creating it. This means businesses have a large, diverse audience to reach. And with the platform’s robust algorithm, your content can find the right viewers—even if they don’t already follow you. TikTok’s “For You Page” (FYP) curates content based on user interests and engagement, helping you reach people who are likely to find your content relevant.

What makes TikTok unique?

1.    Discovery Platform: While social media is often used for connecting with friends and family, TikTok also functions as a search tool, especially among younger users. People increasingly turn to TikTok for answers to questions, product recommendations, and ‘how-to’s, making it a place where businesses can showcase their expertise.

2.    Shopping Features: With TikTok’s built-in shopping capabilities, customers can purchase directly on the app, reducing steps between content and conversion. However, these features are available only with a business account, which limits your choice of music to commercially approved sounds.

3.    Trends and Engagement: Trends drive much of TikTok’s content, and the platform encourages users to jump on popular audio, themes, or memes. Being part of a trend can boost your reach, making your content more likely to be served to new audiences.

How can businesses use TikTok?

TikTok works well for businesses willing to focus on entertaining and engaging content rather than straightforward sales pitches. This means you might want to take a creative approach to introduce your product or service—show how it fits into users’ lives in a relatable way or offer valuable insights. For instance, a business coach might share short tips on productivity, while a food business could demonstrate recipes. By thinking “entertainment first,” you can better engage the TikTok audience.

TikTok has become a place for experimentation and spontaneity. You never know which video might go viral, so it’s worth posting regularly, participating in trends, and seeing what resonates. With patience and persistence, TikTok can become an incredibly valuable tool for connecting with your audience, building brand loyalty, and growing your business.

Next steps

Read next: Top tips for TikTok success.

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