tiktok for small business

Harnessing TikTok for Small Business Growth       

Picture of Written by Owen Baker
Written by Owen Baker

Guest Author

How can you make the most out of your small business TikTok presence? 

In case you haven’t heard, the platform is stepping up to challenge Amazon’s e-commerce supremacy by launching TikTok Shop. This innovative feature allows customers to purchase products directly from small and large business accounts alike. 

This is an exciting development for the platform as it expands its reach to social commerce, beyond just being a video-sharing app. It opens up new opportunities for brands and TikTok creators to monetize their presence on the platform.

Brands, including small businesses, can tap into TikTok’s massive user base and directly promote their products to a highly engaged audience. That, in turn, could lead to significant business growth and increased brand awareness.

Let’s explore how small businesses can leverage TikTok’s potential to achieve their goals.

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Short Summary

  • TikTok’s user base is massive and varied, spanning across different age groups, interests, and demographics. This diversity presents an excellent opportunity for small businesses to target and expand their customer base by tapping into niches and partnering with influencers who resonate with their brand values.
  • TikTok’s features promote high levels of engagement and interaction. For small businesses, participating actively in TikTok conversations can help build a sense of community, foster trust, and ensure further audience interactions.
  • Joining popular trends can significantly boost a small business’s visibility on TikTok. Staying active on the platform and keeping an eye on the latest trends.
  • Small businesses can use various TikTok ad formats, such as Spark ads and sponsored hashtags, to reach their target audience effectively. Additionally, integrating relevant and popular hashtags into your content can increase visibility, attract a broader audience, and potentially bring in new customers.
  • Repurposing existing videos for TikTok can save time and resources while helping to maintain a consistent content stream. Using social media management tools like SocialBee allows for the planning, scheduling, and sharing of content across different platforms, ensuring a steady presence and engagement with your audience.

Why TikTok Is Essential for Your Small Business

When used properly, TikTok can be an effective medium for small companies to communicate with their old and new customers. 

Here are a couple of reasons why TikTok is essential for small business owners:

  1. Diverse audience
  2. Engagement and interaction
  3. Other creative opportunities

1. Diverse Audience

TikTok’s sprawling user base of 1.5 billion offers a golden opportunity for small businesses to pinpoint and engage with their specific target market.

The platform’s diversity in age, interests, and demographics means there’s a niche for every brand. 

From fashion to finance, and pets to DIY, TikTok’s wide-ranging content spectrum ensures that you can connect with influencers who resonate with your brand values and reach an audience tailored to your business needs once you get started with the platform.

This unique mix makes TikTok an ideal space for small businesses aiming to expand their customer base in a highly targeted manner.

Here are the largest audience segments for TikTok based on age and gender according to Statista:

  • 25% of TikTok users are between 10 and 19 years old
  • 22.4% of TikTok users are between 20 and 29 years old
  • 21.7 of TikTok users are between 30 and 39 years old
  • 20.3% of TikTok users are between 40 and 49 years old
  • 57 % of TikTok’s users are women
  • 43% of TikTok users are men

2. Engagement and Interaction

TikTok’s features that enable engagement (share, like, comment, report, duet & stitch) have proven to be a game-changer for small businesses. 

The platform’s algorithm customizes content based on individual user interests, successfully captivating its audience for extended periods.

Additionally, the platform offers a continuous stream of short, engaging videos, complemented by easy sharing and commenting features, fostering a highly interactive environment.

3. Other Creative Opportunities

Having a TikTok business account gives you the opportunity to showcase your unique products and services on the platform in creative and innovative ways. 

For instance, small businesses can engage with their audience through the duet function, adding a collaborative and interactive element to their content. 

Additionally, companies can highlight their offerings by sharing live demonstrations, providing DIY tips that incorporate their products, or posting humorous clips enhanced with visual effects. 

These strategies not only present products in an engaging and relatable manner but also help build a community around the brand, making its marketing efforts more effective and memorable.   

5 Top Small Business TikTok Marketing Tips

As a small company owner, TikTok’s vast reach may help your brand substantially.

Let’s look at five top marketing strategies that can boost your small business account presence, and help you attract a larger audience.

Here are some TikTok for small business tips:

  1. Participate in trends
  2. Leverage micro-influencer collaborations
  3. Take advantage of relevant and popular TikTok hashtags
  4. Run TikTok ads
  5. Repurpose your videos and share them on TikTok

People love trending content; that’s why it’s trending in the first place, right?

One of the most effective ways to gain visibility on TikTok is to participate in popular trends. From dance challenges to comedic skits, trends on TikTok are guaranteed to capture the attention of millions of users worldwide.

Joining these trends can help you connect with a larger audience, expanding your small business’s TikTok following. 

To be able to join TikTok trends, it’s crucial to stay active on the platform and keep an eye on the latest challenges and viral videos. Pay attention to the “For You page” to see what content is gaining popularity and what the current trending sounds are.

Following accounts from similar niches and competitors and engaging with their content can also help you get a sense of what’s trending in the TikTok community.

Once you know which trend to jump on, create original content that aligns with it. You can follow the trend to the letter or, better yet, put your unique spin on it.

Here’s how Ryanair jumped on a popular TikTok trend, “We’re X, of course we Y”:

ryanair tiktok trend


You could also add your personal touch via unique editing techniques or a witty caption to help you gain attention and make your videos more memorable.

2. Leverage Micro-Influencer Collaborations

Micro-influencers are social media personalities with a smaller, yet highly engaged following, typically ranging from a few thousand to tens of thousands of followers. 

For small businesses operating on limited marketing budgets, forming partnerships with these micro-influencers often proves to be a more cost-effective strategy than engaging with larger TikTok influencers or celebrities.

Here’s how to leverage micro-influencers in your TikTok strategy:

  • Research hashtags and trends: Begin by exploring popular hashtags and trends relevant to your industry on TikTok. This approach helps pinpoint users who are already producing content that resonates with your niche.
  • Evaluate influencers: Carefully assess potential micro-influencers by looking at their follower count, engagement rates, and the quality of their content. This evaluation is crucial to understanding their impact and ensuring they align with your brand values and target audience.
  • Initiate engagement: Reach out to potential micro-influencers with a personalized message. Express your interest in their content and propose a collaboration that benefits both parties. Alternatively, consider using an email finder tool to obtain their contact details and follow up with a thoughtful email proposal.

Incorporating micro-influencers into your TikTok video strategy can significantly amplify your brand’s visibility. 

By posting content that engages the right audience, small businesses can create success stories through authentic and relatable marketing campaigns.

This method not only aligns with budget constraints but also fosters a genuine connection with potential customers.

Here’s such an example of micro-influencer collaboration:

tiktok micro influencer collaboration


Micro-influencer @paola.ocha above, for instance, is a great fit for small business Velvet.co, as she is passionate about fashion.

TikTok hashtags serve as a potent mechanism for small businesses to amplify their presence.

Integrating relevant and trending hashtags into your video content can significantly boost your videos’ visibility, attracting a broader audience and potentially new customers.

Here’s how you can harness the power of TikTok hashtags for your business:

  • Select appropriate hashtags: Effective use of hashtags involves targeting those that your desired audience follows. While creativity is encouraged, ensuring some alignment with the content and the hashtag’s general theme or audience expectation is beneficial.
  • Discover popular hashtags: Utilize third-party tools for hashtag research or manually scout for popular hashtags. This process involves observing the hashtags used in trending videos and selecting those that resonate with your brand and content strategy.
  • Incorporate hashtags in captions and descriptions: Embedding the chosen hashtags in your video captions and descriptions not only aids TikTok’s algorithm in categorizing your content but also enhances its recommendation to users with aligned interests.

By strategically selecting hashtags, your approach mirrors the principles of Search Engine Optimization (SEO), optimizing your content for relevant searches within TikTok.

This strategy ensures that your videos are discoverable by users actively searching for topics related to your business, content, or industry.

This strategic move not only broadens your reach but also strengthens your brand’s presence on TikTok, paving the way for substantial engagement and growth.

Check out these hashtags used by digital planning agency The Werk Life to boost its small business TikTok account growth.

The Werk Life tiktok video


To maximize the reach and longevity of your content, it is vital to use a mix of trending and evergreen hashtags. This will ensure that your content remains relevant and visible over time, differentiating you from other small businesses.

Generate Your Hashtags and Create Collections!

SocialBee allows you to create a healthy mix of popular and specific hashtags that can boost the visibility of your posts and help your potential customers find your content online. 

In fact, you can also make use of the Hashtag Generator to help you research hashtags popular in your niche.

SocialBee's hashtag collections

With SocialBee you can create TikTok hashtag collections and organize them in different categories.

4. Run TikTok Ads

TikTok provides different types of ads businesses can use to effectively reach their target audience and promote their products or services. All you need is a TikTok Ads manager account to get the ball rolling.

The most popular paid advertising format is the Spark in-feed ad, which appears seamlessly in users’ content feeds as they scroll through the app. These ads usually last up to 15 seconds and can be in the form of videos or images with captions. 

Here’s an example of how TikTok Spark in-feed ads look like:

spark ads valentino

Spark TopView ads, on the other hand, appear at the top of the For You TikTok feed, and can be up to 60 seconds long.

Revolut tiktok ads

Brand takeover ads, meanwhile, are short, snappy images or video ads that last at least three seconds. These TikTok for business ads give brands a 100% share of voice on the day they’re featured.

That means no other brand takeover ad will appear before a user on the day, making this type of advertising powerful. 

Here’s how businesses on TikTok can spread a brand takeover ad:

lamb weston brand takeover

Remember what we said about how popular and relevant hashtags can boost your content visibility? Well, there’s another type of hashtag you might want to leverage, this time, in TikTok advertising: the sponsored hashtag

You can create your own hashtag and start your own branded hashtag challenge. Encourage users to participate by creating their own videos and using the sponsored hashtag. 

Guess is an example of a brand that leverages this type of TikTok video ads for their denim product line. It’s not a small business, but you can take a cue from its popular sponsored hashtag challenge, #InMyDenim.

#inmydenim tiktok hashtag


As part of your TikTok advertising, you can also create your own branded effects. Make your own branded stickers or filters users can incorporate into their own content in order to build excitement. You can also integrate this type of ad into your branded hashtag challenge.

While TikTok ads work best paired with organic content, there’s no reason not to invest in this type of paid advertising. 

Of course, you still need to consider your budget before setting up your TikTok ad campaign. From all these ad formats, TikTok Spark ads are probably the best for small businesses that are starting out with limited budgets.

The minimum budget for a TikTok Spark ad campaign is $50 per day. Once you have much more money to spend, you can start investing in the other ad formats. 

Check with TikTok’s advertising platform or contact a TikTok for business consultant for specific pricing details and options that align with your budget and business goals.

5. Repurpose Your Videos and Share Them on TikTok

Repurposing existing videos can save you time and effort in content creation. Instead of creating new content from scratch, you can give a fresh spin to your existing videos from another social media platform–whether these be Instagram Reels or YouTube shorts—and then share them on TikTok. 

Here’s how to refresh your existing videos for TikTok:

  • Utilize video editing effects: Experiment with various video editing effects to find what best suits your brand’s style. Popular choices include slow motion, time-lapse, and thematic filters. These can transform the feel of your video, aligning it more closely with your aesthetic and the expectations of your TikTok followers.
  • Incorporate music: Considering that 50% of users find TikTok videos with music more engaging, integrating trending sound can significantly boost the appeal of your content. Music adds a layer of fun and can make your videos stand out in the feed, attracting new viewers and potential customers.
  • Types of video content to repurpose: Look into repurposing bits from webinars, podcasts, or live events. Such content, when edited into shorter, more engaging clips, can provide valuable insights or entertainment to your TikTok audience.
  • Adjust the size/length: TikTok videos should ideally be short and to the point. Aim for 15 to 60 seconds to keep your audience engaged. Ensure your repurposed content fits within these parameters, trimming or segmenting longer videos as necessary.
  • Reshare frequency: It’s crucial to strike a balance. While resharing popular content can boost engagement, doing so too frequently may lead to audience fatigue. Consider the performance of previous posts and audience feedback. A good rule of thumb is to wait several weeks or even months before resharing, depending on your content volume and variety.

By exploring different ways to repurpose your content, you not only save resources but also create opportunities to present your brand in a fresh light.

This approach encourages the creation of new videos that resonate with your audience, potentially driving more traffic to your TikTok account and increasing visibility for your new products or services. This way, you can find people who can be responsible for a boost in your online sales.

Plan, Create and Schedule Your Social Media Posts!

Using a social media management tool like SocialBee empowers your small business to plan, create, and schedule posts across all popular social media platforms, ensuring your content strategy remains uninterrupted, even during the busiest periods.

Plus, with SocialBee, you can effortlessly reintroduce evergreen content to new audiences.

SocialBee's content calendar

Try SocialBee to keep your TikTok strategy consistent.

Frequently Asked Questions

1. Is TikTok Good for Small Business Owners?

Yes, TikTok is good for small businesses. It can help enhance their marketing efforts with its expanded and diverse audience base. The greatest features is the TikTok Shop, as it allows businesses to sell directly on the platform, offering product links, a customizable storefront, live stream shopping, and an affiliate program.

2. Can I Promote My Small Business on TikTok?

Yes, you can promote your small business on TikTok. You can create promotional videos showcasing your newest products or services. You can also enhance your authority as a brand by posting informative content in your niche. Humorous videos can also make you stand out and indirectly promote your brand.

3. How Often Should I Post on TikTok?

You should post on TikTok one to four times a day, according to the platform. Once you have your small business TikTok account up and running, though, monitor your own content performance. Check your analytics to determine the specific posting frequency that ensures content engagement and works for you.    

Ready to Use TikTok for Business Success?

TikTok has evolved as an essential platform for small businesses because of its enormous user base, creative format options, and engagement and interaction features. 

As such, TikTok can easily help small businesses enhance their marketing efforts and reach a broader audience.

You learned five TikTok marketing tips to follow for the best results. Join current trends, connect with micro-influencers, use relevant and popular hashtags, run TikTok advertising campaigns, and repurpose your existing videos for TikTok. 

Continue to create content and stay true to your approach. With time, your small business TikTok profile–and your small business–will reap the rewards.

Ready to enhance your small business TikTok strategy with an intuitive, feature-rich platform? Start your 14-day SocialBee trial!

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About the author: Owen Baker is a content marketer for Voila Norbert, an online email verification tool. He has spent most of the last decade working online for a range of marketing companies. When he’s not busy writing, you can find him in the kitchen mastering new dishes.

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