How to use TikTok for business in 2025

In today’s digital world, understanding what social media marketing is is essential for small businesses.

Social media marketing is about leveraging and utilising platforms such as TikTok to connect with audiences, raise brand awareness and drive engagement to boost sales. 

With over a billion active users worldwide, TikTok has transformed social media marketing and the type of content that users want to see online. Gone are over-styled and perfect ads and in their place are more relatable, “raw” content.

Thanks to its unique algorithm that prioritises the quality of the content and viewer interest over follower count, TikTok is a great marketing choice for small businesses that want to get noticed.

In this article our experts look at how brands of all sizes can harness the power of TikTok for business, exploring strategies and tips that will help you showcase your brand. 

Key benefits of TikTok for small businesses

Using TikTok for business can be one of the most effective types of digital marketing when it comes to engaging with younger audiences, driving brand awareness, and creating compelling content.

Some of the key benefits of using TikTok for business are:

• Wide reach: with over 1 billion users worldwide, TikTok offers a huge international audience to target.
• Viral potential: TikTok’s algorithm works by promoting engaging content meaning you have a better chance of going viral than on other platforms.
• Community building: TikTok can be a great way of building an engaged community that aligns with your core beliefs.
• Cost-effective: organic growth is possible on TikTok and there are also a variety of TikTok ad options depending on your budget.
• Sales increase: TikTok Shop means selling directly on the platform, boosting your sales.

Setting up a TikTok business account 

There are three different types of TikTok accounts you can set up, a personal account, a creator account, or a business account.

For your small business, you’ll want to opt for a business account. A business account gives you access to all of TikTok’s marketing tools including analytics and ads and you can also set up a TikTok shop, making it a great choice for those who want to use TikTok for dropshipping.

To set up your TikTok Business account you need to:

• Download the TikTok app.
• Create a new account.
• Tap the hamburger menu in the top right corner and navigate to Settings & Privacy > Account.
• Select Switch to a Business Account.
• Choose the category that accurately describes your business.

Creating content that works on TikTok

TikTok for business is all about creating the right type of content for your brand and audience. 

Understanding TikTok content types

TikTok is all about short and engaging videos. TikTok videos can vary in length. If you’re recording in the app, they can be between 15 seconds and 10 minutes but if you’re uploading an external video they can be up to 60 minutes long.

We wouldn’t recommend uploading anything near that length though, keep your videos short, sweet, and engaging, and hook the audience in those first few seconds.

You can also create live streams on TikTok, where you film and upload in real-time and users can watch along and comment.

These can be great for real-time engagement and content ideas include Q&As and product demos. 

Content ideas

So what content should you be creating for your TikTok account? Well that will all depend on your brand and your audience demographic, but some ideas for engaging TikTik content are:

• Behind-the-scenes videos that showcase the personality of your brand. This could be anything from a day in the life of your staff to the process of creating a new product.
• Product demos and tutorials showcasing how to use your products. These are great to both convince people to make a purchase and as an educational tool for existing customers.
• Customer testimonials and reviews are another great content idea. You can create stylised videos of written reviews or get video testimonials from happy customers.
• Quick tips that are related to your business go down well on TikTok, for example, if you run a bakery why not share your top baking tips or favourite seasonal recipes?
• Trending hashtags and challenges are a great way of making your brand seem current and targeting a new audience, just make sure they remain relevant to your business.

Best practices

Remember these best practice principles when creating your business TikTok content.

• Keep videos short and engaging, aim for between 15-60 seconds.
• Use popular music and trending sounds when appropriate. 
• Avoid overly polished content and opt for natural and authentic videos instead.
• Post consistently and consider creating a content calendar to keep on track.

Engaging with the TikTok community 

If you want to use TikTok to build brand awareness and connect with potential customers then you need to be engaging with your community.

TikTok isn’t just about creating and posting content, you need to also be an active participant in conversations and interact with your audience.

Why? Because engagement matters. 

But how can you engage with your TikTok community?

• Reply to comments: responding to comments shows users that you value their inputs and insights. Don’t forget to make sure you reply in the tone of voice that best aligns with your brand!
• Engage with other content: like, comment, and share content relevant to your niche to help build connections with other users and grow a community.
• Encourage user-generated content: ask your followers to tag you in and share any content that features your products so you can then share this content on your profile too.

Utilising TikTok analytics and paid ads 

If you’re planning to use TikTok for business growth then you need to keep track of how well your content is performing. 

The best way to do that is with TikTok analytics. 

Understanding analytics

If you set it up as a business account you’ll have access to various metrics including 

• Video vides
• Profile views
• Likes
• Comments
• Shares
• Unique viewers

But which ones should you pay the most attention to? Arguably the key metrics are the ones surrounding engagement, such as likes and comments, and account growth and awareness such as follower numbers.

It’s also a good idea to keep a close eye on your audience demographic to ensure you’re reaching the right audience.

Remember, when you first get started it’s a lot of trial and error, and if things aren’t working keep reiterating until you get the results you want.

Introduction to TikTok ads

TikTok’s ad platform allows users to target its vast user base via paid ads, and there are various types you can utilise including:

• In-feed ads that appear in a user’s “for you” screen.
• TopView ads are premium ads that appear when a user first opens the app.
• Branded effects are filters that users can use on their videos.

While you do need to put some money into running TikTok ads, they can be cost-efficient if you run them wisely. 

Some of our top tips for keeping your ad spend low are:

• Start with smaller ads such as in-feed ads rather than the more premium and expensive TopView option.
• Focus first on the audience, get your target audience right before you begin upping your ad spend.
• Use TikTok’s tools such as its video editor to create your ads without the need to invest in professional help.

Final thoughts

Learning how to use TikTok for business can change the game for brands that want to connect with audiences in new and creative ways.

By creating unique content, engaging with users, and leveraging TikTok’s tools and trends, you can grow your presence and brand awareness and boost sales.

TikTok works best with simple, organic, and relatable content. It doesn’t need to be perfect, it just needs to be engaging and relevant.