How To Use TikTok as a Marketing Tool

Introduction.

TikTok isn’t just a platform for catchy dance moves or funny lip-sync videos anymore. It’s now a huge space for brands, creators, and small businesses to grow their audiences, connect with people, and even sell products.

With over 1 billion active users every month, TikTok has become one of the most engaging social platforms out there.

And the best part? It’s not just for big brands. Small businesses and solo creators are using it to get noticed and build real connections.

If you’re curious about how TikTok can work for your business, you’re in the right place. Let’s go step by step and explore how you can make the most out of TikTok for marketing.

Why TikTok Works So Well for Marketing

TikTok’s magic lies in how it delivers content. The app is built around short, attention-grabbing videos that keep people hooked.

Its algorithm learns quickly what viewers like and serves them similar content, making it easier for the right audience to find you.

Unlike other platforms, TikTok feels personal and authentic. Users don’t expect polished, ad-like content. Instead, they love relatable, raw, and engaging videos. This gives businesses of all sizes an equal chance to stand out.

For example, a small skincare brand might showcase a simple “day-in-the-life” video, while a local bakery might post how-to clips of decorating cakes. These types of videos often perform better than traditional ads because they’re real and fun.

How Do I Use TikTok as a Marketing Tool?

1. Set Up a Business Account

Start by creating a TikTok Business Account. This type of account gives you access to extra features like analytics, ad tools, and trends insights. You can switch your regular account to a business account for free in the settings.

2. Know Your Audience

Understanding who you want to reach is key. TikTok’s user base is diverse, but it skews younger, with 62% of its audience aged between 10 and 29. If you know what age group, interests, or location fits your target audience, you can tailor your content accordingly.

3. Follow Trends, but Make Them Yours

Trends drive TikTok. Whether it’s a popular dance, a catchy sound, or a funny hashtag challenge, jumping on trends can boost visibility.

But don’t just copy trends—make them your own. For example, if you’re a fitness brand, use a trending song to show quick workout tips.

4. Create Relatable, Authentic Content

Forget overly produced videos. TikTok thrives on authenticity. Use your phone to film behind-the-scenes clips, share personal stories, or showcase your product in action. People love seeing the human side of businesses.

5. Leverage Hashtags

Hashtags help your videos get discovered. Combine popular hashtags (like #FYP, which stands for “For You Page”) with niche ones that match your audience or industry. For example, a handmade jewelry business might use #DIYJewelry or #HandmadeGifts.

6. Collaborate with Creators

Partnering with TikTok influencers can give your brand a big boost. Look for creators whose followers match your target audience.

Micro-influencers, who have smaller but highly engaged followings, can often provide better results than big-name influencers.

7. Use TikTok Ads

TikTok offers several ad options to promote your business:

• In-Feed Ads: These appear as users scroll through videos.
• Branded Hashtag Challenges: Encourage users to create content using your branded hashtag.
• TopView Ads: These appear when users first open the app.
  Ads might require a budget, but they’re a great way to reach more people quickly.

8. Track and Adjust

TikTok has built-in analytics for business accounts. Check how your videos perform, what times your audience is most active, and which content types resonate the most. Use this data to tweak your strategy as you go.

Examples of TikTok Success Stories

• Scrub Daddy: This small cleaning sponge company went viral by posting funny and quirky videos that showcased their product’s features.
• Gymshark: The fitness brand used TikTok challenges to encourage users to share their workout routines, leading to massive engagement.
• Ocean Spray: After a TikTok user went viral drinking their cranberry juice on a skateboard, Ocean Spray leaned into the moment and created their own TikTok content, which boosted sales and brand visibility.

FAQs

1. Do I need a big budget to market on TikTok?

Not at all. Many brands grow organically by posting creative and consistent content. Ads can help if you have the budget, but they’re not required to succeed.

2. What if I don’t have a lot of video-making skills?

No problem! TikTok is all about being real, not perfect. Start with your phone and keep it simple. Experiment with TikTok’s built-in editing tools.

3. How often should I post?

Posting consistently matters more than posting a lot. Aim for 3–5 times a week, but focus on quality and relevance.

4. Can TikTok work for B2B businesses?

Yes!  While it’s more common for B2C brands to thrive on TikTok, B2B companies can still use the platform creatively. For example, a software company might post educational content or office culture videos.

Wrapping It Up

TikTok is more than just an entertainment app. It’s a powerful marketing tool that lets businesses connect with audiences in fun, authentic, and creative ways.

The key is to understand your audience, keep your content real, and adapt as you learn.

Have you tried TikTok for marketing yet? What’s been your biggest challenge or success? Share your thoughts—I’d love to hear!