TikTok Marketing for Small Businesses

Looking for a new marketing channel? Look no further than TikTok, the social media platform that’s taken the world by storm. In 2023, TikTok helped small and medium-sized businesses generate $14.7 billion!

While TikTok offers plenty of marketing possibilities, it has recently been under scrutiny in the U.S. We’ll look at its legal limbo so you understand what its future may look like.

Before you dismiss TikTok as something “for the kids,” let’s look at why you should consider this a powerful ally for your business.

Is TikTok Right for Your Business?

If you’re seeking to reach an audience of 18 to 24-year-olds, TikTok is the spot. One in four TikTok users is under 20 years old, making it the ideal platform to reach this audience online.

But not every type of business thrives on TikTok. It works best for B2C brands, creators, educators, and product-focused businesses. If your business is B2B or offers services, it may be harder to engage an audience here.

The types of content that perform well on TikTok include content that is entertaining, relatable, educational, and/or behind-the-scenes.

Here’s an example of a small business that has thrived on TikTok: Crumbs & Doilies, a London-based cupcake and bakery shop. Their videos consistently get thousands, if not tens of thousands, of views, thanks to their baking videos, behind-the-scenes cake decorating, and staff banter. The brand uses TikTok to promote daily specials and events.

Getting Started on TikTok

Ready to dip your toes in the water? Here’s how to get set up on TikTok and start marketing your business.

Start by downloading the app and setting up a business account. Choose a handle that is easy to say and spell and that connects to your business name. Remember to include a link to your site!

Spend time exploring what others in your industry are sharing to get ideas for your own content. Follow competitors, industry leaders, and customers.

Over time, your videos will likely perform better and better. TikTok tests every video you post to a small group of users who may be interested based on their behavior. If they watch all the way through, like it, leave a comment, or share it, the algorithm will boost the video to be seen by more viewers.

The more you engage with followers and comments, the more momentum your videos will get, so be sure to respond to comments and encourage shares.

Creating Your First TikToks

The 3 “E’s” of TikTok content are: Entertain, Educate, or Engage. You want to make people laugh, teach them something, and/or keep their attention for the duration of your video.

How long should your videos be? Ideally, 15 to 30 seconds long, though for educational content, you can go as long as 60 seconds. Here are some video ideas to get started:

• Product demos
• Day-in-the-life clips
• Customer testimonials
• FAQs or tips

Spend some time getting to know the tools within the app: you can add text, filters, sounds, duets, and voiceovers to better engage your audience.

Over time, TikTok learns what kind of content you post by analyzing hashtags, captions, sound, music, and visual content. This helps the algorithm know who to show the content to. Keep your content consistent to reach the right users.

Tips for Mastering TikTok

You don’t need professional video equipment to make a splash on TikTok. In fact, it’s better if your video isn’t too professional. Use your phone’s camera and natural lighting, and make sure the video is sharp.  Always shoot videos vertically on your phone so they render properly on the app.

Know that most people watch videos with the sound off, so use TikTok’s captioning or text tool to ensure everyone gets your message.

One difference between TikTok and Instagram is that content doesn’t become irrelevant after a few hours, the way it does on Instagram. Your videos can go viral days or weeks after being posted.

Understanding TikTok Trends (Without Selling Your Soul)

One tool you may want to explore on TikTok is a trend. This is simply a widely popular content format that uses a specific sound (like a music clip or voiceover), visual style, meme, challenge, filter, or hashtag.

Because so many people are searching for a given trend, your brand has the unique opportunity to be seen by more users.

You can find trends by exploring your For You Page (FYP). If you see the same sound or format over and over, it’s likely a trend. You can also tap the magnifying glass on the search tab to see what hashtags are being highlighted.

Not every trend is going to be ideal for your business. Ask yourself if the trend aligns with your brand’s voice or audience, and consider how you might tailor it to engage your customers.

Hashtags, Captions & Posting Strategy

After spending a little time on TikTok, you’ll notice hashtags (if you already use social media, you’ll already be familiar with them). These are keywords preceded by the # symbol that help identify the topics or audience a video is targeting. By using hashtags for your own content, you can attract the right people to your videos.

Rather than overloading your hashtags, be deliberate. Include:

• 1-2 trending or popular tags (e.g., #fyp, #smallbusinesscheck)
• 1-2 niche or audience-specific tags (e.g., #soywaxcandles, #womeninbusiness)
• 1 branded or campaign tag (optional, like your business name or slogan)

When it comes to captions, know that most people skim them. That means you have to make your first three to five words count. Use keywords, keep it short and skimmable, and add a call to action at the end.

As you become more confident using TikTok, aim to post three to five times a week. This is frequent enough for the algorithm to understand the types of content you post, and it helps you understand what’s working and what’s not.

The time of day you’ll reach more of your audience will depend on who they are, but generally, posts do well between 10 AM and 12 PM and 6 to 9 PM. Test different times to see when you get the best results.

Should You Invest in TikTok Ads?

As you experiment with TikTok, you might decide to invest in advertising on the platform. There are several options that can get your content in front of more viewers, including boosting a post or creating an ad.

Advertising is ideal if you want to promote a specific product or event, or you’re building your email list. If you don’t have the time or patience to grow your audience, ads can help.

If you decide to invest in advertising, start small. Invest up to $20 for one video, then watch analytics to understand what kind of results you get before investing more.

What About TikTok’s Future in the U.S.?

In 2024, Congress mandated that the parent company of TikTok, ByteDance, based in China, had to sell the company or face a ban. As of June 2025, that hasn’t happened, thanks to President Trump delaying the ban earlier in the year. 

It remains up in the air what will happen, so use TikTok with an eye toward the future. It should be one of your online marketing tools, not the only one.

Final Tips for Success

TikTok isn’t about perfection. It’s about consistency. Learn what your audience responds to and create more content in that vein. Don’t worry about going viral; aim for value instead. Pay attention to your analytics, including views, engagement, followers, and profile clicks. Make changes one at a time so you know what moves the needle.

TikTok can be intimidating at first, but it’s one of the most cost-effective ways to market creatively in 2025. If you’re just getting started, take it slow, experiment, and stay human.

Whether or not TikTok sticks around forever, the skills you build here will translate to other platforms!