How to Promote a Business on TikTok

Thinking about using TikTok to promote your business but not sure where to start? Good news: you don't need a huge marketing budget or a viral dance to build a real audience. This guide provides a straightforward roadmap with actionable steps for creating a TikTok strategy that connects with viewers and grows your brand organically.

First Things First: Set Up Your TikTok Business Account

Before you post anything, make sure you're set up for success with a Business Account. This is a free switch that unlocks a suite of tools you'll definitely want. A personal account works for casual scrolling, but a Business Account gives you access to analytics, the ability to add a link in your bio (once you meet qualifications or are a registered business), and access to a commercial music library.

Making the switch is easy:

1. Go to your profile page and tap the three lines in the top-right corner to open Settings and privacy.
2. Tap Account.
3. Tap Switch to Business Account and follow the prompts.

Once you've switched, optimize your profile. Your bio is your brand's elevator pitch. Clearly state what you do, who you serve, and what type of content people can expect. Don't be afraid to show some personality. A dry, corporate bio won't get you very far here. Add a clear call-to-action (CTA) like "Shop our new collection" and point it toward your website link.

Understanding the TikTok Algorithm (Without Getting a Headache)

The magic of TikTok is its "For You Page" (FYP). This is where the algorithm delivers a never-ending stream of videos it thinks you'll like. Unlike other platforms that heavily weigh follower counts, TikTok gives every video a chance to be seen by a massive audience, regardless of how many followers you have.

So, what does the algorithm care about? It's all about user signals. Here are the big ones:

• Watch Time: How long someone watches your video. If people swipe away after two seconds, it signals a boring video.
• Video Completion Rate: The percentage of viewers who watch your video all the way to the end. This is a huge factor. Shorter videos often have higher completion rates.
• Re-watches: If a user watches your video multiple times, that's a massive plus for the algorithm.
• Shares, Comments, and Likes: Engagement is important. Shares and comments are generally weighted more heavily than likes because they require more effort from the viewer.

The main takeaway is simple: your goal is to create content that stops the scroll and holds attention. When you do that, the algorithm rewards you by showing your video to more and more people.

Defining Your Niche and Content Pillars

You can't be everything to everyone on TikTok. Trying to appeal to the whole world will leave you with generic content that resonates with no one. The key is to find your niche - the intersection of what your business offers and what a specific audience on TikTok cares about.

Start by brainstorming a few core content pillars. These are the main themes or topics your account will cover, giving you a framework for creating consistent content. A good mix usually includes:

• Educational Content: Teach your audience something valuable. Share quick tips, answer frequently asked questions, or debunk common myths in your industry. A mortgage broker could make a 30-second video explaining the difference between fixed and variable rates. A personal trainer could show the proper form for a squat.
• Entertaining Content: This is TikTok's bread and butter. It doesn't have to mean dancing. It can be relatable humor, a satisfying "before and after," or using a trending sound in a clever way that connects to your brand.
• Behind-the-Scenes (BTS) Content: People are curious. Show them how your products are made, a day in the life at your office, or a packaging video. This type of content builds trust and makes your brand feel more human and approachable.
• Inspiring/Aspirational Content: Showcase customer success stories, share the "why" behind your business, or celebrate milestones. This helps build a deeper emotional connection with your audience.

Actionable TikTok Content Strategies That Work

Once you have your pillars, you can start creating content. Here are four proven strategies to get you moving.

Strategy 1: Ride the Wave of Trends

TikTok trends are a powerful way to get discovered. A trend can be a specific audio clip, a video format, a filter, or a challenge that's currently popular. Your job is to find a way to adapt that trend to your own business.

To find trends, spend a little time each day scrolling your For You Page. Pay attention to sounds or formats that you see multiple times. Tapping on a sound will show you how many other videos have used it. If you find a trend that works for you, add it to your Favorites so you can find it later.

Example: A carpet cleaner uses a popular audio of someone saying "it's not that bad," then cuts to a shot of a heavily stained carpet with the caption, "This is what our clients tell us before we arrive." It's relatable, taps into a trend, and subtly highlights their service.

Strategy 2: Create Educational "How-To" Content

You are an expert in your field. Use that expertise to provide genuine value to your audience. This positions you as a trusted authority and builds a following that sees you as a go-to resource. Think about the most common questions your customers ask you and turn each one into a short video.

• A lawyer could make a video on "3 Things You Should Never Say to an Insurance Adjuster."
• A baker could show the proper way to knead dough.
• A software company could highlight a useful but little-known feature.

The simpler the better. Break down complex topics into bite-sized, easy-to-understand advice.

Strategy 3: Showcase Your Human Side

People connect with people, not faceless corporations. TikTok is the perfect place to pull back the curtain and show the real individuals behind your brand. This isn't about filming polished corporate interviews, it's about being authentic.

Introduce your team members. Share a video of a typical day in the office. Film your employees packing an order for a customer. You can even share a funny mistake or a challenge you overcame. This kind of vulnerability can be incredibly powerful for building a loyal community that feels invested in your success.

Strategy 4: Leverage User-Generated Content (UGC)

User-generated content is marketing gold. It's authentic social proof from real customers who love your product. Encourage your audience to create videos featuring your products by running a contest or creating a unique branded hashtag.

Keep an eye out for videos where people have organically tagged your brand. When you find great UGC, reach out to the creator and ask for permission to re-share it on your own profile. You can do this using the "Stitch" or "Duet" features. This not only gives you fantastic content but also makes your customers feel seen and appreciated.

A Simple Workflow for Creating Great TikToks

Let's make this process less intimidating. Follow these steps for an efficient content workflow.

Hooks & Scripting (Keep It Brief!)

The first 2-3 seconds of your video are everything. You need a strong hook to stop viewers from swiping. Your hook could be a question ("Are you making this common coffee mistake?"), a bold statement ("This is the one tool every gardener needs."), or a visually interesting opening shot. Then, outline a quick beginning, middle, and end for your video. You don't need a detailed script, just a few bullet points to keep you on track.

Filming & Editing Essentials

Your smartphone is all you need, but two things are non-negotiable: good lighting and clear audio. Film near a window for natural light or get an inexpensive ring light. Make sure there's no distracting background noise. Use TikTok's in-app editing tools to add text overlays to highlight key points, and keep your cuts quick and snappy to maintain viewer engagement.

Captions and Hashtags

Your caption should be short and add context to the video. It's often best to ask a question to encourage comments, as this is a powerful signal to the algorithm. For hashtags, quality over quantity is the rule. Use 3-5 hashtags that are highly relevant to your video's content. A good strategy is to use a mix of broad hashtags (like #smallbusiness) and more specific, niche hashtags (like #handmadepottery).

Growing Your Presence and Building Community

Posting content is only half the battle. To truly grow, you need to be an active participant on the platform.

Engage, Engage, Engage

When someone takes the time to leave a comment on your video, reply to them! This simple act makes your followers feel heard and encourages more people to join the conversation. Don't limit your engagement to your own page. Spend 10-15 minutes a day interacting with other videos in your niche. Leave thoughtful comments and follow other creators. This puts your brand in front of a new, relevant audience.

Be Consistent (Without Burning Out)

Consistency signals to the algorithm that you're an active creator. Aim for 3-5 videos per week when you're starting out. This can feel like a lot, so try "batching" your content. Set aside a few hours one day to film and edit several videos at once. You can save them in your drafts folder and post them throughout the week. This is far more sustainable than trying to come up with a new idea and film it every single day.

Pay Attention to Your Analytics

Your TikTok Analytics are a goldmine of information. Go to your Business Suite to see which videos are getting the most views, where your viewers are coming from, and what time of day your audience is most active. Use this data to inform your future content. If you see that your "how-to" videos consistently outperform your behind-the-scenes content, that's a clear signal to make more of what's working.

Final Thoughts

Promoting your business on TikTok comes down to consistently providing valuable, authentic, and entertaining content that feels native to the platform. Forget the perfectly polished ads, focus on creating videos that start a conversation, solve a problem, or simply make someone smile. Start small, experiment to find your voice, and engage with the community you're building.

Staying on top of posting to TikTok - on top of Instagram, YouTube Shorts, and everywhere else - can start to feel chaotic. We built Postbase with today's social media landscape in mind, putting short-form video front and center. You can schedule content across all your platforms from one clean calendar, manage comments and DMs in a unified inbox, and track what's working with simple, clear analytics. It makes managing everything feel organized and sustainable instead of overwhelming.