How TikTok Can Help Grow Your Small Business
Still on the fence about whether you and your small business should be on TikTok in 2025? We get it, switching your strategy from the safety blanket of more well-known platforms like Instagram and Facebook can seem overwhelming, but we’re here to tell you that it’s not as complicated as it seems.
What features can I use for my business on TikTok?
TikTok is powered by a variety of different features, all of which you can use to spotlight your brand.
1
Video posts
Video content is what we know and love TikTok for and what better way to showcase your brand than sharing up to 30 minutes of behind-the-scenes gold? Perfect for discovering new customers and showcasing what makes you unique, posting videos on TikTok has changed small business owners’ lives since it reached its peak in popularity in 2020!
2
Carousel images
We know it seems a little counter-intuitive to post images on a video sharing platform, but in September 2022, TikTok introduced a new feature that encourages those posting content to share up to 20 images that help to inspire, educate and entertain.
3
TikTok Shop
Did you know you can host a whole shop within your TikTok account? Powered by the platform, you can upload your products, set your prices and even manage promotions behind the scenes before creating fun, sales-focused content where you can tag products and make transactions direct.
4
TikTok Live
One of the founding features of the platform, the TikTok Live only seems to have grown in popularity. Thanks to the clever algorithm, your lives will be shown to more than just your followers which means customers are more likely to discover you on their ‘For You’ page. For those of you who integrate the TikTok Shop feature, you’ll even be able to sell direct from lives – think of it as QVC for small businesses!
How do I go about creating content?
Creating video content can feel like a real step-change or even like a whole new job, but by being strategic and keeping things simple, you’ll quickly find it’ll be a welcome and fun addition to promoting your business:
1
Create a content plan
Since we’re going to be changing the way we create content, having a strong plan that incorporates your brand pillars and a sprinkle of strategy will really help to ensure you’re setting yourself up for success on the platform.
2
Quality over quantity
There is a lot of misinformation on TikTok about having to post every day – even multiple times a day in some cases – but let’s be honest, not only is that not a realistic goal, it doesn’t fit the ‘best content first’ guidelines set by the platform.
To trend or go viral, it’s key to focus on quality. For example, if you can only post two or three times a week, that’s totally fine. Just prioritise high quality content and storytelling that inspires people to find out more about your brand.
3
Utilising the trends
When it comes to trends, you have two options. Look at what music or audio is trending and work backwards on how you can best use this for your own brand, or search more broadly across the internet to see what other people are currently sharing and explore how you can create your own version. Either way, doing your own version of something everyone is posting is a great way to get some visibility.
4
Invest in the right equipment
You don’t need a lot to get started in content creation, but a good base kit will really help make the process as easy as possible. At a minimum, we recommend you have the following:
- A smartphone with adequate storage and a decent camera
- A sturdy tripod for capturing shots when your hands are full
- Your editing software of choice (we recommend Splice, InShot or Capcut)
- A good light source in your shoot space, e.g. a large window or a ring light
What best practices should I be following?
When it comes to social media, sometimes it can feel like there are a ton of rules you have to follow to be successful and while it’s true that it’s good to have a strategy, there are only a few things you really need to bear in mind:
1
Keep it snappy
Unlike other social media platforms, a detailed caption is a nice to have, but not essential. Utilising keywords and a few select hashtags will really help to get your content trending on the platform. To find the best ones, look up similar content using the search bar and make a note of what similar, successful creators are using.
2
Creator insights tool
TikTok has made it easier than ever to figure out what your followers are looking for on the platform. Simply search ‘Creator Search Insights’ on the app and you’ll be able to see what’s trending. You’re even able toggle the search to show specifically what you could be sharing in your niche. Not only does this give you new ideas, you can also check that your efforts are aimed in the right direction!
3
Have fun
Believe it or not, having fun on social media (and in your wider business) is totally allowed. What’s more, people buy from people so it’s a great way to engage your existing customers and attract some new ones too!
