Businessowners, if you’re looking to expand your reach and create greater visibility for your products and services especially to a younger audience, then you should really think about establishing a presence on TikTok. Sure, on the surface it’s a lip-synching video app for teens and tweens, but the reality is that it’s a viable channel for marketing and you shouldn’t ignore it. 

Why? For one, there are a lot of people, who could be potential customers, walking around with TikTok on their phones. Downloads of the app exceed 1 billion and that number is only growing.  

Analyze the TikTok Space

There are so many entertaining 15-second clips on TikTok that it can get a little overwhelming. However, it is important to take a good look at the platform so that you really understand how it works, how to organically fit in the fold and determine what strategies to use for your business. The Discover section is a good place to start. Here, you can see what content is trending and some of the challenges that might fit for your products and services. Keep in mind that the main audience of TikTok tends to be younger, between the ages of 16 and 24, so when creating videos, you want to make sure they are vibrant and visually appealing. 

Contribute Content

After analyzing the TikTok platform, it’s time to try it out for yourself and create content. The good thing is that it doesn’t have to be big-budget with all these special effects. Film something interesting with your smartphone, add a cool song and post for all to see. Just be sure whatever you create aligns with your business’ style and tone. Sephora is one business that uses TikTok to showcase its products with clips of products and people applying makeup all set to catchy music. 

Go Hard on the Hashtag Challenge

One way to easily gain momentum is to create a video based on a trending hashtag. Or you could create your own Hashtag Challenge, which inspires other TikTok users to create content around your branded hashtag. Chiptole is another brand really having fun on TikTok and their video for National Avocado Day with The Guacamole Song’s music vide, free guac giveaway and hashtag #GuacDance was super successful. The bottom line, a hashtag challenge is a great way to get your brand out there, engage with prospective customers all while having a little fun!

Reach Out to Influencers

Figure out if there are any TikTok influencers that you could potentially partner with to promote your business to new audiences. Research different influencers’ bios and determine whether they align with what your business offers. If so, create a paid marketing campaign – such as buying tiktok views that will attract submissions and views.

Advertise on TikTok

From Infeed Native Content to Brand Takeovers and Branded Lenses, business owners have several options to advertise their products and services. There is a huge audience available to target on TIkTok Ads, with multiple features from website clicks to links to landing pages and so much more.


As a marketing channel, TikTok is relatively new and not overly saturated with businesses and brands. Also, advertising is more affordable than other platforms such as Facebook and Instagram, plus production-wise, TikTok is not a place for splashy, expensive videos so you won’t need to spend a ton of money to get started promoting your business. You won’t know unless you try!