TikTok. Have you heard of it? More than likely the answer is yes. Seeing as the app has over 1 billion users and is one of the most downloaded apps in the world. TikTok has over 1 billion users worldwide, providing small businesses with a unique opportunity to connect with a large audience. If you’re among the people that have no idea what you’re reading about, here’s a quick run-down. This social media app allows users to create and watch short videos between 15 seconds and 3 minutes. Short form video is the dominant content format on TikTok, and engaging video content is especially effective for small businesses looking to showcase quick transformations, share behind-the-scenes moments, and connect authentically with their audience. The app has a powerful TikTok algorithm in place, making for ultra-personalized feeds that are unique to each user. TikTok’s algorithm promotes content that is engaging, allowing small businesses to reach a wider audience without large advertising budgets. This is the main reason TikTok has gained so much popularity, it’s an endless feed of videos just for you.
The age range for the app is 10-50+ years old with thousands of niche communities within. You can find content on nearly anything you can think of. Bass guitar enthusiasts, parenting advice, product reviews, people eating food super close to a microphone, and thousands more. There is truly content for everyone on the app. The average person spends around 24.5 hours on TikTok per month, that’s more than Facebook. TikTok has over 800 million monthly users, providing small businesses with an opportunity to connect with an engaged audience. TikTok has over 1.12 billion monthly users, making it a prime platform for small businesses to reach their target audience.
Is TikTok Good for Small Business Marketing?
So, how does this relate to businesses? Well, many small business owners have found that TikTok has been a great marketing and advertising tool. Creating effective TikTok content and authentic content can help small businesses boost engagement and boost sales by connecting with audiences in a genuine and relatable way. #TikTokMadeMeBuyIt is one of the most popular hashtags on the app with over 8 billion views and counting. Many small businesses have gotten great exposure on the app, resulting in an increase in customers and sales.
How a Deli Owner Skyrocketed His Business from a Simple 15-Second Video
A great example of this happening is the story of a small unsuspecting deli in Cleveland Ohio going viral over a video, less than 15 seconds long about a chicken salad. The video seems to have taken no effort at all. The deli owner recorded a customer eating a salad and she says where she got it and what’s on it. The way the customer delivered the line awoke something within the TikTok community and the video blew up. The video now has 26.5 million views. The outcome of the deli’s viral hit resulted in a massive boom in business. The deli owner explains that before the video went viral, he sold about 40 chicken salads per day. Now he’s averaging around 300 chicken salads a day. People are traveling far and wide for the famous salad. So much so, that the deli owner hired more employees and renovated the space to accommodate more people.
The reality of the chicken salad example is that the deli owner got lucky. While hitting gold like that is not impossible by any means, if you look at his page, he has dozens of other videos in the same format that did not go viral. But he was persistent with his content. To be successful on TikTok you need to push out content, engage with other pages that post similar content to yours, use trending sounds, and take advantage of strategic small business hashtags. There is a science to the algorithm, and if you figure out how it works, your chances of going viral are much higher.
Using the App’s Business Account Tools
If you think you have no chance of creating a sensational video, there’s good news. TikTok has recently come out with new features specifically for businesses. Instead of having a standard account, you can now create a business account. Switching to a Business Account on TikTok allows access to analytics and the TikTok Shop feature. Optimizing your TikTok profile with a clear picture, bio, and website link enhances your professional presence. With a business account, you will be able to learn more about your audience and gauge video performance through the app’s analytic tools. It also gives you access to the business creative hub and creator tools, which help with content creation, editing, and analytics, as well as the TikTok Creative Center to find trending audio and hashtags to enhance content relevance. Content creation is a key part of your TikTok marketing strategy, and using a TikTok Business Account gives you access to analytics, commercial audio, and scheduling tools for consistent posting.
TikTok is a free app but, if you’re willing to put a little money into the app, you can run advertisements, or combine it with other free marketing ideas for small businesses. TikTok offers five different types of ads: In-feed ads, Branded hashtags, Top view ads, Branded effects, and Brand Takeovers. Understanding different ad types, including branded effects and in-feed ads, is important for creating effective ad campaigns. You can feature your products or link your website on videos, making it easy for users to access. You can also run advanced ad campaigns through TikTok Ads Manager, where you can set up ad campaigns, target audiences based on interests and behaviors, and use re-engagement strategies to reach users who have previously interacted with your content. TikTok for Business is a platform for strategizing and advertising brand content, offering a variety of TikTok offers and tools to help small businesses expand their reach.
Encourage user-generated content (UGC) to act as social proof for your brand and integrate it into your broader social media strategy as a small business owner. Engage with users by responding to comments, using trending sounds, and collaborating with local micro-influencers. Collaborating with influencers can expand your reach and enhance brand visibility on TikTok. TikTok functions as a primary search and discovery engine, so it’s important to optimize for keywords. Utilize keywords relevant to your niche in captions, on-screen text, and hashtags for better visibility. Use TikTok analytics to track engagement rates, profile views, and video shares.
Using TikTok for a More Positive Work Environment
Making TikTok videos is fun and easy, the format is very user friendly, so if you’re not tech savvy it’s okay! Many small business owners say that brainstorming ideas for videos and content creation on the app boosts morale in the workplace, and is a great team building activity among employees. Creating authentic content—especially low-fidelity videos that highlight your company culture—helps build trust and engagement with your audience. Filming in a DIY, raw style that feels native to TikTok resonates better with users than heavily produced ads. A positive work environment is essential for staff retention. It also allows younger employees to shine and feel more integrated within the workplace. TikTok can be a strange place with a lot of inside jokes so, if you have a Gen Z or Millennial employee, and their idea doesn’t make sense, you should probably just go with it. Creating quick TikTok videos can become a fun activity that builds positive relationships within the workplace, and is free advertising for your small business at no cost to the business owner.
Small businesses have had proven success with the app, adding to countless small business success stories in America. If you’re interested in learning other ways to help your small business succeed—whether it’s following a thorough new business owner pre‑launch checklist or getting a website set up to feature on your TikToks—go to https://www.getvms.com/
Setting Up Your Business TikTok
Getting started with TikTok for your small business is easier than you might think. The first step is to set up a TikTok business account, which unlocks a suite of tools designed specifically for small business owners looking to boost their marketing strategy on social media platforms. You can either convert your existing TikTok account to a business account or create a new one dedicated to your business. Simply head to your profile settings, select “Manage Account,” and switch to a business account with just a few taps.
With a TikTok business account, you’ll gain access to valuable analytics that help you understand your target audience and track user engagement on your videos. These insights are essential for refining your small business marketing efforts and ensuring your content resonates with the right people. Plus, a business account allows you to use TikTok Ads Manager, a powerful tool for creating targeted ad campaigns that can boost brand awareness and drive traffic to your website or landing pages.
Setting up your business TikTok is a crucial foundation for any marketing strategy. It gives you the ability to create, analyze, and optimize your content, ensuring your small business stands out on one of the fastest-growing social media platforms.
Targeting the Right Audience
Reaching the right audience is the key to making your small business marketing efforts on TikTok truly effective. Start by getting to know your potential customers—think about their age, interests, location, and what problems your products or services solve. TikTok makes it easy for small business owners to target their ideal audience using TikTok Ads Manager, which offers a range of targeting options based on demographics, interests, and user behaviors.
To further boost your reach, use branded hashtags that reflect your business identity and participate in trending challenges to get your content in front of new eyes. Influencer marketing is another powerful strategy—partnering with creators who already have an existing audience can help you connect with prospective customers who trust their recommendations.
By focusing your marketing strategy on the correct audience, you’ll see higher user engagement, more website traffic, and increased sales, especially when paired with a strong focus on gaining and keeping loyal customers. Remember, the more relevant your content is to your target users, the more likely you are to build a loyal following and drive real results for your business.
Measuring Success
Tracking your progress is essential to making the most of your TikTok marketing strategy. With a TikTok business account, small business owners have access to built-in analytics tools that provide a clear picture of how your content and ads are performing. Keep an eye on key metrics like user engagement, follower growth, video views, and click-through rates to see what’s resonating with your audience.
Regularly reviewing these insights allows you to identify which types of content drive the most engagement and which ad campaigns are delivering the best return on investment. Use this data to refine your marketing strategy—double down on what works, and don’t be afraid to experiment with new ideas to keep your audience interested.
By measuring your success and making data-driven decisions, your small business can stay ahead of the competition, optimize your TikTok ads, and achieve your marketing goals more efficiently while planning for essentials like the merchant account application process.
Building a Community
One of the biggest advantages of TikTok for small business owners is the ability to build a genuine community around your brand. Creating content that speaks directly to your target audience—whether it’s behind-the-scenes glimpses, product demos, or customer testimonials—helps foster trust and encourages user engagement.
Don’t be afraid to show the human side of your business. Share stories, celebrate milestones—such as events like Small Business Week 2026—and invite your audience to participate in challenges or duet your videos. Collaborating with other creators and joining trending conversations can also help you reach new followers and strengthen your brand identity.
A strong TikTok community not only boosts sales and drives traffic to your website, but also provides valuable feedback that can help you improve your products and services and feed into loyalty app–driven customer retention programs. By nurturing these relationships, you’ll turn casual viewers into loyal customers who advocate for your business both online and offline.
Using TikTok for Customer Service
TikTok isn’t just for marketing—it’s also a powerful tool for customer service. Small businesses can use the platform’s comment section and direct messaging features to quickly respond to customer questions, resolve issues, and provide support in a way that feels personal and immediate.
Consider creating short videos that address common questions, demonstrate how to use your products, or offer troubleshooting tips. Going live on TikTok is another great way to connect with your audience in real time, answer questions, and show that you’re accessible and responsive.
By using TikTok for customer service, you’ll build loyalty and trust with your audience, setting your business apart from competitors and creating natural opportunities for follow‑up offers through receipt marketing as a $0 ad strategy. Engaging directly with customers not only boosts satisfaction but also encourages positive word-of-mouth, helping your small business grow in today’s digital age.
