How To Use TikTok for Business in 2023: An 8-Step Guide

TikTok is now thethird-largest social networkin the world. And while the app is known to be popular among Gen Z andGen Alphausers, usage is growing across other demographics: Boomersreporteda 164% increase in TikTok use between January and May 2023.

While TikTok has become a popular app for emerging trends, niche communities, and hashtag challenges, it’s also evolved into a powerful tool for businesses. Brands looking to reach new customers areincreasinglyturning to TikTok’s unique offerings.

Ahead, discover how your brand can use TikTok for business to build community, drive brand awareness, and meet conversion goals using an organic content strategy and the power of video ads.

Why use TikTok for business?

TikTok offers plenty of bang for your buck when it comes to reaching its key demographic:Gen Zconsumers. The platform is where this generation is discovering trends, brands, and new products, therefore it’s the perfect place to position your business for maximum discoverability.

Other benefits to brands using TikTok for business include:

• High engagement rateon the platform
• Viral potential within trending topics and products
• Niche communities that could resemble target audiences
• Affordable ad campaign options
• Access tocreatorsandinfluencersfor partnerships and sponsored content
• Connect directly to your欧宝体育官网入口首页with selling features and integrations

How to use TikTok for business (in 8 steps)

1. Create a TikTok business account
2. Get to know your audience and the TikTok community
3. Establish your goals
4. Create a TikTok content strategy
5. Create engaging branded content
6. Consider collabs and influencer marketing
7. Check out TikTok’s ad platform
8. Get started with the TikTok sales channel for Shopify

If your business is ready to unlock brand engagement withvideo marketingon TikTok, you’re in the right place. This step-by-step guide will get you set up, maximize creativity, and help you extract the most value from TikTok’s features.

1. Create a TikTok business account

If you don’t already have a TikTok account for your business, log in to TikTok to join and create one. If you already have an account, the best way to use TikTok for business is to convert it to a business account. This free service allows you to access advanced marketing and analytics features.

In the browser:

1. Click on settings in the top right corner.
2. Click on Business Account in the left nav bar.
3. Toggle the Business Account button to On.
4. This will open a new view where you can start setting up your business account.

2. Get to know your audience and the TikTok community

Understand what TikTok users are looking for by spending some time on the platform. You can find popularTikTok trendson the For You page (FYP) and the Discover page. In addition to overarching trends, find the hashtags and subcultures pertinent to your specific customer profile.

If yourun an online bookstoreand your target audience is book lovers, for example, check out the #booktok subculture. While trends can provide some guidelines to help you create content, make sure to focus on those specific to your target audience.

3. Establish your goals

Goal settingis a critical step on your path tostarting a business—-and using TikTok for business is no exception. Carve out specific goals for TikTok as part of yourmarketing plan．你是想提高品牌知名度? Build community? Drive traffic to your online store? Having these goals top of mind will ensure your videos stay focused. These goals will also come in handy when you’re ready to run ads on TikTok.

4. Create a TikTok content strategy

Your content plan will outline thebest times to post on TikTok, how often you’ll post, and what types of content you’ll share. You can use acontent calendarto map out important milestones and dates likeproduct launches, promotions, global holidays and shopping events, and niche cultural events specific to your audience. For example, if you sell pet food, you’ll want to plan content for International Cat Day.

Your strategy should also include how you’ll manage comments and customer questions, anycollabs and influencer partnerships, and general brand style guidelines (especially if you have staff or work with an agency).

5. Create engaging branded content TikTok users want

最好的方法进行用户TikTok getting creative with your video content. Branded content in the feed should feel authentic and blend with user content. As Gen Z consumers are looking to make more meaningful connections with brands, including real humans in your content goes a long way to building trust.

Appeal to TikTok users by usingtrending soundsor jumping on viral challenges that make sense for your brand. Create content that’s funny, topical, and aligned with your audience’s values and interests.

6. Consider collabs and influencer marketing

Creators on TikTok are looking for brands to partner with—you just need to find the right fit. A successful partnership with a TikTok creator is one that benefits both your business and the influencer. Find a TikTok creator who resembles your ideal customer and offers sponsored content within your budget. You can also partner with compatible brands to cross-promote an event or promotion, thereby gaining access to a new audience.

@boy__smellsYOU GUESSED IT — Boy Smells is arriving at SEPHORA! Online August 30th and starting in stores September 12th#fragrancetiktok #fragrancetok #boysmells #fyp #WorldPrincessWeek #BoySmells #Candles #candletok ♬ original sound - Boy Smells

7. Check out TikTok’s ad platform

Video ads are exploding, with 91% of business ownersreportingusing this ad format for their brands. While you can still gain traction on TikTok with organic content, you can maximize your reach by running a targeted ad campaign. Optimize for what matters to you withTikTok adsby setting audience demographics and campaign goals.

8. Get started with the TikTok sales channel for Shopify

Ready to use TikTok for business and boost online sales? Connecting your TikTok account to a sales channel is the best way to minimize friction and convert TikTok users into customers. With theTikTok and Shopify integration, you can sell directly on TikTok and sync inventory, customer, and sales data with Shopify. Manage all your sales across the internet in one place—the Shopify admin.

Small business TikTok ideas to grow your brand

Stuck for inspiration? Here are a fewTikTok video ideasfromErin Dubs, founder of activewear brandAzur Fitand the creator behind the company’s popular TikTok account.

Use behind-the-scenes content

Showing the inner workings of your business is one of the most popular types of branded video on TikTok. “People want to see proof of what you’re doing, whether you’re shipping out your very first order or you’re talking about your sales on a launch day,” says Erin.

This type of content idea satisfies customer curiosity, humanizes your brand, and can even highlight the popularity of your products.

In this example, lifestyle brandBan.dotakes its audience on a behind-the-scenes journey through a day in the life of its merchandising director.

@shopbandoSpend a day with Tam our Director of Merchandising Searching for amazing products to bring to you! ✨#spendadaywithme #vlog #merchandising #bando #shopbando #losangeles #la #buyer #merch #apparel #skincare #cosmetics #accessories #jewelry #shoes ♬ Fashionable lofi truck loop - Koko ni studio

The “pack an order with me” trend is a popular content type on TikTok and another way to draw your audience behind the scenes with you as you pack up a customer order. Here’s a take by acrylic nail brandKRYLX．

@krylxpack an order with me well us! international edition#krylx #nails #acrylicnails #bts #nailsupply #packingorders #packanorderwithme #smallbusiness ♬ Blue Blood - Heinz Kiessling

Show how your products are used through demo videos

Erin uses this idea by having employees, models, or partner creators wear the brand’s clothing. This often involves moving in the clothing, using transitions, styling tips, or showing off a specific feature of the garments.

此内容通过女朋友集体展示了一个模式l being active in the brand’s athletic wear while demonstrating a unique feature of the product: pockets.

@girlfriendBreakfast of champions#girlfriendcollective #snackbreak #activewearfinds ♬ original sound - Enzo

Use TikTok to announce new product launches

Create hype around the launch of a product both before and during the launch. Teasing new products builds excitement and creates reasons for users to follow and come back to your content for updates.

Erin uses her popular personal brand account to promote the brand’s products and launches. In this example, she’s modeling new pieces from Azur’s seamless line ahead of the collection’s launch.

@erinndubs

Wednesay at 12pm est. I cant wait

♬ original sound - KHAENOTBAE

Find a trend and put a spin on it

TikTok is never short on trending sounds, stickers, memes, or challenges.

“If I’m gonna have some downtime on my own, I’ll just scroll TikTok for an hour,” Erin says. “I’ll just listen to the sounds and think, How can I apply this to my office? How can we put together a skit or apply it to something funny that happened the other day, even if it’s not necessarily business related?”

When theWes Anderson trendemerged in spring 2023, some brands jumped on the concept to produce their own takes. The Musee D’Orsay in Paris found a perfect fit in the trend for its brand, showcasing the museum’s ornate interiors through the lens of the director’s style.

@museeorsayMusée d’Orsay but#wesanderson #accidentallywesanderson #wesandersontrend ♬ original sound - Jeremy Cascamisi

Get inspired: TikTok success stories

Many brands have successfully used TikTok for business to launch products, find audiences, and go viral. Hear from three founders with winning strategies and learn how to grow your business on TikTok.

Sana and Will Saleh, Lala Hijabs

Sana and Will Saleh startedLala Hijabsafter losing their jobs during the COVID-19 pandemic. The couple designed tie-dyed hijabs “just for fun,” sharing their creations to TikTok.

“When people began asking where we got [the hijabs] from, we decided to hype up the business before we even began forming it—and people loved it and anticipated the huge launch,” says Sana.

After one of the couple’s videos went viral, the account gained more than 50,000 followers. This was the push they needed to officially launch Lala Hijabs—and use TikTok as their main marketing channel. The family-owned business posts behind-the-scenes content, hijab tutorials, and product launches. It’s an approach that’s proving effective, as 60% of the brand’s sales are attributed to the platform.

@lalahijabsCome and meet us at our pop up shop in Holt Renfrew in Mississauga!#hijab #mississauga #toronto ♬ original sound - Lala Hijabs

Chioma Ngwudo, CeeCee’s Closet NYC

Chioma Ngwudo is on a mission to inspire and celebrate Black women and African culture through her brandCeeCee’s Closet NYC．Together with her sister and creative director Uchenna, Chioma partners with artisan creators in Nigeria to produce everything from head wraps to body care products.

Chioma uses her TikTok account to educate her audience on products not widely available in the United States, including skincare products created specifically for Black skin. The brand’s approach to customer education has helped its account grow to over 260,000 engaged followers.

@ceeceesclosetnycReplying to @batman_oracle#greenscreenvideo #greenscreenexfoliating regularlt can do wonders for your skin#africanexfoliatingnet #dryskinremedies #dryskinhacks #dryskin #dryskintips #clearskin #dryskin101 #clearskinroutine ♬ original sound - Cee Cee's Closet NYC LLC

Jamal Hejazi, Candy Funhouse

Jamal Hejazi took his brick-and-mortar candy store online in December 2020.Candy Funhouseused TikTok to reach a global audience. One of the brand’s first viral videos used the “pack an order with me” trend and resulted in 30,000 new followers.

The key to the brand’s growth on the platform, however, has been a focus on community. “We participate in active social listening from our audience and create content that we, as candy lovers, would enjoy watching ourselves,” says Jamal.

The brand’s three-million-strong following sticks around for the engaging content that feels authentic and not salesy. “TikTok is a great platform for building a brand if you can capture the spirit of TikTok and steer away from the traditional forms of advertisement.”

@candyfunhouseReplying to @Kenzy Sherif Ahmed The Pink Platter#asmr #pink #platter #candy #candytok #satisfying #frooties #cowtales #fizz #bottles #gum ♬ original sound - candyfunhouse

Get started with TikTok for business today

TikTok can be a valuable marketing channel for businesses looking to stay on top of trends and meet potential customers where they are. Whether your goals are to use TikTok for business to grow an audience or convert them to customers, the platform offers plenty of opportunity. Join the fastest-growing social platform and the leagues of businesses that have found success on TikTok.