What is TikTok and How to Leverage Its Popularity
TikTok isn't just for dance trends. It's a marketing opportunity that smart brands are already capitalizing on.
If you're still dismissing TikTok as an app for teenagers doing dance challenges, you're missing one of the biggest marketing opportunities of the decade. TikTok has over a billion active users, and its audience skews older than you think—40% of users are over 30.
More importantly, TikTok's algorithm is unlike any other social platform. It's built for discovery, which means even a brand-new account with zero followers can reach millions of people with the right content. Here's how to leverage TikTok for your business.
Why TikTok's Algorithm Is a Game-Changer
On most social platforms, your reach is limited by your follower count. TikTok is different. The For You page serves content based on interest and engagement, not who you follow. This means a small business with 50 followers can get the same exposure as a major brand if their content resonates.
This democratized distribution is what makes TikTok so powerful for businesses. You don't need a massive following or a big budget—you need content that captures attention and delivers value.
Find Your Content Niche
The brands winning on TikTok have found their content sweet spot. They're not trying to be everything to everyone—they're creating content that's specific, helpful, or entertaining within their niche.
Think about what your audience wants to learn, see, or be entertained by. A restaurant can share behind-the-scenes kitchen content. A marketing agency can share quick tips. A retail brand can show product styling ideas. Find the overlap between what you know and what your audience wants.
Authenticity Over Production Value
TikTok rewards authenticity. Overproduced, ad-like content typically underperforms compared to raw, genuine, personality-driven content. You don't need a production crew—you need a phone, decent lighting, and something interesting to say.
Speak directly to the camera. Show the real people behind your brand. Don't be afraid to be funny, quirky, or unpolished. TikTok users value realness above all else.
Use Trends Strategically
TikTok runs on trends—trending sounds, formats, challenges, and topics. Participating in relevant trends can boost your visibility significantly, but the key word is "relevant." Don't force a trend that doesn't fit your brand.
Put your own spin on trends. Adapt them to your industry or your message. The best branded TikToks take a trending format and make it their own, blending entertainment with value.
Post Consistently and Experiment
TikTok rewards consistency and experimentation. Post at least three to five times per week, and don't be afraid to try different content formats, lengths, and topics. Not every video will hit, and that's the point—you're learning what resonates.
Pay attention to your analytics. Which videos get the most views? Which ones drive profile visits or follows? Use this data to double down on what works and refine your approach.
Don't Forget the Business Tools
TikTok offers a suite of business tools including a business account with analytics, TikTok Ads Manager for paid campaigns, and TikTok Shop for direct selling. These tools let you go beyond organic reach and build a full marketing funnel on the platform.
Even if you start with organic content only, consider experimenting with TikTok ads once you have a sense of what content resonates. The targeting options are increasingly sophisticated, and the cost per impression is still lower than most platforms.
Get Your Brand on TikTok
TikTok isn't a fad—it's a fundamental shift in how people discover and engage with content. Brands that get in early and learn the platform's language will have a significant advantage as the platform continues to grow.
Not sure where to start with TikTok? We help brands develop social media strategies that meet audiences where they are—including new platforms like TikTok. Let's figure out your approach together.
