Did you know TikTok users spend a staggering 31 hours per month on the platform? That’s more time than they spend on YouTube or Facebook.
But here’s what makes TikTok for business particularly interesting: 33% of users have purchased products they discovered on the platform, whilst 82% of users actively engage with small to medium businesses. The numbers speak for themselves – one business slashed their customer acquisition costs from £185 to just £7 through strategic TikTok marketing.
Why is TikTok important for your business?
TikTok is a social media platform that enables users to produce and distribute brief videos accompanied by music or other audio clips. The app is known for its videos that often go viral with hundreds of thousands or even millions of views from its highly engaged user base of young adults and Gen Zers. TikTok provides a unique opportunity for a business to reach a younger demographic that may be harder to engage on other social platforms.
TikTok users are primarily between 16 to 24 years of age, with a user base of 25% female audience and 18% male. This makes it a perfect platform for businesses aiming at a younger audience.
But TikTok isn’t just for Gen Zers – the platform has also seen a surge in popularity among older demographics. This means that even if your target audience isn’t exclusively young adults, TikTok may still be a valuable platform for reaching new customers.
Understanding the tiktok landscape for business
TikTok stands apart in the social media landscape as a platform where authenticity outweighs polished content. Unlike other social networks, TikTok’s unique approach to content delivery and engagement has created unprecedented opportunities for businesses.
What makes tiktok different from other platforms
TikTok’s distinctive features set it apart from traditional social platforms. The platform boasts an engagement rate of 5.30% for accounts with 100,000+ followers, significantly higher than Instagram’s 1.10% and Twitter’s 0.30%. Additionally, the platform has evolved beyond its initial reputation for dance videos and lip-syncing, now serving as a hub for diverse business content.
One notable aspect is TikTok’s rejection of overly polished content. Instead, the platform favours authentic, user-generated content that feels genuine and personal. This approach allows businesses to connect with their audience in a more relaxed, approachable manner.
Key statistics for uk businesses in 2025
Recent data shows remarkable growth in TikTok’s UK presence. The platform now reaches 24.8 million users aged 18 and above in the UK. Most notably, 74% of online 18-24-year-olds actively use the platform.
In terms of business impact, TikTok’s potential ad reach in the UK increased by 2.08 million (+9.2%) between early 2024 and early 2025. Although average daily usage among UK adults stands at 13 minutes, this figure jumps to 64 minutes per day for 18-24-year-olds.
How the tiktok algorithm works for business content
The TikTok algorithm operates on a sophisticated system that analyses thousands of signals to determine content visibility. The primary ranking factors include:
- Engagement Metrics: The algorithm tracks likes, shares, comments, and completion rates to assess content value
- Video Information: Captions, hashtags, and sounds help categorise content and determine its reach
- User Interactions: The platform considers account follows and content creation patterns
Notably, the algorithm does not prioritise follower count or previous high-performing videos when recommending content. This creates an equal playing field where small businesses can achieve significant visibility alongside larger brands.
The platform’s ‘For You’ page serves as the primary discovery tool, delivering a mix of content from both followed and new accounts. This system allows businesses to reach potential customers beyond their existing follower base, provided their content resonates with the target audience.
To maximise visibility, businesses should focus on creating content that captures attention within the first few seconds, as watch time significantly influences the algorithm’s content distribution. Moreover, the platform actively promotes content that feels native to TikTok rather than repurposed from other social media platforms.
Creating a TikTok account for business
Now that we’ve covered the basics of TikTok and why small businesses should use it, let’s move on to creating a TikTok account for business. Here’s our list of top tips and best practices for setting up and managing your TikTok business account:
Set up Your Account
To create a TikTok business account, simply download the app and sign up using your email, phone number, or social media account. Once you’ve set up your account, switch to a Pro Account to access TikTok’s analytics and other business features.
Optimise Your Profile
Your TikTok profile is the first impression Tiktok users will have of your business on the platform, so it’s essential to make it count. Use a clear and recognisable profile photo and banner image that aligns with your brand’s visual identity.
Write a catchy Tiktok bio that communicates what your business does and what users can expect from your content.
Create Engaging Videos
TikTok is all about visually engaging content that captures Tiktok users’ attention and keeps them engaged. Create high-quality visuals and sound that showcase your brand’s unique voice and personality.
Experiment with different types of Tiktok videos, such as behind-the-scenes footage, tutorial videos, product demos, or tutorials.
Collaborate With Influencers
TikTok influencers can be a valuable asset for small businesses looking to expand their reach on the platform. Look for influencers whose Tiktok audience aligns with your target demographic and collaborate with them to create sponsored content or promote your products/services to the Tiktok community.
Share User-generated Content
Sharing user-generated content on your TikTok feed is a powerful way of increasing your presence and building trust and authenticity with your audience. Encourage users to create organic content and share videos related to your brand or products by using branded TikTok hashtags or running a user-generated content campaign.
Setting up your business presence on TikTok
Setting up a strong business presence on TikTok requires careful consideration of account types and profile optimisation. Let’s explore how to establish your brand effectively on this dynamic platform.
Creating and optimising your TikTok business account
The process begins with downloading the TikTok app and creating an account. After installation, tap the Profile icon, access Settings and privacy through the menu icon, and select Manage account. Subsequently, choose Switch to Business Account and pick a category that aligns with your business focus.
Business registration enhances your account’s credibility and unlocks exclusive features. Registered business accounts gain access to:
- Lead generation forms
- Destination links
- App download buttons
- Video settings
- Multi-user login for message management
Choosing between personal and business accounts
The choice between account types depends on your specific needs. Business accounts offer several advantages:
- Detailed analytics dashboard
- Business Suite tools
- Website link in bio
- Commercial Music Library
However, business accounts face certain limitations. Most notably, they can only access the Commercial Music Library, which restricts the use of trending sounds. This consideration becomes important since sounds play a crucial role in TikTok’s content ecosystem.
Personal accounts, in contrast, provide:
- Access to the complete music library
- Ability to monetise content directly
- Greater flexibility with trending sounds
- Option to maintain private settings
Crafting an effective bio and profile
Your TikTok bio serves as your digital storefront, limited to 80 characters. To maximise this space:
- Include your business category and primary offering
- Add relevant emojis (each counts as two characters)
- Insert a clear call-to-action
- Use keywords that align with your brand
The profile picture demands equal attention – most successful brands use their logo to maintain consistency across platforms. For enhanced visibility, ensure your username matches your brand name or maintains consistency across social platforms.
Once you reach 1,000 followers or become a registered business, you can add:
- Website links
- Email contact information
- Phone numbers
- Physical address details
Remember to maintain brand consistency throughout your profile elements. This includes using similar fonts, colours, and design elements in your video thumbnails to create a cohesive brand presence.
9 Steps to using TikTok for marketing your small business
Now that you understand how to create and manage a TikTok account, let’s develop a strategy for your business. Here’s our top nine steps to get you started:
- Define Your Business Objectives
Before diving into TikTok marketing, define your business objectives and how TikTok fits into your overall marketing strategy. Are you looking to improve your brand’s Tiktok presence, drive traffic to your website, or generate sales?
Clearly defining your objectives will help you measure the success of your TikTok marketing efforts and adjust your strategy accordingly.
- Define Your Audience
Understanding your target audience is essential for creating TikTok content that resonates with them. Use TikTok analytics or data from other social media platforms to identify your target audience’s key demographics, interests, and behaviours on the platform and attract new customers.
- Create a Content Calendar
Consistency is key on TikTok, so create a calendar that aligns with your objectives and target audience. Plan out your content in advance, including topics, video ideas, and the right hashtags.
- TikTok Advertising and Measuring Success
Use TikTok analytics or other social media tools to track the success of your TikTok strategy. Look for patterns in your data to see what types of content perform best and adjust your strategy accordingly. If you run video or in-feed ads on the TikTok app, use the TikTok ads manager to check and manage the results.
- Experiment With Paid Advertising
TikTok provides several advertising options, including in-feed ads, top-view ads, and brand takeover ads. Experiment with different types of ads to see what works best for your business and target audience.
- Brand Hashtags and Create Challenges
Branded hashtag challenges are a popular way to increase brand awareness and user engagement on TikTok. Brand a hashtag, create a challenge that aligns with your objectives and encourage users to create and share video content related to your brand and use the hashtags.
Developing a content strategy that works
Creating engaging content on TikTok requires a well-structured approach that aligns with your business goals. A strategic content plan helps maintain consistency whilst maximising engagement with your target audience.
Identifying your target audience
Understanding your TikTok audience demographics is crucial for content creation. As of 2025, 55% of TikTok users are under 30 years old. The platform’s largest user segment, comprising 30% of users, falls between 25 and 34 years.
To identify your specific audience:
- Use TikTok’s Audience Insights tool to analyse user interests and behaviours
- Track engagement patterns across different content types
- Monitor hashtag performance in your business niche
Content pillars that drive engagement
Content pillars serve as foundational themes that guide your TikTok strategy. Based on your business type, establish three to four main content categories that resonate with your audience. For instance, a skincare brand might focus on:
- Educational content (skin types, ingredients)
- Product demonstrations
- Customer testimonials
Each pillar should align with your overall marketing goals whilst maintaining flexibility to incorporate trending formats. According to platform data, one high-quality video per day outperforms multiple posts of average quality.
Planning your content calendar
A TikTok content calendar streamlines your posting strategy and ensures consistent delivery. Research shows that posting three to five times per week serves as a realistic benchmark for most businesses.
When structuring your calendar:
- Plan content themes in advance
- Schedule posts during peak audience activity times
- Allow flexibility for trending topics
- Balance different content types across your pillars
TikTok’s analytics tool provides insights into follower activity patterns, helping you determine optimal posting times. Track metrics such as views, engagement rates, and follower growth to refine your strategy.
Tools for creating professional-looking videos
TikTok offers several built-in tools for content creation:
- TikTok Studio: Enables uploading, scheduling, and editing posts
- Creator tools: Provide analytics and content performance insights
- Commercial Music Library: Offers royalty-free music options
Third-party tools like CapCut enhance your content with:
- Ready-to-use 9:16 TikTok video templates
- Multi-language subtitle support
- AI-powered background removal
- Professional editing features
For businesses seeking additional creative options, Canva’s TikTok video editor provides:
- Customisable design templates
- Stock video library
- Beat sync features
- Direct upload capabilities
Remember to experiment regularly with different content formats, as TikTok’s algorithm favours diverse and innovative approaches. According to platform insights, videos that capture attention within the first few seconds perform better, as watch time significantly influences content distribution.
Growing your business
Building a successful presence on TikTok requires a mix of organic strategies and paid promotions. Small businesses can achieve remarkable results through strategic approaches that align with the platform’s unique characteristics.
Organic growth tactics that don’t cost money
Organic growth on TikTok remains achievable through consistent effort and understanding of the platform’s mechanics. The platform actively supports creators who aim to succeed. To maximise organic reach:
- Post one video daily to increase follower count and video views
- Keep videos between 21-34 seconds for optimal engagement
- Respond promptly to comments and questions from viewers
- Create series-based content if specific videos perform well
Research shows that following the 80/20 rule yields better results – dedicate 80% of content to providing value through entertainment or education, whilst reserving 20% for brand promotion.
Paid advertising options and budgeting
TikTok’s advertising platform operates on an auction-based system with specific minimum requirements:
- Campaign level: Minimum budget of £50
- Ad group level: Daily minimum of £20
Several factors influence advertising costs:
- Ad format and placement selection
- Target audience specifications
- Seasonal trends and competition
- Overall engagement rates
Working with creators and influencers
Collaborating with creators can boost view rates and brand recognition. Studies indicate that:
- Creator partnerships achieve 65% higher 2-second view rates
- Content with creators sees 91% higher 6-second view rates
- Engagement rates increase by 83% with creator partnerships
Nano-influencers, those with 1,000-10,000 followers, demonstrate the highest engagement rate at 11.97%. Through TikTok’s Creator Marketplace, businesses can:
- Browse creators across various industries
- Review creator statistics
- Track collaboration effectiveness
Using TikTok shop for direct sales
TikTok Shop offers an integrated shopping experience where businesses can:
- Showcase products through live sessions
- Embed product links within short videos
- Create dedicated product showcases
The platform provides comprehensive support including:
- Multiple fulfilment solutions
- Real-time analytics
- Integration with external agencies
- Diverse payment options
For optimal results, businesses should focus on creating authentic content that demonstrates product value. TikTok Shop success stories show that brands leveraging educational content alongside quality affiliates have achieved significant sales growth.
One standout feature is the ability to conduct live shopping events, allowing real-time interaction with customers. These sessions enable:
- Direct product demonstrations
- Immediate customer engagement
- Real-time feedback collection
The platform charges a modest 5% commission on sales, with no setup or listing fees. This competitive pricing structure makes it accessible for small businesses looking to establish their e-commerce presence on TikTok.
Measuring and improving your performance
Success on TikTok relies heavily on understanding your performance metrics and making data-driven decisions. Through careful analysis of TikTok analytics, businesses can refine their strategies and achieve better results.
Understanding TikTok analytics
TikTok analytics provides comprehensive insights about account growth, content performance, and audience demographics. The platform’s analytics dashboard breaks down into three primary sections:
- Overview tab: Displays total video views, profile visits, and follower count
- Content tab: Shows performance metrics for individual videos
- Followers tab: Reveals detailed audience demographics and activity patterns
The analytics dashboard becomes accessible once you switch to a business account. This tool helps track your content’s lifecycle in the For You feed, showing precisely when viewers engage with your videos.
Look for patterns in your data to see what types of content perform best and adjust your strategy accordingly. Analyse your data to see what content performs best and what times of day or week your followers are most active.
Key metrics to track for business success
Several metrics prove particularly valuable for measuring business performance:
Retention Rate: This percentage indicates how much of your video viewers watched. By identifying dropoff points, you can pinpoint exactly where viewers lose interest.
Average Watch Time: This metric reveals the average duration viewers spend watching your content, helping assess how engaging your videos are to your target audience.
Viewer Insights: The platform provides data about viewer demographics, including:
- Gender distribution
- Age ranges
- Top locations
- Most active times
Engagement Distribution: Looking at comments, likes, and shares collectively offers deeper insights than examining these metrics in isolation.
Use hashtag tracking tools
Consider using a TikTok hashtag tracking tool to monitor the success of your branded hashtag challenges or other campaigns. Hashtag tracking tools like Hootsuite or Sprout Social can help you monitor them by tracking the number of mentions and engagements.
Use the data you collect to refine your TikTok strategy and make data-driven decisions. Continuously monitor your TikTok analytics and other data sources to refine your TikTok marketing and make data-driven decisions that align with your objectives.
A/B testing strategies for content optimisation
Split testing through TikTok’s built-in tools allows businesses to compare different versions of their content systematically. The platform enables testing of three main variables:
- Targeting approaches
- Bidding and optimisation methods
- Creative elements
To conduct effective split tests:
- Run tests for at least seven days to pass the learning phase
- Aim for 50 events within the first 10 days
- Maintain equal budgets across test groups
- Avoid making changes after launching the test
The platform’s split testing feature ensures each audience group exclusively sees one ad group, preventing competition between test variants. This approach delivers statistically significant results with a 90% confidence rate.
For optimal results, establish clear success metrics before starting your tests. Track key performance indicators (KPIs) that align with your business objectives, whilst maintaining flexibility to adapt your strategy based on emerging trends.
Through consistent monitoring and optimisation, businesses can identify winning content formats and scale their successful approaches. The platform’s analytics tools make it straightforward to spot high-performing videos and understand the factors contributing to their success.
TikTok do’s and don’ts for business owners
TikTok is a unique and highly engaging platform that offers small businesses a powerful way to connect with their target audience. However, following some basic do’s and don’ts is crucial to ensure your TikTok marketing efforts are effective and aligned with your brand values.
What you should do
Use high-quality visuals and sound to create professional-looking mind-blowing videos. This will help capture the users’ attention and keep them engaged.
Consider using a tripod or other stabilising equipment to ensure your Tiktok video is smooth and easy to watch. Further, use relevant hashtags when jumping on trending challenges to increase visibility and reach a wider audience interested in your niche.
What NOT to do on TikTok
Don’t post irrelevant or offensive content that could harm your brand’s reputation. The Tiktok algorithm features a Digital well-being feature that flags inappropriate content and will take it down. However, it’s a red flag as far as your credibility and brand voice are concerned.
Be mindful of cultural differences and sensitive topics, and ensure your content doesn’t malign one’s culture. Don’t ignore user comments or messages – engage with your audience and build relationships.
User interactions play a crucial role in TikTok’s algorithm. Therefore, engage with your audience and show appreciation for their support.
Don’t use TikTok solely as a sales platform – focus on providing value and building a community around your brand. While TikTok can be a valuable platform for promoting your products/services, focus on adding value and building a community around your brand.
Share behind-the-scenes footage, product demos, or tutorials, and engage with your followers to create a loyal fan base that supports your brand.
Getting your business onto TikTok
TikTok is a great way reach and engage with your potential customers. Data shows that businesses achieving success on TikTok follow a clear pattern – they create authentic content, maintain consistent posting schedules, and actively measure their performance.
Small businesses particularly benefit from TikTok’s level playing field, where content quality outweighs follower count. Success stories demonstrate how UK companies have slashed customer acquisition costs while building genuine connections with their target audiences. Additionally, the platform’s robust analytics tools help businesses refine their strategies based on real-time data and audience insights.
The key lies in starting small, testing different approaches, and scaling what works best for your specific business needs. Regular monitoring of metrics, combined with strategic content planning, allows companies to build a strong TikTok presence that drives real business results.
Remember, TikTok marketing thrives on authenticity and creativity rather than perfect production values. Therefore, focus your efforts on creating genuine connections with your audience while staying true to your brand voice.
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FAQs
Q1. How can businesses effectively use TikTok in 2025? To use TikTok effectively for business, create a business account, understand your audience, establish clear goals, develop a content strategy, and produce engaging branded content. Consider collaborating with influencers and exploring TikTok’s advertising platform to maximise your reach and impact.
Q2. What are the key steps to promote a business on TikTok? To promote your business on TikTok, create content specifically for the platform, use in-app editing tools, keep videos concise, incorporate relevant keywords and hashtags, and maintain a consistent posting schedule. Focus on authenticity and creativity to connect with your audience effectively.
Q3. How do I convert my personal TikTok account to a business account? To switch to a TikTok Business Account, open the app, go to your profile, tap the menu icon, select ‘Settings and privacy’, then ‘Account’, and choose ‘Switch to Business Account’. Finally, select a category that best describes your business. This unlocks additional features and analytics tools.
Q4. What are the requirements for TikTok business registration? To register your business on TikTok, go to ‘Settings’, select ‘Business Suite’, and click ‘Business registration’. You’ll need to upload valid documentation, which may vary depending on your country. This process helps verify your business and grants access to additional features.
Q5. How can I measure and improve my business performance on TikTok? To measure and improve your TikTok performance, utilise the platform’s analytics dashboard to track metrics such as retention rate, average watch time, and engagement distribution. Conduct A/B testing on your content, targeting approaches, and creative elements. Regularly analyse these insights to refine your strategy and optimise your content for better results.
