TikTok, with its ample user base and ever-rising popularity, is recognised as a marketing goldmine. In fact, research shows that almost 40% of 18 to 24 year-olds (Gen Z) prefer to make web searches on TikTok rather than Google.

Here are just some of the reasons why TikTok can be good for businesses: 

• Create fun, interactive media. Upload videos of up to three minutes and target a wide range of audiences. Users can like, comment, save and share to create a buzz. With 86% of people wanting to see more video from brands, TikTok offers an ideal platform for you to meet a new audience.
• Works great for brand visibility. TikTok could prove the perfect app to increase your brand visibility. You can use hashtags, join forces with influencers, and jump on TikTok trends that are relevant to your business.

For example, Dunkin’ Donuts teamed up with the popular influencer Charli D’Amelio to promote a new menu on TikTok with several short videos. This resulted in a 57% increase in app downloads and an impressive 20% boost in sales of cold brew coffees.

• Target a greater range of audiences. TikTok is ideal for businesses trying to target a younger market, as 25% of its users are aged 10-19. But don’t let the app’s primarily young audience fool you, as you can use it to reach a wide number of audiences. Research shows that the platform’s user ages range between 10 and 50-plus, with 11% of TikTokers aged 50 and over.
• Leverage user-generated content. Using the app’s unique ‘duet’ and ‘stitch’ features, you can tie in your campaigns with other creators’ content at a fairly low cost.

For example, the American food chain Chipotle gained over one billion views with its #ChipotleSponserMe campaign. Influencers stitched videos with the campaign to encourage audiences to use the hashtag and contact Chipotle on TikTok to request free food for one year.

You don’t need to be a large enterprise with a huge following to be successful on TikTok. Even the smallest of companies can gain success by using this popular social media platform.

Creating a business TikTok account is simple and free of charge. You’ll get access to useful insights about your followers and video performance to help you create an effective marketing strategy. Plus, you can use Business Suite tools like advertising, auto-messaging and more. Make use of the e-learning centre and learn new skills that can help you target and appeal to your audience.

TikTok is a great platform for boosting engagement with both local and global audiences. You can show your business personality and USPs to a wider audience and attract those most likely to convert. With the right post, you could go viral and see your small business grow rapidly.

There are plenty of small business success stories on the app. For example, Leeds-based pick and mix sweet business Candy Works started off with just £400 worth of sweets. But after uploading just a few videos on TikTok, the brand went viral and now has over 1.2 million followers and a turnover of £1.4 million.

Creating a business TikTok account is simple and can be done in the following quick and easy steps.

1. Download the TikTok app.
2. Create a new personal account and choose a username for your business TikTok. You can log in with your business email, Google, Twitter, or Facebook account.
3. Click Profile in the lower right corner, then hit the menu icon in the top right corner.
4. Tap Settings and Privacy, then Account, and press Switch to Business Account.
5. Finally, you’ll need to select a category for your business – e.g. beauty, electronics or education.

Once you’ve created your TikTok business account, you can begin to launch your marketing strategy. Ensure that you select a suitable business profile picture and add links to your website and other social media profiles like Instagram and Facebook.

You can also think of ideas and trends for videos to get your TikTok business profile off the ground. For example, a video introducing your company and its products and services could be a good place to start.

Whether you run a small business or a large enterprise, you can elevate your marketing strategy with our TikTok business tips below.

• Know your market. It’s essential that you take time to learn your market. This will involve looking at what competitors are doing on TikTok, identifying your audience and what appeals to them, as well as taking note of any relevant influencers.
• Jump on trends. TikTok is full of trends and challenges, and this provides an excellent way of connecting with your audience. Act quickly on any trends that resonate with your business and find creative ways to take part.
• Be authentic. It can be overwhelming seeing the different businesses and profiles on TikTok. And you may be tempted to follow what everyone else is doing. But remember to stay authentic, focus on your USPs and show your audience what makes you different from the rest.
• Stay engaged. Managing your engagement is a huge part of running a successful business TikTok page. Ensure that you’re using relevant hashtags, responding to comments and collaborating with other users where you can.
• Cross-promote with other platforms. Don’t forget about promoting your business on other social sites like Facebook and Instagram. You can use your TikTok business account to draw audiences to your other platform accounts and boost engagement even further.
• Use paid ads. Maximise your brand visibility even further with paid ads. This can present your business to new audiences and attract different customers and clients. You can also use different tools to target specific audiences at the same time.
• Keep an eye on performance. Ensure that you’re using TikTok’s insights and analytics to monitor performance. This way, you can keep track of how you’re doing and optimise your strategy accordingly.
• Get verified. You don’t need to be a large, well-known business to get verified on TikTok. Achieving this can add an extra layer of authority to your TikTok business page and signal to your audience that you’re trustworthy. You can request to get verified through your account’s Settings and Privacy menu.

Creating a business TikTok account could take your company to the next level. Whether you’re selling cakes, promoting travel services, or launching a new fashion brand, TikTok is a place to boost visibility and engagement. With its global market, there’s no telling how successful you could get – and how far you might reach.

Setting up a TikTok account for your small, medium or large business could help you secure your place in the current digital market and ensure you stay ahead of the curve. Create engaging content, interact with, and get to know your audience, monitor your competitors, and future-proof your business for years to come.

Want to know more about getting your business up and running? Our NatWest Entrepreneur Hub gives you access to plenty of tools and guides on building your brand.