TikTok for Business: It’s Not About Dancing (But It Can Be)
Let’s talk about TikTok. Yes, the app that launched a thousand dance trends and at least three different feta pasta recipes. It’s also one of the most effective, creative, and misunderstood platforms for business marketing today.
Before we get too far, yes, there are real conversations happening about a possible TikTok ban in the US. And yes, that makes it a slightly more complex platform to invest in. But TikTok's parent company is in talks to sell the US version to an American company, which could solve that problem and keep the content flowing. In other words, the show isn't over yet. And even if it is, the creative skills and strategies you learn from using TikTok will carry over to whatever comes next.
So, let’s get into it: how can your business use TikTok to create real value for your brand and your customers?
First, What Makes TikTok Different?
TikTok isn't just another social platform. It's a full-on entertainment ecosystem where storytelling, humor, authenticity, and community actually matter.
Unlike platforms that reward polish, TikTok rewards connection. It thrives on content that feels real, helpful, and engaging. That means businesses that show up as themselves, and not as corporate caricatures, do well here.
Organic TikTok for Business
Step 1: Know What You’re About
Before you post a thing, get clear on your brand’s voice and purpose. TikTok users can smell insincerity faster than a middle school cafeteria. Be honest, be helpful, be yourself.
Step 2: Create Content That Entertains or Educates
You don’t need to do a split in your company parking lot (unless you want to). Instead, think: What questions do your customers always ask? What insider knowledge can you share? What funny or frustrating moments happen in your industry?
Step 3: Show the Process
People love behind-the-scenes content. Think packaging orders, team brainstorms, the messy middle of creating something. These moments build trust.
Step 4: Engage With Your People
Respond to comments, stitch or duet other creators, and show up in your niche. Community is currency on TikTok.
Paid TikTok: How to Pay to Play Without Ruining the Party
Paid TikTok ads can be incredibly powerful when done well. The key is to make ads that don’t feel like ads.
In-Feed Ads: These show up in a user’s For You feed, and if done well, look just like organic content. Focus on storytelling, show a transformation, or share a customer review.
Spark Ads: This format lets you boost existing organic content (yours or a creator’s). It keeps the original post format, which builds credibility and blends in.
Targeting: TikTok's ad platform lets you get detailed with who you reach, but we suggest starting broad, testing often, and letting the algorithm do some of the heavy lifting. It’s weirdly good at it.
The Real Value TikTok Brings to a Business
Here’s the thing: TikTok isn’t about going viral. It's about visibility. It’s about building trust and creating a stronger, more human connection with your audience. When people see your brand show up consistently, and well, they remember you. Even more? TikTok teaches you to be a better communicator. A better storyteller. A better marketer.
Final Thoughts (and a Gentle Nudge)
Will TikTok be here in the exact same form a year from now? Maybe. Maybe not. But that shouldn’t scare you off. Because the businesses that learn to adapt, experiment, and show up with personality and purpose? They tend to do just fine, no matter what platform they’re on.
So if you’ve been side-eyeing TikTok from a distance, consider this your gentle invitation to step into the frame. You don’t need to go viral. You just need to show up. And no, you still don’t have to dance.
