Using TikTok for small businesses: is it a hit or a miss?

5th April 2022


Social media is now the place to be if you want people to know about your business. But there are so many platforms to choose from, where does one even start? Let me put your mind at ease: it’s not necessary for you to be on several platforms. If you go wherever your followers are and where you know you’ll gain the most engagement, you’ll soon become a social (media) butterfly and get your brand noticed from miles (or IP addresses) away!

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While all these popular social media platforms are useful in their own right, one stands out from the crowd: TikTok. Let’s see if this highly raved-about option is all that it makes out to be, and whether TikTok is a hit or a miss for small businesses.

What is TikTok?

TikTok has quickly become a dominant force in social media, with the platform surpassing one billion users in 2021. While it may be geared towards a younger audience, that sure hasn’t stopped anybody, no matter where they’re from, how old they are, or what information they choose to share online, from getting a taste of TikTok stardom.  

With a focus on short-form video content, TikTok is where the creatives of the world hang out. It’s the online hotspot for singers, dancers, comedians and entertainers, and other creative professionals. But why, you ask? 

Well, it all boils down to the exposure gained due to the fast-paced nature and fun, visually appealing content that keeps users engaged. Sharing their talents on TikTok has helped creatives secure record-breaking deals, land dream jobs and, most importantly, earn a living after a hectic couple of years.  

If it’s worked wonders for creatives, things sure are looking good for small businesses looking to establish their brand, creatively.

How has TikTok been serving small businesses?

To be honest, I wasn’t much of a fan of TikTok when it first started taking over the social media landscape, but then I got to know more about how it’s helping small businesses, and I have to say, I’m impressed.

TikTok offers business accounts, which help you track and achieve goals, and set up ads for a fee. It’s like they’ve thought of everything a business owner needs to know when using the platform as part of their marketing strategy! Basically, TikTok walks you through the entire process of creating adverts, setting budgets, reaching target audiences, and analysing campaign data.

To top it off, TikTok has worked on giving small businesses a kick-start on the platform with its Small Business Resource Center. The social media giant says that the aim of this initiative is to “help small businesses leverage the power and creativity of TikTok to grow their brands and better connect with their audience”. 

Well, the proof is in the pudding, so let’s see how exactly the TikTok Small Business Resource Center is helping small businesses grow.

1. Publish ads with TikTok’s Ads Manager Account

TikTok’s Ads Manager account lets small businesses display ads on the platform for a fee to gain more brand exposure. One of the best features of this account is that it allows you to set goals for your account and then helps you achieve them.

Once you’ve created an Ads Manager Account, you’ll need to specify your goal (think increased sales, reach, or website traffic), and then outline who your ads should be targeted at and how much you’d like to spend. Publish your ad and watch the magic unfold!

2. Create next-level video content using TikTok’s Creative Resources

Not all people are born with videography skills and creative flair (I’m a long-time member of this club), so creating content suitable for TikTok isn’t going to be easy for everyone. Since TikTok is a video-sharing platform, learning the ropes of creating videos with interesting content is key. 

With the help of TikTok’s free creative tools, you’ll become a skilled videographer in no time. Some of these tools include video templates, smart video and nifty video soundtracks.

And if you’re running short on inspiration, they’ve collated some of the best performing ads across the world to help you out with ideas when creating your own. They’ve even thought about sharing creative best practices that are driving results globally.

3. Get inspired by TikTok’s small business Success Stories

When we venture out into an unfamiliar space, it’s quite comforting to hear the stories of those who came before us and succeeded. There are lessons in practical experiences that are invaluable, and sure to put your mind at ease if you’re doubting your small business’s progress on TikTok. 

TikTok’s showcasing of small businesses that have been successful in growing their customer base, sales, and other business metrics is a great source of tried and tested methods. Broken down into objectives, solutions, results, and testimonials from businesses, these success stories show you relatable challenges and how to overcome them.

Is TikTok a hit or a miss for small businesses? It’s 10 out of 10 for us!

TikTok is a great platform for small businesses to showcase not just their products and services, but also their brand’s identity and authenticity – which is the best way to solidify brand recognition and extend outreach. So, is TikTok a hit or a miss? In my opinion, this social media platform is a hit. They’ve put a lot of work into making it user-friendly for small businesses and their website contains every bit of information you will ever need to grow your brand using the platform.

Follow us on TikTok to get inspired 😌