TikTok is a popular social media platform that allows users to create and share short videos. It was launched in September 2016 by the Chinese company ByteDance and quickly gained worldwide popularity, particularly among younger audiences. TikTok's format revolves around 15 to 60-second videos set to music, often featuring dance routines, lip-syncing, comedy skits, challenges, and various creative content.

Users can record and edit videos directly within the TikTok app, which offers a wide range of filters, effects, and editing tools to enhance the videos. The platform also employs an algorithm that curates personalised content feeds for users based on their interests and previous engagement, making it easy to discover new videos and creators.

TikTok gained immense popularity, reaching hundreds of millions of users globally, and played a significant role in the rise of internet trends and viral challenges. It has become a platform for creative expression, allowing individuals to showcase their talent and connect with a large audience. TikTok has also attracted numerous influencers and content creators who have gained substantial followings and recognition through their videos on the platform.

Undoubtedly, TikTok for business has also become a popular social media platform for the business-minded who wish to reach a younger audience base. When the platform was initially launched, it attracted a user base primarily composed of teenagers and young adults who quickly embraced its features and creative opportunities. 

TikTok's format, which emphasises short and entertaining videos, appeals to younger audiences often seeking quick, engaging, and easily digestible content. The platform's emphasis on dance challenges, music, comedy skits, and visual effects resonates with the preferences and interests of younger generations.

In this blog, let’s briefly talk about some reasons why a lot of businesses have considered using TikTok for business and if doing so will be effective for your business.

Why brands are on TikTok for business:

Large User Base

TikTok has a massive user base, with millions of active users worldwide. This presents a significant opportunity for businesses to reach a wide audience and promote their products or services.

Engagement and Virality

TikTok's algorithm is designed to promote content that is engaging and has the potential to go viral. This means that businesses can create compelling and creative videos that have the chance to reach a large number of users and generate significant brand exposure.

Authenticity and Creativity: TikTok's emphasis on short, authentic, and creative videos allows businesses to showcase their personality, products, or services in unique and entertaining ways. This can help build brand affinity and connect with users on a more personal level.

Influencer Collaborations: TikTok has a thriving influencer community, with popular creators with large followings and influence. Businesses can collaborate with these influencers to promote their products or services, leveraging their reach and credibility.

Advertising Opportunities: TikTok offers various business advertising options, including in-feed ads, branded effects, sponsored hashtag challenges, and more. These paid advertising options help businesses reach a targeted audience and increase brand visibility.

Some are doubtful…

Even though many businesses have started using TikTok for Businesses as part of their Go-To-Market strategy, there are still some who still need to question the effectiveness of using the platform for their business. 

While TikTok has a large user base, it primarily caters to younger demographics, particularly teenagers and young adults. If a business's target audience falls outside this age range, they may question whether investing time and resources into TikTok will yield significant returns.

TikTok's format revolves around short videos, typically 15 to 60 seconds. This limited duration can make it challenging for businesses to convey complex messages or showcase their products or services in detail. Certain industries or businesses with intricate offerings might need help to promote themselves within the constraints of TikTok's format effectively.

As TikTok continues to gain popularity among businesses, more advertisers are vying for users' attention. This increased competition can make it harder for businesses to stand out and achieve the desired visibility and engagement. It may require significant creativity and investment in advertising campaigns to cut through the noise and capture users' attention effectively. Some users employ ad-blocking tools or have developed ad-averse behaviours, which can reduce the reach and impact of paid advertisements on TikTok. Additionally, users often consume TikTok content in a fast-paced and casual manner, which may result in lower attention spans and a reduced likelihood of actively engaging with advertisements.

TikTok's content creation can be demanding for businesses, particularly those who need to gain prior experience or expertise in creating short-form videos. Developing engaging and creative content that aligns with TikTok's trends and user expectations may require dedicated resources, time, and skill sets that some businesses may not possess.

Some businesses need to question the ability to measure the return on investment (ROI) and accurately track the impact of their TikTok campaigns. Metrics and analytics on TikTok may provide a different granularity and insights than other platforms, making it challenging to assess the effectiveness and justify the investment.

On the other hand…

While some businesses or brands need clarification on how effective TikTok is for business, some keep TikTok as part of their GTM.

TikTok has a thriving influencer community with creators who have built large followings and influence. Brands can collaborate with these influencers to promote their products or services, leveraging their reach, credibility, and ability to connect with their dedicated fan base. TikTok is known for setting trends and popularising viral challenges. Brands can leverage these trends to create relevant and timely content that resonates with the TikTok community. By participating in popular challenges or creating content that aligns with ongoing trends, brands can increase their visibility and engagement.

The platform offers various advertising options that allow brands to deliver their messages in unique and interactive ways. Branded effects, in-feed ads, sponsored hashtag challenges, and other ad formats allow brands to engage with users and capture their attention effectively and creatively. Since it has been expanding its e-commerce capabilities, TikTook for businesses allows brands to sell products directly within the app. This integration enables businesses to seamlessly showcase their products and provide a convenient purchasing experience for users, potentially driving sales and revenue.

TikTok's global presence allows brands to tap into international markets and reach users beyond their local customer base. This can be especially beneficial for businesses looking to expand their reach and establish a global presence.


While TikTok offers unique business advantages, it's essential to consider the fit between the platform and the brand's specific objectives, target audience, and industry. Additionally, staying up-to-date with TikTok's features, trends, and advertising options is crucial for maximising the potential benefits for a business.

Good For Service-Based Businesses

If there’s one type of business that could make good use of TikTok those businesses that are service-based.

TikTok's format allows service-based businesses to create visually appealing and engaging content to showcase their services. Through short videos, businesses can demonstrate the process, before-and-after results or highlight the unique aspects of their services in a captivating manner. Service-based businesses can leverage TikTok to position themselves as industry experts by sharing valuable tips, tutorials, or insights related to their services. This helps build credibility and trust among the TikTok community, positioning the business as a go-to resource in their field.

TikTok's emphasis on authenticity and creativity allows service-based businesses to showcase their brand personality and humanise their services. By infusing humour, storytelling, or behind-the-scenes glimpses, businesses can create a relatable and memorable presence that resonates with users. Its algorithm can help service-based businesses reach local audiences effectively. By using location-specific hashtags or geotags, businesses can target users in their local area, increasing the chances of attracting potential customers who are geographically close and more likely to utilise their services.

Its interactive nature encourages user participation, allowing businesses to leverage user-generated content. Businesses can encourage customers to create videos featuring their services, testimonials, or positive experiences, leveraging user-generated content as social proof and organic promotion.

 Influencer marketing is a powerful strategy on TikTok. Service-based businesses can collaborate with relevant influencers who can promote and review their services to their followers. Influencers' endorsement can enhance brand visibility and attract potential customers who trust the influencer's recommendations.

Service-based businesses can participate in trending challenges or create their own challenges related to their services. This can generate excitement, engagement, and virality around the business, potentially leading to increased brand awareness and customer inquiries. It's important for service-based businesses to adapt their strategies and content to suit TikTok's format and user preferences.

It’s not for everyone

While TikTok can be a valuable platform for many businesses, it may not be suitable or effective for every business. Several factors can influence whether a business should use TikTok in its marketing strategy. Here are some reasons why not all businesses are a good fit for TikTok:

Target Audience Mismatch

If a business's target audience does not align with TikTok's user demographics, it may not be the most effective platform to reach its desired customer base. If most of the target audience is inactive on TikTok or prefers other social media platforms, investing resources into TikTok marketing may not yield the desired results.

Limited Resources and Expertise

Creating compelling and high-quality content on TikTok requires dedicated resources, including time, creativity, and expertise in video production and editing. If a business lacks the necessary resources or knowledge to produce engaging TikTok content consistently, it may not be able to leverage the platform effectively.

Brand Image and Tone

TikTok has its own unique culture and trends that may not align with the brand image and tone of every business. It's important for businesses to evaluate whether the content and style associated with TikTok align with their brand identity and messaging. If TikTok's style doesn't resonate with the brand or may dilute its image, it may be better to focus efforts on other platforms.

Legal and Regulatory Considerations

Depending on the nature of the business and industry, there may be legal and regulatory constraints that restrict the type of content that can be shared on TikTok. Businesses operating in highly regulated industries, such as healthcare or finance, must carefully assess whether TikTok meets compliance requirements.

TikTok For Business For Manufacturing

TikTok can still be effective for manufacturing businesses, although it may require some creativity and a strategic approach to leverage the platform's features. Here are a few ways TikTok can benefit manufacturing businesses:

Behind-the-Scenes Content

TikTok allows manufacturing businesses to showcase the behind-the-scenes processes involved in creating their products. Sharing videos that highlight manufacturing techniques, craftsmanship, or machinery in action can provide users with a unique and engaging glimpse into the manufacturing process.

Product Showcasing

TikTok allows manufacturing businesses to showcase their products creatively and visually. Businesses can create short videos demonstrating the features, functionality, and unique aspects of their products. This can generate interest and curiosity among users, potentially leading to inquiries and sales.

Educational and Informative Content

Manufacturing businesses can use TikTok to educate and inform users about their industry, manufacturing techniques, or the benefits of their products. Providing valuable insights, tips, or product-related knowledge can position the business as an authority and resource in the manufacturing field.

Highlighting Innovation and Technology

If a manufacturing business incorporates innovative technologies or processes into its operations, TikTok can be an effective platform to showcase these advancements. Sharing videos highlighting technological innovations or automation in the manufacturing process can generate interest and attract customers who value cutting-edge solutions.

Collaborating with Influencers

Manufacturing businesses can collaborate with relevant influencers who can showcase and review their products. Influencers with expertise or interest in the manufacturing industry can provide authentic endorsements and expose the products to their followers, potentially increasing brand awareness and attracting new customers.

User-Generated Content

Encouraging customers or followers to create videos featuring their products or sharing their experiences can be an effective way for manufacturing businesses to leverage user-generated content. This can help build social proof, showcase product applications, and create a community around the brand.

It's important for manufacturing businesses to understand their target audience on TikTok and tailor their content accordingly. By showcasing the unique aspects of their products, providing educational content, and leveraging TikTok's creative features, manufacturing businesses can effectively engage with the platform's audience and drive brand awareness and customer interest.

Is your business considering using TikTok? Read the fine print and find out where your audience sits to ensure an effective rollout!

Do you need further advice on creating your go-to-market strategy? Reach out to Ucidity and unlock your business’ potential!