Can TikTok be used for business?

Businesses can use TikTok for Business to reach other users on the platform with their advertisements and content and to increase their audience engagement and brand awareness.

Overview

The way users interact with each other and with businesses on the TikTok platform is different from how they are on other social media platforms.

Businesses can use this new way of interacting with their audience to promote their brands and increase their reach and engagement with their audiences.

What makes TikTok different?

TikTok has steadily grown since its launch in 2018 and many users and business owners credit this growth to the unique nature of its content. TikTok allows users to watch videos, create their own videos, and add special features to them, such as filters and music.

As a result of this, the content on TikTok tends to be less formal, more authentic, genuine, and more creative than content on other platforms.

The TikTok key demographic is younger, meaning that most of its users tend to appreciate, respond to, and engage with content that is unique, funny, and entertaining to watch.

Can TikTok be used for business?

With the popularity of this platform amongst millennial and Gen Z audiences across the world as well as the way that content is distributed on the platform, many business owners and social media managers have realised the potential of promoting their businesses on TikTok.

Businesses can use the TikTok for Business feature that TikTok offers. Businesses of all sizes can switch to a business account from their regular, personal account to gain access to the various training- and advertising features that TikTok for Business offers.

TikTok sees businesses on the platform as part of the community and conversation.

In light of this, there is an expectation that businesses on the platform follow the same fun and creative content formats, creating content that is relatable and authentic, which will help the brand connect with and reach new and younger audiences on the platform.

In order to use TikTok for Business, you first need to create a business account, then consider the types of advertisements that this gives you access to, and the benefits this can hold for your business.

How to create a TikTok Business account

There are only a few easy steps to follow to switch your personal TikTok account to a business account, which gives you access to features such as advertising and third-party website links on your profile. These steps are:

  • Step 1: Open the TikTok application
  • Step 2: Create or Login to your personal account
  • Step 3: Select the “Me” option in the bottom right-hand corner of your screen
  • Step 4: Select the “Edit Profile” option
  • Step 5: Select the menu (three dots) in the top right-hand corner of the screen
  • Step 6: Select the “Manage Accounts” option
  • Step 7: Select the “Switch to Pro” option and choose between the “Business” and “Creator” options
  • Step 8: Select the category that suits your business best
  • Step 9: Click the “Next” button
  • Step 10: Add your website and/or email address to this profile

The different TikTok advertisement formats

Although business accounts can post normal in-feed content for their followers to view on the platform, most businesses use advertisements as a means to introduce new audiences to the business.

TikTok offers businesses different advertising formats, each of which can help you achieve various objectives, such as:

Type of advertisement Key objectives

TopView Ads

To grab users’ attention and build brand awareness

In-Feed Ads

To measure audience engagement through metrics such as clicks, impressions, click-through rate, and video views

Brand Takeover Ads

To measure audience engagement and improve your reach and brand awareness on the platform

Branded Effects

To promote your brand and encourage user-generated content

Branded Hashtag Challenges

Can increase your reach across the platform and promote your brand

The benefits of using TikTok for Business

Many brands join TikTok for Business because of the potential benefits that building a strong presence on this platform can hold for a business of any size. Some of these benefits are:

  • Build an online community of users who love and support your business
  • Use analytics to determine who is engaging with your content and interested in your business
  • Embrace the opportunity to be creative and connect with your customers authentically
  • Introduce new people to your business’s products and services

Final thoughts

The content on TikTok is more engaging and less formal than on other social media sites.

Businesses can use TikTok to create engaging and interesting content that fits into this space and advertise on the platform to reap various benefits.