TikTok for Business: Everything You Need to Get Started in 2025

TikTok is now one of the most widely used social platforms in the world. According to Statista, it ranks just behind the Meta platforms and YouTube in terms of monthly active users. For businesses, this means access to a massive, highly engaged audience. And that audience is spending — after the rollout of TikTok Shop, one in five buyers have spent between $251 and $500 in just a year.

In this post, we’ll walk through how to use TikTok for your business and explore strategies to grow your brand presence on the platform.

Key benefits of using TikTok for business

TikTok isn’t just about dances or viral trends anymore. It’s now a powerful marketing channel for companies of all sizes. If you’re wondering why use TikTok for your business, the answer lies in its unique ability to drive engagement, reach, and brand connection in a way few platforms can match.

Here are some of the key advantages of TikTok for business:

• A massive and engaged audience. With over 1.5 billion active users around the globe, TikTok gives businesses access to a huge potential customer base. Since its algorithm focuses on engagement rather than follower count, even small accounts have a real chance to go viral.
• A high organic reach. Compared to Instagram and similar platforms, TikTok still offers impressive organic visibility, allowing you to grow your audience without relying heavily on paid promotion.
• A space to show personality. TikTok allows brands to break away from overly curated content and show more personality. You can be funny, creative, or even a little weird, and that’s exactly what helps you build stronger emotional connections, especially with a younger and more casual audience.
• Ad opportunities that convert. With TikTok Ads, brands can run precise, performance-driven campaigns. Statista estimates that TikTok will generate $33 billion in ad revenue by the end of 2025, proving its growing potential for advertisers.
• Built-in trend culture. Most viral trends start on TikTok. When brands participate in viral challenges, use trending sounds, or add branded, relevant hashtags, they naturally boost their visibility and relevance.
• A strong creator ecosystem. TikTok is home to millions of creators across various niches. If you’re already collaborating with influencers on Instagram or YouTube, including TikTok creators in your strategy can help you reach new audiences.

As you can see, the benefits of TikTok for businesses go far beyond visibility. With the right strategy, it’s a platform where you can build your brand awareness, strengthen relationships, and drive sales, all while staying in tune with the latest cultural conversations.

How different businesses can use TikTok

Almost any type of business can utilize TikTok, but how they do so depends on their goals, target audience, and level of creativity. Additionally, different industries have distinct tendencies when it comes to the type of content they post. Let’s take a look at some of them.

Product-based businesses

If you run an eCommerce brand, TikTok is a great place to showcase your products through unboxings, tutorials, and UGC videos. It’s especially valuable if you sell products on TikTok Shop, as you can link products directly in your videos. Even if TikTok Shop isn’t in your strategy, you can still direct users to your website, store, or other important pages using a bio link tool.

Want to share multiple links with your TikTok followers?

The only tool you’ll need is our intuitive bio link builder — it’s made specifically for creating sleek, professional-looking pages for social media and other platforms. It’s code-free and stress-free — there are only the features you’ll absolutely need.

Food and beverage brands can also thrive on TikTok. Sharing recipes, behind-the-scenes moments, taste tests, or honest customer reactions can help you build trust and make your content more relatable.

For example, Canada Goose uses TikTok to post lifestyle content featuring their products in authentic, real-life settings – from snowy hikes to casual city strolls.

@canadagoose

In motion with @Lucy McFadin #CanadaGoose #StyleTok #FashionTikTok #CanadaGooseJacket #SpringFashion #RainCoat

♬ original sound – Lucy Rae McFadin

Service-based businesses

Service providers can also benefit from TikTok marketing. They can use the platform to share more information about their company, offerings, and expertise. For instance, fitness brands can post home workouts, gym tips, or motivational content. These types of videos are easy to digest and give your audience a quick win. Real estate, consulting, and other professional services can use storytelling videos, quick advice clips, property tours, or client testimonials. These ideas not only build credibility but can also help you attract and convert leads.

Humor works, too. Even in more “serious” industries, funny videos can go a long way in humanizing your brand. For example, Vital Climbing Gym uses lighthearted content to connect with their audience in a more casual way.

@vitalclimbinggym

No climbers were harmed in the making of this video #vitalclimbinggym #vitalbklyn

♬ Avidi Kadivi – WanderingAndLost

Creative industry

Many creative and entertainment businesses use TikTok to promote their services and upcoming events. For example, artists can showcase their artwork and music clips or create teasers to engage their audience before a release.

Freelancers and agencies can also use TikTok to show off their work, explain how they approach projects, or teach quick tips. They often post behind-the-scenes content, portfolio highlights, and tutorials to demonstrate their skills. This strategy helps establish a personal brand while attracting potential clients.

A great example is Canva – the platform regularly posts short testimonials from different creators on their TikTok feed, showing real-world applications of their design tools.

@canva

“How do you keep your content so consistent?” @floofysocials: quietly opens Canva 🎬 #CanvaPartner #CanvaVideo

♬ original sound – Canva – Canva

Education businesses

TikTok teaching has become a huge trend thanks to the rise of #EduTok, with educators worldwide using the platform to engage followers in fresh and innovative ways. Whether you are a tutor, a course creator, or an expert in your field, you can create short, informative videos on niche topics, and you will likely find an active community interested in your area of expertise.

Videos that perform really well are those that explain concepts in simple words or demonstrate how to do something, especially when those videos cover complex subjects like math, coding, software design, etc. Here’s a prime example of a TikTok creator educating followers on getting the perfect white balance in DaVinci Resolve:

@deweyvisuals

Chromatic Adaptation… an easy way to get the perfect white balance in Davinci Resolve. #filmmakingtips #davinciresolve #videoeditingtips

♬ original sound – deweyvisuals

Finance experts can also succeed on TikTok by breaking down topics like taxes, budgeting, or passive income into easy-to-understand videos.

Pack and share your expertise strategically

Whether you’re a solo educator or part of a growing team, SendPulse can help you create, deliver, and monetize your online courses and automate communication with students — all from one place.

Hospitality businesses

Restaurants, hotels, and event spaces often use TikTok to give off the vibe — whether that’s their decor, food, cocktails, or guest experiences. Some businesses go for a polished look, while others keep it casual with quick, fun clips filmed by staff or customers.

When considering how to use TikTok for business in this industry, there is no one-size-fits-all approach. Depending on your brand’s identity and message, you can post food prep videos, staff spotlights, event promos, or guest reactions — anything that gives people a reason to stop scrolling and start planning their visit.

Here’s how a well-known Viennese restaurant uses TikTok to spotlight its signature dish, the famous schnitzel:

@figlmueller

Where the past meets the plate 🍽️ #figlmüller #schnitzel #viennafood #restaurantreview #restaurant #cooking

♬ Can Can – Rias Orchestra & Helmuth Brandenburg

How to decide between TikTok Business vs Creator account

When setting up your profile, one of the first decisions you’ll need to make is what kind of TikTok account to create. The three main types are Business, Creator or Personal, and Organization accounts. Let’s compare TikTok’s Business vs Creator account and clarify how they differ from Organization one to help you choose the best option based on how you plan to use TikTok for business.

Creator account

A TikTok Creator or Personal account is meant for everyday users, influencers, and public figures who primarily focus on building an audience and publishing content. If you’re planning to join TikTok’s monetization programs or collaborate with brands, this account type is a solid fit.

With a Creator account, you get access to:

• general music library and some commercial sounds;
• basic and advanced analytics, including content and follower insights;
• an advertising tool to improve your content’s visibility by turning it into ads;
• the ability to keep your profile private;
• the option to add a link in your bio once you hit 1,000 followers.

Overall, a TikTok Creator account gives you access to most tools you need to build a strong online presence.

Business account

If your main goal is to promote a product or service, a Business account is the right call. When comparing a TikTok Business vs Creator account, the Business version unlocks tools tailored specifically for marketing, including advanced ad features and robust analytics.

With a Business account, you get:

• access to the commercial music library (not the general one);
• TikTok Business Suite for content management, inspiration, and insights;
• in-depth analytics on your posts, followers, LIVE streams, etc.;
• a clickable link on your profile without any minimum follower requirement.

You can easily switch between a Creator and a Business account in the settings, although TikTok doesn’t recommend doing so. If you want to create both personal and branded content, consider running two separate accounts.

Organization account

Organization accounts are designed for companies that want to manage their TikTok presence with a team. Unlike Creator or Business accounts, this option allows multiple users to access and manage the account without sharing personal login details. It’s a more secure setup, especially for larger businesses or agencies.

Some key features of Organization accounts include:

• access to commercial songs and sounds for content creation;
• support for TikTok LIVE (based on age and follower count);
• multi-user management with secure verification and role-based permission allocation;
• eligibility for a verified badge.

To create an Organization account, you’ll need to go through a relevant business platform like TikTok Seller Center and verify your business with qualifying documents.

Each account type has its own advantages and trade-offs, but all three can support a strong TikTok strategy when aligned with your goals.

How to create a TikTok Business account

If you’ve decided that a Business account is the right fit, the next step is getting everything set up. Let’s walk through how to create a TikTok Business account and start building your brand presence on the platform.

Create your TikTok account

Start by downloading the TikTok app and creating a new account. You can optimize your profile right away by adding a high-quality logo as your profile photo, writing a short brand description or your mission statement, and adding a link in your bio. TikTok also lets you connect your other channels, like Instagram or YouTube, for even more visibility.

Set up a TikTok Business account

Once your profile is in place, tap the menu icon in the top right corner. Go to “Settings and privacy” > “Account” > “Switch to Business Account.” TikTok will show you a quick overview of the Business features. Tap “Next,” then select a category that best represents your brand; it can be fashion, beauty, fitness, finance, education, or something else.

Get verified

Although verification isn’t required to use TikTok for business, it adds credibility and can help prevent impersonation. A verified badge signals to users that your account is legitimate, which is especially useful if your brand is at risk of copycats.

To request verification, first check the required documents for businesses in your country. Then, open your settings via TikTok Business Center or Ads Manager and click “Verify now.” Select your entity type, provide your business details, and upload the documents. TikTok will review your application, and once approved, your profile will display the blue checkmark.

Tips on how to use TikTok for business to get results

Below, we dig into ten actionable tips on how to use TikTok for business in a way that actually drives results.

Optimize your profile

First impressions count — and your profile is where they start. Choose a clear, searchable account name, ideally your brand name. If it’s taken, try adding a word like “official” to make it unique. If your business targets multiple countries, consider creating separate TikTok accounts for each region and specify that in your profile name, for example, “BrandName EU” or “BrandName US.”

Another important aspect of using TikTok for business is having a complete and well-optimized bio. TikTok bios are limited to 80 characters, so keep yours sharp and distinctive. A slogan or key benefit of your brand works well here.

Also, remember to include a link in your bio to cross-promote other social media platforms or direct users to your store or any specific pages. If one clickable link isn’t enough, try using a link in bio platform like SendPulse to create a branded page with multiple links.

Define your niche

While it’s totally fine to test different TikTok video ideas and formats early on, it’s best to build your content around a specific theme or niche that aligns with your brand. It will help you stay consistent and create a recognizable identity.

However, that doesn’t mean you should ignore trends or viral challenges — just make sure you adapt them to fit your brand voice and product category.

Understand how TikTok’s algorithm works

Using TikTok for business effectively means understanding how the platform delivers your content to users. Unlike Instagram or YouTube, where people mostly see content from accounts they follow, TikTok mixes familiar creators with completely new ones based on user behavior and preferences.

When a new user signs up, TikTok starts by showing popular content that matches their location. From there, the algorithm learns quickly; every like, share, comment, or swipe tells TikTok what kind of content to show next. That means engagement is one of the most important signals that your content is valuable and worth showing to more users. But popularity alone isn’t enough; TikTok actually tests each video with a small group of users first. If it performs well, the platform gradually expands its reach.

Other elements, such as keywords in your caption, hashtags, and video format, also influence your content’s visibility. Device settings, including location and language, also matter, but to a lesser extent. As a result, even small accounts can go viral if their videos resonate with viewers. That’s what makes using TikTok for business especially powerful for newer brands with limited followers.

Post consistently

TikTok favors consistent posting and rewards content that drives engagement, even if it’s not highly polished. In fact, focusing on quantity can actually work in your favor. Ideally, try posting one to three times a day to keep your TikTok for business active and visible on users’ For You pages. If that pace feels overwhelming, you can batch-create content and schedule it to go live over a week or month.

Keep in mind that TikTok videos usually have a short lifespan — most engagement happens within the first three to seven days. Still, older videos can occasionally resurface if the topic becomes relevant again.

Follow and adapt to trends

Trends are a big part of TikTok; from popular sounds to viral video formats, they’re everywhere. Jumping on trends early can give your content a boost and help you reach more people. Tools like TikTok Creative Center can make it easier to spot what’s gaining traction before it peaks.

However, not every trend will suit your brand. It’s fundamental to stick to ones that feel natural for your niche and tone. Following every trend just for the sake of it can come across as forced or off-brand.

Engage with your community

Engaging with your audience is especially important when you’re just starting out. Reply to comments, check your DMs, and use your content to spark interaction. Asking questions, running simple challenges, or encouraging followers to use your branded hashtags can help build a stronger connection.

You can also grow your reach by teaming up with other creators or brands in your niche. TikTok’s built-in tools, like Duets and Stitches, make it easy to collaborate and tap into new audiences.

Add hashtags strategically

There’s a lot of debate around hashtags on TikTok. Some experts say they don’t matter anymore, while others believe they still help get your content in front of the right people. If you’re using TikTok for business, hashtags can support discoverability — as long as you use them wisely.

Try mixing broad and niche hashtags, like #beauty and #lashextensions, or incorporating your brand name to make your videos easier to find. Stick to three to six relevant hashtags per post, and avoid anything spammy or off-topic.

To keep up with what’s trending, check out TikTok’s Creative Center; it shows real-time insights into popular hashtags across different industries.

Create engaging content

Success on TikTok starts with content. If your videos fail to catch attention or hold interest, even the best strategy won’t get far. Here are a few practical tips to make your TikTok content more effective:

• Keep it short and to the point. Focus on creating videos that are 15 to 30 seconds long. While longer videos are allowed, shorter ones tend to hold viewers’ attention better. Strive for at least 55% watch time to increase your chances of reaching more users.
• Hook viewers within the first two seconds. Movements, bold text, a quick question, or visual effects can help you stop the scroll and pull viewers in.
• Use trending sounds that match your content. Even if your video has its own audio, you can mute it and overlay a popular track to improve its discoverability.
• Add captions. Since many users watch videos with the sound off, captions can help you communicate the message clearly and keep viewers engaged longer. You can easily add automatic captions using the TikTok Editor.
• Stick to vertical videos. It’s the standard format on TikTok that performs best across devices. If you’ve filmed a video horizontally, tools like CapCut, Premiere Pro, or DaVinci Resolve, along with automated head-tracking features, can help you reframe it for vertical viewing.

Since you’re using TikTok for business, you can always add a clear call to action at the end of the video or in your caption. A simple prompt like “Tap the link in bio,” “Share your thoughts,” “See more on our website,” or “Follow for more” can encourage viewers to engage and take the next step.

Cross-promote your accounts

Boosting your TikTok audience can be as simple as sharing your videos on other platforms. A highly effective strategy is to post short clips or highlights on channels like Instagram, Facebook, or YouTube and link back to your TikTok profile using your bio or sticker links.

If you run a blog or website, think about embedding relevant TikToks directly into your pages. This sparks visual interest and encourages more engagement from your site visitors. You can do the same with email campaigns — featuring a video in your newsletter is a great way to connect with subscribers and direct traffic to your TikTok.

If you represent a product-based brand, don’t overlook offline opportunities. Including your TikTok handle on packaging, signage, or printed materials can significantly boost discoverability. When customers enjoy your content elsewhere, they are more likely to check you out on TikTok, too.

Communicate with your customers across different channels

With SendPulse, you can reach your target audience by sending various types of messages through a communication channel they prefer — email campaigns, web push notifications, SMS, live chats, and chatbots for WhatsApp, Instagram, Facebook Messenger, or Telegram.

Collaborate with influencers

The State of Influencer Marketing Report reveals that 86% of consumers made at least one purchase each year based on an influencer’s recommendation. On TikTok, teaming up with influencers to leverage their credibility is one of the most effective ways to reach new audiences, especially when the content feels natural and stays true to your brand.

When partnering with creators, it’s important not to be rigid and let them do what they do best. Each creator knows how to connect with their followers and can demonstrate your product in the most authentic and engaging way. Instead of scripting everything, offer a brief with general direction, timelines, and goals and give creative freedom.

To monitor conversions and identify which collaborations truly deliver results, you can distribute custom promo codes or personalized links that influencers can add to their bios or video descriptions.

Mistakes to avoid when using TikTok for business

TikTok can be a powerful marketing platform, but some common missteps can hold your brand back. Let’s take a look at frequent mistakes businesses make and how to avoid them.

Being too promotional

TikTok isn’t a platform for hard selling. Viewers come to the app for entertainment, trends, and relatable content, not traditional ads. If your videos feel too much like commercials, they’ll likely be skipped over. Instead, focus on storytelling, humor, or education that ties naturally into your product. Show how your product solves a problem or fits into a real-life scenario. When your content resonates, sales often follow without the need for aggressive promotion.

Ignoring trends

Using TikTok for business means tapping into the platform’s unique culture, which includes jumping on the latest trends. From audio clips to challenges, these trends help your content stay relevant and discoverable. However, don’t just copy; instead, adapt trends in a way that fits your brand voice and niche. Adding your own twist is what can make you stand out.

Uploading low-quality videos

While TikTok users don’t expect studio-quality production, your videos still need to be clear, watchable, and visually appealing. Poor lighting, cluttered backgrounds, or noisy audio can turn viewers away, regardless of how strong your idea is. Try filming near a window for natural light, and if you create talking-head videos, consider using a basic microphone to improve your audio quality. TikTok’s built-in editing tools and third-party apps can help you clean up minor flaws.

Modern smartphones already offer excellent video quality, especially iPhones, which support video formats like HEVC or H.264. These formats compress well, meaning your videos look crisp without large file sizes or quality losses.

Repurposing content from other platforms

It might be tempting to reuse the same videos across TikTok, Instagram Reels, YouTube Shorts, and Facebook. While some content can work well on all platforms, it’s important to understand the key differences.

Instagram often favors curated, brand-heavy visuals, while TikTok values authenticity and spontaneity. Highly polished or overly branded content may feel out of place here. Plus, TikTok is driven by trends and sounds that aren’t always relevant on other platforms. If you decide to cross-post, make small tweaks, such as adjusting the audio, pacing, or text, to better fit each platform’s style.

Skipping user-generated content

When you use TikTok for business, relying solely on your own content can limit your reach and variety. For product- or service-based businesses, customer voices matter. If your budget doesn’t allow for influencer collaborations, encourage happy customers to share their experiences and feature them with credit. You can also diversify your UGC campaigns with tutorials, DIY content, reactions, transformation stories, and other engaging formats.

Five businesses killing it on TikTok

TikTok offers plenty of opportunities for brands to connect with audiences, enhance brand visibility, and boost sales. Let’s explore the success stories of five companies using TikTok for their business in creative, relatable, and impactful ways.

Duolingo

Followers: 16.8 million; Likes: 453.2 million

Duolingo’s TikTok account is a prime example of how a brand can stay relevant while entertaining its audience. Instead of promoting their app the usual way, they brought to life their owl mascot, a sarcastic and self-aware character who hates Google Translate and reacts to the hottest trends, memes, and challenges.

Their videos lean into TikTok humor and current topics. Duolingo often turns major events, like a highly anticipated movie release or a world tour by a famous artist, into playful content that builds relationships around it. One recent campaign revolved around a fictional story about the mascot’s “death,” sparking wild theories from users who even claimed to be involved.

@duolingo

RIP DUO #duolingo Duolingo’s full name credit to @ alex_elle on Threads

♬ Dixon Dallas Good Lookin – Jake Hill

Although their end goal is to promote language learning, Duolingo prioritizes engagement first. Their content entertains even users who aren’t interested in their product, and that’s what keeps people watching.

Scrub Daddy

Followers: 4.3 million; Likes: 97.3 million

Scrub Daddy’s TikTok strategy puts entertainment first and selling second. They produce playful and humorous content that their target audience can relate to and engage with, all while acknowledging the promotional nature of their videos. In these videos, they highlight the unique features of their products and sell the benefits to their audience in an informative, funny, and memorable way.

The brand often showcases exaggerated cleaning scenarios, uses costumes and creative edits to bring their sponges to life, and jumps on viral dances and sound bites that invite users to Stitch or Duet their posts.

Like other successful brands leveraging TikTok for business, Scrub Daddy turns trends into entertaining product-centered plots and deploys meme-based marketing. They also frequently collaborate with different brands, like Duolingo, to boost visibility and delight shared audiences.

@scrubdaddy

@Duolingo I’m fuming.

♬ original sound – Sound Central

CeraVe

Followers: 1.8 million; Likes: 9.1 million

CeraVe has established a strong presence on TikTok by blending educational content with popular trends. Their videos cover practical skincare tips, product comparisons, ingredient breakdowns, and advice for various skin concerns.

The brand frequently partners with actual dermatologists and popular skincare influencers to gain trust and credibility. While influencers demonstrate how CeraVe products fit into their daily routines, dermatologists offer professional insights that help educate viewers. This combination of expert advice and real-life use cases makes their content both informative and relatable.

@cerave

@charli d’amelio thank you for sharing your skin journey with us 💙🥼✨ #CeraVe #SkincareRoutine

♬ original sound – CeraVe

CeraVe also actively shares user-generated content that highlights personal skincare journeys and genuine product reviews, further reinforcing the brand’s authenticity.

Crumbl Cookies

Followers: 10.3 million; Likes: 94.8 million

Crumbl Cookies is a solid example of how a food brand can use TikTok for their business to boost visibility and stay top-of-mind. Their account gives viewers a behind-the-scenes look at how their cookies are made, from cutting and glazing to final presentation. These close-up, aesthetic shots not only build transparency but also make the products hard to resist.

The brand’s key selling point is a rotating menu that features new and elaborate flavors every week. On TikTok, they post highly anticipated announcements and unboxings of these limited-edition cookies to create a sense of scarcity and urgency among viewers.

@crumbl

🥛 MALLOW SANDWICH FT. OREO® | 🍓 STRAWBERRY SHORTCAKE (NEW) | 🍞 CINNAMON FRYBREAD | 🧁 RED VELVET CUPCAKE | 🎪 SUGAR FT. MOTHER’S® CIRCUS ANIMAL™ #CrumblCookies

♬ original sound – Crumbl

Crumbl also often reposts customer reviews using branded hashtags like #crumblreview and #tasteweekly and collaborates with influencers, celebrities, and other well-known brands to expand their reach.

Ryanair

Followers: 2.6 million; Likes: 54.7 million

Ryanair proves that even budget airlines can find their voice on TikTok. Their content evolves around sarcasm, self-deprecating humor, and pop culture trends. The company often responds to user comments or recreates popular memes with TikTok effects and filters, building a unique brand personality that’s anything but corporate.

Their tone may be bold, but it resonates with their target audience. Instead of avoiding criticism, Ryanair often reposts funny, relatable videos from customers, including complaints about delayed flights, cancellations, or other travel mishaps, and turns them into jokes — a refreshing approach that helps them stand out.

@ryanair

you thought it was free? 🪟 #stitch w/ @Molly #ryanair

♬ original sound – Ryanair

Final thoughts

TikTok has become a powerful hub for any business that wants to grow and cultivate an engaged online community. By understanding how the algorithm works, creating captivating content around trending topics, and maintaining a consistent presence, brands can connect with their audience more authentically and boost their visibility.

If you’re using TikTok for business, it’s worth expanding your efforts beyond the platform. With SendPulse, you can easily build a link in bio page, create a website, launch email campaigns, and stay in touch with your audience across multiple channels. Everything is in one place — and you can start for free to see how it fits your goals.