An introduction to TikTok for small businesses

Since its launch in 2016, TikTok has rapidly evolved into one of the world’s most popular and fastest-growing social media platforms. With over 1.5 billion global active users each month, TikTok comfortably sits among the top five social media apps—a remarkable feat in such a competitive digital landscape.

While many social platforms tend to attract a specific age group or demographic, TikTok stands out for its broad, cross-generational appeal. From teenagers and young adults to busy professionals and even retirees, people of all ages are embracing TikTok’s addictive mix of creativity, entertainment, and community, making it a more diverse and dynamic platform than ever before.

TikTok represents a golden opportunity for businesses, especially small and emerging ones. Unlike traditional marketing channels that often require hefty budgets and polished campaigns, TikTok thrives on authenticity, relatability, and innovation — qualities that small businesses can excel at. The platform’s unique algorithm favours creativity over size, meaning even the smallest brands have the potential to achieve massive reach and build a loyal audience with the right content.

Importantly, it’s not just global brands and big-name corporations finding success here. Small businesses across industries — from handmade crafts and boutique fitness studios to local cafés and service providers — use TikTok to tell their stories, showcase their products, and connect with customers in powerful, human ways.

In this guide, we’ll dive into why short-form video content is so potent on TikTok, the unique opportunities it presents for small businesses, and seven essential tips for creating engaging, impactful TikTok videos that can help you grow your brand, boost visibility, and drive real results.

The power of short-form videos

TikTok is all about engagement through short-form videos – we’re talking seconds. These videos cater to modern audiences with a limited attention span and build excitement and intrigue to discover the next video.

Short-form videos are also generally more authentic, one of the app’s biggest appeals. Younger users, especially, are drawn to the genuine nature of quick, raw videos over longer, scripted content.

In fact, short-form videos are so effective that many TikTokers can easily dedicate several hours a day to them. Here’s how long people tend to spend on TikTok per month:

As of 2023, users worldwide spend an average of 34 hours per month on TikTok — that’s more than an entire day dedicated solely to the platform. The UK leads with the highest usage at nearly 50 hours per month per user, closely followed by the US at 45 hours.

But what does this mean for small businesses?

Firstly, short-form videos allow you to connect with viewers almost instantly, boosting engagement and making your brand more memorable.

Secondly, TikTok offers an extraordinary opportunity to expand your reach. According to TikTok’s research, 77% of European (including UK) users say they’ve discovered small or medium-sized businesses on the platform before seeing them elsewhere. Even more compelling, 35% of those who discover a small business through their ‘For You’ page go on to make a purchase.

Short-form video content isn’t just entertaining — it’s a powerful catalyst for business growth. With no signs of slowing, TikTok’s influence is only set to grow, making it an essential platform for small businesses ready to thrive in the digital age.

7 tips for creating impactful TikTok content

1. Keep it short and concise

When it comes to TikTok, conciseness is key. The platform is built around fast, digestible content, so your videos should aim to deliver their main message quickly and clearly. For maximum impact, try to keep your videos under 40 seconds. While TikTok now allows longer videos — up to 10 minutes — shorter clips tend to perform better, especially when boosting engagement, shares, and retention.

If the topic genuinely requires more explanation, it’s fine to go slightly longer; but even then, try to stay under a minute whenever possible.

You’ll need to be creative and intentional about how you present information, distilling your message down to its most engaging and essential form. That challenge is part of the fun—and it’s core to the art of successful bite-sized storytelling.

Keeping it short not only improves the chances of holding viewers’ attention from beginning to end, but also increases the likelihood that they’ll engage with your content, share it with others, and return for more.

2. Share educational videos

Educational videos are a fantastic way to build trust, provide value, and position your brand as an expert. Many TikTok users turn to the platform for entertainment and learning something new, whether it’s how to use a product, solve a problem, or pick up a new skill.

This creates a perfect opportunity for small businesses to share valuable, informative content highlighting their products or services. For example, if you sell products, you could post tutorials showing how to use them properly, extend their lifespan, or get the best results. If you offer a service, like hairdressing, you might share expert tips on maintaining healthy hair at home, choosing the right products for different hair types, or quick styling tricks.

Educational videos are highly shareable and help establish credibility, making your business more memorable and encouraging viewers to come back to you as a trusted source of information.

3. Be authentic

The key to success on TikTok is authenticity. While getting started on the platform as a small business can feel daunting, resisting the temptation to copy what’s already popular is essential. Instead, take the time to find a unique angle that genuinely reflects your brand values and personality.

For example, storytelling is a powerful way to build brand awareness. You could share how your business started, highlight customer success stories, or talk about the inspiration behind your products. Personal, relatable narratives help humanise your brand and make it easier for viewers to form a genuine connection with you.

It’s also crucial to remember that authenticity can’t be faked. If your sole focus on TikTok is to drive sales rather than foster real community engagement, users will likely pick up on it and may choose not to engage with your brand.

By consistently showcasing your company culture and demonstrating your values through your content, you make it easier for audiences to relate to you, trust you, and remain loyal over the long term. Building a genuine connection should be your foundation — the conversions will follow naturally.

4. Embrace humour and stay trend-savvy

TikTok thrives on creativity and a playful spirit, so embracing humour can be a highly effective way to engage your audience. Funny, relatable content resonates well, helping your brand feel more approachable and memorable.

However, TikTok trends evolve quickly, so it’s important to stay up-to-date and adapt your content to what’s currently capturing people’s attention. That said, it’s not about jumping on every trend randomly. To maximise impact, you should be strategic—select trends that align with your brand personality and find creative ways to put your own spin on them.

Two brands that do this exceptionally well are the language-learning app Duolingo and budget airline Ryanair. By cleverly using trending formats, humorous messaging, and a bit of self-awareness, they’ve built massive followings and strong community engagement on TikTok, despite being in industries you might not typically associate with viral content.

5. Use music and captions to boost engagement

On TikTok, you only have a second or two to catch a viewer’s attention, and using the right music can make all the difference. Just like there are trends with hashtags and challenges, there are also trending songs that dominate the platform at different times.

For example, in 2022, Kate Bush’s 1980s hit ‘Running Up That Hill’ became one of the most popular tracks on TikTok, decades after it was first released. This was largely thanks to its feature in the Netflix series ‘Stranger Things’, which sparked a huge resurgence in the song’s popularity.

However, chasing only the most popular music trends isn’t always the best strategy for small businesses. Just like competitive keywords on Google, heavily trending songs are used by countless creators, making it harder for your video to stand out. Instead, look for music relevant to your content, fits your brand’s vibe, and feels authentic, even if it’s not the top trending track.

In addition to music, consider adding captions to your videos. Captions improve accessibility for viewers who are hard of hearing and also help people who are watching without sound to still engage with your content. Plus, text captions can reinforce your message and keep viewers interested longer.

Combined, music and captions create a richer, more dynamic TikTok experience that can lead to more likes, comments, shares, and better overall performance for your videos.

6. Show behind-the-scenes moments

Today’s audiences crave authenticity and connection. They don’t just want to see polished products; they want to know the people, stories, and processes behind them. Sharing behind-the-scenes moments is a powerful way to build trust and relatability with your audience.

Show your viewers inside your business by showing how your products are made, touring your workspace, introducing your team, or sharing your daily routines. Even small glimpses into your process can make your brand feel more human, encouraging stronger and lasting connections with your followers.

7. End with a clear and compelling call to action

Every TikTok video should guide viewers toward the next step. Don’t assume they’ll know what you want them to do – be clear and direct.

Encourage them to follow your account, visit your website, comment with their thoughts, tag a friend, or check out a featured product. A strong, engaging call to action boosts overall interaction and builds momentum toward your business goals, whether growing your online community or increasing sales.

Why TikTok is a game-changer for small businesses

Let’s look at a real-life example to illustrate TikTok’s impact on small businesses. Introducing Emily Jacks, founder of Oddjollies.

After being made redundant and struggling to find another job she felt passionate about, Emily crafted a handmade page holder as a gift for her housemate, an avid book lover.

He was so delighted that he encouraged Emily to start selling her creations online. Inspired by his support, she launched her business in February 2023 and joined TikTok about a month later.

Emily highlights the importance of building a community on TikTok. She said:

The community is the most amazing thing. There’s a lovely crafting community on TikTok. People do crochet, painting, and clay – like me. It’s great for interacting with other people’s art, helping each other out, and having other people really see the love that you put into the products you make.

After being active on TikTok for a year, Emily has attracted 37,300 followers and 1.2 million page likes. Two of her product videos, such as the one below, featuring a design inspired by the Netflix series Bridgerton, went viral.

TikTok – Make Your Day

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But success didn’t come overnight.

Before joining TikTok, I knew what sort of videos I personally liked to watch, and that had a huge impact on the TikTok content I started making for OddJollies. It took around a couple of months for me to get any traction at all. I never tried to go viral, but I did put a lot of effort into posting videos frequently. I also wanted to have fun, which helped me find my community.

For small business owners who are new to TikTok, Emily recommends:

My advice would be to engage with other videos and see what you like to watch. Posting frequently is also important. Pay attention to the TikTok algorithm and check when your audience is most active. Also, it’ll be really obvious if you’re joining TikTok purely for commercial reasons. It’s far more impactful to be authentic.

She leaves the following message for aspiring TikTokers:

It’s not a given that people are going to love what you do just because you love it. And there’s no guarantee that you’ll get the results you’re expecting but remember that your passion shines through.

Unlock the power of TikTok for your small business

With TikTok’s massive and ever-growing user base, small businesses have huge opportunities to expand their reach, connect with new audiences, and build loyal communities. If you’re new to the platform, use the tips and strategies shared in this guide to get started. Focus on posting consistently, experimenting with different content styles, and most importantly, developing an authentic brand voice that resonates with TikTok users.

As you build momentum, be sure to explore TikTok’s Insights tools. These analytics will help you understand what types of videos your audience enjoys most, allowing you to fine-tune your content strategy for even greater engagement and growth.

Do you already have a TikTok presence but want to expand it? Check out our blog, “How to Grow a Small Business on TikTok,” for more advanced tips on scaling your success.

Got questions about digital marketing or small business growth? We’d love to hear from you — simply leave a comment below, and a member of our team will get back to you. In the meantime, explore the 1st Formations website for company formation and expert startup advice, tips, and inspiration.