TikTok for business: How to grow your brand in 2025

If you’ve overlooked TikTok as a legit marketing channel because your target customer didn’t hang out there, you may want to give it another look.

Why? Because more than a third of TikTok’s 1.6 billion users are over the age of 35. And what’s more, 70% of them say they use the app to find new brands and products. That’s a huge group of people across all generations hungry to find what you sell.

It’s a whole new audience to reach all those customers, you’ll need a TikTok for Business account. It works a little differently than your typical Creator account and comes with several marketing tools.

We’ll explain how to use TikTok for business in this huge guide. From creating a business account on the app to building a winning strategy, you’ll get a step-by-step plan to find new customers on TikTok.

We’ve included loads of examples from brands that are crushing it on TikTok. Plus, we’ve enlisted the expertise of Aubrey Burrough, Senior Social Strategist at The Brooklyn Brothers, and Kristen Bousquet, Founder of Your Soucialmate.

How to use TikTok for business: A step-by-step guide

Below, we’ll take you through nine steps to set your business up for success on TikTok. We’ll start with the basics of the platform. Then, we’ll help you level up by creating a strategy, making engaging content, and running ads.

Step 1: Create a TikTok business account

The first step is to set up your TikTok for Business account and secure your TikTok username. It’s free to create one, and the advantages of having a TikTok business account include:

• Website link in your bio
• Detailed account insights
• Business Suite tools like TikTok marketing, advertising, and auto-messaging
• Allows you to sell your products through a TikTok shop

Note: Business accounts only have access to the Commercial Music Library.

It has fewer sound options than the one you use on your personal account. That’s because all of the music in the CML has been approved for commercial use. You don’t have to worry about accidentally using a copyrighted song in your ad.

Follow these steps to create a new TikTok account using your business email address:

1. Download the TikTok app
2. Go to the TikTok for Business start page
3. Enter your business email address and create a password
4. Go to step 7 below.

Follow these steps to create a new TikTok for Business account using a personal TikTok account:

If you already have a personal TikTok account, you can easily switch it to a Business Account. Scroll down to step 6.

1. Download and open the TikTok app.

2. Create a new personal account. You can use your email or log in with your Google, Twitter, or Facebook account.

3. Tap Profile in the lower right corner, then hit the menu icon (three horizontal lines) in the top right corner.

4. Tap Settings and privacy.

5. Tap Account.

6. Tap Switch to Business Account.

7. Pick the category that best describes your brand and tap Next.

8. Add your business email address to your profile.

And that’s it! You now have a TikTok for Business account.

Step 2: Create a TikTok strategy for growth

Before posting on TikTok, you must create a platform-specific social media strategy. Having an Instagram or YouTube strategy is an excellent place to start, but remember that TikTok is very different in its content styles, user preferences, and algorithm.

Gathering information is the best way to build a winning TikTok strategy. Here are the building blocks you need to get started.

Understand the TikTok algorithm

The first thing you need to understand is the TikTok algorithm. The algorithm is the one obstacle that stands between your videos and going viral on TikTok.

If you want to hit the For You Pages (FYPs) of your potential customers, you need to learn the factors that will help you get there.

According to TikTok, the algorithm ranks videos based on several factors. Those factors include user interactions with past content, the video’s captions, sounds & hashtags, and viewer demographics.

Here’s a video about how to choose hashtags on TikTok:

Or try our totally free TikTok hashtag generator!

Spend time scrolling TikTok

Yes, as a business owner or marketer, it’s your job to spend time scrolling through TikTok.

Watching your For You Page is the best way to see what works and what doesn’t, especially in your niche.

Over time, you’ll learn what tends to go viral, how creators use animations and captions, comment culture, and TikTok-specific vocabulary.

Source: Abby Morgan

Learn TikTok vocab

Speaking of vocabulary, TikTokers use a lot of jargon.

While Gen Z and younger users tend to set the tone and word usage, they’re quick to spread to all users.

Source: Ryanair

A warning: Check your brand voice before fully adopting “TikTok speak.” While Ryan Air can pull it off, the “unhinged social media manager” persona may not be a fit for your business.

Understanding common phrases, tropes, and their usage can help you avoid embarrassing missteps.

Set objectives and goals

Your strategy should clearly define what you want to achieve on TikTok. Note that TikTok isn’t a sales-focused platform. The algorithm favors on-platform engagement.

So, how can you tie TikTok engagement back to business goals? There are several ways:

• Raising brand awareness
• Increasing positive brand sentiment
• Improving brand reputation

Business newsletter, Morning Brew, grew its email list by 70,000 subscribers by partnering with a popular creator.

Morning Brew asked the creator to craft video content that was 80% “skit” and 20% call to action. This prompt produced an authentic and engaging video that led to meaningful business results.

Source: Morning Brew

This is an example of Morning Brew’s highly successful organic content, which influenced its sponsored content strategy.

Identify your target audience

While TikTok is extremely popular with teenagers and Gen Z, it’s still well-used by older age groups. So, it’s likely that you can reach your target market on TikTok.

Source: Statista

So, the critical question is: How does your target market differ from other platforms on TikTok? If not in demographics, then what about their preferences?

Once you’re confident that you know who you’re targeting on TikTok, you can move on to content planning.

Plan your content calendar

Unlike other platforms, TikTok tends to feel more fast-paced and spontaneous. Trends come and go in a matter of days. By the time you think of a brand tie-in, the opportunity for engagement may have passed.

While it may feel counterintuitive, having a social media calendar can help. A calendar ensures you can anticipate significant events that create buzz on TikTok, like the Met Gala, and plan enough time for production.

A social media scheduler like Hootsuite can even help you pre-load content so it posts on TikTok at the optimal time (more on that later!).

Just make sure to adapt your content pillars for TikTok — Content pillars are recurring themes that tie your posts back to your brand.

For a travel brand, these pillars could include destination inspiration, hotel & flight deals, and packing tips. Content themes give you a strong starting point to brainstorm videos and jump on trends as they emerge.

Define your TikTok visual style

Good news: You don’t need a huge production budget to create content for TikTok.

In fact, 65% of TikTok users think that professional-looking videos from brands look out of place on the platform.

All you need to start creating TikTok videos is your phone and some creativity. Of course, clear audio and good lighting are important, but that’s it.

Here are a few examples from brands that have kept their TikTok aesthetic lowkey, like Scrub Daddy:

Source: Scrubdaddy

And Moonpie:

Source: The Original Moonpie

Step 3: Optimize your TikTok profile

Users often visit your TikTok profile after seeing a video or comment.

Your profile consists of your bio, a link, and a photo. Together, they act as your digital storefront. With such limited space, it’s essential to hone them to represent your brand in the best light possible.

Be consistent with your profile photo

Make sure your profile photo looks good and represents your brand. Ideally, it should be consistent with your photos on other digital platforms. Use the same logo or colors as your website, branding, and other social media profiles.

Source: Bobbie Goods

Keep your bio short and sweet

TikTok bios are limited to 80 characters. This is super short — even less than a tweet pre-2017!

With such limited space, your bio needs to cut to the chase. Ideally, it should include a call to action (CTA), too. Emojis can add personality, but avoid replacing words with emojis per accessibility best practices.

Psst: Are you stuck on crafting the perfect bio? Use our handy TikTok bio generator for inspiration.

Pick your URL wisely

TikTok business accounts can add a website URL once they reach 1,000 followers. If you haven’t yet reached that threshold, you can register your business. Once approved, you’ll be able to add your website link.

Unlike Instagram, you only get one link in your TikTok bio. For a business, that can be one of many options: your e-commerce site, a specific landing page, another social account, a current blog post — the list goes on. You can pick one link and stick to it or manually change it as needed.

Or, even better, you can create a link in bio page with Hootsuite, which allows you to have as many links as you want.

Get verified

Verified TikTok accounts benefit from increased exposure and authenticity, plus they help you build trust with people who don’t know you.

You don’t have to be famous to get one, and many businesses have them. There are no clear criteria or minimum followers to get verified. You can request verification through your TikTok app’s Settings and Privacy menu.

Read about how to get verified on TikTok here, or watch this video recap:

Step 4: Create thumb-stopping content

As a business or marketer, your #1 focus for TikTok should be making content that will stop someone mid-scroll. While there’s no secret formula, a few tips will help you identify what works with your audience and what works in your digital marketing strategy.

Polish your video aesthetics

It may seem obvious, but the better your sound and video quality, the more enjoyable your content will be.

Source: Glossier

Lighting is especially important in beauty and cosmetic brand videos to show an accurate depiction of the products. Glossier’s feed shows many great examples of well-lit videos using natural light.

That doesn’t mean you need to invest in pricey equipment. As mentioned above, you should film in quiet, well-lit spaces. Here are 13 more tips about how to make short-form videos that stand out.

If clean audio is impossible, don’t stress. You can add a voiceover during your editing process, as well as an audio track. This is a good opportunity to use a trending sound.

Lean into popular formats

You don’t need to reinvent the wheel when creating content for TikTok. The best inspiration for videos comes from scrolling the FYP.

How-to videos like workout routines and cooking demos consistently perform well. TikTokers enjoy educational videos because they gain value from watching them. They don’t have to be extensive or in-depth — just one key learning will do the trick.

Source: Cooking with Bello

Tip: Create videos that showcase your expertise or show how to replicate the process behind creating your products or services.

Get a little personal

TikTokers like content that features real people. So put your people in front of the smartphone and let them wow your followers.

“Let us get to know your team,” says Bousquet.

“The businesses that let their audience in on the behind-the-scenes, the company culture, and getting to know their team personally are able to create genuine relationships with their audience, which will lead to more views and conversion on their TikTok content.”

Source: Omer Reshid

I love “A day in the life videos” like this one for this purpose. They don’t have to be too elaborate. You can even make them about one job or task you regularly do. They’re such a great way to humanize your business while letting people see your great work.

Collaborate with other creators

Are you tired of showing your own face in all your videos? Give your videos a refresh by partnering with TikTok influencers and creators.

You can commission UGC videos from creators to post on your own TikTok, just like skincare brand @airyday.

Source: Airyday Skinscreens

You can also stitch or duet existing videos to engage organically with other creators.

Charlie Puth is the king of stitches. He’s made a whole thing out of reacting to TikToker’s singing his tunes.

Add captions and animations

After spending time on your FYP, you’ll notice some common elements and patterns in how TikTokers edit their videos to capture your attention.

The first element is video captions that show up in your in-feed content. As TikTok is a sound-on platform, it’s important to add captions for accessibility and engagement. You can enable automatic captions for your videos, but many TikTokers still add their own to have complete control over styling, animation, and emphasis.

Speaking of animations, you’ll likely notice lots of fast cuts and animated elements, just like in this video from Ashton Herndon.

Source: Ashton Herndon

These elements help to grab and hold viewers’ attention, increasing watch time (an important signal for the algorithm).

Use hashtags

Although the algorithm does most of the heavy lifting regarding the reach and discoverability of your content, hashtags can help refine its targeting. Hashtags can also help your content get discovered via search.

Ready to start creating scroll-stopping content? Dive deeper into our guide to getting more TikTok views here and explore ideas for creative, engaging TikTok videos here.

Step 5: Harness the power of SEO

As mentioned above, hashtags are essential in getting visibility for your content. However, keywords and captions play even more significant roles due to TikTok’s improved search feature. In fact, 40% of Gen Z primarily use Instagram and TikTok for search.

“Use keywords in your headline,” Bousquet says. “Figure out what words people are searching to find your business and include the strongest one or two in your headline along with your business name to increase discoverability.”

Brands and marketers can take advantage of TikTok’s growing search capabilities by applying tried-and-tested SEO practices. Do keyword research, think strategically about how your target audience would use search, and experiment with longer captions packed with real value and, of course, keywords.

Learn more about TikTok SEO strategy, and check out this free tool to generate SEO-optimized TikTok captions.

Step 6: Post at the right time

To get your content in front of your target audience, it doesn’t just have to be good. It also has to be posted at the right time.

Based on our own experiments and analyzing 30K+ posts, we found the best time to post on TikTok is Thursday at 7 pm PST. Your mileage may vary, so make sure to test this and check your analytics.

We recommend using a scheduling tool to avoid being tied to your phone to post at that exact time. Technically, you can schedule posts in the TikTok app, but only up to 10 days in advance and on a desktop computer.

Luckily, Hootsuite offers workarounds to both of those issues. With Hootsuite, you can schedule your TikToks months in advance via desktop or phone. Plus, after a few posts, Hootsuite will automatically calculate the best times for you to post based on your audience and goals.

On TikTok, posting at the perfect time is even more important than publishing the perfect content, says Aubrey Burrough.“Timeliness is everything, and no idea is perfect; post it anyway,” she adds.

Watch this walkthrough of how to schedule a TikTok post with Hootsuite:

Step 7: Engage and grow your audience

Creating high-quality content (see step 4) is the best way to grow your audience. There are no other tricks or shortcuts.

Good content aside, here are a few more tips to help you grow your audience on TikTok:

• Pick a niche and stick with it
• Post consistently
• Engage with other posts and creators within your niche
• Respond to all comments and questions on your posts
• Use social listening to stay on top of trending topics in your industry
• Add CTAs to your videos and captions (such as “follow me to learn more skincare tips from a certified dermatologist”)
• Run ads to supplement your organic content (see step 9 below)
• Use new features when they launch (the algorithm tends to favor them), such as Stories and photo carousels

On top of these tips, Bousquet says that it’s important to keep pushing the boundaries on TikTok.

“Experiment! The minute you get too comfortable, you will likely end up stagnant,” she shares. “Social media is ever-changing, so it’s important that we’re always trying new things to see what works and what doesn’t as time goes on.”

Want more in-depth tips? Check out our complete guide on how to get followers on TikTok.

Step 8: Use analytics to learn and iterate

After you’ve got a few successful posts under your belt, it’s time to master your TikTok analytics.

Your analytics can answer many questions: are you reaching your target market? Did that viral post actually gain you new followers? Which videos are resonating with your audience?

Whether you use TikTok’s built-in analytics or a 3rd party tool (like Hootsuite!), learning from your data is essential.

Monitor metrics like average watch time, saves, and engagement rate. These metrics signal which videos are providing the most value for your audience.

Burrough adds that studying your poor-performing content is as important as reviewing the stuff that takes off. “Some of your content is going to flop, and that’s okay,” she says. “Learn from it, and don’t be afraid to keep experimenting.”

Tip: Once you identify your top-performing videos, re-post them or create different variations.

Step 9: Run TikTok Ads

If you’re ready to step into paid ads territory, TikTok is a strong option for brands and marketers to reach their customers.

Despite being a newer platform, TikTok’s advertising features are just as mature as Meta’s. And with the powerful targeting of the algorithm, TikTok ads are good at driving actions.

According to TikTok, 65% of users have followed or purchased from a brand they discovered on the platform.

On TikTok, you have several ways to run ads:

• Promote your posts. Similar to boosting a post on Instagram
• TikTok Creator Marketplace. Find creators and promote their content on behalf of your brand
• TikTok Ads Manager. Create more traditional ads, such as display ads and branded hashtag challenges

If TikTok advertising sounds like a fit for your strategy, check out our guide to making great TikTok ads.

Source: BetterHelp

I love this ad from BetterHelp. It matches the self-care aesthetic that’s common on TikTok, has captions, and includes an unmistakable CTA.

4 inspiring TikTok business accounts

We’ve covered a lot of strategic ground. Let’s get to the fun part — seeing what some of the creative brands are doing to thrill their audiences.

1. Unwell

Bousquet has us going big right out of the gate by suggesting Unwell as a TikTok business account we can all learn from.

In case you don’t know, Unwell is a community of creators who produce some of the most popular podcasts on the planet. They also have one of the most frantic and fantastic TikTok feeds.

Source: Unwell

For Bousquet, the real magic is the connection Unwell’s founder, Alex Cooper, generates with her followers. “Alex’s “day in the live” content is such a great way for us to get more of a peek inside her life and feel closer to her,” she says. “It almost feels like a reality show.”

2. Duolingo

It feels like a big miss to talk about successful brand TikTok accounts without mentioning Duolingo. That social team is absolutely crushing it by leaning hard into the misadventures of the brand’s big green owl (you know, the other owl on TikTok 😉) mascot.

There’s a recent story arc in the brand’s videos that shows the demise of Duo. They went all in with online reaction videos, a whole tale of how Duo went, and an eventual (spoiler) resurrection.

Source: Duolingo

Most of us don’t have the marketing muscle to pull off this level of banditry. But there is a great lesson here about picking a brand voice and sticking to it.

If you’re funny, be funny. If your brand is more about bringing stability and confidence, keep that vibe in your content.

3. POPFLEX

If being relatable is a superpower, POPFLEX founder Cassey Ho deserves a three-movie Marvel deal. Her vulnerability about finding clothes that fit her specific shape helps other people with the same concerns and is also a great lead-in to show how she designs what she sells.

Source: POPFLEX

I love Ho’s sketch videos. She starts by explaining a problem she found with a piece of clothing. Then she time lapses her process of fixing it before revealing the new active top that came from her work.

That bit of behind-the-scenes storytelling applies so much more value to each piece in POPFLEX’s catalog.

4. NYC Ferry

Official New York City-run TikTok accounts have become a surprising source of creative inspiration. Burrough says the NYC Ferry deserves a place on the best-of list in this category.

“Everybody talks about the Empire State Building,” Burrough says, “and they absolutely do kill it. But another NYC account that I find very underrated is the NYC Ferry.”

Source: NYC Ferry

“I’m a huge fan of taking an iconic, official city account and bringing personality and culture into it,” she adds.

When a commuter boat gets over 43,000 followers, they’re doing something right.

4 expert-backed tips for growing your TikTok for business in 2025

Want to grow your TikTok business account like a pro? Ask the pros how they did it.

1. Turn your audience into your best friends

TikTok isn’t a one-way street. It’s called “social” media for a reason. Don’t be afraid to mix it up with your followers.

“Respond to comments,” Bousquet says. “Invite opinions. Encourage them to send you DMs. Make video replies to their comments. Show your audience that you genuinely are there to serve them and join together as a community.”

Source: San Diego Zoo

The San Deigo Zoo spends a lot of time in the comments. They jump into conversations and share in the joy of their content.

2. Always prioritize education

The one constant on social media platforms is change. That’s why Bousquet says the one thing you can never stop doing is learning.

“There is always something to learn,” she says. “Many social media experts think that they get to a point where they know everything they need to know, but because social media is evolving every single day, it’s important to always be experimenting and learning.”

Try scheduling time for learning. Keep a running list of things you’d like to dig into. And try new tools and features to see how they can help you grow your TikTok account.

3. Explore and commit to fandoms

Burrough says that if you want to really connect with your followers, dive deep into the things they love.

“Genuinely invest in fandoms that make sense for your brand either through official partnerships or consumer associations,” she explains.

“Create proactive IYKYK content about that fandom during big moments and use off-page community management to show up authentically in the comments for content about it.”

Source: Spikeball

4. Jump on trends fast

Posting good content is important. But Burrough says that if using TikTok trends is a part of your strategy, publishing late is worse than sharing something that might not feel perfect.

“On TikTok, the trend cycle moves incredibly quickly, and activating on a trending format before 50 other brands do it is way more important than getting it 100% right,” says Burrough

It’s also a great idea to jump on trends as they’re taking off, instead of waiting until they’ve reached peak popularity. You can find them using the Trending Now data from the TikTok Creative Center.

TikTok for business FAQs

Need a little more background before jumping into a TikTok for Business account? This quick Q&A will help.

Can you use TikTok for your business?

Absolutely! TikTok may be newer than Instagram or Facebook, but its business services for brands are easily comparable to those platforms. The platform offers several ways to reach audiences, ride the wave of new trends, and track the success of both paid ads and organic efforts.

Is TikTok for Business free?

Yes, creating a TikTok for Business account is free. You can start from scratch or simply switch your personal account to a business version. Some activities, like paid ads, do cost money. But creating and managing a business account on TikTok is free.

Is it worth using TikTok for business?

Yes, a TikTok for Business account is very much worth the small amount of effort to create for many brands. According to TikTok’s research, 70% of its users use the app to discover new brands and products on the app. Since TikTik has over 1.5 billion active users, that’s a huge audience of people looking for their next purchase.

What is the difference between TikTok and TikTok for business?

A TikTok Creator account gives you a lot of freedom and tools for creative content creation that attracts an audience. A TikTok for Business account provides more tools to help you reach targeted groups of consumers and analyze the results of your actions.

If your goal is to build a large audience quickly and monetize it through brand partnerships and the Creator Rewards Program, a Creator account is right for you. But if you want to sell directly, place ads, and use the app to market your own brand, a TikTok for Business account is the way to go.

Does TikTok work for small businesses?

You bet it does. In fact, TikTok generated $15 billion for small businesses in 2023 alone. And it doesn’t look like the number will decrease any time soon. Tools like geolocation features help small, local businesses attract new customers. Plus, TikTokers love the type of authentic content a small business can provide.

Grow your TikTok presence alongside your other social channels using Hootsuite. Schedule and publish posts for the best times, engage your audience, and measure performance — all from one easy-to-use dashboard. Try it free today.