Tiktok marketing for small businesses (actionable tips and tricks)

TikTok has become a game-changer for small businesses. It offers a way to reach huge audiences without needing a big advertising budget. But it can also be a bit overwhelming if you’re just starting out. Let’s break it down step-by-step tiktok organic strategies, so you can make TikTok work for your small business, even if you're new to the platform.

Step 1: Research and Discover What’s Trending

Before jumping into content creation, take a minute to understand what your audience wants to see. TikTok has a ton of built-in tools that can help you figure that out.

• Search for Inspiration: Use TikTok’s search bar as your personal idea machine. Plug in keywords related to your business and see what’s trending. For example, if you own a bakery, search for “baking tips” or “easy dessert recipes” to discover popular content. Tools like TikTok’s Creative Center can give you deeper insights into trending hashtags, songs, and influencers in your niche.

• Check Out Competitors: Take a look at other businesses in your space and analyze their most successful posts. Are they doing tutorials? Funny skits? Customer testimonials? You don’t need to copy them, but you can learn what styles and themes are engaging audiences in your niche. Let’s say you run a small clothing boutique—check out what similar stores are doing with outfit styling videos or customer haul videos. Are they using upbeat music? Short captions? Mimic the framework, but add your brand's personality to make it unique.

Try this: TikTok has a feature called “Others Searched For”, you can try by clicking on "search" next to the search bar, that shows you related keywords that people are searching for. It gives you free insights into what’s hot in your space, and you can use those keywords in your own content to get noticed. Also, tools like Keywords Everywhere or Answer the Public can help you find more keywords relevant to your business niche.

Step 2: Create Content That Speaks to Your Audience

Once you’ve done some digging, it’s time to roll up your sleeves and start making content. But don’t stress about perfection—authenticity goes a long way on TikTok.

• Weave in Keywords: You don’t have to be a marketing pro to use keywords effectively. Just make sure to work them into your captions, video descriptions, and even the first few seconds of your video. This helps TikTok know what your video is about and show it to the right people. For example, in a caption for a small coffee shop, using keywords like "local coffee tips," "best brews," and "morning caffeine boost" can help TikTok recommend your video to coffee lovers.

• Streamline Your Content Creation: If you already create blog posts, articles, or social media posts for your business, you can easily turn those into faceless TikTok videos using tools like Flarecut. It allows you to transform written content into short, engaging TikTok videos, complete with captions and visuals. This is a great way to repurpose content without needing to start from scratch every time. You can also use Flarecut to create engaging tiktok videos based on the best keyword trends, which will help you show up organically when someone searches for them.

• Mix It Up with Different Formats: TikTok is all about creativity. Try different types of videos to see what clicks with your audience:

  • Looping Videos: A clever trick is creating videos that loop seamlessly. People might watch it twice without realizing it, which boosts your video’s performance. For example, if you’re making a product demo, start and end with a similar visual. Editing apps like CapCut can help you nail those seamless transitions.
  • Behind-the-Scenes: Give a sneak peek into your daily operations. If you run a clothing store, show how a new design goes from concept to the finished product. People love seeing how things work behind the scenes. This can easily be shot on your phone without fancy equipment.

• Don’t Worry About Perfection: TikTok isn’t about being polished. In fact, highly produced videos can feel out of place. Let your personality shine through—whether you’re making a quick tutorial or sharing a funny moment at work, the goal is to keep things real. For instance, if you run a bakery, film quick moments in the kitchen like decorating a cake or pulling a fresh batch of cookies from the oven. Tools like Canva let you add simple, fun effects to enhance your videos without any design skills.

Try this: If you get frequently asked questions from customers turn them into a series—like “Ask the Chef,” where every week, you respond to a customer question.

Step 3: Analyze, Refine, and Keep Going

Don’t just post a few videos and hope for the best. To really get the most out of TikTok, you need to track what’s working and fine-tune your strategy.

• Test and Learn: Post consistently for at least a month—3 to 5 times a week—and keep an eye on what works. Maybe it’s your tutorial on using your product that gets the most love, or perhaps people are obsessed with your behind-the-scenes footage. Double down on what’s resonating with your audience.

• Focus on What’s Getting Shared: Shares are gold on TikTok. If people are passing your content around, that’s a sign it’s connecting. Think about how you can make your next post even more shareable—maybe by adding a cool tip or hack that people feel compelled to show their friends. A simple call to action like, “Tag a friend who needs to see this,” can work wonders.

Try this: Once you find a style that works, replicate it but with slight variations. For instance, if a video on product tips worked well, try a new angle like “5 common mistakes people make with [your product]” to keep things fresh while sticking with a proven format. Use TikTok Analytics to dive into data, such as how many people rewatched your video or where your audience is located.

For example TikTok creator @thestevenmellor found out that creating handwritten is a winning format to share marketing tips.

Actionable Tips to Grow Your Audience on TikTok

Getting more followers on TikTok it’s all about giving people reasons to stick around and engage with your brand.

• Use the “Comment This” Trick: Give people a reason to comment on your videos. You can say something like, “Comment [Revelant keyword—eg. bakery tips] if you’re ready to save time on your next order” to boost interaction. It not only helps with engagement but also helps you get relevant keywords in your comment section.

• Follow Up in DMs: If people comment on your video, don’t just thank them—send a direct message with something valuable, like a discount code or free resource. This personal touch can help convert casual viewers into loyal customers. Manychat.com can help you automate this follow-up process, by sending DMs to everyone who commented specific words.

Important Considerations for Small Businesses

TikTok is evolving, and you need to keep up with new features and best practices to stay ahead.

• Experiment with Horizontal Videos: While TikTok is known for vertical content, horizontal videos are now supported. This opens the door for repurposing YouTube videos or creating more cinematic content. Just make sure the important info, like text or product details, is within the frame so it’s viewable in both formats. Use the free space on top to add a captivating title hook and the space on the bottom to add captions.

• TikTok Shop: If you sell products, definitely check out TikTok Shop. This feature allows users to purchase directly from the app, making it easy to convert views into sales. Partnering with influencers to promote your products is another great way to leverage TikTok Shop. Imagine having a popular TikTok creator showcase your product in action—this can skyrocket your exposure.

Try this: Rather than using “Link in bio” (which can suppress your reach), ask viewers to comment if they want more details, and then follow up directly with links in DMs. This not only increases engagement but makes your content feel less “salesy.”

Final Thoughts

Growing your small business on TikTok is all about being creative, consistent, and open to trying new things. Don’t feel pressured to be perfect—TikTok’s audience loves authenticity. Keep experimenting, track your results, and adjust your approach as you go.

Remember, it’s a process. You might not see results overnight, but with time and persistence, TikTok can be a powerful tool to connect with customers and grow your business. Stay authentic, have fun, and let your creativity take the lead.