Social media mastery: using TikTok as a tool for business growth

TikTok has set itself apart from other social media platforms, pushing the boundaries of entertainment and carving a path in the marketing industry.  

TikTok is widely regarded as the top short-form video hosting service and the go-to social media platform for the younger generation, owing to the fact that a large part of its user base consists of Gen Z and Millennials. Following in the footsteps of other popular platforms like Vine and Snapchat which popularized short-form content, TikTok managed to transform and take the trend to new heights by combining catchy tunes with creative features, and technical innovations.   

But with over three billion downloads globally and more than one billion monthly active users, TikTok is much more than a recreational destination for younger audiences to create and consume the type of content they’re interested in. As one of the fastest-growing social media apps ever, TikTok has emerged as a trailblazer in this ever-evolving landscape, becoming a reputable competitor to giants like YouTube, Facebook, Instagram and Twitter. 

This remarkable evolution has also turned TikTok into a powerful marketing tool that businesses big and small can leverage to boost their visibility, expand their reach and further their growth. 

TikTok benefits for businesses 

With so many social media platforms that businesses can take advantage of nowadays, entrepreneurs might wonder why they should add TikTok to their marketing strategy. At first glance, TikTok might seem like just another social network, but in reality, the app boasts a series of unique characteristics and strong suits that set it apart from other platforms and can benefit businesses greatly. 

Access to a large and diverse customer base 

Launched in 2016, TikTok has experienced massive growth over the years, hitting the 1 billion active users milestone in 2021. But that’s not all: the app continues to attract newcomers and expand its user base, with figures expected to increase by 15% year-over-year. This opens a channel for businesses to reach new audiences and engage with diverse demographics, which can help them increase brand awareness and drive sales. 

Above-average engagement rates 

The engagement rates for most social media platforms range between 1% to 2% but TikTok has a much higher threshold, with engagement rates going from 4% to 18%. TikTok’s highly immersive experiences manage to capture users’ attention, prompting them to spend more time on the app and consume more content. 

According to statistics, TikTok users spend on average 53 minutes per day on the app, and they are more likely to interact with the content they’re interested in. For businesses, this means it’s easier to put their ads in front of the right audience and catch the attention of prospective customers. Brands also have the possibility to target their ads based on the characteristics, interests, and preferences of their consumers. And for those who are just starting out their marketing journey on TikTok and want to give engagement rates a boost, services like TikCeleb can lend a helping hand.  

A range of ad features and formats 

TikTok provides a variety of ad features and formats that give businesses the flexibility and freedom to create unique ads that cater to different marketing objectives and can help them reach the hearts and minds of their target audiences. Brands can run in-feed ads, top-view ads, brand takeover, branded hashtag challenges, branded effects, and carousel ads among others, based on their specific requirements. 

A venue for influencer marketing 

Following TikTok’s astounding rise to fame, a large number of influencers flocked to the platform, turning it into a hub for influencer marketing. Working alongside influencers has proved to be an extremely effective marketing strategy for elevating brand awareness and increasing sales. 

Getting started with TikTok marketing 

The benefits of using TikTok as a marketing medium are more than obvious, but what exactly are the steps that businesses should follow? 

The first thing that brands have to do is set up a TikTok business account. Business accounts come with a different range of options and features than personal accounts, including access to analytics and insights, Link in Bio, advertising opportunities, access to commercial music library and e-commerce storefront and so on that can serve a variety of business and marketing purposes.  

Then brands can select the type of campaign they want to run: awareness, consideration, or conversion. The platform’s features can assist in creating and managing targeted ads and campaigns that suit different business goals. 

Then comes the fun part: creating engaging content for the audiences. Customers respond best when brands put in the effort to produce original and authentic content that is both informative and entertaining. This can pose a challenge for many marketers, but TikTok’s advanced features can make the process a lot smoother. With ad manager’s creative tools, anyone can create eye-catching ads within minutes and design effective campaigns.   

Partnering up with TikTok influencers is another possibility that businesses shouldn’t hesitate to take advantage of. There are various ways to collaborate with influencers, from sponsored content to hashtags and paid ads. 

Last but not least, businesses should take the time to assess the efficiency of their TikTok marketing campaigns by tracking the performance of various marketing elements with the help of TikTok’s ad manager. Then they can use the insights and feedback they collect to bring improvements and optimize their marketing campaigns. 


TikTok might have started off as an app for entertainment but it has evolved into a veritable marketing powerhouse, providing unique opportunities for businesses of all sizes and in all industries to engage and understand their audiences better. With its clever algorithm, continuously expanding user base, creative tools and features, massive rate of engagement, and strong focus on innovation, TikTok can help businesses step up their marketing game and reach their growth objectives.