How to use TikTok to promote your small business: A step-by-step guide

Image by antonbe from Pixabay

By Wendy Dessler

Over the past year, TikTok has gone from a relatively new social media concept to an overnight success. For businesses, this opportunity to get into the hearts and minds of Gen Z is largely untapped. Yet, it opens up endless possibilities to connect with an audience through fun challenges, behind-the-scenes business activities, and informative tutorials.

If your business is looking to explore this opportunity, there are many great websites like TokUpgrade (see the TokUpgrade review here) that can help you to expand your TikTok potential. Firstly, though, here’s how to get started.

Sign up and create your profile

The first step is the easiest: downloading the app. Once the app is downloaded, you’ll need to sign up and create a profile. Choose a user name and email that makes sense for your business, especially if multiple people will be accessing the account.

Once you’ve signed in, navigate to the profile page using the avatar icon in the bottom right corner. Click “Edit Profile” and get to work. Add a profile picture and bio that’s in alignment with your brand. Your profile should also be consistent with your other social media profiles. Link your Instagram and Youtube account to your profile.

Share your TikCode

Once you’ve set up your profile, find your TikCode. You can screengrab this using the four-square icon in the top right-hand corner of your profile page. You can post this on your other social media platforms to start building an audience. However, you might decide to wait until you post your first video (which we’ll cover below).

Scroll through the video feed

Now it’s time to head to the video feed. The video feed is located on the first tab that shows up when you log in. You can navigate back here by tapping back to the home icon. As the app hasn’t collected any preferences to tailor the algorithm to your needs, you’ll want to start scrolling through and interacting with relevant content. Over time, your video feed will become more tailored to your preferences. Choose posts and content that fit your niche and preferred audience. You have the option to like, comment, or share.

You can also search for videos using the magnifying glass icon on the bottom left of the screen. You can use this feature to search by hashtag, trending topic, or user name. This feature is a great way to get insights on what the competition is doing and gain inspiration from high-profile accounts.

Post your first TikTok video

Once you’ve looked at the content, interacted with some users, and created a strategy, it’s time to start posting. Tap the plus icon, located in the middle of the bottom bar on your home screen. Ensure that permissions are granted so your app can access your camera and microphone.

Take some time to get familiar with the robust features on the recording page. There’s everything from filters to music and sound effects. Think about how your TikTok video should look like. You can record your video in one shot, or take numerous videos and piece it together. Be mindful of the 60-second time limit on your videos.

Get trendy

Once you’ve gotten comfortable with the recording and editing feature, it’s time to get trendy. Search out the trending challenge videos and see if they’re appropriate for your business. This is a great way to get noticed and build a following while showing the human side of your brand.

With time, practice, and a little ingenuity, TikTok could become your most engaging social media platform for your business.


Wendy Dessler is a super-connector who helps businesses find their audience online through outreach, partnerships, and networking. She frequently writes about the latest advancements in small business and digital marketing and focuses her efforts on developing customized blogger outreach plans depending on the industry and competition.

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