You need to put your business on a global platform if you want to remain competitive. But what is a global platform designed to keep your brand in the minds of old, new, and prospective clients? A sure bet is always social media, speaking of which, the current wave is now the TikTok for business platform.
Are you wondering if your brand should be on TikTok? The short answer is yes, especially if you’re focusing on online video marketing and targeting younger audiences.
TikTok has quickly become a marketing powerhouse that’s changing how brands connect with people. The platform rewards authentic videos that grab attention in ways traditional marketing can’t match. Compared to traditional marketing, influencer marketing (like TikTok’s premise) is more effective with a higher ROI, according to over 60% of marketers.
Below, let’s talk about using TikTok for business marketing and growth, plus the statistics you need to know in order to leverage the app for your business growth. Also, stay tuned for a few tips on how you can use Zight’s screen recorder, screenshot app, and webcam recorder to create TikTok content!
What is the Tiktok App?
TikTok is a popular social media platform centered around short-form video content. You can create and share videos ranging from 15 seconds up to 10 minutes, which forces you to focus on brief, engaging clips that capture attention quickly.
The app was launched in 2016 as Douyin in China before going international as TikTok in 2017. The platform now has over 1.5 billion monthly active users globally, making it the fastest-growing social media platform in history. In the US alone, TikTok has about 135.79 million users, the largest audience by country since the platform was launched.
If you have a TikTok account, you can start recording and posting videos and then wait for viewership and engagement from your audience. This happens through:
-
Basic engagement – likes (hearts), comments, replies to comment threads, tags, and mentions from other users
-
Content saving – bookmarking videos to watch later, saving to device (if author-enabled), adding to collections or favorites
-
Sharing options – reposting to their profile, sharing across other platforms (WhatsApp, Instagram, Facebook), sending via direct messages, adding to their TikTok Stories
-
Additional interactions – “Not Interested” feedback, support through TikTok’s virtual currency, paying to boost your videos, creating reaction videos or duets
These are the most basic TikTok features for any account, but if you want to use this platform for business, you might want to create a business account and then optimize it as follows:
How to Start Using the TikTok for Business Platform
As a business owner, TikTok is a minefield you want to exploit for marketing, so it is now time to get on TikTok. Here’s everything you need to know about:
Step 1. Creating Your Business Presence on TikTok
If you want to grow your brand, you need to create a TikTok business account to access powerful features that personal accounts don’t have.
You’ll be able to add a website link in your bio, access detailed analytics about your audience and content performance, use the Business Suite tools for marketing and advertising campaigns, sell products directly through TikTok Shop, and access the Commercial Music Library with copyright-cleared music for your videos.
This is not hard; you just need to download and open the TikTok app. Then, either create a new account or convert your existing personal account.
If you’re converting an existing account, navigate to your Profile, tap the Menu icon (three horizontal lines) in the top right corner, then go to Settings and Privacy → Account → Switch to Business Account.
You’ll then need to select the business category that best represents your industry. TikTok offers numerous options, including Art, Finance, Electronics, and so much more.
Choosing the right category will help the algorithm connect your content with interested users and provide industry-specific insights into your analytics.
You’ll also need to add a business email address that serves as both a contact point and a verification method. Consider using a dedicated email for your TikTok marketing to organize customer inquiries and platform notifications better. This email will be visible on your profile, so ensure it’s professional and regularly monitored.
After establishing your business account, take time to explore the Business Suite. This dashboard contains all the specialized tools you’ll need for marketing campaigns, audience insights, and content strategy development. Familiarize yourself with the Analytics section in particular, as these data points will guide your content decisions moving forward.
Step 2: Optimize Your TikTok for Business Profile
Creating an effective TikTok profile is crucial for making a strong first impression on potential followers and customers. Here’s how you can optimize your business profile right away:
Start with the profile picture, which should feature your logo or a recognizable brand symbol with high contrast that remains clear at small sizes. See this example from Ferrari:
Choose images with simple designs and bold colors that maintain visibility even when scaled down to thumbnail dimensions. Consistency with your branding across other platforms helps reinforce recognition.
Then, craft a concise bio that communicates your brand’s unique value proposition within the 80-character limit.
You can include a clear call-to-action to guide visitors toward following, visiting your website, or exploring your products. Use relevant keywords that might help your profile appear in TikTok searches related to your industry.
Unlike Instagram’s temporary “link in bio” approach, TikTok allows just one permanent link on your profile. As such, consider where you most want to direct traffic – your official website, an e-commerce site, a specific landing page designed for TikTok traffic, or a link aggregator that provides multiple options.
You can regularly update this link to support seasonal campaigns or special offers.
Finally, apply for the blue verification checkmark once you’ve established consistent posting and engagement.
This badge can significantly enhance credibility and help distinguish your official account from potential imitators. While verification standards vary, businesses with complete profiles and authentic engagement stand the best chance of approval.
Step 3: Set Up a TikTok Shop (depending on your region)
A TikTok Shop allows followers and the larger TikTok community to purchase your products without leaving the app. If you can offer this seamless shopping experience, you’d increase conversion rates, especially with 36% of social media purchases now happening on TikTok.
To set up your TikTok Shop:
-
Confirm eligibility for your region in the Tiktok Seller Center
-
Apply through Business Suite with the required business documentation
-
Create your product catalog with high-quality images and detailed descriptions
-
Tag products in your videos to make them shoppable
-
Launch live shopping events to showcase products in real-time
Step 4: Understanding the TikTok Interface
The TikTok interface is divided into several key sections, each offering different opportunities for your business content to be discovered. For instance:
-
The For You Page (FYP) is an algorithm-driven feed that shows content based on user interests and behavior rather than who they follow. This creates an unprecedented opportunity for businesses, as your content can reach thousands or even millions of potential customers without requiring a large follower base first. The FYP democratizes content distribution, meaning small businesses can compete alongside major brands based purely on content quality and engagement.
-
The Following feed only displays content from accounts a user has explicitly followed. While this audience is more reliable and likely to be interested in your brand, it’s typically much smaller than what you can potentially reach through the FYP. This section becomes more valuable as you build a dedicated audience over time.
-
The STEM section is dedicated to educational content across science, technology, engineering, and mathematics. If your business offers products, services, or insights related to these fields, creating educational content optimized for this section can help you reach users actively looking to learn and expand their knowledge.
-
The Explore page showcases trending content, popular hashtags, and topics relevant to the user’s location and interests. Getting your content featured here can significantly boost visibility and help you ride the wave of current trends that align with your brand. This section is handy for timely, trend-based marketing campaigns.
Step 5: Content Creation Options on TikTok
In the TikTok content creation screen, you can see several key elements that make the platform’s content creation process intuitive and versatile:
At the top, you see the “Add sound” button, which is central to TikTok content. This allows you to add music, voice clips, or trending sounds to your video – a critical component since audio drives much of TikTok’s viral content.
On the right side of the screen are several creative tools:
-
You can flip the camera to record yourself (selfie) or the other way to record something with the back camera
-
You can turn on the flash when recording
-
You can turn on the mic if you want to record your mic audio
-
You can set a recording limit for your video
-
You can use the special effects menu for adding visual enhancements, and more tools
At the bottom, you can see the recording duration options: 10 minutes, 60 seconds, and 15 seconds. You’ll also notice the “PHOTO” and “TEXT” options, which allow you to create photo slideshows or text-based content instead of traditional videos. The photo slideshow feature is particularly useful for businesses that use Zight to create screenshots or visual presentations that can be turned into engaging TikTok content with background audio.
The red circle at the bottom center is the record button, while at the very bottom, you can see options for “AI SELF,” “POST,” and “TEMPLATES” – tools that further enhance your content creation capabilities.
Types of Content to Create on TikTok for Business Growth
Once you have a Tiktok business account, you can create content that will grow your brand, but you need to know which types of videos to start with:
-
In-app recording – TikTok’s primary content creation method. Unlike other social platforms where users typically upload existing content, TikTok encourages creating videos directly within the app. The built-in camera offers numerous features that make it easy to create engaging videos in one take.
-
Uploaded videos provide more flexibility when you need higher production quality or more complex editing than TikTok’s in-app tools allow. You can create and edit videos using professional software like Zight, then import them to TikTok. This option is particularly valuable for businesses that want to maintain consistent brand aesthetics or need more advanced visual elements.
-
Live streaming: Going live lets you engage with your audience in real time, creating authentic connections with potential customers. Businesses can use this feature for product launches, Q&A sessions, behind-the-scenes tours, or live tutorials. Some creators also use TikTok Lives to direct viewers to platforms where monetization options are mightier.
-
Photo slideshows with background audio offer an excellent alternative when video production isn’t feasible. This format lets you create dynamic presentations using static images, perfect for turning Zight screenshots into engaging product demonstrations or step-by-step guides. The slideshow feature is particularly valuable for businesses that need to explain complex concepts or showcase product details.
-
Duets and Stitches allow businesses to collaborate with existing content. Duets create split-screen videos alongside another creator’s content, which is perfect for reaction videos or showing your product being used alongside a complementary service. Stitches let you incorporate clips from other videos into your own, ideal for responding to customer questions or participating in ongoing conversations.
As a business owner looking to make an impact on TikTok, focus on these high-performing content formats that align with the platform’s algorithm and user expectations:
-
Challenges – Create or participate in trending challenges relevant to your industry to gain visibility through popular hashtags
-
Educational content – Share quick tips, how-tos, or industry insights that provide genuine value to viewers
-
Behind-the-scenes – Show the human side of your business with authentic glimpses into your operations or team culture
-
Product demonstrations – Showcase your trending products on Tiktok – in action with creative angles and real-world applications
-
Customer testimonials – Feature real customers using your products or services for social proof
Step 7: Maximize Your TikTok Content Reach
Optimizing your content can significantly boost your TikTok visibility, especially considering that 54% of users engage with brands daily, and the platform has the highest engagement rate of any social platform at 2.5%.
Here are a few tips:
-
Implement Strategic Hashtags – Use a mix of trending, niche, and branded hashtags to categorize your content, refine the algorithm’s targeting, and improve discoverability.
-
Leverage TikTok Ads – TikTok’s global ad revenue reached $23.6 billion in 2024, proving its effectiveness. Depending on your business goals, create in-feed ads, branded hashtag challenges, or partner with influencers through the Creator Marketplace.
-
Optimize for TikTok Search – You can include keywords in your video text overlays, spoken audio (especially in the first few seconds), post captions, hashtags, and original sound names
-
Boost Engagement Metrics – Since 37% of consumers use TikTok to keep up with trends, create content that encourages:
-
Comments (respond to all comments to increase thread activity)
-
Shares (ask viewers to share with friends who might benefit)
-
Saves or bookmarks (provide value worth revisiting)
-
Complete views (hook viewers in the first 3 seconds)
-
When you implement these SEO strategies consistently, you’ll improve your chances of appearing on both the For You Page and in TikTok search results.
How to Create a TikTok Strategy For Your Business Account
A solid TikTok strategy will help your business stand out in a crowded feed. Here’s how to build one that drives real results.
1. Understand the Algorithm
TikTok’s algorithm prioritizes interest over follower count. It ranks videos based on completion rate, engagement (likes, shares, comments), and metadata from captions and hashtags.
To optimize for the algorithm, create content that holds attention from start to finish and encourages interaction. Also, use strategic keywords in your captions and incorporate trending sounds to increase distribution to your target audience.
2. Learn TikTok Vocabulary
TikTok has its own language that evolves quickly. Terms like “FYP” (For You Page), “POV” (Point of View videos), and “GRWM” (Get Ready With Me) are common across the platform.
Use such industry-related terms authentically when they align with your brand voice, but don’t force slang that feels unnatural. The best approach is to observe how your specific audience communicates and adapt accordingly.
3. Identify Your Target Audience
TikTok still has a youth reputation, with 35% between the ages of 18-24 and another 32% between the ages of 25-34. Another interesting fact is that 61% of TikTok accounts use the app to discover new brands. This makes it valuable for businesses targeting a young audience for your business.
Use TikTok’s analytics tools to understand who engages with your content, analyze competitor followers to identify potential audiences, and test different content types to see what performs best with your target market.
4. Use the Business Tools and Analytics
TikTok offers powerful business tools designed specifically for marketing success. The Business Creative Center will provide trending content inspiration and ad templates, while the Analytics Dashboard will help you track your performance metrics and audience demographics.
5. Collaborate
TikTok’s collaboration tools can help you expand your reach through authentic partnerships. For instance, the Creator Marketplace will connect you with influencers filtered by demographics and engagement metrics.
Branded Hashtag Challenges can also encourage mass participation, potentially generating millions of user-created videos featuring your brand.
You can also use Branded Effects like custom AR filters to create interactive ways for users to engage with your business while generating user-generated content.
Clever Tip: Use Zight to Create TikTok Content for Your Business
You now understand what TikTok is, how it works, and how you can leverage the TikTok for Business platform. The only thing you need to start doing now is creating superb content that resonates with your target audience.
While TikTok’s native tools are adequate for casual creative storytellers, businesses serious about growth need more robust solutions. This is where you can use the Zight all-in-one visual communication tool for TikTok marketing.
With Zight, you can elevate your TikTok content in ways that drive real business results:
-
Professional webcam recordings that outshine TikTok’s built-in selfie camera by allowing you to pause, edit, and add professional video annotations before publishing
-
High-quality screen recordings perfect for software demos, product tutorials, or showcasing processes – ideal for marketers, educators, and professionals looking to provide value-rich content
-
Enhanced photo slideshows with annotated screenshots that tell clearer stories with arrows, text highlights, and visual cues that guide viewers’ attention
-
Superior engagement tools for responding to comments – instead of typing lengthy explanations, create quick visual responses that demonstrate solutions in seconds
-
Streamlined editing workflow that eliminates the learning curve of complex editors like CapCut – Zight lets you trim, merge videos, and fine-tune content with intuitive controls
-
Content repurposing capabilities that extend beyond TikTok – Zight’s Smart Actions help you transform your TikTok content into documentation, guides, and meeting notes for your website, blog, or knowledge base
By integrating Zight into your TikTok strategy, you’ll build a comprehensive visual communication system that connects your TikTok presence to your broader brand ecosystem, maximizing the value of every piece of content you create.
So, don’t wait any longer. Create your free Zight account now and start implementing the best tikTok for Business strategy!
