TikTok is no longer just an app where teenagers post dance videos. Restaurants, beauty salons, boutiques and service businesses are winning real customers there. So is TikTok the right channel for your business, and where should you start?
How is it different from Instagram?
The biggest difference is how you get discovered. On Instagram, reach depends largely on your follower count, while TikTok shows every video to people who might be interested, regardless of who follows you. That’s why even a video from an account with zero followers can reach thousands of people. On TikTok, what matters isn’t who you are but how much the video is watched.
The content style is different too: on TikTok, genuine, natural and fun content works better than polished videos that look like ads.
Who is it right for?
There’s an opportunity for any business that can show something visually: a dish being prepared, a hair transformation, a product being packed, a craftsperson at work. If your audience is 18–35, you should definitely try TikTok. For businesses targeting older age groups, the audience is growing every year too.
Start with a business account
A free TikTok business account gives you analytics, a website link on your profile and contact buttons. Use your logo as the profile picture and describe what you do and where you are in one sentence in your bio.
Content ideas that work
- Behind the scenes: The kitchen, the workshop or the preparation process.
- Before and after: Anything showing a transformation gets attention.
- Quick tips: “Did you know?” videos about your industry.
- Frequently asked questions: Answer customers’ questions on video.
- Trends: Adapt popular sounds and formats to your business.
What to watch in the first months
Consistency is everything on TikTok. Aim for at least 3–4 videos a week, and don’t give up if your first videos get few views; the algorithm needs time to learn your account. Grab attention in the first second and reply to comments. Most of these rules apply to Reels too; for details, see our Reels guide.
Can you use the same video on both platforms?
Yes, but without the watermark. Videos downloaded from TikTok and uploaded to Instagram with the logo are shown less. It’s best to prepare the video in an editing app and upload it to each platform separately.