How Small Business Owners Can Leverage TikTok.

How small business owners can leverage TikTok.

TikTok is a social media platform that has taken the world by storm. The video-sharing app allows users to create short videos with music, filters, and other creative effects. The platform has become a hub of creativity, humour, and entertainment, and it has quickly become one of the world's most popular social media platforms. You have probably seen a Gen Z, a millennial, or anyone else take out their phone to record themselves dancing to some trendy sound.

But TikTok is for more than individuals looking to have fun and share creative content. Small business owners can leverage the app to reach new audiences, build brand awareness, and drive sales. So why aren't you yet using the app for your business? You are definitely missing out on a goldmine.  

In this article, we explore how small business owners can use the platform for their business. We also spoke to some small business owners who use TikTok. They share their experiences and advice for businesses looking to get started on the platform. You can thank us later.

Why you should use TikTok for your business

With over 1 billion global users, 16 million Nigerian users, and high engagement rates, TikTok provides an opportunity to reach a diverse audience and capture their attention. In addition, the platform's viral potential also means your content can get a much larger audience, increasing brand awareness. Sounds amazing right?

TikTok values creativity and authenticity, allowing businesses to showcase their personality and values while building a memorable brand presence.

How you can use TikTok for your business

Now let's dive into how you can take advantage of TikTok for your small business.

1. Create engaging content

The key to success on TikTok is creating engaging content that resonates with your target audience. This can be anything from behind-the-scenes glimpses of your business to product demos to funny skits. The important thing is to make sure your content is creative, entertaining, and authentic.

For example, if you own a bag store, you could create a challenge showcasing your new arrivals or offering styling tips. You could also use challenges to take your followers behind the scenes of your business and show them how your products are made.

"I use TikTok to engage with my audience. The app is all about engagement, so I make sure to respond to comments and messages from my followers. This helps to build a relationship with potential customers and show them that I am invested in their satisfaction," says Promise, owner of "The Tote Bag Shop."


#voiceover #behindthescene #thetotebagshop #isthisseattaken #smallbusiness #printing #letsprint #businesstips #greenscreen

♬ Calm background music with acoustic guitar and saxophone(1288148) - ame
Behind the scenes

2. Use hashtags

More people are turning to TikTok to find new products, locations and service providers. Their tools for search? Hashtags.

Hashtags are a great way for potential customers to easily find accounts that offer a service or product. If you are constantly creating engaging content with the right hashtags, it can become a cheap way to attract new customers for your brand.

When using hashtags on TikTok, choose the ones relevant to your business and your target audience. You should also use only a few hashtags so your content doesn’t look spammy. By using relevant hashtags, you can increase your content's visibility and reach users interested in your products or services.

For instance, if you own a thrift store in Lagos, you could use hashtags like #thrift, #thriftlover, and #thriftinlagos. You could also create your own branded hashtag.

"I created a TikTok page last December. I use hashtags to make it easier for potential customers to find my content. So far, I have gotten a couple of orders from the app, especially wholesale deals." says Owolabi Dayo, owner of "Labisthift."


Labisthrift is a female thrift store that sells both wholesale and retail. We work according to budget too. You can follow us on Instagram @labisthrift. #thriftwholesale #thriftinghaul #thriftinlagos #labisthrift#thriftshop

♬ 2:30 - Asake

3. Keep it Short and Sweet

TikTok videos are short and to the point. The platform's maximum video length is 60 seconds, but most videos are shorter than that. To excel on TikTok, aim for a video length of 15-30 seconds

When creating content for TikTok, remember that the platform is all about entertainment. So focus on creating fun, engaging, and easy-to-watch content. Use music, effects, and filters to make your content stand out and capture your audience's attention.

Kanyinsola, a Lagos-based make-up artist and founder of Kay’s glam look shared her TikTok experience with us  “ I joined the TikTok community early this year. I use the app to promote my brand by creating relatable makeup content that people can resonate with, I share DIY tips and also beginner-friendly tutorials. Between January when I started and now, I have grown by over 1,000 followers and I have over 6 videos with 10k+ views.”


The Struggle is Real 😂 The content must go round ! #bridalmakeup #softglam #bridalmakeupartist #bridaltiktok #bridalshower #weddingtiktok #weddingday #kaysglamlook #makeupartist #celebritymakeupartist #beauty #makeup @yabaleftonline @KraksTV @Don Jazzy @Instablog9ja

♬ original sound - Kay

4. Run contests and giveaways

Contests and giveaways are a great way to increase engagement on your TikTok account and reward your followers for their loyalty. For example, you could run a contest asking users to create videos using your branded hashtag or offering a prize for the best user-generated content.

When running contests and giveaways on TikTok, you must ensure your rules and guidelines are straightforward and easy to understand. You should also ensure that your prizes are relevant to your business and target audience.

For example, if you own a beauty salon, you could run a contest asking users to create videos showcasing their favourite beauty products or offering a free makeover to the winner.

5. Use TikTok ads

TikTok offers a variety of advertising options for small businesses, including in-feed ads, branded lenses, and sponsored hashtags. These ads can help you reach new audiences and drive sales for your business.

When creating TikTok ads, it's essential to ensure your content is engaging and relevant to your target audience. You should also ensure that your ads align with your brand values and messaging.

For example, if you own a gadget store, you could create a branded lens featuring phones and laptops or run an in-feed ad showcasing your latest products.

An example of sponsored hashtags and branded lenses

In summary, TikTok is a powerful marketing tool for your small businesses. By creating engaging content, using hashtags, running contests and giveaways, and using TikTok ads, you can reach new audiences, build brand awareness, and drive sales for your business. You should definitely be on the platform. You are welcome.

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Oyindamola Ogunlana

Oyindamola Ogunlana