How to market your business on TikTok in 2025
Still think TikTok is just for teenagers doing dance challenges? Think again.
With over 955 million monthly active users in 2025, TikTok has evolved into one of the most powerful marketing platforms available. And the best part? You don't need a massive budget or a fancy production team to make it work.
The platform rewards authenticity over polish, creativity over perfection, and entertainment over sales pitches.
So if you're ready to dive into the digital ocean and make some waves with your TikTok marketing, let's get into it…
⚡Why your business needs to be on TikTok
Before we get into the how, let's talk about the why.
🦈 Massive reach without massive spend
TikTok's algorithm doesn't care how many followers you have. A brand new account can go viral with its first video if the content resonates with viewers. Try doing that on Facebook, where you're basically invisible unless you pay to play.
🦈 Younger audiences are searching on TikTok, not Google
Around 40% of Gen Z users are more likely to use TikTok than Google when looking for recommendations. They're not searching "best coffee shop near me" on Google anymore. They're scrolling TikTok to see what people are saying about local spots.
🦈 Discovery is built into the platform
Unlike other social platforms where you mostly see content from accounts you follow, TikTok's For You Page shows you content based on what you engage with. This means your potential customers can discover your business without ever having heard of you before.
🦈 Direct sales opportunities
TikTok Shop lets you sell products directly on the platform. No need to redirect people to your website. They can discover your product, watch a demo, and buy it without ever leaving the app.
🦈 Authenticity wins over production value
You don't need a professional camera crew. In fact, overly polished content often performs worse than raw, authentic videos shot on a smartphone. TikTok users can smell inauthentic content from a mile away, and they'll scroll right past it.
🦈 B2B opportunities are growing
TikTok isn't just for consumer brands anymore. B2B companies are finding success on the platform. With 75% of B2B buyers using social media in their purchasing decisions, TikTok offers a fresh way to reach decision makers who aren't as active on LinkedIn.
⚡Setting up your TikTok business account
First things first, you need a business account. Not a personal one, not a creator one. A business account. (But be warned, it does restrict your song choices.)
Here's how to set it up:
⚡ Download the TikTok app and create a new account
⚡ Tap the menu button (three horizontal lines) in the top right
⚡ Go to settings and privacy, then account
⚡ Select switch to business account
⚡ Choose the category that describes your business
A business account gives you access to analytics, advertising tools, and the ability to set up TikTok Shop. Plus, you can add a business email and website link to your profile.
⚡Understanding the TikTok algorithm
The TikTok algorithm prioritises newer content and engagement metrics.
Here's what matters:
🦈 Watch time
If people watch your entire video, that's a massive signal to TikTok that your content is worth showing to more people. This is why shorter videos often perform better. It's easier to get someone to watch 15 seconds than 3 minutes. But that’s not to say longer videos won’t do well, just make sure you keep them engaged.
🦈 Completion rate
Did viewers watch your video all the way through? Or did they scroll away after 2 seconds? The algorithm tracks this and rewards videos that keep people watching.
🦈 Engagement
Likes, comments, shares, and saves all tell TikTok that your content resonates with viewers. The more engagement you get, the more people will see your video.
🦈 Video information
Captions, sounds, and hashtags help TikTok understand what your video is about and who might be interested in seeing it. But there's some debate about the best approach to hashtags, which we'll cover later.
⚡Creating content that works on TikTok
Now for the good stuff. What should you post?
⚡ Hook viewers in the first 3 seconds
You've got about 3 seconds to convince someone not to scroll past your video. Start with something surprising, ask an intriguing question, or show something visually compelling right away.
No lengthy intros. No "hey guys, welcome back to my channel" nonsense. Get straight to the point.
⚡ Show, don't tell
Instead of talking about how great your product is, show it in action. Demonstrate the before and after. Let viewers see the transformation for themselves.
⚡ Use captions and on-screen text strategically
This deserves its own section because captions are absolutely crucial for TikTok success.
⚡The power of captions
Many people watch TikTok with the sound off. Maybe they're on the bus, at work, or just prefer silence. Captions ensure your message gets across regardless.
But captions do way more than just accessibility (though that's hugely important):
🦈 They boost engagement and watch time
Studies show that captions can increase how long people watch your videos. And watch time is one of the key signals TikTok's algorithm uses to decide whether to promote your content.
🦈 They make your content accessible to everyone
Having captions makes your content open and welcoming to everyone, including viewers with hearing impairments. It's the right thing to do, and it expands your potential audience.
🦈 They improve your video SEO
Good captions can improve where your video shows up in searches. TikTok is increasingly being used as a search engine, so optimising your captions means more people might discover your content.
🦈 They add personality and emphasis
Captions let you highlight key points, emphasise emotions, and add storytelling layers that enhance the viewing experience. This is especially effective for comedy content where timing matters.
🦈 They make content easier to share
Captions make your content easier to understand across different languages and cultures, increasing the likelihood people will share your videos.
⚡How to create standout captions
Creating great captions involves clarity, creativity, and strategic placement:
⚡ Use legible fonts that aren't too small or too big
⚡ Don't cover important visual elements with text
⚡ Use contrasting colours for text and background
⚡ Break longer captions into shorter, digestible segments
⚡ Sync captions accurately with the audio for perfect timing
⚡ Add emojis and stylised text to add personality
⚡ Keep the language clear and easy to grasp quickly
TikTok offers AI generated captions that can save you loads of time while making your content more accessible. This way, you can focus on other aspects of your content creation.
⚡ Jump on trends (but make them your own)
Trending sounds and challenges can boost your reach, but only if they make sense for your brand. Don't force it. If a trend doesn't align with what you do, skip it and wait for the next one.
When Jaws celebrated its anniversary, we jumped on it because it related directly to our shark branding and mission to change perceptions about sharks. That made sense for us. But we're not about to start doing random dance challenges just because they're trending.
⚡ Show behind the scenes
People love seeing the human side of businesses. Show the messy reality of running your company. Share the wins and the challenges. Let people see the real you.
This builds trust and makes your brand feel approachable rather than corporate and distant.
Content types that perform well on TikTok
🦈 Educational content
Quick tips, how to guides, and tutorials that solve a specific problem. Think "three ways to fix common marketing mistakes in under 60 seconds."
🦈 Storytime videos
Share interesting experiences related to your business. People love a good story, especially when it's told authentically.
🦈 Product demonstrations
Show your product or service in action. Let viewers see exactly what they're getting and how it works. For B2B brands, this could be software walkthroughs or explaining complex concepts in simple terms.
🦈 User generated content
Encourage customers to create videos using your product and share them. Then repost these (with permission) on your account.
🦈 Response videos
Reply to comments with video responses. This shows you're listening to your audience and creates opportunities for more content.
🦈 Day in the life content
Give viewers a glimpse into what it's like running your business. This humanises your brand and makes you more relatable.
🦈 Humorous content
Light-hearted videos, skits or scenarios that resonate with your audience's daily experiences make your brand more approachable and memorable. Plus, humour increases engagement and shareability.
🦈 Thought leadership
Share industry insights, trends and breaking news to establish your brand as an authority. This type of content can attract debate and discussions, which the algorithm loves.
⚡How often should you post on TikTok?
TikTok recommends posting one to four times per day, which is absolutely mental for most small businesses. That's just not realistic.
Start with 3 to 5 videos per week. Consistency matters more than frequency. It's better to post 3 high quality videos every week than to burn yourself out trying to post daily.
⚡The great hashtag debate
There's quite a bit of discussion in the TikTok marketing world about hashtags. Some people swear by them, others say they're useless.
Here's what we've learnt:
Forget about cramming hundreds of hashtags into your caption. That looks spammy and doesn't help your reach.
Our advice? Stick to 2 to 3 highly relevant hashtags that accurately describe what your video is about. But remember to research your hashtags.
⚡ Look at how many views hashtags have
Are they too broad (billions of views) or too niche (a few hundred views)? Aim somewhere in the middle.
⚡ Check what content appears under those hashtags
Make sure it's the kind of content you want to be associated with.
⚡ Use hashtags strategically, not desperately
Don't just throw in random hashtags hoping to game the system. Use ones that genuinely relate to your content and target audience.
⚡ Skip the #fyp myth
Using #fyp or #foryou won't increase your chances of landing on the For You Page. That's been debunked repeatedly. Focus on relevant, quality hashtags instead.
The goal is quality over quantity. Use hashtags that help the right people find your content, not just to tick a box.
⚡TikTok advertising options
Organic reach on TikTok is fantastic, but paid advertising can amplify your results.
⚡ In feed ads
These appear as users scroll through their For You Page. They look like regular TikToks but are marked as sponsored content.
⚡ Branded hashtag challenges
Create a challenge around your brand and encourage users to participate. This can generate massive engagement if done well.
⚡ Branded effects
Custom filters and effects that users can apply to their own videos. This gets your brand into user generated content organically.
⚡ TopView ads
These are the first thing users see when they open the app. Premium placement, premium price.
⚡TikTok Shop and affiliate marketing
TikTok Shop lets you sell products directly on the platform. Users can browse, purchase, and checkout without leaving TikTok.
You can also set up affiliate marketing programmes where creators promote your products and earn commission on sales they generate. TikTok will even track the sales and pay the creators for you.
There are three affiliate marketing options:
🦈 The shop plan
Set a flat commission rate for all products. Simple and straightforward.
🦈 The open plan
Set different commission rates for different products. Open to all creators.
🦈 The targeted plan
Invite specific creators to promote specific products. More control, more strategic.
⚡Engaging with your TikTok community
Don't just post and ghost. TikTok rewards engagement, so engage with your audience.
⚡ Respond to comments
Reply to comments on your videos. Better yet, reply with video responses. This creates more content and shows you're listening.
⚡ Like and comment on other videos
Engage with content in your niche. This helps you build relationships and increases your visibility.
⚡ Duet and stitch other videos
TikTok's duet and stitch features let you create content alongside other users' videos. This is great for adding your perspective or responding to trending topics.
⚡ Go live
Live videos get priority in followers' feeds. Use lives to answer questions, show behind the scenes, or just chat with your audience.
⚡Measuring your TikTok marketing success
TikTok provides analytics for business accounts. Here's what to pay attention to:
🦈 Video views
How many people are seeing your content? Track this over time to spot patterns.
🦈 Engagement rate
Likes, comments, shares, and saves relative to your view count. High engagement tells TikTok your content is worth promoting.
🦈 Follower growth
Are you consistently gaining followers? Or are people following then unfollowing? This indicates whether your content strategy is working.
🦈 Traffic sources
Where are viewers finding your videos? For You Page, following feed, or your profile? This helps you understand how the algorithm is treating your content.
🦈 Audience demographics
Who's watching your videos? Age, location, gender. Make sure you're reaching your target audience.
⚡What not to do on TikTok
⚡ Don't be overly salesy
TikTok isn't a billboard. Users are here for entertainment and education, not to be sold to. Weave your products into valuable content rather than making everything about sales.
⚡ Don't ignore trends completely
You don't have to jump on every trend but staying aware of what's happening on the platform helps you stay relevant.
⚡ Don't buy followers or engagement
Fake engagement kills your account. TikTok's algorithm can detect this, and it'll tank your reach.
⚡ Don't post inconsistently
Posting once a month won't cut it. You need regular content to build momentum and keep the algorithm interested in your account.
⚡ Don't copy other brands exactly
Get inspired, sure. But don't just recreate what everyone else is doing. Your unique perspective is what makes you stand out.
⚡The reality of TikTok marketing
TikTok marketing takes time, effort, and patience. You probably won't go viral with your first video.
But if you show up consistently, create valuable content, and stay authentic to your brand, you'll start seeing results.
Some videos will flop. That's normal. Learn from them and move on. Other videos will perform better than expected. Figure out why and create more content like that.
The businesses winning on TikTok aren't necessarily the ones with the biggest budgets or the most followers. They're the ones creating content that resonates with their audience and staying true to who they are.
🦈How Sparky Shark Marketing can help
Look, we get it. Creating consistent TikTok content on top of running your business can feel overwhelming. You've got products to sell, clients to serve, and a million other things demanding your attention.
That's where we come in.
At Sparky Shark Marketing, we don't just create content and hope for the best. We develop TikTok strategies tailored to your business, create engaging videos that sound like you (not a robot), and handle the day to day posting and engagement so you can focus on what you do best.
We understand that every business is different. What works for a coffee shop won't work for a recruitment firm. That's why we take time to get to know you, your business, and your audience before we create a single video.
Whether you need help with:
🦈 Content creation and strategy
🦈 Regular posting and scheduling
🦈 Community engagement and management
And we promise to make the process fun, not painful.
Because marketing with a heart means we're not just here to take your money and disappear. We're here to help your business grow, celebrate your wins with you, and support you when things get tough.
If you're ready to dive into TikTok but don't know where to start, or if you've been trying TikTok but aren't seeing results, get in touch. Let's chat about how we can help you make some waves.
⚡Final thoughts
TikTok isn't going anywhere. The platform is growing, evolving, and becoming increasingly important for businesses that want to reach younger audiences and decision makers.
But success on TikTok requires a different mindset than traditional marketing. You need to be willing to experiment, take risks, and show the human side of your business.
Stop overthinking it. Stop waiting for the perfect idea or the perfect setup. Just start creating content and see what happens…
So grab your phone, open TikTok, and start making waves.
And if you need help navigating these waters, we're here. Because everyone needs a Sparky Shark on their side.
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