Using TikTok for Business: How to Hook Generation Z (and More) Without Dancing in a Unicorn Costume

Do you still think that TikTok is a platform for teenagers who wave their hands in sync to tracks with incomprehensible lyrics? It's time to reconsider. It is a powerful tool for business that can help you win the hearts of young people. Today, it is not only viral memes that are spinning here, but also millions of dollars. How? Let's figure it out - without boring terms and moralizing.

"Hey, business, where have you been?": Why your company needs TikTok

Do you know the secret to TikTok's success? It doesn't try to be perfect. It values ​​reality, even if it is slightly crooked and has wires sticking out in the background. And it has an audience that spends an average of 95 minutes a day scrolling through the feed. Missing that is like turning down a free ticket to the most popular concert of the year.

Marketing on TikTok is not just advertising. It's a dialogue. Imagine: you're not shouting about discounts through a megaphone, but whispering something funny into the ear of a person in the crowd. And he turns around. And then ten more. Because your joke caught on.

This is a marketing goldmine! If you still think that TikTok is something frivolous for business, it's time to reconsider. After all, here you can not only entertain your audience, but also sell, build a brand and create trust.

How to promote on TikTok: strategies that work

Want to succeed? Then forget about boring formats. TikTok is creativity, dynamics and bold decisions. Here are some TikTok strategies that will help you become more visible.

1. "Take it off immediately!" What content should be so that you are not scrolled through

Rule number one: forget about "selling out". No one likes it when they are being sold something. Instead, entertain, inspire, or surprise.

Example #1: A local bakery launched a series of videos called “How a croissant is made.” The camera zooms in on the dough as it layers and the caramel drips… No words, just ASMR sounds. The result? Queues of people wanting to buy “that very croissant from TikTok.”

Example #2: A skateboard brand is organizing a challenge called #KeepYourBalance. Participants film themselves riding a board with a cup of coffee in their hand. The prize is a year’s supply of gear. The hashtag gets 5 million views, and sales grow by 30%.

Secret: Your content should have a “wow” effect in the first 3 seconds. Otherwise, swipe up and you’re lost.

2. “Algorithm, how do you even work?”: how to please the mysterious TikTok system

It’s like high school: to get into the “cool crowd” (read: For You Page), you need to be active, original, and a little unpredictable.

Frequency and regularity are important: post 3-4 times a week. The algorithm loves those who are not lazy.

Hashtags are not garbage: instead of #bestbusiness2024, use niche tags. Cafe? #CoffeeMagic or #ComfortInACup.

Timing is everything: post when your audience is awake. For students, this is 7:00 PM–11:00 PM; for young mothers, it’s 9:00 AM–11:00 AM.

Lifehack: Reply to comments. Even bad ones. This will show your audience that you value their opinion and are ready to interact, and the algorithm will notice your activity and increase your reach.

3. “Budget? What budget?”: Is it possible to get started without investment

Short: yes. Long: if you are ready to invest not money, but time and creativity.

Duets and stories: join trends through the “Duet” function. For example, react to a popular video with humor: “Yes, our coffee also blows your mind!”

Participate in discussions: join discussions related to your niche and share your opinion. This will help you position yourself as an expert.

Collaborations with microbloggers: find local authors with 10-50 thousand subscribers. They are often ready to make a review for a free sample of the product.

Important: do not chase millions of subscribers. 1000 loyal fans are better than 100,000 random viewers.

"Does money stink here?": how to embed ads in TikTok so that you don't get banned (and even subscribed to)

You know that advertising in TikTok is like a parachute jump? If you calculate the height and wind correctly, you'll get the delighted screams of viewers. If not... Well, you get the idea. But don't worry - I won't let you crash.

In-Feed Ads: when your video steals attention between cats and dancing

Imagine: a person scrolls through the feed, sees a cute puppy, then a recipe for "pasta in 5 minutes", and then your video. But not just any video! It should be so catchy that your finger freezes over the screen. How?

Example: a fitness tracker brand shot a 15-second video: a girl runs up a mountain, sweat pours down, her pulse goes through the roof, and a gadget flickers on her wrist. Text: "When you realize you've run a marathon and your battery will last for three more." Views — 2 million, website clicks — +45%.

Life hack: add a hidden call to action. Not "Buy our product!", but "Try to guess how many calories I burned during this video? The answer is in the profile."

Brand Takeover: break into the app like Cristiano Ronaldo at the World Cup

This is when a user opens TikTok and sees YOUR brand on the entire screen. Yes, it's expensive. Yes, it works only 3 seconds. But if you do it well, you will be remembered better than the face of your deskmate.

Case: an energy drink company created a “brain explosion”: when opening the app, people saw a can of the drink fall into a glass, and the splashes turned into fireworks. In a day - 7 million views.

Be careful: do not repeat the mistake of a furniture store that showed a 5-second video with a sofa... without sound. The result? Comments "What was that?" and $ 200 down the drain.

Hashtag Challenges: make people work for your hashtag (and be happy about it)

Remember how everyone danced to "Jerusalem"? Now that's a level. Your task is to create a challenge that even grannies in the village will want to repeat.

Brilliantly simple: A hair dye brand launched #ColorRevolt. The requirement: film yourself dyeing your hair a bright color to the track "Rebel Girl". Prizes — a year's supply of products. Total: 500 thousand videos, trending in 10 countries.

Feature: Add a game element. For example, "Every 1000th participant gets a trip to Bali." People will repost the challenge to increase their chances — the reach will skyrocket.

"What about the boosting exchanges?": controversial methods you didn't ask about (but I'll tell you about)

Yes, you can buy 100 thousand bots that will like your video. But why? The TikTok algorithm is like a strict teacher: if it notices a catch, it will ban your account "in the corner" with zero reach.

What works without risk:

Micro-mutual PR: agree with 5-10 small bloggers (1-5 thousand subscribers) — they mention you, you mention them.

Secret chats: join niche Telegram groups, post your content with the text "Guys, support a budding baker!" But no spam - only where allowed.

"How much does it cost?": budget life hacks for those who are not Zuckerberg

In-Feed Ads - from $10 per day. Launch for 3-4 days - enough to understand whether the idea will "take off".

Hashtag Challenges - from $5000. But you can cheat: launch the challenge yourself, and then invest in promotion only if you get 1000 participants.

Advice from an experienced: do not spread yourself too thin. It is better to spend 100 on one super-creative video than 500 on five mediocre ones. TikTok loves those who hit one point.

P.S. Advertising is not shameful. It's a shame to make boring advertising. But if you suddenly decide to do a Brand Takeover, let there be at least one dynamic element. Even a cat in sneakers. Believe me, it's important.

"Oh, that's it!": what to do if your first video is a failure

Relax. Even cool brands sometimes screw up. One video is not a death sentence. Analyze:

Why didn't it work? Maybe it's too long? Or boring?

Try again: Experiment with formats. Video polls, voiceovers, memes with cats (yes, even if you sell building materials).

Remember: TikTok loves those who are not afraid to look stupid. Because there are no perfect ones here.

Bottom line: should businesses go to TikTok?

Without a doubt, yes! TikTok is a powerful tool that can increase sales, increase brand awareness and create a real army of fans. The main thing is to use it correctly and not be afraid to experiment. So, if your business is still sitting on the sidelines... Is it worth it?