TikTok for Business in 2023 – The Ultimate Guide

TikTok for business| Farren Digital Marketing Agency

Introduction to Tiktok for Business

TikTok for business has emerged as a marketing powerhouse. TikTok has an astounding one billion monthly active users from all over the world. In addition to that its allure extends beyond sheer numbers. TikTok users spend an estimated $110 million on the platform each month, making it the highest-grossing non-gaming app. These compelling statistics make it an undeniable opportunity for businesses to reach out to this large and profitable audience by using Tiktok for business. 

Therefore, in this comprehensive guide on Tiktok for business, we will walk you through the necessary steps to effectively leverage TikTok for your business. From setting up your business account to developing a strong content strategy and comprehending the TikTok algorithm, we’ve got you covered!


  • Why should use TikTok for business?

When it comes to reaching its target demographic, TikTok provides a lot of bang for your buck. Because the platform is where this generation discovers trends, brands, and new products, it is the ideal place to position your company for maximum discoverability.

Other advantages of using TikTok for business:

  • The platform has a high rate of engagement.
  • Viral potential in popular topics and products
  • Niche communities that may be similar to target audiences
  • Options for low-cost advertising campaigns
  • Access to content creators and influencers for collaborations and sponsored content
  • Connect to your online store directly with selling features and integrations.


  • How to Create a TikTok for Business Account

Before you create a TikTok business account, you must first understand the key differences between a TikTok creator account and a TikTok business account. By choosing a business account, you gain access to valuable business tools like ads and analytics, as well as the ability to create an e-commerce storefront. Although business accounts have less access to sound clips than creator accounts, the benefits they provide far outweigh this limitation.

The following are the primary distinctions between TikTok Business and Creator Accounts:

  • Access to Tiktok for Business Tools: Business accounts give you access to essential business tools like ads and analytics, allowing you to track your performance and optimize your marketing strategies.
  • Limitation on Sound Clips: While TikTok for business accounts has limited access to sound clips, you can still create compelling content by effectively leveraging the available sounds.
  • E-commerce Storefront: Business accounts have the added benefit of allowing you to create an e-commerce storefront, which allows you to showcase and sell products directly to your target audience.
  • Integration of Third-Party Tools: As a business account, you can use third-party tools to efficiently schedule and manage your TikTok content, streamlining your marketing efforts.
  • Website Address: Business accounts can add a clickable website link to their profile, which will direct users to your website or landing page for additional engagement.

Now that you understand the advantages of a TikTok for business account, follow these simple steps to set up your account and begin building your business profile:

  • Step 1: Install the TikTok app and sign up for a new account.
  • Step 2: Navigate to your TikTok profile and tap the hamburger menu in the upper right corner.
  • Step 3: Select “Settings and Privacy.”
  • Step 4: Select “Manage Account.”
  • Step 5: Finally, choose “Switch to Business Account.”
  • Step 6: Select the category that best fits your business type to ensure your content reaches the right people.

That’s all there is to it! You’ve created your TikTok business account and can now start optimizing your profile to appeal to your target audience. Embrace the powerful Tiktok for business tools at your disposal, create engaging content, and watch your TikTok brand thrive!


  1. Understanding TikTok’s Audience- TikTok for business

Before delving into the strategy, it’s essential to understand TikTok’s audience demographics. While some may perceive TikTok as solely for Gen-Z, the reality is quite different. Statistics show a diverse user base, with various age groups actively engaging on the platform.

  • 44.4% of TikTok users are between 18 and 24 years old.
  • 32.4% of users belong to the 25-34 age group.
  • 13.2% of the total audience is 35-44 year-olds.
  • 6.4% of users fall within the 45-54 age bracket.
  • Users over the age of 50 make up the remaining 3.4%.

TikTok Users According to Age| Farren Digital Marketing Agency

  1. How to use TikTok for business (in 9 steps)

4.1 Step 1: Create and Brand Your TikTok Account 

Now that we have covered the steps necessary to establish a TikTok for business account. The next step is to fully optimize it and brand it in such a way that it stands out among the rest of your social media profiles and is easily recognizable.

To brand your TikTok account effectively:

  • Profile Photo or Video: As your profile photo, use a high-resolution version of your logo. Alternately, create an animated version to leave an impression that lasts.
  • Name and Username: To ensure consistency, use your company’s name as both the display name and the username, omitting any spaces.
  • Bio: Create an enticing 80-character bio that concisely describes your company’s unique selling points.
  • Include your company’s contact email address in the profile to facilitate communication with potential clients or partners.
  • If your company supports a nonprofit, you can demonstrate your social responsibility by tagging them in your profile.
  • Select the category that best represents your industry to effectively reach your target audience.
  • Connect your Instagram and YouTube accounts in order to cross-promote content and expand your audience.
  • Consider configuring an optional auto-message to engage promptly with users who send you direct messages.
  • Website URL (After 1,000 Followers): After reaching 1,000 followers, use the clickable website URL option to direct users to your website or landing page.

You can engage your audience, create compelling content, and expand your brand’s presence on this dynamic platform with a fully optimised TikTok business account.


4.2 Step 2: Understanding Your Target Audience

To be successful in using TikTok for business, you must first determine who you want to see your content. High levels of exposure and interaction without resulting purchases or subscriptions may not have a major impact on your company’s bottom line.

TikTok has a younger user base than most social media platforms, with roughly 7 out of 10 users between the ages of 18 and 19, and roughly half of the users in the 20-39 age range.

You need to learn more about your target audience than just their age if you want to make the most of the platform. To narrow down the target audience for your social media marketing efforts, you should conduct in-depth market research and develop customer personas. If you know who you’re trying to reach with your TikTok marketing, you can create content that will actually connect with that demographic.

TikTok Users 2023| Farren Digital Marketing Agency

4.3 Step 3. Creating quality videos 

Mastering the art of making professional-caliber videos is crucial if you want to succeed with TikTok for business account. Get started with your research by delving headfirst into the content of the platform. Learn what kinds of videos get views by exploring the “For You” page. Check out the trending hashtags, sounds, and popular creators featured on the TikTok Discover page to get ideas for your own content.

Look into the strategies employed by popular brands on TikTok to get ideas for how you can improve your own videos. Diversifying your content is essential, so try out different styles of videos to see what your viewers prefer. Think about making videos that feature your hardworking staff, show off the features of your product, and make people laugh by quoting popular culture.

Being consistent is essential on your TikTok for business account. TikTok suggests posting anywhere from 1–4 times daily, so you should aim for at least that often. Maintaining a regular posting schedule is the best way to get noticed and build a loyal fan base. Success on TikTok is possible for anyone willing to put in the time and effort required to produce high-quality videos and maintain a regular presence on the platform.

TikTok Content| Farren Digital Marketing Agency

4.4 Step 4: Understanding How the TikTok Algorithm Works

A thorough understanding of the TikTok algorithm is essential for increasing the visibility of your content. Captions and hashtags are important for increasing visibility, so make sure they are relevant and popular in your niche. Concentrate on creating engaging content that elicits user interactions, as this improves the algorithm’s ranking.

Incorporating popular TikTok sounds into your videos can also increase visibility, allowing users to search for those sounds to find your content.


4.5 Step 5: Scoping Out the Competition

Learning from your competitors is a critical component of developing a successful TikTok strategy. Analyze your platform’s main competitors and determine what content resonates with their audience. Look for creative approaches to your brand that you can replicate or adapt.


4.6 Step 6: Developing a Powerful Content Strategy for Tiktok

Create a powerful content strategy that strikes a balance between entertainment and informative content based on your research and understanding of your target audience. While fun and engaging videos are popular, informative content such as how-to tutorials, DIYs, and life hacks are also very popular on TikTok.

By diversifying your content, you can reach a larger audience while keeping your brand message consistent.


4.7 Step 7: Partnering with Influential Users

Working with influential TikTokers can help your business reach new heights. Influencers have the ability to reach millions of users at once, instantly increasing your platform visibility. To increase user participation, consider collaborating with influencers to feature your products, create engaging duets, or promote branded challenges.

Effective strategies include:

  • Product gifting: If you have a low budget but a lot of products, offer them to influencers. Consistent outreach to multiple influencers increases the odds of being featured in an unboxing or merchandise video.


  • Collaborative Videos: Work with influencers to create brand-focused videos. Until you have a larger influencer marketing budget, working with micro-influencers with a smaller reach may be cost-effective.


  • New Product Line Partnership: Partner with mega influencers or celebrities to co-create a new product line they will promote to their audience and share the profits. However, only work with niche-relevant influencers. Such projects should involve famous makeup artists and beauty brands.


4.8 Step 8: Using TikTok Advertising to Maximise Reach and Impact

TikTok advertising is an excellent way to broaden your reach and make a significant impact. However, in order to achieve a high return on investment (ROI), TikTok ads must be approached strategically. Set clear objectives and target audiences for your ads to ensure they reach the right people.


4.9 Step 9: Using Analytics to Grow and Optimize

Monitoring TikTok analytics is essential for gaining valuable insights into the performance of your content. By switching to a business account, you gain access to this valuable data, allowing you to refine your strategy and increase engagement.


Key TikTok metrics to track include:

  • Keep track of the number of views your videos receive to determine their popularity and reach.
  • Track the growth rate of your followers over time to evaluate the effectiveness of your content and engagement strategies.
  • Determine which of your videos are trending in order to determine which content resonates most with your audience.
  • Analyse the average viewing time of your videos to determine how effective they are at retaining viewers.


In addition, integrating your TikTok business account with your Sprout Social dashboard enables you to access TikTok analytics alongside metrics from other social media platforms, providing a comprehensive view of your social media performance. By utilising these analytics, you can optimise your TikTok strategy, increase user engagement, and achieve greater brand success.


Bonus point

 Bonus Tips| Farren Digital Marketing Agency
Keep your TikTok videos short and sweet to keep viewers’ attention. TikTok data suggests the optimal video length is 21 to 34 seconds, up from 11 to 17 seconds last year. TikTok is testing longer videos, so don’t overwhelm viewers. Over-60-second videos can bore viewers. For best results, keep videos around 30 seconds.


  1. Advantages of using TikTok for business:

  • High Purchase Intention: 

49% of TikTok users who see featured brands on the platform make purchases. The #TikTokMadeMeBuy hashtag demonstrates the impact that TikTok has on consumer behavior, making it an ideal channel for increasing sales and fostering social commerce.

  • Potential for Viral Content: 

The algorithm of TikTok prioritizes content discovery, giving brands a greater chance of going viral. The For You page of the platform enables brands to reach a larger audience, resulting in increased brand visibility, more followers, and enhanced sales opportunities.

  • Numerous Influencer Marketing Opportunities: 

TikTok provides an abundance of influencer marketing opportunities, making it straightforward for brands to collaborate with creators in their industry. From macro to micro-influencers, brands can effectively connect with their target audience by leveraging influencers’ reach, generating more leads, and establishing strong influencer relationships.


Frequently Asked Questions FAQs| Farren Digital Marketing Agency

  • Who Should Use TikTok?

TikTok’s audience is diverse, with significant representation from various age groups, not just Gen-Z. Therefore, businesses across different industries can leverage the platform effectively.

  • How do I promote my small business on TikTok?

Promote your small business on TikTok by consistently posting high-quality content, engaging with your audience, using popular hashtags and sounds, and collaborating with influential creators.

  • Is it better to have a business account on TikTok?

Having a business account on TikTok provides you with additional features and analytics to understand your audience better and optimize your marketing efforts.

  • How do I promote my brand on TikTok?

Promote your brand on TikTok through creative and engaging content, collaborations with influencers, and utilizing TikTok’s advertising options.

  • How do you promote a product on TikTok?

Promote your product on TikTok by creating entertaining and informative content that showcases the product’s benefits and features. Collaborate with influencers to reach a broader audience.

  • What is a TikTok business account?

A TikTok business account is a specialized account for businesses on the platform, offering additional features such as analytics and advertising options to promote products and services.



You can harness TikTok’s enormous potential for your business by following these nine critical steps. Make a strong profile, interact with your target audience, and create compelling content that is appealing to TikTok users. Accept influencer collaborations and think about TikTok advertising for a wider reach. Always stay data-driven by using analytics to continuously refine your strategy.

As the leading advertising agency in Nairobi, we are here to assist you in taking your TikTok marketing to the next level and achieving exceptional results for your business. 

Contact us today to discuss your TikTok marketing requirements and how we can help you grow your brand on this dynamic platform. 

Let us make TikTok work for your company!


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