TikTok is more than just a platform for viral dances; it’s a powerful search engine and discovery tool, especially for Gen Z. For businesses, getting discovered on TikTok can lead to a surge in brand awareness and sales. But how do you stand out in a sea of content? It all starts with a solid strategy. This friendly guide will walk you through the first steps, from setting up your account to defining your content and goals, to ensure your business gets discovered by the right audience.

Your first step is to switch to a TikTok Business Account. This is a crucial, free move that unlocks a suite of features unavailable to personal accounts. With a business account, you gain access to vital analytics, commercial music libraries, and tools like the TikTok Ads Manager and TikTok Shop. You can find this option under your profile settings, and it only takes a few moments to set up. Once your account is converted, complete your profile with a high-quality logo, a clear and engaging bio, and a link to your website or online store.

Next, you need to get to know your audience and the TikTok community. Spend time scrolling through the “For You” page (FYP) and the Discover page to see what trends, sounds, and content styles are popular within your niche. Don’t be afraid to analyze your competitors to see what’s working for them, but remember to put your own unique spin on it. If your business is in the book industry, for example, diving into the #BookTok subculture will give you valuable insights into what content resonates with your target demographic. The goal is to understand the language and humor of the platform, so your content feels authentic rather than like a forced ad.

Once you have a feel for the platform, establish clear goals. What do you want to achieve with your TikTok presence? Are you aiming to increase brand awareness, drive traffic to your website, or boost sales? Setting specific, measurable goals will help you tailor your strategy and track your progress effectively. A content calendar is your best friend here, allowing you to plan your posting schedule consistently and align your content with product launches, promotions, and seasonal events. This ensures you always have a plan and don’t miss out on important dates.

Finally, focus on brand authenticity and consistency. TikTok users value genuine and relatable content over overly polished, heavily commercial productions. Showcasing your brand’s personality, sharing behind-the-scenes glimpses, or introducing your team can humanize your business and forge a deeper connection with your audience. Consistent posting, especially during the times your audience is most active, will keep your brand visible and build a loyal following. By focusing on these foundational steps, you can build a strong presence on TikTok and ensure your business is well on its way to being discovered by a captivated audience.