The TikTok algorithm is unique; it rewards creative and authentic content, not just accounts with a massive follower count. This gives every business, regardless of size, a chance to go viral and get discovered. But simply posting videos isn’t enough. Your content needs to be engaging, entertaining, and provide value to your audience. This friendly guide shares proven business tips for creating content that captivates viewers, drives engagement, and ultimately helps your business thrive on TikTok.

A great way to connect with your audience is by going behind the scenes. People love to see the inner workings of a brand. Share a video showing how you pack an order, introduce your team, or give a tour of your office or workspace. This type of content humanizes your business, building trust and a personal connection with viewers. As the example of the acrylic nail brand KRYLX showed, showcasing the order-packing process can build community and highlight the care you put into your products. Showing the journey of your business, from a simple idea to a thriving brand, can also be very relatable and inspiring.

Product tutorials and demonstrations are also highly effective. Many TikTok users use the platform to research products before buying, with 84% preferring to see reviews there. By demonstrating how your product works, its benefits, and different ways to use it, you can provide valuable information and build trust with potential customers. A beauty brand could post short makeup tutorials, while a restaurant could share recipe hacks or showcase new menu items. Don’t be afraid to use before-and-after videos to highlight the positive results your product provides.

User-generated content (UGC) is another powerful tool for discoverability. Encourage your customers to create and share videos featuring your products or services and consider running a UGC campaign with a branded hashtag. Reposting and interacting with UGC on your official channel builds community and acts as social proof, showing that real people love your brand. Collaborating with influencers, especially micro-influencers who have smaller but highly engaged followings, can also expand your reach and leverage their credibility within your niche.

Finally, leverage TikTok’s full suite of editing capabilities and features. TikTok favors videos made within the app, so use its various editing tools, effects, and trending sounds to create dynamic and eye-catching content. The crucial first three seconds of your video are paramount for grabbing attention, so use strong hooks to stop thumbs from scrolling. Encourage engagement by asking questions in your captions, hosting Q&A sessions, or creating themed series that build anticipation. The more engagement your content receives, the more the algorithm will push it out to new audiences, helping your business get discovered.