TLDR: TikTok for Business is reshaping digital marketing with viral trends and merging culture, community, with commerce. With over 1 billion active users spending an average of 95 minutes a day on the app, TikTok is where brand discovery, entertainment, and shopping now meet. Whether you’re just setting up your business profile or planning paid ad campaigns, authenticity and creativity remain the golden rules.
Table of Contents
What is TikTok for business?
Our Senior Marketing Manager Bex Waller says TikTok for Business is: “Like your Google Ads or Meta Ads, it’s the advertising side of TikTok.” It’s a platform where brands can create targeted ad campaigns, retarget website visitors, and connect directly with highly engaged audiences through both paid and organic content.
But TikTok for Business isn’t an ad manager, it’s a full-funnel ecosystem built around creativity. From awareness to conversion, it’s where culture meets commerce, allowing brands to engage users through community, trends, and storytelling rather than hard-sell advertising.
Understanding the TikTok algorithm
How the “For You Page” works
TikTok’s “For You Page” (FYP) is the engine behind its addictive scroll. The algorithm curates videos based on what users engage with, how long they watch, what they share, and even the sounds and hashtags they interact with. As Rebekah explained:
“If you’re sharing certain types of content, or watching TikTok’s with the same sound, you’ll see more and more of that. The more something gets shared or commented on, the more TikTok pushes it out.” The takeaway? Engagement begets visibility. The FYP isn’t follower-based, it’s interest-based.
Engagement signals TikTok prioritises
TikTok’s key algorithmic signals include:
- Watch time: Longer viewing = stronger relevance.
- Shares and comments: Indicate social value.
- Saves and replays: Signal high-interest content.
TikTok’s internal KPI is simple, keep people watching. The more your content contributes to that, the more it’ll be promoted.
Trending sounds, hashtags, and effects
TikTok’s “sound-on” culture means audio drives discovery. Using trending sounds, hashtags, and effects can skyrocket reach. These are often the creative hooks that push your content onto the FYP faster than any ad budget could.
How to create a TikTok business account
Step-by-step setup
- Download the TikTok app and sign up.
- Switch to a Business Account in Settings → Manage Account.
- Add your business name, logo, and category.
- Link your website and other social profiles.
- Start posting and exploring analytics.
Key settings to optimise
Rebekah recommends optimising your profile like any other platform: “Have your main USP or keywords in your bio. If you’re a beauty brand, make sure ‘beauty’ and ‘skincare’ are in there. It’s about visibility.”
Include:
- A strong bio: Describe your niche or product type.
- Link in bio: Direct users to your website or TikTok Shop.
- CTA: Use phrases like “Shop our latest drop” or “Learn more.”
The blue tick debate
- While verification can build trust, Rebekah notes: “I don’t think the blue tick matters as much anymore. You can literally buy it now.” Authenticity beats authority on TikTok
Benefits of TikTok for business
TikTok isn’t just a social platform, it can be a growth engine when used right.
- 92% of users take action after watching a TikTok.
- 67% say TikTok inspires them to shop when they weren’t planning to.
- TikTok has lower CPMs than Meta across multiple industries.
Rebekah adds: “TikTok is driving culture and shaping how people consume content. Even if your audience isn’t fully there yet, TikTok is influencing what they see everywhere else.” It’s also perfect for showing brand personality, behind-the-scenes moments, product testing, and relatable storytelling, all help brands build loyalty through community.
TikTok content creation tips
Hook people in the first three seconds
Start strong. Use curiosity, emotion, or surprise to stop the scroll. Examples include:
- “If you struggle with [pain point], stop scrolling.”
- “I tried [product] for a week and here’s what happened.”
- “Literally obsessed with this…”
Ideal video length and format
Keep it short and snappy, 15-25 seconds works best. Follow a simple structure: problem → product → outcome.
Caption and hashtag strategy
Use 3-5 relevant hashtags (including trending ones). Keep captions short, conversational, and keyword-rich.
Posting frequency and timing
Fresh content fuels growth. As Rebekah advises: “Keep the content fresh. TikTok fatigue sets in fast.”
For ad spend, Modo25 recommends:
- Low spend (£50–£150/day): 1–2 creative refreshes/month
- Medium (£150–£500/day): 2–3 refreshes/month
- High (£500+/day): 5–10 refreshes/month
TikTok business tools and features
TikTok Shop & product tagging
TikTok Shop has transformed social commerce. Users can buy directly through shoppable videos and ads, turning browsers into buyers instantly.
TikTok live for business
Lives are great for community engagement. Rebekah notes: “If it’s a brand I already know, I’ll watch their live. It’s about loyalty, existing audiences tune in.”
Creator Marketplace & influencer partnerships
TikTok’s Creator Marketplace connects brands with vetted influencers. Creator-led content consistently drives higher watch time and credibility than brand-led ads.
TikTok ads for business
Types of ads
- In-Feed Ads: Appear in the For You feed.
- Spark Ads: Boost organic posts for wider reach.
- TopView Ads: Full-screen on app open.
- Branded Hashtags: Encourage user participation.
- Branded Effects: Custom AR filters and effects.
Budgeting and targeting tips
TikTok offers interest-based targeting (not follower-based). You can build full-funnel campaigns with awareness, consideration, and conversion goals.
When to start running ads vs organic growth?
Rebekah recommends building organically first: “If someone clicks on your ad and you’ve got no organic content, it kills trust. Build your brand presence first.” Once your profile feels authentic and established, experiment with a proof-of-concept ad budget.
TikTok analytics & performance tracking
Key metrics to measure all depend on your campaign goal, but as a baseline we recommend:
- Awareness: Reach, impressions, watch time.
- Traffic: Clicks, CTR.
- Conversions: CPA, ROAS, revenue.
Modo25’s recent TikTok SGS case study showed:
- +4.4x ROAS from full-funnel synergy.
- +2.9% CTR from boosted organic content.
Interpreting data to improve future content
We recommend using analytics to spot trends, looking for hooks, sounds, or creators who deliver results. Then double down.
Using analytics to fuel content ideas
High engagement videos reveal what resonates. Turn comments into prompts for your next post, the audience literally tells you what they want next.
Conclusion
TikTok for Business blends entertainment and commerce better than any other platform. Whether you’re launching your first ad or building your brand community, success lies in authenticity, creativity, and consistency.
Start by creating your business profile and building a foundation of authentic, short-form videos that reflect your brand’s personality. Once you’ve found your rhythm, experiment with creator-led ads to expand your reach and engagement. Finally, keep refining your approach by using analytics to understand what’s working, and let the data guide your next creative move.
If you’re ready to take your TikTok strategy to the next level, partner with Modo25, your in-house TikTok Ads specialists. Please get in contact with our team, at Modo25, or you can email our team at team@modo25.com.
