How to make TikTok work for you
TikTok. No, not the Kesha song. We’re talking about the social media platform that’s taken the world (and marketing budgets) by storm.
At AlphaQuad, we work with businesses across industries who are starting to look at TikTok not as a passing trend, but as a powerful channel for brand visibility, engagement, and even conversion. If you’re wondering whether TikTok is “worth it” for your business – spoiler: it probably is – but you have to approach it the right way.
Here’s how to make TikTok work for you, not the other way around.
Get to know the platform
Before you dive into filming, editing, and posting, take some time to just watch. TikTok has its own culture – its own language, humour, pacing, and algorithm. The content that thrives here doesn’t always look like what you’d post on Instagram or LinkedIn.
What works on TikTok:
- Short, snappy authentic content
- Trending audio or formats with your own twist
- Behind-the-scenes, tips, tutorials, or storytelling
- Personality. Yes, even for B2B brands
What doesn’t:
- Overly polished, “ad-like” videos
- Ignoring trends or sounds
- Trying too hard to go viral
Set clear goals
Not every business on TikTok is going to hit a million views – and that’s okay. The key is understanding why you’re there. Some common (and achievable) goals for businesses:
- Build brand awareness with a new audience
- Showcase expertise or educate your market
- Humanise your brand through storytelling or staff features
- Drive traffic to your website or product page
Once you know your “why”, your content becomes easier to plan – and measure.
Create content that feels native
The best business TikToks often don’t feel like business TikToks. Your content should blend in with the feed while standing out for the right reasons.
Some ideas to try:
- Day in the life of your team
- Quick tips or industry hacks
- Behind the scenes of your product or process
- Answer FAQs in a relatable way
- Myth-busting or “thing you didn’t know” content
Use the tools TikTok gives you
TikTok has a ton of built-in tools that help your videos get seen. Learn how to use them.
- Sounds: Trending audio can boost discoverability
- Captions & text overlays: Great for accessibility and context
- Stitch & Duet: React to or build on other content (even from your own account)
- Hashtags: Use them, but skip the #fyp spam – focus on relevant ones
- Editing tools: Use jump cuts, on-screen text, and transitions to keep energy high
Test paid options (when you’re ready)
Once you’ve got the hang of organic content, TikTok Ads can help you scale. It’s not just for eCommerce – B2B brands, local services, and even niche markets can find success here.
A few formats to explore:
- In-Feed Ads: Appear between organic posts, ideal for blending in
- Spark Ads: Boost your own high-performing content
- TopView & Brand Takeovers: Big-budget options for big visibility (but not essential)
Be consistent – and stay curious
Success on TikTok rarely happens overnight. But consistency pays off. Post regularly, experiment with formats, and track what’s working. The algorithm learns from your content, and so will you.
Stay open to trying new things. TikTok moves fast – and the brands that thrive are the ones willing to adapt, show some personality, and have a little fun with it.
Final thoughts
TikTok isn’t just another social media platform. It’s a space where creativity meets community – and where businesses willing to step outside the traditional marketing box can stand out.
Need help shaping your TikTok strategy? We’ve helped businesses build confidence on social media, and that’s what TikTok is all about: confidence. Contact us to talk about TikTok strategy.
