How to use TikTok to promote your business

Since its arrival in 2018, the TikTok app has continued to grow in popularity. The platform, mainly focused on music, dance and humorous video content, is becoming more and more interesting for companies wanting to experiment in a new market. After telling you about it in our article What are the digital marketing trends for 2020, here’s how to promote your company on this platform.

Does your audience use TikTok?

One of the biggest stereotypes of the TikTok App is that it is only aimed towards people in their 20s and younger and that some companies will not be able to reach their target audience. TikTok is indeed the ideal platform for young people. However, it is surprising to see the amount of content geared towards the 30 years old and older that is gaining in popularity. In fact, almost 30% of the people on Tiktok are 30 years old and over, and this number continues to grow. However, it is not wrong that both Gen Z and Millennials are very active on the mobile application.  In fact, 50% of users in the United States are under 34 years old. On the other hand, TikTok is gaining more and more popularity every day, even among adults.

Why has there been an increase in the use of TikTok by the 30 years old and over? 

The increase in this audience is mainly caused by mainstream artists on the application, who bring their own audiences to the application. For example, Reese Witherspoon, Howie Mandel or even Will Smith, artists that we usually see in traditional media and who have an audience more focused on people in their 30s and older, are now present on the application.

How to target users aged 30 and over on TikTok?

Good news! It is possible to promote your products to an older audience with the appropriate hashtags. For instance, you can reach working mothers with the hashtag #workingmom. Just analyze these and see which ones are most used by content creators who have a target audience similar to yours. 

The importance of authentic content

These generations have two major values: 

  1. Authenticity
  2. Originality

These two virtues are key to promoting yourself on TikTok. 

Creating unique content will make your customers feel like the company not only wants to sell products but also wants to build a relationship with the customers. This technique will bring you two outcomes:

  1. A considerable number of views.
  2. Recurring subscribers. 

As a result, the company will be able to create a relationship of trust with its target audience.

How do you create content for your business? 

The learning period on TikTok can be very fast. As soon as you become comfortable with the platform, you can create videos that have the potential to go viral, in just a few minutes. It’s at that moment that the level of time investment is less important compared to the return of people reached by your content. 

How to promote yourself successfully on TikTok?

According to Rachel Pedersen, a social media expert, there are four topics that need to be tackled to successfully promote yourself on TikTok; 

  1. Entertainment
  2. Education
  3. Engagement
  4. Emotion


The vast majority of the content we can find on the application is geared towards entertainment. The content can be memes, dance, singing, comedy, or even movie scene retakes. Your company can participate in the various trends on the application while adding your own personal touch.

2. Education

Surprisingly, even if this type of content is not as popular as the entertainment segment, people who are more likely to be interested in your company will be particularly pleased to learn more about your business activities.

You can talk about :

  • How you started your business;
  • How you create your product/service;
  • Your best management techniques.

These topics will be interesting to reach a more specific audience, but also people who have the profile of your ideal clientele. 

3. Engagement

It is in the engagement segment that you will build a strong relationship with your audience. For instance, try to interact with them through various subjects that are not necessarily related to your business. Customers are going to feel like:

  • You care about them;
  • You want to build a relationship;
  • You’re not just on the app to sell a product.

4. Emotion

It’s interesting to create videos with a more personal subject because people will be able to relate to you through their own experiences. For example, you can talk about how you started your business if this is a subject that is dear to your heart. On the other hand, overusing this aspect can create the feeling that you are looking for compassion. So you must use it with caution. 

When should I start using TikTok for my business?

It’s not too late to get started on the TikTok trend. It is probably even better to do it before the increase of competitors on the app. Allow yourself to get ahead of the curve and try new platforms, even if they are new and unknown. As mentioned above, it doesn’t take much time to create a TikTok video, so take the time to try and experiment. 

Do you think your ideal client is on TikTok? 
What kind of content do you think you will be able to create on TikTok?