How to use TikTok for your business

Article last updated October 2025.

TikTok quickly became one of the fastest growing social media accounts back in 2018. First launched in 2016, the app originally allowed users to create quick 15-second videos, not dissimilar to Vine. In 2018, it became the most downloaded app in the US and during the COVID-19 pandemic, more people found the time to take part in the various dance trends born on the app.

Now, it’s one of the largest social media platforms, up there with Facebook and Instagram. As of February 2024, the app has been downloaded almost five billion times and has around 880 million users.

It makes sense, then, that businesses are using it to showcase their products, improve brand visibility, gain followers and more. TikTok marketing can offer a whole host of opportunities for businesses, so use the platform to engage with new audiences, teach and inform users, start a live stream or partake in the newest trend.

Is TikTok good for business?

TikTok can be exceptionally good for business, and some of the biggest brands use it as part of their wider marketing strategy in the most creative and inspiring ways. The benefits of TikTok for your business might include:

• Improved brand growth and visibility
• Increased views and followers
• Better audience awareness and education
• Improved audience engagement
• Increased website clicks
• Better leads and conversion rates.

As a social media platform, it’s clear that TikTok can help you to grow your brand and reach a wider audience. However, it can offer so much more than this.

With video views come followers and potentially even leads and conversions. While views and followers might be a slow burn at first, by posting regular content and engaging with your audience, you’ll see the numbers steadily rise. If you create products in the TikTok Shop, you could also see an increase in purchases made directly in the app.

The platform gives you an opportunity to directly speak to and educate your audience too, which is not something that can be done as easily on other social or digital platforms, such as your Facebook page or website.

A TikTok profile is a chance to show who your brand is. You may choose to create a persona, as famously achieved by Duolingo and their owl, or put a face to the account so users can identify more personally with your brand.

According to TikTok, more than half of the platform’s users have said it helps them discover new products and brands while almost seven out of 10 people say they look up reviews on TikTok prior to purchasing a product. If nothing else convinces you to set up a business TikTok account, these stats might.

How to use TikTok to promote your business

Switching to a TikTok Business Account unlocks powerful tools to help you grow – from analytics to content inspiration. Here’s how to set it up and start using it effectively:

Switching to a Business Account

Open the TikTok app, head to your profile, and tap the menu in the top-right corner. Under Settings and privacy, select Account and choose Switch to Business Account. You’ll be asked to pick a category that best matches your business (such as fashion, education, or tech). This helps TikTok recommend trends and audiences that fit your niche.

Navigating the business suite

Once you’ve switched, explore the Business Suite – your main dashboard for insights and tools. Here you can check your analytics (views, profile visits, follower growth) and find content ideas based on trending sounds, hashtags, and effects. It’s also where you’ll get recommendations to improve your performance.

Making the most of the creative hub

The Business Creative Hub is especially useful when you’re unsure what to post. You’ll find a content guide with practical tips on filming, posting frequency, and strategy, plus a feed of top-performing videos from other brands to spark ideas.

Building your content strategy

Consistency is key. Aim to post several times per week, experiment with different formats (trends, tutorials, behind-the-scenes), and review your analytics regularly to see what’s working. Respond to comments and use TikTok’s video reply feature to build a stronger connection with your audience.

How to change my TikTok to a business account

As discussed above, changing your TikTok account from personal to business is easy. First, go to the TikTok profile you’ve already created, hit the menu in the top right and go to ‘Settings and privacy’. Tap Account, and then ‘Switch to Business Account’. You’ll be asked to select a category or industry that best describes your business (such as finance, beauty, clothing, home, etc) but this won’t be displayed publicly.

Once you’re set up, you’ll immediately unlock analytics, content inspiration tools, and the option to run ads. Before posting, take a moment to refresh your bio, profile image, and username so everything looks professional and consistent with your brand.

Below, we’ve looked at some of the differences between a personal and a business account so you can compare the two: