For many small businesses, social media marketing can feel like an uphill battle. Where do you even start when large companies with big budgets usually dominate the space? The good news is that one platform has turned this model upside down: TikTok. Unlike traditional social platforms, TikTok rewards authenticity, creativity, and consistency over sheer spending power. So how does TikTok help small businesses stand out and compete with the big guys?

In this article, we’ll reveal the benefits, and share actionable tips so that you can generate awareness and turn TikTok watchers into real customers.

Benefits of TikTok: Why Small Businesses Have an Edge

TikTok offers a particularly unique combination of features that makes it ideal for small business marketing. That’s because its unique culture and algorithm often give small businesses an advantage over larger corporations. The platform rewards authenticity, creativity, and consistency—qualities small businesses can naturally lean into without the out-of-reach massive teams or ad spend.

Not convinced yet? Let’s break down a handful of ways that TikTok gives small businesses a social media marketing advantage that bigger brands just can’t always match.

• Authenticity beats polish: TikTok users prefer content that feels real and relatable over highly produced ads. Small businesses can shine by showing their personality, daily process, or behind-the-scenes moments.
• Discovery-first algorithm: TikTok’s For You Page promotes content based on engagement, not follower count. This means even small businesses with no audience can get discovered and compete with larger brands.

• Massive organic reach: Thanks to that algorithm, videos can spread well beyond your current followers. A single creative post can reach thousands—or even millions—of people without paid promotion.
• TikTok as a search engine: Small business SEO is transforming, especially given the new landscape of AI and SEO. A part of this transformation is that more people, especially Gen Z, are using TikTok to search for products, services, and recommendations instead of Google. This trend creates new opportunities for small businesses to be found by ready-to-buy customers.
• Budget-friendly: TikTok doesn’t require fancy equipment or large ad spend. With just a smartphone and creative ideas, small businesses can compete and often outperform larger competitors.

TikTok Tips for Small Business

Knowing TikTok’s advantages is one thing, but using them effectively is another. So let’s examine some practical tips to help small businesses like yours make the most of the social media platform.

1. Research Competitors

Before posting, take time to see how other businesses in your niche are using TikTok. Look at what’s working for them—that is, the types of videos they create, the sounds or trends they use, and how they engage with their target audience. Use this as inspiration, and also as an opportunity for differentiation.

And don’t just pay attention to direct competitors, but also to similar creators or brands that appeal to your ideal customers. This research will help you generate ideas for your own content and help you identify gaps where you can stand out (plus, you can also keep an eye out for potential collaborators).

2. Familiarize Yourself With the Platform

TikTok marketing isn’t the same as other social media platforms, so it’s worth regularly spending time simply scrolling. Explore the For You Page, check trending sounds, and notice the different video styles people use. The more you understand TikTok’s culture—fast-paced, playful, and authentic—the easier it will be to create content that feels natural there. Think of this as learning the “language” of TikTok before you jump in with your own posts.

3. Post Consistently

On TikTok, posting frequency matters. The algorithm favors active accounts, and regular posting gives you more chances to be discovered. Aim for at least 3–5 posts per week, experimenting with different formats until you see what resonates. Consistency doesn’t mean perfection—you’ll just want to show up often enough to stay on your target audience’s radar and signal to TikTok that you’re an active creator.

As you plan your content calendar, remember to mix things up. A useful guideline is the 60/20/20 rule: roughly 60% of your posts should be educational or helpful, but on TikTok, this also includes trendy, relatable content your audience is already consuming—like participating in popular challenges, using trending sounds, or putting your own twist on viral formats. This helps your brand stay approachable while still providing value. 

Then around 20% can be brand-building or personality-driven, showing your vibe, values, or behind-the-scenes moments. The final 20% can be promotional, highlighting your products or driving specific actions. This balance keeps your feed engaging, relevant, and aligned with your business goals.

Need help making this process easier? We’ve made a calendar template that makes mapping out your social media content a lot more manageable. Grab it via the form below.

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4. Partner With Micro-Influencers

You don’t need to hire celebrity influencers to get results—and good thing, because as a small business that’s probably not in the cards. Micro-influencers—typically creators with 10,000 to 100,000 followers—are often a better fit for small businesses anyway. They tend to have higher engagement rates than larger influencers because their target audiences are more niche and invested.

For example, a micro-influencer with 20,000 highly engaged followers might generate more clicks, comments, and sales than an influencer with half a million casual fans. These micro-influencers are also far more affordable, often charging a few hundred dollars per post (or even working in exchange for free products), compared to the thousands or tens of thousands that bigger names require.

How to find the right micro-influencers:

• Search by hashtag: Look up keywords related to your industry (e.g., #PlantTok, #CleanTok, #SmallBusinessCheck) and note creators with consistent engagement.
• Check engagement, not just followers: Aim for influencers with 5–10% engagement rates (likes + comments ÷ followers). That’s a good sign their target audience is paying attention.
• Look for alignment: Choose creators whose tone, style, and audience overlap with your brand values. A natural fit always outperforms a forced one.
• Use TikTok Creator Marketplace: TikTok’s built-in platform lets you search and connect with influencers directly.

5. Keep It Short, Real, and Story-Driven

Short-form videos

Short-form video content is a digital marketing trend that’s having an impact across the board, especially on TikTok. The social media platform’s content thrives when it’s quick, authentic, and engaging. Instead of trying to push a polished sales pitch, focus on telling short stories: how your product is made, what problem it solves, or the real people behind your business. 

Videos under 30 seconds generally perform best, but the key is to hook viewers right away and keep it natural. Story-driven content doesn’t just promote your business—it builds connection and loyalty. (Short on format ideas? We’ll get into that in a minute.)

Carousels

In addition to single videos, TikTok now supports carousel-style posts, which let you combine multiple images or video clips in a swipeable format. Carousels are a great way to showcase step-by-step tutorials, highlight multiple products, or tell a story in stages. They keep your content dynamic and encourage viewers to interact, giving you another tool to engage your audience and boost reach.

6. Use Hashtags

Hashtags help TikTok’s algorithm understand what your content is about and who might be interested in it. For small businesses, they’re also a powerful way to show up in searches and connect with niche communities. Mix in industry-specific ones (#EcoProduce, #PlantTok, #ClimbingGear) and location-based hashtags (#MadridEats, #NYCcoffee). This increases your chances of being discovered by people most likely to become customers.

7. Engage With Comments to Build Community

Don’t ghost your followers by just posting and disappearing. TikTok rewards creators who interact with their audience, and users notice when a brand is responsive. Just like in our real-world relationships, replying builds trust. Plus, you can even use those questions as inspiration for creating video replies that answer questions directly. 

By interacting with comments, you can turn slightly interested viewers into very-interested fans, an important step in moving people along in their customer journey. It’s also a major advantage for a small business, as it helps build a sense of community—something large brands often struggle to replicate.

8. Invest in TikTok Ads

While the platform offers huge organic potential, TikTok ads can help you scale once you find content that resonates. Even a small-business budget can go far. Start with in-feed ads, which look like regular TikToks and feel native to the platform. Spark Ads are another great option, letting you boost posts that are already performing well.

Whatever ad format you choose, make sure your creatives fit your overall communication style and feel authentic—TikTok users respond best to ads that blend seamlessly into their feed rather than feeling overly polished or promotional.

Use targeting tools like custom audiences and lookalikes to reach the right viewers without wasting spend. For many small businesses, testing TikTok ads with just $20–50 per day can provide valuable insights and drive traffic to your website (and ultimately conversions!).

Content Formats That Work for Small Businesses

While TikTok rewards experimentation, certain types of videos consistently perform well for small businesses. Here are a handful of proven formats to start with:

Behind the Scenes

TikTok users love seeing what happens behind the curtain. For small business owners, this is a natural strength. Share moments like packing orders, setting up your workspace, or unboxing new inventory. These glimpses make your brand more approachable. Viewers enjoy feeling like insiders, and seeing “how the sausage is made” adds a human, personal element to your product or service. It shows the care and effort behind what you do, making it more than just the final product.

How-Tos & Tutorials

Educational content thrives on TikTok, and small businesses can use this to their advantage. Short tutorials, demos, or quick tips show your expertise while highlighting your product or service. 

For example, a bakery might share a “60-second frosting hack,” or a bike shop might post “how to fix a flat tire.” The key is to provide value first, and then once viewers learn something from you, they’re more likely to trust and buy from your business. You become a point of reference and are seen as a trusted expert in your field.

Answer FAQs

Turning frequently asked questions into TikTok videos is an easy way to provide value while building trust. Address common customer concerns, explain how your products work, or clarify your services in short clips. 

This type of content positions your small business as approachable and knowledgeable. It’s also just plain practical, as it can save you time by reducing repetitive inquiries. Plus, it often adds value to the product itself by helping customers get more out of what you offer.

Before & After

You’ve been there: you’re going down a TikTok rabbit hole or scrolling through Instagram and then become suddenly engrossed in a video featuring an overgrown yard that turns into a landscaped paradise. You weren’t looking for it, but you’re instantly obsessed and can’t turn away. 

Visual transformations like this resonate especially strongly on TikTok. As a small business owner, show your product or service in action with “before and after” clips—whether it’s a cleaned space, a remodeled room, a styled outfit, or a planted garden. These videos are satisfying to watch, highlight the impact of your business, and naturally encourage engagement and shares because they’re just so darn entertaining to watch.

Testimonials & Case Studies

Or, you can just let your customers do the talking. Sharing short testimonial videos or mini case studies adds instant cred to your brand. Even a quick clip of a happy customer explaining how your product helped them can be more persuasive than any fancy ad. Leverage user-generated content to demonstrate results, and inspire others to try your business.

Trends

TikTok thrives on trends, from viral sounds to challenges and popular video formats. Small businesses can get on board as a way to gain visibility and stay relevant. The key is to adapt trends in a way that aligns with your brand; don’t just copy them blindly. For example, use a trending sound to feature your product, or put a unique twist on a popular challenge. Be creative and enjoy the process; the results will follow.

Test, Optimize & Bring it All Together

When all is said and done, the best way to succeed with TikTok marketing is to experiment with different types of content. Try the content ideas we just covered to see what resonates. The key is to keep testing, learning, and iterating so you can find what truly works for your business.

As a small business owner, it’s also important to track your results beyond TikTok. Monitor your digital marketing metrics, including the traffic to your website and whether those leads you generated turn into actual conversions.

This is where the connection to your website becomes critical. TikTok can generate attention and interest, but if your site isn’t visually appealing, easy to navigate, and optimized to guide visitors toward action, all that momentum could be lost. Build momentum on TikTok, but make sure your website is ready to capture it and turn it into tangible results.

Maximizing TikTok for Small Business

TikTok gives small business owners a real advantage: it’s accessible, budget-friendly, and rewards the qualities that smaller businesses naturally excel at. By following the tips we’ve covered—from experimenting with content to engaging with your audience and leaning into trends—you’ll be well positioned to turn TikTok into a powerful growth engine for your business.

But TikTok is just the beginning. The leads, clicks, and attention you generate need a destination, and that means a website that looks professional, works seamlessly, and converts visitors into customers. That’s where tools like the SiteGround Website Builder come in. It’s easy to use, fast and secure, and comes with expert support. Whether you want to showcase your products, sell directly with ecommerce functionality, or simply provide a reliable hub for your brand, having a strong website ensures the momentum you build on TikTok translates into real business results.

With the right content strategy on TikTok and a website designed to convert, your small business can thrive in ways that even bigger brands might envy.