Just one viral TikTok can put a small business on the map. TikTok has incredible potential for small businesses to find organic growth due to the ease of creating content and reaching a wide base of users on the for you page.
With over 1 billion monthly active users (as of January 2022), TikTok is the social platform with the potential for small businesses to gain community, growth, and sales. According to a small business report, TikTok has become the go-to-market platform for small businesses. “58% of SMBs using TikTok have been on the platform for less than six months, they’re generating fast results,” stated the report.
Why content is important
If you’re growing a business in today’s digital landscape, you know the importance of the role social media plays in marketing a business or product. With so many touch points to reach and convert customers, the buying journey looks different for everyone. Whether it’s a different reason why we need something in the first place or how we are influenced to buy something, the decision to buy something comes down to a variety of factors.
Enter the content that influences and reaches customers. Content is important because it instills trust in your audience and helps build a connection between your brand. Content that is engaging and creative has the potential to attract an audience to your small business. From a streaming giant paying millions of dollars for content to micro-influencers to a small business social media manager, content is important and a must for growth in today’s digital and business landscape.
Often small businesses can feel lost and not know where to start, especially when jumping into a new social channel, so this can be a good guide to creating content on TikTok. Here are engaging TikTok content ideas for small businesses.
GRWM / Day in the Life
GRWM (get ready with me) is a popular trend on TikTok that is essentially showing a day in the life of someone. With over 44 billion views on the hashtag, this type of video is a great start for small businesses to show what it is to work a day in the life. Whether it's getting ready to head to a business storefront or running the business, this will surely allow you to take audiences along for the ride.
@aaronspivak Can’t wait to share what we are working on, biggest risk and investment we have ever made… very nervous but excited #ecopillow #hush #founder #dayinmylife #vlog #dailyvlog #foundervlog #toronto #nyc #hushfounder #business #retail #shopify #ecommerce #muskoka ♬ Pieces (Solo Piano Version) - Danilo Stankovic
Hush Blankets founder Aaron Spivak shares his entrepreneurial day building Hush from his personal TikTok. While Dare to Roam incorporates its bags into its GRWM TikTok videos, blending its products into a trend.
@daretoroam Get ready with #DaretoRoam ♬ original sound - daretoroam
If you’ve seen our TikToks you know we love a good unboxing video. On average people spend 38 minutes a day on TikTok consuming all types of content, including the ever-famous unboxing videos. This is a perfect moment to let your products shine and give a peek into how your products arrive at a customer's doorstep. Sloane Tea takes advantage of its great packaging to show customers what to expect when they order from their shop.
@sloanefinetea Never not excited #pov #unbox #unboxing #tea #tealover #obsessed #smallbusiness ♬ Love You So - The King Khan & BBQ Show
Show your products in action
About 67 percent of TikTok users say they feel inspired to shop even when they weren’t looking to do so, as they scroll. What better way to inspire shoppers than showing your products in action. Mike D’s BBQ shows their products in action and how to pair them well cooking a meal.
@mikedsbbq Nice corn side dish on the smoker! #sidedish #bbq #corn #fyp #throwsomedsonit ♬ Hip Hop - Instrumental - Anno Domini Beats
Packing an order
Similarly to unboxing videos, packing videos have become a popular type of video content for small businesses to create. This creates a type of excitement for audiences and sees the behind-the-scenes of (often the business owner themselves) fulfilling an order. California-based spice company La Selva Beach Spice owner, films content packaging orders himself to be sent to customers.
@laselvabeachspice Packing an order for my small spice company :) #foodie #seasoning #smallbusiness #fyp #asmr ♬ Lasymorning - Official Sound Studio
Going a step further with this trend, apparel brand Cove engages with its customers in its packaging videos. Customers leave their order number in the comment section on one of Cove’s videos and Cove gathers the order and films the order being fulfilled. It’s a great way to engage customers beyond the checkout process.
@coveusa Replying to @henry.stugenart ♬ original sound - coveusa
While you pack an order, grab your camera and you’re on your way to creating a great order packing video.
Show how a product is made / in production
If you have a product that is made in-house, it’s a great opportunity to film some content that can introduce audiences to your brand and product. The TikTok algorithm favors content that is unique, creative, and made for the TikTok (mobile) platform. Cocoon Apothecary shows how their essential oil is made and invites audiences to ask questions and learn more via the comment section.
@cocoonapothecary our essential oil yield for distilling 10 kg of balsam fir. #distillation #aromatherapy #essentialoil #kwawesome ♬ original sound - Cocoon Apothecary
TikTok introduced its own repost button earlier this year. This repost button only sends the video to the For You Page feeds of those who follow you. It’s a great way to repost a customer's video content and any UGC your small business is tagged in. Sticky Rice Sisters reposts customer's videos on how they use their products. It is effective in engaging with customers and as a small business, you have content straight from those who love your product.
@stickyricesisters Stickers on the nails 💅🏻💯#stickers #nailart #planneraddict #plannersticker #stationerylove #floralstickers #JifRapChallenge #EatFreshRefresh ♬ original sound - Sticky Rice Sisters
Share an inspirational story
TikTok is becoming the best platform for small businesses to grow organically. Something comparable to organic growth in the earlier days of Facebook. Think of how a great story can go viral and reach different audiences. XXL Scrunchie shares on TikTok the journey of her business, including how her parents are part of that journey.
@xxl.scrunchie Shoutout mom, dad and everyone cheering us on! ❤️❤️❤️ #smallbusiness #thankfulforyou #smallbusinesscheck ♬ original sound - XXL SCRUNCHIE & CO 🇨🇦
I Love Chamoy shares the inspirational journey and the ups and downs of being a small business owner through her TikTok videos. Remember to focus on bringing audiences into your video by having a hook, along with a resolution, and an important takeaway or lesson learned.
@ilovechamoy I cried for about 20 minutes straight then pulled myself together and started thinking of solutions. I love this company that I’m building and I wasn’t going to let anything stop me that easily. 💛 #smallbusiness #startup #viral #entrepreneur #latinaownedbusiness #storytime ♬ original sound - I Love Chamoy
Answer customer questions
One of the great features of TikTok is being able to answer a question through a video. Customers can leave questions in the comments while giving you an opportunity to answer them in your next follow-up video. Jelcie does this perfectly by taking customer questions and answering them while their products are being used or showcased.
@getjelcie Replying to @xdvs21 using dental floss to remove semicured gel might be a really gentle way to remove them! #semicuredgel #diynails #gelremoval #geltakeoff #nailsathome #nails101 #nailhack #removinggelnails #nailinspo #diymanicure ♬ original sound - Semicured Nail Gellies 💅
Business tips and advice
According to insights straight from TikTok, 70% of TikTok users feel part of a community on TikTok. What better way to bring viewers closer than sharing business tips and advice, straight from a small business. Woof and Wonder Dog Accessories shares about being authentic and shares her advice to small businesses specifically.
The Copper Bell talks about small business mess-ups and the reality of being a small business owner, sharing relatable advice for any small business owner at any stage.
@thecopperbell Don’t be afraid to drop a product no one is buying. #ifuckedup #smallbiz #smallbizowner #greenscreen ♬ original sound - The Copper Bell
New product launches
With the organic growth happening on TikTok for small businesses, teasing and launching new products can be an effective strategy. Stuffed Cookies teases their delicious-looking cookies. Not only do they look great on camera, but mix in trending audios or a voiceover and you can creatively introduce new products on TikTok to a wider audience.
@stuffedcookies Transport yourself to Italy in the summertime with our gelato-inspired cookie box! Each cookie is filled with a delicious cream-filled center, and they're only available for a limited time. Go to stuffed-cookies.com to place your order 🇮🇹 #italy #gelato #summer ♬ original sound - STUFFED COOKIES
Create and inspire
- Create content that is engaging and you will find your community
- Inspire with your content
- Small business growth is possible on TikTok
With more than 77 billion views on the “small business” hashtag on TikTok, small businesses should be encouraged to create content and build a loyal community that finds value in your business and products.