Grow and expand your brand with TikTok

For anyone really serious about boosting their social media status and really engaging with an audience, then there’s one platform you need to use – TikTok.

In 2020 it was the most downloaded app, with predictions it will reach 1.8 BILLION users of the end of 2023. Even the tiniest slice of that pie can help creators make a life changing impact.

If you don’t know much about it, here’s the lowdown. TikTok focuses on short-form videos, which are suggested to users based on its unique algorithm.

It’s a brilliant way for creators and an audience to engage and if you only want to concentrate on one social media platform, this should definitely be top of your list. TikTok shows users videos which it knows are of interest to them, by analysing what they have watched, liked or shared.

That means that if you’re posting your recipes or showing your cooking – or even sharing your make-up demos or exercise routines – the algorithm will help direct them to an audience with those particular interests.

The app’s main demographic is currently 13-24-year-olds, but there is no absolute threshold for engagement - anyone can join, and people of all ages are now enjoying what TikTok has to offer.

Everyone on TikTok has a “For You” page often referred to as ‘Fyp’ which offers them a feed of videos, which is tailored to their interests. This is different to other social media apps, where your main feed is composed of the people that you have already chosen to follow.

On TikTok, this has meant that certain brands and artists have quickly accelerated from obscurity to viral success, just by one video making it to many ‘For You’ pages. Another unique part of TikTok is how the content is made. The app itself comes equipped with everything you need to record, edit, and upload a video. This is different to other popular video-sharing platforms such as YouTube. The result of this has been more authentic, natural videos which are recorded and uploaded quickly, as opposed to edited and stylised for a long amount of time.

This could also be down to the fast-paced nature of the app, where many different videos can go viral every day. TikTok was the fastest app in the history of social media to reach a billion user downloads, and it continues to make an impact as a fast-paced, unique, and popular social media site in 2023.

For anyone who has created a cookbook – or is looking to do so in the future – with Found, TikTok is the perfect outlet to showcase your skills, build your followers – and sell your products!

Why is it an excellent way to grow your brand?

The kind of advertising that does well on TikTok is a little bit different to other social media sites. Forbes claims that “Businesses that thrive the most on TikTok are ones that post videos that are fun, light-hearted and visually pleasing, and that follow popular trends.” Due to its algorithm, finding what works for your business and your followers takes some experimenting on TikTok. It can often be jokey, silly videos that take off quicker than slick advertisements. However, if you can work out what makes your audience engage, and get your posts to the “For You” page, TikTok is a uniquely effective way to market your brand.

Firstly, you can directly engage with your customers, through the ‘duet’ and ‘stitch’ features which allow them to add on to your existing videos. Secondly, you can engage the other way around with existing videos that already discuss your product. Instead of just commenting your thanks as you might on Instagram for a good review, you can duet the video to add something new or show your appreciation.

Additionally, such features can be used to engage and collaborate with influencers, or “creators” as they are often called on TikTok. These are people who know exactly how to create content which will be successful on the algorithm and make it to the “For You” page, and their creativity can help to boost your product.

What does TikTok offer specifically for brands?

In 2020, TikTok launched “TikTok for Business” - a platform within TikTok that is made for brands who are looking to invest in advertising and marketing. This can be a great way to capitalise on the huge amount (over a billion!) of active users that the app boasts. There are many types of ads that the app offers, from “TopView” - the first video that will be visible to someone opening the app, to “Hashtag Challenges” - an opportunity to promote a hashtag that is linked to your business, to putting you in touch with relevant creators who will promote your product. You can find out the ways that brands have used TikTok for business, as well as learn about more of the advertising possibilities here: www.tiktok.com/business/

How can I create an account?

Creating an account on TikTok is super easy, especially if your brand already has a Google, Twitter or Facebook account.

First, go to: www.tiktok.com/signup

Next, choose from the options on the page. This is where you can use an existing account from another platform to make a TikTok account:


If you don’t have any existing social media accounts on the platforms listed, click ‘Use phone or email’ and you will be taken to a page where you can create an account using one or the other:


You should be ready to go on TikTok! Once you have set your account up, make sure you are logged in on a mobile device, and they are the best for using, creating, and engaging with TikTok.

In Conclusion

TikTok is a fast-growing phenomenon of an app which offers a unique platform to advertise and share your business. The social media platform is ideal if you are aiming your product at a younger audience, as their core users belong to a young demographic. The kind of content that does well on TikTok is authentic, filmed on remote devices and includes entertaining, human content. The power of the algorithm means that if your video makes it to enough “For You” pages, your business can be viewed by thousands of people, even if your following is only in the hundreds. Working out how to produce content that makes it onto the coveted “For You” page takes some practice, but with the help of TikTok’s business suite, as well as engagement with existing customers and collaborations with creators, the app offers a fantastic ability to grow and expand your brand.

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