Are you thinking about using TikTok in 2026 but unsure about how to use it for digital marketing strategies that boost your business? As the fifth most popular social media app worldwide, and its user base projected to reach 2.3 billion people by 2030, TikTok offers unparalleled reach for brands ready to connect with a massive, engaged audience.
With a median engagement rate of 1.73%, TikTok stands out in terms of engagement compared to other social media platforms. It’s clear that TikTok isn’t just for cute trends and viral dances - it’s a powerful marketing tool to showcase your brand, find new customers, and boost sales through creative storytelling and targeted advertising.
Signing up for a TikTok business account is free and gets you access to a ton of features like performance data, engagement and creative tools, and the ability to add your business contact information and website. There are also several options for business accounts, depending on what your goals are.
With major features like TikTok Shop, which offers in-app browsing and purchasing, this platform is emerging as a powerhouse in social commerce. An estimated 3 out of 4 TikTok users are likely to buy something while on the app, and TikTok Shop’s 2024 gross merchandise value was $33 billion, more than double the year before. Whether you’re launching TikTok marketing for your small business or scaling your enterprise, this platform offers powerful opportunities to connect with engaged audiences through creative, authentic content.
Read on for 6 powerful tips for creating a dynamic TikTok presence and turning viewers into paying customers.
Step 1: Set up your profile
When it comes to digital marketing, first impressions really matter - and TikTok is no different. Think of your TikTok business profile as a welcoming landing page where people can learn all about you and your brand, or easily hop over to your website or product page.
The elements of your TikTok profile that should be optimised are as follows:
- Username: Choose a memorable handle that reflects your brand and is easy to search for.
- Nickname: This is your display name — make it clear and professional, matching your business name.
- Profile Picture: Use a high-quality logo, brand image or professional headshot that’s recognizable at small sizes.
- Link: Add your website or landing page to drive traffic from your TikTok profile.
Step 2: Create a TikTok content strategy
Identifying your target audience
TikTok offers multiple unique opportunities for businesses to find their audience and enhance brand awareness through vertical video content. On average, users spend more time on TikTok than on any other social media platform, making it a prime opportunity for reaching your target audience quickly. TikTok’s audience is also made up of various demographics - almost 56% of its user base is male, and in terms of age groups, 17.3% of accounts belong to females aged 18–24, while 19.9% belong to males of that same age group, i.e., Gen Z.
Utilise social listening to identify trends, find competitors and understand what topics resonate with your target audience. Focus on the niches and subcultures related to your brand when researching audiences, and explore hashtags that align with your core audience. Your analytics dashboard will also give you a good idea of your audience demographics and which content performs the best.
Observe your competitors to see how they interact with their audience, and engage with other creators in your niche for greater brand visibility. Keep an eye on what users are commenting on your posts - the more active engagement TikTok sees from you, the more the algorithm will prioritize showing your content to wider audiences.
Creating engaging TikTok content
TikTok is a powerful engine where any vertical video content - no matter how big or small your following is - has the opportunity to reach a wide audience. The algorithm helps determine your video’s reach by looking at how much people engage with it through likes, comments, shares, and replays.
There are three ways your videos can be discovered on the platform:
- For You Page (FYP): TikTok’s main feed, where the algorithm recommends personalized content based on user engagement, interests, and behavior.
- TikTok Search: When users actively search for specific keywords, topics, or hashtags within the TikTok app to find relevant content.
- Google Search: TikTok videos can appear in Google search results, allowing users to discover your content through traditional web search.
With TikTok’s in-app editing tools, creators can easily produce and upload videos - even without prior video-making experience. The recommended video length is between 15 and 60 seconds, and for creators who want to do longer explainers, the max length of videos recorded on TikTok is 10 minutes, while uploaded videos can be up to 60 minutes.
Stay ready to jump on trends - they should be central to your TikTok strategy, as using trending content, hashtags, and audio with your own creative twist significantly increases your chances of going viral. Keep a close eye on your feed, as trends can shift as quickly as they emerge.
To boost visibility and increase the chances of being featured on the For You page, try creating videos with hooks that grab attention in the first few seconds. Adding a narrative arc can also make your content feel more authentic and engaging. Further elevate your creative process with resources and tools from the TikTok Creative Centre.
Some examples of high-impact content include:
- Dance + challenge trends
- Comedy skits
- ‘How-to’ + tip tutorials
- Product showcases
- User-generated content (UGC)
- Influencer partnerships
- Mini vlogs
Here’s a helpful tip: You can easily extend your reach by sharing your TikToks across multiple platforms. Feel free to post your TikTok videos as Instagram Reels, YouTube Shorts, and Pinterest Videos, and vice versa. This simple multi-platform approach helps you connect with more people without having to create brand new content for each channel.
Step 3: Leverage TikTok SEO
SEO matters because it doesn’t just ensure that your videos show up for your target audience, but it also helps TikTok understand what your content is all about. As a search engine, the difference between TikTok and Google is that TikTok search helps users find creators and brands they have never heard of. This means that the algorithm does not factor in follower count when it comes to SEO ranking.
Choose keywords based on what your audience is searching for - you can see terms pop up in the search bar thanks to TikTok’s autocomplete function. Incorporate them naturally throughout your video captions, on-screen text and profile info. Auto-generated captions are also a very useful tool for helping TikTok understand the subject of your video.
Research and implement hashtags in your content to boost discoverability, and focus on trending hashtags that align with your brand. Steer clear of hashtag stuffing as it will only harm your content’s ranking in the algorithm - it is better to stick to 3–5 hashtags per post for the best results.
The times you post on TikTok also factor into the TikTok algorithm SEO ranking - Hootsuite states that the best posting times for optimal engagement are Thursday morning (6 - 9 am) and Saturday midday (10 am - 6 pm). Take a look at the times your competitors posted their most popular videos and check for any patterns.
Keep trying out different strategies for a few weeks before finding what works for your TikTok. SEO is all about trial and error, so not every strategy is going to work for every brand.
Step 4: Utilize Ads on TikTok
No matter the size of your business or whether you’re running an agency, setting up an advertiser account and running ads on TikTok is a great way to get your content noticed. In a survey of small business owners using TikTok advertising, over half (51%) saw a positive return on investment (ROI). Plus, with all the helpful tools available on TikTok Ad Manager, it’s super simple for both beginners and experienced marketers to create and edit video ads, manage campaigns, find inspiration, and so much more.
Ads are effective for reaching not only Gen Z but also Millennials and Gen X, as these age groups regularly make purchases on TikTok. TikTok ads, like organic TikToks, also rely on trends for discoverability — fashion ads that leverage TikTok trends are 1.5x more likely to hook a user compared to ads that do not feature trends.
With the TikTok pixel, you can measure traffic on your website, track ad campaign performance, optimize your campaigns and discover new customers. Target ads based on specific audience demographics (age, gender, location), interests (their favourite niches, ie, make-up, fashion, sport, food) and behaviours (how they engage with creator categories, video categories or hashtags).
Types of Ads
The Ad types available for marketers on TikTok are as follows:
- In-Feed Ads: Video ads appearing in users’ For You feeds alongside organic content, where people can like, comment, and share, or click through to your landing page.
- TopView: First-impression ads appearing when users open TikTok, ideal for brands that want to immediately grab attention for new products, announcements or campaigns.
- Branded Mission: Collaborative campaigns where brands invite creators to produce content around specific themes or challenges, leveraging authentic creator voices at scale.
- Spark Ads: Boost organic content (yours or creator-generated with permission), with all engagement credited to your organic posts.
- Promote: A quick-boost tool that lets creators and businesses boost videos, carousels and Live streams to wider audiences with minimal setup, similar to Instagram’s promotion feature.
- Search Ads: Keyword-targeted ads in TikTok search results, reaching high-intent audiences actively seeking products or services (57% of users search on TikTok).
You can use call-to-action (CTA) buttons to encourage users to take specific actions like “Shop Now,” “Learn More,” or “Sign Up” — a great way to boost conversions from your ads. The button placement depends on your Ad Format, Buying Type, and Landing Page Type, and you might see it pop up at the bottom of the screen, in the comment panel, at the end of your video ad, or (for Spark Ads) right on your profile page.
With TikTok ads, you’re completely in charge of your daily budget with TikTok ads, and you’ll only pay for what really matters to you — namely, objectives, impressions, or conversions. Plus, TikTok has this super handy custom budget recommendation tool that helps you figure out the minimum budget you’ll need to stay competitive and get those impressions converting. TikTok suggests keeping your budget within a 50% range of what you spent before - this sweet spot helps you scale your spending while maximizing your results.
Quick FAQ
How do I start marketing my business on TikTok in 2026?
Create a TikTok Business Account for access to advertising tools and analytics. Define your target audience through social listening and analytics, and develop a content strategy with authentic, engaging short-form videos posted consistently. Use trending sounds, hashtags, and join relevant challenges. Capture attention in the first three seconds, as TikTok’s algorithm favors engaging content.
What type of content performs best on TikTok for businesses?
High-performing content includes dance and challenge trends, comedy skits, how-to tutorials, product showcases, user-generated content, influencer partnerships, and mini vlogs. Videos can be up to 60 minutes long, but should hook viewers in the first few seconds. You can repurpose TikTok videos as Instagram Reels, YouTube Shorts, and Pinterest Videos.
How does TikTok SEO work for business visibility?
TikTok SEO helps your videos appear for target audiences by using keywords in captions, on-screen text, and profile info. Use 3–5 trending, brand-relevant hashtags per post and enable auto-generated captions. TikTok’s search function helps users discover new creators and brands, unlike traditional search engines.
What types of TikTok ads are available for businesses in 2026?
TikTok offers In-Feed Ads (appearing in For You feeds), TopView (first-impression ads when users open TikTok), Branded Mission (collaborative creator campaigns), Spark Ads (boosted organic content), Promote (quick-boost tool), and Search Ads (keyword-targeted in search results). Over 51% of small businesses see positive ROI from TikTok advertising.
What is TikTok Shop, and how can businesses use it?
TikTok Shop enables businesses to sell products directly in-app. Users can browse, purchase, and complete payments without leaving TikTok. Businesses can create catalogs, tag products in videos, host live shopping events, and work with creators for affiliate marketing. This streamlines the journey from discovery to purchase, ideal for impulse buying and social commerce.
How can AI tools help with TikTok content creation?
TikTok’s Smart Split automatically clips, reframes, captions, and transcribes longer content into multiple short-form videos. AI Outline generates video titles, hashtags, hooks, and content structure based on your prompts or highly-searched topics. TikTok also offers AI-generated ads with automated video creation and engagement predictors.
How can small businesses compete with larger brands on TikTok?
TikTok’s algorithm prioritizes engagement over followers, giving small businesses equal viral opportunity. Focus on authenticity, niche content, and community. Respond to trends quickly, engage via comments and duets, collaborate with micro-influencers, use location hashtags, and highlight your uniqueness.
What TikTok analytics should businesses track for marketing success?
Track post views, profile views, likes, comments, shares, followers, demographics (gender, age, location), active times, trending videos, and watch time. Use A/B testing and Post Purchase Survey to understand customer discovery.
Step 5: Use AI on TikTok
As artificial intelligence continues to evolve, TikTok has embraced this exciting technology by introducing some really helpful AI-powered tools. Smart Split makes editing a breeze by automatically clipping, reframing, captioning and transcribing your longer content into multiple TikTok-ready short-form videos. This gives you more opportunities for wider visibility and viral potential.
AI Outline is another dynamic tool that helps you structure your content by generating video titles, hashtags, hooks and outlines — just input a prompt or pick a highly searched topic in Creator Search Insights. It gives you a clearer picture of how to organize your content and really helps spark your creativity.
TikTok also offers AI-generated ads to marketers. Its features include automated video creation from text templates, AI-powered avatars, and engagement predictors. Any ad needs can also be resolved through AI-powered assistance as well as real-time expert support. Additionally, TikTok has policies regarding creators posting content that has been either completely generated or significantly edited by AI.
Step 6: Monitor TikTok Analytics
Performance data shows you how well your TikTok content resonates with your audience and how effectively it holds their attention, making it easier to refine your strategy and create more engaging content.
Keeping track of how your campaigns are doing is also really important for making smart decisions about where to invest in ads. Use A/B testing across your campaigns, audience segments and ad placements to identify which strategies are working.
Some of the essential metrics you should be measuring on TikTok include:
- Post views: The total number of times your TikTok videos have been watched
- Profile views: How many times users have visited your TikTok profile page
- Likes: The number of likes your content has received from viewers
- Comments: The total count of comments left on your videos
- Shares: How many times your content has been shared by users
- Total Followers: The cumulative number of accounts following your profile
- Gender: The gender breakdown of your audience
- Age demographics: The age ranges of your viewers and followers
- Locations: The geographic regions where your audience is based
- Most active times: When your audience is most engaged on the platform
- Trending videos: Which of your videos are gaining the most traction and visibility
- Average watch time: How long viewers are watching your videos before scrolling away
TikTok also offers a fantastic tool called Post Purchase Survey that helps you understand when and how your customers discovered your business, so you can fine-tune your TikTok strategy even further.
Conclusion
If you’re looking to dive into TikTok for business marketing in 2026, you’re in for an exciting journey - especially if short-form video content is your thing. Whether you’re launching TikTok marketing for your small business or scaling your enterprise, this platform offers powerful opportunities to connect with engaged audiences through creative, authentic content. Whether you’re setting up and optimizing your profile, mastering TikTok SEO, exploring AI-powered advertising tools, or tapping into TikTok Shop’s social commerce features, there’s tremendous potential for reaching your target audience quickly and maximising your ROI.
Success on TikTok requires consistency, creativity, and data-driven decisions. When you take the time to really understand your audience, post regularly with content that’s optimized for success, and keep an eye on your analytics to fine-tune your strategy, you’ll see TikTok transform from just another social media app into a revenue generator for your brand. TikTok’s algorithm prioritizes authentic engagement over follower count, giving small businesses equal viral potential with the right approach..
Ready to transform your online presence and unlock the platform’s full potential for your brand? At Black Pug Studio, we specialize in crafting tailored digital marketing strategies that help businesses stand out in crowded online spaces.
Contact us today to discover how we can elevate your digital marketing game.
6 Essentials for TikTok Digital Marketing in 2026 was originally published in Creative by Black Pug Studio on Medium, where people are continuing the conversation by highlighting and responding to this story.
