TikTok for Business: How to Use TikTok to Grow and Sell More
Este artigo faz parte do tópico: Gestão de Redes Sociais
TikTok is the fastest-growing short video platform in the world, with over 1 billion active users. For businesses, it offers something that no other network can today: real organic reach. A brand new profile can reach thousands of people with the right first video — without needing followers, without paying for ads.
How does the TikTok algorithm work?
TikTok distributes content based on interest, not followers. Each video is first tested on a small group. If retention is high, the algorithm gradually expands the reach — until it reaches millions of people if the content is relevant. This means that any business can grow on TikTok from the first video, without needing a built follower base.
Which businesses are most successful on TikTok?
- Food and restaurants: behind-the-scenes videos, recipes, and preparation processes have huge reach
- Beauty and aesthetics: before and after, tutorials, and product demonstrations
- Fashion and retail: looks, hauls, and unboxings generate desire and buying impulse
- Services and consulting: quick tips and education about your niche build authority quickly
- Real estate: property tours have high engagement and attract qualified buyers
How to set up a TikTok Business account
Having a Business account on TikTok gives access to exclusive features for companies:
- Download TikTok and create a personal account, or use an existing one
- Go to Settings and Privacy → Manage account → Switch to Business account
- Choose your business category
- Fill in the bio with a clear description, website link, and contact email
- Access the TikTok Business Center to set up tracking pixels and ad campaigns
The Business account loses access to some copyrighted audio, but gains complete analytics, the commercial sound library, and access to TikTok Ads Manager.
How to create content that works on TikTok
1. The first 3 seconds decide everything
If the first 3 seconds don’t capture attention, the user leaves — and the algorithm interprets this as a negative signal. Start with a striking statement, a question that generates curiosity, or a surprising image. Avoid long introductions.
2. Authenticity beats production
On TikTok, videos recorded on a cell phone, with a real store or office background, outperform million-dollar productions. The platform’s language is real, spontaneous, and direct — a huge opportunity for small businesses without a production budget.
3. Use trends strategically
Using trending audio increases the video’s distribution. But adapt the trend to your brand organically — forcing a trend unrelated to your business harms credibility and niche authority.
4. Post frequently
On TikTok, volume matters. The recommendation is to post at least 1 video per day at the beginning — this gives the algorithm enough data to understand your niche and distribute your content to the right audience.
5. Engage in the comments
Responding to comments — including creating response videos — feeds the algorithm and builds community around the brand. Questions in the comments often turn into the most successful videos on the channel.
Hashtag and sound strategy on TikTok
Hashtags on TikTok help the algorithm categorize content. Use between 3 and 5 hashtags per video, combining:
- 1 or 2 specific niche hashtags (e.g., #digitalmarketing, #seoforbusiness)
- 1 or 2 broader category hashtags (e.g., #marketing, #business)
- 1 trending hashtag when relevant to the content
Trending sounds organically amplify reach. Access TikTok’s sound library, filter by “Trending,” and choose audios with over 10,000 associated videos — these are the ones the algorithm is prioritizing at the moment.
TikTok Ads: how to advertise on the platform
- In-Feed Ads: appear in the feed as native videos. They work when they follow the platform’s organic language
- TopView: appear when opening the app. High impact for launches and brand awareness campaigns
- Spark Ads: boost an existing organic post as an ad — combining authenticity with paid reach
How much does it cost to advertise on TikTok?
TikTok Ads has a minimum investment of R$ 50 per campaign and R$ 25 per ad group per day. The average CPM (cost per thousand impressions) in Brazil ranges from R$ 15 to R$ 40, depending on the audience and targeting. For local businesses, Spark Ads — which boosts an organic post that is already performing — is the most efficient entry point.
TikTok in Brazil: data and opportunities
Brazil is the third-largest TikTok market in the world by number of users. Over 82 million Brazilians use the platform monthly, with an average session time of 95 minutes per day. Categories with the highest growth on TikTok Brazil in 2025:
- Food and cooking
- Health, aesthetics, and wellness
- Financial education and entrepreneurship
- Humor and entertainment
- Fashion and lifestyle
The majority of small and medium-sized Brazilian businesses are still not on TikTok — which represents a real window of opportunity before the channel saturates like Instagram.
Metrics that matter on TikTok for businesses
- Complete view rate: above 30% is very good — indicates that the content holds attention until the end
- Share rate: a strong signal to the algorithm that the content is relevant and worth spreading
- Clicks on the bio link: shows how many people moved further down the conversion funnel
- Follower growth per video: indicates if the content converts views into audience
TikTok or Instagram? Why not both?
Use TikTok as a discovery engine — high organic reach, new audiences — and Instagram as a nurturing and conversion platform. Content created for TikTok can be adapted for Reels on Instagram, maximizing the return on each video produced without doubling the creation effort.
Frequently asked questions about TikTok for businesses
Does TikTok work for B2B companies?
Yes, especially for building authority and brand recognition. B2B companies that educate the market with quick tips and professional behind-the-scenes build reputation and attract indirect leads. LinkedIn is still more effective for direct B2B prospecting, but TikTok complements well for top of the funnel.
Do I need to appear in the videos?
Not necessarily. Videos with product demonstrations, tutorials with voiceovers, before and after, and behind-the-scenes content without a human face perform well. However, videos with a person speaking have a higher retention rate — the human face creates an emotional connection that the algorithm values.
How long does it take to grow on TikTok?
With a frequency of at least 5 videos per week and content aligned with the niche, it is possible to reach the first 1,000 followers in 30 to 60 days. Accelerated growth happens when a video “blows up” — which can happen at any moment regardless of the channel size.
Want to implement TikTok in your strategy?
Focofy develops integrated social media strategies that combine TikTok, Instagram, and other platforms according to your business goals.
Talk to Focofy and create a presence on TikTok that generates real customers.
