TikTok means business

Let's talk about TikTok.
 
And, no we don’t mean the remorseless passage of time reminding us of our ever-diminishing mortal span.
 
We mean the social platform that’s quietly (or maybe not so quietly) become a search engine of choice for younger audiences.
 
Gone are the days of lockdown dances (or though there’s still a bit of that tbf). TikTok has evolved into a powerhouse, changing the way people find information and discover brands.
 
And if you’re not already using TikTok for business, here’s why you should be.
 
TikTok is the new Google
 
Once upon a time, if you wanted to find a new restaurant, the best skincare product or a distressingly simple why didn’t I think of that before productivity hack, you’d turn to Google.
 
Now though, Gen Z is asking TikTok instead.
 
The yoof want quick, visual answers rather than scrolling through pages of articles. And with TikTok serving up snappy, digestible content in seconds, it’s becoming the go-to for search-based discovery.
 
Whether it’s "best coffee shops in Scunthorpe", "how to style a blazer" or "ways to boost engagement on social media", TikTok’s search function delivers results in the form of real people offering genuine insights.
 
For businesses, this means you can get found without even needing to rank on Google thanks to TikTok’s algorithm, which doesn’t require you to have an established follower base. Put simply, you can rack up mad numbers, with very few followers.
 
So, if your brand isn’t tapping into TikTok’s search power then, you’re already lagging.
 
It’s good for SEO
 
Before SEO purists start hyperventilating, let’s clarify – TikTok isn’t replacing Google’s search engine yet. But it is heavily influencing search behaviour.
 
And Google itself has acknowledged that nearly 40% of Gen Z prefer searching on TikTok over Google Search or Google Maps. And here’s the kicker – Google now indexes TikTok videos in its search results. That means your TikTok content can show up on Google when someone searches for the relevant query.
So, if you’re optimising your TikTok videos with the right keywords, hashtags, captions etc etc, you’re not just putting yourself in front of TikTok users – you’re making yourself more visible on Google too.
 
Viral potential creates an unmatched potential audience reach
 
“Let’s make it go viral” used to be a term marketers hated to hear – as it was just an empty buzzword chucked around by people without the first clue about marketing. And there was good reason, as, ordinarily, posting a reel on Instagram might see you hit a few thousand views if you’re lucky, and if you’ve created some decent content.
 
On TikTok though, virality is much more achievable. One well-crafted (and not necessarily polished) video has the potential for millions of views overnight even if you’re not a well-established account. The TikTok algorithm is a thing of beauty and deep, deep mystery. Unlike other platforms that prioritise people you already follow, TikTok serves content based on interests and engagement – which means if you’re posting good stuff, your business can genuinely go from unknown to viral sensation.
 
For businesses, this means you don’t need a huge following to get noticed. Instead, focus on high-quality, engaging and relevant content, and let the algorithm work its magic. Of course, having said that, there’s no guarantee of going viral – but the odds are much more likely.
 
It’s not just for dance trends
 
TikTok really came to the fore during lockdown when everyone had time on their hands to dance. But if you’re still under the impression that TikTok is just for Gen Zers lip-syncing to Taylor Swift or families having a crack at some elaborate two-step routine then you’re missing out on a huge opportunity.
 
Businesses across industries – from hospitality, retail, finance and even law firms – are using TikTok to educate, engage and convert customers.
 
But what content can you put out there? Well, basically all sorts, but things such as behind-the-scenes content, where you show off the humans behind your brand; how-to videos, with quick, digestible tutorials (these tend to perform brilliantly); user-generated content, where you’ve encouraged customers to share their experience; industry insights and tips to position yourselves as experts in your field; or product reviews and demonstrations, where people get to see things in action, are great places to start.
 
You don’t need to bust out a viral dance routine – you just need to create authentic, valuable content that speaks to your audience.
 
Community engagement like no other
 
Unlike Instagram and Facebook, where engagement can sometimes feel like shouting into the void, TikTok thrives on interaction. The comment section alone is a goldmine for brand-consumer conversations, with savvy brands using it to respond to customer queries in a fun and engaging way. You can even turn comments into video replies, while also jumping on trending topics to stay relevant and keep the conversation going.
 
The more engagement you generate, the more the algorithm favours you, so, getting in on the comment game can really up the TikTok magic.
 
Get on TikTok before your competitors do
 
The bottom line is that TikTok isn’t just an entertainment app – it’s a genuine business tool.
 
From boosting search rankings to reaching entirely new audiences, it’s potential is that of an untapped marketing goldmine for those brands that are willing to embrace it.
 
So, whether you’re a small business looking to drive awareness or a well-established brand wanting to stay ahead of the curve, TikTok needs to be in your marketing strategy.
And if you’re still not convinced, you could always just ask TikTok. Search "why should my business use TikTok?" and see what the algorithm serves up.