How to Create TikTok Content for Business That Gets Results
TikTok is a fast-moving platform where a short video can get millions of views and reach people all over the world. For a business, that reach is only useful if you know how to earn it and what to do with it.
In this guide we share the practices that help you create TikTok content that works, both organic (to build a community and engagement) and paid (to promote your brand or product at scale).
Find your goal
Start by defining the main goal. Do you want to build brand awareness, grow followers, or sell a specific product? A clear goal lets you match the content to what the viewer is looking for.
Learn TikTok culture
Engagement on TikTok requires an understanding of its culture: popular formats, trends and challenges. Once you know what the platform rewards, it is easier to fit into that world and catch the viewer’s attention.
Be creative and authentic
Creativity and authenticity are the currency here. Your videos should be original and have a clear character. Viewers reward fresh, funny and inspiring content, so bold ideas and a genuine tone usually beat polished corporate production.
Use music carefully
Music is the heart of TikTok. Be careful with licensed tracks on a business account, though. TikTok’s terms allow business accounts to use only the Commercial Music Library, and the platform does not take responsibility for legal consequences if a company uses a track it does not have a license for.
Use effects and filters in moderation
TikTok offers plenty of effects and filters that make content more attractive. We advise against overusing them. Sometimes less is more, and subtlety can be just as effective.
Follow trends and hashtags
Tracking current trends and using the right hashtags is key to reaching a wider audience. Working them into your content raises the odds of it being shown and shared.
Work with creators
If you have the option, consider collaborating with TikTok creators. Pick people who match your brand and values, so the collaboration feels authentic to their audience.
Reply to comments
Active communication with viewers matters. Reply to comments and take part in the conversation; that is how you build a relationship with your community.
Measure what works
By analyzing statistics such as views, interactions, shares and followers, you can adjust your strategy and get better results. For a business, though, the number that matters most is inquiries and sales, not views.
There are also specific video parameters worth keeping in mind so your video looks its best on TikTok.
Length up to 60 seconds
Although you can upload videos up to 10 minutes long, shorter content is easier for viewers to watch. Aim for videos up to 60 seconds that encourage people to watch to the end.
Video resolution
The minimum resolution that guarantees acceptable quality is 720 x 1280 pixels, but it is worth going higher and using 1080 x 1920 pixels.
Aspect ratio
TikTok supports several aspect ratios, but 9:16 (vertical) is the one to use.
File size
The maximum video file size is 2 GB. Make sure your video fits within that limit to avoid upload problems.
Caption up to 100 characters
If you plan to promote a specific video, keep the caption under 100 characters. Once a promoted video is published, you cannot change it, so think carefully about what to include in that short caption.
Remember that TikTok is a platform built for short, attractive content. Matching your content to these guidelines improves its chances of success and a wider audience. Use this popular platform to promote your brand or to create content people want to watch.
Experiment, have fun with the creative side and see what results TikTok can bring for your business.
Good content is half of the success on TikTok. The other half is getting it in front of the right people, and that is the job of paid campaigns. We describe how we set them up for service businesses on our TikTok ads management page.
What to do next with your TikTok content
The videos themselves are only half the way. If you want them to turn into inquiries, combine them with a campaign: a video proven organically gets a budget, and campaign data tells you what to film next. We break down dimensions, aspect ratios and safe zones in our post on TikTok ad specs, and the cost side is covered in how much TikTok ads cost.
If you are not sure whether TikTok fits your industry at all, start with TikTok for business. And if you would rather hand it to a team, see how we run TikTok advertising and book a free consultation.
