Entrepreneurs have already understood that they need to have a presence on social media and other platforms to connect with their audience and increase sales, and an excellent way to do this is through TikTok. To give you an idea of the platform’s power, a 2025 consumer trends report from Coefficient Capital and journalist Dan Frommer of The New Consumer newsletter pointed out that TikTok Shop has surpassed retail giants like Shein and Sephora in consumer preference in the US.
This year, TikTok tripled the performance of Black Friday 2023. According to the study, the platform has already attracted over 500,000 sellers in the US and reached $100 million in sales on what is considered the busiest day of the year.
“There are several companies, of different sizes, that have consolidated and multiplied their earnings thanks to TikTok. All with strategies much simpler than it may seem,” emphasizes Ana Clara Magalhães, senior acquisition manager at Ecommerce na Prática, the world’s largest e-commerce school.
She explains that people are used to the idea of starting a business and only then entering social media to attract customers. However, TikTok’s reach makes it possible to already consolidate an audience and generate desire for your product before the store even opens, and with low investment.
“It is possible to bet on showing the store creation process, the behind-the-scenes of the business, and the products you will sell, so you can already connect with the community before the launch. And, although not mandatory, you can still leverage this by using TikTok Ads, while creating a warm base for your performance strategy,” says Magalhães.
Next, she gives other tips to start using the tool in favor of your business. Check it out:
1. Get to know the platform
Each media platform has a different operation profile, and TikTok is quite unique in its reach potential because it values the story being told and not necessarily the author and their number of followers. With well-directed storytelling, it is possible to win consumers and advocates for your brand organically. This is because content delivery is different from other social networks, which rely more on your connections.
2. Find your community
TikTok was designed to understand interest signals and distribute content to groups of people who share those preferences. There, these groups are known as “communities,” such as booktok, for example. They do not always have a specific name, but all of them have behaviors and content models that are more consumed by people interested in that topic. Therefore, understanding your community will be essential to boost your sales on the platform.
To understand how your niche behaves within the platform, research content and communities using keywords that are most relevant to your business. This strategy will help you understand what your potential customers and brand advocates are consuming, engaging with, and discussing about the universe where your brand is placed.
3. Create native content
One of the biggest mistakes brands can make is simply repurposing content from other platforms without considering the peculiarities of TikTok. To create effective content on TikTok, it’s essential to understand the platform’s culture, which values authenticity and spontaneity. Forget about overly produced videos and focus on simplicity and genuineness – behind-the-scenes videos, narrating the day-to-day of your business, can be very well received, for example. Moreover, focus on speaking the community’s language, capturing attention quickly, and being engaging from start to finish.
4. Invest in influencer marketing
It’s not mandatory, but collaborating with content creators from your niche and complementary niches is a strategy that yields results. They act as spokespersons for your brand, expanding your reach, showcasing your product, and creating purchase desire among their followers. And this doesn’t just mean betting on big personalities; you can partner with smaller creators who have relevance within your niche, like UTAN store and Belas Garden do.
