Entrepreneurs have already understood that they need to establish 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 get an idea of the platform’s power, a 2025 consumer trends report by Coefficient Capital and journalist Dan Frommer from The New Consumer newsletter pointed out that TikTok Shop surpassed retail giants like Shein and Sephora in consumer preference in the U.S.
This year, TikTok tripled its performance compared to Black Friday 2023. According to the study, the platform has already attracted over 500,000 sellers in the U.S. and reached $100 million in sales on what is considered the busiest day of the year.
“There are many companies, of different sizes, that have consolidated and multiplied their revenue thanks to TikTok. All with strategies much simpler than they 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 joining social media to attract customers. However, TikTok’s reach makes it possible to already consolidate an audience and generate desire for your product even before the store opens, and with low investment.
“You can focus 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 even before the launch. And although it’s not mandatory, you can still enhance this by using TikTok Ads while building a warm base for your performance strategy,” says Magalhães.
Below, she shares other tips to start using the tool to benefit your business. Check them out:
1. Get to know the platform
Each media platform has a different operational profile, and TikTok is quite unique in its reach potential because it values the story being told rather than necessarily the author and their follower count. With well-directed storytelling , it’s possible to organically win consumers and advocates for your brand. This happens 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 these preferences. There, these groups are known as ‘communities,’ like booktok, for example. They don’t always have a specific name, but they all have behaviors and content models that are more consumed among people interested in that theme. Therefore, understanding your community will be essential to boost your sales on the platform.
To understand how your niche behaves on the platform, research content and communities using keywords most relevant to your business. This strategy will help you understand what your potential customers and brand advocates are consuming, engaging with, and talking about in the universe where your brand operates
3. Create native content
One of the biggest mistakes brands can make is simply reusing content from other platforms without considering TikTok’s particularities. To create effective content on TikTok, it’s essential to understand the platform’s culture, which values authenticity and spontaneity. Forget overly produced videos and bet on simplicity and genuineness—behind-the-scenes videos narrating your business’s daily routine can be very well received, for example. Additionally, focus on speaking the community’s language, capturing attention quickly, and being engaging from start to finish.
4. Bet on influencer marketing
It’s not mandatory, but collaborating with content creators in your niche and complementary niches is a strategy that delivers results. They act as spokespersons for your brand, expanding your reach, showcasing your product, and generating purchase desire among their own followers. And this doesn’t mean just betting on big personalities; you can partner with smaller creators who are relevant within your niche, as the stores UTAN and Belas Garden do.
