4 Tips to make the most of TikTok in your online sales

Entrepreneurs have already understood that they need to be present on social networks and other platforms to connect with their audience and increase sales, and a great way to do this is through TikTok. To get an idea of the power of the platform, a 2025 consumption trends report from Coefficient Capital and journalist Dan Frommer, from The New Consumer, pointed out that the TikTok Shop outdid retail giants such as Shein and Sephora in U. S. consumer preference.

This year, TikTok tripled its performance on Black Friday 2023. According to the study, the platform has already attracted more than 500 thousand sellers in the US and reached US$100 million in sales on the day that is considered the highest movement of the year. 

“There are several companies of different sizes that have consolidated and multiplied their revenues thanks to TikTok. Everything with strategies much simpler than it may seem”, says Ana Clara Magalhaes, senior manager of acquisition of Ecommerce in Practice, the largest e-commerce school in the world. 

She explains that people are used to the idea of starting a business and only then joining social media to attract customers. However, the power of reach of TikTok makes it possible to already consolidate an audience and generate desire on top of your product before the store even opens, and with low investment.

“You can bet on showing the process of creating the store, the backstage of the business and the products you will sell, so that you can already connect with the community even before the launch. And, although it is not mandatory, you can still leverage this using TikTok Ads, while creating a warm foundation for your” performance strategy, says Magalhaes.

The following gives other tips to start using the tool for your business. Check:

1. Know the platform

Each media platform has a different profile of functioning, and TikTok is quite unique in its potential reach because it values the story being told and not necessarily the author and his number of followers storytelling well-targeted, 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 signs of interest and distribute the content to groups of people who have these preferences in common. There, these groups are known as “communities”, as booktok, for example. They do not always have a specific name, but all have behaviors and content models that are most consumed among people who are 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, search for content and communities using the keywords that have more to do with your business. This strategy will help you understand what your potential customers and brand advocates are consuming, engaging and talking about the universe where your brand is inserted 

3. Create native content

One of the biggest mistakes brands can make is simply reusing content from other platforms, without considering the particularities of TikTok. To create effective content on TikTok, it is essential to understand the platform culture, which values authenticity and spontaneity. Forget about the super produced videos and bet on the simple and genuine behind-the-scenes videos, which narrate the day-to-day of your business, can be very well received, for example.In addition, focus on speaking the language of the community, capturing attention quickly and being engaging from start to finish. 

4. Bet on influencer marketing

It is not mandatory, but working in partnership with content creators in your niche and complementary niches is a strategy that gives results. They work as spokespersons for your brand, expanding your reach, showing your product and generating the desire to buy among their own followers. And this does not mean just betting on great personalities; you can close partnerships with smaller creators, but that have relevance within your niche, as the UTAN store and Belas Garden do.