For years, small and medium-sized businesses have struggled with exorbitant marketing costs, watching large corporations dominate the advertising landscape while they could only watch from the sidelines. But TikTok is changing the game, offering smaller brands an opportunity to level the playing field.
The story of Julissa Prado, founder of Rizos Curls, serves as an inspiring example. Just a year ago, she was an ordinary TikTok user allocating most of her marketing budget to Instagram. When she recognized the platform's unique recommendation algorithm and its potential, she pivoted her strategy to focus entirely on TikTok. Today, two-thirds of her customers come from the short-form video platform.
"TikTok isn't where we have the most followers, but it's definitely where we get the most customers," Prado explained. This simple statement reveals the powerful marketing potential of TikTok.
TikTok: More Than Entertainment, a Marketing Powerhouse
According to data from Sensor Tower, TikTok consistently ranks as the most downloaded mobile app globally. It has evolved beyond an entertainment platform into a powerful search engine and shopping tool that subtly influences purchasing decisions.
The hashtag #TikTokMadeMeBuyIt has amassed over 34 billion views, demonstrating the platform's remarkable product promotion capabilities. A Deloitte report further confirms that an increasing number of consumers, including younger generations and even older demographics, are turning to social media for shopping, with TikTok emerging as a primary destination.
The Small Brand Advantage: Authenticity Wins on TikTok
Social media has long been celebrated for providing grassroots entrepreneurs with a fair competitive environment. When Julissa Prado launched Rizos Curls in Los Angeles in 2017 with limited funding, she relied heavily on social media for product promotion, enabling her to compete against well-funded corporate brands.
"The most creative people shine brighter than those with the biggest marketing budgets," Prado noted, encapsulating the essence of TikTok marketing. Independent social media consultant Rachel Karten observes that smaller brands like Rizos Curls perform exceptionally well on TikTok precisely because the platform's users highly value authenticity.
Karten notes that many small brands achieve significant results by focusing on creativity and authenticity in their video content. TikTok provides businesses of all sizes with an equitable platform for competition. Notably, even established brands are shifting away from polished advertising campaigns, instead adopting the more organic, relatable short-form video style popularized by smaller creators.
The Right Approach: Founders Engaging in Cultural Dialogue
Amy Liu, founder of beauty brand Tower 28, chose to collaborate with TikTok creators to market her products when she launched in 2019. According to graphic designer and TikTok marketing manager Boyce, brands that promote through the platform enjoy better customer retention because founders communicate directly with their audience.
"We're not just chasing trends; we're participating in a cultural conversation that changes daily," Boyce explained, highlighting the deeper purpose of TikTok marketing. Brands no longer maintain a distant, corporate image but instead integrate into users' lives, building genuine emotional connections.
A Practical Guide for Small Brands on TikTok
For small and medium-sized businesses looking to leverage TikTok for growth, consider these strategic recommendations:
- Identify your target audience: Develop a thorough understanding of your ideal customers, including their demographics, interests, and purchasing behaviors to create more targeted content.
- Develop unique content: Avoid overt advertisements and instead focus on creating engaging, valuable content that resonates with viewers, such as product tutorials, behind-the-scenes footage, or brand storytelling.
- Engage actively: Respond to comments and messages, participate in relevant discussions, and build relationships with your audience to enhance brand loyalty.
- Collaborate with creators: Partner with TikTok influencers whose brand values align with yours to expand your reach and attract potential customers.
- Analyze performance data: Regularly review analytics to identify successful content types and marketing approaches, allowing for continuous optimization of your strategy.
- Maintain consistency: TikTok marketing requires long-term commitment. Focus on consistently producing quality content and building trust with your audience rather than seeking overnight success.
In recent years, numerous small brands have achieved unexpected success through strategic TikTok marketing. For businesses looking to acquire new customers and expand their operations, TikTok presents an invaluable opportunity to thrive in the era of short-form video content.