TikTok’s algorithm gives small businesses an equal chance to reach a massive audience.
Small businesses thrive on TikTok thanks to an algorithm that rates each video independently. User engagement (likes, comments, shares, saves), watch time and relevant content are more important than the number of followers.
The platform’s system, which continually updates through billions of user interactions, tests each new video with 300 to 500 random users, before potentially showing it to a wider audience. This creates organic viral potential for small businesses.
Since 2024, TikTok 1.8 billion monthly active users spend an average of 53.8 minutes per day on the app, with the typical user opening it 19 times per day. The algorithm supports small business growth by removing traditional barriers to entry. You don’t need a massive advertising or subscription budget to find new customers.
With 50% of users making purchases after watching TikTok content, the platform offers largely untapped business growth opportunities through consistent and authentic content.
Tips for Leveraging TikTok for Business
Success on TikTok requires two key resources: time to post regularly and ideas worth sharing. Most small businesses need to spend 30 to 60 minutes a day creating content on the platform, whether it’s filming quick tips, answering customer questions, or tracking trends.
The platform prefers authentic, raw content over highly produced material. But beyond a smartphone and a basic filming setup, you’ll need a content strategy. Plan themes that highlight your expertise, products or company culture. Regular experimentation leads to better results. Small businesses that succeed on TikTok treat it like a learning laboratory, testing new approaches until they find one that works for their audience.
1. Post multiple times per day
The more often you post, the more likely you are to go viral. The TikTok algorithm evaluates many data points such as video replays, comments, shares, and likes to determine what content to promote. Aim for three posts per day to have a greater chance of virality, reach a wider audience and create a posting habit.
Streamline your process with planning tools and content templates. Create a content calendar to track themes and maintain variety. Shoot batches of videos when inspiration strikes to create a content buffer.
The impact on growth becomes more pronounced over time. The average brand posts around two videos per week or eight per month. But you’re not looking for average. Small businesses that post three times a day see five times more engagement overall than those that post weekly. Every video has new potential to reach new audiences, regardless of your account size or past performance.
2. Get Quick Feedback
TikTok provides immediate data on how your content is performing. If a video reaches 300 views, you know to adjust your approach. When a post gains traction, study its format to double down on what worked. Review your analytics daily to spot trends.
Volume publishing helps you quickly test different content styles and topics, learning from the results of each. Put the TikTok algorithm to the test. Track video styles, posting times, and topics that drive engagement. Use this data to refine future content decisions and eliminate what isn’t working.
This information shapes your entire marketing strategy. Understanding what resonates with your audience on TikTok often reveals broader marketing opportunities across all channels. The platform becomes your real-time market research tool.
3. Mix Business with TikTok Trends
Stay on top of TikTok trends while maintaining your professional message. When a sound (audio used in a video, which could be a song, a snippet of dialogue, a sound effect, or an audio clip) or challenge gains popularity, think about how you might adapt it to present your products or services.
Monitor the Discover page daily for trending sounds and hashtags. Save sounds that you might use later. Speed is key. The TikTok algorithm wants you to move quickly. Trends often only last a few days, so act quickly when you spot an opportunity that fits your brand.
Creating trend-based content helps you tap into existing viewer behaviors. Using popular audio or challenge formats, each trend represents an opportunity to reach potential customers. Focus on trends that you can authentically connect to your business.
4. Build your brand through stories
Share authentic stories about your professional journey, client successes, and behind-the-scenes moments. TikTok users looking for deep, authentic connections want to see short, memorable stories, which is why these perform better on the platform.
Break down your business story into bite-sized pieces. Each video should focus on a specific moment, lesson, or insight. The TikTok algorithm likes brief, easy-to-digest content that appeals to the shorter attention span of users, especially Gen Z. Create content series that quickly gain fans and become recognizable to followers .
Personal stories build trust and recognition. When viewers feel connected to your journey, they are more likely to remember and choose your business. Your challenges and victories are part of your brand’s appeal.
5. Leverage team creativity
Transform your TikTok account into an asset for your business by involving your entire team. Anyone can spot a video opportunity that takes minutes to capture and post. To understand the TikTok algorithm with the intensity that aberrant success requires, you’ll need the motivation of the entire team. Don’t skip this step.
Create simple guidelines for team contributions. Set ground rules on tone and content while leaving room for creativity. Having multiple content creators allows you to learn, especially when critiquing each other’s work.
Team involvement multiplies your content potential. Each team member brings unique perspectives and ideas, helping you connect with different audience segments. With multiple minds working on content strategy, your presence on TikTok goes beyond a strong asset, to become a reflection of your company culture.
6. Create great art
TikTok is on your side. He wants you to create good content and he will reward you for it. Unlike other platforms that reduce your organic reach, clutter your feed with ads, and hide your content from your followers, most activity on TikTok happens in the Discover tab. All you need to do is create quality content.
That makes sense. Quality content keeps people on the platform longer. In addition to the initial group of viewers (the 300 to 500 random accounts that act as “judges” of each post), TikTok’s algorithm takes into account several factors including video completion rate, engagement (likes, comments, shares), watch duration and use of trending sounds, hashtags or challenges.
Basic digital marketing metrics matter, especially on TikTok. If someone watches your entire video, is interested in it, watches it again and it’s current? Happy TikTok algorithm. Content goes a long way. Reduce your content to science. Line by line, second by second, split each video to assemble new ones with proven components.
Conclusion
TikTok’s algorithm gives small businesses an equal chance to reach a massive audience. Success comes from consistent posting, authentic content, and a willingness to learn from feedback. Start today and keep going. Your first viral video could happen quickly.