Social media platforms come and go, but TikTok has defied expectations by becoming a long-term force in both digital culture and marketing. While it may still be perceived by some as a hub for trends, dances, or Gen Z humor, the reality is that TikTok has evolved into a full-fledged platform for discovery, consumer behavior influence, and brand visibility.
Your business needs a TikTok presence—not just because it’s trendy, but because it’s where your customers are spending their time and making decisions.
The Landscape Has Changed: Why TikTok Matters in 2025
TikTok isn’t just growing—it’s dominating. According to DataReportal’s 2024 Digital Trends Report, TikTok boasts over 1.5 billion monthly active users globally, with the average user spending 58 minutes per day on the app. This isn’t passive scrolling—this is intentional content consumption. And many of those users aren’t just looking to be entertained; they’re making purchase decisions, finding new brands, and engaging with businesses directly.
In contrast to platforms that rely on follower counts or ad spending, TikTok’s For You Page algorithm rewards relevance and engagement—meaning small businesses and startups can thrive alongside major brands.
1. Your Business Needs a TikTok Presence for Organic Reach
One of the most significant advantages of TikTok is its algorithm. Unlike Facebook or Instagram, where you often need to pay to get seen, TikTok can put your content in front of thousands—or millions—organically. A single video, even from a new account, can reach massive audiences if it’s engaging and relevant.
Whether you’re showcasing products, providing quick tips, or simply telling your brand story, TikTok offers a playing field where creative content beats big budgets. For startups or businesses with limited ad spend, this is a powerful opportunity.
2. Consumer Behavior Proves Why Your Business Needs a TikTok Presence
The purchasing journey has evolved, and TikTok plays a pivotal role in influencing buyer behavior.
- 49% of TikTok users said they’ve bought a product after seeing it on the platform (TikTok x Material Study, 2023).
- 79% of users report that content seen on TikTok has helped them discover new products or services they wouldn’t have otherwise found.
- Hashtags like #TikTokMadeMeBuyIt have billions of views and frequently go viral, driving enormous spikes in product interest.
This kind of influence isn’t just about visibility—it’s about trust and relatability. TikTok has a unique ability to build authentic connections between brands and consumers, often converting views into purchases faster than traditional channels.
3. Why Your Business Needs a TikTok Presence to Stay Culturally Relevant
TikTok is where internet culture is born and spread. Trends that start on TikTok often shape marketing campaigns, news coverage, and conversations on other platforms. Brands that ignore the platform risk falling behind—both in relevance and reach.
Whether it’s a trending sound, a visual format, or a meme, participating (authentically) in these movements helps your brand feel approachable and in touch. This matters deeply to younger generations, who value brands that engage with culture rather than broadcast over it.
4. You Don’t Have to Be Trendy to Be Successful
A major reason many companies hesitate is a sense of discomfort—“This isn’t our space.” But TikTok isn’t about forcing a personality that doesn’t fit. It’s about finding your voice and showing the human side of your business.
Here are just a few content types that work across industries:
- Behind-the-scenes operations
- Day-in-the-life content
- Customer Q&As
- Product use-cases or tutorials
- Staff features or brand stories
- Time-lapse transformations
Even serious industries like law, healthcare, and finance are seeing success with thoughtful, educational, and lightly humorous content that showcases expertise without trying to be something they’re not.
5. Step-by-Step Guide: How to Get Started If It Feels Odd
Getting started doesn’t mean becoming a full-time content creator overnight. Here’s a practical approach:
Step 1: Research Your Niche
Search for hashtags related to your business or product. Watch what successful creators or businesses in your space are doing. Take notes on:
- What format they use (voiceovers, direct-to-camera, text overlays)
- What topics get the most engagement
- How they interact with viewers
Step 2: Create a Content Calendar
Start with three posts per week. Mix content types—such as a product tip on Monday, a behind-the-scenes clip on Wednesday, and a light-hearted trend on Friday. Reuse content you already have by adapting it to short-form video.
Step 3: Engage Actively
Reply to comments. Comment on others’ videos in your niche. Use TikTok’s “stitch” and “duet” functions to engage with trending content. This kind of interaction is rewarded by the algorithm and helps build relationships with your audience.
Step 4: Track What Works
TikTok’s built-in analytics provide data on reach, engagement, watch time, and follower growth. Review these weekly to identify which video types and topics are resonating with your viewers.
Step 5: Keep Iterating
The more you post, the more you’ll learn what your audience responds to. Use this to refine your content strategy without feeling pressured to go viral.
6. Your Business Needs a TikTok Presence to Compete in a Mobile-First World
According to a 2024 Pew Research study, more than 64% of U.S. adults under 35 rely on mobile video content for product discovery. TikTok is built mobile-first, and its vertical format and quick pace make it perfectly suited for today’s consumption habits.
If your business isn’t present where people are looking, you’re invisible to them—regardless of how good your product or service might be.
7. Success Stories Show Why Your Business Needs a TikTok Presence
These brands embraced TikTok despite initial hesitations:
- BookTok revitalized the publishing industry, with some books seeing 300%+ sales increases due to viral videos.
- The Washington Post built an award-winning TikTok presence using humor and timely content to reach younger audiences with serious journalism.
- Scrub Daddy used TikTok to turn a simple sponge into a cultural icon, with videos that showcase creativity and unexpected uses.
Each of these brands found a voice that aligned with their identity, proving that TikTok isn’t just for influencers or entertainment—it’s for businesses that want to build relevance, trust, and visibility.
Final Thoughts: Why Your Business Needs a TikTok Presence Now
Waiting to “feel ready” is no longer a luxury businesses can afford. TikTok continues to shape consumer behavior, redefine marketing formats, and offer visibility that other platforms are slowly restricting behind ad spend. Whether you’re a small business or a national brand, your business needs a TikTok presence to connect, engage, and stay relevant.
Starting may feel awkward. But not starting at all could be the real mistake.
References
- DataReportal. (2024). Digital 2024 Global Overview Report. https://datareportal.com/reports/digital-2024-global-overview
- TikTok & Material. (2023). TikTok Made Me Buy It: Consumer Behavior Study. https://newsroom.tiktok.com/en-us/tiktok-made-me-buy-it-research
- Pew Research Center. (2024). Social Media Use in 2024. https://www.pewresearch.org/internet/2024/04/10/social-media-use-in-2024
- Influencer Marketing Hub. (2024). TikTok Marketing Statistics. https://influencermarketinghub.com/tiktok-marketing-statistics
- Business Insider. (2024). Scrub Daddy’s Rise Through TikTok. https://www.businessinsider.com/scrub-daddy-tiktok-marketing
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