TikTok is a popular short-form video app that has over 1 billion monthly active users globally. Brands and businesses can create a TikTok Business account on the platform to help manage and grow their presence. According to TikTok, a business account provides additional analytics, advertising options, content tools, and monetization features compared to a standard personal account. With a business profile, brands can promote products, engage audiences, collaborate with influencers, and track performance of videos and ads. As TikTok continues its rapid growth, many brands are considering whether to create a dedicated business account to leverage the platform’s marketing opportunities.
Increased Exposure
One of the biggest benefits of switching to a TikTok business account is increased exposure and reach. TikTok’s algorithm favors business accounts by giving them a boost in distribution and views.
When you convert to a business profile, TikTok’s algorithm recognizes you as a commercial brand rather than a personal account. This signals that your content will be higher quality and valuable to users.
As a result, TikTok will begin sharing your posts with a wider audience by pushing them into the “For You” feeds of more users who are likely to find your content relevant and interesting. This expanded distribution translates into more views, likes, comments, and overall engagement.
Many businesses and creators have reported major growth in followers and engagement after switching to a business profile. The algorithm boost is significant and makes it much easier to build an audience organically on TikTok with a business account.
Analytics and Insights
One of the key benefits of switching to a TikTok business account is gaining access to TikTok’s analytics dashboard. The analytics provide detailed insights into your account’s growth and content performance that can help guide your TikTok marketing strategy.
With a business account, you can view analytics on your posts including impressions, reaches, likes, comments, shares, video views, followers gained, etc. You can segment data by specific posts as well as time periods to analyze trends and growth over days, weeks or months (TikTok Business Account Features).
The analytics also allow you to gain audience insights to better understand who your followers are. This includes data on age, gender, geographic location, device, traffic sources, followers’ interests and more. You can view both current and historical data to see how your audience changes over time.
Having access to these analytics and being able to track performance is invaluable for brands, influencers and creators looking to refine their TikTok marketing approach, create better performing content, and grow their accounts (4 TikTok Analytics Tools That Do the Math for You).
Advertising Options
One major advantage of switching to a TikTok business account is gaining access to powerful advertising options to get your content in front of more viewers. TikTok provides two main paid advertising formats for brands:
Promoted Posts
Promoted posts allow you to boost the reach of your regular TikTok videos by showing them to more users who may be interested in your brand. You can target your promoted posts by interests, demographics, devices, and more. This gives you the ability to get your content seen by your ideal audience.
Promoted posts are a great way to expand your organic reach and build awareness. The more people that see and engage with your videos, the more TikTok’s algorithm will start recommending you organically as well. Promoted posts can be a key driver of growth.
Brand Takeovers
Brand takeovers allow you to display an image or short video ad when the app first opens. This grabs attention and provides huge brand exposure, especially if you promote the takeover ad to align with key events or product launches.
Brand takeovers on TikTok allow for creative and eye-catching ads that users will clearly associate with your brand when launching the app. It’s an immersive ad experience that leads to strong brand recall.
Utilizing TikTok’s paid advertising options allows brands to supplement their organic content with extra reach when needed. The precise targeting and full-screen creative options give great flexibility.
Creators Marketplace Access
Having a business account gives you access to the TikTok Creators Marketplace https://creatormarketplace.tiktok.com/. This is a platform that allows you to connect directly with influencers and content creators to potentially collaborate on branded content campaigns. With a business account, you can directly contact and negotiate pricing and content details with creators. This provides a powerful tool for brands looking to leverage TikTok creator talent to promote products and services. The Creators Marketplace provides a centralized hub to discover, vet, and collaborate with creators that match your brand’s goals and target audience.
Monetization Features
TikTok offers several ways for creators to monetize their content and make money from their accounts. Some of the main monetization features include:
Gifting – Fans can purchase virtual gifts and send them to creators during live streams as a way to show support and appreciation. When a fan sends a gift, the creator receives a portion of the gift value. Gift values range from a few cents to over $100.
Tips – Viewers can send direct tips and donations to creators through TikTok LIVE using third-party services like PayPal, Venmo and CashApp. This allows fans to directly compensate creators.
Ecommerce Links – Creators can add shoppable product links in their TikTok bios and videos, enabling viewers to easily purchase featured items. TikTok has partnered with major ecommerce platforms like Shopify so creators can seamlessly integrate shopping.
According to TikTok’s support page, these monetization features allow creators to turn their passions into livelihoods and meaningfully interact with supporters.
Brand Account Benefits
One of the main benefits of switching to a TikTok business account is having more control over your brand image and messaging. According to Sprout Social, business accounts allow you to customize your profile and content to align with your brand. This includes options like adding branding elements to your profile photo and video thumbnails, using branded hashtags and stickers, and connecting your website and social media profiles.
With a consistent brand presence across all touchpoints, you can build familiarity and trust with your audience. Business accounts also give you access to professional commenting tools to manage communication with followers. Overall, the business account settings empower brands to shape a cohesive identity and experience on TikTok.
Time Investment
One potential downside of a TikTok business account is the additional time investment required to produce high-quality branded content. According to TikTok’s business account registration guide, it can take 1-5 business days for a business account request to be approved. Once active, consistently posting engaging videos that represent your brand well takes time and strategic planning.
Unlike regular TikTok users who can post more spontaneous and casual videos, business accounts need to plan content calendars, get video editing and graphics support, write captions optimized for search, and more. While the increased reach and branding of a business profile is advantageous, the time investment required for branded content production could be a drawback for some companies with limited marketing resources.
Content Restrictions
One potential downside of using a TikTok business account is that TikTok’s Community Guidelines may limit certain types of branded content and promotions. TikTok has strict rules against posting “misleading content” or content that engages in “deceptive practices.” Brands need to follow TikTok’s Branded Content Policy and properly disclose paid partnerships and sponsorships.
In addition, some types of businesses, products, and services are restricted or prohibited by TikTok’s advertising policies. For example, TikTok bans advertising related to adult content, gambling, firearms, alcohol, and other regulated goods and services. Brands in these industries may have limited options for promotion on TikTok. Overall, brands should carefully review TikTok’s guidelines and policies to ensure their content and advertising comply with restrictions.
Is It Right For Your Brand?
Before deciding if a TikTok business account makes sense for your brand and business goals, it’s important to consider your target audience, content strategy, and available resources [1].
If you’re trying to reach a Gen Z audience, having a presence on TikTok could be highly beneficial. The platform skews young, with over 60% of TikTok’s active users being between the ages of 10 and 29 [2]. A business account allows you to maximize your reach and better understand your audience.
However, creating quality short-form vertical video content requires dedication. Consider if you have the resources to consistently produce engaging TikToks. While organic growth is possible, investing in paid advertising may be needed to fully capitalize on TikTok’s potential.
Evaluate your goals before committing to a TikTok business account. It can complement an existing social media presence but may not be the right fit for every brand’s objectives. Weigh the benefits against potential drawbacks to determine if it aligns with your overall marketing strategy.
