TikTok is a popular short-form video app that allows users to create and share 15-60 second videos. It was launched in September 2016 in China under the name Douyin, and later introduced to the international market in August 2018 after merging with the app Musical.ly. TikTok quickly gained immense popularity and as of December 2022, it has over 1 billion monthly active users globally (Source: https://backlinko.com/tiktok-users).
TikTok’s growth has been staggering. According to DemandSage, TikTok gained over 500 million new users in 2020 amid the COVID-19 pandemic as people turned to the app for entertainment while stuck at home (Source: https://www.demandsage.com/tiktok-user-statistics/). It’s currently one of the most downloaded apps worldwide and continues to cultivate interest from users across different demographics.
A key part of TikTok’s appeal is its algorithm that analyzes user behavior to serve up a customized “For You” feed full of short, entertaining videos. The app has also been praised for its tools that make creating content easy and fun. Overall, TikTok has tapped into viral short-form video content, earning its place as a cultural phenomenon and one of the defining social apps of its generation.
Personal Accounts
Personal accounts are the default account type on TikTok. They are intended for general users who want to post videos for fun without monetizing their content.
Some key features of personal accounts include:
- Posting videos up to 10 minutes long
- Gaining followers and liking/commenting on others’ videos
- Using all basic TikTok editing features like sounds, effects, etc.
- Appearing on the main “For You” feed where videos can go viral
- Analytics limited to basic metrics like profile views, likes, comments, shares
Personal accounts are best suited for teens and casual users who want to participate in trends and challenges. They don’t offer monetization options or access to more advanced analytics. Public figures who don’t rely on TikTok for income may also opt for personal accounts.
According to TikTok (source), these accounts are appropriate for general content creators as well. However, serious content creators often upgrade to business accounts for additional features.
Business Accounts
Business accounts on TikTok allow brands, businesses, creators, and publishers to utilize professional tools and features. According to TikTok’s support page, some of the key features of a TikTok business account include:
- Analytics – View data and insights about your account’s videos, followers, and traffic.
- Advertising – Create and manage advertising campaigns directly within TikTok.
- TikTok Creator Marketplace – Connect with brands looking to sponsor creators.
- Multi-User Access – Add team members to help manage your account.
Business accounts also gain access to TikTok’s Business Suite which includes TikTok Ad Manager, Creator Tools, and Insights. With a business profile, you can promote shoppable products directly within your TikTok videos. Overall, business accounts are designed for brands, businesses, creators, publishers, and advertisers looking to grow their presence and maximize their marketing capabilities on TikTok (Source: https://ads.tiktok.com/help/article/tiktok-business-account-features?lang=en).
Content Types
The types of content allowed on TikTok depend on whether the account is personal or business. Personal accounts can post a wide variety of content as long as it adheres to TikTok’s Community Guidelines. This includes videos featuring dancing, comedy skits, lip-syncing, animals, travel, cooking, and more. However, personal accounts are not intended for direct promotion of businesses or driving of sales.
Business accounts have more flexibility for promotional content but still must follow the guidelines. Business accounts can directly promote their products, services, brands and campaigns through video content, without the limitations imposed on personal profiles. They can produce branded content, behind-the-scenes footage, demonstrations, testimonials and educational content relating to their business. However, blatant ads purely intended as marketing messages are prohibited. Business accounts must focus on creating entertaining and engaging branded content that provides value.
Both account types prohibit content that is illegal, dangerous, hateful, sexually explicit, harassing, or otherwise harmful. Rules around nudity, firearms, alcohol, and regulated goods also apply universally across TikTok. Overall, the platform aims to enable creative expression while maintaining a safe environment.
Analytics
One of the biggest differences between personal and business accounts on TikTok is the analytics and insights available. Business accounts have access to more advanced analytics features that provide valuable data and metrics. This includes demographic information, video performance analytics, audience engagement analytics, and more in-depth insights.
For example, business accounts can view analytics on traffic sources – seeing how viewers are finding your content through searches, hashtags, etc. They also get data on audience retention, measuring how long viewers watch videos on average. Personal accounts only get basic metrics like views, likes and comments. Business accounts allow creators and brands to better understand their audience and optimize content strategies.
As noted in the TikTok Creator Portal, “Business Accounts unlock more analytics features, like demographics and account diagnostics, to help you better understand your audience and the performance of your TikTok presence.” https://www.tiktok.com/creators/creator-portal/en-us/getting-started-on-tiktok/tiktok-business-vs-personal-account/
Advertising
Business accounts on TikTok have access to a variety of advertising options to promote content and reach new audiences. Through TikTok’s Ads Manager platform, businesses can create ad campaigns and utilize different ad formats like In-Feed Videos, Brand Takeovers, and TopView.
Some key advertising capabilities with a TikTok business account include:
- Targeting options – Target ads based on user demographics, interests, behaviors, and more.
- Automated bidding – Leverage automated bidding strategies to optimize campaigns.
- Creative tools – Create engaging video and image ads right within Ads Manager.
- Conversion tracking – Track actions taken on your website after people see or interact with your ads.
- Audience insights – Gain insights into your audience and how people are engaging with your ads.
Having access to TikTok’s advertising tools allows businesses to promote their brand, drive site traffic, increase product sales, and achieve key marketing objectives. The platform provides a unique opportunity for brands to connect with the highly engaged TikTok audience.
For more information, businesses can visit TikTok’s Ads Manager to get started with advertising.
Monetization
TikTok offers several ways for creators to monetize their accounts and earn money directly from the platform:
The TikTok Creator Fund allows popular creators to earn money from their videos. To join the fund, you need at least 10,000 authentic followers and 10,000 video views in the last 30 days. TikTok will review your account and content. If approved, you can start earning based on the number of video views (Source).
TikTok LIVE allows creators to earn monetary gifts from viewers during live streams. Fans can purchase digital coins to send to their favorite creators. TikTok shares the revenue with creators after deducting commissions (Source).
The TikTok Creator Marketplace connects brands with influential creators to sponsor branded content. Creators can earn money by collaborating with brands on sponsored campaigns and videos (Source).
Audience
TikTok has a wide and diverse audience. According to Backlinko, as of October 2023, 49.2% of TikTok users worldwide were women, while 50.8% were men. The platform is particularly popular among younger users, with around 41% of users aged 16-24. However, older demographics are also actively using TikTok, with 29% of users aged 25-34 and 13% aged 35-44.
When considering a personal versus a business account, it’s important to think about your target audience and how best to reach them. Personal accounts tend to attract a younger crowd looking for entertaining short videos. Business accounts have tools to analyze audience demographics and can target ads to reach a broader, more diverse set of users. Tailoring content to your audience and leveraging analytics can help maximize engagement with the right viewers.
Verification
To get a verified badge on TikTok, you need to meet certain criteria and apply through TikTok’s official verification request process. According to TikTok’s support page, verification is currently only available for notable public figures, celebrities, brands, and organizations. Individual users are not eligible for verification at this time.
To qualify, you must be able to provide documentation proving your identity and your account must represent an authentic presence for a real entity. TikTok reviews accounts case-by-case to determine verification eligibility.
To request verification, you can submit a request through the TikTok app or TikTok’s website. In the app, go to your profile, tap the menu icon, select Settings > Verify account. On TikTok’s website, you can submit a verification request at https://www.tiktok.com/legal/report/verification. You will need to provide details about your identity and account.
The verification process can take time and not every request will be approved. TikTok states that an account must continue to adhere to community guidelines even after verification. The blue verification badge can be removed at any time if TikTok finds the account no longer meets the criteria.
Choosing Account Type
The main factors to consider when choosing between a personal and business account on TikTok are the intended use, need for analytics, advertising plans, and desire for account verification.
Personal accounts are best suited for casual users who want to follow trends, connect with friends, and share videos just for fun. These accounts have basic analytics available but lack the detailed metrics and audience insights of business accounts. Personal accounts also cannot run advertising campaigns or access certain monetization features.
Business accounts are preferable for brands, businesses, creators, and public figures seeking to grow a following, promote themselves or products, and monetize their presence. These accounts provide robust analytics on content and audience, enabling better optimization. Business accounts can also run ads, unlock branded content opportunities, use creator tools, and get verified for increased visibility.
Generally, if you simply want to participate on TikTok for entertainment, a personal account works fine. But those pursuing marketing, business objectives, influencer collaborations, or monetization should use a business account for the additional functionality and credibility it brings.
