Getting Started with TikTok for Small Businesses

Watch the latest episode of Ecwid Ecommerce. This week we brought in Hahney Yo, Director of Product Marketing at TikTok. You discover what makes TikTok so special and how small businesses can use the platform to expand their reach.

The world of TikTok

TikTok is a place where short videos reign supreme. It also has more than a billion users globally. TikTok content divides the difference between entertainment and educational content, with creators using the platform to discuss everything from food, music and sports to more niche topics like Victorian fashion or frogs.

In other words, TikTok is a place for content about anything and everything you might be interested in, from keeping up with the latest news to relaxing with ASMR videos.

TikTok is all about making things Fun – including educational content. The platform personalizes video recommendations over time and adapts them to your interests, allowing its users to get up close and personal with content that truly resonates with them.

The platform is built on short form Video clips (up to three minutes in length) with accompanying music. In fact, music is such an integral part of the application that it is a searchable feature in videos.

Business accounts on TikTok

In addition to personal accounts, you can use TikTok to open a business account to help boost your growing side business or retailer. But don’t be fooled by the name, business and personal accounts should be neat.

Not sure you have a great idea for some business related TikTok content? Don’t be afraid to start simple. Complexity can come with time, and inspiration can come along the way. In the meantime, don’t miss out on being a part of hashtag trends like #TikTokMadeMeBuyIt!

Tik Tok creates a “for you” experience for its viewers, which can include great products, provided by experienced sellers who want to highlight the things they are selling in a personal way.

What videos should you make

Interactive videos can be a great way for store owners to participate in TikTok without having to create detailed videos.

Following popular videos can create opportunities and allow you to participate in viral trends.

You can show how your product is used, or show interesting people who use it. Just keep it authentic and elegant.

Ecwid merchants can participate in all of the above to build brand awareness! Just remember to make TikToks, not ads. The goal is to harness the power of connecting with people organically. Just start creating videos and you will find out how popular the basic video formats are.

You can also boost your most popular videos to make them act like ads. But remember that you should always be motivated to engage content first.

The quick way to creating your own videos is to watch what other people are doing, and then imitate what resonates with you. And to remember, more is more: get in the habit of making TikTok videos, even if you’re not sure they’ll perform well. Keep sharing more about who you are and how you help people, and success will surely follow.

Shop TikTok

TikTok Shopping is available in beta and eligible for select US and UK merchants.

From your dashboard, go to the TikTok page, which will allow you to connect pixel tracking for effective ads. You will also find a TikTok Shopping feature there, which allows you to sell directly through your TikTok account.

TikTok is a thriving platform, so don’t miss the opportunity to participate and promote yourself there.

Useful links mentioned in this podcast:


  • TikTok is one of the most interesting content platforms, and we have a scope very involved public. So what is TikTok: When you open your phone, you go to the TikTok app, you’ll see the videos play automatically and you’ll scroll through something we call the For You page, which looks different for everyone. It’s a great place where you can see what people all over the world are doing. My favorite thing is that it is a completely immersive area and is not subject to judgement.
  • A lot of the videos you will watch on the platform are between 0-30 seconds in length. The type of content you see there varies a lot. So you have people vlogging their lives, which gives you a glimpse of what they do all day long. You will see a bunch of different videos, montages with great music. You may see some people showing us how to cook and you get a good ASMR for all the knives on the cutting boards. And you have content across all kinds of different topics. There is #foodtalk, there is #edutok, there is a hashtag to combat climate change.
  • Audio is very important on TikTok. I don’t think I’ve ever seen anyone watch TikTok with the audio turned off, just because it’s a key component of what makes TikTok fun and lively. It doesn’t have to be music.
  • We have a feature called ?? Strengthen ?? Where, in your app, you can promote a video that is going really well. We also have something called Spark Ads where you can shoot a video that has been working very well and then figure out a way to advertise it.
  • TikTok Shopping is basically an ecosystem that we are building here at TikTok where we allow merchants to start selling through their TikTok account. So for Jesse’s point of view, once you move on to not much Steps to connect TikTok to your Ecwid store, you will be able to place your products in what we call “Product View” tab in your TikTok profile. So if I go to your @handle, whatever your TikTok username is, once I look at it, I can click that little shopping icon, see all your products, check out, make a purchase, and become a loyal customer.

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