TikTok has revolutionised social media marketing. With over 1.5 billion monthly active users and Gen Z spending an average of 1 hour and 20 minutes daily on the app, it’s clear that businesses need to be present. Yet, we often hear one question: “I know my brand needs to be on TikTok, but where do I start?”
We get it. Navigating TikTok for beginners can feel daunting. Posting videos only to get 200 views—mostly from friends, colleagues, or your mum—can be disheartening. But here’s the truth: TikTok marketing doesn’t require perfect studio lighting, expensive equipment, or a marketing degree. What you need is a clear strategy and a basic understanding of the platform. If you’ve used TikTok personally, you’re already a step ahead.
This beginner-friendly guide will break down everything you need to know—from setting up your account to creating content that connects with your audience. These steps are tailored for small business owners and entrepreneurs looking to make an impact on TikTok without getting lost in complicated marketing jargon.
Step 1: Setting Up Your TikTok Business Account
1. Account Creation
Start by downloading the TikTok app. Sign up using your business email for a professional touch and to keep your personal and professional accounts separate. Enter your business details and verify your account.
Next, focus on customising your profile:
- Business Name: Use your brand name for consistency.
- Username: Keep it professional and reflective of your brand.
- Profile Picture: Use your logo or a visual element representing your business for easy brand recognition.
- Bio Section: Share what your business does and include a call-to-action (e.g., “Shop our eco-friendly products”).
- Website Link: Use the link feature in business accounts to direct traffic to your website or online store.
2. Understanding TikTok’s Interface
A key part of TikTok for beginners is familiarising yourself with its interface, from the Home Page to the Profile Page.
- Home Page: View content tailored to your interactions.
- Discover Page: Explore trending topics and search for ideas.
- Profile Page: This is where all your uploaded videos and settings live.
Experiment with TikTok’s built-in editing tools by creating draft videos. These features—like transitions, sound effects, and filters—can make your content stand out.
3. TikTok Shop Introduction
If you plan to sell on TikTok, setting up a TikTok Shop is essential. Register your shop in the TikTok Business settings by entering your business name, logo, and contact details. Ensure your e-commerce store is ready, as TikTok’s shop features seamlessly integrate with your website. This functionality is a game-changer that boosts sales directly through TikTok.
Pro Tip: Double-check all account details to ensure they’re accurate and functional before launching your marketing efforts.
Step 2: TikTok Marketing Strategies for Beginners
1. Identifying Your Target Audience
Knowing your audience is the foundation of any successful marketing strategy. TikTok’s user base skews younger, but it’s diverse in interests. Use data about age groups, geographical locations, and preferences to pinpoint your target audience. Leverage insights from your existing customer base to identify overlaps.
2. Setting Clear Goals
Define what success looks like for your business on TikTok. Is it gaining followers, increasing website visits, or boosting engagement? Setting clear, realistic goals ensures your efforts align with broader marketing objectives.
Measuring Success: Use TikTok’s analytics tools to monitor video performance, track progress, and refine your strategies as needed. In TikTok Studio, you can access valuable insights such as follower demographics (age, gender, location), peak activity times, new follower growth, engagement metrics, and your top-performing content. Use this data to refine your strategies and stay on track.



3. Content Scheduling
Consistency is key. Create a content calendar that considers trending topics, seasonal moments, and audience activity times. Scheduling tools like Hootsuite or Agorapulse can help automate posts at optimal times. Don’t forget to remain flexible—TikTok trends move fast, so be ready to adapt.
4. Analysing Competitors
Research your competitors’ TikTok accounts to understand what works in your niche. Pay attention to the types of content they post, their engagement rates, and the trends they leverage. Use these insights to refine your strategy.
Step 3: TikTok Content Creation Tips for Brands
1. Start with Relatable, Engaging Content
TikTok thrives on authenticity. You don’t need polished, high-budget videos. Instead, focus on creating relatable, entertaining, or informative content that connects with your audience.
2. Jump on Trends
One of the easiest ways to find success in TikTok for beginners is by participating in trends. Trends are TikTok’s lifeblood. Use the Discover page or search TikTok Creator Search Insights to find trending hashtags and content ideas. You can filter by industry; for example, travel brands can filter for ‘tourism’ to see what’s trending and then make content around that topic. Adapt these trends to your brand while keeping your messaging consistent.


3. Invest Time in Editing
TikTok’s editing tools allow you to trim videos, add text, and enhance visuals. You can also use apps like CapCut to help edit your videos if you post on multiple platforms. Subtitles are a must—many users watch without sound. Use filters and effects sparingly to keep content professional yet engaging.
4. Share Behind-the-Scenes Content
Humanise your brand by sharing behind-the-scenes clips. Whether it’s a day in the life at your business or a sneak peek at product creation, this type of content builds a stronger connection with your audience.
Advanced Tips for TikTok Engagement
1. Engage with Your Community
Reply to comments, participate in challenges, and use TikTok’s duet or stitch features to collaborate with others.
Pro Tip: Responding to comments with video replies is a great way to boost visibility.
2. Collaborate with Influencers
Partnering with TikTok influencers who align with your brand values can extend your reach and lend credibility to your content. Platforms like TikTok Creator Marketplace can help you find the right partners.
3. Leverage Interactive Features
Use polls, Q&A sessions, and interactive effects to engage your audience. These tools encourage active participation and strengthen your connection with followers.
TikTok Advertising Essentials for Businesses
TikTok’s advertising options are designed to fit various marketing goals. There are multiple ad formats available with different uses and benefits. The choice is yours, from a selection of in-feed ads to interactive ads.

Budgeting for TikTok Ads
Even a small budget can go a long way on TikTok. Start with a daily budget that allows you to test different ad formats. Use TikTok’s ad manager to track performance and adjust spending based on results.
Why TikTok Works: A Case Study
Take The Inkey List, for example. This skincare brand embraced TikTok’s authentic, educational style to create bite-sized videos about their products. By leveraging TikTok trends and collaborating with influencers like @bambidoesbeauty, they have significantly increased visibility and sales—proving that authenticity wins on this platform.
@bambidoesbeauty The skincare hack I swear by. Using my new fave moisturiser @theinkeylist Bio-Active Ceramide Repairing Plumping Moisturizer. Clinically proven to reduce fine lines and wrinkles by 4X in 28days. AD #theinkeylist #retinolsandwich #skincarehack #skincarehacks #finelines #finelinesandwrinkles #moisturizer #moisturiser #skincare #skintok #skincaretips #skincareforbeginners #skincareroutine #affordableskincare #ceramides
♬ original sound – Bambi Does Beauty
Another example is Ryanair, whose witty TikTok videos gained millions of views. By engaging with trending audios and embracing a fun, relatable tone, they’ve created a unique brand presence that resonates with their audience.
@ryanair a view to pay for🏔️ #ryanair #stitch w/ @Rachel | Travel & Adventure
♬ original sound – Ryanair
Conclusion
Mastering TikTok for beginners doesn’t have to be overwhelming.
Start small. Make one video this week. Learn from comments and analytics. Then make another video next week, but better. Your first videos won’t be perfect – and that’s okay. TikTok users prefer real, honest content over polished perfection.
Remember to check your analytics weekly. See which videos get more views and engagement. Do more of what works. Test different content types: behind-the-scenes, product demos, or quick tips. Stay active in your comment section – it helps build a loyal following.
If you feel stuck, return to the basics: good lighting, clear sound, and valuable content for your audience. Keep learning from other successful brands in your industry, but develop your own style.
Next Steps: Ready to get started? Check out TikTok’s Business Guide for more insights and resources. Need expert guidance to take your TikTok marketing to the next level? Visit the Hummingbird website and contact us today! Our team is here to help you create a winning TikTok marketing strategy tailored to your brand.