Managing a TikTok account is still a challenge for many people. It’s a relatively young medium and not everyone enjoys this format of content. Still, it’s worth considering whether you should use it to promote your business.
TikTok is one of the youngest members of the social media family. Beyond the spectacular success of funny videos on literally every topic, it’s also a powerful pillar in modern marketing strategies.
No surprise, then, that more and more companies are launching modern social profiles specifically on TikTok. To succeed on this platform, go for a comprehensive approach that keeps pace with new features and fast-moving trends.
How do you create valuable TikTok content? What should you publish? What works in 2023? How do you run a strong business profile? You’ll find all the answers in the article below.
What to focus on when running TikTok?
Let’s say you’ve already brought your company into the world of social media and you’ve mastered running profiles on Facebook and Instagram. The strategy is working, but you want to grow—so you create a TikTok profile. What do you need to start? A smartphone, motivation, patience, and a dash of creativity.
Creating an account
A quick technical tip—how to create a TikTok account? It’s just a few steps.
Download the app from Google Play or the App Store and install it on your device.
Create an account or log in using your existing Facebook/Instagram account.
Choose a username—ideally one that clearly connects to your company and brand.
Complete your profile with a photo, bio, and links to your website or other social profiles.
Start creating engaging content and get to it!
Two golden rules for your TikTok kickoff
Don’t get discouraged. Patience pays off. Running a TikTok profile is a process of constant learning and skill-building. Practice makes perfect.
Appreciate the potential. Few of your competitors are on TikTok. Today, the platform skews younger. See that as an advantage—and turn it to your benefit.
TikTok user age breakdown in Poland:
13–17 years old: 34% of users,
18–24 years old: 40% of users,
25–34 years old: 20% of users,
35+ years old: only 6% of users
Creating your first content
Running brand accounts differs a bit from personal ones. Business social media needs to be more professional than private profiles, but the core principle is the same—you have an account, so start creating.
You’ve got the account—now it’s time to build momentum. First, decide who you want to reach and define your target audience. You’ve likely heard it before, but engaging content is the backbone of every brand’s social presence. What is a target audience? It’s the people most likely to be interested in your product or service.
If you want to boost performance, add music aligned with current trends to your videos.
68% of TikTok users remember a brand better when a popular track is used in the video.
Now for the practical part. Your company profile can’t be empty—no one will care. Bare-bones brand socials don’t bring customers. Prepare several videos and publish them one after another. Try to break the mold and share your message in a fresh way. Our tip? Humor. Comedy content is consistently among the most popular. Tutorials and life hacks are highly valuable too—people save and share them often.
After you publish those first posts, remember—social users love active profiles. Post consistently and stay in touch. Reply to comments and get involved. It really works.
Be active and keep going. Contrary to what you might think, social media is on your side. For example, TikTok often boosts one of your first videos so you can reach a broader audience.
How to reach a wider audience? 10 tips for beginners
If you want to include a TikTok profile in your ad campaigns, here are 10 subjective commandments to help you get started.
1. Define your audience precisely.
This is crucial—if your content reaches people who don’t care about your category, you won’t get the results you want.
2. Watch trends and use them.
Simply watch the most popular videos (TikTok will suggest them 😉) and consider how to adapt those trends for your brand.
3. Be bold and creative.
Don’t be afraid to record—don’t be shy on camera. It’s a common hurdle and completely unnecessary. Beyond you, over a billion users are on TikTok daily—and most of them talk to the camera, too.
4. Prioritize production quality.
Good lighting and clear audio will do you a world of good.
5. Be authentic.
Honesty and being yourself need no advocates.
6. Use relevant hashtags.
Make sure they fit your niche. If you sell natural candles, #homemadeDinner definitely isn’t for you. 🙂
7. Post consistently.
Otherwise, your audience won’t remember you. Plus, social platforms run on algorithms—and algorithms love cadence and regularity.
8. Stay in touch.
Jump into the comments, reply to your audience, and respond to messages.
9. Invite interaction.
Create content that nudges users to act. You’ve surely seen videos ending with lines like “share it with a friend so she can benefit too.”
10. Analyze your results and reach.
It’s the only way to learn whether you’re moving in the right direction.
All of this may sound complex, but don’t fear managing multiple social platforms. Many companies are already using social media for marketing. You can do it too—and do it effectively!
Be sure to also read our other article, where we explain—step by step—how the TikTok algorithm works and how to optimize it so your videos consistently land on the “For You” page and achieve viral reach: TikTok Algorithm | How it works and how to optimize it?
Collaborating with creators – influencers or employee advocacy?
Influencers shorten the distance between a brand and the user, but in 2025 the employee advocacy format is just as powerful. Did you know?
An authentic video from a production-line employee can generate up to 10x higher engagement than a hired celebrity. Why does this happen? Because it taps into the trend of honesty and “nothing-to-hide” production. The key to success is authenticity—and you can’t script that. Employees create real stories that show what company life looks like, from everyday challenges to moments of triumph.
Consumers trust recommendations from “people like me” posted on social media.
What’s more, employees’ TikTok profiles can deliver up to 8x more interactions than brand accounts. That makes them a natural alternative to costly campaigns with external creators. Our advice?
Blend both worlds. Give employees a voice, and with top creators, run Duets or educational Lives. Remember, employee advocacy must be voluntary. Forcing content kills authenticity—and that’s exactly what attracts audiences most. Spontaneous, day-in-the-life updates are more effective than pre-packaged graphic campaigns. They build the “human face” of your brand and show the company in a glass box—transparent and sincere.
Managing your company’s TikTok profile
We’ve covered the essentials to help you navigate TikTok. If you’d rather not run the profile yourself, partnering with a marketing agency that manages social media can be a smart move.
At our agency RodIN, we manage corporate profiles across all social platforms, including TikTok. We stay on top of trends and craft effective social media strategies.
TikTok Ads
Why should you consider advertising on TikTok?
TikTok is a relatively young platform, as mentioned above. You can reach audiences bored with other platforms—people you may not have considered in your previous strategy.
Plus, TikTok’s algorithms tailor content to each viewer. What does that mean for your ads? If someone has shown interest in topics similar to yours, your promoted content is more likely to reach them.
Cost matters, too. Reach on Facebook and Instagram is getting more expensive while effectiveness declines due to fierce competition. TikTok is often a more affordable ad channel than others (like radio or TV), yet it can still deliver broad reach.
At our agency, we stay up to date on social ad formats. We’ll help you run campaigns of any size.
General social media rules for brands
All social platforms evolve rapidly. In our view, the most effective approach is to use every channel that fits your business. That’s why we offer a free social media audit for your company.
We’ve been managing social profiles for years, and our experience is backed by measurable results—you can read more about them on our website.
Running brand profiles on social media with Rodin
What can we offer?
an end-to-end marketing strategy,
precise audience definition,
creation and publishing of content tailored to your target group,
building a positive brand image across social media,
reaching a wide audience—your future customers.
Explore our services and request a free quote.
Summary
Week after week, more users are joining TikTok. New brand profiles are launching all the time. Many companies have recognized—and embraced—the potential of running a TikTok presence and building it into their marketing strategy.
We hope this article gives you the knowledge you need to get started and run effective TikTok campaigns. We’re rooting for you!
If you need support, our agency is here to help. Check out our social media management services. We’ll help your business grow on social, advise on trends, and show you how to reach a well-defined target group. We’ll also share ways to boost engagement and stand out from the competition!
