Three ways TikTok directly elevates small businesses

TikTok has become a thriving hub for small business. (Graphic created via Canva)

TikTok is elevating small businesses through their platform in a way that is unmatched, here’s how.

Virality and reach:

TikTok enables small businesses to showcase their products up close and personal to millions of viewers. According to an Oxford Economics article, there are, as of late 2023, 7 million businesses among all of TikTok’s user base, who can greatly benefit from TikTok’s platform and algorithm. Where else could small businesses get such a widespread audience?

TikTok Advertising:

Small businesses can pay for TikTok ads that can help gain them exposure and reach a large number of users within their audience range. According to Colleen Christison in a Hootsuite article, business accounts on the platform can vary their paid ads by format and placement, target audience and objectives. This enables small businesses to control how much they spend all while reaching as many of their target audience with their desired messaging as possible.

TikTok Shop:

TikTok not only brings attention to small businesses and their products but actually provides a way for users to seamlessly purchase their products within the app. Since its addition to the platform in 2023, the TikTok Shop has brought products directly to viewers, providing small businesses an e-commerce platform where they can mobilize sales, expanding their efforts and reach outside of just a physical location.

TikTok shop brings the purchasing process directly to users, without any off-site trips.

TikTok is currently helping small businesses expand their efforts unlike any other social media platform out there. Whether it be organic content, paid ad placements, or products on TikTok Shop, small businesses are able to show not just their products and services, but their personality to a large base of users - reshaping the conceived relationship between social media and business. However, as TikTok comes under increased pressure from lawmakers at the end of 2024, how will small businesses who have grown through the app’s mechanics adapt?

The “TikTok ban” has already been met with public outcry. (Graphic created via Canva)