Business Marketing and TikTok: A Breakthrough Combination in the Digital Age
Modern business marketing cannot lack a presence on short video platforms – and TikTok is the leading name in that trend. Launched globally in 2016, TikTok quickly became a global phenomenon, especially after the COVID-19 pandemic. With the ability to create concise, engaging, and viral content, this platform is not only a favorite playground for Gen Z but also an extremely effective customer access tool for all businesses – from startups to large corporations.
By 2025, TikTok had surpassed 1.8 billion users worldwide, becoming a direct competitor to Facebook, Instagram, and YouTube. No longer just a platform for "fun," TikTok is now fertile ground for digital business marketing strategies.
Why is TikTok a Goldmine for Marketing?
Natural Viral Organic Reach
Unlike Facebook or Instagram – where content must be paid for to reach more people, TikTok's algorithm prioritizes showing videos to users based on engagement, regardless of the number of followers. This gives small or new businesses the opportunity to be widely known without a large budget.
Gen Z & Millennials Dominate
Approximately 60% of TikTok users are between the ages of 16–34, meaning they are in the active consumer group with strong shopping behavior. This is also the target customer group for most brands in the digital age, especially when building a business marketing strategy targeting young people.
Content with Realistic Experience
TikTok users don't like polished, traditional-style advertising videos. They love authenticity, intimacy, humor, and personality. This has changed the way businesses build communication messages and business marketing strategies.
How Do TikTok's Development Stages Affect Business Marketing?
Stage 1: Starting with Entertainment
Initially, TikTok was known as a "fun video making" application with dances, remix music, or humorous trends. Brands in this period mainly used TikTok to "increase awareness" with challenges (#challenge) or short entertainment videos – an important part of the business marketing strategy at the beginning.
For example: A beverage brand can create a dance challenge with a can of water, and have the TikToker community spread it naturally.
Stage 2: The Arrival of KOLs and Influencers
TikTok has become the new home for many KOLs, especially micro and nano influencers – people with great influence in small but highly interactive communities. Influencer Marketing campaigns began to appear more strongly, instead of hiring famous celebs, businesses doing business marketing switched to collaborating with young, creative and "local vibe" TikTokers.
Stage 3: E-commerce Integration
The launch of TikTok Shopping was a major turning point. Businesses can sell directly on the platform without users leaving the application. With this feature, TikTok is not only a place for communication but also becomes an official sales channel.
How Does TikTok Change Business Marketing Strategies?
Changing the Mindset of Content Production
Previously, businesses invested in professional, polished videos. But TikTok requires fast, "trendy," and everyday content. Therefore, the content strategy must be flexible, creative, and constantly updated with trends – a key factor in effective business marketing in the new era.
This helps businesses save production costs but still achieve high efficiency. Many videos are only filmed with a phone, without professional actors, and can still reach millions of views.
Developing a Brand Based on Community
Brands that succeed on TikTok often build communities that love them – through intimate content, regular video series, responding to viewers' comments, and creating a unique "brand personality." This is a new approach in business marketing building communities.
This helps customers feel close and loved, leading to more natural purchasing behavior than being "forced" to advertise.
Optimize Advertising Effectiveness with TikTok Ads
TikTok Ads currently have a variety of forms: from in-stream video ads (In-Feed), displayed when opening the application (TopView), to hashtag-attached challenges. Thanks to intelligent algorithms and large amounts of user data, TikTok helps businesses do business marketing to reach the right target customers at a more reasonable cost than traditional platforms.
Connect Directly with Customers via TikTok Live
TikTok Live is a powerful tool for businesses to organize sales livestreams, answer questions, and introduce products. The virtual gift-giving and direct interaction features help increase connection and trust – an extremely important factor in customer-centric business marketing.
Some Typical Case Studies of Businesses Succeeding Thanks to TikTok
Domestic Cosmetics Brands
Many Vietnamese domestic cosmetics brands such as Cocoon, Skinlosophy, O.TWO.O... have used TikTok as part of their business marketing strategy in the cosmetics industry, reaching young people through beauty TikTokers. "Real review" videos, without editing, help increase credibility and sales quickly.
F&B Industry: Coffee, Milk Tea and Restaurants
TikTok is fertile ground for eateries and cafes to increase the number of customers thanks to "food tasting", "check-in", and "homemade brewing instructions" videos. Videos filmed at the restaurant help users feel friendly and eager to experience reality.
Startups Selling Online
Young people selling online (from clothes, accessories, handicrafts to household appliances) have taken advantage of TikTok to build personal brands and implement small business marketing, thereby selling extremely effectively without spending much on advertising.
Challenges When Businesses Join TikTok
Not Understanding the Platform
Some businesses still apply traditional thinking when making content on TikTok – using lengthy advertising clips, or lacking creativity, leading to poor results.
Difficult to Catch Trends in Time
Trends on TikTok change very quickly. If there is no flexible content team, businesses can easily miss viral opportunities – this makes the business marketing campaign slow compared to competitors.
Difficult to Measure Clear Results
Unlike Facebook, which has clear indicators of engagement and conversion, TikTok sometimes only "attracts attention", and does not immediately reflect sales results. Therefore, businesses need to determine specific goals: increase brand awareness, engagement, or revenue?
TikTok and Integrated Marketing Strategies
TikTok should not be seen as the only channel, but as part of a multi-channel integrated business marketing strategy. Businesses can use TikTok to drive traffic to their website, lead customers to product pages, and use TikTok content as material for Facebook Ads or email marketing.
A smart combination between TikTok and other platforms will create comprehensive efficiency, reducing dependence on a single channel – something that any thorough business marketing campaign needs to aim for.
Most Effective TikTok Content Formats for Businesses in 2025
Educational Videos (Edu-tainment)
Modern customers are very interested in "learning" through short videos. They like content that provides practical value in a short amount of time. For example:
- 5 tips to choose the right lipstick for your skin tone
- 3 things to avoid when caring for acne-prone skin
- How to properly clean sneakers
These types of videos not only help increase brand awareness but also show that the business is an expert in the field, thereby increasing credibility.
Periodic Content Series
When a business creates a series of videos on a recurring weekly topic (e.g. “Marketing Tips on Mondays”, “Skincare Advice on Fridays”), audiences tend to come back to follow. This is long-term business marketing, building relationships with customers without costing too much.
Behind the Scenes – Brand Backstage
Customers today care about who is behind the product, how the product is created, and whether the business is really kind or not. TikTok is the ideal platform to share behind-the-scenes moments, personnel, packaging process, production...
Behind-the-scenes content helps increase emotional connection and build sustainable brand trust.
The Future of TikTok Marketing: Artificial Intelligence and Automation
2025 is the era when AI and TikTok combine deeply. TikTok is actively integrating AI features such as:
- Automatically create videos from text
- AI voice (virtual dubbing)
- Deeper user behavior analysis
- Suggest content and background music according to brand context
MIMA quickly updates these trends and integrates them into customer campaigns, ensuring you don't fall behind in the technology game.
MIMA Accompanying Businesses in the TikTok Marketing Revolution
MIMA Trading and Service Company Limited provides a comprehensive digital service ecosystem, helping businesses keep up with trends and develop sustainably in the online environment.
SEO Standard Website Design – The Core Foundation for Online Businesses
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Overall SEO Service – Bringing Businesses to Google's Top Sustainably
MIMA helps businesses reach the right potential customers through:
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