To get started on TikTok as a local business, all you need is a business account, a profile that says who you are and where, and short videos filmed on your phone that show your real work. Consistency matters more than perfection. It makes sense if your customers use it and you have something to show; to tell whether it’s working, look at who comes through your profile, not just the views.
First of all, a business account.
In TikTok’s settings you can switch to a business account: it’s free and gives you statistics for your videos and profile, plus tools designed for businesses. One thing to know: with a business account you can only use music cleared for commercial use, the tracks the app offers you. It’s not a big limitation: for a business, what people see matters more than what they hear.
The profile: who you are and where.
- Name and photo that match your sign and your other profiles, so people recognise you right away.
- In the bio: what you do, which town or neighbourhood you’re in, how to contact you or book.
- The link to your website or booking page, if the platform lets you add one.
- First videos that explain who you are: anyone opening your profile should get it in a few seconds.
Your profile doesn’t replace a website: we explain why you need both in Do I need a website if I already have Instagram?.
What to film: eight ideas.
- Behind the scenes: how you prepare, repair, cut, knead, set up.
- A before and after, when your work allows it.
- A question you always get asked, answered in a few seconds.
- The start of the day: opening up, the first coffee, the deliveries.
- A product or service shown up close, with your hands at work.
- Your neighbourhood and the way to reach you.
- The people on your team, if they’re happy to appear.
- Something new, an event, a change of season.
If you run a restaurant or bar, our guide to Instagram for restaurants has more ideas you can adapt for TikTok too.
Filming on your phone, and consistency.
- Vertical, with natural light and a clean lens.
- Open with the most interesting part: the first few seconds decide whether people stop scrolling.
- Clear audio if you’re speaking: get close to the phone and pick a quiet moment.
- On-screen text helps people who watch with the sound off.
- You don’t need to be perfect: a spontaneous, genuine video is often more convincing than a glossy one.
Rhythm matters more than volume: decide how many videos you can really make each week and keep to that pace. A calendar prepared at the start of the month, with the ideas already written down, keeps you going on your busiest days.
What to measure, and when it’s worth it.
In your statistics, look at how many people watch your videos to the end, how many open your profile and how many then message you or visit your website. Views on their own say little: for a local business, what counts is people in your area who then walk in, call or book. Ask new customers how they found you, too.
TikTok makes sense if your customers use it and your work is something you can show: food, beauty, crafts, shops, sport. It makes less sense if you don’t have time to post regularly, or if the people looking for you mainly want precise information: there, your website matters more.
If you’d like a hand.
With Aleryc’s social media management, TikTok is one of the channels we look after, together with Instagram and Facebook. Every month we propose the content calendar with videos and scripts; you approve it and send us footage shot on your phone, following our guidance, and we take care of the editing and publishing. For restaurants and bars, there’s our social media manager service for restaurants. Not sure whether TikTok is right for you? Write to us (in English, by email or WhatsApp): we’ll figure out who your customers are and which channels you really find them on, and tell you honestly whether and how social media can help.