6 Ways TikTok’s Algorithm Can Help Grow Your Small Business

Small businesses thrive on TikTok thanks to an algorithm that evaluates each video independently. User engagement (likes, comments, shares, saves), watch time and relevant content are more important than follower count.

The platform’s system, which updates continuously through billions of user interactions, tests every new video with 300-500 random users, before potentially showing it to larger audiences. This creates organic viral potential for small businesses.

As of 2024, TikTok’s 1.8 billion monthly active users spend an average of 53.8 minutes daily on the app, with the typical user opening it 19 times per day. The algorithm supports small business growth by removing traditional barriers to reach. You don’t need a massive following or advertising budget to find new customers.

With 50% of users making purchases after watching TikTok content, the platform offers largely untapped opportunities for business growth through consistent, authentic content.

Tips When Leveraging TikTok For Business

Success on TikTok requires two key resources: time to post regularly and ideas worth sharing. Most small businesses need to dedicate 30-60 minutes daily to content creation on the platform, whether that’s filming quick tips, responding to customer questions, or joining trends.

The platform prefers genuine, unpolished content over highly produced material. But beyond a smartphone and basic filming setup, you’ll need a content strategy. Plan themes that showcase your expertise, products, or company culture. Regular experimentation leads to better results. The small businesses that succeed on TikTok treat it like a learning lab, testing new approaches until they find what works for their audience.

1. Post Multiple Times Daily

The more often you post, the more chances to go viral. The TikTok algorithm evaluates numerous data points such as video replays, comments, shares and likes to determine which content to promote. Aim for three posts daily to have more shots at virality, reach a bigger audience and create a posting habit.

Streamline your process with scheduling tools and content templates. Create a content calendar to track themes and maintain variety. Film batches of videos when inspiration strikes to build a content buffer.

The impact on growth compounds over time. The average brand publishes about two videos per week or eight per month. But you’re not looking for average. Small businesses posting three times daily see five times more engagement overall than those posting weekly. Each video has fresh potential to reach new audiences, regardless of your account size or previous performance.

2. Get Fast Feedback

TikTok provides immediate data on how your content performs. If a video caps at 300 views, you know to adjust your approach. When a post gains traction, study its format to double down on what worked. Dig into your analytics daily to spot patterns.

Posting at volume helps you test different content styles and topics rapidly, learning from the results of every one. Put the TikTok algorithm through its paces. Track which video styles, posting times and topics drive engagement. Use this data to refine future content decisions and eliminate what doesn’t work.

These insights shape your entire marketing strategy. Understanding what resonates with your audience on TikTok often reveals broader marketing opportunities across all channels. The platform becomes your real-time market research tool.

3. Mix Business With TikTok Trends

Stay current with TikTok trends while maintaining your business message. When a sound (the audio used in a video, which can be a song, a snippet of dialogue, a sound effect or audio clip) or challenge gains popularity, consider how you could adapt it to showcase your products or services.

Monitor the Discover page daily for trending sounds and hashtags. Save sounds you might use later. Speed is key. The TikTok algorithm wants you to move quickly. Trends often last just days, so act quickly when you spot an opportunity that fits your brand.

Creating trend-based content helps you tap into existing viewer behaviors. Using popular audio or challenge formats, each trend represents a chance to reach potential customers. Focus on trends you can authentically connect to your business.

4. Build Your Brand Through Stories

Share authentic stories about your business journey, customer successes and behind-the-scenes moments. TikTok users seeking deep and genuine connections want to see short, memorable narratives, so these perform best on the platform.

Break your business story into bite-sized pieces. Each video should focus on one specific moment, lesson or insight. The TikTok algorithm loves brief, easily digestible content that caters to the shorter attention spans of users, particularly Gen Z. Create content series that win fast fans and become recognisable to followers.

Personal stories build trust and recognition. When viewers feel connected to your journey, they’re more likely to remember and choose your business. Your challenges and victories become part of your brand’s appeal.

5. Leverage Team Creativity

Turn your TikTok account into a company asset by involving your whole team. Anyone could spot a video opportunity that takes minutes to capture and post. To understand the TikTok algorithm with the intensity that outlier success requires, you’ll need whole-team motivation. Don’t skip this step.

Create simple guidelines for team contributions. Set basic rules about tone and content while leaving room for creativity. Having multiple content creators keeps you learning, especially when you critique each other’s work.

Team involvement multiplies your content potential. Each team member brings unique perspectives and ideas, helping you connect with different audience segments. With multiple minds working on content strategy, your TikTok presence goes beyond a strong asset, to become a reflection of your company culture.

6. Make Great Art

TikTok is on your side. It wants you to create good content and it will reward you for doing so. Unlike other platforms that nuke your organic reach, clutter your feed with ads and hide your content from your followers, most activity on TikTok happens on the Discover tab. All you have to do is make great content.

It makes sense. Great content keeps people on the platform for longer. On top of the initial viewer group (the 300-500 random accounts who act as every post’s “judges”), TikTok’s algorithm considers several factors including video completion rate, engagement (likes, comments, shares), watch time, and use of trending sounds, hashtags or challenges.

Basic digital marketing metrics count, especially on TikTok. If someone watches your entire video, engages with it, rewatches, and it’s topical? TikTok algorithm happy. Content goes far. Reduce your content down to science. Line by line, second by second, break each video apart to assemble new ones with proven components.

Bottom Line

TikTok’s algorithm gives small businesses an equal chance to reach massive audiences. Success comes from consistent posting, genuine content, and willingness to learn from feedback. Start today and keep going. Your first viral video could happen fast.