5 Businesses That Have Used TikTok to Their Advantage

Have you been thinking about launching a TikTok account? Are you worried whether TikTok will align with your brand’s tone? With the common assumption that TikTok is for the younger generation, it can be off-putting and seem like a waste of time. There are several factors to consider when transitioning to a new platform and if you’re not sure where to start, the process can be daunting. That’s where we come in.

We’re here to start a conversation around TikTok, share our research on what the platform can offer and help you decide whether short-form video is the key component needed in your business strategy.

With that said, welcome to the first post in our new series all about TikTok, a platform that may have started out as a fun way to share pet videos, silly skits and dances to popular songs, but has perhaps evolved over time into a more professional landscape. With 86% of people seeking out more videos from brands, the advantages of short-form video have come to light; it’s no surprise that business owners and freelancers are jumping on that TikTok train. 

We’ve got a lot of exciting and informative posts coming up in the series, including how to use TikTok to grow your business, whether the platform can do more harm than good for your career and more! In the meantime, check out these 5 businesses and freelancers who have found success in TikTok’s algorithm, using it to increase engagement and sales at a rapid pace:

@heynicolewong – 776k followers – Influencer

A combination of tutorials, authentic before and afters and comedic skits, Nicole Wong’s variety in content is key to her success, as well as consistency and adapting to trends as they change. 

@neelampateldesigns – 2k followers – Modest Clothing Business

Neelam Patel is a great example of a businesswoman who knows how to grow from a setback. Having to close her small tailoring business due to Covid-19 was difficult but she decided to relaunch, rebrand and adapt. Neelam now designs hijab-friendly masks to stay relevant and offer value to her customers. 

@bondandseek – 96k followers – Loungewear Brand

Launching a small business during a global pandemic takes dedication and patience, which is exactly how Bond and Seek, a Christ-based loungewear brand, have found success. There is an element of relatability and authenticity to Bond and Seek, shared through short behind-the-scenes content. The owner is also very open about her Christian faith, something that has become a part of her brand identity. This niche is very specific and yet it is the reason people keep coming back.

@theearthcollective – 249k followers – Jewellery Business

Imagine discovering polymer clay during a global pandemic and it changing your life. That’s what happened to two sisters, Winnie and Esther, who started a jewellery business over lockdown. The siblings started posting on TikTok to document their journey and process, reaching 800 followers in just a week! Their secret? Transparency. Winnie and Esther don’t shy away from their setbacks and it is this down-to-Earth style that has found them success.

@itspaperdaisy – 48k followers – Stationery Shop

Beautiful and satisfying videos on calligraphy, stickers, and stationery is a huge trend on TikTok and often lands in the popular ‘For You’ page. One student took advantage of this and grew exponentially on the platform, sharing videos of her packaging orders, designing new products, while also combining her student lifestyle and love for ASMR too.

So, what can we learn from the people taking TikTok by storm?

  • Varying your content reaches a wider audience

  • Adapting to current trends avoids stagnation 

  • Bringing other aspects of your personality into your brand makes you a more well-rounded individual, which in turn, makes you relatable

Have we convinced you to start using TikTok yet? Do you think it’s worthwhile for your business? 

CANDESCENT have been going back and forth on whether TikTok is right for us too so we’re excited to take this journey with you, learning from each other and sharing resources!

If there’s anything specific you’d like us to cover in our new TikTok series please let us know on our social media: @WeAreCandescent


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