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15 TikTok Content Ideas for Businesses

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15 TikTok Content Ideas for Businesses

A leaked TikTok for Business deckstated that the average user spends 89 minutes per day on the platform.

Eighty-nine minutes is, inarguably, a long time to spend on an application. However, eighty-nine minutes means that businesses have invaluable opportunities to capture audience attention and generate interest.

If you’re hoping to get in on the action, read on to discover high-quality ideas for content to post on TikTok.

What is TikTok?

As a refresher, TikTok is a social media platform where users can record, edit, and share video content. These videos can be anywhere between 15 seconds to three minutes long, creating ample opportunity for all types of content to take center stage.

What to Post on TikTok

Let’s go over some high-quality ideas and examples of content you can post on TikTok.

1. Day-to-day routine videos.

Daily routine videos give viewers insight into how work happens at your business.

It shares the processes that bring your product or services to life, and it can be a fun way to build a connection through a behind-the-scenes look. If you leverage this tip, it’s a best practice to create a daily routine video that features everyday tasks most related to your business.

Glass Half Full is a small business in Louisiana that diverts glass products from landfills by collecting used glassware and recycling it into sand and glass cullet. It uses TikTok to generate awareness and interest in its business, and the video below demonstrates what a day of glass collection and recycling looks like.

2. Share content that reflects your brand values.

Content that reflects a brand or business’ values performs best on social media and has the 3rd highest ROI of any content type. Customers also care now, more than ever, about the causes that their favorite businesses stand for and use them as a factor in their purchasing decisions.

As such, sharing your brand values on TikTok is a valuable way to connect with your audience. Those who stand for the same causes as you will take notice, and you have the potential to draw them in as a customer.

Ensure that you’re genuine with this practice, though, as consumers see businesses that make false claims as exploitative and opportunistic.

3. Spotlight your employees.

Spotlighting employees puts a face to your brand and shows audiences the people behind the products and services they love. It also humanizes your business and shares an exciting and exclusive peek into your operation.

4. Educate your audience on relevant topics.

You can share information with your audience on TikTok that will educate them on things related to your industry or niche. If you’re committed to always educating and helping, you’ll build authority, and people will return to you as a source of truth to continue learning more.  

Jeeves is a dry cleaning service that shares helpful, educational content with its audience. In the video below, an employee explains the importance of separating light and dark colors when doing laundry.

5. Create product campaigns and tease new launches.

Running product campaigns or teasing upcoming launches on TikTok can help you generate excitement. Viewers know that they can expect a big reveal on your page, and they’ll be waiting on the edge of their seats and returning to your profile to see if you’ve released more information.

A pro tip is to combine a product campaign or launch with a related and relevant sound or hashtag to get more visibility from users scrolling through current trends.

6. Share a unique business story.

Sharing a narrative story about your business is an engaging way to connect with your audience, as these videos represent something that they can only find in your business. For example, customer spotlights or success stories, explaining the lifecycle of your products or services, or an exciting story about related industry news all uniquely relate to your business and what you offer.

One of the great things about TikTok is that audiences don’t expect high-production-value from videos, so you can simply generate an idea and turn on the camera and start filming.

7. Answer audience questions.

Answering questions is a great way to connect with your audience and build relationships. TikTokers often ask questions without being prompted, so you can browse your comments and create video replies to questions or leverage TikTok’s native Q&A feature.

A bonus is that answering questions gives you insight into customers’ troubles with your business. If you see the same asks repeatedly, you might learn that you need to update your FAQ page or provide additional information about specific topics on your website.

In the TikTok below, Franziska, founder of Glass Half Full, answers a comment in a video reply about the business’ practices when it comes to throwing products away.

8. Product Demonstrations

Product demonstrations help your audience learn how to use your products in a digestible way. Instead of reading an instruction manual and deciphering pictures or being walked through the process over the phone, they can actually watch someone take the steps and follow along.

9. Partner with relevant influencers.

Influencers have audiences that trust them and their values, so partnering with one related to your niche is a valuable tool for generating brand awareness and building your following on TikTok. These partnerships are also a valuable form of social proof for viewers, which is a big factor in purchasing decisions.

You can leverage this tip and post influencer content to your profile, but you can also have influencers share content on their profiles to expose you to a new audience group.

Small Business TikTok Ideas

As a small business, you may be wondering if it’s worthwhile to create another social media profile on another app.

Considering that 92% of global TikTok users take action after watching a video and are 1.5x more likely to immediately go out and buy something they discovered on the platform, you have the opportunity to really build your brand if you use the app.

The ideas mentioned above are valuable for large and small businesses alike, and you can leverage many of them without a large budget. However, there are specific content ideas that are relevant for small businesses, and we’ll discuss them below.

1. Share your origin story.

Sharing your small business’ unique origin story humanizes your business and helps you connect with your audience. They’ll clearly see how you came to be and why you care about what you offer, and your video can also be a source of inspiration for your followers starting their own business endeavors.

As mentioned before, TikTok viewers don’t demand high production value, so you can tell your story however you see fit.

In the TikTok below, Pierce Woodward explains how his jewelry business, Brand Pierre, began its journey and grew into what it is today.

2. Highlight your production process.

Showing viewers what goes into creating what you offer is exciting because they’ll see how the things they care about come to be. It also shows the hard work, dedication, and care that goes into creating what you offer, demonstrating your commitment to giving value to your customers.

Victoria Adrian is a textile artist who creates custom rugs and embroidery projects. She frequently shares her production process on TikTok, displaying the care and thought that goes into creating her products.

3. Use trending sounds and hashtags.

Using trending sounds and hashtags helps you build brand awareness for your small business as your videos are visible to a broad audience. People browsing through the sound or hashtag will see all of the different videos that were uploaded and have the potential to land on your video, click on your profile, and learn more about what you offer.

4. Duet and stitch videos.

Duets and Stitches are ways to build on existing TikTok videos. With Duets, you add on to another user’s existing video, and with Stitch, you clip specific scenes from another user’s video to add to your video.

As a small business, using these native TikTok features allows you to engage with existing related content and incite conversation with your audience. You can Stitch and Duet videos from anyone on the platform with the feature enabled, so you can even begin conversations with users that may not know you exist.

Jeeves expertly uses the stitch feature to answer audience questions. The video below is a stitch from a video where someone asks how to take care of an item of clothing.

5. Partner with relevant content creators.

Partnering with content creators or influencers helps you gain exposure to a new audience relevant to what your business offers. By working with a content creator, you’re also benefiting from the trust they’ve built with their audience that the products, services, and businesses they work with and use are trustworthy and worth doing business with.

about time coffee in New York City partnered with a group of sisters, sister snacking, who are influencers in the New York Food scene. The business posted the video to its profile, and so did sistersnacking, featuring some of the store’s products to their audience of 147.6K followers.

6. Showcase what makes your business shine.

A great way to get people excited about what your small business offers is to showcase how well you do what you do. This shows viewers exactly what they can expect from you, generating excitement and maybe helping people decide to work with you based on your expertise.

The Pool Guy, Miles Laflin, is a swimming pool engineer in the UK who often posts videos of the pool cleaning process and the effectiveness of his work. He shows a before and after picture that clearly demonstrates how he brings pools from green and swampy to clear and ready for swimming. He shows that he’s good at his job, alerting potential customers he can bring their pool back to life.

Over To You

TikTok was once the app to watch in 2019.

Now, 52% of social media marketers who leverage the app plan to increase their investments in 2022. If you’re hoping to get in on the channel for the first time or improve your presence, the business examples on this list are a great source of inspiration for you to get started.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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