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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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MARKETING

State of Content Marketing in 2023

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State of Content Marketing in 2023

I just pressed send on the manuscript for my book to be released in September. It’s called Content Marketing Strategy (snappy, eh?), and Kogan Page will publish it.

Last week, marketing professor Philip Kotler wrote the foreword. I won’t spoil it, but he mentioned the need for a strategic approach to owned media.

He writes, “(T)he company doesn’t carry an account of showing these marketing assets and their value. As a result, the company cannot show the CEO and company board members a return on owned assets or content.”

Luckily, my upcoming book shows exactly how to do that. Funny how that works out.

In any event, all this struck me that now is an opportune time to look at where the beloved practice of content marketing stands today.

First, let’s go back to 1999 when Kotler published Kotler On Marketing, one of his more than 70 books. The latter 1990s – a time of tumultuous change – fueled most of the thinking for the book. But he knew that it was merely the beginning.

Kotler concluded the book with a section called “Transformational Marketing.”  In the next decade, he wrote, “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate, and deliver customer value.”

Well, it’s taken over two decades, but it’s finally happening.

Consumers have changed, but marketing operations are just starting to

In case you didn’t notice, almost every marketing conference these days starts with the same four or five requisite slides:

  • Digital technologies, such as search and social media, empower consumers today.
  • Consumers research, engage, buy, and stay loyal to brands in ways that have fundamentally changed.
  • First-party data and privacy are of the utmost importance.
  • Artificial intelligence begins to threaten the idea of the usefulness of search and pressure companies to deliver better and more personalized experiences.

You get it. Consumer expectations in the age of the social, mobile, and AI-driven web are different than they were.

However, the continuing challenge in 2023 is that content and/or marketing operations in enterprise companies are only beginning to evolve. Most marketing departments have remained as they were when Kotler wrote his book — they still work from mid- to late-20th century hierarchies, strategies, and processes.

Most marketing departments still work with mid- to late-20th-century hierarchies, strategies, and processes, says @Robert_Rose via @CMIContent. Click To Tweet

Content marketing isn’t new, but a content marketing strategy is

For hundreds of years, businesses have used content to affect some kind of profitable outcome. But the reality is this: Whether it was John Deere’s The Furrow from the 1800s, Michelin’s guide to car maintenance in the early 1900s, or even Hasbro’s GI-Joe partnership with Marvel in the 1980s, content was not — and is not for the most part now — a scalable, repeatable practice within the function of marketing. In short, companies almost always treat content marketing as a project, not a process.

That fundamental change will finally take hold in 2023. It could happen because of the digital disruption and ease by which you can now publish and distribute content to aggregate your own audiences. It could happen through the natural evolution that the ultimate outcome – more than the marketing – matters more.

As we roll through 2023 and beyond, content — and the exponentially increasing quantities of it produced by every organization — deeply affects not just your marketing strategy, but your business strategy. Content in marketing is now bigger than simply content marketing, and it should be dealt with as a component of that business strategy throughout the enterprise.

#Content in marketing is bigger than #ContentMarketing. Treat it as a component of the business strategy, says @Robert_Rose via @CMIContent. Click To Tweet

In 2023, the No. 1 focus of my consulting and advisory practice these days: help companies transform content into a repeatable, scalable, and measurable function that drives value through a multi-channel strategy. It’s bigger than publishing a blog, creating a lead-generating resource center, or sending an email newsletter. Today’s content marketing team is being absorbed into marketing because marketing and its various operations are fundamentally transforming into a content-producing machine.

It is not good enough to produce content “like a media company would.” The goal must be to operate as a media company does. Your job is not to change content to fit new marketing goals. Rather, your job in 2023 is to change marketing to fit the new business content goals.

Your job in 2023 is to change #marketing to fit the new business #content goals, says @Robert_Rose via @CMIContent. Click To Tweet

The unaware builds a case for the aware

The term “content marketing” continues to evolve. Even today, I run across those who still call it “brand publishing,” “custom content,” or “inbound marketing.”

My take matches with what Kotler described in 1999. I always thought the term “content marketing” would become part of “marketing” more broadly. In 2023, that happened. So, returning to the lexiconic debates of 2013, 2014, or 2015 doesn’t seem terribly productive. Content marketing is just good marketing, and marketing is just good content marketing.

That said, two kinds of companies do well at the broader view of content marketing. Some of them, such as Cleveland Clinic, Red Bull, Arrow Electronics, HubSpot, and REI, have purposely devised content marketing strategies as differentiating approaches to their marketing. They are succeeding.

Others, like Amazon, Microsoft, JPMorgan Chase, and Peloton, backed into a smart content marketing strategy. But executives at those companies probably don’t recognize it as such. If asked (and some have been), they would say acquiring or launching a media company operation was just a smart business strategy to diversify their ability to reach their consumers consistently.

They’re right, of course. Many have yet to read books about content marketing, been influenced by the Content Marketing Institute, or even recognize content marketing as a separate approach (as far as I know). And they are also succeeding.

Consider this proof: As I write this article, six companies have a market capitalization of more than $1 trillion. Four of the six wholly or partially use the business model of media creation to further marketing and business strategies. Apple, Microsoft, Alphabet, and Amazon are all, in part, media companies that also sell products and services.

Why would you not avail yourself of that same model?

The future looks cloudy and bright

As for the overall state of enterprise content marketing, it’s in transition, as all marketing is. As a focused project-based approach, working in ad-hoc ways across a business, content marketing appears to have proven its worth. Hundreds of entries every year to the Content Marketing Awards feature myriad case studies using content marketing techniques in strategic ways to profitably affect business results.

And yet, it remains to be seen whether you can make content marketing a scalable, repeatable, measurable function within marketing.

As to what the discipline’s future holds? At last year’s Content Marketing World, one of my favorite events, the Executive Forum gathered senior leaders from brands succeeding with content marketing. As we talked about the future, one participant said: “The only certainty is change. I can’t tell you where or when, but I do know there will be change, and this is the principle we build on now.”

As for my take, Kotler’s idea of transforming the marketing function seems to have gotten lost along the digital road traveled by marketers. In so many cases, marketing – and especially content – remains just an on-demand service function within the business. Its sole job is to produce ever more voluminous amounts of content that describe the value of the brand (or its products or services) so that sales can sell more efficiently, customer support can serve more effectively, and all manner of customer interfaces are more beneficial to both sides.

However, and maybe because I need to rationalize now that my book is finished, I passionately believe it’s finally time for marketing to reclaim its ability to create value — not just reflect it in the polished shine of your traditional products and services.

Almost 27 years ago today, Microsoft founder Bill Gates wrote an essay called Content is King. In it, he said that “(C)ontent is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

It certainly was one of his more prescient moments. Nearly three decades later, his words have proven true. The essay title has become the rallying cry for thousands and thousands of entrepreneurs who now make their living on creating, managing, optimizing, and measuring content on the internet. (A Google search for “content is king” nets more than 1.7 million results.)

But it’s the last line of his essay that I find the most visionary: “(T)hose who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.”

That’s what content marketing is for me in 2023. It’s just marketing – optimizing the value of ideas, experiences, and products in a marketplace of content.

Time to get to work.

It’s your story. Tell it well.

Get Robert’s take on content marketing industry news in just five minutes:

https://www.youtube.com/watch?v=videoseries

Watch previous episodes or read the lightly edited transcripts.

Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 

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Cover image by Joseph Kalinowski/Content Marketing Institute



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27 Best About Us and About Me Page Examples [+Templates]

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Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand

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MARKETING

MarTech’s marketing operations experts to follow

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MarTech's marketing operations experts to follow

Marketing operations is what makes the magic happen. These are the folks who see that your martech stack doesn’t get stuck. They are the maestros, modelers and makers who make sure the trains run, the data is digestible and that you have the programs you need. Where would we be without them? That’s too scary to think about. Here’s our list of MOps experts who have the ear of the profession.

Darrell Alfonso

Darrell is director of marketing strategy & operations at Indeed and the former global marketing ops leader for AWS. He’s the author of “The Martech Handbook: Build a Technology Stack to Acquire and Retain Customers.” In addition to speaking at many conferences, Darrell was named one of the Top Marketers in the US by Propolis 2022 and among the “Top Martech Marketers to Follow” in 2020 by Martech Alliance. He’s a regular and popular contributor both to MarTech and the MarTech conference; you can find all of his articles at this link.


Eddie Reynolds

Eddie has been in business a long time, starting his first company when he was 14. “A pretty minimal enterprise,” he told one interviewer. “I had a tax ID number, a legal entity, and a company name. I even had the IRS coming after my dad for sales tax that I failed to report properly.” Today he is CEO and revenue operations strategy consultant of Union Square Consulting. He publishes The RevOps Weekly Newsletter and the podcast RevOps Corner. Eddie’s large LinkedIn following attests to the quality of the insights he shares there on  sales, marketing, service, and admin roles. 


Sara McNamara

Sara is an award-winning marketing and sales operations professional whose work has been recognized by awards from the likes of Salesforce (Pardot), Adobe (Marketo), Drift, and LeanData. She is a Senior Manager, Marketing Operations at Slack and a martech stack (+ strategy) solution architect. That and her passion for leveraging technology and processes to improve the experiences of marketers, sales professionals, and prospects, explains why she’s a regular guest on MOps podcasts.


Ali Schwanke

Ali is the CEO and founder of Simple Strat. The firm specializes in helping companies get the most out of HubSpot — from CRM strategy and setup to marketing automation and content creation. She is also host of HubSpot Hacks, “the #1 Unofficial YouTube show for HubSpot Tutorials” and has been a guest speaker at the MarTech conference.


Mike Rizzo

Mike’s career in marketing operations showed him that there is a real and significant MOps community. That’s why he founded MO Pros/MarketingOps.com, the fast-growing online community for people in marketing operations. He is also co-host of Ops Cast, a weekly podcast. 


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About the author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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