TikTok has become a powerful tool for local businesses in the U.S., offering a chance to connect with nearby customers through engaging videos. With over 1 billion active users and Americans spending an average of 95 minutes daily on the app, TikTok’s algorithm levels the playing field by prioritizing content quality over follower count. This means small businesses can compete with larger brands if their videos resonate with viewers.
TikTok’s ability to boost local visibility and foster customer engagement is unmatched. From creating authentic content to leveraging ads and collaborations, it’s a platform where small businesses can thrive. Start by setting up your business account, optimizing your profile, and posting regularly to connect with your local community.
Setting up your TikTok business account the right way is a crucial step if you want to connect with local customers effectively. The process is free and straightforward, but how you configure your account can make a big difference in reaching your audience.
To start, download the TikTok app from your smartphone's app store. You can sign up using your email, phone number, or by linking an existing social media account [3]. Once your personal account is created, you'll need to switch it to a business account to unlock advanced tools and analytics.
Here’s how: Go to your profile, tap the three-line menu in the upper right corner, and select "Settings and Privacy." From there, click on "Manage Account" and choose "Switch to Business Account" [3]. This upgrade provides access to tools like in-depth analytics, advertising options, and a space to add contact details, making it easier for local customers to connect with you.
During the setup, you'll also select a business category that best represents your company [3]. Whether you're a restaurant, a retail shop, or a service provider, picking the right category helps TikTok tailor your content to the right audience. This step ensures your posts reach people who are most likely to be interested in your business.
Once your business account is ready, the next step is to optimize your profile for local engagement.
Think of your TikTok profile as your business's digital storefront. To attract local audiences, focus on several key details. Start with a high-quality logo as your profile picture and pick a username that’s simple, memorable, and directly tied to your brand [5]. Including relevant keywords in your username and display name can also improve your visibility when locals search for businesses like yours.
Your bio is where you can connect with potential customers. Keep it short but informative, explaining what kind of content you’ll share and what sets your business apart. Add location-specific terms to make it easier for people in your area to find you. For example, if you’re a coffee shop in downtown Portland, mentioning "Portland" and "downtown" in your bio can help with local discovery.
Don’t forget to include key contact details. Share your business address, a phone number formatted like (555) 123-4567, and your hours of operation. If you have a website, add its link to your bio to drive traffic directly to your main online presence.
Use emojis thoughtfully to make your bio visually appealing without cluttering it. A clear call-to-action, like “Visit us today!” or “Order now through our website,” can also encourage potential customers to take the next step.
For inspiration, look at Jhyll, the owner of Organic by Glitter Friends. She shares healthy lifestyle tips on TikTok and has grown her following to over 825,100. Since creating her business account, Jhyll has expanded her sales both locally and internationally [4].
Once your profile is optimized, it’s time to connect TikTok with your other marketing channels.
After setting up your profile, extend your reach by integrating TikTok with your other digital platforms. TikTok’s short-form videos are highly shareable, making them ideal for cross-promotion on Instagram, YouTube, Facebook, and Twitter [6]. You can repurpose TikTok content for these platforms with slight tweaks to fit their specific formats and audiences.
Take it a step further by linking TikTok to your email newsletters and SMS campaigns. Include your TikTok profile link in these messages and promote exclusive offers to encourage followers to engage with your content [6]. This approach helps you make the most of the content you’re already creating while building stronger connections with your audience across multiple channels.
If your business has an e-commerce component, consider integrating TikTok Shop with your website. This allows customers to seamlessly move between TikTok and your site [6]. TikTok’s live shopping feature is another great tool for showcasing products, hosting exclusive drops, or sharing behind-the-scenes content - all of which can drive both online and in-store traffic.
Make sure to also streamline customer support. Use TikTok DMs for direct communication or guide users to your customer service page [6].
The benefits of integration are clear. For example, in 2024, RMS Beauty partnered with Amie, a TikTok Marketing Partner, to create a founder-led content campaign that achieved a 290% return on ad spend [7]. Similarly, Bondi Boost worked with Creative Converters to run Spark Ads and Video Shopping Ads, resulting in over 7x return on ad spend [7].
Now that your TikTok business account is optimized, it’s time to focus on creating content that resonates with your local audience. The goal is to craft videos that feel personal and relatable while showcasing your business in an authentic way. Striking this balance can help you connect with your community on a deeper level.
Before hitting record, take some time to understand your audience. TikTok analytics is a great tool for this - it can reveal your audience's demographics, peak activity times, and engagement metrics like comments, shares, and video completion rates [9]. For instance, if your behind-the-scenes coffee brewing videos get more interaction than promotional posts, that’s a sign your followers value transparency and authenticity.
You can also explore TikTok’s Discover page to monitor trending hashtags and local conversations. Searching for location-based tags like #YourCityName or #DowntownYourCity can help you uncover what’s buzzing in your area, from seasonal trends to community events. Check out the top-performing videos to identify patterns in visuals or themes that resonate locally.
Here’s a key stat to keep in mind: 73% of TikTok users say they feel more connected to brands they engage with on the platform [8]. By showing your human side and joining local conversations, you can build that connection and guide your content strategy effectively.
Grab attention right away with a strong hook - use bright visuals or an intriguing statement like, “You won’t believe what happened at our shop today!” [8]. Once you’ve got their attention, here are some content ideas to keep them engaged:
TikTok can inspire action - 67% of users say the platform motivates them to shop, even when they weren’t planning to [8]. Wrap up your videos with a clear call-to-action, like “Visit us this weekend for our limited-time special!” or “Book your appointment through the link in our bio.”
User-generated content (UGC) is a powerful way to build trust and create a sense of community around your brand [9]. By inviting your audience to contribute, you’re tapping into the kind of raw, unfiltered content that TikTok users love.
"UGC is the antithesis of polished corporate content. It's imperfect, unfiltered, and precisely what TikTok users crave." - Phil Treagus-Evans, CEO and co-founder, Giraffe Social [12]
Encourage customers to feature your business in their posts by creating a memorable hashtag tied to your brand [13]. You can sweeten the deal with incentives, like featuring their posts on your account, offering discounts for tagged content, or running contests for the best submissions. Recognizing active contributors with perks like early access to new products or exclusive benefits can deepen these relationships [12].
TikTok’s duet and stitch features are excellent for sparking collaborations. Use them to respond to customer posts or add your voice to trending topics and local discussions. For example, dueting a customer’s video can show your appreciation while keeping the conversation going.
Creator-based Spark Ads are another effective way to boost engagement. These ads often outperform traditional ones, as they feel more natural and relatable. Take Peace Out Skincare, for example. By partnering with an influencer to promote its acne line, the brand achieved 12 million views, 2.4 million likes, 60,000 shares, and $15,000 in sales - all from a single campaign video [14].
Let your audience express themselves freely. Authentic, unpolished content often outshines overly produced videos [11]. Engage with user content by liking, commenting, and responding promptly. You can even repurpose successful UGC for your website or email campaigns to maintain a consistent and genuine brand message.
For local businesses, building relationships with your community is essential. TikTok hashtags can evolve into powerful storytelling tools, turning your content into a shared experience rather than just a sales pitch. These strategies can help you create meaningful connections while driving growth in your local market.
Expand your local reach with smart TikTok campaigns. TikTok provides excellent tools for local businesses to connect with nearby customers through targeted ads and collaborations with influencers. The trick is figuring out which approach fits your goals and budget.
TikTok’s precise location targeting allows businesses to connect with audiences in specific areas, from entire countries down to individual zip codes [15]. This feature is especially useful for businesses with physical locations.
"The location targeting selection you choose will be used to find people located in or regularly in the selected location." - TikTok Ads Manager [15]
Setting Up Your Location Targeting
TikTok gives you several ways to narrow your audience based on location. Whether you’re targeting a state, a city, or a specific market area, the platform makes it easy to focus your efforts where they matter most [16]. For businesses in the U.S., DMA (Designated Market Area) targeting is particularly effective.
| Location Type | Example |
|---|---|
| City | Salt Lake City, Utah |
| State | Illinois, United States |
| DMA Regions | Chicago, Illinois; Los Angeles, California |
| Zip Code | 54211, 54212, 54234 |
| County | Door County, Wisconsin, United States |
Budget Considerations
A successful TikTok campaign often requires a budget of $1,000–$3,000 per month for creative testing and $5,000–$10,000 monthly for product launches.
"To get a good click-through rate on your ad, consider having a very strong offer or deal or a limited-time special." - Savannah Sanchez, The Social Savannah [17]
Real-World Success Stories
Here are examples of how local businesses have used TikTok to their advantage:
Next, let’s explore how working with local influencers can amplify your reach.
Local influencers have a knack for building trust. In fact, nearly 90% of consumers trust recommendations from people they know, making these influencers a powerful tool for engaging local audiences [19]. For smaller budgets, nano-influencers (1,000–10,000 followers) and micro-influencers (10,000–100,000 followers) are excellent choices. Spending on nano-influencers jumped by 195.6% in 2022, and micro-influencers accounted for 21.9% of influencer marketing spend [19].
To find local influencers, use location-based hashtags or tags, and don’t hesitate to ask your customers for recommendations. Look for signs that their followers are local, such as comments referencing nearby landmarks or events.
Building Authentic Partnerships
Start by following and engaging with potential influencers - like their posts and leave thoughtful comments. When reaching out, clearly outline your campaign goals but give them creative freedom. Authenticity often shines through when influencers share personal experiences with your product or service.
Measuring Success
Track key metrics like engagement rates, referral traffic, and sales using affiliate links or discount codes. If results fall short, tweak your timing, call-to-action, or content style to better align with your audience.
Now, let’s weigh the pros and cons of organic versus paid campaigns.
Understanding when to use organic content versus paid ads can make a big difference. Organic content fosters community and long-term trust, while paid ads are designed for quick, targeted results [38,39].
| Factor | TikTok Ads | Organic TikTok |
|---|---|---|
| Cost | Paid (CPC/CPM) | Free (time investment) |
| Speed | Fast sales | Slower, long-term growth |
| Best For | Quick ROI, retargeting | Building trust, virality |
| Avg. CTR | 0.73% [20] | Varies (can go viral) |
| Effort | Creative testing and budget management | Consistent posting and trend engagement |
The Hybrid Approach
Many businesses find success by blending the two strategies. For instance, pairing organic content with paid ads can boost brand recall by 27%. Adding affiliate marketing into the mix can further increase growth, with sellers reporting 1.6x higher GMV growth [20].
When to Use Each Approach
Start by testing ideas organically to see what resonates with your audience. Then, scale successful content with paid promotions for maximum impact. Combining both methods can create a powerful strategy to grow your local presence on TikTok.
Make your TikTok marketing more effective by using tools that simplify content creation and track your performance. From TikTok's built-in features to third-party apps, there’s plenty out there to help small businesses succeed.
TikTok offers a variety of built-in editing tools - like filters, text overlays, stickers, and audio editing - that can increase engagement while keeping your content aligned with the platform’s algorithm. These tools are especially useful for tailoring campaigns to local audiences.
"We see ads that are around 30 seconds long that do the best on TikTok. We also see ads that are utilizing native TikTok fonts, doing the best... They should look like they're filmed on an iPhone and edited in CapCut with native TikTok text treatments. They shouldn't look like it's from the studio or too overproduced. Looking like it's actually made from a creator is really important." – Savannah Sanchez, The Social Savannah [17]
In addition to TikTok’s native features, external apps can take your content to the next level.
If you want to refine your videos further, these apps are worth considering:
These tools are designed to help you create polished, professional-looking TikTok videos that still feel authentic.
Advanced analytics tools, which typically range from $200–$500 per month, can make a noticeable difference in your TikTok performance. Businesses using these tools report up to a 32% boost in engagement and a 27% improvement in overall performance. Even budget-friendly options have shown to improve metrics by 25% within three months. Videos featuring trending sounds attract 52% more engagement, while posting during peak times enhances reach by 23% [22]. Tools like Hootsuite, which integrates with Canva, are also helpful for planning, scheduling, and analyzing your content [21].
For a more cohesive strategy, you can also turn to platforms that combine TikTok marketing with broader digital campaigns.
Consistency is key in digital marketing, and Humble Help’s platform ensures your TikTok efforts align with your overall marketing goals. By combining AI-powered tools with expert guidance, Humble Help connects your TikTok campaigns to your local SEO and website strategies, helping drive traffic and build credibility. Their Brand Boost Package, which includes a free starter kit, is designed to amplify your reach and streamline your efforts.
If you’re on a tight budget, there are plenty of free and low-cost resources available to help you build your TikTok presence. TikTok’s Creator Portal provides tutorials, trend insights, and best practices, while the TikTok Business Learning Center offers free courses covering everything from account setup to advanced advertising techniques. TikTok’s native analytics deliver key metrics like viewer demographics, engagement rates, trending topics, and performance reports, giving small businesses a solid starting point [22].
Additionally, AI tools can assist with scriptwriting, video production, and content optimization, many of which offer free tiers. Canva’s free plan, for example, includes basic video editing features and TikTok-specific templates. You can also find free webinars, blog posts, and strategy guides from industry experts to fine-tune your approach without spending a dime. These resources are a great way to grow your TikTok strategy before investing in premium tools as your business scales.
TikTok has grown into a game-changing platform for local businesses, thanks to its unique algorithm that gives every video a shot at going viral - regardless of how many followers you have [14]. The most effective strategy blends organic content, paid campaigns, and collaborations with creators to maintain constant engagement [2]. This approach has delivered impressive results, with businesses reporting lower customer acquisition costs and better retention rates.
The stats speak for themselves: 66% of TikTok users say ads on the platform have piqued their interest in a product or brand, and 33% have purchased items they discovered there [2]. Users spend an average of 95 minutes daily on TikTok, and the app gains 8 new users every second [1][23]. For local businesses, the potential is enormous.
To succeed, authenticity is key. TikTok rewards content that feels genuine and relatable - polished ads often fall flat. Businesses that connect with their local audience by offering real value through tutorials, behind-the-scenes content, or trending challenges are the ones that thrive. With these insights, you’re ready to craft a TikTok strategy tailored to your business.
Now that you’ve seen how TikTok can transform local marketing, it’s time to dive in. With projections estimating TikTok’s user base will hit 2.2 billion by 2027 [14], early adopters stand to gain a significant edge in building their local presence.
Start by creating a TikTok Business Account. This unlocks valuable analytics and insights to guide your strategy. Post regularly and monitor your analytics to determine the best times to engage your audience [24]. It’s worth noting that 59% of small businesses already on TikTok credit the platform for helping them grow their revenue [23].
Focus on building genuine connections with your audience. Share content that highlights your expertise, showcases your products or services in action, and humanizes your brand. Use location tags on relevant posts to help local customers find you, and encourage user-generated content by launching challenges or featuring customer reviews.
If managing multiple platforms feels overwhelming, consider teaming up with experts like Humble Help. Their all-in-one business management platform can streamline your TikTok efforts and integrate them with your broader marketing strategy, ensuring consistency and maximizing your ROI.
The most important step? Start today. Create your first video, engage with your local TikTok community, and build the authentic relationships that will drive your business forward. With 61% of TikTok users making purchases directly through the app or after discovering products there, your next customer could be just one video away [24].
Small businesses can take advantage of TikTok's geo-targeting feature to focus their ads on specific locations, such as cities or regions. This approach helps businesses connect with nearby audiences more effectively. By crafting content that resonates with local interests and targeting customers in a defined area, they can make the most of their advertising efforts.
Another smart strategy is using local hashtags like #ShopLocal or #SupportSmallBusiness. These hashtags can boost the visibility of your posts among community members. Pairing location-based ads with trending local hashtags is a straightforward yet impactful way to draw in nearby customers and grow a loyal audience in your area.
Collaborating with local TikTok influencers is a smart way to boost your marketing efforts within your community. These influencers have already built trust and a strong connection with their audience, which means your brand message can feel more genuine and relatable when shared through them.
This strategy can help you grow your brand visibility, bring more foot traffic to your business, and strengthen your relationship with local customers. Plus, working with influencers can make your campaigns more efficient and impactful - especially when you're looking to stand out in a crowded local market.
To gauge how well your TikTok marketing campaigns are performing, focus on metrics that highlight both audience interaction and overall campaign success. Start with impressions, reach, and the engagement rate - calculated by dividing likes, comments, and shares by the total views. These numbers give you a clear picture of how your content is connecting with viewers.
For a deeper dive, track metrics like click-through rate (CTR), conversions, and return on ad spend (ROAS). These help you measure how effective your campaigns are at driving actions and delivering a solid return on your investment.
Don’t overlook viewer retention either. This metric shows how well your content holds attention and whether it resonates with your audience. By keeping an eye on these key indicators, you can pinpoint what’s working, fine-tune your strategy, and make the most of your TikTok marketing efforts.
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