How to Advertise on TikTok: Dos and Don’ts for Small Businesses

Advertising on TikTok is a unique beast. It’s less about slick, polished commercials and more about fitting into the platform’s authentic, fast-paced culture. For small businesses, getting it right can mean the difference between a video that goes viral and one that gets lost in the noise.

To help you navigate the world of TikTok advertising, here’s a breakdown of the key things you should, and shouldn’t, be doing.

The Dos of TikTok Advertising

Getting your ads right on TikTok means more than just having a flashy video; it means understanding the platform’s unique culture and making your content feel at home. Here are the fundamental guidelines you should be following.

Do Know Your Audience and Be Authentic

Before you post anything, you must know your audience. Dive into TikTok’s analytics to understand who’s watching and engaging with your content—their age, location, and interests. This knowledge is your foundation.

When creating ads, embrace your brand’s personality. Showcasing who you are through behind-the-scenes clips, team intros, or your business’s story will make your content feel relatable and authentic, which is what TikTok users value most.

Do Keep it Engaging and on-Trend

TikTok videos are short, so your ad should be too. Aim for 15-30 second videos and be sure to grab attention within the first few seconds with a powerful visual or a catchy hook.

One of the best ways to do this is to use trends strategically. Participate in trending sounds, challenges, or hashtags, but always relate them back to your brand.

The goal is to make your ad feel like a natural part of the “For You” feed, not a forced, out-of-place commercial.

Do Follow TikTok Best Practices

TikTok is a sound-on platform, so using sound is absolutely crucial. Incorporating music, a voiceover, or a trending audio track is a must for both discoverability and viewer engagement.

At the same time, your content should always reflect your brand’s unique voice and values. Posting random viral videos that don’t fit your brand will only confuse your audience and undermine your message.

Remember to always format your videos vertically, using a 9:16 aspect ratio. Videos that aren’t designed for mobile will look unprofessional and won’t perform well in the ‘For You’ feed.

Do Include a Clear Call-to-Action and Test Everything

Every ad you post needs a clear call-to-action (CTA). Whether it’s “Shop Now,” “Follow Us,” or “Visit Our Website,” make sure your viewers know exactly what you want them to do. Use text overlays or in-video dialogue to guide them.

And don’t stop there. Testing is key to success. Run A/B tests with different creatives, captions, and CTAs to see what drives the best results. The TikTok Ads Manager is a great tool for this, as it allows for precise targeting and helps you find out what content your audience responds to best.

Do Collaborate and Connect

Finally, consider collaborating with micro-influencers who align with your brand’s values. They often have higher engagement rates at a lower cost and can introduce your brand to a new, highly engaged audience.

And once you have an audience, engage with them. Don’t just post and walk away. Respond to comments and DMs to build loyalty and a genuine community around your brand.

The Don’ts of TikTok Advertising

Navigating TikTok’s unique culture means knowing what to avoid just as much as what to do. Here are the common pitfalls that can undermine your advertising efforts.

Don’t Risk Your Account: The Importance of TikTok’s Policies

It’s crucial to understand that TikTok has a set of very specific and non-negotiable ad policies. Ignoring them can have serious consequences, from a single ad being rejected to your entire account being permanently suspended.

You must be aware of prohibited and restricted content. This includes a comprehensive list of industries and topics that are either banned or have strict rules, such as tobacco, weapons, certain pharmaceuticals, and political content.

Intellectual property is a major focus for TikTok. You must not use copyrighted music, logos, or other content that you don’t have the legal right to use. A single violation can lead to your ad being taken down, while repeated infringements could result in a full account ban, forcing you to start all over again.

A flagged account can drastically reduce your reach, damage your brand’s credibility, and even see you lose your presence on the platform entirely. It’s not worth the risk.

Don’t Be Inconsistent or Ignore Your Community

Consistency is vital. Don’t post inconsistently, as a dormant account will quickly lose visibility. Regular posting keeps your brand in front of potential customers. Equally important, don’t ignore comments or DMs.

Treating TikTok as a one-way broadcast will prevent you from building the loyal community that’s so crucial for long-term success.

Your Next Steps for TikTok Success

Navigating the world of TikTok advertising can feel a bit daunting, but by keeping these fundamental dos and don’ts in mind, you’re already on the right track.

Remember, it’s not about being the loudest voice in the room, but about being the most authentic and engaging.

Success on this platform comes from understanding its unique culture, staying true to your brand, and building genuine connections with your audience. So, are you ready to stop guessing and start creating TikTok ads that truly resonate?

If you’d like to dive deeper into a TikTok strategy tailored specifically for your business, I’m here to help. I work with small business owners to create authentic and effective content that gets results.

Let’s have a chat about how we can make TikTok advertising work for you.