How to promote your business on TikTok: 6 ways

6 min read · Updated October 19, 2026

TikTok is a place where people look for recommendations, not only entertainment. Here are the six main ways businesses promote there, and what each is best at.

1. Post your own videos

Short videos that show your product being used or explain something useful. This builds an audience over time, but it takes consistent posting and slow growth.

2. Work with creators

A creator's audience already trusts them. The cost is per post, and it varies widely by creator. This works best for products that look good on camera.

3. Run ads

In-feed ads reach people quickly. Typical cost is about $8 per 1,000 impressions (TrendTrack). Best when you need traffic or sales you can track.

4. Join conversations in the comments

People ask questions in the comments of videos in your niche: "what is this?", "where can I get it?", "any alternatives?" A helpful reply from a normal-looking account puts your brand in front of people at the moment they are asking. A TikTok beauty executive quoted by Glossy said that, in beauty, 77% of people who show interest after seeing creator content go on to search for it, and that the comments shape what they buy (Glossy, via Global Dating Insights).

5. Use TikTok search

People search TikTok like a search engine. Put the words people use in your captions and on screen, so your videos appear when they search.

6. Send people somewhere you control

Whatever you do on TikTok, give people a next step: a profile link, a simple landing page, or a search term to remember.

Where to start

If you have no audience yet, comments and creators are the fastest to get in front of people. If you have a product people already ask about, comments cost the least. Read more in how to get customers from TikTok comments.

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