6 Ways Small Businesses Can Capitalize on TikTok's Resurgence 2025

TikTok is back in the spotlight, and for small businesses, this presents a huge opportunity to increase brand visibility, engage with a global audience, and drive sales. Despite regulatory challenges, TikTok has remained one of the fastest-growing platforms, with over 135.79 million active users in the U.S. alone as of 2025.

Following its brief removal from app stores earlier this year due to national security concerns, TikTok has rebounded stronger than ever. The U.S. government required ByteDance, its parent company, to sell its U.S. operations or face a complete ban. However, a 75-day extension has allowed the app to continue operating while negotiations take place, keeping businesses and creators on edge.

For small business owners, this uncertainty should not be a deterrent—it should be a motivator to capitalize on the platform’s massive audience while it's still available. The key to success is using TikTok strategically, leveraging its organic reach, ad capabilities, and viral trends to attract customers.

Here’s how your small business can take advantage of TikTok’s comeback and turn it into a revenue-generating powerhouse.

1. Establish an Authentic Brand Presence

Unlike traditional marketing platforms, TikTok rewards authenticity over polish. Businesses that show their personality, values, and behind-the-scenes operations tend to perform best. The more relatable and real your content is, the higher the engagement.

How to Build an Authentic Brand on TikTok:

• Create a TikTok Business Account: This unlocks analytics, ad features, and shopping integrations to help grow your business.

• Share Your Story: People love connecting with brands that have a story. Post videos introducing yourself, sharing why you started your business, and what makes your brand unique.

• Use a Consistent Tone & Style: Whether your brand is fun, educational, or inspirational, make sure your content reflects a cohesive personality.

• Engage with Your Community: Respond to comments, answer customer questions in video replies, and build relationships with your audience.

Example: A handmade candle business could post a "Day in the Life" video showing how they create new scents, package orders, and interact with customers.

2. Leverage TikTok's Advertising Solution

With its comeback, TikTok has revamped its ad platform, making it easier and more affordable for small businesses to advertise. Unlike Facebook and Instagram, TikTok’s ads blend seamlessly into users’ feeds, making them more engaging and less intrusive.

Best TikTok Ad Formats for Small Businesses:

• In-Feed Ads – These appear between organic videos on the "For You Page" and can direct users to your website or store.

• Spark Ads – These allow you to boost existing videos, helping them reach a wider audience without feeling like a traditional ad.

• Collection Ads & Shopping Ads – If you sell products, these allow users to browse and shop directly within the app.

• Branded Hashtag Challenges – Encourage user participation by launching a branded challenge where customers showcase your products in a creative way.

Example: A small skincare brand could use Spark Ads to promote a viral customer review video that showcases before-and-after results using their products.

3. Partner with Micro-Influencers for Authentic Promotion

Influencer marketing on TikTok is extremely effective, but small businesses don’t need to spend thousands of dollars on celebrity endorsements. Micro-influencers (10K - 100K followers) have higher engagement rates and are often more trusted by their audience.

How to Work with Micro-Influencers:

• Find Creators in Your Niche: Use TikTok’s Creator Marketplace or manually search for influencers who align with your brand.

• Offer Free Products or Affiliate Deals: Many micro-influencers are happy to promote products in exchange for a free sample or a small commission per sale.

• Ensure Authenticity: Give influencers creative freedom so their endorsements feel natural and relatable.

Example: A coffee shop could partner with a local food influencer to review their seasonal drinks in an engaging taste-test video.

4. Participate in Trends & Challenges for Maximum Visibility

TikTok is built on viral trends, and businesses that join in at the right time can experience huge exposure without spending a dime on ads.

How to Tap into TikTok Trends:

• Monitor the Discover Page: This shows trending sounds, hashtags, and challenges.

• Use Trending Sounds in Your Videos: TikTok prioritizes videos that use popular audio clips, increasing your chances of getting featured.

• Adapt Trends to Your Brand: Find creative ways to incorporate trending challenges into your niche.

Example: A fitness brand could participate in a "7-Day Fitness Challenge" using a trending song, encouraging users to try their workout routine

5. Utilize TikTok Shopping Features for Direct Sales

One of TikTok’s biggest updates is the expansion of TikTok Shop, allowing businesses to sell directly through the app. This seamless shopping experience removes friction from the buying process, making it easier for customers to purchase.

How to Set Up TikTok Shopping:

• Register for TikTok Shop – Sign up and connect your product catalog.

• Create Shoppable Videos – Post content featuring your products with direct shopping links.

• Host Live Shopping Events – Use TikTok Live to showcase products and interact with potential customers in real time.

Example: A clothing boutique could do a "Try-On Haul" video featuring their latest collection, linking each outfit to their TikTok Shop.

6. Analyze Your Performance & Adjust Your Strategy

Success on TikTok requires continuous optimization. Tracking performance helps you understand what resonates with your audience and where you should focus your efforts.

Key Metrics to Track in TikTok Analytics:

• Views & Engagement Rate: Measure how well your videos perform.

• Follower Growth: Track how your audience expands over time.

• Conversion Metrics: If using TikTok Shop or Ads, analyze click-through rates and purchases.

Example: A handmade jewelry business might notice that behind-the-scenes videos outperform product showcases. They can then adjust their content strategy to focus more on the production process.

Final Thoughts: Small Businesses Need to Act Now

TikTok’s resurgence is a huge opportunity for small businesses, but the window won’t stay open forever. With regulatory uncertainty still looming, business owners should take advantage of the platform while they can.

Action Plan to Get Started:

• Create a TikTok Business Account & Post Consistently

• Test Out TikTok Ads to Boost High-Performing Videos

• Partner with Influencers for Authentic Promotion

• Join Trending Challenges for Increased Exposure

• Set Up TikTok Shop & Use Shoppable Videos

• Monitor Analytics & Optimize Based on Performance

Small businesses that take action now will reap the benefits before competitors catch up. The best part? TikTok rewards creativity over budget, meaning even small brands can go viral with the right strategy.