TikTok Is Not Just for Dancing Teenagers. It Is a Serious Business Marketing Platform.
TikTok surpassed 1.9 billion monthly active users in 2025, making it the fifth most used social platform globally. Users spend an average of 95 minutes daily on TikTok — more than any other social platform. According to TikTok internal data, 61% of users have made a purchase after seeing content on the platform, and TikTok users are 1.4x more likely to research products after seeing them on TikTok versus other platforms.
At x13apps, we help businesses succeed on TikTok. Here is the strategy.
Understanding the TikTok Algorithm and Culture
TikTok algorithm (the For You Page) shows content based on user behavior, not follower count. This means even accounts with zero followers can achieve millions of views — a democratization no other platform offers. The algorithm considers: video completion rate (most important — did users watch to the end?), rewatching, engagement (likes, comments, shares), and user interests. Sound usage: trending sounds signal relevance to the algorithm.
TikTok culture values authenticity over production quality. Polished corporate content performs poorly. Raw, relatable, and entertaining content wins. Duets and Stitches allow you to interact with other users content, creating collaboration and community. Trend participation: jumping on trending sounds, hashtags, and formats signals cultural relevance. Speed matters — trends last days, not weeks, so content creation cycles must be fast.
Business Content Strategy on TikTok
Content types that work for businesses: educational micro-tutorials (how to do X in 60 seconds), behind-the-scenes (how your product is made, office culture), customer stories and transformations, expert tips in your industry niche, and humanizing content (meet the team, founder story). The hook is everything — first 2 seconds determine whether users scroll past. Start with a strong visual, question, or surprising statement.
TikTok advertising: in-feed ads that blend with organic content, TopView ads (first thing users see), Brand Takeovers, Branded Hashtag Challenges encouraging user-generated content, and Branded Effects (custom AR filters). TikTok Shop enables in-app purchasing. According to TikTok, 1 in 4 users have purchased after seeing a TikTok Shop video. At x13apps, we create TikTok strategies that feel native to the platform while driving business results. For more, read our video marketing trends guide.