Authenticity over perfection: Simple TikTok tips for small businesses

If you still think TikTok is just a place for dance trends, lip-syncing and teenage humour, it's time to give it another look.

TikTok has quickly become one of the most powerful discovery platforms for small businesses, and you don't need fancy equipment, a big budget or influencer-level editing skills to make it work.

Small UK brands are thriving on TikTok because they can show up as themselves, share their story, and connect with highly engaged audiences in a way that feels real and personal.

If you're a small business owner wondering where to begin, the good news is: TikTok rewards authenticity, not perfection.

In this blog, I'll walk you through how to get started, how to understand your audience and the simple actions that help build trust and visibility on the platform.

Why TikTok works so well for small businesses

TikTok presents a huge opportunity for businesses that want to be discovered.

With users spending an average of 90 minutes a day on the app, there's more space than ever for your content to reach the right people – even if you're just getting started.

Here's why it's such a strong platform for small businesses:

• The algorithm levels the playing field. TikTok's For You Page (FYP) doesn't favour big brands or big budgets. It favours content that people find interesting, helpful or entertaining.

• Authentic content performs better than polished ads. A simple behind-the-scenes video can outperform a professionally produced promo.

• Your audience can find you quickly. TikTok pushes content to people based on their interests, search habits and behaviour – meaning your ideal customers can discover you without you needing a big following.

• Small UK businesses are already winning. For example:

  • The Yorkshire Candle Company regularly shares behind-the-scenes production clips that reach thousands of viewers. It makes its content in house and uses a combination of trending content, behind-the-scenes (BTS) and professional imagery to showcase who it is and why audiences should trust it.

  • Little Moons, a London food brand, saw huge growth after customers began sharing authentic, unscripted reactions to trying its mochi.

These examples show that small brands can reach enormous visibility simply by showing up consistently.

Their videos now reach millions of people, and their products can be found in all major supermarkets, on UberEats, on Amazon and more.

Authenticity beats perfection every time

My biggest message for any small business starting on TikTok: don't overthink it.

Where many business owners get stuck is worrying about showing their face, not feeling "camera-ready" or assuming every video needs to be perfect.

But TikTok users want to see you – your voice, your ideas, your story and your personality.

Here are some simple authenticity-boosting ideas:

• Use your own voice when explaining what you do or why you love it.

• Share behind-the-scenes moments such as packing orders, creating products or everyday wins and challenges.

• Tell customer stories or show real reactions to your products or services.

• Keep videos quick and natural. A 15-second honest tip often performs better than a two-minute scripted video.

If a video doesn't perform how you hoped, don't let it knock your confidence. TikTok moves fast, and the algorithm can even pick up and reward your content months later if it becomes relevant again.

Progress over perfection – always.

VIDEO: Getting started with TikTok for business

In this session, I walk you through five simple, actionable steps that you can implement on TikTok right away:

Know your audience and how to reach them

Understanding your audience on TikTok helps you create content that feels relevant, relatable and valuable.

Here are three practical ways to do that:

1. Trends

Spend a few minutes a day scrolling your For You Page (FYP) to spot sounds, formats or ideas that relate to your niche. We call it research with a purpose.

Switch over from being a consumer, to thinking like a marketer. You don't need to jump on every trend, just choose the ones that fit your personality – then adapt it to suit your brand.

2. Hashtags

TikTok (and Instagram) now limits your use of hashtags, so make sure to use hashtags that are specific to your industry and audience.

Instead of broad tags like #SmallBusiness, try:

• #MadeInTheUK

• #SmallBizUK

• #CandlemakerUK (swap with your niche)

Relevant hashtags help TikTok understand who to show your content to.

3. Analytics

TikTok's built-in analytics show you who's watching, what they respond to and when they're most active. You can check:

• viewers' age ranges

• where they're based

• which videos kept their attention

Use this to refine your content so you're always speaking to the right people.

Engage to grow – why interaction matters

Posting alone isn't enough. TikTok is a community-driven platform, and engagement plays a huge role in how the algorithm understands your account.

Here's how to build real connection:

• Reply to comments frequently. Publicly and in the comments is always best. You can even reply with a video – a brilliant way to double your engagement and create a feedback loop.

• Use duets and stitches.

  • A duet shows your video side-by-side with someone else's.

  • A stitch lets you clip the first few seconds of another video before adding your own response.

  These features help you join conversations and introduce your brand to new audiences.

• Ask questions or start discussions in your captions to encourage interaction.

• Use TikTok Live to chat in real time, answer questions and build trust face-to-face.

People buy from people, and this is where TikTok really shines.

How to get started (and keep going)

1. Watch and learn

Spend 10 to 15 minutes studying creators in your niche to see what works.

Make notes on what you see repeating, whether it's styles, hooks, formats, questions or sounds. You could even save videos and keep your own little content library.

2. Plan a few simple video ideas

Ideas could include:

• your brand story in 15 seconds

• a quick product demo

• a frequently asked question

• a behind-the-scenes moment

• a customer review

3. Start posting consistently

Two or three videos a week is a great place to start. Consistency helps the algorithm learn about your account, and it helps you build confidence on camera.

4. Track meaningful metrics

Look at comments, saves and shares. These show you what resonates.

Don't obsess over follower numbers as they're a vanity metric and grow naturally with your loyal audience over time.

5. Experiment

Every video is data. Try new things, test ideas and see what sticks. TikTok rewards creativity and experimentation, not perfection.

Conclusion

TikTok is one of the most powerful platforms for small businesses right now. It rewards creativity, consistency and connection – not polished, high-budget production.

Your audience is waiting to hear from you, not a perfect version of you. So, take one step today and film a simple 15-second video, share something real and start showing up in the way only you can.

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