TikTok: how to build a strong online presence

TikTok has become part of daily life in London. It's where people share quick moments, local finds and stories that feel close to home.

For small businesses, it's a chance to show what happens behind the scenes and meet customers in a more personal way.

You can do a lot with very little. A phone and a few honest clips can show the heart of your business.

What matters most is giving people a sense of who you are and why your work matters. Small glimpses of daily life often say more than any advert could.

This guide sets out clear steps to help you use TikTok with purpose. It covers how to plan, create and measure your videos so you can build a steady presence and connect with people across London.

Who's your audience?

TikTok users are quick to scroll past anything that feels staged. They respond to short, visual and authentic content. Your videos don't have to look polished. They should feel real.

Think about your local customers.

• What do they care about?

• What do they enjoy seeing around London?

Maybe it's hidden spots, food markets, fashion, creative workspaces or small details of daily life. Keep your videos local and relatable.

Spend a bit of time watching what London-based creators post. Look for what gets people talking in the comments. Note the tone, style and pace. This helps you see what fits the local mood.

What do you want to achieve?

Before posting, decide what you want these videos to do for you. A clear goal keeps you focused. Some common goals include:

• Building awareness of your brand or shop.

• Driving traffic to your website or physical location.

• Encouraging engagement, like comments and shares.

• Attracting new customers in your local area.

Choose one or two goals at a time. Write them down and track progress each month.

If your aim is brand awareness, measure how many views and followers you gain. If it's website visits, use your profile link to track clicks.

Creating your profile

Your TikTok profile is your shop window. Keep it simple and consistent.

• Username: use your business name or a clear version of it. Avoid numbers or extra characters.

• Profile image: use your logo or a friendly team photo. People should see it and be able to recognise you, even at a small size.

• Bio: write a short line that says who you are and what you do. Make sure it's human and local.

  • Example: Independent coffee shop in Camden. Serving up small-batch brews and good vibes.

• Link: add your website or link-in-bio page. Update it if you're running events or special offers.

A tidy profile builds trust and makes it easy for viewers to find you elsewhere.

Building a simple content strategy

A good TikTok plan helps you post regularly without it becoming a burden on your time. Focus on three types of videos:

1. Behind the scenes – show how your business works. Let people see your process, your workspace or your team. Small moments are interesting, like when you're packing orders, preparing food or setting up for an event.

2. Tutorials or tips – share useful knowledge about your product or service. A florist can show how to wrap flowers. A café can share how to make the perfect flat white.

3. Trends and sounds – keep an eye on trending sounds, memes or challenges. If one fits your brand, join in. Use the trend in your own way.

Plan your week with a simple structure. For example:

• Monday: behind the scenes.

• Wednesday: tutorial or product tip.

• Friday: trend or community moment.

You don't need to post daily. Two or three times a week is enough to stay visible.

How to connect with local audiences

Local connection is your strength. People enjoy seeing businesses that feel part of their city.

• Use London-specific hashtags like #LondonSmallBusiness, #LondonFood, #ShopLocalLondon or hashtags for your borough, such as #HackneyEats or #BrixtonLife.

• Mention local landmarks or events in your videos. For example, if there's a market nearby, film while setting up there.

• Collaborate with other local businesses. Feature each other's products or share each other's posts.

• Respond to local trends. If something is happening in London that's getting attention – like a festival, transport story or pop-up – join the conversation in a light, relevant way.

The goal is to show you're part of the community, not just selling to it.

TikTok's tools and features

TikTok has built-in tools that make creating content easier for small teams.

• Scheduling: use TikTok's desktop scheduler to plan posts in advance. This helps you stay consistent without needing to post live every time.

• Editing tools: trim clips, add text, filters and captions within the app. For more control, try free apps like CapCut or InShot.

• Analytics: access your data under the "Business Suite" or "Analytics" section. Look at which videos get the most engagement and what times your audience is most active.

• Trends page: check the "Discover" tab to see trending sounds and hashtags. Use ones that fit naturally with your content.

These tools save time and help you refine your approach without needing specialist skills.

Other practical tools and resources

There are lots of tools outside TikTok that can help you save time and stay organised. Here are a few of them (some are free, some are paid):

• Canva – a quick way to create cover images or add captions.

• TikTok Creative Center – tracks trending sounds and hashtags.

• Later or Metricool – scheduling and analytics tools for a number of platforms.

Keep your toolkit light. Use what you actually need.

Keeping your story authentic

People use TikTok to see real life, not ads. Show your personality. Talk directly to the camera. Share your story in your own voice.

A few simple ideas:

• Tell viewers how your business started.

• Share the highs and lows of running a small business in your area of London.

• Introduce your team (if you have staff) and customers.

• Talk about why you love your neighbourhood.

Don't overthink production quality. Natural light, a steady hand and honest tone work best. Mistakes or laughter make you relatable.

The need to track and optimise

TikTok gives you useful data on what works. Look at your analytics once a week. Focus on:

• Views and watch time: shows which videos people actually watch.

• Engagement rate: likes, comments and shares show interest.

• Follower growth: indicates long-term appeal.

When something performs well, make more content like it. When a video gets low engagement, test a different angle or format.

Review your goals every month. Adjust your content plan if you need to. Continue testing new ideas, but don't stray too far from your tone and values.

Keeping things consistent and manageable

Small teams can easily burn out trying to keep up. Your TikTok marketing should be an enjoyable thing to do, so make it simple.

• Plan content in batches. Film a few videos at once.

• Use a shared folder or simple spreadsheet to track ideas.

• Set aside one hour a week to edit and schedule posts.

You'll build momentum without losing focus on daily business tasks.

Template: a simple TikTok plan for small businesses

Weekly posting schedule

• Monday: behind the scenes.

• Wednesday: product demo or tip.

• Friday: trend or community post.

Video checklist

• Is it short (under 30 seconds)?

• Are the first two seconds engaging?

• Is there a clear story or moment?

• Did you add text captions and hashtags?

• Is your logo or brand clear but subtle?

Monthly review

• What are your top-three performing videos?

• What age group is your main audience and where are they based?

• How many new followers have you gained?

• What lessons have you learned that you'll carry into next month?

Video ideas to get you started

• A quick tour of your workspace.

• Staff's favourite products or menu items.

• Before-and-after of a project.

• A time-lapse of setting up for the day.

• Customer reactions or testimonials.

• "A day in the life" of your small business.

• Seasonal tips or tie-ins with local events.

• Packing or unboxing an order.

• Introducing your team with humour.

• Sharing local recommendations (cafés, shops, markets).

These are simple, repeatable formats that don't cost much to execute.

In summary

Building a presence on TikTok does take time, but it doesn't have to dominate your week.

A few steady posts, made with care and curiosity, can make a real difference. People notice when a small business shows up with honesty and a clear sense of place.

Londoners are drawn to stories that feel close to their own lives.

When you share what happens in your world – the work, the faces, the local moments – you give people something to connect with. Over time, that attention turns into trust and recognition.

Keep filming, keep testing ideas and stay true to your tone. Progress comes from steady effort, not perfection. Each video adds a small piece to your business' bigger story.

Read more

• Digital marketing for small businesses in London: a brief guide

• Social media marketing for small businesses in London: a brief guide 

• How to be successful on TikTok and elevate your business [WEBINAR]

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