If you're a small business owner and you don't have a TikTok by now, I know must be ignoring that small voice in your head that says "you're missing out" for months now. I get it, because that was me too, until recently. I started researching TikTok and brand marketing through the app and I found an incredibly versatile, fun platform that allows brands to develop their own voice and reach new markets.

On TikTok, everyone from clothing brands like Vineyard Vines, apps like DuoLingo,  and sponge companies like Scrub Daddy (yes, even sponges are on TikTok) have found a way to bring their brands to life. If you need more convincing, here's a few TikTok stats from Hootsuite to seal the deal.

Stay relevant

Jump on current trends and use popular sounds. It's okay if some of this content doesn't relate to your brand; the goal is to start showing up in user's feeds.

balance Promo + entertainment

Hide branding within funny content to gain attraction. Users don't want to share content that feels like an ad. But if you sprinkle branded elements into a funny post, you're likely to see more engagement.

completion rate beats view time

TikTok's algorithm prioritizes videos that are completed. Naturally, users are more likely to finish watching short videos. Make your point as fast as possible on TikTok to increase viewership.

caption your videos

Videos with captions do better than those without. According to Hootsuite, adding captions increases impressions by 55.7 percent. Plus, it makes your video (and therefore brand) more accessible to people who are hard of hearing!

Be active

Comment on others' posts. Post often. The TikTok algorithm rewards users who post more. More posts = more exposure = more followers! For example, The Washington Post publishes short videos every day and boasts over 3.3 million followers.