Leveraging TikTok; A case for marketing that startup

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OPINION

By Michael Jjingo

Once upon a time, there was a startup with a great idea. It had potential, passion, maybe even a pitch deck polished to perfection. But there it sat, lonely, underfunded, and unseen, while cat videos and dance challenges racked up millions of views on TikTok. That’s when it hit the founders: why not put their brilliant business where the eyeballs actually are? Welcome to the brave, chaotic, gloriously unpredictable world of TikTok marketing.

Now, if you’re a startup founder still stuck in the LinkedIn or whispering sweet nothings to your Instagram feed, allow this article to be your spirited nudge into the future. TikTok is no longer just for teens showcasing their latest choreography, it’s a full-blown marketing galaxy. And unlike traditional advertising, TikTok doesn’t demand a six-figure budget or celebrity endorsement. What it craves is creativity, authenticity, and the willingness to look a little silly for the sake of virality.

Startups, by their nature, are underdogs. They don’t have the budgets of big corporations, nor the brand equity of global giants. What they do have is agility, boldness, and usually, at least one team member who’s willing to dress as a talking actor if it helps drive engagement. That’s where TikTok shines. It rewards personality over polish, humour over hierarchy, and storytelling over slogans. It’s the platform where a single well-timed video can level the playing field faster than you can say the “algorithm.”

Let’s be honest, TikTok users have the attention span of a caffeinated squirrel. You’ve got about three seconds to stop their scroll, make them laugh, and convince them you’re worth a follow. So, startups need to ditch the corporate jargon and speak in memes, trends, and punchlines. Instead of a boring product explainer, imagine showing how your app solves problems while skydiving. Instead of testimonials, try dramatic reenactments by sock puppets. If it’s smart, fun, and genuine, it works.

One of the platform’s greatest charms is its unpredictability. Your startup could be about farm-to-table organic peanut butter, and next thing you know, you’re trending because someone used your product to butter toast during a breakup rant. And guess what? That could be your golden moment. On TikTok, marketing magic often comes from the most unexpected corners, like using trending sounds to explain your startup’s origin story, or hopping on a dance trend to announce a product launch. If nothing else, the algorithm rewards boldness.

But beneath the madness lies a powerful truth: TikTok is an engine of discovery. People come for entertainment but stay for value. A startup that can weave education into entertainment, what the cool kids call “edutainment”, will find itself building not just visibility but trust. Whether you’re simplifying personal finance, decoding skincare science, or showcasing your sustainable sock factory, there’s a niche audience hungry for knowledge wrapped in humour.

And the data doesn’t lie. TikTok’s engagement rates blow other platforms out of the water. Unlike Facebook, where your organic reach is about as hopeful as spotting a unicorn, TikTok’s algorithm gives even tiny accounts a fighting chance. Your very first video could go viral, not because you’re lucky, but because TikTok genuinely wants to know if your content is click-worthy. It’s democracy, but make it digital marketing.

Of course, like any powerful tool, TikTok has its dangers. Overdoing trends can make your startup look desperate. Too much humour without clarity can confuse your core message. And worst of all, chasing virality without a solid product to back it up will only speed up your fall from grace. Remember: TikTok can boost your visibility, but only value can sustain it. A funny video gets views; a functional, desirable product gets customers.

Startups should also treat TikTok as a community, not just a billboard. Respond to comments. Collaborate with micro-influencers. Stitch and duet with fans. Some of the most successful TikTok brands are those that interact like real people, not corporate bots. Be the brand that jokes, claps back (nicely), and celebrates its followers. It’s not just content marketing, it’s content mingling.

Still not convinced? Just look around. Small businesses have become overnight sensations on TikTok, from soap makers to tech nerds to pet accessory creators. One well-executed video, one funny filter, one authentic founder moment; and boom! Sales spike, followers flood in, and your startup transforms from “that little company” to “I saw them on TikTok!”

In conclusion, dear startups of the world: put down that dusty brochure and pick up your phone. TikTok isn’t just a time-waster; it’s a storytelling machine, a customer magnet, and possibly, your most effective growth fix. If you’re not on it, you’re not just missing a platform. You’re missing a party. And who wants to be the only brand not invited to the coolest party in marketing?

The writer is the General Manager Commercial Banking at Centenary Bank