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22 May 2023

Tiktok - a threat or an opportunity?

What should I consider and do if I decide to start using TikTok?

TikTok is a social media application that is used to publish short videos. The videos are mostly entertaining or insightful. A little over 80% of Finnish TikTok users are under 18 years old. It's an application that people primarily use to have fun. TikTok has grown in popularity year after year and month after month, so many companies are thinking about ways to use TikTok in their operations.

Who is TikTok for?

You should consider joining TikTok if your company and brand are interested in communicating in an entertaining and relaxed way. If you find it meaningful to provide added value to your followers, for example in the form of tips, ideas and inspiration in entertaining videos, TikTok sounds like your thing.

It is also good to take into account TikTok's largest user base – young people. If the target group of your brand and company is young people or you want to aim your message specifically to them, TikTok is a good channel for you. However, don't start using TikTok just because you ‘have to’. Just like other social media platforms, TikTok is not worth using just because everyone else does.

When to start a TikTok channel

I you want to build a community of young people around your brand, TikTok could be the right choice for you. In addition, if it is easy to create interactive, visual and light content around your service or product, TikTok could be a good match for your company. 

When setting up a channel, you should ensure that your company has enough available resources and motivation for long-term and regular content production, and that you can produce content in a style characteristic of the target group. It is good to approach TikTok as a long-term, well-planned choice and to commit to the continuous development of the channel. It should not be just a bit of fun or an experiment.

What to consider

Before starting a channel, it's good to stop and think about what kind of value your company or brand can give to the viewer. Your goals regarding TikTok should be clear. Secondly, it is good to ask why and for whom the content is produced. You should also know what you want to communicate and what do you want to achieve. You can get the most out of TikTok if you take a moment to create an action plan.

The world of TikTok is intense and fast-paced, so it's good to find your own ways to stand out and create recognizable content concepts. Even though TikTok is largely a social media that offers entertaining content, not all content has to be just plain silly. Informative content implemented in a way that suits TikTok can also work very well and offer a positive way to stand out. Decide your direction so it's easier to get going.

What to do on TikTok

When your business is on TikTok, the videos you produce are what matters. Make your videos entertaining. However, entertaining doesn't necessarily mean just fun. Instead, your videos can be insightful, interesting, emotional and addictive. Your videos can also be educational or contain values and social messages, presented in an entertaining way. On TikTok, you can unleash your creativity.

Different genres of content on TikTok are marked with hashtags, and it's good to know how to use them. The subject of your videos should be marked with the topic’s own hashtag. For example, health-related videos are tagged with #healthtok and food-related videos with #foodtok. Hashtags make it easier for your customers to find your videos and help new followers find you.

Your videos should be short and include a catchy message. The most important thing is to get straight to the point. Focus on the first three seconds and grab the viewer's attention in some interesting way. You can draw attention with a surprising angle, a beautiful view or a funny turn of events. Text can also be used, but it must be short. A short text can give a hint of what is to come.

Authenticity and music

On TikTok, you can still often see authenticity, which has become rarer on Instagram. The majority of the videos on TikTok are homemade and are easy for anyone to make. On TikTok, you can forget polished perfection.

TikTok's style is unique and differs from, for example, the style of TV commercials or YouTube videos. You can offer a new and interesting perspective on your company, product or service. Highlight something that would normally not take centre stage in your company. On TikTok, think about things from a new point of view.

Sound plays a key role on TikTok. Music and soundtracks give the videos their rhythm, so choose your soundscape carefully. Although you can go crazy when making TikTok content, it does not mean you can make poor quality content. Plan carefully but execute without excessive finishing touches.


If you've been thinking about using TikTok as a content and advertising channel for your business, now is a good time to act. At the moment, TikTok has a lot of users, but rather few companies actively producing content. So as an entrepreneur, this could be a valuable opportunity for you.


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