What is TikTok and How Does It Work?
TikTok is a short-form video platform where users can create, share, and engage with videos that range from 15 seconds to 10 minutes. The app is built around a personalized feed called the For You Page (FYP), which uses a smart algorithm to serve content based on what users watch, like, share, and comment on.
This means you don’t need a massive following to go viral—your content just needs to resonate. For small businesses, it’s an opportunity to show up authentically, share quick value, build a community, and turn casual scrollers into loyal customers. From DIYs to product demos, tutorials to behind-the-scenes moments, TikTok rewards creativity, consistency, and realness.
Why TikTok Matters for Your Business
TikTok isn’t just about dances and trends—it’s a powerful tool for small business owners to grow organically, reach new audiences, and turn views into conversions. With over 1 billion active users, this platform levels the playing field for small brands to compete with big names—if they know how to use it.
How the TikTok Algorithm Works
In the beginning, we mentioned the algorithm. Here’s how it works: the TikTok algorithm is designed to show users the content they’re most likely to enjoy, keeping them engaged for longer. It analyzes signals like watch time, engagement (likes, comments, shares, saves), hashtags, sounds, captions, and even the type of content you interact with most often.
Unlike other platforms, TikTok prioritizes content relevance over follower count, meaning small creators and businesses can get major visibility—even with a brand-new account. The more engaging your video is (especially in the first few seconds), the more the algorithm pushes it to new audiences through the FYP. Posting consistently, using the right hashtags, and encouraging interaction are key to working with the algorithm—not against it.
What Mark3ting is Doing to Help Businesses in Canada
At Mark3ting, we’re helping small businesses build brand awareness and create loyal communities with strategic content that blends authenticity and performance. Ready to do the same? Here are two winning strategies, followed by a special third one based on insights, data, and our own experience. Mark3ting is giving these 3 strategies for you, so you can start to see your business grow!
Strategy 1: Build Authority with Storytelling
What it is:
Tell your story. Why you started your business, what you’ve learned, the good days, the tough ones, and the wins. TikTok rewards raw, real content—and people trust people, not logos.
How to apply:
✔️ Share your “why” story in your first pinned post.
✔️ Post a weekly series: “Behind the Brand” or “How it Started vs. How it’s Going.”
✔️ Use captions that draw curiosity like:
“We started with $200 in a basement…”
“This mistake nearly ruined our launch…”
“How we got our first 100 customers…”
Why it works:
Videos that feel personal are more relatable, boost engagement, and turn viewers into fans. Bonus: they also improve watch time and saves, key TikTok signals for virality.
Strategy 2: Use Trends—but Make Them Yours
What it is:
You don’t have to invent every piece of content. Instead, leverage trending sounds, formats, and memes, but customize them to reflect your niche or message.
How to apply:
✔️ Monitor TikTok trends daily (via the Discover tab or TrendTok app).
✔️ Post your take on a trending format 2-3x per week.
✔️ Add your product/service naturally into the context.
Example: If the sound is “I was not prepared for that,” make it: “I was not prepared for how fast our eco-friendly paint sold out.”
Why it works:
TikTok’s algorithm boosts content using trending elements. By participating creatively, your business shows up in search, For You pages, and related video queues.
Strategy 3: Our Gift to You – Mark3ting’s 7-Day Growth Complete Framework
Based on research, current trends, and our work with clients, here’s the complete plan you can use to grow your businesses on TikTok. This is your plug-and-play strategy.
1. Define Your Goal
Set a clear and measurable goal using the SMART framework—Specific, Measurable, Achievable, Relevant, and Time-bound. For example:
“Robots Montreal will increase its TikTok follower count by 20% by the end of the month—growing from 800 to 960 followers—by posting 7 videos per week that showcase our service robots in real restaurant environments. Each video will include a clear call to action to follow our account and visit our website through the link in bio, aiming to boost brand awareness and generate qualified leads.”
This goal is focused, realistic, and perfectly aligned with Robots Montreal’s mission to reach more business owners in need of automation.
Our Social Media Expert’s Tip: Always go back to your goal—keep it visible and top of mind. Every piece of content you create should move you one step closer to achieving that goal.
2. Weekly Content Plan
✔️ Frequency: 7 posts per week
✔️ Timing: Use TikTok Analytics to post during high engagement times
✔️ Hashtags: Add 6 per post (mix trending + niche)
3. Content Types Breakdown
I. “Things I Wish I Knew” (3x per week)
Structure: 1-2 min, spoken, no background music
Goal: Build trust and expertise in your niche
Hooks to use:
✔️ “Things I’ve learned now that I’ve [achieved goal]…”
✔️ “What I wish I knew before starting my small business”
✔️ “X things I wish I knew before [launching product]”
II. Trending Sound with Text (3x per week)
Structure: 7 seconds
Goal: Boost reach and visibility
Steps:
✔️ Pick a trending audio from TikTok’s library (this helps boost reach)
✔️ Film a simple placeholder video
✔️ Add a strong, relatable caption in text overlay
Our Social Media Expert’s Tip: Because placeholder videos are visually light and loop smoothly, they hold attention and give your audience more time to read and absorb your text. They’re easy to produce but super effective, especially for brands looking to maintain a consistent posting schedule without overcomplicating production.
III. Routine or Lifestyle Content (1x per week)
Structure: Under 1 min
Goal: Show personality and build connection
Hooks to try:
✔️ “Spend the morning with me as a small business owner”
✔️ “Here’s how I package orders for my eco brand”
✔️ “Come with me to prep for our popup market”
4. Key Metrics to Track
✔️Follower count & growth rate
✔️Views per post
✔️Average watch time & completion rate
✔️Engagement: likes, comments, shares, saves
✔️Link-in-bio clicks
✔️Bonus: track which of the 3 content types gets best results—adjust weekly
Ready to Get Noticed on TikTok?
At Mark3ting, we don’t just follow trends—we turn them into strategies that drive growth. If your small business needs help with TikTok, SEO, or full digital strategy, our expert team in Montreal is here to help you grow, engage, and convert.
Book your strategy session with Mark3ting today and let’s start building your content plan.
