How to Use TikTok for Business: A 2026 Guide for Marketing TeamsBy Hannah

Last updated: 27 July 2026

If you're wondering how to use TikTok for business, you're not the only marketing manager weighing it up. We hear so many prospects shut down the idea of using TikTok because:

1. they don't have in-house talent who like being on camera, or
2. they think it's the wrong place for their brand.

Now, not every brand needs to be on TikTok. But those two concerns shouldn't be a barrier to using the platform in 2026. Ultimately, TikTok is just another tool that can be used to connect your brand with your audience.

Here's why those concerns shouldn't hold you back today.

Quick start: how to use TikTok for business in 3 steps

1. Check whether your audience is actually there, the demographic data below usually settles this.
2. Pick a format that doesn't rely on an on-camera presenter, such as carousels, edited clips or voiceover.
3. Post consistently so the algorithm learns your audience and starts serving your content to them.

Myth 1: You need in-house talent who like being on camera

TikTok as a platform for business has changed a lot over the years. What used to be known for lip-syncing and trend-focused videos is now all about being original. Users are constantly finding new ways to use the platform and the same applies to businesses too.

Here are some brand accounts successfully utilising TikTok without featuring employees on camera:

• The Times -  the British newspaper uses the carousel format to break down information.
• The National Trust - a great example of turning simple short clips into inspiring ideas and entertaining ways to relate to an audience.
• Claude - demonstrates how to edit together simple clips and images to tell stories, without featuring a presenter.

Myth 2: TikTok isn't right for our audience

Usually this is followed by something like:

• "They're not 18."
• "It's a B2B audience."
• "It's a serious message."

Here's why that's not a barrier today.

Did you know that the largest percentage of TikTok users is not the youngest cohort? Here's the current breakdown:

TikTok User Demographics in 2026

• 25 to 34 years: 35.3%
• 18 to 24 years: 30.7%
• 35 to 44 years: 16.4%
• 45 to 54 years: 9.2%
• 55+ years: 8.4%

Source: Statista, TikTok global user age distribution

The number of global users is estimated at 1.9 billion.

In the UK alone, TikTok reports having crossed 30 million monthly active users.

There's no escaping it. Whether you're targeting mums, tech businesses or builders, your audience is on TikTok.

Obviously marketing teams have budget restraints to consider. You don't need to be on all the platforms and there may be a different platform to prioritise right now.

But if there's a budget to experiment with another platform, TikTok has some excellent advantages worth considering for businesses.

How to get started: setting up your TikTok business account

Once you've decided TikTok is worth testing, getting set up is straightforward:

1. Switch to a TikTok Business account in your profile settings to unlock analytics, advertising tools and TikTok Shop integrations.

2. Set one clear objective - brand awareness, community building or driving traffic, rather than trying to do everything at once.

3. Choose a format that suits your team's comfort level, such as carousels, voiceover-led edits or trend-adapted clips, rather than defaulting to talking-head video.

4. Add relevant keywords to your bio, captions and on-screen text so TikTok's search and recommendation system understands what your content is about and shows it to the right audience.

5. Get familiar with the insights and review TikTok Analytics regularly to see what's resonating and adjust your approach. This is the most powerful thing you can do.

3 reasons it might be worth thinking about for your brand

• It's quick and low cost to produce the content.
• The algorithm is driven by interest and consumption, so as long as you're giving it the right signals, it will help bring your relevant audience to you.
• There's now a local feed, which makes it easier for brands to connect with relevant local audiences.

Is TikTok right for your brand?

Not every brand needs to be on TikTok and it's fine to prioritise other channels if the budget or audience fit isn't there yet. But if the concerns holding your team back are "we don't have on-camera talent" or "our audience isn't there," the evidence above suggests neither has to be a dealbreaker in 2026.

Not sure if TikTok is right for your brand?

Swwim helps marketing teams build TikTok strategies that don't rely on in-house talent or trend-chasing. Get in touch for a free TikTok strategy consultation.