How to Use TikTok to Attract Your First Customers

Using TikTok to attract your first customers: TikTok has emerged as a powerful platform for new businesses looking to acquire their first customers.

With over 1.5 billion monthly active users in 2025, according to Statista, the app offers a dynamic showcase for brands looking to connect with global audiences in an authentic way.

But how can you turn short videos into a customer acquisition strategy?

This article explores smart and creative approaches to using TikTok effectively, with practical examples, a compelling analogy, and answers to common questions, ensuring your brand stands out in a sea of content.

Why is TikTok ideal for new businesses?

First, TikTok democratizes visibility.

Unlike other platforms, where reach often depends on a large following or paid ads, TikTok's algorithm, known as the For You Page (FYP), prioritizes relevant and engaging content, regardless of account size.

This means that a new business with zero followers can go viral if the content is creative and aligned with the audience's interests.

Thus, entrepreneurs have a unique opportunity to reach customers without high initial investments.

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Furthermore, the short video format encourages experimentation.

An entrepreneur can test different approaches, from tutorials to personal stories, without the need for complex productions.

For example, a small bakery might share the process of creating a cake in 15 seconds, highlighting its uniqueness.

This approach, combined with authenticity, creates an emotional connection with potential customers, who feel closer to the brand.

However, it is essential to understand the target audience to create content that resonates with their pains and desires.

Finally, TikTok is a breeding ground for trends.

Brands that follow viral challenges, sounds, and formats can insert themselves into relevant cultural conversations.

Imagine a new sustainable clothing business participating in a fashion challenge featuring a popular song: this not only increases reach, but also positions the brand as current and engaged.

So why not take advantage of this platform to turn curious people into loyal customers?

Practical strategies for attracting customers on TikTok

Authentic content and storytelling

First of all, authenticity is the gold coin on TikTok.

Users value brands that show their humanity, whether through behind-the-scenes footage or personal narratives.

For example, a natural cosmetics startup might create a series of videos showing the founder testing ingredients in her kitchen, explaining why she chose vegan formulas.

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This transparency not only educates, but also builds trust, which is essential for winning over your first customers.

Furthermore, storytelling is a powerful tool.

Instead of simply selling a product, tell the story behind it.

A unique example would be a handmade jewelry brand that shares the journey of a piece, from sketch to final product, with emotional narration about the artisan who created it.

This type of content humanizes the brand and creates an emotional connection, encouraging viewers to become customers.

On the other hand, avoid exaggerations or unrealistic promises.

TikTok users are discerning and spot inauthenticity quickly.

So focus on genuine stories that reflect your business values.

How can you use your brand story to inspire trust and curiosity?

Taking advantage of viral trends and formats

Next, integrating trends is a surefire strategy to expand your reach.

TikTok is driven by audio, challenges and filters that dominate the FYP.

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For example, a new coffee shop might create a video using a viral sound to show baristas preparing a latte with creative designs, encouraging viewers to visit the shop to try it.

This approach not only attracts attention, but also positions the brand as part of TikTok culture.

Furthermore, consistency is crucial.

Posting regularly at least three times a week keeps your brand visible.

However, each video must offer value, whether through entertainment, education, or inspiration.

A common mistake is to focus only on sales, which can alienate the public.

Instead, combine promotional content with informative or entertaining videos, such as product usage tips or fun facts about your niche.

Finally, use TikTok's native tools, such as automatic captions and visual effects, to increase accessibility and aesthetic appeal.

Brands that master these features tend to stand out.

So, keeping up with trends and adapting quickly is key to turning views into customers.

Interactivity and engagement

Another essential point is direct interaction with the public.

TikTok allows brands to respond to video comments, create duets, or use the “stitch” feature to engage with users.

For example, a fitness accessories store might answer a question about sizing with a video showing the product on different body types, reinforcing inclusivity and encouraging purchases.

Additionally, brand challenges are a creative way to engage.

Imagine a natural juice company launching the #SucoDoDia challenge, where users create their own recipes using the brand's products.

This not only increases engagement but also generates user-generated content (UGC), which is highly trustworthy.

Data shows that 79% of consumers trust UGC more than traditional ads, according to Stackla.

Finally, analyze the metrics.

TikTok Analytics provides insights into which videos perform best, allowing you to adjust your strategy.

Brands that actively respond to feedback and adapt their content have a better chance of converting viewers into customers.

Therefore, engagement is more than just likes, it's about building a community.

TikTok as an open-air market

Think of TikTok as a vibrant outdoor market.

Each booth (profile) competes for the attention of passersby (users), but only those that offer something unique – be it a free sample (valuable content), a captivating story or an attractive visual presentation – manage to attract crowds.

Just like in the market, you need to know your neighbors (trends) and talk to customers (engagement) to turn them into regular buyers.

Similarly, TikTok rewards those who stand out for their originality and interaction, turning curious people into loyal customers.

Practical examples of success on TikTok

Example 1: Handmade candle shop

An entrepreneur launched her handmade candle shop on TikTok on a shoestring budget.

She began posting short videos showing the manufacturing process, highlighting natural ingredients and unique scents.

In a video, he used a viral sound to create a narrative about how the candles were inspired by memories from his childhood.

The video reached 200,000 views in 48 hours, generating 50 direct orders via messages.

The key was combining authenticity with a clear call to action, like “Order your custom candle at the link in the bio!”

Additionally, she responded to comments with personalized videos, such as scent suggestions for different occasions.

This interaction increased engagement by 30%, according to TikTok Analytics.

Finally, she launched a challenge called #MyFavoriteCandle, where customers shared videos using their candles, generating organic content that attracted 100 more customers within a month.

This case illustrates how combining storytelling, engagement, and trends can transform a small business into an early success on TikTok, without relying on paid advertising.

Example 2: Online career consulting

A career consultant used TikTok to attract clients to his new coaching business.

He created a series of 30-second educational videos with practical tips, such as “3 Common Job Interview Mistakes.”

Each video ended with an engaging question, such as “Did you know that your body language can cost you a job?”

This approach generated thousands of comments, which he responded to with complementary videos.

To capitalize on trends, he participated in the #CareerHack challenge, sharing quick tips synced to popular songs.

One of these videos reached 1 million views, driving 300 leads to their booking page.

Additionally, he used TikTok Analytics to identify which videos posted at 7 p.m. had the highest engagement, adjusting his publishing strategy.

Success came from offering genuine value and using the video format to establish authority, proving that TikTok can be a powerful tool even for B2B services.

Frequently asked questions about using TikTok to attract customers

Using TikTok to Attract Your First Customers: Avoiding Common Pitfalls

First, avoid focusing solely on sales. Overly promotional videos are ignored or receive low engagement.

Instead, offer value whether through tips, humor, or inspiration.

For example, a clothing brand that only posts product catalogs misses the opportunity to connect emotionally with its audience. Mix promotional and educational content to maintain interest.

Also, don't ignore the power of sound. TikTok relies heavily on viral audio, and choosing the wrong sound can limit your reach.

Search for trends in the app or use the commercial sound library to ensure your content is discovered.

Likewise, avoid videos that are too long; keep them between 15 and 30 seconds to retain attention.

Finally, don't underestimate the importance of an optimized bio.

Include a clear call to action, such as “Shop now” or “Schedule your appointment,” and a link to your store or website.

A poorly crafted bio can waste traffic generated by viral videos. So, optimize every detail to maximize conversions.

Conclusion: Using TikTok to Attract Your First Customers

Using TikTok to attract your first customers is an affordable, creative, and highly effective strategy for new businesses.

By combining authenticity, trends, interactivity, and data analysis, your brand can stand out in a competitive market.

The open-air market analogy reinforces that success comes from offering something unique and building genuine connections.

With the right strategies, like those exemplified by the candle shop and the career consultancy, TikTok can be the springboard for turning curious people into loyal customers.

So get started today, give it a try, and discover how your brand can shine on the FYP!

Andre Neri July 23, 2025