In finding new ways to thrive in the competitive digital landscape, many South African small and medium-sized businesses (SMBs) are using TikTok for its engaged audience, focus on authentic content and storytelling capabilities. Done right, SMB’s can level the playing field to grow their brand, expand their reach, and drive customer engagement, while bypassing the need for massive marketing budgets. So, what are SMB’s doing?
Success Stories from South Africa’s SMB Community
Several South African SMBs share how they are utilising the platform:
Freedom of Movement: Blending heritage craftsmanship with modern marketing trends.
Lifestyle brand Freedom of Movement (FOM) utilised TikTok’s Spark Ads format which integrates videos into users’ For You Feed and generates additional engagement with the brand’s account, increasing the number of likes and subscriptions. This helped the brand reach 1.2 million impressions at a cost of R0.004 per video view. FOM was able to scale its reach, amplify their brand’s story and engage younger audiences without losing authenticity and their focus on craftsmanship and quality.
Aesthetics by Chioma: Connecting through Storytelling
Founder Chioma Asomugha uses TikTok by ‘being herself’ and connect with customers in a way that feels personal and authentic. Her behind-the-scenes content, skincare routines, and real-life customer feedback have helped her build and grow a brand that resonates deeply with her audience.
The BossUP eCademy: A Tool for Education
Andile Mtolo, founder of The BossUP eCademy, shares educational content with the aim to empower aspiring entrepreneurs in the eCommerce space. Andile explains. “TikTok has allowed me to grow a community and turn engagement into real business opportunities.” Mixing motivational content, coaching tips, and real-life business advice has resonated with those looking to grow their e-commerce ventures. Andile currently has more than 88k followers, showcasing the platform as powerful educational tool.
Varsity Vibe: Reaching the Student Market
Varsity Vibe uses TikTok to connect with students in fun and relatable ways. “We’ve used memes and comedy to build trust with students,” says Marketing Manager Donna Mohamed. By creating content around student life, offering tips on maximising discounts, and promoting their partnership with big-name brands like H&M and Nando’s, Varsity Vibe has successfully built a loyal following. Influencer collaborations have further boosted their visibility.
Practical Takeaways for SMBs on TikTok
For SMBs looking to tap into the power of TikTok, there are key lessons to be learned from these success stories:
Authenticity Wins:
TikTok users gravitate toward brands that feel real and relatable. Whether you’re showcasing your day-to-day business operations, customer testimonials, or creative product uses, showing the human side of your brand can drive deeper engagement.
Educational Content Works:
As demonstrated by Andile Mtolo, TikTok isn’t just for entertainment—educational content that offers value can quickly attract a loyal audience. Businesses offering services or advice can share tips, tutorials, or real-world experiences to establish authority and trust.
Leverage Creator Partnerships:
Collaborations with influencers, as Varsity Vibe did, help brands authentically reach new audiences. Partnering with the right content creators can amplify your message and build trust with potential customers.
Entertaining Stories are the Key to Viewers’ Hearts:
4 in 5 users say TikTok is very or extremely entertaining, and viewers spend 26% longer watching entertaining ads when compared to ads with low entertainment value. And when a brand is integrated naturally into a video, viewers will find it more engaging. That’s what we mean when we say advertisers should find a natural hook for their creator-led content. When a creator uses their typical storytelling techniques or trademarks in branded content, the resulting videos are more likely to have the entertainment value that users are used to.
Use Trends Wisely:
TikTok is practically synonymous with trends—but they’re not all created equal. It’s best to choose ones that make sense both for your brand and the creator you’re working with. When you do, the resulting content feels the most organic and honest, and it allows you to show that you’re trend-savvy, which users love: 77% of viewers like brands better when they create or participate in trends on TikTok.
Pick the right community:
TikTok’s subcultures can give you a built-in audience to work with. When you do tap into communities in a nuanced and effective way, it can help you form bonds with viewers, who value the different niches on TikTok. 70% of users say they “feel part of a community on TikTok”, and 76% of viewers like it when brands are part of special interest groups on the platform.
For South African SMBs, the combination of authenticity, creativity, and targeted advertising on TikTok can lead to meaningful business growth. If you have a smartphone, a pinch of creativity and a willingness to experiment with trends and creative approaches, you are on the right track to finding your brand’s voice on the platform.
