When you think of TikTok, you might picture viral dance crazes or lip-sync videos, but it’s far more than just a platform for fun and entertainment. For local businesses, TikTok is an untapped goldmine, offering a unique way to connect with your community, showcase what makes your business special, and attract new customers.
What makes TikTok stand out is its ability to provide authenticity and realness—things that local customers crave when choosing where to shop, eat, or get services. However, simply setting up an account and posting random content isn’t enough. To truly leverage TikTok, you need strategies tailored to your local market.
We’re not talking about the usual “just create great content” advice. We’re diving into actionable, lesser-known tactics that can put your business on the local map—both free and paid. These methods are perfect for those who want to break free from traditional marketing approaches and try something fresh that resonates with the local crowd. Ready to explore the possibilities? Let’s jump in!
1. Create Location-Specific Hashtag Challenges (Free):
TikTok thrives on hashtag challenges. Creating a local hashtag challenge is an easy way to get people in your area talking about your business. The beauty of this approach is that it turns your customers into your marketing team. When people participate and tag your business, they’re helping spread the word in a way that feels genuine and community-focused.
Example: A yoga studio could launch a “#YogaFlow[YourCity]” challenge, encouraging users to post short clips of their favorite yoga poses at home or in a park. Incentivize the challenge with a giveaway, like a free class or a branded yoga mat for the best video. As people join in, the hashtag becomes a local trend, driving awareness and interest in your studio.
2. Leverage Local Business Features in TikTok Ads (Paid):
TikTok’s ad platform offers advanced targeting options that can be a goldmine for local businesses. One of the best-kept secrets is its ability to hone in on specific locations, making sure your ads are seen by people in your area who are most likely to become customers. This level of precision means you’re not wasting ad dollars reaching people outside your target market.
Example: A local escape room business could run a “Weekend Escape Challenge” ad campaign, targeting users within a 10-mile radius. The ad can showcase short, exciting clips of groups attempting to solve puzzles in the escape room. By using TikTok’s geo-targeting, you’re ensuring that only the right audience—those close enough to actually visit—sees your ad. Throw in a limited-time offer, like a discount on group bookings for the upcoming weekend, to give viewers an extra push to take action and book their experience.
3. Host a “Behind-the-Scenes” Series (Free):
Customers love seeing what goes on behind the scenes. TikTok is perfect for quick, casual videos that give your audience a peek into the daily operations of your business. This not only humanizes your brand but also builds a sense of trust and authenticity. People want to support businesses they feel a connection with, and showing the effort that goes into your products or services is a great way to create that bond.
Example: If you own a bakery, create short daily clips of the baking process—kneading dough, decorating cakes, or pulling fresh loaves out of the oven. Narrate the clips with a voiceover sharing what makes your baked goods special, like using organic ingredients or traditional methods. These small glimpses into your routine make viewers feel like they’re part of the experience, and the more connected they feel, the more likely they are to stop by.
4. Use TikTok’s “Promote” Feature (Paid):
If you’ve posted a TikTok video that’s getting a lot of attention, the “Promote” feature can help you amplify its reach to a broader audience in your local area. It’s similar to boosting a post on other social platforms but tailored to TikTok’s engaging format. It’s a simple way to get more eyes on your best content without having to create a new ad from scratch.
Example: A local pizza place posts a fun video showcasing their new wood-fired pizza oven in action. The video gets positive engagement, so they use the “Promote” feature to push the post to TikTok users within a 5-mile radius. They include a call-to-action in the caption, like, “Stop by this weekend for a slice!” Promoting a post like this turns an already engaging video into a mini-ad that directly targets nearby customers.
5. Collaborate with Local Creators (Free & Paid):
TikTok is full of local influencers who have strong followings in your area. Collaborating with these creators can significantly expand your reach within the local community. When you partner with someone your audience already trusts, it makes your business seem more approachable and trustworthy.
Example: Reach out to local TikTok creators whose content aligns with your brand. If you run a trendy coffee shop, look for lifestyle or foodie influencers in your city. Offer them a free drink or snack in exchange for a shoutout or a fun video made in your shop. A collaboration like this feels authentic and lets you tap into the influencer’s established audience. A helpful tip: provide a unique discount code for them to share with their followers, which not only drives traffic to your business but also allows you to track the success of the partnership.
6. Engage with Local Content (Free):
TikTok’s “Nearby” and “Search” features are fantastic tools for discovering local content. Engaging with posts tagged in your area or using relevant hashtags is a subtle but effective way to build a network within the local community. When users see your business engaging with them, it creates a sense of familiarity and goodwill.
Example: A florist shop searches for hashtags like #YourCityEvents or #YourCityWeddings to find and interact with content creators in the local area. They comment on a bride’s wedding planning video, complimenting her bouquet choice, and offer a subtle mention of their floral services. This interaction feels genuine, helps build relationships, and softly promotes the business in the process.
7. Run a Local Contest or Giveaway (Free & Paid):
Running a contest or giveaway is one of the quickest ways to boost engagement and attract new followers. The key is to keep it simple and tie the prize directly to your business to attract people who are genuinely interested in what you offer. It’s also an excellent opportunity to increase foot traffic to your physical location.
Example: A local car detailing service could host a “Clean Car Giveaway” where they offer a free premium detailing package to one lucky winner. To enter, participants must follow the detailing service’s TikTok account, like the video, and tag a friend in the comments. To keep it local, require participants to use a city-specific hashtag, such as #ShineWith[YourCity]. For extra reach, the detailing service can promote the contest video using TikTok’s “Promote” feature to ensure it’s seen by more people in the area. This way, you’re drawing attention to your services and building a local following that could turn into loyal customers.
The Takeaway: Turn TikTok into Your Local Marketing Superpower
TikTok isn’t just for kids anymore, it’s a dynamic platform where your local business can thrive. Whether you start with a simple behind-the-scenes video or jump into collaborations with local creators, the goal is to be authentic, relatable, and engaging. Your customers want to know who you are, what you stand for, and why they should choose your business over others. TikTok gives you the chance to show all of that in a fun, digestible format.
So, what’s your move? Pick one or two of these strategies to try this month and watch how TikTok can transform your local marketing efforts. It’s time to step into the spotlight and let your business shine!