TikTok Growth Tips for Businesses
With over 1.8 billion monthly active users, TikTok is one of the fastest-growing social media platforms. For businesses, it’s a powerful tool, offering greater brand visibility, strong engagement, and endless opportunities for creative marketing.
This year at Kiwi Crunch, we decided to use TikTok as a fun way to support local recruitment and boost our workplace culture. What started as a light-hearted marketing project has grown into something much bigger. Our page now has more than 1.4 million likes, and over 13 million post views.
Packhouse manager Vinod Naik said, “TikTok brought a different kind of energy and excitement into the work environment. In the packhouse, it’s usually all about apples, schedules and deadlines, but TikTok gives us something else to connect over.”
The initiative has delivered a threefold benefit. “It not only promotes our apples but also strengthens our company culture and supports recruitment efforts.”
Our account posts a mixture of entertaining and relatable workplace content, usually situated in the packhouse with the apples on show. The most popular video has received over 7.5 million views and 600 comments globally.
Here are the tactics that helped us gain real momentum on our page.
Done is better than perfect: This became our motto. It’s easy for businesses to overthink every video idea and try to make everything flawless. We decided to let go of that pressure. Once we did, our content became more natural and fun to make.
Participate in trends: TikTok’s algorithm favors content that aligns with current trends (sounds, effects, hashtags, or formats). Joining a trend increases your chances of appearing on the “For You” page where most viral content is discovered.
Use trending sounds: TikTok runs on sound. We started using popular songs or trending audio clips that fit our videos. It helps catch attention straight away and often gives the post an extra boost.
Consistency matters: The app really does reward consistency. When we posted often, our videos reached more people. When we had gaps, our views dropped. It was a simple but important reminder that showing up often matters more than waiting for the “perfect” moment.
Using keywords: We started adding keywords on screen and in captions to build views. We also hide more keywords on screen and moving it slightly out of frame, the algorithm still recognised it without making the video look messy.
Show your staff! Faceless and ‘selling’ content does not perform as well. Having our staff in the videos has been the most important part. It gives viewers an inside to the business and opportunity to connect on a personal level.
Batch filming: Our TikTok Tuesday’s, became our filming day where we would pre-plan different videos, and then film them all in under 30 minutes. This meant we had a video for each day of the week, without having to take time out of every single day.
Keep it relatable: People connect with what feels real. We share small moments that our audience can see themselves in. Whether it’s something funny that happens in the orchard or a behind-the-scenes look at our team, the relatable videos always do better.
Funny, relatable, or inspiring: These are the three things we always check before posting. If a video makes people laugh, feel understood, or inspired, it’s usually a winner.
Engage with others content: Engaging with other people’s content helps TikTok’s algorithm recognize you as an active, authentic creator, boosting your visibility. It also builds relationships, drives traffic to your profile, and increases your chances of being seen and shared.
Try, learn, and adjust: We’ve learned that not every video is going to work, and that’s okay. The important thing is to experiment, check what’s performing well, and learn from it. TikTok trends move fast, so when you see one that fits your brand, jump on it quickly.
If you’re thinking about trying TikTok for your business, have some fun, show your team, and share real moments. For us, it’s been a great way to bring a bit of energy and connection into the business. Remember, done is better than perfect.