In today’s digital landscape, social media is the heartbeat of small business growth, it is obviously cheaper and easier to manage, it is like using your WhatsApp or Facebook profile account sharing your best moments only that this time, it is for your business, and you will have to imagine what will be interesting to your customers leading towards sales or conversion.
Platforms like TikTok and Instagram have transformed from casual hangouts into powerful tools for brand storytelling, customer engagement, and sales. For small businesses, mastering these platforms isn’t just an option—it’s a necessity. With short attention spans and fierce competition, you need strategies that cut through the noise. Here’s a guide with 10 actionable tips to elevate your TikTok and Instagram game and you can apply it to other social media platforms relevant for your business.
1. Craft a Scroll-Stopping Hook in Seconds
On TikTok and Instagram, you’ve got about three seconds to grab attention before users swipe past. Think of your content as the opening line of a gripping story—make it irresistible. For TikTok, start videos with a bold question or surprising fact tied to your niche. A bakery might kick off with, “Did you know this one ingredient makes cakes fluffier?” On Instagram Reels, pair a striking visual—like a product in action—with text overlay that teases value, such as “The secret to [your solution] is…”
Why it works: Both platforms thrive on instant engagement. A strong hook piques curiosity, pulling viewers into your story. Test different openers, track which ones get the most watch time, and refine your approach.
2. Show Your Face (Yes, Really!)
People connect with people, not faceless brands. Small businesses have an edge here—your personality is your superpower. On TikTok, go live to chat with followers or share a behind-the-scenes moment, like how you brainstormed your latest product. For Instagram, use Stories to show your daily grind—whether it’s packing orders or sipping coffee while planning. Don’t worry about perfection; messy hair and real smiles beat polished ads any day. At Brandlife Digital, we noticed we got more engagement for content that had our team carrying out an action compared to videos that were faceless of our team, you too can try it out and tell your own results
Why it works: Authenticity builds trust. Data shows TikTok and Instagram users engage more with creators who show their faces, and Instagram’s algorithm favours content that feels personal. Be the hero of your brand’s story—flaws and all.
3. Lean Into Trends Without Losing Your Voice
Social media platforms especially for TikTok and Instagram thrives on trends—dances, sounds, challenges—and Instagram isn’t far behind with trending audio for Reels. But here’s the catch: jumping on every bandwagon can dilute your brand. Instead, pick trends that align with your business and tweak them to fit your narrative. A craft store could use a viral “day in the life” sound to show how they source materials, while an Eatery might join a dance trend but swap moves for plates of savory meal reveals.
Why it works: Trends boost discoverability (hello, algorithm!), but staying true to your story keeps followers loyal. Check TikTok’s Creative Centre or Instagram’s Explore page weekly to spot what’s hot, then adapt it your way.
4. Tell Mini-Stories That Sell
Forget hard sales pitches—storytelling is your secret weapon. On TikTok, turn a customer problem into a 15-second tale: “She spilled coffee on her shirt before a meeting—until this stain stick saved her day.” For Instagram, use a carousel post to unfold a journey—slide one shows the struggle, slide two introduces your product, slide three celebrates the win. Keep it simple, emotional, and tied to your offer.
Why it works: Stories stick in people’s minds far longer than facts. TikTok’s short-form format and Instagram’s visual flow are perfect for quick, impactful narratives that subtly nudge viewers to buy.
5. Use Hashtags Like Breadcrumbs
Hashtags guide users to your content, but spamming #fyp or #instagood won’t cut it. On TikTok, mix broad tags (#smallbusiness, #tiktoktips) with niche ones specific to your industry (#handmadejewelry, #veganrecipes). Instagram works similarly—aim for 5-10 targeted hashtags like #shoplocal or #reelsofinstagram, plus a branded one unique to you (e.g., #JanesBakeryMagic). Research competitors or use tools like Hashtag Expert to find what’s trending in your space.
Why it works: Hashtags are the trail that leads your audience to your story. Relevant ones boost visibility without making you look desperate for attention.
6. Engage Like You’re at an “Owambe” Party
Social media isn’t a megaphone—it’s a conversation. On TikTok, reply to comments with short videos (use the “reply with video” feature) to keep the chatter alive. If someone asks about your product, show it in action. On Instagram, respond to DMs and Story replies with warmth—think of it as mingling with guests. Host a Q&A or poll in Stories to spark interaction.
Why it works: Engagement signals to the algorithm that your content matters, pushing it to more feeds. Plus, it turns followers into characters in your brand’s ongoing story, making them feel invested.
7. Post Consistently, But Don’t Burn Out
Consistency is key, but you’re not a content machine. For TikTok, aim for 3-5 posts a week—enough to stay relevant without overwhelming yourself. Instagram thrives on a mix: 3-4 feed posts, 2-3 Reels, and daily Stories. Batch-create content on a quiet day—film a few TikToks or snap Instagram shots in one go. Use scheduling tools like Later or Buffer to space them out.
Why it works: Regular posting keeps your story unfolding in followers’ minds, while batching saves your sanity. The algorithm rewards steady activity, but quality trumps quantity every time.
8. Showcase User-Generated Content (UGC)
Your customers are your best storytellers. On TikTok, repost a follower’s video of them using your product (with permission) and add your own spin—maybe a thank-you voiceover. For Instagram, share UGC in your feed or Stories, tagging the creator. A small business selling eco-friendly bags could repost a customer’s pic with “Loving how [customer name] rocks our bag at the +234Art Fair Lagos Event
Why it works: UGC is social proof—it’s like a friend vouching for your brand. It also builds community, turning customers into co-authors of your success story.
9. Experiment With Video Lengths
TikTok’s sweet spot is 15-30 seconds, but don’t shy away from 60-second explainers if you’ve got a tale to tell—like how your product is made. On Instagram, Reels can stretch to 90 seconds, perfect for tutorials or before-and-afters. Test different lengths and check analytics (TikTok’s Creator Tools, Instagram Insights) to see what your audience prefers.
Why it works: Variety keeps your content fresh and lets you adapt your storytelling to the message. Short clips hook, longer ones educate—both can drive results.
10. End With a Call-to-Action That Feels Natural
Every story needs a satisfying close, and for your business, that’s a call-to-action (CTA). On TikTok, wrap up with a casual nudge: “Want this recipe? Link in bio!” For Instagram, add a “Swipe up” in Stories (if you’ve got 10k followers) or “Check the link in bio” on Reels. Make it part of the narrative, not a salesy afterthought.
Why it works: A smooth CTA guides viewers to the next chapter—whether that’s your website, shop, or DMs—without breaking the story’s flow.
The Final Word: Your Story, Their Stage
Social media like TikTok and Instagram aren’t just platforms; they’re stages for your small business to shine. By weaving these tips into your social media strategy, you’re not just posting—you’re storytelling with purpose. Start small, experiment often, and let your brand’s unique voice lead the way.
The best part? Every like, comment, and share is proof your audience is listening. So, what’s the next chapter of your business story going to be?
For us At Brandlife Digital, we have consistently used the above tips to drive visibility and community growth leading to sales and conversion for businesses and we would like to do the same for you if you will be glad for us to help you.
