By Azwidohwi Mamphiswana
TikTok’s short-form video content and algorithm-driven visibility are reshaping how small businesses market their products and services.
With 17.5 million users aged 18 and above, TikTok has become a dominant force in South Africa’s digital landscape.
According to Lawrance Ramotala, area manager at Business Partners Limited, TikTok is at the forefront of a global shift toward short-form video marketing, which has overtaken traditional advertising in both reach and engagement.
“Traditional advertising, which can be expensive and often impersonal, is losing to digital storytelling, where authentic and engaging content connects brands with their customers,” said Ramotala.
Unlike traditional media, which requires significant financial investment, TikTok’s algorithm prioritises content over budget, giving SMEs a cost-effective way to reach large audiences.
According to the What’s Next 2025 Trend Report, 81% of South African users are open to discovering new brands or products on TikTok—making it a fertile ground for SMEs looking to establish customer loyalty.
From fashion and beauty to food and tech, businesses are leveraging TikTok’s organic reach, live streams and interactive features to directly connect with customers. These tools allow entrepreneurs to showcase products, respond to real-time queries and build relationships.
Before diving into TikTok, Ramotala advises small business owners to understand their target audience and assess whether their customers are active on the platform.
“TikTok’s user base tends to skew younger [people], with the majority being Gen Z and Millennials. However, these younger consumers are influencing purchasing decisions and account for a growing percentage of the workforce and entrepreneurs themselves,” Ramotala said.
He emphasised that it was important to consider that children, employees or business partners of customers may be active on the platform.
Busisiwe Mtembu, founder of Sacred Handbags, has successfully used TikTok to boost her business. The 20-year-old entrepreneur has seen her sales double after sharing videos of her handbag collection.
“People love seeing how I package orders and style my products—it makes them feel part of the experience,” Mtembu told Vutivi News.
She said TikTok has also opened doors to wholesale resale, increasing her revenue without additional marketing expenses.
“I provide wholesale resale to people who engage with my content and want to be like me,” she added.
“TikTok makes me pop on people’s pages.”
To help SMEs maximise their TikTok presence, the platform launched TikTok for Business in South Africa. This initiative offers self-serve advertising tools that simplify campaign creation without requiring large marketing teams.
It democratises marketing, allowing businesses to run targeted campaigns with a fraction of the budget once needed for traditional media.
However, Ramotala warns that cybersecurity should not be overlooked.
Small businesses are frequent targets for cybercriminals due to limited security resources.
“A few simple steps, like using strong passwords, enabling two-factor authentication, educating employees and monitoring account activity,can go a long way in keeping
your business safe online,” he advised.
