TikTok: A Must-Have Trend for SMEs to Watch

TikTok emerged as a hero in boosting brand awareness during the COVID era. But can it still help brand owners battle sluggish consumer spending and price wars with Chinese products today?

TikTok is rapidly growing in Thailand, with over 35 million users. Businesses of all sizes are leveraging the platform to expand their reach and tap into new customer segments. What makes Thai users unique is their love for fun, excitement, humor, and accessible entertainment. This has led to a surge in “live stream sellers” and new TikTok affiliates, particularly during big sales events like 11.11, which saw 400,000 simultaneous live streams. Many TikTok affiliates have boasted about earning six to seven figures per month, showcasing the rising potential of this platform, undeterred by competition from Chinese merchants.

TikTok’s algorithm, which still offers significant visibility, allows content to trend easily. Coupled with Thai users’ preference for casual, approachable content, Thai-language content created by Thais for Thai audiences continues to win hearts. While many sectors in Thailand face a slowdown, products on TikTok continue to sell well. It’s crucial to understand the nature of the audience on this platform, and while TikTok is no longer new, it’s not too late for businesses to hop on and ride the wave of success.

This article will break down TikTok trends in Thailand that could benefit your business:

1. TikTok Boosts Awareness for All Businesses

TikTok remains one of the easiest platforms to reach new audiences and gain followers, second only to Instagram. Every business can harness it to increase brand awareness.

2. TikTok Shop and Affiliate Program for B2C Businesses

For B2C businesses, creating promotional clips isn’t enough in 2024. Setting up a TikTok Shop and adding product links directly into your videos is crucial. Partnering with TikTok Affiliates—content creators skilled at storytelling—can help drive sales. Don’t forget to mix in non-sales content to keep things engaging, such as behind-the-scenes clips of your office or factory, or product analysis. Variety is key, as users dislike being hard-sold.

3. Businesses Should Create Their Own Content for Branding

To stand out from competitors, brands must have their own channel and create memorable content. Popular formats include product experience reviews, subtle product placements in entertaining or funny stories, and viral challenges. These types of content often influence purchasing decisions.

4. B2B Opportunities on TikTok

While B2C content dominates, 2024 presents a golden opportunity for B2B businesses to capitalize on TikTok, with limited competition. B2B content that demonstrates expertise, such as educational clips, behind-the-scenes footage, or business history, still works well and can be adapted to TikTok.

Successful SME Examples on TikTok

Examples of SMEs successfully using TikTok include Caseharden, a Thai bag brand that has captured the hearts of women nationwide with a professional blend of TikTok Shop and other promotional channels, and Neng Super, which grew its sales by 30 times, using TikTok’s tools effectively.

As we move into 2025, the author believes that competition on TikTok will intensify, with more players entering the scene. Those who are already skilled at content creation will need to invest in better production equipment, storytelling, and hiring relevant teams. Newcomers should seize the opportunity now, as TikTok is still a platform where anyone can capture the audience’s attention, whether through simple clips or live streams. TikTok remains a land of opportunity for SMEs.

In a world full of new platforms and changing algorithms, the phrase “Content is King” still holds true. If you understand what kind of content appeals to your customers—whether mentally or emotionally—you will easily win their hearts.

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