How Does TikTok Helps SMEs in Business?

The emergence of the digital age is shown in human activities such as accessibility and feasibility of obtaining information that supports human needs. Social media marketing exists and is found to be one of the easiest strategies for businesses to reach out to more customers. A giant company named TikTok is one of the social media platforms with the fastest user growth since 2016. TikTok is one of the applications that relies on creating content related to the products or services that the business offers. One of the strategies is content marketing to attract new potential customers with the aim of recognizing the business to reach wider markets. This research aims to gain information on how TikTok helps SMEs to increase their sales and profitability. Using a qualitative approach, 7 business owners from different business backgrounds were interviewed. The results of this paper show TikTok can create a significant effect on business sales, as customers come from a wider range of backgrounds. The business creates creative and captivating content to attract customers. Collaboration with social media celebrities creates a huge number of followers that help SMEs increase their sales and profits.