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Grow your brand and business on the fastest growing social network
TikTok is rapidly becoming a go-to platform for coaches looking to expand their reach and grow their business. With over 1 billion active users and an algorithm that rewards content over follower count, it’s a prime opportunity to connect with new audiences. This article explores why TikTok is an effective platform for coaches and shares strategies to use the platform to build your personal brand, generate leads, and drive business growth.
In the following sections, we’ll break down how TikTok works, why it holds potential for coaches, and how you can successfully use the platform to scale your business. Let’s get into it.
As a coach or consultant, building a personal brand is massively important. TikTok launched in 2016, but not until the end of 2018 did it really explode onto the social media scene. It now boasts over 1 billion monthly active users and it remains the fastest-growing social media app globally.
Whilst it’s popular with young people, and the majority of users are 18 and 34 years old, uptake of the platform is strong among Gen X and Millennials. It’s also hugely effective at generating engagement, making it an ideal platform to connect with potential clients at the early or middle stages of their careers.
As you’d expect, TikTok offers business-friendly features such as analytics tools, advertising options, and the ability to add links to bios. But this isn’t what makes it such a powerful tool for client acquisition and business and brand growth.
TikTok’s power is in its algorithm, which prioritises the relevance and quality of content over the number of followers you have. This means anyone’s posts can gain traction, go viral, and create a mass of followers and enquiries. Keep reading.
TikTok is a short-form video platform with videos typically 15 to 60 seconds long. Users create and share quick, engaging videos on a variety of topics. The platform is popular among a diverse audience from everyday users to brands and influencers, sharing content that spans from entertainment and viral challenges to educational tips and personal stories.
What sets TikTok apart is its algorithm, which focuses on content relevance rather than the size of a user’s follower base. This means that even new or small accounts can go viral if their videos resonate with the audience. Unlike most social networks, you don’t need to spend years growing a massive following before you start seeing ROI.
The “For You” page is central to the platform, displaying personalised content based on user interactions, such as likes, shares, and comments. This feature allows coaches to reach wider audiences without the need for extensive paid promotion.
Aside from its algorithm, TikTok’s emphasis on trends, challenges, and music-driven content is a key difference from platforms like Instagram or Facebook. Users often engage with trending hashtags or sound clips, creating viral moments that can give visibility to videos. Unlike other platforms, where posts are generally static or text-heavy, TikTok thrives on dynamic, creative content that encourages interaction.
The platform also offers easy-to-use video editing tools, filters, and effects, making it accessible even for those without video production experience. This combination of features gives TikTok a unique edge in engaging audiences quickly and efficiently compared to other social media platforms.
Okay, so you might still be wondering, why TikTok? Why not Facebook? Why don’t I just focus on growing my LinkedIn account?
There are some unique features of TikTok that warrant consideration as a coach or consultant. Here are the top reasons:
As we’ve heard, TikTok’s algorithm rewards content based on engagement rather than follower count, meaning any coach has the chance to go viral if their content resonates. Every post is initially shown to a small audience and, if it performs well, it is shown to progressively larger groups. This means that your very first post could be seen by millions of people (if it’s really good!).
TikTok thrives on authentic, unpolished content, making it a perfect fit for coaches who want to focus on their message rather than production value. Genuine, in-the-moment videos, perform best, allowing you to connect with your audience in a personal and relatable way.
It’s easy to maintain consistency without the pressure of creating high-budget, studio-quality videos. No editing team required.
TikTok’s short-form video format (15 to 60 seconds) allows you to share impactful insights and tips with minimal preparation. Quickly film and upload videos directly from your phone, making it easier to create content frequently and stay engaged.
You don’t need to write lengthy scripts, plan your content way in advance, or hire a production team. Feeling inspired? Have something to say about a trending topic? Start recording, share, and get on with your day.
TikTok’s visual nature allows coaches to connect with their audience on a personal level by showcasing their personality, energy, and authenticity. Through motivational content, storytelling, and sharing client success stories, coaches can quickly establish emotional connections and credibility with their audience. This combination of authenticity and inspiration helps build trust, which is crucial in attracting and retaining clients.
Being active on TikTok signals that you’re forward-thinking and adaptable to changing trends. Clients often look for coaches who are up-to-date and comfortable with modern digital platforms.
Having a presence on TikTok also shows you’re capable of meeting clients where they are; likely connecting with an audience many other coaches are overlooking or simply cannot access.
For coaches, TikTok is an ideal platform to continuously deliver content that reinforces their credibility and keeps viewers motivated in real time. It’s the perfect platform to give your audience a taste of your coaching.
If you’re now seriously considering getting on the TikTok train, you’ll need to know how to succeed. That’s what’s next…
To stand the best chance of success on TikTok, adopt a strategic approach to posting. Here are the most effective strategies and tactics for growing their brand and ultimately growing their business:
Firstly, you need to know you can resonate with your audience, adding value to their experience on TikTok.
Before posting, clarify your core beliefs and values and ensure these align with those of your target audience. These values are the foundation of your content, as this will build a strong personal brand that attracts the right clients.
TikTok is a numbers game. Yes, the quality of the post is what matters, but you don’t know exactly which post is going to set the algorithm alight. You need to be prepared to take this seriously.
Aiming to post up to three times a day ensures there is a constant flow of content being pushed out. This also increases the chance of at least one video gaining traction, especially as the TikTok algorithm favours fresh content that engages viewers. The key is to keep the videos varied while staying true to the core message.
Along the same lines, you have to stick at this for a while. Why? Because you don’t know when a post is going gain traction or even go viral. You need to commit to a 30-day challenge of consistently posting content, even if they don’t see immediate results.
It’s common for TikTok accounts to take time to gain traction. Your first 30 posts may go unnoticed. Persistence is key to building momentum. By sticking to the plan for a month, you give yourself the best opportunity to understand what works and fine-tune your content strategy.
Now you know what’s involved, what do you actually post about? In order to post three times per day for a month, you need a bank of ideas.
Brainstorm at least 20 content ideas based on your beliefs and values and what topics you think your audience is interested in right now. ChatGPT is a perfect place to start, using it as your ideation partner.
Turn these ideas into mini-scripts that align with your expertise, and the needs of your audience. Experiment with different formats, such as motivational tips, client success stories, personal anecdotes, tips and tricks to see which resonates most with viewers.
After posting an initial 20-30 videos, review what, if anything, has gained traction. This involves analysing metrics like views, likes, comments, and shares to identify patterns. If certain types of content consistently perform better, lean into those themes.
If nothing gains traction, it’s time to pivot and try something new. Experimenting with different formats, styles, topics and opening lines can help find a formula that works. In general, mix things up; be more extreme, be more you!
Success on TikTok also comes from engaging with viewers. Coaches should regularly respond to comments, ask questions, and interact with users who engage with their content. The more a coach interacts, the more likely they are to build a community around their brand. Engagement also signals to TikTok’s algorithm that their content is valuable, further increasing the chances of reach.
TikTok’s culture is driven by trends—whether they are challenges, popular sound clips, or viral hashtags. Coaches should stay informed about current trends and look for opportunities to participate in a way that aligns with their brand. However, the key is to adapt the trend to their own message, ensuring they still stay true to their core values and expertise.
Authenticity is at the heart of what makes TikTok content successful. Coaches should focus on telling real, relatable stories that reflect their journey or their clients’ successes. People are drawn to content that feels genuine, and a coach who shares personal struggles or breakthroughs is more likely to resonate with viewers. This emotional connection can lead to long-term audience loyalty.
Lastly, use clear calls to action to guide viewers toward your services, website, or lead magnets. This could be as simple as asking viewers to follow for more tips or directing them to the link in your bio. TikTok’s business accounts also offer analytics and other features that can help coaches track engagement and refine their approach over time.
By following these strategies; posting regularly, staying consistent, and adapting content based on audience feedback, coaches can maximise their chances of growing their brand and business on TikTok.
Want more? Check out how coaches can win clients on social media.
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