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Just a few years ago, TikTok was still considered an entertainment playground for youth. Today, this platform has become a place where millions of Vietnamese watch videos every day, search for product reviews, and make purchasing decisions. From small coffee shops to major brands, more and more businesses are investing in building a professional TikTok channel to expand their customer base.
However, many business owners still wonder if TikTok is suitable for their industry. This article will answer that question with specific reasons, along with a guide on effective steps to get started.
1. What is TikTok and why has it become an important marketing channel?
To understand why businesses should invest in TikTok, it is first necessary to understand how this platform operates. The section below briefly explains TikTok and its role in modern marketing.
TikTok is a short-form video platform driven by a recommendation algorithm. TikTok distributes content based on the interests and viewing behavior of each individual user rather than relying solely on follower lists. As a result, an engaging video can reach tens of thousands of people even on a newly created channel.
Today, users do not just watch TikTok for entertainment; they also seek inspiration, check reviews, and shop directly. This shift makes TikTok a marketing channel that businesses can hardly afford to ignore.
2. 6 reasons why businesses need to build a TikTok channel
There are many practical benefits that make building a TikTok channel a worthwhile investment. The six reasons below will give you a clearer view of the value this platform provides.
Access a massive and diverse customer base
TikTok is not only a platform for young people, but it also has the potential to reach a large adult audience in Vietnam. According to DataReportal, TikTok's advertising data recorded a potential reach of approximately 76.1 million people aged 18 and older by late 2025. With this coverage, businesses have more opportunities to reach customers across different age groups by targeting the right audience and creating content tailored to their needs.
When building a TikTok channel, businesses should clearly define their target audience instead of trying to reach everyone. Choosing topics and presentation styles based on customer behavior will give the content a clearer direction.
Algorithms favor quality content
This is the biggest difference between TikTok and many other platforms. Videos are distributed based on engagement levels, reflected in watch time, likes, comments, and shares.
Therefore, a small business with a new channel can compete on equal footing with major brands if it produces great content. The chance to go viral does not depend on advertising budgets or initial follower counts.
Increase brand awareness at a low cost
Compared to TV, print media, or Facebook and Google ads, the cost to reach the same number of viewers on TikTok is often lower when the content is good enough. Businesses can start with a modest budget and focus on investing in creative concepts and video quality.
Organic content also accumulates value over time. Each video acts as an asset that continues to bring views and recognition to the brand.
Build trust and emotional connection with customers
Video allows brands to showcase their human side through behind-the-scenes production, staff teams, workflows, and customer feedback. Authentic content helps build trust much more effectively than rigid advertising messages.
Customers tend to buy from brands they feel they understand and trust. Therefore, a well-managed TikTok channel shortens the distance between businesses and buyers.
Drive conversions and direct sales
The commercial potential of the TikTok ecosystem is further demonstrated by the rapid growth of TikTok Shop. According to VnEconomy, citing data from Metric.vn and YouNet ECI, in the first half of 2026, TikTok Shop's Gross Merchandise Value (GMV) in Vietnam reached approximately 115 trillion VND, up 27% year-on-year. Meanwhile, Shopee achieved around 144.3 trillion VND in GMV, representing a 15% year-on-year increase. These numbers show that TikTok Shop is narrowing the gap with the leading platform in Vietnam's e-commerce market.
Gain a first-mover advantage over competitors
In many industries, competition on TikTok is not yet saturated. Businesses that build a TikTok channel early will have time to accumulate content, understand algorithms, and build a community before competitors catch up.
The longer you wait, the higher the cost and effort required to catch up. Starting early is the simplest way to maintain a long-term competitive edge.
3. Which industries should build a TikTok channel?
Most industries can leverage TikTok by choosing the right content direction. Here are suggestions on how several popular industries can make use of this platform:
- F&B, restaurants, cafes: film preparation processes, venue space, and new menu items.
- Fashion, cosmetics: create lookbooks, product reviews, styling tips, and makeup tutorials.
- Real estate: project tours, legal Q&A, and home-buying advice.
- Education, training: share study tips, bite-sized knowledge, and student stories.
- Services, B2B: share expertise, case studies, and project behind-the-scenes.
What these industries have in common is that their content consistently delivers value to viewers. That value can be entertainment, useful knowledge, or inspiration, rather than pure advertising.
4. Common mistakes when building a corporate TikTok channel
Many businesses invest time without achieving results due to several common pitfalls. The most frequent mistakes include:
- Turning the channel into an ad board: one-sided product showcase videos cause viewers to scroll away immediately.
- Inconsistent posting without clear direction: a channel lacking identity makes it hard for algorithms and viewers to remember.
- Neglecting profile optimization: channel name, profile picture, bio, and links should be clear and consistent with the brand.
- Ignoring metrics: without analyzing which videos perform well, it is difficult for businesses to improve their strategy.
By avoiding these mistakes, your channel will have a solid foundation right from the start. This also saves a significant amount of trial-and-error time.
5. Should you build the channel yourself or hire a professional agency?
This is a question that almost every business asks before starting. Each option has its own advantages, and the section below will help you weigh your choices more easily.
Building it yourself: Full control but resource-intensive
Building the channel in-house gives businesses complete control over content. However, this approach requires staff skilled in video shooting and editing, a strong understanding of platform trends, and dedicated time for regular posting.
Hiring a professional agency: Saves time and ensures quality
Instead of building an internal team from scratch, businesses can opt for TikTok services from a professional agency. An agency can assist with content strategy research, scriptwriting, video production, performance tracking, and content optimization.
This option allows businesses to leverage expert teams without immediately hiring multiple new positions. However, businesses still need to participate in discussions to ensure the content aligns with their products, brand, and business objectives.
Read more: Should businesses build a TikTok channel in-house or hire an agency?
TikTok has evolved far beyond an entertainment app to become a cost-effective marketing channel with high conversion potential. Building a TikTok channel helps businesses reach new customers, build trust, and create a long-term competitive advantage.
The earlier you start, the more time you have to accumulate content assets and community. If you are looking for a professional TikTok channel-building solution, contact us for a strategy consultation tailored to your business.
