When two account managers from one of the world’s fastest-growing social platforms take to the stage, you expect charisma, creativity and a few laughs. But what Jake Valentine Gibbons and Niall Durkin delivered at Elite Business Live 2025 was far more than a light-hearted look at viral dances and trending sounds. It was a compelling case for why TikTok is not just a social playground. It’s an unmissable business tool.
Breaking the TikTok stereotype
Jake, Account Manager at TikTok, opened with energy and insight, diving straight into the platform’s evolution. “TikTok has grown far beyond viral dances,” he began. “It’s now a discovery engine for businesses, ideas, and communities.” And it wasn’t long before he dispelled the biggest myth about TikTok: that it’s only for Gen Z and fleeting trends.
“Four or five years ago, sure,” Jake admits. “But today? TikTok is a platform for everyone, from finance brands to bookshops, and the potential for businesses is phenomenal.”
And that wasn’t just talk. Over the next 45 minutes, Jake and Niall walked their audience through a masterclass on how brands, especially SMEs, can show up authentically, creatively, and profitably on TikTok.
TikTok 101
Niall stepped up next to strip things back. “What is TikTok?” he asked. “It’s the leading short-form video platform where creativity and trends are born.” With over one billion monthly active users (yes, billion), TikTok is a powerhouse of discoverability. And unlike other platforms, it doesn’t matter how many followers you have, what matters is how good your content is.
The For You page, TikTok’s signature algorithm-driven feed, is built for discovery. Good content travels fast. Great content? It converts.
Real businesses, real results
One of the most powerful moments came when the pair shared a video from an independent bookshop in Aberystwyth. Using TikTok, this tiny seaside store has built a thriving online community and significantly boosted in-store sales, all by showing up with honesty, personality and a bit of creative flair.
And this wasn’t an isolated case. From inclusive lingerie brand Lemonade Dolls to the humorous hand-pulled noodle bar in London, the takeaway was clear: TikTok helps brands reach and resonate with new audiences without needing a massive budget or a production team.
Ads, algorithms and authenticity
Jake then guided us through TikTok’s business solutions: five account types ranging from organic to paid, with powerful tools like the TikTok Ads Manager, Spark Ads (which let you boost organic content), and dark ads (for brands who want to advertise without a profile).
But the real magic lies in combining organic and paid strategies.
“Think of it like this,” Jake explained. “Your organic content builds your brand and community. Paid ads let you scale that reach and drive conversions. Together, it’s a recipe for long-term success.”
And for those nervous about ad setup? Enter Smart Plus! A new AI tool that automates campaign creation. Upload your video, choose your objective, set your budget, and let TikTok’s machine learning do the heavy lifting.
Content is queen (and it doesn’t need to be polished)
There was a running theme throughout the session: authenticity wins. TikTok isn’t the place for over-produced ads or corporate jargon. Instead, it’s where behind-the-scenes glimpses, founder stories, and off-the-cuff moments build trust and sales.
Niall’s tip? “Use what you already have. Share a day in the life, film an unboxing, and show how your product is made. People connect with people, not logos.”
Jake doubled down: “Brands that get trends get results. And the best way to get trends is to spend time on the platform. Fifteen minutes of scrolling can spark a week’s worth of content ideas.”
For those looking for more structure, they highlighted TikTok’s Creative Centre (a treasure trove of trending hashtags, sounds and top-performing ads) and Symphony Assistant, an AI-powered idea generator.
Timing is everything
As we head into spring, TikTok’s seasonal strategy couldn’t be more relevant. Whether it’s Easter, the London Marathon or Pancake Day, these are moments when communities gather, share and shop.
And here’s the genius: even if your business has nothing to do with Easter eggs or running shoes, there’s always a way in. One insurance firm simply shared pancakes in the office on Shrove Tuesday, and it worked!
“It’s about showing your human side,” Niall said. “Meet your audience where they are and let them in.”
TikTok for business in 2025
So, what did we learn? Let’s break it down…
- TikTok isn’t just for teens. It’s for any business ready to show up creatively.
- You don’t need a big following to go viral. You need good content and consistency.
- Start with organic. Then, back it with paid support like Spark Ads or Smart Plus.
- Authenticity matters more than polish. Real people, real stories. Those are what drive results.
- Seasonal content connects. Plan your calendar around the moments your audience cares about.
By the end of the session, the energy in the room had shifted. Phones were out, QR codes were scanned, and heads were nodding not just in agreement but in inspiration.
Jake closed with a cheeky grin: “If you want to triple your revenue like that noodle guy in London, my business card’s over there.”
But here’s the thing. It didn’t feel like a sales pitch. It felt like an invitation.
TikTok means business, and if this session taught us anything, it’s that the time to take it seriously is now.
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