TikTok for business: how to grow your clients as an agency in 2025

TikTok in 2025: the reality for agencies

By 2025, TikTok will have over two billion active users worldwide. In the Netherlands and Belgium, the platform has grown from a teen app to a serious marketing channel for businesses in all sectors. What used to be an experiment is now a fixed part of the media strategy of ambitious brands.

For social media agencies, this means: TikTok is no longer an option, it's a competence you must master.

What's different about TikTok vs. other platforms

TikTok's algorithm is purely based on content quality and engagement — not on follower count. An account with zero followers can go viral if the content is good. This makes TikTok uniquely democratic and unpredictable.

What this means for agencies: you cannot rely on a client's accumulated reach. Every post must stand on its own. The quality of the hook (the first 1-2 seconds) is all-decisive.

The TikTok strategy per client type

E-commerce clients

By 2025, TikTok Shop will be a serious sales channel. Product demos, unboxings, and "results" videos perform excellently. Link TikTok content to your webshop for direct conversion attribution.

Service-based clients

Focus on educational content and behind-the-scenes. "A day as a [profession]", "Three things you don't know about [service]" — this type of content builds trust and positions the expert.

Local businesses

TikTok localization works excellently: content about the city, community engagement, local events. TikTok actively searches for locally relevant content for users in a region.

How to offer TikTok services as an agency

TikTok requires different skills than Instagram: video editing, fast content production, and a feeling for trends. Build these competencies within your team or collaborate with specialized video creators. Initially offer TikTok as an add-on to existing packages — not as a standalone service — until you have the flow.

Measurability on TikTok

TikTok for Business analytics provide good insights into reach, watch time, traffic, and conversions. Set up TikTok Pixel for e-commerce clients to measure conversions. Also report "earned media": the organic shares and duets that good content generates.