83In today's fiercely competitive market environment, many start-up brands or small teams face a real problem——
With a limited budget, how can you stand out onTikTok?
In fact,as a content-driven platform, TikTok does not entirely rely on burning money for traffic.
As long as you master the right methods, even with a limited budget, you still have the chance to break out at low cost!
Image source: Internet
Authenticity is the best traffic password
Many people mistakenly think that building a brand onTikTok requires high-end, polished videos. In fact, the opposite is true—usersare actuallymore willing to trust authentic, everyday content.
Take pet brandPetgravity as an example. They didn't have the budget for large-scale advertising at first, but simply let real users experience their products and encouraged them to share usage videos.
One mid-tier influencer with only431,200followers,@chidsj, posted a 49-second video showing a cat using a water dispenser. No flashy editing, no exaggerated lines, just a real record. As a result, the video reached13.1million views,335,300likes+, directly driving a 753.8% increase in product sales within three days.
Image source:TikTok
Don't look for top influencers, look for“the right people”
Many people, when it comes to influencer collaboration, immediately think of partnering with top influencers with tens of millions of followers.
But in fact, mid-tier and even small influencers offer better value and are closer to real users.
Clothing brandComfrt knows this well. Within 30 days, they collaborated with nearly21,400influencers, many of whom had between50,000~200,000 followers.
These influencers' content styles are natural and down-to-earth, and their product recommendations are not forced, making them more convincing.
For example, influencer@jordyn_gunderson (139,500followers) brought them$45.84million inGMV, while @megancahalan (64,500followers) contributed$7.48million.
Image source:echotik
Product as content: let your product“speak for itself”
If you don't have a budget for promotion, your product itself must be inherently shareable.
Australian bag brandBellroy is a typical example. They don't do fancy ads, but design each bag as a "functional artwork." For example, their ultra-thin wallet focuses on "easy storage but almost invisible," and this extreme design itself becomes a topic.
Bellroy also collected user needs early on through the community platform "Carryology," planting the seed before launching products.
This product-as-content strategy enabled them to surpass500 millionin annual sales without large-scale advertising.
Image source:TikTok
Make good use ofUGC, let users speak for you
One of TikTok's biggest features is its decentralized dissemination mechanism.
Even if you are a new brand, as long as one piece of content resonates with users, it can be infinitely amplified by the algorithm.
Both Petgravity and Comfrt heavily encourage user-generated content (UGC) and establish brand topic tags (such as #comfrtclothing). These shares from real users are not only low-cost but also highly trustworthy, quickly bridging the gap between brand and consumer.
Image source:TikTok
The core logic of low-cost breakout
No budget doesn't mean no opportunity. Through the three cases above, we can summarizethree core elements for low-cost breakout on TikTok:
Authentic content——let users see what the product looks like in real life;
Precise influencers——work with small and mid-tier influencers for better value and conversion;
Products with inherent shareability——great products speak for themselves and can even trigger a UGC explosion.
Finally, remember:TikTok is a platform where "content is greater than advertising." As long as you are willing to think from the user's perspective and move people with authenticity, even without a budget, you can find your own way to break out.