TikTok video production for businesses
TikTok quickly became one of the most influential marketing channels in Finland. It gives businesses a huge opportunity to reach audiences in creative ways.
Even so, it pays to think of TikTok as one part of a multichannel short-form video strategy. The same short-form videos work brilliantly on other platforms too, such as Instagram Reels, YouTube Shorts, LinkedIn and Facebook.
Publishing on multiple channels means everyone in your target audience sees your videos on the channel they like best. That way you get the most out of your TikTok videos, as the same content earns views and engagement on several channels at once.
Short-form video for TikTok and every other channel
A single short-form video can multiply your visibility when you share it on every relevant social channel. In our experience, the same content works as-is on every channel in the vast majority of cases. For example, in a single month one client's video reached 300,000 views on TikTok, 600,000 on Instagram and 1.1 million on Facebook, all with the same content.
Being on multiple channels also matters because audiences differ from platform to platform. Every viewer has a favourite channel, so your brand should be visible on all of them: one potential customer prefers TikTok, another Instagram and a third YouTube. Short-form video now reaches older audiences very well too. Several of our client accounts have more than 60% of viewers aged over 35.
TikTok marketing is no longer just for young people
TikTok is still strong among young people, but it increasingly reaches audiences over 30 as well. That shift makes the platform attractive to almost any company that wants to reach active consumers or potential employees.
On videos produced by Höyrymedia, for example, up to 60% of viewers are over 35, which shows how broad the channel's reach is and how many different marketing goals it can serve.
What makes TikTok stand out from other channels?
TikTok stands out thanks to its algorithm and its culture. The platform's powerful recommendation algorithm is remarkably accurate at showing users exactly the content that interests them. That means even a small business can achieve huge organic reach on TikTok without a big ad budget.
On TikTok, trends spread like wildfire: music clips, challenges and memes create phenomena that other channels often copy. TikTok also rewards a bold, informal approach, where authenticity and entertainment beat overly polished corporate content.
What about Instagram and Facebook? They followed TikTok into short-form video with their own Reels, and both come with large, established user bases. YouTube Shorts, meanwhile, is part of the world's most popular video platform, so with Shorts you can build visibility and steer viewers towards your longer videos at the same time. LinkedIn stands out as a professional network: short-form video isn't flooding people's feeds there yet, so it can grab a lot of attention.
Case Panda: Finland's most-followed candy brand on TikTok
Panda is a great example of TikTok's power as part of a multichannel strategy. Höyrymedia has produced short-form videos for Panda every month since March 2023, and they have made Panda Finland's most-followed candy brand on TikTok. Its following has grown from zero to 70,000. The ideas have been bold: one video filmed at Panda's factory in Jyväskylä asked “Can you eat fresh liquorice?”, and liquorice challenges filmed on the streets drew plenty of attention.
Case Ruba: how multichannel short-form video made a sales coach a star
Mika D. Rubanovitsch, known as “Ruba”, proves that TikTok marketing works for B2B companies too. Höyrymedia helped Ruba launch a short-form video strategy on TikTok, and the results speak for themselves: after just over a year, we had generated 23 million views and plenty of sales opportunities, without any paid advertising. Our work started on TikTok but soon expanded to Instagram, Facebook, LinkedIn and YouTube.
You can read more about these and other success stories on our short-form video page.
How do you succeed with TikTok marketing in the long run?
The best way to succeed on TikTok, and on every other social platform, is to commit to creating and analysing content continuously. Test different kinds of videos and use TikTok's analytics to see what resonates best with your audience. We're here so you don't have to worry about any of this.
Regular, consistent content strengthens your brand's presence and grows your following. When your videos work on TikTok, they usually work on other channels too, such as Instagram Reels and YouTube Shorts.
Turnkey TikTok video production for your business
Höyrymedia offers a turnkey service for producing TikTok videos as part of your multichannel marketing. We know filming videos yourself is hard to fit into a busy schedule, so we handle everything from ideation to publishing.
Our team works closely with you to plan videos that perform seamlessly on TikTok and other platforms. You get our team's creativity and expertise, and best of all, the person on screen doesn't have to be an outside celebrity: your own in-house expert can be the star. We can also provide on-screen talent for your videos.
Learn more about multichannel production on our short-form video page.
Book a free call and let's come up with a short-form video strategy that fits your business.
Short-form video packages
Frequently asked questions about TikTok video marketing
TikTok's user base keeps growing, especially among people over 25. The algorithm is generous to new accounts, and organic reach is still significantly better than on many other channels.
On TikTok, entertainment, a fast pace and making use of trends are key. The algorithm favours authentic content that hooks viewers, not polished brand videos.
Publish authentic, gripping content regularly. The first few seconds are decisive. The algorithm rewards videos that people watch to the end and react to.
We tell stories about your company that no one else can copy. We get to know your brand and find the right style among hundreds of proven approaches. The main thing is that the content doesn't look like an ad.
The budget is made up of production and any paid advertising. For example, a monthly investment of €3,700–4,500 covers high-quality content and multichannel visibility.
TikTok content needs to earn views without paid advertising too. Ads work better for sales-focused videos, because you can add a direct link to them.
Absolutely. A well-made short-form video also works brilliantly on Instagram Reels, YouTube Shorts, Facebook and LinkedIn.
Yes. Employer branding, employee stories and expert content, for example, all work well on TikTok.
2–4 videos a week is often a good starting point. Posting regularly keeps the algorithm warm and grows your audience.
1–2 hours a month, plus the shoot day if you take part. Our model works best for busy marketing teams of just a few people, where time is tight. Our approach is “We do it, you approve”. Each month, your time goes on reviewing scripts (15–30 min), a monthly check-in (30 min), the shoot day (4–6 h, if you take part) and reviewing the finished videos (15–30 min). We're also happy to take publishing and replying to comments off your plate.
Why we're the right partner
We're the short-form video agency getting the best commercial results in Finland, with several accounts that are #1 in their category.