KAMPALA, Uganda — For startups aiming to achieve significant growth without massive marketing budgets, TikTok is an indispensable tool, according to Michael Jjingo, General Manager of Commercial Banking at Centenary Bank. He argues that new businesses should actively leverage the short-form video platform to reach wider audiences and build strong brand presence.
Jjingo contends that TikTok offers a unique advantage because it values creativity, authenticity, and engaging content over expensive, polished advertisements. This environment allows even small startups to go viral, effectively competing with larger, more established companies.
“Startups, by their nature, are underdogs,” Jjingo writes. “What they do have is agility, boldness, and usually, at least one team member who’s willing to dress as a talking actor if it helps drive engagement. That’s where TikTok shines.”
He emphasizes that a single, well-executed video has the potential to rapidly expand a startup’s reach, leveling the playing field in the competitive digital market.
To effectively engage TikTok’s audience, Jjingo advises startups to ditch corporate jargon and instead embrace memes, trending sounds, and humor. He suggests innovative approaches like demonstrating an app’s features in an adventurous setting or using creative storytelling to explain a product.
Jjingo also highlights the platform’s unpredictability as a benefit. An unexpected user-generated video could unexpectedly thrust a product into the spotlight, creating a significant marketing opportunity. He notes that TikTok’s algorithm rewards bold and original content.
Beyond just entertainment, TikTok serves as a powerful engine of discovery. Jjingo observes that while users initially seek entertainment, they often stay for valuable information. Startups that master “edutainment” — blending educational content with engaging presentation — can build not only visibility but also crucial customer trust.
He points to TikTok’s high engagement rates, which he claims surpass those of other social media platforms. Unlike platforms where organic reach is limited, TikTok’s algorithm gives even new accounts a strong chance of their content going viral from the very first post.
However, Jjingo also offers a word of caution. He advises against merely following trends without substance, as this can make a startup appear desperate. He stresses that true, lasting success on TikTok requires a solid product or service to support any viral content.
Finally, Jjingo urges startups to treat TikTok as a community. He encourages active engagement with comments, collaborations with micro-influencers, and genuine interaction with followers, fostering authentic connections rather than simply broadcasting marketing messages.
