Have you heard more people tell you you need to use TikTok? 

TikTok has long been known as a platform where teens post funny dances and other short clips, but over the past few years, it has evolved into so much more. And it is now ripe for small business owners — including coaches and consultants — to leverage for traffic and sales!

But TikTok is different from other social media platforms. Let’s explore how to leverage TikTok for coaches, including:

• Why TikTok is good for coaches
• How TikTok is different from other online platforms
• What type of content performs best on TikTok
• A step-by-step plan to succeed on TikTok for coaches

Is TikTok Good for Coaches?

Is TikTok worth your time to get coaching clients? Let’s look at the numbers.

In the second quarter of 2025 alone, 192 million new people downloaded TikTok to their devices. That staggering number is impressive on its own, but on top of that:

• 120 million people in the US have TikTok in 2025 (that’s 49.6% of the population)
• The app gets 2 billion users monthly, 1.94 billion of whom are adults
• The biggest chunk of US TikTok users is aged 25 to 34 (39.7%)

Suffice to say, a ton of people (and not just teenagers) use TikTok. Unless you work strictly with people aged 45+, there’s a good chance you can find your audience on this app.

With that being said, TikTok can be powerful to help coaches reach potential clients… as long as you use it correctly. Ultimately, it’s completely different from other online platforms such as Instagram, Facebook, YouTube, blogging, and so on.

Let’s explain why.

How TikTok is Different from Other Social Media Platforms for Coaches

If you want to get coaching clients from TikTok, it’s important to change how you view this app. That’s because TikTok isn’t really a “social media” platform.

Why not? Other platforms are built for users to grow a following and cultivate a community. But that’s not the case with TikTok.

Instead, TikTok is an outreach platform. Like other social media apps, its goal is to get as many people as possible to watch content on the platform for as long as possible. 

But unlike other apps, TikTok’s algorithm pushes content to your For You Page (FYP) in a unique way. The content you see can include viral content, but not always.

The content you see can be from minuscule accounts.

But it will be relevant to what you’re interested in. In my experience using the most common social media apps, no other can customize a feed as well as TikTok can. 

This means a few things:

• First impressions count (you only have 1 to 2 seconds to grab someone’s attention)
• There’s a good chance people who see your content are interested in seeing that type of content
• Unless you go against community guidelines, you’re almost guaranteed at least 200-300 views per video (even if you don’t go viral on TikTok), since the platform drips your video to test its performance first
• Because anyone can get views, most videos get seen by non-followers and first-time viewers

That last point is especially important. TikTok is best for brand awareness, not community-building or social selling. 

It’s amazing as a tool to get new people to discover you as a coach because every new video is a potential chance at reaching 200-300 new people.

Your follower count doesn’t matter. And going “viral” won’t matter, either. You can have a video go “viral’ with a million views, but your next video may just get a thousand views.

That’s why each video you post on TikTok should work standalone, without context. This helps more people remain engaged, and keeping people’s attention on your content is what you need to get more views on this platform.

Imagine TikTok as a “digital business card” you can get in front of new people. If you do, you’ll be more likely to approach TikTok from the right angle as a coach!

Pro tip: There’s no better way to create a “digital business” card for your coaching business than by using Paperbell. Create your free account today to launch your coaching packages on a beautiful website, no designing required!

What Type of Coaching Content Performs Well on TikTok?

Now that you understand a bit more about how TikTok works, let’s explore the type of content that works best on this platform.

TikTok isn’t like Instagram. You don’t need a polished, “aesthetic” style for your videos to succeed. 

Instead, “raw” and “relatable” content seems to do well.

It was known for short-form content, which still does well, but longer content has been performing better and better, too.

With all that being said, the exact “type” of content you post on TikTok doesn’t necessarily matter. What matters is to make your content make sense with the reality of the platform.

Here are some best practices to create content that’s more likely to grow your coaching business on TikTok:

• Share content that warrants conversations in the comments (this will generate engagement and keep boosting your video to more people).
• Create videos that are easily ‘shareable,’ even to people who don’t know who you are.
• Post as many videos as possible that still make sense on their own, even if viewers don’t know you yet.
• Use a caption as a “title” to visually hook people in as they’re scrolling.
• Add voice captions to every video.
• Start every video with a hook: why should people keep watching instead of scrolling?

Follow these best practices to improve the success of your content, even if you don’t follow “trends” or use “trending sounds.” This will ensure you’re creating high-quality videos that people want to watch and share with others.

At the very least, if you don’t want to create content specifically for this platform, you should try reposting other content to your TikTok to get extra exposure for little to no effort.

How to Implement a Client-Getting Strategy on TikTok for Coaches

So what should you post on TikTok, specifically? And how do you translate video views into new coaching clients? 

Here’s how.

1. Create and warm up 5 TikTok accounts.

Yes, you read that right. Your first step is to create 5, not 1, TikTok accounts.

Quick caveat before we go further: unless you want to get flagged by TikTok as a spammer, do NOT create more than 5 accounts per device! 

So, why create 5 accounts instead of a single one?

This advice comes from coach and author Bobby Kim. Bobby shares strategies that work for authors, so his advice on what content to create is not applicable to coaches. However, his account creation strategy applies to anyone who wants to grow on TikTok.

Bobby runs a content team with over 100 people and has created hundreds of thousands of TikTok accounts. He has noticed that individual TikTok accounts perform differently, some much better than others.

Here’s an overview of the strategy he teaches to warm up and create multiple accounts – but feel free to check out his free course, TikTok Mastery, for more in-depth info, even if the content creation aspect is specific to authors:

1. Create a single new TikTok account on your device on Day 1.
2. Don’t follow any other accounts for the first 2 weeks.
3. Spend 30 minutes per day watching content on TikTok with your account; make sure you’re engaging with content that’s relevant to your coaching niche.
4. Create a new account every day and keep warming up those accounts until you’ve hit a maximum of 5 accounts on your device.

After the first week, your first account is ready to test. Here’s how you can test each account as they become “warmed up”:

1. Post a video on the account.
2. If your video gets 800+ views, post once a day for 5 days a week.
3. If you don’t hit 800+ views, take a rest day and repeat. You can repeat this process up to 5 times.
4. If each of the 5 tests never hit 800+ views, set the account aside.
5. For your successful accounts, look for an average of 500 views across all videos. 

For authors, doing this process at scale is essential to get several “good” accounts, but for coaches, you’ll likely only need to do this once across 5 accounts.

Why?

Bobby states that about 1 out of 5 accounts will perform well after this test. This means you should end up with a single account that outperforms the others.

By going through this process, you’ll mitigate the risk of getting stuck in the 200-300 views pattern. 

2. Choose between a business account and a personal account

Business accounts on TikTok have a few features personal accounts don’t have, such as:

• More analytical tools
• Access to intake forms for lead generation
• You can add a link in your bio before hitting 1,000 followers

But one of the biggest drawbacks is the inability to use a lot of the available trending sounds. Most sounds on TikTok aren’t cleared for commercial use.

And businesses fall under commercial use.

With that being said, great coaching content relies more on you speaking to the camera and less on trending sounds. That’s why I advise coaches to create a Business account on TikTok instead of a personal account.

To make this switch, navigate to the Settings and privacy menu in your TikTok account, then select Account. 

From there, click Switch to Business Account:

Follow the in-app instructions, and you’ll be done.

Keep in mind that you can always go back to a personal account if you change your mind. So there’s no harm in trying.

3. Set up your business first

Now that you have a TikTok business account, it’s time to create your coaching packages so that you can share the link in your bio!

The easiest way to create and display coaching packages is by using Paperbell. You can start by signing up to try it free, and once you’re logged in, go to the Packages menu and add your first package:

Choose the pricing model, or pick one of the templates to get going even faster.

From there, you can customize what’s included in your package as well as other details, such as:

• How many appointments are included
• Payment plans, if you choose to offer them
• Surveys, contracts/proposals, and digital content (either available instantly or on a custom schedule)
• Group coaching calls (if included)
• Automated emails to simplify your admin workflow
• Your cover image, package overview sentence, and description

Once you’ve got a package, navigate to the Website menu in Paperbell to customize your coaching site! You can change colors, titles, and images, but you can also:

• Add an opt-in box so people can join your coaching newsletter
• Link your social media profiles (including your TikTok account!)
• Add FAQs to counter objections and gain trust
• Display previous client testimonials if you have them

In 5-10 minutes, you’ll end up with a beautiful branded coaching website you can add to your TikTok account, like this:

4. Write an impactful bio

To set up your TikTok profile for success, update your bio with a short description of who you help and how you do it.

For example, parenting coach Marcela Collier at High Impact Club has the following bio:

“Helping you go from parenting frustration to peace & cooperation.”

This is clear and calls out her ideal audience — frustrated parents.

But she also includes the words “FREE class 👇 “ to direct people to click on her link. 

This calls her audience to action and entices them to click on the link to access the free class. Plus, signing up for the class lets them join her email list at the same time. 

That way, she stays in touch with people, even if they don’t see her other TikTok videos.

If you don’t have a link yet, you can use a Lead Form instead.

Lead Forms allow you to collect people’s information, such as name, email address, phone number, and more, without requiring a link to your website. These forms work natively within TikTok.

You can use these forms to allow people to apply for a free discovery call or to share a lead magnet with anyone who fills it out.

5. Dial in your client experience

The next element you should have in place is your booking process. 

Once you get traffic, how easy is it for that traffic to book your coaching services or get on your calendar? Do you have the automation in place to allow people to pay you or book more sessions without requiring your help?

If you created your coaching site with Paperbell, that’s going to be super easy to set up! Watch the video below to learn how to add automation to your process:

Then, set up your calendar availability:

And you’re good to go! When potential clients find you on TikTok, they’ll be able to book a package or a free discovery session without you having to lift a finger.

6. Choose your content pillars

Now that you’ve got your foundation, it’s time to get traffic. The role of your TikTok videos will be to get people’s attention so that you can drive traffic to your profile.

But what will you talk about in your videos? These will be your content pillars.

Your content pillars should be related to your coaching program, but they don’t have to be directly related, either. For example, Ekene Onu is a career and life coach for black women of faith. So while she does post about faith, charisma, and mindset, she also posts about:

• Energy levels
• Relationships
• Living a luxurious life as a black woman
• Femininity

Choose between 5-10 content pillars for your own coaching brand. 

7. Create videos for awareness

From your content pillars, you can start creating your videos.

At first, focus on content designed for awareness. This can be:

• Helpful and valuable content designed for your target audience
• Behind the scenes of how you coach clients
• Client success stories
• Personal stories that relate to your content pillars

For example, social media coach Rachel Pedersen frequently provides actionable tips about social media on her TikTok page:

To make your awareness content stand out, inject storytelling into your videos whenever you can. This will make you memorable, but it’ll also make you stand out from anyone who may try to copy your educational content.

8. Add conversion-focused videos in the mix

Your awareness content will help you get more views on your TikTok profile. Now, how can you turn those videos into clients?

Because a lot of people will see your face for the first time, TikTok doesn’t work well to sell high-ticket services to strangers. But you can drive traffic to other platforms, like your email list or a low-cost product.

To drive traffic on your list, you can publish videos that call your viewers to action. But instead of selling your coaching services directly, you can share a free or paid offer via your profile link or lead form. 

For example, you can promote a free lead magnet, a free strategy call, a waitlist for your program, or a low-ticket digital product. 

All of these can be ways for people to join your email list.

For example, marketing coach Hilary Krueger shares awareness videos, including topics such as:

• What should you write marketing emails about
• How to tell a story in your videos
• How to start your email list
• Mistakes on sales calls
• What her life looks like as a mom of 4 who runs a coaching and marketing agency

But she also calls her audience to action by doing the following:

• Invites people to join her email list directly
• Promotes her content matrix for $7
• Talks about her storytelling mini-course
• Waitlist for her year-long coaching program
• Application to work one-on-one with her

For instance, you can see her promote her storyteller course at the end of a video in which she explains the importance of storytelling:

Notice how all of these conversions will get people on her email list, one way or another. If Hilary were never to get a single view on TikTok again, she’d still be able to reach out to everyone who joined her list via these channels!

And this is the key to succeeding on TikTok for coaches. Use the platform to drive traffic to your free discovery calls or your email list instead of selling your coaching directly on the platform.

9. Stay consistent with your posting

Many people only receive a few hundred views per post on TikTok. And when that happens, it can feel discouraging.

But don’t give up.

Remember that every 200-300 views is 200-300 more people who have now gained awareness of your coaching business. 

And that’s only if your account is performing poorly.

Plus, you can always share your content on other platforms to get even more bang for your buck. For instance, you can post TikTok videos as Pins or Idea Pins on Pinterest.

Stay consistent and keep posting videos. Keep testing what topics work well and what hooks keep your dream clients engaged.

Play the long game. Over time, your efforts will compound.

US-Based Coaches: Make Money With TikTok’s Creator Rewards Program

If you’re based in the US, as well as the following countries:

• United Kingdom
• Germany
• Japan
• South Korea
• France
• Brazil

You may be eligible to earn money from your actual TikTok content by participating in the Creator Rewards Program.

However, you need to grow your coaching account first. Here are the minimum requirements:

• Be at least 18 years old
• Have an account registered in one of the eligible countries
• Revert to a personal account if you currently have a business account
• Have at least 10k followers and 100k total video views over the last 30 days

Those are the account requirements. Your content also needs to fit those guidelines to get monetized. But as a coach, you’ll find it relatively easy to hit these guidelines:

• Your content has to be original, high quality, and over 1 minute long
• It must hit at least 1k views
• You can’t do paid promotions on that particular video (so no pitching your coaching program)
• No Duet, Stitch, or Photo Mode content

Timothy Paul is a great example of a coach getting paid directly for his videos. He helps viewers with personal finance advice and resources.

Although he has paid offers for sale, most of his videos focus on providing valuable advice for free. 

This path isn’t necessarily easy, nor is it for every coach. But if you manage to grow your account and meet all the other requirements… why not get paid for what you’re already doing?

FAQs About TikTok for Coaches

1. What is the best social media platform for coaches?

The best social media platform depends on your strengths as a coach. If you’re comfortable showing up on video in a casual, less scripted way (compared to YouTube), you’ll absolutely thrive on TikTok.

2. Is TikTok a good place to get coaching clients?

Absolutely! If you show up on TikTok consistently, create content specifically targeted to your ideal audience, and direct your audience to take action by either checking out your packages or joining your email list, TikTok can help you land consistent coaching clients.

3. How do I promote my coaching packages on TikTok?

Use Paperbell to create and host your coaching packages on a beautiful website (no designing required). Then, you can add your Paperbell link to your TikTok bio, as long as you either have a Business account or at least 1000 followers.

Did You Know Paperbell is on TikTok?

If you want some inspiration on how to use TikTok, give us a follow and come engage with us!

Editor’s Note: This post was originally published in March 2023 and has since been updated for accuracy.