How to Use Instagram & TikTok to Market Your Handmade Products

Instagram and TikTok have become two of the most powerful social media platforms for handmade business owners. These visual-first platforms allow craft entrepreneurs to showcase their products, reach new customers, and increase sales—all without spending a dime on ads.

If you’re struggling to grow your audience, wondering what to post, or looking for ways to turn followers into buyers, this guide will break down how to use Instagram and TikTok to effectively market your handmade products.

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Why Instagram & TikTok Are Essential for Handmade Businesses

Selling handmade products relies heavily on visual marketing. Customers want to see your products in action, learn about your creative process, and connect with the maker behind the brand.

Key Benefits of Using Instagram & TikTok for Your Business:

• Showcase your products through engaging videos and high-quality images

• Reach thousands of potential customers for free by using trending sounds and hashtags

• Build a loyal community that interacts with your brand

• Increase sales by directing followers to your website or shop

You don’t need thousands of followers to make sales. A small, highly engaged audience is often more valuable than a large, inactive following.

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Step 1: Optimize Your Instagram & TikTok Profiles

Before posting content, ensure your profiles are set up for success. A well-optimized bio helps potential customers understand what you sell and where they can shop.

Instagram Bio Checklist:

• Clear Business Name – Example: Sweet Sublimation Designs

• What You Sell – "Custom tumblers, t-shirts & gifts"

• Call-to-Action (CTA) – "Shop now" with a link to your store

• Profile Picture – Use a logo or high-quality product image

• Story Highlights – Organize into categories like Shop, Reviews, New Arrivals

TikTok Bio Checklist:

• What You Sell in One Sentence – Example: "Handmade sublimation gifts & apparel"

• Call-to-Action – "Shop my collection"

• Link Your Store – Use Linktree if selling on multiple platforms

Keep your username consistent across platforms to make it easy for customers to find you.

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Step 2: What to Post on Instagram & TikTok

Many handmade business owners only post product photos. While these are important, video content drives more engagement and sales.

Content Ideas That Work on Both Instagram & TikTok:

1. Behind-the-Scenes Content
   Customers love seeing the creative process.

   • TikTok Example: A time-lapse of sublimating a tumbler

   • Instagram Reels Example: "Watch me create a custom order from start to finish"

2. Packaging Videos
   "Pack an order with me" videos are highly shareable.

   • Show yourself wrapping an order and adding personal touches like thank-you notes or branded stickers

3. Customer Testimonials & Reviews

   • Share screenshots of positive messages

   • Repost photos or videos from happy customers using your products

4. Problem/Solution Videos

   • Highlight a common problem your product solves

   • Example: "Struggling to find the perfect teacher gift? Here’s a custom mug they’ll love!"

5. Trends & Challenges

   • Use trending audio and formats to make fun, shareable content

   • Example: Lip-sync to a popular audio while featuring your best-selling items

Tip: TikTok favors short, fast-paced videos (7–15 seconds), while Instagram Reels can be slightly longer (up to 30 seconds).

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Step 3: How to Get More Views & Engagement

If you’re posting but not seeing results, try these proven strategies:

1. Use Hashtags Wisely

• Instagram: Use 5–10 relevant hashtags per post (#HandmadeBusiness, #SublimationMugs, #CustomGifts)

• TikTok: Mix trending and niche-specific hashtags (#SmallBizTok, #MomsOfTikTok, #PersonalizedGifts)

2. Post at the Right Time

Best Times to Post for Engagement:

• Instagram: 10 AM–12 PM or 7–9 PM

• TikTok: 6 AM–9 AM and 7 PM–10 PM

3. Engage With Your Audience

• Reply to every comment and direct message

• Comment on other trending posts in your niche

• Duet or Stitch popular TikToks to join conversations and trends

Tip: The first 30 minutes after posting are crucial. Quick responses help boost your visibility on the platform.

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Step 4: Turning Followers Into Customers

It’s great to grow your following, but the real goal is to convert those followers into buyers.

1. Promote Limited-Time Offers

• “Only 5 spots left for custom orders this month”

• “Use code TIKTOK10 for 10% off your first order”

2. Use Instagram & TikTok Shops

• Tag products in Instagram posts

• TikTok allows linking products in videos for seamless shopping

3. Host Giveaways to Boost Engagement

• Example: "Win a free custom tumbler! To enter: Like, follow, and tag a friend"

• Giveaways can expand your reach quickly by encouraging shares and engagement

Tip: Create urgency by emphasizing limited stock, exclusive designs, or seasonal availability.

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Final Steps to Grow Your Handmade Business on Instagram & TikTok

1. Optimize your profiles – Use a clear bio and link to your shop

2. Post engaging content – Share your process, products, and happy customers

3. Use hashtags and trends – Boost reach with trending audio and niche tags

4. Engage with followers – Build relationships by replying, commenting, and going live

5. Convert followers into customers – Offer promotions and use shopping tools

Challenge: Post one video today. Whether it’s packing an order, showing your workspace, or jumping on a trend—just get started.

By applying these strategies consistently, handmade business owners can increase brand awareness, attract loyal customers, and boost sales using Instagram and TikTok.