The number of businesses on TikTok has jumped, with smaller firms joining corporates such as Telstra, Coles and Woolworths at the same time as the Victorian Chamber of Commerce strikes a deal to train owners on how best to use the social media platform.

The chamber will on Monday announce a new partnership with TikTok to help business owners set up and understand the tips and tricks, amid warnings the platform can backfire for businesses that get it wrong and spark a cringe factor by trying to seem cool.