TikTok has gone from being an app for teenage dance videos to one of the world's most-used social platforms. Over 800 million active users. Record downloads during the pandemic. An algorithm that gives brand new accounts disproportionately strong reach.
It is inevitable that business owners are asking: should we be there?
The answer is not simple. But it is honest.
What makes TikTok different?
TikTok is a video-based platform where short videos (originally 15–60 seconds, now up to three minutes) are distributed via an algorithm that is remarkably good at showing you content you actually want to see, based on behaviour rather than who you follow.
That means an account with zero followers can publish a video and receive hundreds of thousands of views if the content connects. This is in sharp contrast to Instagram and Facebook, where organic reach is largely limited by who already follows you.
For businesses, this is a genuine opportunity, but one that requires the right type of content.
Who should consider TikTok?
TikTok works best for:
Businesses with a visual and engaging product or process Tradespeople, restaurants, hairdressers, designers, gyms, bakers: anyone who makes something visible and interesting has natural TikTok content.
Brands trying to reach under-35s The majority of TikTok's user base is under 35. If that is your primary audience, the platform is relevant.
Personal brands and specialists Experts who share knowledge in short, engaging formats do well on TikTok. It is not the platform for long analyses, but it is the platform for the "did you know..." format.
Businesses willing to experiment TikTok rewards authenticity and creativity, not polished production. If you are willing to try things and accept that a lot will not work, you have an advantage.
Who should wait?
TikTok is a poor fit for:
- B2B sales with long decision cycles
- Businesses where the primary audience is over 50
- Services with no natural visual component
- Businesses that do not have capacity to produce video regularly
The big caveat: rented land again
We have written about this before, with Facebook in 2018 and Instagram the same year. TikTok is a platform you borrow, not own. It is a Chinese-owned company under political pressure in several countries. The algorithm can change. The rules can change.
Use TikTok to build visibility and relationships. But make sure the valuable things (lists, traffic, conversions) happen on channels you actually control.
If you decide to try it
Advice for getting started:
- Publish consistently, at least three to five times a week
- Look at what others in your industry are doing: do not copy, but take inspiration
- Use popular sounds and trends as a starting point, then adapt to your context
- Do not over-produce. Authentic and fast beats polished and slow
- Measure what works: TikTok has solid analytics for business accounts
And remember: it is fine to conclude that TikTok is not right for your business right now. That is a better decision than starting without a plan and giving up after two weeks.
Want to discuss which social channels actually fit your business? Get in touch.