Barely a week goes by without a client asking me whether they should be on TikTok. And I always give the same answer: it depends. Not because I'm avoiding the question, but because genuinely, it depends on your business, your audience, your capacity, and what you want to get out of it.
Let me give you the framework I use to actually answer this properly.
First: what TikTok actually is now
TikTok has evolved significantly from a platform for teenagers doing dance challenges. Its audience has aged up considerably, a growing proportion of UK TikTok users are now 25–44. It's also a genuine search engine for many demographics, with users searching "best coffee shops in [city]" or "local florist recommendations" directly on the platform.
That said, it is still primarily a video platform that rewards a specific type of content: authentic, fast-moving, often personality-led, and trend-aware. That's the key question for small businesses, can you produce that, consistently?
Signs TikTok could work well for your business
TikTok is probably worth it if…
- Your product or service has visual appeal (food, beauty, interiors, fashion, craft)
- Your target customer is under 45, especially 20s and 30s
- You or someone in your team is comfortable on camera
- You can produce at least 3–4 short videos per week (it demands more volume than Instagram)
- You have a unique process, transformation, or personality that translates to video
- You want to build brand awareness rather than drive immediate enquiries
Signs you should probably skip it (for now)
TikTok probably isn't right if…
- Your target customers are primarily 50+ (though this is changing)
- You offer a B2B or professional service that doesn't lend itself to short video
- You're already stretched thin on Instagram or Facebook, adding TikTok will spread you thinner
- You're not comfortable being on camera and don't have someone who is
- Your local area is small, TikTok's discovery is algorithmic, not geographic, so viral reach may be wasted
"Being present on fewer platforms, done well, beats being poorly present on all of them."
The honest truth about time investment
TikTok rewards volume in a way Instagram doesn't. The general guidance from creators who've grown on the platform is to post at least once a day, or at minimum 4–5 times a week. For a small business owner already wearing ten hats, that's a significant commitment.
And it's not just recording. You need to edit (TikTok has native tools but they take time to learn), add text and audio, write your description, and post at the right time. For many small businesses, that time is better spent deepening their presence on Instagram or Facebook, where they already have a foundation.
The one exception I'd make
If you're in the food and drink or beauty/wellness space, and you're willing to put in the effort, TikTok Local is genuinely becoming a discovery tool. People searching for local restaurants, cafés, and salons do find them on TikTok. If you can film short, genuine, well-lit videos of your space, your food, or your work, with a local hashtag and your town in the description, it's worth experimenting with even a modest presence.
My recommendation
If you're not currently doing Instagram consistently and well, sort that first. Get your foundations right on one platform before expanding. If you are established on Instagram and you want to grow further, and you meet most of the "worth it" criteria above, then yes, test TikTok. Give it three months of genuine effort before judging the results.
The worst thing you can do is half-commit: posting twice and giving up when nothing happens. TikTok rewards persistence and experimentation. If you go in, go in properly.
Not sure which platforms are right for your business?
That's one of the first things we work out together. Book a discovery call and let's build a strategy that actually fits your business, not just a trend.
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