Should my business be on TikTok — Or is it just for kids?

Debunking the biggest myth in small business marketing right now.

It’s a question I hear a lot — usually with a slightly raised eyebrow and a hint of curiosity:
“Should I be on TikTok, or is that just for kids?”

Spoiler alert: TikTok isn’t just dance challenges and lip-syncs anymore. And if your competitors are showing up there while you're still unsure… it might be time to take a closer look.

Let’s unpack it.

TikTok in 2025: Not just Gen Z anymore

While it started as a Gen Z playground, TikTok has grown up fast. It’s now a global search engine, trendsetter, and discovery platform. In fact:

• Over 50% of users are aged 30+

• #SmallBusiness has billions of views

• It’s influencing everything from buying decisions to Google search traffic

Translation? Your audience might already be there — and they’re using TikTok to find new products, get recommendations, and connect with brands.

What works on TikTok?

The best content isn’t glossy or overly produced. It’s real, relatable, and adds value. Here are a few examples that work brilliantly for small and regional businesses:

🎥 Behind-the-scenes peeks
Packing orders, setting up your stall, prepping for a client.

📚 Tips and how-tos
Educate your audience in bite-sized chunks.
Think: “3 signs you need a financial check-in” or “Easy way to style this top 3 ways.”

😂 Relatable humour
Funny takes on small biz life, customer questions, or industry quirks.

🎤 Your story
People love founder stories. Why did you start? What drives you? What’s a day in your life like?

But isn’t it a time suck?

Sure, TikTok can be a black hole — but it doesn’t have to be. With a simple strategy and a few reusable templates, you can:

• Batch record a few videos in one afternoon

• Repurpose content from Instagram Reels or Stories

• Use trending sounds or formats to boost visibility

And the algorithm? It’s still one of the fairest in social media. You don’t need a huge following to go viral — just the right mix of authenticity and relevance.

Should you be on it?

Ask yourself:

• Is your ideal customer on TikTok?

• Do you have stories, tips or behind-the-scenes moments to share?

• Are your competitors showing up and gaining traction?

If you answered yes to any of the above, it’s worth experimenting.

That doesn’t mean dropping everything to become a TikTok influencer — but it does mean carving out space to test and learn. Like any platform, consistency and intention matter more than perfection.

What if you’re not ready?

That’s totally okay. TikTok isn’t essential for every business, but ignoring it entirely might mean missing out on:

• New audiences

• Organic reach

• Fresh ways to tell your story

If you’re still on the fence, start by:

1. Creating a personal account and following other small businesses.

2. Saving content ideas and trends you could adapt.

3. Filming a few test videos — even if you never post them.

You might surprise yourself.

Final thought:

TikTok isn’t just for teenagers anymore. It’s a modern-day word-of-mouth machine — and it’s still free to reach thousands of people.

So the real question isn’t “Should I be on TikTok?”
It’s: “Can I afford not to be?”

Feel like you’re doing a lot but not getting anywhere? Let’s build a step-by-step Tactical Marketing Plan so you know exactly what to do—and what to stop doing.