Unless you’ve been living under a rock (or, you know, avoiding the internet entirely), you’ve probably heard of TikTok—home to viral dances, booktok, bizarre challenges, and a lot of dog and cat videos. But the question is: should your business be on TikTok? It might seem like the place for quirky Gen Z humour and lip-sync battles, but can it also be a platform for serious marketing? Let’s dive in and see if TikTok should be part of your marketing strategy or if you should swipe left.
Who’s Scrolling on TikTok?
Let’s not beat around the bush: TikTok is dominated by Gen Z and millennials. In fact, about 60% of TikTok users are under 30, which means if your audience skews older, TikTok may not be the right dance floor for your brand.
But if your target audience does include younger consumers, TikTok is a playground for creativity and brand engagement. Big names have embraced the platform, using it to create fun, shareable content that doesn’t feel too “salesy.” These brands have found ways to connect with users by keeping it light, funny, and—above all—authentic. Because on TikTok, authenticity is key.
Tailoring Content for TikTok’s Vibe
TikTok is all about creativity, speed, and personality. You’re working with a small window of time (literally), so if you’re thinking of long-winded explainer videos or polished, corporate ads, you’re going to lose your audience faster than you can say “For You Page.”
Instead, you want content that’s snackable and shareable—something that makes people stop scrolling, chuckle, and maybe even click “follow.”
Here’s how different industries can make TikTok work for them:
1. FMCG (Fast-Moving Consumer Goods)
TikTok is a natural fit for FMCG brands, especially if you’re looking to reach a younger audience. Take Aldi UK (@aldiuk) for example; they post quirky videos with their mascot Kevin, what’s on the aisle of Aldi weekly updates, and regular content around their products and employees. They also pick up on the latest trends as well, recently posting recipes of the viral cucumber salad or pancake cereal using their products.
Recommended content: Viral challenges, user-generated content, employee generated content, or behind-the-scenes clips of your products — give people a reason to talk about you in a fun, relatable way.
2. Automotive
Okay, I know what you’re thinking: “Cars on TikTok? Really?” But hear me out — TikTok is an awesome space for automotive brands to go beyond showing off horsepower and instead focus on the lifestyle your cars enable. Take BMW (@bmw), which has embraced TikTok to showcase car tricks, scenic drives, and collabs with influencers. It’s less about horsepower, more about fun, aspirational content. Even individual members of the retail network are on there – @bmwgroupparklane post about new cars in their showroom and events, adding their own personal spin at a local level.
Recommended content: Think test drives, travel vlogs in cool destinations, or time-lapse videos of car servicing and/or restorations. ASMR seems to be popular too (if you’re not too sensitive to sounds like I am..) so think nails tapping on the steering wheel, peeling off the wrap from a new car and all those satisfying clicks from the buttons and toggles.
3. Hospitality
Whether you’re running a hotel, restaurant, or travel business, TikTok is your platform to make things look amazing. People are using TikTok to plan vacations (I regularly get showed beautiful holiday destinations that make me immediately turn to Booking.com or loveholidays), choose where to eat, and even find hotel hacks (seriously, check out the travel hacks on there). Brands like Hilton (@hilton) are showcasing their properties in fun, bite-sized clips and tapping into travel trends.
Recommended content: Room tours, staff behind-the-scenes, or those day-in-the-life videos that take viewers on a mini-journey through your business. If you’re serving up amazing food, don’t forget to get in on the food TikTok trend—because foodies love a good close-up.
4. Professional Services
Let’s be real: TikTok and law firms? It’s not exactly a match made in heaven. But, there’s room for professional services on the platform if you get creative. There are a lot of independent lawyers on the platform that are finding success by creating explainer videos that break down legal concepts into simple, digestible bites (with a dash of humour) which helps to build authenticity and loyalty. If you can offer educational value with a light-hearted twist, TikTok might just work for you.
Recommended content: Quick legal or financial tips, myth-busting videos, or anything that makes complex information seem easy. Just remember to keep it snappy—your audience doesn’t have time for long lectures.
5. Government
Surprisingly, TikTok has proven itself useful for public awareness campaigns too, especially poignant after the recent election. Each party were using the platform to spread information about their policies and manifestos, making TikTok a powerful tool for reaching a younger audience. If your goal is to educate or inform, TikTok might be the perfect platform to grab the attention of the digital-first generation.
Recommended content: Public service announcements, helpful tips (like voting instructions or health advice), or behind-the-scenes clips of your day-to-day operations. Just be sure to keep things casual—TikTok thrives on being approachable, even for serious topics.
#HashtagHacks: Let’s talk hashtags
On TikTok, hashtags aren’t just for looking trendy — they’re your best friend when it comes to getting discovered by new audiences. Think of them as the SEO of TikTok: they help categorise your content and make it easier for users to find videos related to specific topics, trends, or challenges.
Using the right hashtags can give your videos a massive boost, helping you tap into trending conversations and land your content on the elusive For You Page (a.k.a. fyp – TikTok’s golden ticket to going viral).
But there’s an art to using hashtags effectively:
1. Mix Popular and Niche Hashtags – if you only rely on super popular hashtags like #FYP or #Viral, your content can easily get lost. Balance it out by adding a few niche-specific hashtags that are directly relevant to your content or industry e.g. if you’re a hotel showcasing a tropical resort, mix broader hashtags like #TravelGoals with niche ones like #TropicalGetaway or #BeachResort. You could even create your own hastag, and encourage users to create content around it.
2. Don’t Overdo It – Unlike some other social platforms, TikTok’s magic number isn’t necessarily 30 hashtags per post. Keep it short and sweet — around 3 to 5 hashtags usually works best. Using too many hashtags can make your post look cluttered and inauthentic.
3. Research Before You Hashtag – Before slapping random hashtags onto your post, do a little research. TikTok shows you how many views a particular hashtag has, so you can gauge whether it’s worth using. And remember, TikTok thrives on trends — from dance challenges to viral songs — and jumping on trending hashtags can give your content a significant boost. That being said, don’t force your brand into a trend that doesn’t fit, or you’ll risk looking out of touch.
So, Should Your Business Be on TikTok?
Here’s the million-pound question. Should your business be dancing its way into TikTok fame or sitting this one out? The answer depends on your audience, your content, and your industry.
If your target audience is under 30, TikTok is absolutely worth exploring. It’s a space where creativity and authenticity shine, and where brands can build meaningful (and fun) connections with their customers. But if your audience is older, or if your content doesn’t mesh with the platform’s tone, you might be better off focusing your efforts elsewhere.
If you’re ready to jump on the TikTok train, start by exploring what works for your industry. Whether it’s viral challenges, quick tips, or behind-the-scenes glimpses into your business, TikTok gives you the chance to connect with your audience in ways that feel fresh, fun, and totally on-trend.
KatCreations 