Why Not Every Small Business Needs to Be on TikTok

When it comes to social media, it can feel like every new platform is a must-have for your business. TikTok, with its meteoric rise and viral potential, often seems like the golden ticket to digital success. But is it really necessary for every small business? The short answer: not always. Here’s why TikTok might not be the best fit for your brand and what you should consider before jumping on the bandwagon.

Your Target Audience Might Not Be There

TikTok is known for its younger demographic. With the majority of its users under 30, it’s a playground for Gen Z and younger Millennials. If your business primarily caters to an older audience, such as retirees or professionals over 40, spending resources on TikTok might not yield the best return on investment.

What to do instead: Focus on platforms where your audience spends their time. For example, Facebook and LinkedIn often attract older demographics and provide more professional environments for B2B businesses.

TikTok Content Requires Significant Time and Creativity

TikTok thrives on originality, trends, and creativity. It’s not a platform where you can easily repurpose generic content or post sporadically. Keeping up with trends and producing high-quality, engaging videos can be time-consuming—something many small businesses can’t afford.

What to do instead: If time and resources are tight, consider simpler platforms like Instagram, where a mix of photos, stories, and reels can still drive engagement without requiring constant video production.

Not All Products or Services Are a Good Fit

TikTok works well for brands that can create visually engaging, entertaining, or emotional content. But not every business fits this mould. For example, if you’re a B2B company offering accounting services, it’s harder to create engaging TikToks than it would be for, say, a trendy café or clothing store.

What to do instead: Lean into platforms that naturally suit your industry. For example, Pinterest can be great for creative or visual businesses, while LinkedIn excels for B2B networking and thought leadership.

It’s Easy to Get Lost in the Noise

With millions of videos uploaded daily, TikTok’s sheer volume can make it difficult for small businesses to stand out. Unless your content hits a trend or goes viral, it’s easy for your efforts to go unnoticed.

What to do instead: Invest in platforms where your content has a longer lifespan. Blog posts, for example, can bring in traffic for years with the right SEO strategy, while YouTube videos have a much longer shelf life compared to TikToks.

You Risk Diluting Your Focus

Adding another social media platform to your workload can spread your efforts too thin. If you’re already managing multiple accounts, throwing TikTok into the mix might lead to burnout and a drop in quality across your platforms.

What to do instead: Concentrate on excelling at one or two platforms where your audience is most active. Quality always trumps quantity when it comes to social media.

TikTok isn’t a one-size-fits-all solution for small businesses. While it offers incredible opportunities for the right brands, it’s not a necessity for every business. By understanding your audience, strengths, and resources, you can make more informed decisions about where to invest your time and energy.

If you’re unsure which platform is right for your business, the team at Digitees is here to help. Let’s craft a social media strategy tailored to your unique needs—no unnecessary TikTok dances required. Get in touch today!