Social Media Platforms for Marketing: TikTok Edition

Picture of Gina Blitstein Gina Blitstein combines her insight as a fellow small business owner with her strong communication skills, exploring topics that enhance your business efforts. That first-hand knowledge, matched with an insatiable curiosity to know more about just about anything, makes her a well-rounded writer with a sincere desire to engage and inform.

Social Media Platforms for Marketing: TikTok Edition

The vast majority of businesses in 2025 have some degree of social media presence; it’s no longer considered an optional component of a sound marketing strategy for survival and growth. If you want to show up where your customers are, social media is the means by which you reach them, as well as build brand awareness and drive sales. That being said, how do you determine, among the many social media platforms, which are most appropriate for your business?

Considerations to help you determine which social media platforms will work for your purposes

Although there are numerous platforms, each has its own purpose, presents content differently and appeals to a different demographic. So it’s best to ask yourself:

What do I want to accomplish?

  • Grow sales?
  • Connect with current customers?
  • Connect with older/younger audiences?
  • Branch out into a new network?
  • Realistically, how much interest, time and know-how do I have to spend creating content?

Before deciding on a platform, it’s important to analyze both your existing audience’s preferred social media habits and your target audience’s demographics to discover where they spend time online so you’ll know what to look for in one that will fit your intended purposes.

Let’s talk TikTok

Since every platform has its "ideal user," let’s focus on one particular one, TikTok. TikTok users create, share and view visual content they’ve created, or uploaded videos which can be edited with a wide array of special effects, filters, music and other in-app tools. The algorithm then curates a highly personalized "For You" feed, based upon interactions and viewing habits.

No social media platform appeals to every demographic, or is effective for every industry. TikTok happens to perform best with certain industries like beauty, food, entertainment, gaming, and e-commerce when it’s used to create authentic, entertaining, and engaging content. Successful strategies include behind-the-scenes looks, humor, trend participation, and relatable content which build community and awareness around your business. If you’re considering marketing on TikTok ensure that activity there aligns with your overall marketing strategy and brand’s values.

Marketers on TikTok are well-advised to consider the platform’s audience, which is mainly 25-34 years old (currently Gen Z and Millennials, but an older demographic is increasing on the platform) and nearly evenly split between male and female. Remember to utilize this demographic information when considering content creation to ensure it is age and interest-appropriate. And do avail yourself of the built-in advertising tools to target ads based on age, gender, and interests to reach your desired audience more effectively.

Before deciding TikTok is worth trying, it’s smart to get curious about where your competition is showing up on social media - there’s probably a reason they are there. Observe how they’re using the platform and what’s working for them.

To be a successful TikTok marketer, you should:

  • Have products and/or services that are effectively showcased in a video format
  • Be adept at creating and consistently posting short-form video-based content
  • Feel comfortable with authentic, relatable or creative content
  • Be willing to dedicate time to familiarize yourself with the platform, scrolling and exploring to understand the popular content styles, trends, and sounds
  • Engage with your audience by observing activity and responding to comments

Final advice for success

Although it’s free to use TikTok, at least some paid advertising is advised to boost visibility - and that’s true for marketing on every social media platform. A mix of free and paid content is a good, affordable compromise. With some trial and error, you’ll find the sweet spot of return on investment.

Diversification of your social media platforms is suggested. TikTok may appeal to some - but not all of your target demographic. Don’t hesitate to branch out to other platforms where you can meet other potential customers.

It’s not a lifetime commitment; if you try TikTok and it turns out it wasn’t the best fit, there’s no harm in switching to another platform that may offer something different that your audience will respond to.

Could TikTok help you find - or better serve and engage with - customers?

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