"We're not really a TikTok business." We hear it from plumbers, cafés, salons and solicitors. Then their competitor posts a 20-second clip of a job, and it gets more views than their website has had all year.
TikTok is a search engine now. People search it for places to eat, things to do and people to hire. And it shows your videos to people who don't follow you, which Instagram mostly doesn't any more.
Why it works for local businesses
TikTok leans hard on location. Post from Newcastle and a decent chunk of your viewers will be in Newcastle. You're not competing with the whole internet. You're competing with the café down the road. Who probably isn't on there.
What to post
- The process. Pouring, cutting, fitting, fixing. People love watching someone good at something.
- Before and after. Rooms, hair, gardens, kitchens. It's the oldest trick there is because it works.
- Answer a question. "How much does a new boiler cost?" in 30 seconds. Those get searched.
- Behind the counter. The quiet bits, the chaos, the team. Real beats polished.
How to start (this week)
- Make an account in your business name. Switch it to a Business account in settings.
- Put your area in the bio, plus a link to your website or booking page.
- Film three clips on your phone. Vertical. Under 30 seconds. Say something in the first two seconds.
- Add captions (most people watch on mute) and say where you are.
- Post them over a week. Look at which one did best. Make more like that.
Mistakes we see all the time
- Posting your Facebook ads as TikToks. They look like ads, so people scroll.
- Giving up after five videos. Most accounts take a month or two to find what works.
- Chasing trends that have nothing to do with your business. A trending sound is fine. A dance in a solicitor's office is a choice.
- Never replying to comments. Replies are half the reach.
Is it worth it?
It costs you time, not money. If you can spare an hour a week, try it for two months and judge it on enquiries, not views. If you can't spare the hour, we'll do it for you. TikTok is included in our £165 Plus One plan if it's your platform of choice.
Not sure TikTok's right for you?
Ask us. We'll tell you honestly, even if the answer is "stick to Instagram". Get in touch.
Rather we just did it? That's literally the job. See our social media service or the prices.
