TikTok isn’t the right fit for every business, and that’s okay. Before investing valuable time, budget, and creative energy into the platform, it’s worth taking a step back to assess whether it truly aligns with your brand. TikTok rewards a certain kind of content, tone, and audience connection that not every business is set up for. So, before diving in, here are the key questions you should be asking yourself to make a smart, strategic decision.

1. Is your target audience even on TikTok?
TikTok skews younger, with a strong Gen Z and Millennial presence. But that’s changing. Before jumping in, ask:

• Are your ideal customers active on TikTok?
• Will your message resonate with users in that space?
• Are you a B2B brand? Success is possible, but requires a highly creative and humanised approach.
• Are you targeting audiences aged 60+? They’re growing, but still underrepresented compared to other platforms like Facebook.

The platform’s community-first dynamic means it’s essential to know not just who your audience is, but how they behave and engage on TikTok.

2. Does your brand thrive on visual storytelling?
TikTok is a video-first platform. If your business can be visually exciting, educational, or entertaining, you’re halfway there. Ask yourself these questions:

• Can you show your product or service in action?
• Do you have strong visuals (people using your product, testimonials, unboxing, behind-the-scenes, transformations)?
• Can you tell stories quickly and creatively?

3. Are you willing to embrace a more casual, creative tone?
Think authenticity over polish. TikTok is more about relatable content than pieces of art. Brands that do well often:

• Show personality, not perfection
• Join trends, memes, and challenges in their own way
• Feature real people (not just models or influencers)

4. Do you have (or can you create) fast-paced, native video content?
TikTok content has a specific tone—quick, punchy, and attention-grabbing within the first 3 seconds. Brands should:

• Hook viewers right away: 90% of ad recall impact is captured within the first few seconds, so keep your audience’s attention with exciting hooks like suspense, surprise, and emotion.
• Keep videos under 15–30 seconds when possible
• End on a strong call-to-action to seal the deal with customers
• Use native elements (text overlays, trending audio, transitions, CTA cards)

5. Do you know who you’re talking to?
Success on TikTok depends on connecting with a community, not just selling to everyone. You’ll want to:

• Identify niche interests your product aligns with
• Speak your audience’s language & make sure it’s localised—languages other than the local official language where the ad will be shown should not be shown too often
• Make videos that feel natural and seamless to the platform
• Explore partnering with TikTok creators. Use the TikTok Creator Marketplace to find talent that can deliver your message in a native, engaging way

Conclusion
TikTok can be a powerful channel if it fits your brand’s strengths, tone, and audience. That said, you don’t need to wait until you have the perfect TikTok content to get started. Many brands successfully test with existing Instagram Reels or Stories content. This lighter-touch approach allows you to gauge traction before investing in platform-specific creative. You don’t have to go all in right away. Start small, test smart, and scale if you see signs of success. If TikTok is right for you, lean in fully. If not, that’s perfectly fine too.

If you’re struggling to decide where TikTok sits in your strategy, get in touch to speak to one of our consultants.