TikTok Is Growing Fast…But Is It Right for Your Small Business?

TikTok is no longer just for dance challenges and Gen Z memes—it’s now the fastest-growing social media platform for brands, especially small businesses. According to the Emplifi Social Media Benchmarks 2025 Report, TikTok saw a median monthly follower growth of 21% in 2024, with small and medium-sized businesses growing even faster—at 27% and 29%, respectively.

This explosive growth isn’t just a vanity metric. For small business owners in Australia, it represents a shift in how consumers discover and engage with brands. TikTok’s algorithm gives equal opportunity to all creators, meaning even small businesses with modest budgets can go viral and build loyal followings.

However, growth doesn’t automatically translate to conversions. Unlike Instagram, which maintains higher engagement rates through features like Reels and collaborative posts, TikTok’s average engagement remains slightly lower—at 1.7%. Still, the platform’s strength lies in audience expansion and visibility, particularly among younger demographics.

This matters when targeting future consumers. While Facebook continues to serve older generations—nearly 90% of Gen X and Boomers still use it regularly—only 70% of Gen Z frequent the platform. TikTok, by contrast, is native territory for Gen Z and younger Millennials.

But should all small businesses jump ship to TikTok? Not necessarily. The platform requires a steady stream of short-form, creative content. For service-based or B2B businesses, where visual storytelling may be less natural, Instagram may still offer a better return—especially when used with Reels and collaborative posts.

That said, if your audience skews younger and your business thrives on visuals or storytelling, TikTok offers a golden opportunity in 2025. The key is to test the waters—experiment with a few posts, monitor your analytics, and see how your content performs.

In summary, TikTok is growing rapidly and should not be ignored. But success lies in alignment. Choose platforms that match your audience and content strengths—and don’t underestimate the power of Instagram’s evolving tools to deliver strong, consistent engagement.

TikTok Might Be Right For Your Business If…

  • Sell visually appealing products or services.

  • Target younger demographics (Gen Z, Millennials).

  • Can commit to regular, creative short-form video content.

  • Want rapid visibility without high ad spend.

TikTok Might Not Be Ideal For Your Business If…

  • Operate in a B2B or professional services sector.

  • Lack time or resources for consistent video content.

  • Target an older audience (Gen X, Boomers).

  • Already see stronger performance on Instagram or Facebook.

The post TikTok Is Growing Fast…But Is It Right for Your Small Business? appeared first on Small Business Connections.

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