TikTok for Small Businesses — Should You Bother?

TikTok. Just the name makes some small business owners roll their eyes. "Isn't that the app where teenagers do dances?" Well, yes — it used to be. But TikTok in 2026 is a very different beast. It's now one of the most popular social media platforms in the UK, with users spanning every age group, and it's increasingly the place where people discover products, services, and businesses.

But should you, as a sole trader or small business owner, actually be spending your time on it? The honest answer is: it depends. TikTok can be incredibly powerful for the right business, but it's not for everyone. Let's work through whether it makes sense for you, and if it does, how to get started without losing your mind.

The Current State of TikTok in the UK

TikTok has over 23 million monthly active users in the UK. While it started as a platform for Gen Z, its user base has expanded significantly. Around 40% of UK TikTok users are now over 30, and the fastest-growing demographic is the 35-54 age group.

What's changed is not just who's on TikTok, but what they're using it for. People search TikTok the way they used to search Google — for recommendations, reviews, tutorials, and local services. "Best plumber near me TikTok" might sound absurd, but it's how a growing number of people find businesses.

The Algorithm Advantage

Unlike Instagram or Facebook, where your reach is largely determined by how many followers you have, TikTok's algorithm serves content to people based on what they're interested in — regardless of who they follow. This means a small business with zero followers can post a video that reaches thousands (or even millions) of people.

For small businesses, this is revolutionary. You don't need to build a huge following before your content gets seen. One good video can put you in front of your ideal customers overnight.

Who Should (and Shouldn't) Be on TikTok

Let's be realistic about this. TikTok isn't the right platform for every business. Here's a quick way to work out if it's worth your time.

TikTok Could Work Brilliantly If:

• Your work is visual — tradespeople, hairdressers, bakers, florists, photographers, interior designers, and anyone whose results look impressive on camera
• You can teach something — tutors, coaches, consultants, accountants, and anyone with expertise people want to learn about
• Your personality is part of your brand — if you're naturally engaging, funny, or have strong opinions, TikTok rewards personality
• You target younger or mixed-age audiences — especially if your customers are under 45
• You sell products — TikTok Shop has made the platform a genuine e-commerce channel

TikTok Might Not Be Worth It If:

• Your audience is exclusively over 55 — while older users are growing, TikTok still skews younger overall
• You're deeply uncomfortable on camera — there are workarounds, but TikTok is fundamentally a video platform
• You don't have 30 minutes a week to spare — even a minimal TikTok presence requires some time investment
• Your business is highly niche and B2B — a very specialised B2B consultant might find LinkedIn far more effective

If you're in the "maybe" camp, it's worth experimenting for a month before committing. The barrier to entry is low, and you might be surprised by the response.

Getting Started: The Practical Bits

If you've decided to give TikTok a go, here's how to set yourself up properly.

Create a Business Account

Download TikTok and set up a business account. This gives you access to analytics and the ability to add a website link and contact information to your profile. It's free.

Optimise Your Profile

Keep it simple and clear:

• Username — your business name or something memorable and searchable
• Bio — what you do, where you are, and how to contact you. You've got 80 characters, so be concise: "Sheffield Electrician | NICEIC | DM for free quotes"
• Profile picture — your logo or a clear photo of you
• Link — to your website, booking page, or Linktree

Study What Works in Your Niche

Before posting, spend a week or two scrolling TikTok and searching for businesses similar to yours. What kind of videos are they posting? Which ones get the most engagement? What can you learn from their approach?

Search for hashtags related to your industry (#plumbertok, #cleaningtiktok, #smallbusinessuk, #tradestiktok) and see what comes up. This research will save you a lot of trial and error.

Content Ideas That Work for Small Businesses

Here's where most people get stuck. "What on earth do I post?" The answer is simpler than you think.

Show Your Work

This is the bread and butter for any business that produces visible results. Before-and-after transformations are TikTok gold. A garden transformation, a kitchen refit, a haircut makeover, a cake decorating process — these are inherently satisfying to watch and tend to perform well.

Tip: Time-lapse videos of work in progress are easy to film (just prop your phone up and hit record) and compress an hour's work into a 30-second clip that's oddly mesmerising to watch.

Teach Something

Educational content is massive on TikTok. Share quick tips, bust common myths, or explain something from your industry that most people don't know:

• "Three signs your boiler is about to break down"
• "Why you should never do this to your hair"
• "The biggest mistake people make when hiring a [your profession]"
• "What actually happens when you file a tax return" (we might be biased, but this kind of content genuinely does well)

These videos position you as an expert, build trust, and attract the kind of people who might eventually become customers.

Answer Common Questions

Think about the questions your customers ask you most often. Each one is a potential TikTok video. Use TikTok's comment reply feature to create videos that directly answer questions from your viewers — this creates a feedback loop that drives engagement.

Day in the Life

"Day in the life" videos are consistently popular on TikTok. Show what a typical working day looks like for you. People are genuinely curious about how others spend their time, and these videos humanise your business in a way that polished marketing content never can.

Behind the Scenes

Show the parts of your work that most people never see. The preparation, the problem-solving, the unglamorous bits. This kind of content builds connection and makes people feel like they know you.

React to Trends (Carefully)

TikTok moves fast, and trending sounds, formats, and challenges change weekly. You don't need to jump on every trend, but when one fits naturally with your business, it can boost your reach significantly. The key is to adapt the trend to your niche rather than forcing it.

Filming Tips for Camera-Shy Business Owners

Not everyone is a natural in front of the camera, and that's absolutely fine. Here are some ways to create engaging TikTok content without becoming a presenter.

You Don't Always Need to Show Your Face

Plenty of successful business TikTok accounts focus on hands and work rather than faces. A painter filming their brush strokes, a baker decorating a cake, an electrician wiring a socket — the work itself is the star.

Use Voiceover

Film your work and add a voiceover explaining what's happening. This lets you control the narrative without the pressure of speaking to camera in real time.

Text Overlays

TikTok's built-in text tools let you add captions and explanations to your videos. You can create entire videos with just footage and on-screen text — no speaking required.

Start With What's Comfortable

Your first videos don't need to be perfect. They don't even need to be good. TikTok audiences actually respond better to authentic, unpolished content than to slick, overproduced videos. Just hit record and see what happens.

How Often to Post

Consistency matters more than frequency. Here's a realistic posting schedule for a busy sole trader:

• Minimum: Two to three times a week
• Ideal: Once a day (TikTok's algorithm rewards regular posting)
• Maximum: Two to three times a day (but this is unrealistic for most small business owners)

Batch your content. Spend an hour on a Monday morning filming three to five videos, then schedule them throughout the week. TikTok now has a built-in scheduling feature, so you can plan ahead.

Growing Your Following

While TikTok's algorithm means you don't need a massive following to get views, a growing follower count does have benefits — it signals credibility, gives you a reliable audience for every post, and opens up features like TikTok Live and longer video lengths.

Hashtags

Use relevant hashtags on every post. A mix of broad (#smallbusinessuk), niche (#plumbersoftiktok), and local (#sheffieldbusiness) tends to work best. Three to five hashtags per post is plenty.

Engage With Your Community

Reply to comments, follow accounts in your niche, and engage with other creators' content. TikTok's algorithm notices and rewards engagement.

Cross-Promote

Share your TikTok videos on Instagram Reels, Facebook, and your website. This drives traffic from platforms where you might already have an audience.

Collaborate

Duets and stitches — TikTok features that let you react to or build on other people's videos — are great for visibility. Find accounts in your niche and create content that complements theirs.

Turning Views Into Customers

Viral views are fun, but they don't pay the bills. Here's how to convert TikTok attention into actual business.

Clear Bio and Contact Info

Make it obvious how to hire you. Your bio should include your location, a brief description of what you do, and a link to your website or booking page.

Call to Action in Your Videos

Don't assume viewers will know what to do next. End your videos with a clear direction: "Follow for more tips," "Link in bio for bookings," "DM me for a free quote."

Respond to Every DM and Comment

When someone shows interest, respond quickly. TikTok DMs can and do turn into real business enquiries. Treat them with the same professionalism as an email or phone call.

Drive Traffic to Your Website

Use your bio link to send people to a page where they can take action — whether that's booking a consultation, requesting a quote, or browsing your services. Make sure your website is set up to convert those visitors.

The Practical Side: Time and Money

Time Investment

Realistically, TikTok requires about two to four hours per week if you're posting three to five times. This includes filming, editing, posting, and engaging with comments. You can reduce this significantly by batching your content.

Financial Investment

TikTok is free to use. You don't need to spend money on ads to get results — organic reach is still strong. If you do want to try TikTok ads, you can start from as little as £20 per day, but this is entirely optional.

Tracking Results

TikTok's built-in analytics (available on business accounts) show you:

• Video views, likes, comments, and shares
• Follower growth
• Profile visits
• Website link clicks

Track these weekly and look for patterns. Which topics get the most engagement? Which posting times work best? Use this data to refine your approach.

And while you're measuring the time you spend on TikTok, make sure the time you save on admin is being well spent too. Tools like Accounted help you handle invoicing and bookkeeping efficiently, freeing up the hours you need for content creation and client work.

The Honest Verdict

Should you bother with TikTok? If your business is visual, you're willing to experiment, and you can commit a couple of hours a week, then yes — it's absolutely worth trying. The potential reach, the low barrier to entry, and the ability to showcase your personality and expertise make it one of the most exciting marketing opportunities for small businesses right now.

If it's not right for you, that's fine too. Focus your energy on the platforms that work best for your specific business and audience. There's no shame in not being on TikTok. The best marketing strategy is the one you'll actually stick with.

But if you've been curious, now is a good time to start. The UK small business community on TikTok is growing fast, and the businesses that establish themselves early will have a significant advantage. Grab your phone, film your next job, and see what happens. You might just surprise yourself.

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Accounted helps UK sole traders stay on top of their bookkeeping and tax. Start your free 30-day trial at getaccounted.co.uk.

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