The Fastest-Growing Social Media Platform (and Why It Might Not Be Right for You)

What’s the Fastest-Growing Social Media Platform?

No surprise here, TikTok is still leading the charge in 2025. The percentage of U.S. adults using it jumped from 21% in 2021 to 33% in 2023, making it the fastest-growing social platform in the country.

But isn’t TikTok just for young people? Not anymore! According to the Pew Research Center:

• 59% of adults under 30 use TikTok
• 40% of Americans ages 30–49
• 26% of those 50–64
• 10% of those 65+

TikTok has evolved beyond dance trends and viral challenges. People now use it as a search engine, looking for product recommendations, business services and even local shops.

Simply being on TikTok isn’t enough, though. Just like on Google, your business still needs to be found.

That’s where TikTok SEO (Search Engine Optimization) comes in.

Why TikTok SEO is a Game-Changer

Just like Google, TikTok SEO helps your content rank based on keywords, engagement and relevance. This means if you optimize your videos correctly, you can get free visibility.

Let’s break it down:

Imagine you’re a plumber in Austin, Texas. A homeowner needs emergency repairs and searches “best plumber near me” on TikTok.

If your videos use the right keywords (like “Austin plumber” or “24/7 emergency plumbing”) along with relevant captions and hashtags, your video could show up first. That’s free exposure for your business.

Not sure what keywords to use? Think like your customers. What would they type in if they needed your service? Those are the words to include in your:

• Video captions
• Text overlays
• Hashtags

Pro tip: Ask your existing customers how they found you. Their answers might surprise you!

But organic reach isn’t the only way to grow. If you need faster results, paid ads can help.

Are TikTok Ads Worth It for Small Businesses?

TikTok ads help you reach more people faster, but they’re not for everyone. Let’s look at how they work and whether they make sense for your business.

Types of TikTok Ads (And Who They Work Best For)

TikTok offers different ad formats, but for small businesses, these are the most relevant:

In-Feed Ads

These show up as regular TikTok videos but include a CTA (like “Book Now” or “Call Today”).

Best for: Local businesses looking for direct leads (home services, restaurants, fitness).

Branded Hashtag Challenges

You create a challenge (e.g., “Show Us Your Home Remodel Before & After”), and people join in by using your hashtag.
Best for: Businesses with strong visual appeal (home improvement, beauty, fashion).

Branded Effects

Custom stickers, filters, or AR effects that people can use in their videos.

Best for: Slightly larger brands looking to boost brand awareness (requires a bigger budget).

How Much Do TikTok Ads Cost?

Unlike traditional advertising, TikTok gives you full budget control. But that doesn’t mean it’s always cheap… Here’s what you’re paying for:

• Cost Per Click (CPC): Pay when someone clicks on your ad. Best for businesses that want to drive traffic to their website or booking page.
• Cost Per Mille (CPM): Pay per 1,000 views. Best for increasing brand awareness.
• Optimized Cost Per Action (OCPA): Pay only when someone takes an action (like booking a call or filling out a form). Best for businesses looking for direct leads.

Reality check: While TikTok ads start at $10/day, competitive industries (like home services or e-commerce) may require a much higher spend to see results.

How to Make TikTok Ads Work for Your Business

If you’re running TikTok ads, don’t waste money on overproduced, salesy videos, as they don’t perform well. Instead:

• Be real: Show your team at work, answer FAQs, or share a quick tip. A casual, behind-the-scenes video will outperform a polished ad.
• Hook them fast: You have 3 seconds to grab attention. Start with an interesting question or a bold statement.
• Use text overlays: Many TikTok users scroll without sound, so make sure your message still lands.
• Test with a small budget: Start with $10–$20 per day and see what works before scaling up.

But is TikTok Right for Your Business?

TikTok is powerful, but let’s be clear: not every business will see a return on investment. So before diving in, ask yourself these four key questions:

1. How Old Are Your Customers?

Your audience’s age determines whether TikTok is even worth your time.

• If your customers are under 40: TikTok and Instagram should be your primary social media focus.
• If your customers are 50+: You’ll get better results on Facebook or Google Ads, where this age group actively searches for services.

Not sure? Look at your recent leads and best customers. Where do they spend time online?

2. What Do You Offer? (Industry Matters)

Some industries thrive on TikTok, while others struggle to gain traction.

Best for TikTok:

• Home services (contractors, remodelers, cleaners): Before & after videos, job walkthroughs.
• Restaurants & food businesses: Behind-the-scenes prep, customer reactions.
• Beauty & wellness (salons, spas, gyms): Quick transformations, trending hacks.
• E-commerce & retail: Unboxing videos, product demos.

Not ideal for TikTok:

• B2B services: LinkedIn is a stronger bet.
• Legal, finance, medical: Customers won’t hire a lawyer based on a 15-second video. Focus on Google & Facebook.

Pro tip: If you’re in a less “trendy” industry but still want to give TikTok a go, try educational content. Things like FAQs, myth-busting and behind-the-scenes might work well for you!

3. Do You Serve a Local Area or a Bigger Market?

Your service area affects whether TikTok will bring in real customers or just views.

If you serve a local community:

• Focus on Google Business Profile (more direct leads).
• Use Facebook Groups to engage your community.
• Test TikTok with hyper-local content (e.g., “Best BBQ in Austin” or “Dallas’s Most Trusted Plumber”).

If you serve a larger region or online audience:

• TikTok can boost brand awareness and widen your customer base.
• Use a mix of TikTok & Instagram ads to drive traffic to your website.

Pro tip: Local businesses can go viral, but to make it worth your buck, make sure your content attracts the right audience (not just viewers outside your service area).

4. Is Your Business Visually Engaging?

TikTok is a video-first platform, so if your business isn’t visually interesting, it may be hard to get traction.

Highly visual businesses that thrive on TikTok:

• Restaurants & bakeries
• Beauty & wellness
• Home improvement
• Fashion & retail
• Fitness & personal training

Less visual businesses that struggle a bit more:

• Accounting & financial services
• Legal services
• B2B consulting

Follow Your Customers

Yes, TikTok is growing FAST. But the real key to social media success? Being where your customers actually are. So, before spending time (or money) on any platform, make sure it aligns with your audience, your industry and your goals!

Want to make sure you’re focusing on the right social media strategy? Find the answer (and more!) in our ultimate guide, Stand Out, Connect, and Convert: Your Playbook for Small Business Success on Social Media in 2025. It walks you through where your customers are, how to reach them, and what works best for small businesses like yours.

Grow Smarter On Social

Not every platform is the right fit—but the right strategy always wins. With Olly Olly’s, you get expert management plus the tools to streamline content, track performance, and save time. Let’s make your social media work harder for your business.

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