Do You Really Need To Be On Tik Tok? (Spoiler Alert: No!)

Let's talk about something small business owners tend to ask: "Do we need to be on Tik Tok?". I get it ! Tik Tok is everywhere. It seems like every time you open Instagram or scroll LinkedIn, there's a new post telling you it's the platform to be on. But here's the honest truth:

Not every business needs to be on Tik Tok. And it's okay! In fact, choosing not to be on TikTok might be one of the smartest moves you can make. Let me explain why.

Not Every Platform Is A Fit

Just because a platform is popular it doesn't mean it's right for your business. Tik Tok thrives on fast, visually engaging content - and for some industries, that's a perfect match. But for others? Not so much. If your customers aren't on Tik Tok, or your business doesn't translate well to quick video clips, it might not be worth your time.

Think of your marketing energy like a budget—you only have so much to spend. Why pour it into a platform that doesn’t align with your goals, your audience, or your strengths?

You're Wearing Enough Hats

Most small business owners are already stretched thin. Between managing operations, marketing, customer service, and everything in between, adding TikTok to your plate can feel like one thing too many. The truth is, the creators who really succeed on TikTok often treat it like a full-time job—because it is. Unless you have the time, budget, or team to go all in, it’s okay to say: Not right now.

Your time is valuable. Protecting it isn't a sign of laziness- it's a sign of strategy! 

Strategy > Hype

Just because something is trendy, it doesn't mean it belongs in your business' marketing strategy. It's better to show up consistently on one or two platforms that actually move the needle for your business than to chase every new app that pops up.

Marketing shouldn't feel like a game of catch-up. It should feel like a plan- one that fits you. 

What Should You Do Instead?

Focus on what works for your business. The platforms where your audience actually hangs out. The ones you can manage sustainably. That’s where real growth happens.

I don't recommend choosing a platform because it’s popular. I work with clients to figure out what’s realistic, strategic, and worth it—because you don’t have time to waste on “maybes.”

Need help figuring out what’s right for you? I’d love to help you build a strategy that feels doable—and gets results.