How to get started with TikTok for business
“My kids use it!”
“I don’t want to dance online.”
“That app’s scary — I’ll get addicted.”
If I had a dollar for every time I heard those sentences during a workshop or client session, I’d have a separate holiday fund by now.
TikTok can feel like a weird, fast-paced world (especially if you didn’t grow up on social media). But: TikTok is one of the most powerful platforms out there right now for small businesses — and no, you don’t have to dance.
So let’s bust the most common TikTok myths I hear all the time — and why this platform might just be the opportunity you’ve been avoiding.
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Myth 1: “I’m too old for TikTok”
No, you’re not. The fastest-growing group on TikTok right now? People aged 25–44. In New Zealand alone, TikTok reaches around 1.93 million adults - that’s nearly half the population over 18. Globally, the idea that TikTok is "just for Gen Z" is outdated. It’s a platform that’s growing up and will continue to grow up.
If you’re 35, 45, or 55 — you’re actually in a sweet spot. 52% of creators are between 18-24, so, you, as an older creator, can connect with an audience who may not feel represented in the younger creator space but are still very much active users.
Myth 2: “I don’t want to dance online”
Cool, me neither. There’s no requirement to point at floating text bubbles or learn a viral routine. TikTok content that works for small businesses often includes:
Behind-the-scenes clips
Storytime videos
Tips, how-tos, and tutorials
Daily vlogs
Funny or relatable observations
Book, recipe, or product reviews
You could literally record a quick tip from your car, or show your hands packing an order. It doesn’t need to be flashy.
Myth 3: “I’ll get addicted”
Yes, TikTok is sticky. So is Instagram. So is Netflix.
But when you’re using TikTok with intention as a business tool - to observe trends, create valuable content, and connect - it’s a whole different experience. If you need to, set time limits. Create with purpose, then log off.
Myth 4: “I don’t understand how TikTok works”
Totally fair. It can feel overwhelming at first. But you don’t have to understand every filter, feature or joke right away. You probably didn’t understand Instagram at first either, right?
Start by searching hashtags related to your niche — like #SmallBusinessNZ, #KiwiMums, or #WomenInBusiness. See what others are doing. Learn by watching. Then try a few simple videos yourself.
Myth 5: “I don’t want to create videos”
Let me say this louder for the people in the back: You don’t need to be a video person to succeed on TikTok.
Some of the best-performing videos are simple, short, and not polished at all. You can create content by:
Filming your hands doing something
Adding text to a photo slideshow
Doing a voiceover on a short clip
Recording a 5-second desk video with a caption
TikTok rewards authenticity, not production value.
Why I’m Actually Obsessed with TikTok for Business
Aside from being fun and a little bit weird (in a good way), TikTok offers small businesses something that’s hard to find on other platforms right now: organic reach.
Here’s why I think TikTok is worth it for your business:
1. The algorithm is unmatched
TikTok’s For You Page is designed to show content from anyone — not just people you follow. That means your post can hit 10,000 views even if you only have 5 followers.
2. TikTok is the new search engine
More and more people are skipping Google and heading straight to TikTok. Gen Z already uses it for everything from “best gifts under $30” to “easy weeknight dinner ideas” and “NZ small businesses to support.”
That means your content can get discovered by people actively searching for exactly what you do.
3. Content has longevity
Unlike IG Stories or Facebook posts that disappear into the void, TikTok videos can keep gaining views weeks or months after posting — especially if you’ve optimised them with the right keywords and hashtags.
4. Engagement is higher
TikTok’s average engagement rate sits around 4%–7%, compared to 0.5%–1% on Instagram. If you’re craving real community and comments that aren’t just fire emojis — this is where you need to be.
5. It’s easier to be real
TikTok thrives on content that feels human. Talk in your dressing gown. Share a mistake. Post something imperfect. This platform makes space for you to show up as you are - which is exactly what people connect with.
How to Start on TikTok (Without Spiralling)
If this is all sounding good, but you don’t know where to start, try this:
Watch before you post – Spend a week observing your niche.
Pick 2–3 content styles – Storytime, tips, vlogs, etc. Keep it simple.
Hook them early – The first 3 seconds are most important.
Talk like a human – Almost like you’re FaceTiming a friend.
2–3 posts a week is plenty – You don’t need to post daily.
Repurpose your videos – Reuse TikToks as Reels or Shorts to make your content work harder.
Final thoughts: Is TikTok worth it?
If you’re a coach, a creative, a service provider, or a small business owner who wants visibility without spending hundreds on ads, then yes. TikTok is 100% worth exploring.
It’s not scary. It’s not just for teens. And it definitely doesn’t require dancing (unless you want to).
And if you decide to give it a go? Tag me. I’ll be the first to cheer you on!
My Tiktok accounts: @hannarauch & @busywithbooksnz
Hanna x