You’re planning your launch strategy, and someone suggests TikTok. Your immediate thought: isn’t that the app where teenagers do dances?
It’s a fair assumption. For years, TikTok has been known as the Gen Z platform, home to viral trends and lip-sync videos. So if you’re a business coach, consultant, or any service provider whose clients are working professionals, it’s natural to wonder if TikTok is even worth your time. The answer might surprise you.
The TikTok stereotype vs. reality
TikTok has a reputation problem among professional service providers. Most people still think of it as a platform for younger audiences doing trending dances and challenges. And while that content does exist, TikTok has been changing over time.
Here’s what’s actually happening: B2B brands are increasingly using TikTok for marketing, and a significant portion of B2B marketers now have their companies on the platform. These aren’t consumer brands selling skincare products or fashion trends. These are companies selling to other businesses and professionals.
Who’s actually on TikTok?
The demographics of TikTok are shifting. Yes, younger users still make up a significant portion of the audience, but the platform is no longer exclusively for Gen Z. The largest demographic on TikTok now comprises users aged 25 to 34, accounting for 30% of the user base. These aren’t teenagers. These are working professionals, decision makers, and people with purchasing power.
Even more interesting: the platform is attracting older professionals as well. While the core audience tends to be younger, people across all age groups use the app on a regular basis.
What does this mean for you? Your potential clients are probably on TikTok, even if you don’t think they are.
The real question: Is your audience there?
Just because professionals are on TikTok doesn’t automatically mean you should be. The more important question is whether your specific audience is present and in the right mindset to engage with professional content.
Here’s what you need to consider: people use different platforms for different reasons. LinkedIn is where professionals go to network and consume business content. Instagram is where they go for inspiration and lifestyle content. TikTok is where they go to be entertained, learn something new, or discover trends.
That doesn’t mean they’re not open to professional content. It just means your content needs to fit the platform. If you’re creating the same content you’d post on LinkedIn and dropping it on TikTok, it’s not going to work. But if you’re willing to adapt your approach, there’s real opportunity.
What works on TikTok for professional services
TikTok rewards content that’s educational, entertaining, or both. That’s actually good news for service providers because you have expertise worth sharing.
The content that performs well on TikTok tends to fall into a few categories: quick tips that solve a specific problem, behind-the-scenes looks at your work or process, myth-busting or debunking common misconceptions in your industry, and storytelling that makes complex topics accessible.
The key difference between TikTok and other platforms is the format. TikTok content is fast, direct, and visually engaging. You’re not writing long captions or detailed explanations. You’re getting to the point quickly and making it interesting to watch.
The time and effort trade-off
Here’s where it gets tricky. TikTok can work for professional service providers, but it requires a different kind of content creation than you might be used to. If you’re already stretched thin managing your launch, adding another platform to the mix might not make sense.
TikTok also rewards consistency and volume. The brands seeing the most success are posting regularly, experimenting with different formats, and staying on top of trends. If you’re a solopreneur with limited time, that can be a lot to manage.
So before you dive in, ask yourself: Do you have the capacity to create video content consistently? Are you comfortable being on camera? Do you have the time to learn what works on the platform? If the answer to any of those questions is no, TikTok might not be the best use of your energy right now.
When TikTok makes sense (and when it doesn’t)
TikTok makes sense if your ideal clients are younger professionals or if your service appeals to early-career professionals. It also makes sense if you’re comfortable with video and enjoy experimenting with content.
It makes less sense if your clients are exclusively senior-level executives who aren’t active on the platform, or if you’re already seeing strong results from other channels and don’t have the bandwidth to add another one.
The bottom line: TikTok isn’t a must-have for every professional service provider. It’s an option worth considering if your audience is there and you’re willing to put in the work to make content that fits the platform.
Launch where your audience lives
TikTok isn’t just for teenagers anymore, but that doesn’t mean it’s automatically the right platform for your business. The key is understanding where your audience actually spends their time and whether you have the capacity to show up there consistently.
If you’re trying to figure out which platforms are worth your time during a launch, let’s talk about building a strategy that focuses on the channels that will actually move the needle for your business.
