The question of whether your Australian SME needs a TikTok presence is a common one. It’s easy to dismiss the platform as solely for teenagers, but that’s a rapidly outdated view. We’re seeing a significant shift in TikTok’s demographics and, more importantly, its influence on purchasing decisions. The simple answer is: it depends, but increasingly, the answer is leaning towards ‘yes’.

Here’s what Australian businesses need to consider when evaluating TikTok as a market positioning tool.

• Demographic Expansion: While younger audiences are still prominent, TikTok’s user base is diversifying. We’re observing substantial growth in the 25-44 age bracket – a prime demographic for many businesses. This isn’t just about more people *on* the platform, it’s about a broadening range of interests and spending power.
• Discovery Engine Power: TikTok’s ‘For You’ page is a remarkably effective discovery engine. Unlike platforms reliant on established networks, TikTok prioritises content relevance over who you follow. This means even new businesses can achieve significant organic reach if their content resonates. This is crucial for brand awareness, particularly for SMEs with limited advertising budgets.
• Shifting Purchase Funnels: TikTok isn’t just about entertainment; it’s influencing purchase decisions. We’re seeing a rise in ‘TikTok Made Me Buy It’ trends, demonstrating the platform’s ability to drive direct sales. This influence extends beyond impulse purchases to considered purchases, as users seek reviews and demonstrations.
• Content Format Flexibility: TikTok isn’t solely about short-form dance videos anymore. Businesses can leverage tutorials, behind-the-scenes glimpses, product demonstrations, and even customer testimonials. The key is authenticity and aligning content with the platform’s informal, engaging style.

However, a blanket approach isn’t effective. Before investing, we recommend a thorough audience analysis. Does your target customer spend time on TikTok? What kind of content do they engage with? A small-scale test campaign can provide valuable insights without significant financial risk. Don’t try to replicate content from other platforms; TikTok rewards originality. If your resources are stretched, consider starting with organic content and exploring paid advertising options later.

Ultimately, ignoring TikTok entirely could mean missing out on a valuable opportunity to connect with new customers and build brand awareness. We suggest starting with research, then a pilot program to determine if TikTok aligns with your overall market positioning strategy.