I don’t use TikTok. I probably should.
It’s a short-form video content platform with over 1 billion monthly active users as of 2025.
Entrepreneurs are using the platform to build influence, engage audiences, and drive results.
Users typically post short-form videos, usually 15 seconds to 3 minutes long, often set to music or trends. The TikTok algorithm delivers hyper-personalised content, making it a hotbed for viral growth.
Reach and virality potential
TikTok’s algorithm prioritises content based on engagement, not follower count, giving any creator a shot at growing fast. A single viral video can reach millions of people even if you have a small following. This is perfect for building an audience and personal brands, if you unlock the key to engagement in this format.
The community is engagement driven
TikTok thrives on interactivity, stitches, comments, and a participatory culture. Users spend serious time on the app, and it’s thought to be quite addictive. It’s also a good way to foster communities around niches, news, education, fitness, or other topics. It also has powerful analytics, so you can watch to see what’s performing and adjust accordingly. Your ability to blow up on TikTok probably exceeds other platforms, and that’s interesting in itself.
TikTok has great creator tools
TikTok has built in editing tools, music libraries, and effects to quickly deploy polished, trend-aligned content without time intensive tools, so your production cost will be very low. A key advantage.
Youth and gen Z dominance
Younger people are much more likely to be on TikTok than, say, Facebook. Over 60% of TikTok users are under the age of 30, making it a go-to platform for reaching younger audiences. Its cultural influence shapes trends across industries and is great for propagating messages about products, causes, and educational contexts. This is probably the platform to blow up on with kids.
TikTok offers monetisation and business opportunities
TikTok offers monetisation through its Creator Fund, brand partnerships, and in-app shopping via the TikTok Shop. Businesses can leverage ads or influencer collaborations. This is fertile ground for side hustles, e-commerce, or building brands.
A creator earns $100 monthly from a Creator Fund and could land a $500 a pop brand deal after hitting 10k followers. This is not as lucrative as Facebook, which is why I don’t bother with it, but on brand for audience it’s a place I should probably be. The entry cost is low.
Considerations for success on TikTok
Like Facebook:
- Post consistently: Aim for 3-5 videos weekly to stay visible.
- Leverage trends: Use trending sounds, hashtags, or challenges to boost discoverability.
- Engage quickly: Hook viewers in the first 3 seconds with strong visuals or questions.
- Analyze performance: Use TikTok Analytics to track views, engagement, and audience demographics.
- Stay authentic: This audience eats it up. They love genuine content.
Conclusion
TikTok isn’t just dance videos. It’s a cultural engine and one of the fastest ways to grow influence in today’s digital landscape, particularly with young people. Its algorithm gives every creator a shot at virality. With its powerful tools, low cost of production, and hyper engaged audience, it’s one of the fastest ways to grow online if you’re good.
If your goal is to reach younger audiences, build a brand, or test ideas at scale, TikTok is worth considering.
Remember, consistency, creativity, and authenticity are the key currency here. Get those right, and you could find yourself in front of millions faster than any other platform.
Even if it’s not your "main" channel, it’s worth considering planting a flag here, because it could create a ripple. I’d sit and think carefully about how to play the message though. A lot of young people on TikTok are pretty brain dead.