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Not every channel is everyone’s cup of tea, and that’s okay. You hear it everywhere: “You must do something with TikTok.”
Because that’s where the people are. That’s where you go viral. And that’s where you score with short videos and trending audio. But… is that really necessary? Does it suit your business? And more importantly: does it deliver results?
Let’s be honest: not every channel is relevant for every business. You don’t have to be present everywhere, you have to be present where it pays off.

What is TikTok actually, and what makes it different?
TikTok revolves around short, fast videos. Creative, lighthearted, visuals, and often with humor or music.
The platform is wildly popular among young people, but is growing rapidly among 25- to 40-year-olds.

• High engagement
• Viral potential
• Fully visual content
• High frequency needed
• Creative content required
• Less suitable for “complex” services without a visual approach

How do you determine if TikTok (or another channel) suits you?

• Is your target audience on that platform? TikTok won’t work if your customers aren’t there. Look at who you want to reach first.
• Do you have something visual or creative to show? Without images, movement, or a story, you will quickly get lost in the feed.
• Does it fit your brand style and tone of voice? Not every brand needs to dance or follow trends. Authenticity remains key.
• Can you post and respond regularly? Social media only works if you invest time and attention in it. Half-hearted effort is as good as no effort at all.

So what then?
You don’t have to be everywhere. But you do have to choose wisely.

• LinkedIn for B2B and expertise
• Instagram for brand experience and visuals
• Facebook for local visibility and customer relationships
• TikTok (or Reels) for reach and creative storytelling
• YouTube or podcast for in-depth content

Everything starts with a clear strategy. Not with “we just have to post something”.