Key takeaways
- TikTok is huge in Europe: it reported 189 million monthly active users in the EU in its most recent Digital Services Act transparency report.
- It suits visual, personality-led businesses: food, beauty, fitness, crafts, retail and hospitality.
- You don’t need to dance. Real, useful, behind-the-scenes videos work for local businesses.
- Post 2–3 short videos a week consistently, and hook viewers in the first two seconds.
- Reuse your best TikToks as Instagram Reels (and vice versa) to save time.
TikTok is no longer just for teenagers. People of every age use it for entertainment, recipes, recommendations and discovering places — including places near them. For some local businesses it has become a powerful way to reach new customers. For others, Instagram and Google are a better use of limited time. Here’s how to decide, and how to start well.
Is TikTok right for your business?
TikTok tends to work best when your business is visual, has personality and has something to show in motion:
- Great fit: cafés and restaurants, bakeries, bars, hair and beauty, barbers, gyms and studios, florists, crafts and makers, independent shops, hotels and tourism.
- Possible fit: clinics, trades and services — especially with how-to and myth-busting videos.
- Weaker fit: businesses that can’t show much visually and whose customers rarely use the app.
A simple test: could you film three interesting 15-second videos this week without any special equipment? If yes, TikTok is worth trying.
How big is TikTok in Europe?
Under the EU’s Digital Services Act, very large platforms publish their EU user numbers. TikTok reported 189 million monthly active users in the EU for the first half of 2026, up from 150 million in its first report in 2023. The UK figures are reported separately and aren’t included in that number.
Setting up a business account
- Create the account and switch it to a Business Account in settings.
- Use your business name and logo, and write a clear bio: what you are, where, and one reason to visit.
- Add your website or booking link.
- Add your location in videos where relevant, so local viewers can find you.
What to film
The best-performing videos for local businesses usually feel real rather than polished:
- Behind the scenes: opening up, prep, the process, the team
- Transformations: before and after, start to finish
- How it’s made: a dish, a drink, a product
- Quick tips: one useful idea in 20 seconds
- Answers to comments: reply to a question with a video
- Local: your street, events, neighbouring businesses
For thirty more, see our Reels ideas for local businesses — almost all work on TikTok too.
How to make videos people watch
- Hook in the first two seconds. Start with the result, the reveal or a question.
- Vertical, 9:16. Fill the screen; keep text away from the edges where buttons sit.
- Good light and clear sound. Daylight and a quiet moment beat expensive gear.
- Short. 15–45 seconds is plenty for most ideas.
- Captions and on-screen text. Many people watch without sound.
- Use the app’s sounds library for music. Business accounts have access to commercially licensed sounds; don’t add tracks you don’t have rights to.
How often to post
Two or three videos a week, every week, is a good starting rhythm. Consistency matters more than volume, and it’s fine for some videos to do better than others — that’s normal on TikTok. Plan them alongside your other content (see planning a month of posts in one hour).
Save time by reusing
Film once, post twice: most short vertical videos work on both TikTok and Instagram Reels. Upload the original clip to each platform rather than reposting a video with another app’s watermark.
How to measure results
TikTok’s analytics show views, watch time, followers and profile visits. More important are the real-world signals: messages, link clicks, bookings, and new customers saying “I saw you on TikTok”. Give it two or three months of consistent posting before judging.
Things to be careful about
- Consent: ask before filming customers or staff; identifiable people are personal data under UK and EU GDPR.
- Paid partnerships: if you pay or gift a creator to post about you, it must be clearly labelled as an ad. See social media rules for UK and EU businesses.
- Trends: join trends that fit your brand; skip ones that don’t.
Frequently asked questions
Is TikTok good for small local businesses?
It can be excellent for visual, personality-led businesses such as food, beauty, fitness and retail. Businesses with little to show visually may get better results from Instagram and Google.
How many people use TikTok in Europe?
TikTok reported 189 million monthly active users in the EU for the first half of 2026 in its Digital Services Act transparency reporting. The UK is reported separately.
How often should a business post on TikTok?
Two to three short videos a week is a realistic, effective starting point. Consistency over several months matters more than posting a lot at once.
Do I need to dance or do trends on TikTok?
No. Behind-the-scenes clips, transformations, quick tips and answers to customer questions work very well for local businesses.
Can I post the same video on TikTok and Instagram?
Yes. Upload the original clip to each platform rather than reposting a downloaded video with another app’s watermark.
The bottom line
If your business is visual and you can film a few short, real videos each week, TikTok is worth a proper try. Set up a business account, post two or three videos a week for a few months, reuse them as Reels, and measure what matters: customers.
Want help? Viraluna’s Growth and Premium plans include short-form video edits you can use on TikTok and Instagram Reels, and TikTok can be added as a platform. See our plans.