Due to the growing popularity of TikTok, it is now hard to ignore its growing influence on customer behavior.
That is why a lot of Australian business owners today are thinking if it is necessary to integrate it on their marketing strategy.
TikTok has been known to be effective with retail and e-commerce, beauty and skincare, fashion, food and beverage, travel and hospitality, entertainment and media, as well as lifestyle or fitness brands.
In fact, according to Oxford Economics, Australian businesses in this industry generated approximately AUD 1 Billion in direct revenue from advertising and marketing on TikTok.
There are also 38% of Australian TikTok users—roughly 3.2 million people—reported buying a product or service recommended on the platform at least once a month.
However, if you are a service-based company like consulting, recruitment, legal, health care, accounting, among others – is it necessary to adapt TikTok into your marketing?
TikTok is an entertainment platform. For a professional business, it can be quite unfitting to see some professionals doing some dances or funny skits online. It can affect the company and its experts’ credibility.
However, it’s 2025. A lot of things have changed. What if people in the consulting and professional services are no longer limited with the serious office set up? What if it is time to show the world that these “serious” and “corporate” industries more welcoming and inclusive?
If you are running a business or a company and thinking if TikTok is for your business, here are some things that can help you make a wise decision.
Things To Consider If Your Business Needs TikTok Account
According to Oxford Economics, there are over 9.5+ million Australian TikTok users in Australia. That’s a lot of people and customers that you can take advantage of. But the question is, is it right for your business? Here are the things that you need to think of:
1. Who are your audience or target market
TikTok’s core audience are mostly Gen Zs and Millenials. However, there is a recorded growing number of older age groups of TikTok users in Australia in 2025. If your target market are business owners, HR managers, or professionals in their 20s-40s, TikTok can be another marketing platform for your business.
You also have to consider that even if your target market is not scrolling on TikTok, your team members, families, or even peers might be able to help you shape your brand perception.
2. What type of content are you producing
Another thing that you need to consider if TikTok is for you is the kind of content your brand creates. If you are offering professional services such as health care, insurance, consulting, among others, you may want to focus more on educational content.
TikTok is very human and authentic. You also need to humanise your content by showing some of your team members, share behind-the-scenes moments in your office, or even showcase client success stories as long as your clients permits.
You can also create content focusing on busting some myths and misconceptions about your field that are simple but engaging.
If you think you can’t create this kind of content for your company, then TikTok might not be for you. You may want to stick with LinkedIn instead.
3. What is your tone and brand positioning
Consulting and professional services are a bit serious in nature. If you are thinking of incorporating TikTok to your strategy, you may want to adjust your brand voice a little. You can add a bit of humour or trends but make sure to keep it aligned with industry ethics and credibility.
If you are offering legal advice, you may want to create educational or factual content. Make sure you keep it clean, consistent with your branding and on-screen text for clarity and don’t forget to wear appropriate dress codes to maintain trust.
4. Don’t forget compliance and risk management
Some companies such as those in the health, legal, and financial sectors in Australia have strict advertising guidelines. Before considering TikTok, you need to check the compliance in your industry. Confidentiality is also important. Avoid revealing client identities or case specifics without consent. Most importantly, ensure all statements are factual, evidence-based, and properly qualified.
5. You need to be consistent
Another thing that you need to consider when doing TikTok is that you need to be consistent. You need to post at least 3 or 4 times a week. TikTok is a video content platform so creating video materials is a must. This means training internal staff or hiring social media managers or content agencies to help you create content on a consistent basis.
If you don’t have the time or the resources to create consistent posting, then TikTok may not be for your business. TikTok rewards frequent posting, so it is a must to be consistent to build momentum and get results from your efforts.
6. Don’t forget to measure your ROI
You’ve probably thought of using TikTok because of the potential return-on-investment (ROI). With the billion users, you can tap even a little percentage of its market and may provide positive results.
So if you’ve finally decided to do TikTok for your business, make sure to track links, QR codes, or campaign-specific landing pages. Also focus on the relevance of comments and inquiries, not just views. What are your audience or viewers saying about your brand and your content? Use these comments to your advantage.
7. Check cultural relevance
Trends are good. Following trends can give you exposure on the platform. But you don’t have to chase every meme. You only need to adapt to trends that can be reframed to fit your professional voice. You also need to localise your content to match Australian laws, market conditions or local events to stay relevant.
Is TikTok for your business?
TikTok can be a powerful platform even for traditionally serious professions like health, accounting, legal, and recruitment among others. However, you need to approach it strategically.
What you need to consider when setting up a TikTok account for your business is to understand your audience, deliver educational and trust-building content, stay compliant with industry regulations, and commit to consistent, brand-appropriate storytelling.
By blending professionalism with approachability, TikTok can help you with your online visibility, connect with new audiences, humanize your brand and ultimately drive meaningful business outcomes.
Need help in marketing your business online but don’t have time or even the budget to do so? We can help. We, at SOS Global Smarter Outsourcing Solutions, have highly-skilled digital marketing professionals that you can outsource and onboard to be part of your Australian team to market your business.
Contact us today for a free consultation on how we can help you grow your business.
