TikTok Marketing for UK Professional Businesses: Beyond Gen Z
Remember when TikTok burst onto the scene?
God, the eye-rolling from established UK businesses was almost audible. “It’s just teenagers dancing,” they scoffed.
Well, it’s 2025 now, and those same companies are scrambling to catch up as TikTok has transformed into one of the most potent marketing channels – even for those in the stuffiest industries.
Look, I’m not exaggerating when I say there are over 23 million monthly active users in the UK alone. And that average user age? It keeps creeping upward.
This isn’t just some fleeting trend – it’s a massive opportunity for businesses wanting authentic connections with consumers and, surprisingly, B2B audiences.
At Shape The Market, we’ve guided dozens of UK businesses through the TikTok wilderness – from buttoned-up financial services to old-school manufacturing firms.
They were sceptical at first (who wouldn’t be?), but the results speak for themselves.
Let me explain why TikTok deserves a serious look from UK businesses that wouldn’t usually touch it with a bargepole.
The Changing Demographics of TikTok in the UK
Let’s immediately bust the most significant myth that TikTok is exclusively Gen Z territory.
The recent UK data tells an entirely different story:
• The fastest-growing TikTok demographic in the UK is users aged 35-54. They’ve increased by a whopping 62% in just the past year.
• Nearly half (47%) of UK TikTok users are over 30.
• Here’s a shocker – the average household income of UK TikTok users now exceeds that of Twitter users.
• Perhaps most surprisingly, 65% of UK B2B decision-makers admit to using TikTok for personal scrolling and professional content consumption.
This shift has fundamentally transformed TikTok from a pure entertainment platform to a place where people actively hunt for educational content, product information, and real brand stories that don’t feel manufactured.
For UK businesses, especially those who’ve watched their traditional marketing channels dry up, this is the opportunity they’ve been waiting for.
Why ‘Serious’ UK Businesses Are Smashing It on TikTok
Several factors make TikTok surprisingly effective for businesses in traditional industries – and I’ve seen this firsthand:
1. The Authenticity Advantage
Instagram demands polished perfection, but TikTok? It rewards being real.
This is a godsend for “serious” UK businesses because you can finally show your human side without compromising professionalism.
Take this London law firm we worked with. They started sharing rough-and-ready explainer videos – just solicitors explaining legal concepts without the gobbledygook.
It’s nothing fancy, just straight talk. The result? More client enquiries through these unpolished videos than all their traditional marketing channels combined. Mad, isn’t it?
2. Unmatched Organic Reach
While Facebook and Instagram’s organic reach has decreased, TikTok’s algorithm offers serious visibility without paying for promotion.
Our UK B2B clients regularly reach tens of thousands of viewers despite having follower counts you could fit in a small conference room.
Case in point: this Birmingham manufacturing company has a measly 2,300 followers. They posted a quick product demonstration that reached over 78,000 viewers—not a penny spent on promotion.
Try getting those numbers organically on Facebook these days!
3. The Educational Content Opportunity
TikTok has evolved beyond dance routines to become a learning hub.
The #LearnOnTikTok hashtag has racked up over 325 billion views globally, with UK users particularly hungry for financial education, professional development, and industry insights.
This is perfect for businesses with specialised knowledge.
A Manchester financial advisory firm we work with has attracted over £2.3 million in new investments through no-nonsense educational content about pension options and investment strategies. Not bad for videos often filmed at someone’s desk!
4. Reduced Competition in Professional Sectors
While consumer brands piled onto TikTok ages ago, professional service firms and B2B companies have dragged their feet.
Their loss, your gain. Businesses in financial services, legal, manufacturing, and technology face way less competition for attention.
We’ve seen that UK businesses in these sectors enjoy engagement rates 3-4 times higher than industry averages on other platforms.
They arrived while their competitors still argued whether TikTok was “professional enough.”
How a Traditional UK Accounting Firm Found TikTok Success
Let me tell you about this Leeds-based accounting firm we worked with – they’re the perfect example of how a “serious” business can thrive on TikTok:
Initial Scepticism:
The partners practically needed convincing at gunpoint. They were terrified TikTok would trash their professional reputation or attract time-wasters rather than clients.
Strategic Approach:
Instead of trying to be “down with the kids,” they developed a straightforward content strategy:
1. Demystifying tax concepts for small business owners
2. Quick tips for financial efficiency that anyone could implement
3. Showcasing their team’s personalities and expertise
4. Timely content around UK tax deadlines and budget announcements (you know, when everyone’s panicking)
Content Format:
Nothing fancy – typically just an accountant talking directly to the camera in their office, sometimes using on-screen text for key points.
No dancing, no trending sounds, no nonsense.
Results After Six Months:
• 28,000+ followers (from absolute zero)
• 1.2 million video views (not too shabby for accountants!)
• 43 direct client enquiries specifically mentioning they found them on TikTok
• 18 new clients signed (with an average value of £4,200 annually)
• Invitations to speak at three industry events based on their growing reputation
They succeeded not by trying to create viral entertainment but by consistently delivering helpful information in an accessible format. It turns out that substance trumps style on TikTok, after all.
Practical TikTok Strategy for UK Professional Businesses
Based on our experience helping dozens of UK businesses implement TikTok strategies that work, here are the key elements to consider:
1. Content Pillars for Professional Businesses
Don’t just post randomly. Establish 3-5 content categories that play to both your expertise and what your audience cares about:
Educational Content:
• Explainer videos about complex concepts in your industry
• Common mistakes and how to avoid them (we all love learning from others’ errors)
• Jargon busters and terminology explainers (every industry has its impenetrable language)
Behind-the-Scenes Insights:
• Day in the life of different team members (people buy from people)
• How your products are made or services delivered
• Workplace culture and team personalities (the stuff that never makes it to the website)
Myth-Busting Content:
• Addressing misconceptions about your industry
• Challenging conventional wisdom with complex data
• Answering those questions, clients always ask
Timely and Relevant Updates:
• Quick takes on new regulations or industry developments
• Seasonal advice relevant to your sector
• Commentary on UK economic or business trends that affect your clients
Client Success Stories:
• Before and after transformations (with permission, obviously)
• Testimonials in creative formats
• Problem-solution narratives that showcase your expertise
By rotating through these content types, you keep things fresh while hammering home your expertise.
2. Production Approaches That Work for Professional Settings
Forget elaborate production – you don’t need it. These approaches have worked brilliantly for our UK business clients:
Talking Head Videos:
Simple videos of team members speaking directly to the camera work remarkably well. Ensure you’ve got decent lighting and clear audio, but don’t stress about making it BBC-quality.
Screen Recordings with Voiceover are perfect for demonstrating software, analysing data, or showing digital processes. Just capture your screen and talk through what you’re doing.
Text-Based Explanations:
Utilise TikTok’s text features to break down complex concepts step-by-step or highlight key statistics with simple visual aids.
Whiteboard Sessions:
Brief whiteboard explanations of processes or calculations perform brilliantly for professional service firms. Just like you’d explain something to a client in your office.
Office-Based Scenarios:
Short scenes that showcase client interactions or team collaboration humanise your brand while maintaining a professional tone.
The secret is consistency rather than Hollywood production values. People will watch low-fi content if it’s genuinely helpful.
3. UK-Specific Content Considerations
To connect with UK audiences, remember these market-specific factors:
Regional Dialects and Terminology:
Embrace proper British language rather than adopting American terms. Our data shows UK viewers switch off when content feels like it’s been produced for a US audience.
UK Regulatory Context:
Reference UK-specific regulations, tax frameworks, and business structures. Generic information gets ignored.
Cultural References: A touch of British humour goes a long way without compromising professionalism. You’re allowed to be human!
Local Visual Cues:
When filming in your offices, don’t hide UK-specific elements – they reinforce your local relevance and expertise.
A Liverpool-based HR consultancy we work with saw engagement jump by 47% when it stopped using generic business speak and started specifically addressing UK employment law and workplace culture.
4. Hashtag Strategy for UK Professional Services
The right hashtags help your content reach relevant UK audiences:
Industry-Specific UK Hashtags:
Combine your industry with UK identifiers (#UKFinance, #BritishManufacturing, #UKLegalAdvice)
Regional Business Hashtags:
Include tags relevant to your location (#LondonBusiness, #ManchesterStartups, #ScottishEntrepreneurs)
Professional Community Tags:
Identify hashtags used by UK professional communities in your sector (#UKAccountants, #BritishEngineers)
Trending UK Business Topics:
Keep an eye on hashtags related to current UK business concerns (#UKBudget2025, #BrexitUpdates)
Educational Content Tags:
Include learning-focused tags (#LearnWithMe, #UKBusinessTips)
Our research consistently shows that using 3-5 highly relevant hashtags outperforms using loads of generic ones. Quality over quantity, every time.
Common Objections from UK Business Leaders (And How to Handle Them)
When suggesting TikTok as a marketing channel, you’ll likely hear these objections from leadership teams:
“Our clients aren’t on TikTok.”
Our Response:
Share the UK demographic data. Better yet, conduct a quick client survey—most businesses are genuinely shocked to discover how many of their clients are active TikTok users.
“It will damage our professional image.”
Our Response:
Show examples of respected UK organisations in similar sectors successfully using the platform. The proof is in the pudding.
“We don’t have the resources for another platform.”
Our Response:
TikTok content typically requires less production time than other platforms. Start small with 1-2 videos weekly and scale up based on results.
“Our subject matter is too complex for short videos.”
Our Response:
Complex topics can be broken down into digestible chunks or used to drive traffic to more detailed resources. Sometimes, constraints breed clarity!
“We’ll never go viral, so why bother?”
Our Response:
Going viral isn’t the goal – reaching a relevant, targeted audience is.
Many of our most successful UK B2B clients have never had a “viral” video but consistently reach valuable prospects who convert into customers.
Measuring TikTok Success for UK Professional Businesses
Forget vanity metrics – these are the numbers that matter:
Reach Within Target Demographics
TikTok’s analytics show age and location data for your audience. Track the percentage of viewers who match your ideal client profile.
Website Traffic and Lead Quality
Use UTM parameters on profile links and in video captions. Then, the conversion rates of TikTok visitors will be compared against other traffic sources.
Content Completion Rate
The percentage of viewers watching your entire video tells you more than the total views. Aim for completion rates above 60%.
Saved Content Metrics
Users who save your videos find the information valuable enough to reference later—gold dust for professional content.
Comment Quality
Beyond counting comments, assess whether they demonstrate genuine interest from potential clients or create opportunities for meaningful conversation.
Industry Positioning Impact
Track mentions of your TikTok content in publications, speaking invitations, or client meetings to indicate thought leadership development.
Getting Started: Your First 30 Days on TikTok
Based on helping dozens of UK businesses launch on TikTok, here’s a practical 30-day plan:
Days 1-7: Platform Familiarisation
• Create a proper business account with professional branding
• Spend time daily watching content in your industry niche
• Identify 5-10 accounts in adjacent sectors for inspiration
• Note which content formats and approaches resonate with you
Days 8-14: Content Planning
• Define your 3-5 content pillars
• Create a simple content calendar for your first month
• Film 3-4 videos before publishing anything (practice makes perfect)
• Set up a TikTok Pro account to access analytics
Days 15-21: Initial Publishing
• Post your first 2-3 videos on alternating days
• Engage with comments promptly and professionally
• Begin following relevant accounts in your industry
• Test different posting times to identify when your audience is most active
Days 22-30: Analysis and Adjustment
• Review performance data from your first videos
• Identify which content types generated the most engagement
• Refine your approach based on initial results
• Develop a sustainable content schedule for month two
Ongoing Strategy:
• Aim for 2-3 videos weekly rather than daily posting (quality over quantity)
• Dedicate one team member as the TikTok coordinator
• Schedule monthly content planning sessions
• Review performance metrics quarterly against business goals
TikTok Advertising for UK Professional Services
While organic content should be your foundation, TikTok’s advertising options have grown up:
Lead Generation Ads
TikTok now offers lead generation forms that integrate with major CRM systems, allowing you to capture prospect information without users leaving the platform.
Custom Audience Targeting
Upload customer lists to create lookalike audiences or retarget website visitors with specific professional characteristics.
B2B Targeting Parameters
Recent improvements allow targeting based on industry, company size, and professional interests – particularly valuable for UK B2B companies.
Our UK financial services clients have seen cost-per-lead rates 37% lower on TikTok than LinkedIn for similar audience targeting. Yes, you read that right – lower than LinkedIn!
How Shape The Market Can Help
At Shape The Market, we specialise in helping UK businesses in traditional sectors develop TikTok strategies that work:
• Audience Analysis: Identifying which segments of your target market are active on TikTok (and worth pursuing)
• Content Strategy Development: Creating sustainable content plans aligned with your expertise and business goals
• Team Training: Equipping your internal team with the skills to create compelling content
• Performance Measurement: Setting up proper tracking to measure business impact beyond vanity metrics
Our clients typically see meaningful results within 60-90 days of implementing a structured TikTok strategy, with lead generation costs averaging 40-60% lower than comparable LinkedIn campaigns.
Conclusion: The Opportunity Cost of Waiting
As TikTok continues to mature as a platform for professional content, the early-mover advantage remains significant for UK businesses willing to stake their claim now.
The businesses we work with that delayed TikTok adoption say, “We should have started sooner.” I hear it constantly.
While the platform will undoubtedly continue to evolve, the fundamental opportunity remains constant – connecting with audiences through authentic, valuable content that demonstrates your expertise and humanises your brand.
For “serious” UK businesses ready to explore TikTok as a marketing channel, we offer a complimentary TikTok opportunity assessment to evaluate your specific potential.
Get in touch to learn how we can help you develop a TikTok strategy that enhances rather than detracts from your professional reputation.
Is your UK business on the fence about TikTok? Drop your questions or concerns in the comments below, and I’ll give you my honest take based on what we’ve seen work (and fail).
TikTok Marketing for UK Professional Businesses: Beyond Gen Z
Remember when TikTok burst onto the scene?
God, the eye-rolling from established UK businesses was almost audible. “It’s just teenagers dancing,” they scoffed.
Well, it’s 2025 now, and those same companies are scrambling to catch up as TikTok has transformed into one of the most potent marketing channels – even for those in the stuffiest industries.
Look, I’m not exaggerating when I say there are over 23 million monthly active users in the UK alone. And that average user age? It keeps creeping upward.
This isn’t just some fleeting trend – it’s a massive opportunity for businesses wanting authentic connections with consumers and, surprisingly, B2B audiences.
At Shape The Market, we’ve guided dozens of UK businesses through the TikTok wilderness – from buttoned-up financial services to old-school manufacturing firms.
They were sceptical at first (who wouldn’t be?), but the results speak for themselves.
Let me explain why TikTok deserves a serious look from UK businesses that wouldn’t usually touch it with a bargepole.
The Changing Demographics of TikTok in the UK
Let’s immediately bust the most significant myth that TikTok is exclusively Gen Z territory.
The recent UK data tells an entirely different story:
• The fastest-growing TikTok demographic in the UK is users aged 35-54. They’ve increased by a whopping 62% in just the past year.
• Nearly half (47%) of UK TikTok users are over 30.
• Here’s a shocker – the average household income of UK TikTok users now exceeds that of Twitter users.
• Perhaps most surprisingly, 65% of UK B2B decision-makers admit to using TikTok for personal scrolling and professional content consumption.
This shift has fundamentally transformed TikTok from a pure entertainment platform to a place where people actively hunt for educational content, product information, and real brand stories that don’t feel manufactured.
For UK businesses, especially those who’ve watched their traditional marketing channels dry up, this is the opportunity they’ve been waiting for.
Why ‘Serious’ UK Businesses Are Smashing It on TikTok
Several factors make TikTok surprisingly effective for businesses in traditional industries – and I’ve seen this firsthand:
1. The Authenticity Advantage
Instagram demands polished perfection, but TikTok? It rewards being real.
This is a godsend for “serious” UK businesses because you can finally show your human side without compromising professionalism.
Take this London law firm we worked with. They started sharing rough-and-ready explainer videos – just solicitors explaining legal concepts without the gobbledygook.
It’s nothing fancy, just straight talk. The result? More client enquiries through these unpolished videos than all their traditional marketing channels combined. Mad, isn’t it?
2. Unmatched Organic Reach
While Facebook and Instagram’s organic reach has decreased, TikTok’s algorithm offers serious visibility without paying for promotion.
Our UK B2B clients regularly reach tens of thousands of viewers despite having follower counts you could fit in a small conference room.
Case in point: this Birmingham manufacturing company has a measly 2,300 followers. They posted a quick product demonstration that reached over 78,000 viewers—not a penny spent on promotion.
Try getting those numbers organically on Facebook these days!
3. The Educational Content Opportunity
TikTok has evolved beyond dance routines to become a learning hub.
The #LearnOnTikTok hashtag has racked up over 325 billion views globally, with UK users particularly hungry for financial education, professional development, and industry insights.
This is perfect for businesses with specialised knowledge.
A Manchester financial advisory firm we work with has attracted over £2.3 million in new investments through no-nonsense educational content about pension options and investment strategies. Not bad for videos often filmed at someone’s desk!
4. Reduced Competition in Professional Sectors
While consumer brands piled onto TikTok ages ago, professional service firms and B2B companies have dragged their feet.
Their loss, your gain. Businesses in financial services, legal, manufacturing, and technology face way less competition for attention.
We’ve seen that UK businesses in these sectors enjoy engagement rates 3-4 times higher than industry averages on other platforms.
They arrived while their competitors still argued whether TikTok was “professional enough.”
How a Traditional UK Accounting Firm Found TikTok Success
Let me tell you about this Leeds-based accounting firm we worked with – they’re the perfect example of how a “serious” business can thrive on TikTok:
Initial Scepticism:
The partners practically needed convincing at gunpoint. They were terrified TikTok would trash their professional reputation or attract time-wasters rather than clients.
Strategic Approach:
Instead of trying to be “down with the kids,” they developed a straightforward content strategy:
1. Demystifying tax concepts for small business owners
2. Quick tips for financial efficiency that anyone could implement
3. Showcasing their team’s personalities and expertise
4. Timely content around UK tax deadlines and budget announcements (you know, when everyone’s panicking)
Content Format:
Nothing fancy – typically just an accountant talking directly to the camera in their office, sometimes using on-screen text for key points.
No dancing, no trending sounds, no nonsense.
Results After Six Months:
• 28,000+ followers (from absolute zero)
• 1.2 million video views (not too shabby for accountants!)
• 43 direct client enquiries specifically mentioning they found them on TikTok
• 18 new clients signed (with an average value of £4,200 annually)
• Invitations to speak at three industry events based on their growing reputation
They succeeded not by trying to create viral entertainment but by consistently delivering helpful information in an accessible format. It turns out that substance trumps style on TikTok, after all.
Practical TikTok Strategy for UK Professional Businesses
Based on our experience helping dozens of UK businesses implement TikTok strategies that work, here are the key elements to consider:
1. Content Pillars for Professional Businesses
Don’t just post randomly. Establish 3-5 content categories that play to both your expertise and what your audience cares about:
Educational Content:
• Explainer videos about complex concepts in your industry
• Common mistakes and how to avoid them (we all love learning from others’ errors)
• Jargon busters and terminology explainers (every industry has its impenetrable language)
Behind-the-Scenes Insights:
• Day in the life of different team members (people buy from people)
• How your products are made or services delivered
• Workplace culture and team personalities (the stuff that never makes it to the website)
Myth-Busting Content:
• Addressing misconceptions about your industry
• Challenging conventional wisdom with complex data
• Answering those questions, clients always ask
Timely and Relevant Updates:
• Quick takes on new regulations or industry developments
• Seasonal advice relevant to your sector
• Commentary on UK economic or business trends that affect your clients
Client Success Stories:
• Before and after transformations (with permission, obviously)
• Testimonials in creative formats
• Problem-solution narratives that showcase your expertise
By rotating through these content types, you keep things fresh while hammering home your expertise.
2. Production Approaches That Work for Professional Settings
Forget elaborate production – you don’t need it. These approaches have worked brilliantly for our UK business clients:
Talking Head Videos:
Simple videos of team members speaking directly to the camera work remarkably well. Ensure you’ve got decent lighting and clear audio, but don’t stress about making it BBC-quality.
Screen Recordings with Voiceover are perfect for demonstrating software, analysing data, or showing digital processes. Just capture your screen and talk through what you’re doing.
Text-Based Explanations:
Utilise TikTok’s text features to break down complex concepts step-by-step or highlight key statistics with simple visual aids.
Whiteboard Sessions:
Brief whiteboard explanations of processes or calculations perform brilliantly for professional service firms. Just like you’d explain something to a client in your office.
Office-Based Scenarios:
Short scenes that showcase client interactions or team collaboration humanise your brand while maintaining a professional tone.
The secret is consistency rather than Hollywood production values. People will watch low-fi content if it’s genuinely helpful.
3. UK-Specific Content Considerations
To connect with UK audiences, remember these market-specific factors:
Regional Dialects and Terminology:
Embrace proper British language rather than adopting American terms. Our data shows UK viewers switch off when content feels like it’s been produced for a US audience.
UK Regulatory Context:
Reference UK-specific regulations, tax frameworks, and business structures. Generic information gets ignored.
Cultural References: A touch of British humour goes a long way without compromising professionalism. You’re allowed to be human!
Local Visual Cues:
When filming in your offices, don’t hide UK-specific elements – they reinforce your local relevance and expertise.
A Liverpool-based HR consultancy we work with saw engagement jump by 47% when it stopped using generic business speak and started specifically addressing UK employment law and workplace culture.
4. Hashtag Strategy for UK Professional Services
The right hashtags help your content reach relevant UK audiences:
Industry-Specific UK Hashtags:
Combine your industry with UK identifiers (#UKFinance, #BritishManufacturing, #UKLegalAdvice)
Regional Business Hashtags:
Include tags relevant to your location (#LondonBusiness, #ManchesterStartups, #ScottishEntrepreneurs)
Professional Community Tags:
Identify hashtags used by UK professional communities in your sector (#UKAccountants, #BritishEngineers)
Trending UK Business Topics:
Keep an eye on hashtags related to current UK business concerns (#UKBudget2025, #BrexitUpdates)
Educational Content Tags:
Include learning-focused tags (#LearnWithMe, #UKBusinessTips)
Our research consistently shows that using 3-5 highly relevant hashtags outperforms using loads of generic ones. Quality over quantity, every time.
Common Objections from UK Business Leaders (And How to Handle Them)
When suggesting TikTok as a marketing channel, you’ll likely hear these objections from leadership teams:
“Our clients aren’t on TikTok.”
Our Response:
Share the UK demographic data. Better yet, conduct a quick client survey—most businesses are genuinely shocked to discover how many of their clients are active TikTok users.
“It will damage our professional image.”
Our Response:
Show examples of respected UK organisations in similar sectors successfully using the platform. The proof is in the pudding.
“We don’t have the resources for another platform.”
Our Response:
TikTok content typically requires less production time than other platforms. Start small with 1-2 videos weekly and scale up based on results.
“Our subject matter is too complex for short videos.”
Our Response:
Complex topics can be broken down into digestible chunks or used to drive traffic to more detailed resources. Sometimes, constraints breed clarity!
“We’ll never go viral, so why bother?”
Our Response:
Going viral isn’t the goal – reaching a relevant, targeted audience is.
Many of our most successful UK B2B clients have never had a “viral” video but consistently reach valuable prospects who convert into customers.
Measuring TikTok Success for UK Professional Businesses
Forget vanity metrics – these are the numbers that matter:
Reach Within Target Demographics
TikTok’s analytics show age and location data for your audience. Track the percentage of viewers who match your ideal client profile.
Website Traffic and Lead Quality
Use UTM parameters on profile links and in video captions. Then, the conversion rates of TikTok visitors will be compared against other traffic sources.
Content Completion Rate
The percentage of viewers watching your entire video tells you more than the total views. Aim for completion rates above 60%.
Saved Content Metrics
Users who save your videos find the information valuable enough to reference later—gold dust for professional content.
Comment Quality
Beyond counting comments, assess whether they demonstrate genuine interest from potential clients or create opportunities for meaningful conversation.
Industry Positioning Impact
Track mentions of your TikTok content in publications, speaking invitations, or client meetings to indicate thought leadership development.
Getting Started: Your First 30 Days on TikTok
Based on helping dozens of UK businesses launch on TikTok, here’s a practical 30-day plan:
Days 1-7: Platform Familiarisation
• Create a proper business account with professional branding
• Spend time daily watching content in your industry niche
• Identify 5-10 accounts in adjacent sectors for inspiration
• Note which content formats and approaches resonate with you
Days 8-14: Content Planning
• Define your 3-5 content pillars
• Create a simple content calendar for your first month
• Film 3-4 videos before publishing anything (practice makes perfect)
• Set up a TikTok Pro account to access analytics
Days 15-21: Initial Publishing
• Post your first 2-3 videos on alternating days
• Engage with comments promptly and professionally
• Begin following relevant accounts in your industry
• Test different posting times to identify when your audience is most active
Days 22-30: Analysis and Adjustment
• Review performance data from your first videos
• Identify which content types generated the most engagement
• Refine your approach based on initial results
• Develop a sustainable content schedule for month two
Ongoing Strategy:
• Aim for 2-3 videos weekly rather than daily posting (quality over quantity)
• Dedicate one team member as the TikTok coordinator
• Schedule monthly content planning sessions
• Review performance metrics quarterly against business goals
TikTok Advertising for UK Professional Services
While organic content should be your foundation, TikTok’s advertising options have grown up:
Lead Generation Ads
TikTok now offers lead generation forms that integrate with major CRM systems, allowing you to capture prospect information without users leaving the platform.
Custom Audience Targeting
Upload customer lists to create lookalike audiences or retarget website visitors with specific professional characteristics.
B2B Targeting Parameters
Recent improvements allow targeting based on industry, company size, and professional interests – particularly valuable for UK B2B companies.
Our UK financial services clients have seen cost-per-lead rates 37% lower on TikTok than LinkedIn for similar audience targeting. Yes, you read that right – lower than LinkedIn!
How Shape The Market Can Help
At Shape The Market, we specialise in helping UK businesses in traditional sectors develop TikTok strategies that work:
• Audience Analysis: Identifying which segments of your target market are active on TikTok (and worth pursuing)
• Content Strategy Development: Creating sustainable content plans aligned with your expertise and business goals
• Team Training: Equipping your internal team with the skills to create compelling content
• Performance Measurement: Setting up proper tracking to measure business impact beyond vanity metrics
Our clients typically see meaningful results within 60-90 days of implementing a structured TikTok strategy, with lead generation costs averaging 40-60% lower than comparable LinkedIn campaigns.
Conclusion: The Opportunity Cost of Waiting
As TikTok continues to mature as a platform for professional content, the early-mover advantage remains significant for UK businesses willing to stake their claim now.
The businesses we work with that delayed TikTok adoption say, “We should have started sooner.” I hear it constantly.
While the platform will undoubtedly continue to evolve, the fundamental opportunity remains constant – connecting with audiences through authentic, valuable content that demonstrates your expertise and humanises your brand.
For “serious” UK businesses ready to explore TikTok as a marketing channel, we offer a complimentary TikTok opportunity assessment to evaluate your specific potential.
Get in touch to learn how we can help you develop a TikTok strategy that enhances rather than detracts from your professional reputation.
Is your UK business on the fence about TikTok? Drop your questions or concerns in the comments below, and I’ll give you my honest take based on what we’ve seen work (and fail).
