TikTok for business: is it right for yours?
TikTok now has as many adult users in Greece as Instagram. Here is who’s there, which businesses it suits and what to expect, before you post your first video.
It’s no longer just for teenagers
The most common objection to TikTok for business is that “it’s only kids on there”. The numbers say otherwise. According to DataReportal’s Digital 2026 report, TikTok ads reach 4.6 million adults in Greece, which is 55% of everyone over 18. That’s the same as Instagram, and it grew by 16% in a year.
The audience leans female, at about 62%. And it’s not only young people: parents, professionals and consumers of every age are there, looking for ideas before they buy.
TikTok as a search engine
Many people no longer open TikTok just for fun, but to find something: a restaurant, a recipe, a product, a travel idea. In an Adobe survey in the US in 2026, 49% of consumers said they had used TikTok as a search engine.
TikTok videos also often appear in Google’s results. Search no longer happens only on Google, and a business that’s missing from TikTok is missing from a place where its customers are looking.
Which businesses it suits
TikTok works best when your product or service looks good on video or has a story to tell: food and drink, tourism, beauty, fashion, home, e-shops with products that are easy to show, education, gyms. It also works for businesses that want to hire, because it shows what the job is really like.
TikTok suits professionals who share knowledge, too. Some doctors do very well on TikTok, explaining health topics people care about in plain language. The content there stays informational, with no paid promotion, patient testimonials or “before and after”, as the rules on doctors’ advertising require.
It needs more thought in B2B with a very specialised audience, where LinkedIn is often the better choice. And it doesn’t suit anyone who can’t commit to a steady pace: an abandoned profile makes a worse impression than not being there at all.
Why it performs
On TikTok you don’t need lots of followers to be seen. The algorithm shows every video to people who don’t follow you, based on what interests them. That’s why a small business can reach an audience it wouldn’t find otherwise.
And people react more. In Socialinsider’s 2026 data, average engagement on TikTok was 3.7%, against 0.48% on Instagram. What works is real and useful, not polished: people, not logos, and a reason to stay with the video from the very first second.
Organic, ads or creators?
There are three routes, and they usually work best together. Organic content builds presence and trust. Ads bring an audience quickly, and can promote videos that already did well organically. Creators talk about your product in their own language, to an audience that trusts them.
With creators, mind the law. Every paid partnership must be clearly shown as advertising, and TikTok has a specific label for it. In a 2024 check by Greece’s General Secretariat of Commerce, only one in four of the Greek influencers checked disclosed their advertising posts properly.
TikTok Shop: where things stand in Greece
Since June 2026, users in Greece can buy through TikTok Shop. A Greek business, however, can’t yet open its own shop in Greece. Seller registration is only available in certain countries, such as Germany, Italy and Spain.
It’s worth keeping an eye on if you run an e-shop. Shopping through social media is growing, and when registration opens for Greek shops, those who already have an audience on TikTok will have a head start.
What to watch out for
TikTok is often in the news. In the US, the ban issue was settled in January 2026 with a new company for the American market. In the EU, the Commission is investigating the platform under the Digital Services Act, and in 2025 the Irish data protection authority fined it €530 million over data transfers to China, a decision still being challenged in court.
For a business, this doesn’t mean staying away. It means not putting all your marketing on one platform, and making sure the TikTok pixel on your website only runs with the visitor’s consent.
TikTok for business FAQ
Do I have to dance or follow every trend?
No. Most successful business profiles simply show their work, answer customers’ questions or share useful tips. Trends only help when they fit your brand.
How much does TikTok advertising cost?
The minimums are low, around $20 a day for an ad group. The real cost, though, depends on your goal, your audience and above all on how good your videos are.
TikTok or Instagram?
Often both, with content adapted to each. Instagram remains strong for trust and relationships with people who already know you, while TikTok is stronger for getting discovered by new people.
TikTok isn’t for every business, but for many it’s the fastest way to get discovered by new customers. At CNCTECH we plan and run social media for businesses: strategy, video, ads, creator partnerships and tracking of what actually brings in sales.
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