A year ago, most Kerry business owners would have laughed if you suggested they should be on TikTok. That’s changed. Quietly, and then suddenly, TikTok has become one of the most effective marketing tools available to small and medium businesses, and the ones who got in early are reaping the rewards.
Here’s why it’s worth paying attention, and what it actually looks like for a local business in Kerry.
TikTok’s Audience Has Grown Up
The platform that started with lip-syncing teenagers now has a huge and growing audience of adults in their 30s, 40s, and beyond. In Ireland, TikTok is used by over 2 million people and that number continues to grow. Your customers are almost certainly on it.
More importantly, TikTok’s algorithm is uniquely generous to new and small accounts. Unlike Facebook or Instagram, where your posts mostly reach people who already follow you, TikTok actively pushes content to new audiences. A local business with 200 followers can have a video seen by 50,000 people if it resonates. That kind of organic reach is almost impossible to find on any other platform right now.
What Works for Local Businesses
You don’t need a production crew or a dance routine. The content that performs best for local businesses tends to be simple, honest, and specific.
Behind-the-scenes content works brilliantly : a Kerry butcher showing how they prepare their cuts, a Killarney hotel showing a room being turned over, a Tralee retailer unpacking new stock. Useful content works too: a quick tip, a myth busted, a common question answered in 30 seconds. The more local and specific the better TikTok rewards authenticity over polish.
The key is consistency. One great video a month won’t build anything. Showing up regularly, even with imperfect content, is what builds an audience over time.
TikTok Ads Are Still Underpriced
Compared to Facebook and Instagram, TikTok advertising is still relatively affordable, largely because fewer businesses are using it. For Kerry businesses looking to reach a local audience or target specific demographics, TikTok ads can deliver strong results at a lower cost per click than Meta platforms.
If you’re weighing up where to put your paid budget, our post on Facebook Ads vs Google Ads covers the broader paid advertising landscape in detail.
The ad formats are native to the platform, they look like regular TikTok videos rather than obvious adverts, which means people are less likely to scroll past them.
Where to Start
If you’re starting from scratch, the first step is converting your account to a Business Account, then setting up a TikTok Business Centre : TikTok’s central hub for managing content, ads, and analytics. From there you can manage everything in one place and grant access to anyone helping you, without sharing your personal login.
If that sounds like a lot, it doesn’t have to be. We manage TikTok for Kerry businesses : content strategy, posting, and paid campaigns, as part of our social media management service. If you’d like to find out what that could look like for your business, take a look at how we work or get in touch at hello@seaweeddigital.ie.