Are you a small business owner who feels like TikTok just isn’t “your scene”? You’re not alone. Many owners of accounting firms, construction companies, local services – the kind of businesses often dubbed “non-trendy” – eye TikTok with skepticism. Isn’t it just teenagers dancing and viral fads? How could posting 15-second clips possibly help an accounting practice or a home builder gain clients? It’s time to demystify the hype. In 2025, short-form video platforms like TikTok (along with Instagram Reels and YouTube Shorts) have evolved far beyond dance challenges. They’ve become powerful tools for visibility, engagement, and lead generation – even for businesses that don’t consider themselves trendy. This guide will show you why every business, no matter how traditional, should take these platforms seriously, and how you can do so in a way that fits your brand.

Short-Form Video in 2025: More Than Just Dance Trends

It’s true – TikTok did burst onto the scene with lip-syncs and dance memes. But as of 2025, it’s an entirely different ballgame. As of 2025, TikTok has surpassed 1.8 billion monthly active users globally, solidifying its position as one of the largest social media platforms worldwide. And it’s not just TikTok; Instagram and YouTube jumped in with Reels and Shorts, respectively, because short-form video content is what people want. According to a January 2024 industry study by Munch, 66% of consumers find short-form content the most engaging format. In other words, two-thirds of your audience prefers bite-sized videos over any other content type.

This cultural shift means people now turn to quick videos for entertainment, education, and even purchasing decisions. The days of short clips being “just for kids” are over. In fact, over two-thirds of TikTok’s adult users are between 18 and 34 years old. with the largest segment in the 25–34 range – prime spending years. TikTok’s user base has matured; you’ll find parents, professionals, and yes, even business owners scrolling their feeds. Other platforms report similar trends. Every day, Facebook and Instagram users together play 200 billion Reels (short videos) – a testament to how mainstream vertical videos have become. YouTube Shorts, integrated right into YouTube, already has over 160 million users in the U.S. alone. The short-form video boom is real, and it’s here to stay.

What’s driving this boom? Simply put, attention spans are shrinking and people crave quick, engaging content. Mobile consumption is king – 79% of U.S. consumers say they prefer watching videos on their smartphones. And with an endless feed of content, viewers love variety. That’s why TikTok’s algorithm, which serves up an ever-refreshing mix of videos tailored to user interests, has been so successful. It surfaces niche content to the right people, whether that’s the latest DIY home repair tip or a financial planning snippet. The result: users watch an average of 17 hours of online video per week, much of it short-form. This is the cultural reality in 2025 – short videos have become a primary way we consume information and entertainment.

If you’re running a “non-trendy” business – say, a law firm, an accounting office, a plumbing company, a local restaurant – you might be thinking, That’s nice, but my customers don’t use TikTok. Or perhaps, We’re too traditional for goofy videos. It’s time to reconsider those assumptions. Short-form video isn’t just for flashy consumer brands; it’s one of the most effective marketing tools available today. In fact, video marketing has become nearly ubiquitous because it works: as of late 2024, 89% of businesses use video as a marketing tool. And importantly, short-form video content delivers the highest ROI of all social media strategies. In one survey last year, nearly one-third of marketers said that short videos offer the best return on investment (better than any other content format).

Why is the ROI so high? Because these bite-sized clips can translate into real business results. They’re excellent for visibility – TikTok’s powerful algorithm can put your content in front of thousands of eyeballs even if you have zero followers. They drive engagement – viewers are more likely to watch, comment on, and share a 30-second video than read a long blog post from a stranger. And yes, they can generate leads and sales. According to Wyzowl’s Video Marketing Statistics 2025 report, 88% of video marketers say video content (including short-form) has helped them generate leads, and 84% say it directly increased sales. Those aren’t just big-brand numbers; small businesses are seeing this impact too.

Importantly, short videos excel at building trust. Seeing a real person from a business talk or demonstrate something creates a human connection that polished print ads can’t match. A witty 60-second clip with a tip or a behind-the-scenes peek can make your business more relatable and memorable. Remember, you don’t have to dance or be hilarious if that’s not you – authenticity beats trying to be trendy. For example, a home renovation contractor might simply film a before-and-after of a kitchen remodel with a few captions about what was done. That kind of content is genuinely interesting to homeowners and establishes credibility (hey, they clearly know their craft!).

Another reason to care: your competitors might already be there, or soon will be. A report from early 2024 showed that among businesses using short-form content, the vast majority (70%) were small businesses. In contrast, only 8% were large enterprises. This tells us that smaller companies – likely just like yours – are embracing platforms like TikTok much faster than big corporations. Why? Smaller businesses can be nimble, showcase personality, and often rely on cost-effective marketing. Short videos level the playing field; you don’t need a Super Bowl budget, just a smartphone and some creativity. If 70% of small businesses are finding a way to leverage short-form video, do you want to be in the 30% missing out?

What does short-form video marketing look like in 2025, and how has it shifted culturally? Here’s a quick rundown of trends that matter for “non-trendy” businesses:

• Education and Expertise on Display: TikTok is not all pranks and dances anymore. There’s a huge trend of educational content – sometimes tagged as #LearnOnTikTok or #EduTok – where professionals share knowledge. From lawyers explaining legal terms to farmers showing a day on the farm, people are using TikTok to teach and inform (often with a dash of humour or simplicity to keep it engaging). This means your expertise has a place on these platforms. If you’re an accountant, imagine doing 30-second “tax tips” videos; if you’re a personal trainer, quick exercise demos or myth-busting clips fit right in.

   

• Authenticity and Human Stories: Polished ads are out, realness is in. Users in 2025 value authenticity highly – showing the human side of your business is a trend that gets engagement. Short behind-the-scenes clips, introductions to your team, or a “day in the life” at your office/worksite can foster trust. People love to see the faces and effort behind a business. This isn’t just fluff: being genuine builds a connection that can later translate into loyal customers. (And don’t worry – authenticity doesn’t mean oversharing or unprofessional. It simply means a more personal, less scripted touch).

   

• Cross-Platform Presence: TikTok might be the superstar, but short-form video is everywhere. Instagram Reels and YouTube Shorts are just as important, especially if you already have followers on those platforms. One nice thing is you can often repurpose the same video across all three with minor tweaks. In fact, many businesses do exactly that – create once, distribute widely. Tip: YouTube Shorts can be a great entry point if you’re already on YouTube or find TikTok’s culture a bit intimidating at first. It taps into YouTube’s massive user base (and searchability) with short content. Facebook has Reels too, reaching an older demographic. The trend here is an integration of short videos into all social apps – so wherever your audience hangs out, they’re probably expecting quick videos in their feed.

   

• Short-Form Search & Discovery: Here’s a cultural shift few expected – people (especially under 35) increasingly use TikTok and Reels like search engines. Looking for recipe ideas? Home DIY fixes? Product reviews? Many are more likely now to search TikTok or Instagram for a quick visual answer than to wade through Google results. This means having content on these platforms can make you discoverable in new ways. A local bakery posting tasty cake-decorating Shorts might catch someone searching “wedding cake ideas” on YouTube or TikTok. Being present in short-form video is a bit like SEO for a different channel – it’s positioning your business where people are looking.

   

• Advertising and E-commerce Integration: TikTok and others have developed more tools for businesses: from in-app shops to clickable links and ad campaigns optimized for short videos. Ad spending on short-form videos is projected to reach $111 billion in 2025, reflecting how companies of all sizes are investing in this format. Even if you’re not ready for paid TikTok ads, it’s good to know that these platforms are becoming commerce-friendly. Viewers can go from watching a 10-second clip to buying a product or booking a service seamlessly. For example, TikTok now allows adding links or using TikTok Shop features – a trend worth noting if you sell products.

   

In short, the landscape has shifted to make short-form video not just a trend but a staple of modern marketing and culture. It’s not replacing other forms of outreach completely, but it has carved out a huge space that businesses can’t ignore. Now, let’s look at some concrete examples of how supposedly “unsexy” businesses are using these platforms effectively.

Sometimes the best way to believe in something is to see it in action. So here are a few real (and a couple hypothetical-but-plausible) examples of businesses you wouldn’t think of as trendy, finding success on TikTok and short-form video:

• Accounting & Finance: Yes, even accountants are on TikTok! Take Natalie Lennon, a chartered accountant from Australia who started posting helpful tax explainers during the 2020 lockdowns. By 2024 she had around 20,000 TikTok followers and some videos reaching hundreds of thousands of views during tax season. Her short, no-nonsense clips explaining things like small business tax deductions in plain English have raised her profile tremendously. She’s landed speaking gigs and TV appearances thanks to that TikTok presence. Not a dance in sight – just valuable info delivered in a friendly way (with a splash of personality, like her signature pink jacket). It’s a prime example that people are hungry for accessible expertise on these platforms. If an accounting firm can make taxes engaging for scrollers, what useful tidbits could your business share?

• Home Services & Trades: Think repairing carpets is too mundane for social media fame? Think again. One California-based carpet repair business started posting short before-and-after videos of them fixing torn or burned carpets – oddly satisfying to watch – and went viral. They amassed 762,000 followers and over 19 million likes on TikTok just by showcasing their work in quick clips. No fancy production, just a phone camera on the repair process, some catchy music or captions, and tags like #oddlysatisfying. Similarly, builders and remodelers have found their niche: from timelapse videos of a deck being built, to a plumber’s 15-second tip on how to prevent frozen pipes. These might not rack up millions of followers every time, but they do attract local customers and referrals. Viewers think, “Hey, this company clearly knows what it’s doing – and I learned something useful.” It’s like digital word-of-mouth, one quick video at a time.

• B2B and Professional Services: Even businesses that aren’t visual can succeed by focusing on insights and storytelling. Consider a small law firm doing a series of 1-minute “Legal Myth Busters” on common misconceptions (e.g., what “reasonable doubt” really means, or a quick tip on writing a will). By humanising themselves on camera and providing value, they build trust. Or a software company (B2B SaaS) might create short demo videos and client success story clips for LinkedIn and YouTube Shorts – this happened with a project management SaaS company, which saw a boost in qualified leads after posting quick tip videos and client testimonials in short-form. The lesson: if you have expertise or a story to tell, short video can amplify it, no matter the industry.

• Local Retail & Restaurants: Plenty of “mom and pop” shops have gone viral unexpectedly. A local restaurant might film the making of a signature dish in 30 seconds – viewers love food content, and it often leads to drool-worthy engagement. Actually, one local restaurant did exactly this: they posted behind-the-scenes kitchen clips and chef’s specials, and in return saw a significant increase in table bookings and overall buzz in the community. Likewise, a small-town bookstore could use TikTok to do 15-second staff book reviews under the #BookTok trend (which is huge for book sales), drawing in customers who didn’t even know the shop existed. Short videos give these traditional businesses a much wider reach than their physical location ever could.

These examples show that you don’t need to be selling trendy fashion or be a teenage influencer to win at short-form video. Ordinary businesses are making it work by playing to their strengths – whether that’s specialist knowledge, interesting processes, or just authentic personalities. The content doesn’t have to go mega-viral to be worthwhile; even a modest following of a few thousand local or interested viewers can translate to increased sales and client inquiries. And if something does go viral, well, that’s icing on the cake (one Vancouver plumbing company’s funny “call us maybe” clip got millions of views and indeed led to flooded phone lines – no pun intended!).

By now you might be warming up to the idea, but common hesitations could still be nagging at you. Let’s address a few:

• “I’m too old/not cool enough for TikTok”

Here’s some good news: TikTok’s not just for Gen Z, and you don’t need to use teen slang or do trending dances to gain an audience. In reality, more TikTok users are in their 30s than in their teens. And they’re looking for content that interests them, not just whatever’s viral with kids. If you’re knowledgeable about your field and speak in a down-to-earth way, you are cool enough. Authenticity and clarity are far more important than being on top of the latest meme. In fact, coming in as an industry veteran can be a strength – you offer experience and insight that stands out among the lip-syncs.

• “Our business is too serious for silly videos”

You’re right that a somber consulting firm probably shouldn’t post prank videos – and nobody is asking you to! Short-form video can be professional and still engaging. Think of it as sharing micro-presentations or mini commercials. You set the tone. If witty humour fits your brand, go for it; if you prefer a calm, expert tone, that works too. There are successful TikToks where lawyers just speak to the camera with captions, or doctors give health tips against a plain backdrop. Professional but conversational is actually a sweet spot – viewers feel like they’re getting real talk from an expert. And remember, you can be light-hearted without being unprofessional. A touch of wit (maybe a playful analogy or a relatable joke about common client questions) can humanize your brand without undermining credibility.

• “We don’t have the time or skills to make videos”

Totally fair. As a business owner, you’re already juggling enough without trying to moonlight as a TikTok creator. While it’s true that short-form videos don’t require Hollywood-level production — a decent smartphone and a quiet spot can go a long way — finding the time, headspace, and consistency to actually produce content? That’s where it gets tricky.

The good news? You don’t have to do it all yourself. If creating and managing content feels like one more thing on an already full plate, we can step in and do it for you — professionally, affordably, and with your brand’s voice front and centre.

Whether you’re just dipping a toe in with our Starter Spark package, ready to level up with Growth Igniter, or going all-in with the Brand Dominator strategy, we make it easy to show up online without burning out. From filming and editing to posting and engaging, we handle the moving parts so you can stay focused on your business.

And if you need more than social video — like a fresh website or reliable hosting — we’ve got you covered there too, with custom packages built around your goals. It’s everything you need to grow online, without the stress of going it alone.

Simple, effective, and priced for real businesses — not mega-corporations. Let us handle the content while you handle the customers.

In the end, the question “Do you need to be on TikTok?” boils down to where you want your business to be seen. Short-form video platforms have proven their worth beyond any fad or trend. They are mainstream channels for communication. People of all ages are scrolling these feeds, 81% of consumers say they want to see more short-form videos from brands, and your competitors (big and small) are leveraging them to win attention. As a “non-trendy” business, you actually have an advantage: you can stand out by bringing something different to the mix – authenticity, expertise, local flavour, a problem-solving mindset – rather than just chasing the next dance craze.

So yes, you do need to consider being on TikTok or at least creating short videos on a platform of your choice. It’s become as fundamental to marketing as having a website or a social media page. The beauty is that it doesn’t require a huge budget – just a willingness to step a bit outside the comfort zone and speak to your audience through a new medium.

And remember, you’re not on this journey alone. Just as you are an expert in your field, there are experts in digital marketing who can guide you through this process. For instance, our team offers services tailored for businesses at different stages of their online marketing journey – from the Starter Spark package (perfect if you’re just igniting your presence on social platforms) to Growth Igniter (when you’re ready to ramp up and start seeing serious engagement) and even Brand Dominator for a full-court press across the digital landscape. Whether you need a little push to get started or a comprehensive strategy including content creation, web design, and hosting, there’s help available. Sometimes having a partner to brainstorm content ideas, polish up your profiles, or integrate those short videos into your website can make all the difference.

In a professional yet personable tone – much like this guide – we’ll work with you to ensure your business shines on platforms like TikTok in a way that suits your brand. The goal isn’t to make you something you’re not; it’s to amplify what you are through the most engaging media of the day.

In conclusion, don’t let the term “trendy” mislead you. Short-form video is practical for business, not just a teenage fad. It’s a tool – one that can propel a local, traditional business into new growth by connecting with audiences in a fresh, relatable way. So go ahead, take the plunge (or at least dip a toe in). Your business’s story deserves to be told, even in 60 seconds or less. And who knows – you might even have a bit of fun in the process, once you see the positive impact. Here’s to embracing the new age of marketing, one short video at a time, and watching your not-so-trendy business thrive in the spotlight it truly deserves.