When it comes to the TikTok sphere as of 2023, you’d think the app would be long gone. Between investigations by the government for regulation purposes and attempts to ban the app from being used stateside, it seems like it’d be on shaky ground—but yet it’s one of the largest social media platforms around with over a billion active users and seemingly not going away any time soon. But is it worth it to market your business there? Does it even help small and medium businesses (SMBs) anymore? This article shall assess how things are with TikTok and the pros and cons of using the app to determine what 2023 looks like for the application.

TikTok Isn’t Going Anywhere, For Now
In the last few years, many governments around the world have put TikTok in the spotlight. The United States anticipated data breaches and national security concerns, warning citizens of a pending TikTok ban if the government’s concerns were not addressed. Yet in 2025, TikTok is still up and running, granting millions access to their curated, micro forms of everyday escapism. Someone in government or the judicial system must have found something redeeming about the platform to allow it to continue functioning—but who’s to say that in 2026 or 2027 the conditions won’t change?

For those individuals and brands looking to make a profit from monetization, however, the time is now. But is marketing on TikTok still a viable option? What can brands do to maximize their potential?
Is TikTok still a viable platform for acquiring new audiences for small and medium-sized businesses?

Absolutely! TikTok continues to be one of the top platforms for SMBs to acquire new audiences in a fun, organic way.

1. No paid engagement access—the TikTok algorithm pushes videos that get views and engagement—even if there’s no paid push behind it. SMBs can go viral on TikTok without spending thousands of dollars on in-feed ads.
2. Relatable content—TikTok users want to see real, relatable content. They prefer a rough-cut, unedited video to a polished, branded, expertly edited and produced video on Instagram. Therefore, it’s even easier for SMBs themselves to relate to their target audience.
3. Built-in e-commerce—With options like TikTok Shop, TikTok tags, shoppable live streams and more, SMBs can sell right in the app on their lives and gain instant access to revenue.
4. Credibility of Using Influencers—Micro influencers can endorse your brand. These less substantial creators boast genuine and interested niche audiences, allowing for even greater conversion rates.

Yet many brands have to budget for a formal TikTok marketing campaign because of uncertain integration with the app potentially going away. But this doesn’t make the app non-viable—especially as it’s on the rise and the demand is there. A following should always be cross-platform and diverse.
Reduced Competition and Elevated Engagement

During the TikTok ban scare, many advertisers and brands pivoted to Reels or Shorts; however, TikTok is here to stay. Therefore, brands that remained on the platform during the tumultuous time now have reduced competition and incredible engagement.

However, brands need to be aware of changes at all times. Whether it’s legislative changes, shifts in consumer wants or needs, or upstart apps willing to dethrone social media giants, change paves the way for effective social media marketing.
Yet, like any marketing avenue, there are advantages and disadvantages to TikTok as well. Here are them:

Advantages of Marketing on TikTok 2025

✅ Opportunity to Access a Global Audience—With billions of users worldwide, it’s never been easier to get your name out there and even go viral (yes, even as a small business!)

✅ Ability to Access an Organic Audience—Facebook and Instagram require you to have your own followers to gain access to anyone outside your reach. Bonus TikTok content is presented to millions on the FYP (For You page) without you lifting a finger.

✅ Less Expensive Advertising—TikTok Ads are often less expensive than Facebook and Instagram Ads, leveling the playing field for low budget companies.
Pros of TikTok Marketing in 2025

✅ Short Form Video is King—Content has always performed better with engagement when including video instead of images, and now with short form video there’s no arguing by 2025 that TikTok is the leader.

✅ E-Commerce—TikTok Shop is easily accessible; product tags, direct links, and live shopping make views easily transformed into sales for brands.

Cons of TikTok Marketing in 2025

❌ Algorithm is Unpredictable—While the TikTok algorithm is designed to push out new, smaller accounts to gain traction, information and analytics reports from 2025 show that there’s so much to the algorithm that some videos go viral while others fall flat.
Constant Content Creation. Businesses have to post to stay relevant on TikTok, which means they’re always having to generate new content. This can be difficult for small businesses with limited bandwidth and staff.

Ephemeral Video Content. You can get traffic with a YouTube video for years. With TikTok, unless it goes viral, it’s pushed away from the main feed in a couple of days—and now, new content is needed.

No Guarantee it Will Be There Later. TikTok is up and running today with all the checks and balances. But how do you know that one day, based on governmental restrictions, it won’t be accessible at all?
🔹 More AI Driven Recommendations — Owning an algorithmic operating system advances the AI assessments for recommended content to better customize what users view, which means more ad impressions and natural growth.

🔹 More Shopping Options In-App — More shopping and other integrated features allow users to purchase easier in-app.

🔹 More Ways to Monetize for Creators — More ways to monetize for brand deals and sponsorships will be pushed as TikTok tries to keep its leading creators, similarly to how the YouTube Partner Program works.

🔹 More Compliance Adjustments — Expect more safety and transparency features as compliance with global standards is put into place to ensure access in up-and-coming regions.
Should Your Business Use TikTok as a Marketing Channel in 2025?

Yes. If your audience is on TikTok, it needs to be an option. There are very few avenues of marketing and promotion at this time that can yield such conversion rates for awareness, engagement, and even conversion to purchases in such a short period of time. It’s powerful.

That being said, however, it’s important to diversify. Yes, TikTok should and can be one avenue to reach your audience, but relying on a bunch of other avenues—Instagram Reels, YouTube Shorts, general online marketing efforts everywhere—will create the most effective campaign and for the longest period of time.
#1. TikTok. This will be the best social media marketing platform in 2025. If your SMB has the time, resources, and personnel to foster a short-form video following, then TikTok has huge opportunities for SMBs. In 2024, SMBs went into a panic when they thought the app would be shut down; in 2025 it will assure users that it is sticking around.

Thus, SMBs looking to grow their market and communicate and engage with customers will have booming opportunities on the platform in 2025. Just be sure you can navigate the creative waters and expect changes to digital marketing at every turn!

🚀 So what are you waiting for? Get your SMB’s feet wet in creation now!