Small businesses like florists, bakers, or hairdressers can achieve a large reach on the entertainment platform TikTok with their self-produced videos, thus finding new customers and potential employees. You don't have to be a media professional to create your own content. "Just pick up your smartphone and see what people like!" recommends Thomas Wlazik, General Manager of Global Business Solutions at TikTok for Germany, Austria, Switzerland, and Israel. (Photo: © TikTok)
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In Germany, more than 22 million people use the entertainment platform TikTok every month. Among them are likely potential trainees and customers for skilled trades businesses.
Sinks are fascinating! Don't believe it? 770.000 people on TikTok prove it. "The US-based content creator @sinkreviews goes to the restroom when he visits restaurants and makes a 30-second video about what he particularly likes about the sinks," says Thomas Wlazik , General Manager for Global Business Solutions at TikTok DACH (Germany, Austria, and Switzerland) & Israel . Admittedly, a very specific niche. But it shows how broad the spectrum is of what captivates people and what they talk about.
This also presents opportunities for tradespeople . "71 percent of our users would consider applying to a company they discovered on TikTok," Wlazik says, citing the results of a survey . Besides recruiting apprentices and skilled workers , new customers can also be gained. "With us, you can achieve an incredible amount in your local area with a small, open, and honest presence."
TikTok is a video platform whose clips are also called "TikToks." Users typically create the content themselves. While knowledge of video shooting and editing is helpful, it's not required to be a successful content creator —the platform offers user-friendly tools directly within the app. More important than technical skills are creativity , authenticity , and a feel for trends that can be adapted for personal use. "Just pick up your smartphone and try out what people like!" advises Thomas Wlazik to beginners on the platform.
Before tradespeople take their first steps on TikTok, they should ask themselves a few questions : Who are we? What do we do? What makes us unique? What kind of content do we want to share? Many users are interested in a behind-the-scenes look . They want to see the people they might be working with in a company and what a typical workday is like.
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According to TikTok, around 22,8 million people in Germany use the platform each month . They are active for an average of 90 minutes per day . The platform has shed its image of offering only "dance videos for teens." "Our audience is extremely diverse. On TikTok, we now bring all age groups together," says Thomas Wlazik. However, the company does not provide information on the exact distribution of users. In Europe , TikTok is registered and regulated in the UK and Ireland , according to the company . TikTok is not available in China. The parent company, ByteDance Ltd., is based outside of China and is a privately held, globally operating company, approximately 58 percent owned by global institutional investors, about 21 percent owned by employees, and 21 percent owned by the company's founders.
This can work in a variety of ways. "There's no right or wrong on TikTok ," Thomas Wlazik tries to reassure beginners. He describes the platform as a huge, global market research project . You simply have to test what works best, listen to the community, learn from it, and test again. The " Academy " can be used as an introduction to the world of TikTok . The company offers free training courses there.
Anyone lacking ideas for a TikTok video should first look for inspiration on the platform itself . Using the entertainment platform's search function, you can find thematically relevant posts. Search terms can be quite general (e.g., "crafts" or "apprenticeship"). However, you're also likely to find results by searching for a specific trade or particular craft techniques. TikTok is also apparently in demand as a source of advice. "Some users, for example, want to know what to do about a squeaky door or a stuck nut." Wlazik cites the accounts of the Erfurt Chamber of Skilled Crafts , the Riedesser construction company , and influencers Sandra Hunke (plumbing and heating technician) and Isabelle Vivianne (carpenter) as prime examples of successful TikTok videos from the skilled trades .
Influencers in the trades: In our special feature "Influencers want to inspire interest in the trades" from handwerksblatt.de, we introduce various tradespeople who showcase themselves and their businesses on social media.
Trends play a major role on TikTok. Popular posts quickly go " viral "—meaning they spread rapidly among many users on the platform. Tradespeople can capitalize on this. "There was a trend once where people clapped or tapped to a certain rhythm. That could certainly be imitated with a drill or a hammer," says Thomas Wlazik. Major events like the Olympic and Paralympic Games also offer a good opportunity to achieve a wide reach. "Perhaps one or two of the disciplines could even be adapted for the construction site."
Social Media Usage: The public broadcasters ARD and ZDF conducted an online study to examine social media usage in Germany. Across all age groups, TikTok ranked third in 2023, behind Instagram and Facebook. TikTok is particularly popular among 14- to 29-year-olds , 41 percent of whom visit the platform at least once a week. 30 percent even use TikTok daily.
Videos should be recorded vertically . They can be edited in the app and enhanced with music, effects, or stickers . The length can vary considerably. "Ten seconds to two minutes is common," explains Thomas Wlazik. However, a video can also be up to ten minutes long. It depends on what the content creator wants to convey. "Shorter videos often aim for entertainment. Longer videos allow time to provide more in-depth information, for example, demonstrating a work technique. A strong opening is crucial in both cases ."
The algorithm initially remains neutral on both formats. What matters to it is how the community reacts . " A five - minute video can achieve greater reach than a ten-second one because longer formats often hold attention more effectively." The more viewers stay tuned until the end, the more frequently the video will be shown to other TikTok users with similar interests – regardless of whether they already follow the creator or not. "An account with few followers can still reach a large audience on TikTok with a single video," he points out, referring to the Riedesser construction company's presence.
This is what distinguishes TikTok from the social media channels of the Meta family. " Social networks and platforms like Instagram are based on the so-called social graph . This means: I follow someone, so I see something from them," explains Thomas Wlazik. On TikTok , the focus is less on the follower and more on the content (content graph) . Here, the motto is: "I've consumed something that other users with similar interests like, so I'll be shown more of it."
One challenge for content creators: Users want to be entertained every single day . "The more content you produce, the better the algorithm learns to deliver it to the right target audience," explains Thomas Wlazik, referring to the technical aspects. "However, this doesn't mean you absolutely have to post a minimum number of videos every day and week ."
Roofers, for example, could use one day a week on the construction site to produce several short videos . "In one, you show how the sun rises over the city early in the morning, in another you show how quickly a roof is covered, or what saying the journeyman came out with during his lunch break."
A key currency on the platform is interaction with a post. Users can like, comment on, save, or share a video with their friends on TikTok, as well as on other platforms like Instagram, Snapchat, or Pinterest . "All these factors help TikTok achieve the widest possible reach ." Furthermore, it's important to actively respond to questions and suggestions from your community . Interacting with comments creates a sense of approachability, which in turn contributes to the authenticity of an account.
Success on TikTok can come with just one video . But you shouldn't rely on that. Besides creativity, patience is key to understanding how the entertainment platform works and building a long-term reputation – whether as a cool training company, a competent advisor, or with innovative products and services. Content creators should also maintain a certain lightheartedness . "Those who take themselves too seriously become tense. The TikTok community doesn't want to communicate with a perfect brand, but with authentic people whose lives aren't immune to mishaps," asserts Thomas Wlazik.
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