When I first suggested TikTok to a bakery owner in Watchet about eight months ago, she looked at me like I'd lost the plot. "That's for kids doing silly dances," she said. Fast forward to today, and her behind-the-scenes baking videos regularly pull in thousands of views — mostly from people within a 20-mile radius who now queue outside her shop every Saturday morning.

TikTok isn't what most business owners think it is. Yes, it started with dancing teenagers, but the platform has evolved into something far more useful for local businesses. And here's the thing: your competitors probably aren't using it yet, which gives you a massive advantage.

Why TikTok Works Brilliantly for Local Businesses

The algorithm is different from Facebook or Instagram. TikTok actively pushes content to users based on location, even if they don't follow you. When someone in Taunton opens TikTok, they're likely to see content from Taunton businesses — if those businesses are creating it.

67%

of TikTok users in the UK are over 25, with the fastest-growing segment being 35-44 year olds

I've watched this play out with several clients. A fish and chip shop in Minehead started posting simple videos of their daily specials being prepared. Nothing fancy — just a smartphone propped up on the counter. Within three months, they'd built a following of 2,000 locals, and Friday night takings were up 40%.

The beauty of TikTok? People actually want to watch businesses being businesses. They're fascinated by how things work, what goes on behind the scenes, and the personalities behind local companies.

Getting Started Without Looking Like an Amateur

First things first: you don't need professional equipment. Your smartphone is perfectly fine. In fact, overly polished content often performs worse than authentic, slightly rough-around-the-edges videos.

Set up a business account (it's free) and fill out your profile completely. Include your location prominently — "Taunton's favourite coffee spot" or "Bridgwater florist since 1995". Use your logo as your profile picture, not a personal photo.

Essential Settings for Local Reach

The location services bit is crucial. Every video you post should be tagged with your town or area. This helps TikTok understand who to show your content to.

Content Ideas That Actually Work for Somerset Businesses

Forget dancing. Unless you run a dance studio in Williton, you won't need to learn any TikTok choreography. Here's what does work:

Behind-the-Scenes Content

Show people how you make things, fix things, or deliver your service. A plumber I work with in Taunton films quick tips for preventing frozen pipes, unblocking sinks, and spotting leaks early. His follower count? Over 5,000 local homeowners who now call him first when they need help.

Local Knowledge and Tips

Share insider knowledge about your area. A B&B owner near Dunster posts videos about hidden walking trails, the best times to visit local attractions, and where to find parking during busy periods. She's become the go-to source for tourism tips, and her bookings reflect that.

Staff Personalities

Let your team shine. A café in Watchet features different staff members each week, talking about their favourite menu items or demonstrating latte art. Customers now come in asking for specific baristas by name.

Quick Win: Start with "A Day in the Life" content. Film short clips throughout your workday and stitch them together with TikTok's built-in editor. These consistently perform well for local businesses.

The Technical Bits That Make a Difference

TikTok rewards consistency. Posting three times a week beats posting ten times one week then nothing for a month. Pick a schedule you can maintain.

Videos between 15-30 seconds perform best for local businesses. You're not making a documentary — you're giving people a quick, interesting glimpse into your business.

Use trending audio when it makes sense, but don't force it. A garage in Bridgwater went viral (locally viral, which is what matters) by using a trending comedy sound while showing a particularly bizarre car repair. The video got 50,000 views, mostly from Somerset and North Devon.

Hashtags That Drive Local Traffic

Your hashtag strategy needs three elements:

I typically recommend using 5-8 hashtags per post. Any more looks spammy, any less and you're missing opportunities.

Converting Views into Customers

Views are vanity metrics if they don't translate to business. Here's how to turn watchers into customers:

Always include a soft call-to-action. Not "BUY NOW!" but something like "Pop in this weekend for our special offer" or "Book through the link in our bio for 10% off".

Respond to every comment, especially in the first hour after posting. TikTok's algorithm notices engagement and pushes your content to more local users when it sees active conversations.

GDPR Note: If you film customers or staff, get written consent first. A simple form stating they agree to appear in marketing materials covers you legally.

Create TikTok-exclusive offers. A hardware shop in Wellington posts weekly "TikTok Tuesday" deals. Customers show the video at the till for 15% off. It's trackable, drives foot traffic, and encourages sharing.

Measuring Success and Adjusting Your Approach

TikTok provides decent analytics for business accounts. Pay attention to:

A garden centre client in Bridgwater discovered their audience was most active at 6am and 7pm — presumably gardeners checking their phones with morning coffee and after dinner. They adjusted their posting schedule and saw engagement triple.

Don't get discouraged if your first videos flop. My most successful client, a pet shop in Taunton, had their first 20 videos get fewer than 100 views each. Video 21? Their rescue guinea pigs eating breakfast. 85,000 views and a queue around the block for guinea pig adoptions.

Making TikTok Part of Your Marketing Mix

TikTok shouldn't replace your website or Google My Business presence — it should complement them. Cross-promote your TikTok content on Facebook and Instagram. Embed popular TikToks on your website (great for SEO, by the way).

The businesses I see succeeding on TikTok share three traits: they're authentic, they're consistent, and they genuinely engage with their community. You don't need to become a content creator or social media influencer. You just need to show people what makes your business special.

Start this week. Film something simple — your morning setup routine, a product arriving, or a happy customer testimonial. Post it with local hashtags and see what happens. The barrier to entry is lower than you think, and the potential rewards for a Somerset small business are significant.

Remember that bakery in Watchet I mentioned? She now employs two extra staff to handle weekend demand. All from "silly dancing videos" that turned out to be not so silly after all.

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About the Author: Marcus Knapman has been designing websites since the mid-1980s. Based in Williton, Somerset, he runs Exmoorweb — helping small businesses across Minehead, Watchet, Taunton, Bridgwater, and the wider South West build their online presence. With a BSc (Hons) and over 40 years of hands-on experience, he combines technical expertise with practical business sense.