Niching, Micro-Influencers, and TikTok can grow your business… even if you’re not Gen Z!
Some of today’s most effective business strategies come straight from Gen Z playbooks, but they’re not just for the young.
These three trends are helping all sorts of businesses connect with customers in smarter, more authentic ways.
1. Find your niche
If you’re trying to appeal to everyone but getting lost in the crowd, it might be time to narrow your focus with a strategy known as niching.
Think bookkeeping services tailored to freelance creatives who hate spreadsheets. Or a job scheduling app that helps tradies manage tools and timelines with ease.
By offering something more specific, you might have a smaller pool of people, but it’ll be easier for them to find you and recognise your value straight away. Plus, niche businesses benefit from lower ad spend, stronger branding, and more loyal customers.
2. Work with micro-influencers
You don’t need a Kardashian, you just need someone your audience trusts.
Micro-influencers (typically with 10k–100k followers) have strong engagement and dedicated communities. A local foodie, fitness coach or real estate agent. They’re relatable, cost-effective and their endorsements feel real because they are.
Start by searching Instagram or TikTok using hashtags related to your niche, or ask your customers who they follow. Many micro-influencers are open to partnerships: just reach out with a clear idea of your product, values, and what you’re offering.
3. It’s TikTok o’clock
No, it’s not a real clock (and no, you don’t have to dance!).
TikTok has become a discovery engine for small brands. The app’s algorithm favours authenticity over polish, so you don’t have to hire a social media manager to post daily: even one well-made post can take off. Use it to show behind-the-scenes moments, answer FAQs, or share real customer stories.
Dipping your toes into modern marketing?
If this all sounds like a different language, you’re not alone.
Ask your kids or grandkids for a few pointers. Sign up to social media and follow small businesses you admire. Attend a digital marketing course to help break it all down. Or better yet, have a chat with someone younger in your network; they might be the shortcut you need into this new world of marketing.
