If you own a local business in Palm Beach County and you only have time for one app, start with Instagram. More of your customers are already on it, and it's where people go to check you out before they visit. Then add TikTok once you can film short, fun videos every week, because the same videos usually work on both. Here's how we think about it.
Who's actually on each app
Let's start with real numbers, not vibes. Pew Research Center's "Americans' Social Media Use 2025" report found that half of U.S. adults use Instagram, up from 40% in 2021. TikTok is at 37%, up from 21% in 2021. So both are growing, but Instagram still reaches more people.
Age matters a lot. Per Pew, eight in ten adults ages 18 to 29 use Instagram, compared with 19% of adults 65 and older. The youngest adults also stand out on TikTok. And YouTube and Facebook are the only platforms Pew asked about that a majority of every age group uses.
Palm Beach County is a mix of all of it. Young professionals in downtown West Palm, families in Wellington and Jupiter, and snowbirds who come down for season. So the right answer depends on who walks through YOUR door, not on what's trending.
Why Instagram should be your home base
For most local businesses, Instagram is your second storefront. Before someone books a table, a facial or a class, they're scrolling your grid to see if you look legit. That's why we treat it as home base.
It does a little of everything. Reels for reach, carousels for menus and tips, Stories for daily stuff. (We broke down the mix in our Reels vs carousels guide.)
Your profile works hard. Bio, link, Highlights and pinned posts answer the basic questions: what you do, where you are, and how to book.
Local partnerships are easy. Collab posts with neighboring businesses and local creators put you in front of their followers too. More on that in our UGC guide.
When TikTok is worth it
TikTok can be a great second app, as long as you go in with a plan. It's a good fit when:
Your customers skew younger. Think coffee shops, fitness studios, boutiques, bars and anything near a college crowd.
Your business is fun to watch. Food being made, a before and after, a team with personality. If people stop and stare in person, they'll probably stop scrolling too.
Someone is comfortable on camera. The owner, a bartender, a stylist. TikTok rewards real people more than polished ads.
You can stay consistent. A TikTok account with three videos from last spring does more harm than good. If you can't keep it up, wait.
When is it a pass for now? If your best customers are mostly older and you're stretched thin, keeping Instagram and your Facebook page fresh is probably the better use of your time.
One shoot, both apps
Here's the good news. You don't need two content plans. You need one good shoot and a little editing.
Film vertical. Shoot everything 9:16 so it fits both apps full screen.
Nail the first second. Open on the best moment, not your logo. The sizzle, the pour, the reveal.
Upload clean files to each app. We post the original video to each platform instead of reposting a downloaded copy with the other app's watermark on it.
Tweak the caption. TikTok can be more casual with text on screen. On Instagram, add your location tag and a clear next step, like "reserve through the link in our bio."
Watch your music. Business accounts don't always get the same songs as personal accounts. Stick with the app's commercial sounds or use original audio.
A simple weekly plan for a local business
If you're starting from zero, this is a realistic rhythm for a café, salon or shop:
2 to 3 short videos a week, posted to Instagram Reels and TikTok
1 to 2 Instagram carousels or photo posts (menus, before and afters, tips)
Instagram Stories most days (behind the scenes, specials, reshared customer posts)
Want to go deeper on volume? Check out our post on how often a local business should post on Instagram. The short version: consistent beats constant.
FAQ
Should my small business be on TikTok or Instagram?
Start with Instagram. It reaches more U.S. adults and works as your online storefront. Add TikTok when you can post short videos every week and your customers skew younger.
Can I post the same video on TikTok and Instagram?
Yes. Shoot vertical, upload the clean original to each app (no watermarks), and adjust the caption and hashtags for each one.
Is TikTok only for young people?
No, but it skews younger. Pew found 37% of U.S. adults use TikTok, and adults under 30 are the most likely to use it.
Do I still need a Facebook page?
For most local businesses, yes. Pew found Facebook and YouTube are the only platforms used by a majority of every age group, so keep your Facebook page updated with hours, photos and events.
Not sure where your time is best spent?
We're So Chill Media, a social media marketing and content production team based in West Palm Beach. We shoot short-form video for local businesses around Palm Beach County and turn one shoot into content for every app you're on. If you want an honest take on where your business should be posting, reach out and let's talk.