Do I Really Have to Dance? How to Succeed on Social Media Without TikTok (AND Without Making a Dick of Yourself)

Social media advice often feels like it’s written for 20-somethings with endless free time and a ring light. But what if dancing on TikTok—or even showing up there at all—isn’t your vibe?

The truth is: no, you do not have to dance or lip-sync to succeed on social media. There’s a way to grow your brand without feeling like a performing monkey. It starts with playing to your strengths. And despite having 1.6b users and a propensity for throwing up vial videos that make news headlines, TikTok is by no means the largest platform. In fact, Instagram, Facebook, YouTube, LinkedIn, or even Pinterest may even serve you better.

So what platform should I push?

Instagram remains a top choice for visual storytelling, especially for lifestyle, travel, fashion, food, and photography-related content. Facebook still has one of the largest active user bases, especially for engaging local communities, running events, and maintaining deeper connections with followers. YouTube is ideal for longer-form videos and building a loyal subscriber base. LinkedIn is the go-to for professional and industry-specific content, perfect for thought leadership and networking.

TikTok is most popular with younger users—about 60% of its global user base is between the ages of 16 and 24, with the majority of active users under 30. This means that if your target demographic is older—say 35 and up—TikTok may not be the most effective place to invest your time and energy.

Success on social media isn’t about being everywhere—it’s about being strategic and consistent where your audience is. By focusing on a platform that aligns with your content style and audience demographics, you can build a strong, engaged following without needing to be on every new app that comes along. Ultimately, the key is creating valuable, authentic content and showing up regularly in the right places—not just the trendiest ones.

Natter Tips for Life without TikTok:

Here’s how to win without ever opening the app:

1. Double down on Instagram (or your platform of choice): Focus on carousels, Reels, and Stories that tell a story, teach something, or show behind the scenes.

2. Leverage photography and short-form video: Thoughtfully created, genuine visuals can outperform trends.

3. Use strong, authentic captions: Write like a human talking to another human. That connection builds trust.

4. Repurpose your content: One blog post can become 5 posts, 2 reels, and 3 stories. You don’t need to constantly create from scratch. In fact our advice is to plan for 1 blog on your website each month on a strategic topic and then intentionally extract your social media content fro that to create consistent messaging and give structure both in your own head and for educating your audience.
   

But if you do want to use TikTok:

If you’re open to using TikTok—but don’t want to feel ridiculous—there’s a way to do that too.

1. Teach, don’t perform: Show a process, give tips, or talk to the camera. Think “mentor,” not “entertainer.”

2. Use voiceovers or trending audio in subtle ways: You can stay relevant without being silly

3. Be your real self: People are bored of polished; they want relatable, niche, imperfect, and honest.

4. Batch content in advance: You don’t need to be on all day. Film once a week, post when it suits you
   

Still unsure…or just too busy? Hand it over to us.

Running social media is what we do. Eva does the creative thinking…then plans images/photography/video and writes the captions to match. Natasha does the technical execution including creating targeted audiences to get your business in front of the right people.