Introduction
If you think TikTok is just for teenagers doing dance challenges, you’re missing out on one of the most powerful marketing tools available to local businesses right now. In 2025, TikTok has over 11 million active users in Australia, with a rapidly growing demographic of users aged 25-54 actively searching for local businesses, services, and recommendations.
For Western Sydney businesses—from cafes in Parramatta to tradies in Blacktown—TikTok offers something that traditional advertising simply cannot: the ability to show the personality behind your business and connect with potential customers in an authentic, engaging way.
This guide walks you through practical TikTok marketing strategies specifically designed for local businesses in Western Sydney.
Why TikTok Works for Local Businesses
The Algorithm Advantage
Unlike Instagram or Facebook where your reach depends heavily on follower count, TikTok’s algorithm prioritises content quality and engagement. This means a small business with 50 followers can have a video reach 50,000 people if the content resonates.
For local businesses, this levels the playing field. You don’t need a massive marketing budget or years of audience building. You need content that connects with your local community.
Local Discovery Features
TikTok has significantly expanded its local search functionality this year. Users now regularly search for phrases like “best coffee Parramatta” or “plumber near me Western Sydney” directly in the app. When your content appears in these searches, you’re reaching people actively looking for businesses like yours.
The platform’s location-based features also help surface your content to users in your service area, making it easier for Hills District residents to discover your Castle Hill cafe or for Blacktown locals to find your automotive repair shop.
Authentic Connection
Western Sydney has a strong sense of community, and TikTok rewards the kind of authentic, unpolished content that showcases real people and real stories. Unlike Instagram’s curated aesthetic, TikTok audiences respond to genuine behind-the-scenes glimpses, honest product demonstrations, and the personalities that make local businesses special.
Setting Up Your TikTok Business Account
Create a Business Account
Start by downloading TikTok and switching to a Business Account through Settings. This gives you access to analytics, advertising tools, and the ability to add your website and contact information to your profile.
For your profile:
- Use your business name as your username (e.g., @smithsplumbingblacktown)
- Add a clear profile photo—your logo or a friendly team photo works well
- Write a bio that includes your location and what you do
- Add your website and enable the contact button
Optimise for Local Search
Include your suburb or region in your profile name or bio. “Smith’s Plumbing | Blacktown & Western Sydney” helps users find you when searching for local services.
Use location tags on every video, and include suburb names in your captions and hashtags. This signals to TikTok’s algorithm that your content is relevant to users in those areas.
Content Ideas That Work for Local Businesses
Behind-the-Scenes Content
Show what happens before the doors open or after they close. A cafe owner in Parramatta might film the morning coffee prep routine. A mechanic in Penrith could show the process of diagnosing a problem. This content humanises your business and builds trust.
Example content ideas:
- A day in the life at your business
- How products are made or services delivered
- Team introductions and personalities
- Setting up for a busy day
Educational Content
Position yourself as the local expert by sharing helpful tips related to your industry. This builds credibility and keeps your business top-of-mind when viewers need your services.
For tradies:
- Quick maintenance tips homeowners can do themselves
- Signs that indicate you need professional help
- Explaining common problems and solutions
For retail and hospitality:
- How to use or style your products
- Behind-the-scenes of menu creation
- Local area guides and recommendations
Local Community Content
Tap into Western Sydney pride by creating content that celebrates your local area. Film at recognisable locations, participate in local trends, and show your involvement in community events.
Ideas include:
- Featuring local landmarks in your videos
- Highlighting other local businesses you love
- Covering local events and festivals
- Responding to local news or community discussions
Customer Stories and Transformations
With permission, showcase your work through before-and-after content or customer testimonials. A landscaper showing a backyard transformation or a hairdresser revealing a colour change tells a compelling story in seconds.
Practical Filming Tips
Equipment
You don’t need expensive equipment. Your smartphone is sufficient for TikTok content. The platform’s aesthetic actually favours authentic-looking content over highly polished productions.
Basic setup:
- Clean your phone lens before filming
- Use natural lighting when possible (film near windows or outdoors)
- Hold your phone vertically for the full TikTok format
- Invest in a basic phone tripod for stable shots
Sound and Music
TikTok is a sound-first platform. Using trending sounds and music significantly increases your chance of being discovered. The app makes this easy—when you see a video with audio you like, tap the sound icon to use it in your own content.
For videos where you’re talking, ensure your environment is quiet enough for clear audio. Many successful local business accounts use a mix of trending sounds for entertainment content and clear voice-over for educational content.
Posting Consistency
Consistency matters more than frequency. If you can only create two videos per week, post those two videos at regular times. TikTok’s algorithm favours consistent creators.
Recommended posting schedule for local businesses:
- Minimum: 3 videos per week
- Optimal: 1-2 videos per day
- Best times for Australian audiences: 7-9am, 12-2pm, 7-9pm
Hashtag Strategy for Local Reach
Location Hashtags
Always include location-based hashtags to help local users find you:
- #WesternSydney
- #Parramatta
- #Blacktown
- #HillsDistrict
- #CastleHill
- #Penrith
- Your specific suburb hashtag
Industry Hashtags
Combine location tags with industry-relevant hashtags:
- #SydneyTradie
- #SydneyCafe
- #SydneySmallBusiness
- #AustralianSmallBusiness
Trending Hashtags
Participate in broader trends when relevant to extend your reach beyond local audiences. Check TikTok’s Discover page to see current trending hashtags and sounds.
Engaging With Your Local Community
Respond to Comments
TikTok prioritises videos with high engagement. Responding to comments not only builds community but also signals to the algorithm that your content is creating conversation.
Reply to questions, thank people for compliments, and engage genuinely. When someone asks about your services or location, that’s a potential customer showing interest.
Collaborate With Other Local Businesses
Partner with complementary local businesses for cross-promotion. A Parramatta cafe might collaborate with a nearby bookshop. A Hills District wedding photographer could partner with local florists and venues.
These collaborations introduce your business to new local audiences and strengthen community connections.
Use Duets and Stitches
TikTok’s duet and stitch features let you respond to or add to other users’ content. Use these to engage with local content creators, respond to local discussions, or add your expertise to relevant conversations.
Measuring Success
TikTok Analytics
Your business account provides analytics showing:
- Video views and watch time
- Follower growth
- Audience demographics
- Traffic sources
- Best performing content
Review these weekly to understand what content resonates with your audience.
Tracking Real-World Results
The ultimate measure is whether TikTok drives real business results. Ask new customers how they found you, and specifically whether they’ve seen you on TikTok.
Create TikTok-specific offers or codes to track conversions. “Mention this TikTok for 10% off” helps you measure direct impact.
Common Mistakes to Avoid
Being Too Salesy
TikTok users scroll past obvious advertisements. Focus on entertainment and education first, with subtle calls to action. Build trust and familiarity before pushing for sales.
Ignoring Trends
While you shouldn’t force irrelevant trends, participating in appropriate trending sounds and formats significantly increases discoverability. Check trends regularly and consider how they might apply to your business.
Inconsistent Posting
Disappearing for weeks then posting five videos in one day doesn’t work. The algorithm rewards consistency. Plan your content in batches and schedule regular posting times.
Overthinking Production
Perfect is the enemy of done on TikTok. An authentic, slightly imperfect video that gets posted will always outperform the perfect video that never gets made. Start creating and improve as you learn.
Getting Started This Week
You don’t need to master TikTok overnight. Start with these steps:
Day 1-2: Set up your business account and optimise your profile with location information.
Day 3-4: Watch successful local business accounts for inspiration. Note what content performs well.
Day 5: Film your first video—a simple introduction to your business or a quick behind-the-scenes clip.
Week 2 onwards: Aim for 3-5 videos per week, experimenting with different content types to see what resonates.
Conclusion
TikTok represents a genuine opportunity for Western Sydney businesses to reach new customers without significant advertising spend. The platform rewards authenticity, consistency, and community connection—qualities that local businesses naturally possess.
The businesses that start building their TikTok presence now will have a significant advantage as the platform continues to grow. You don’t need to be a video expert or have a large following to succeed. You need to show up consistently and share the genuine story of your business.
Your local community is already on TikTok, searching for businesses like yours. The question is whether they’ll find you there.
Need help developing a social media strategy for your Western Sydney business? Cosmos Web Technologies helps local businesses build effective digital marketing that drives real results. Contact us for a free consultation.
For a strategic view on how your web presence fits into a broader digital growth plan, read Ash Ganda’s insights on digital strategy.
Cosmos Web Tech is the web development division of Ganda Tech Services, specialising in website design, SEO, and e-commerce for Australian businesses.