How often should I post? A sustainable rhythm of two to three videos a week beats a burst of daily posts you cannot maintain. Do I need expensive equipment? No; a recent phone, good daylight, and clear audio are enough to start. How long until I see results? Most small businesses need a few months of consistent posting before content reliably drives profile visits and enquiries, so judge progress over weeks, not days. Do I have to appear on camera? It helps build trust, but you can also show your work, your premises, or use text and voiceover if you prefer. Should I chase trends? Trends can boost reach, but your expertise is what converts viewers, so use trends to get attention and your knowledge to earn enquiries. What should I measure? Look at saves, shares, profile visits, and messages rather than view count alone, because those signals show genuine interest. Is TikTok suitable for a purely local business? Yes; signalling your location and making local content helps you reach nearby customers.