Find Your Niche, Build Your Tribe, and Harness TikTok — No Dance Moves Required

Some of today’s most effective growth strategies come straight from the Gen Z playbook — but you don’t have to be under 25 to use them. In fact, these trends are helping businesses of all ages and sizes connect with customers in smarter, more authentic ways.

1. Focus on Your Niche

When you try to appeal to everyone, you risk getting lost in the noise. Niching means narrowing your focus so you stand out — and your ideal customers can find you more easily.

Example: A bookkeeper who works exclusively with creative freelancers who hate spreadsheets. Or a job-scheduling app designed specifically for tradies to manage tools and timelines.

Why it works:

• Easier for customers to instantly see your value

• Lower marketing spend thanks to targeted campaigns

• Stronger brand recognition and loyalty

  
  

Propel Step: Write down the top three customer types you serve best — this could be the start of your niche.

2. Partner with Micro-Influencers

Forget celebrity endorsements — micro-influencers (10k–100k followers) can be your best allies. Their smaller, highly engaged audiences often trust them more than big-name personalities.

Think: Local foodies, fitness coaches, real estate agents — people your audience already follows and believes in.

Why it works:

• Authentic endorsements feel real (because they are)

• Often more affordable than large influencers

• Highly targeted reach

  
  

Propel Step: Search Instagram or TikTok using hashtags that fit your niche, or ask your customers who they follow. Make a short list and reach out with a clear proposal.

3. Make TikTok Your New Discovery Tool

TikTok isn’t just for dancing — it’s become a powerful way for small brands to get noticed. The algorithm rewards authenticity over polish, meaning you can make an impact without expensive production or daily posts.

Ideas for content:

• Behind the scenes of your business

• Quick answers to FAQs

• Real customer stories

  
  

Propel Step: Post one short, genuine video this week. Keep it simple and real — it’s often the unpolished moments that connect most.

Propel Takeaway:

• You don’t have to chase every new trend to grow. By narrowing your focus, building authentic partnerships, and showing up where your audience spends time, you can create lasting connections — and real business results — no matter your generation.