SME growth strategies in Germany: TikTok marketing and BAFA consulting subsidies

Small and medium-sized enterprises (SMEs) in Germany are exploring diverse avenues for growth, ranging from organic social media engagement to government-subsidized strategic consulting.

TikTok is emerging as a viable platform for small brands, art galleries, and creative projects to build visibility without large advertising budgets. Success on the platform relies on authenticity, regular content testing, and being relatable rather than striving for high-end production. Small entities can leverage their proximity to customers by sharing behind-the-scenes insights and direct problem-solving content.

Regarding strategic development, the BAFA consulting subsidy program offers support for SMEs addressing economic, financial, and organizational management questions. While pure marketing implementation is generally not eligible, strategic marketing consulting—such as target group analysis and market positioning—may qualify if treated as a core business management task. Applications for this program can be submitted until December 31, 2026.