TikTok pitfalls threaten Greek small businesses’ sales growth

TikTok is now a key channel for Greek small businesses, from neighborhood bakeries to luxury hotels, to boost turnover. Experts warn that misusing the platform can backfire. The most common errors include treating TikTok like Instagram, ignoring the platform’s emphasis on spontaneous, behind‑the‑scenes content, and neglecting Stories that convey day‑to‑day activity. Businesses also often post without testing optimal times, rely on generic hashtags such as #trending, chase views without responding to comments, and fail to capture attention in the first few seconds of a video. Early abandonment of the channel after a few low‑performing posts further reduces reach. Successful strategies involve experimenting with posting windows, using sector‑specific hashtags, engaging with comments, and maintaining a consistent posting schedule.