If you run a shop or a service in Thessaloniki, you have probably asked yourself whether to focus on TikTok or Instagram. It can feel like you have to pick one platform and ignore the other.
At Cultivate, a team of four in Kordelio, we do not see it as an either-or choice. Both apps use vertical video. When you film one good video, you can post it on both without doing double the work.
For most local businesses, the real question is not where to post your videos. It is where to put your energy and your ad budget first.
One shoot for both platforms
Our founder and creative director, Antonis, visits your premises to film and edit vertical videos. Because TikTok and Instagram Reels use the same vertical 9:16 format, the footage from one monthly shoot works on both apps.
You do not need two video teams or two filming days. We capture the real moments of your business once, and the clips can go on Instagram and TikTok.
Why Instagram is often the first step
Many local businesses already have an Instagram page and a Facebook page. It is often where customers already send messages or ask about bookings.
For paid ads, Instagram and Facebook run together through Meta Ads Manager. Costas uses it to target by area, so your ads show up for people in the parts of the city you want to reach.
- Management cost: our Facebook and Instagram ads management is €90 a month for an ad budget up to €500, and €130 a month for €500 to €1,500.
- Monthly packages: every monthly package already includes Meta Ads: Launch €290, Grow €510, Scale €700 and Thrive €850, all excluding 24% VAT.
Because Meta budgets are flexible and the area targeting is clear, Instagram is usually the sensible place for your first ad spend.
When to add TikTok
TikTok is a good fit when your business has lively moments to show. It helps cafés, bars, restaurants, gyms, salons and barbers reach the younger audience of the city.
Costas also manages TikTok ads. One useful tool is Spark Ads, which lets a business run its own organic posts as paid ads.
- Management cost: €70 a month.
- Minimum ad spend: according to TikTok’s help page, the daily budget must be more than $50 per campaign and more than $20 per ad group.
Because of these minimums, running TikTok ads every day of the year can be expensive for a small business. Read more in our guide to TikTok ads cost. It often makes sense to use paid TikTok for specific periods, while posting organic videos all year.
How to decide by type of business
Every business has different needs. We work with several industries and use a simple way to help owners decide:
- A service where people book or send messages: start with Instagram. If your work relies on people messaging you to ask questions or book, build your presence and run your ads there first.
- Restaurants, cafés, gyms, salons and barbers: often both. These places have plenty to film, and the same vertical videos can go on both apps.
- Wanting a younger audience: add TikTok. Once Instagram is running well, bring in TikTok to reach younger people in the city.
Frequently asked questions
Do we need different videos for TikTok and Instagram?
No. TikTok and Instagram Reels use the same vertical 9:16 format. When Antonis comes for the monthly shoot, he films and edits vertical videos you can post on both. One shoot gives you content for both apps without extra filming time.
How much do you charge to manage Instagram and TikTok ads?
Costas manages Meta ads, which cover Facebook and Instagram, for €90 a month with an ad budget up to €500, and €130 a month for €500 to €1,500. Meta ads are also included in all our monthly packages. TikTok ads management is €70 a month. All prices exclude 24% VAT.
What is the minimum daily budget for TikTok ads?
TikTok sets minimums. According to its help page, the daily budget must be more than $50 at campaign level and more than $20 at ad group level. That is why it often makes sense for a local business to run TikTok ads for specific periods rather than all year.
Are we locked into a long contract?
No. We work month to month with no contracts. You can start with one platform and adjust as you go. Every month we send you one clear report, so you know what was done and how your ads did.
Start where your customers already are
You do not need to overthink TikTok versus Instagram. A simple rule: start where your customers already message you, then add the second platform when you are ready.
To talk about your business, book a free 30-minute call through our contact page. We will look at what you have today and give you an honest plan.