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By Rowena Cole

Should you be advertising on TikTok for your business?

Last Updated 15 Nov 2022

The majority of marketers will have heard of TikTok, even if they haven’t used the platform itself. TikTok is a short-form, video-sharing app that allows users to create and share 15-second videos, on any topic. Whilst some choose to embrace the channel for their business ventures, others may fear it or have no idea where to begin. 

Don’t worry, because we are going to explain why TikTok is so popular and if you should be using this social media platform for your business!


Woman looking at phone on a sofa

Why is TikTok so popular?

How did TikTok get so popular so quickly? We know right! In 2016, TikTok exploded onto the social media scene by giving users the ability to create short-form videos and it has since become a hub for entertaining content. Whether you enjoy watching funny or educational videos TikTok has it all, and of course promotional videos too.

However, much of the app’s growth stems from its surge in users during the COVID-19 pandemic. Whilst we had more time on our hands, people started using the platform regularly to keep themselves entertained by perfecting dance routines, watching tutorials and much more!

In September 2021, TikTok published a press release sharing the news of their big milestone. The app reached one billion active users, allowing it to provide entertainment to its community all around the globe. TikTok statistics like this show just how successful the platform has been in a short time.


TikTok is pretty addictive…

TikToks algorithm is designed to keep you scrolling! 

Other platforms need you to scroll through various content types (such as images, copy and videos) to see a new video  – or you may even need to search for a specific video. TikTok allows you to scroll through video content easily – no clicks needed!

This is a really easy way to consume a high volume of content. Globally, data from Qustodio shows that children spend an average of 75 minutes per day on TikTok, (which is the equivalent to 30-40 videos) and makes it the social media platform they are using the most.


When it comes to TikTok, your brain wants to see a funny video or a video that you enjoy, so you stay on the app until you see this appear and the cycle continues. (It’s not your fault – it’s just how our brain works)! Data shows that the average user opens the TikTok app 19 times per day. How does your usage stack up?

Who is using TikTok? 

You might think that TikTok is mainly used by the younger demographics – and you would be right!

Statista reported the percentage of internet users in the UK who use TikTok; 24% of internet users aged 15-25 years were using TikTok, 9% of 26-45 year olds, 6% between 46-55 years, and only 2% of internet users over 56 are active on TikTok.TikTok statistics show the app’s popularity is projected to steadily increase in the UK over the next few years.


“Statista predicted there will be 15 million UK TikTok users in 2025″


The big question… should you be using TikTok to advertise your 

With your social media business accounts,  like any social media channel it has to suit you and your business needs.

Consider the following questions… 

Is your target audience there?

If your businesses target audience is for the younger demographics then TikTok is a great place to target those 15-25 year olds. Through engaging content you can really captivate their attention and show off your USPs. Remember to respond to people’s comments as this is a great way to encourage engagement. Posting and ghosting is never great!

There are lots of targeting options on TikTok which is great, but bear in mind that these are not as comprehensive as other platforms at the moment, for example: the interest targeting has set categories. When creating content on TikTok you will need to consider if you have the resources to be producing high quality video content on a regular basis, as creatives can start to decay in just 7 days.

This is due to the high amount of videos being uploaded to TikTok every day.  Keep your content fresh, on trend and have a few in the video bank ready to go! 

Does TikTok align with your business goals?

Are your goals to engage with your customers and to show a side of your business that you might not have seen before? If you can create captivating, informative and entertaining videos to boost awareness and engagement for your business then TikTok is a great platform to be advertising on!

Do you want to increase leads or brand awareness?

TikTok is a channel for brand awareness!

Ads at the moment tend to perform better for brand awareness rather than lead generation and works well alongside organic content. Remember when it comes to TikTok you need to entertain your audience first and the message comes second. Be authentic, use lookalike audiences and don’t sweat the comments too much! 

Not sure which social media channels you should be promoting on?

Contact Assisted to speak with our Social Media Team: 

Call: 01788 288020 or email: [email protected]