Skip to main content



Published on

March 15, 2024


brand strategy, communications, creative communications, Social Media, TikTok

When used correctly, TikTok can supercharge marketing. So ask yourself, what are you trying to achieve, and who are you trying to reach? Because the right creative idea will elevate brand awareness, build communities, cultivate clicks and boost sales for any brand. 

Before delving deeper into the reasons why your brand needs to be on TikTok, here’s some key things you need to know:

  • TikTok boasts a massive and expanding user base.
  • Exceptionally high engagement rates make it a prime platform for brands.
  • TikTok offers unparalleled organic reach and viral potential.
  • Emphasis on authenticity builds deeper brand connections.
  • Cost-effective advertising options are available.
  • Influencer marketing on TikTok results in highly engaged audiences.
  • Low barriers to entry empower businesses to stand out.
  • TikTok facilitates direct sales through its e-commerce features.
  • A diverse audience spans beyond just Gen Z.
  • Verify your audience’s presence on TikTok by exploring relevant content.

Discover why TikTok is indispensable for your brand with ten reasons that drive growth and engagement.

  1. The audience is HUGE and growing: Having rapidly grown to one billion active users worldwide, TikTok is now the #1 downloaded app. It’s also not just about quantity — of the platform’s millions of users, one in four can’t be found on any other platform1.
  1. High engagement: 90% of TikTok’s audience spends 95 minutes on the app every day2.
  1. Organic brand reach is through the roof: TikTok gives brands a massive shortcut to a huge organic audience. New content creators can get thousands of views, even if they haven’t got any followers. This is one of the biggest advantages of TikTok compared to other social platforms, where content creators either have to buy audience reach or slowly and painfully build their following organically. According to Ampfluence, the average organic reach for brands on TikTok is 118% compared to Facebook’s 5.2%.  TikTok’s algorithm means that brands can grow their followers at a faster rate than any other platform out there.
  2. Viral potential: And because TikTok’s algorithm doesn’t recommend content on the basis of followers, anyone can go viral. Even if you have 0 followers.  
  1. Authenticity: TikTok’s community values authenticity and personality over glossy, highly produced content. The platform gives brands the opportunity to better connect with their audience by showing their human side. TikTok enables marketers to create highly authentic user-generated content (UGC). Through real customers experiencing a brand’s product or service, TikTok is a vessel for building brand trust, loyalty and advocacy.
  1. Cost-effective: Paid advertising on the platform runs at a much lower cost than more brand-saturated channels. Nielson has reported that TikTok paid return on advertising spend (ROAS) is 1.6 times higher than other Nielsen measured media3.
  1. Engaging influencer marketing: Upfluence data shows that TikTok influencers have significantly more engaged audiences than either Instagram or YouTube. For example, mega-influencers had engagement rates of 4.96% on TikTok, 1.21% on Instagram, and 0.37% on YouTube. At the other end of the scale, micro-influencers had engagement rates of 17.96% on TikTok, 3.86% on Instagram, and 1.63% on YouTube.4
  1. Low barrier to entry for businesses: For marketers, barriers to entry are low. The opportunity to stand out and grow followings on TikTok is high. A less crowded advertising market means that reach and frequency for brand campaigns can often be achieved for much lower CPMs than other platforms. The platform is based around relevancy and engagement rather than follower numbers, meaning organic posts are much more discoverable too.
  1. #TikTokMadeMeBuyIt: #TikTokMadeMeBuyIt has 6.2bn views and over 37% of people who use TikTok have bought products they discovered on the platform (air fryer anyone!!).  TikTok recently launched a feature that allows businesses to create an ecommerce storefront within the app. This feature enables brands to showcase their products or services, provide product information and reviews, and direct users to their website or app for purchase. This feature can help brands increase conversions and sales from their TikTok marketing efforts.
  1. Your audience is already there: Contrary to popular belief, TikTok isn’t just for Gen Z-ers or younger audiences. 52.6% of TikTokers in the US are aged 30 and above5. Whether you’re targeting consumers or a business audience, your business is selling to people. So sell to them, because chances are, those people are spending a lot of their free time scrolling through Instagram, LinkedIn, and (you guessed it) TikTok. To be sure your audience is on TikTok, the best way to find out is by signing up for a personal account and searching for relative things in your profession.

Ready to go? Become a TikTok marketing master with our latest guide. It has all the quick wins you need to know about to set your brand up on TikTok.

Do get in touch