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TikTok: How the social media phenomenon has changed digital marketing

TikTok has become somewhat of a social media phenomenon in recent times, with over one billion users worldwide! Whilst the popular social media platform provided an alternative to their counterparts with their boom period during the Covid-19 pandemic in 2020, offering users the option to create and post fun videos from home, it changed the way marketers and businesses, in general, operate on social media.

Traditionally, social media platforms such as Facebook and Twitter are effective for marketers to produce engaging advertisements and content for their target audience in a bid to drive traffic and sales, whilst boosting engagement in the process. Although each platform can be utilised in different ways to appeal to the audience, TikTok changed the narrative by connecting with its audience through genuine and relatable content.

According to We Are Social, brands spent 25% more on social media advertising over the last year and TikTok is the UK’s most downloaded app in 2022.

The beauty of TikTok is that it appeals to people of all ages. There are probably dozens of videos on the platform of fun family parodies during Christmas’ or birthdays. Whether it’s cooking with your parents or recreating iconic movie scenes or dance sequences – everyone gets involved. As a result, it’s changing traditional marketing but also customer behaviours.

According to TikTok, 42% of their users are under 25 and represent the future’s customer base, and this is why major brands have and continue to place TikTok as a fundamental part of their social media strategy. Brands have also been challenged to be more creative in their approach to the content they post.

TikTok influencer statistics

  • Khaby Lame is the most followed person on TikTok, with over 147 million

  • Over £231 million has been committed to the creator fund between 2021 and 2024.

  • The most watched video on TikTok as of 2022 has over 2 billion

  • The average earnings for an influencer brand deal in 2022 are between $50,000 to $150,000.

Source: Creative Marketing Ltd

TikTok Marketing statistics

  • The most engaging category on TikTok is the FMCG sector.

  • 55% of users say TikTok has exposed them to new products or services.

  • One of the fastest-growing markets in 2022 on TikTok is finance.

  • Consumers’ spending on the app has increased by 85% since 2021.

  • 78% of small businesses increased their budget for the platform in 2022

Source: Creative Marketing Ltd

The rise of influencer marketing has been perfect for the launch and post-success of TikTok, and various sectors and brands have identified the benefits of investing in TikTok, such as increased service and product awareness leading to increased sales as a result.

So, how has TikTok changed digital marketing?

It has made social media marketing more creative

Brands and individuals have been challenged to make their marketing efforts more creative. Due to its engaging nature and the range of features and tools that it offers, there are endless ways to create unique videos which tell a story and keep the audience engaged and wanting more.

It has added an element of engagement

A major reason why TikTok ranks as one of the most popular social media platforms among others is its engaging nature. There is content for everyone to watch and get involved in. TikTok has an average engagement rate of 4.25%; solidifying its highly engaging videos!

Digital marketing efforts are more global as a result

With TikTok being available in 150 countries worldwide and having the highest engagement rate of any social media platform, marketers have realised that it is the ideal platform to use in order to reach a global audience.

TikTok makes the message more personable

Personalisation in digital marketing continues to be one of the key drivers in customer loyalty and driving sales. One of the reasons why TikTok has become so popular among online shoppers, in particular, is because the content is relatable to the consumers.

More efficient marketing

TikTok’s algorithm is designed to show users more relevant content and increases post reach. As a result, digital marketers can be more efficient in their digital marketing efforts. The more relevant content audiences see, the more likely they are to interact.


The age of social networking and digital marketing is continuously evolving, with added functions and capabilities to engage with audiences and pickup behaviours, we’re also seeing the introduction of AI in platforms such as Snapchat. While marketers and businesses have an in-depth range of information to dissect and make decisions from, brands such as TikTok are increasing personalisation capabilities for brands to take advantage of.


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