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<\/a><\/p>\nIn this article, I’ll share the latest of our 2025 State of Social<\/a> findings to help give your brand or business TikTok profile the visibility it deserves.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n What started as a platform many marketers dismissed as \u201cjust for teens\u201d has evolved into one of the most important channels in our digital marketing arsenal.<\/p>\n And the numbers don’t lie. Our research shows that 56%<\/a> of social media marketers are now using TikTok, making it one of the top five most-used platforms alongside Instagram (76%) and YouTube (79%).<\/p>\n It’s so impressive to me when I reflect on the progress of other trending social sites. Unlike the slow adoption we saw with platforms like Snapchat in the marketing world, TikTok has managed to overcome initial skepticism and cement itself as a marketing essential in record time. I believe this rapid acceptance comes down to one thing: results.<\/p>\n TikTok isn\u2018t just popular \u2014 it\u2019s effective. Marketers report that TikTok is a top performer across key metrics:<\/p>\n If you’re a marketer looking to elevate your social strategy, a content creator aiming to maximize your reach, or a business seeking new channels for growth, this guide<\/a> will help you navigate the world of TikTok marketing with confidence.<\/p>\n <\/a> <\/p>\n Marketers have a knack for understanding and using social media in more ways than one, let me share the different ways we leverage TikTok for marketing objectives.<\/p>\n TikTok isn’t just another box to check in your social media marketing plan. Its unique algorithm and content discovery mechanisms require tailored approaches that differ from strategies you might employ on LinkedIn or Facebook.<\/p>\n Pro tip:<\/strong> In my experience, the brands seeing the most success on TikTok create platform-native content rather than repurposing material from other channels. I recommend starting fresh with content specifically designed for TikTok’s vertical format and fast-paced environment. Not to mention, video editing in the app<\/a> is easy enough for anyone to do it!<\/p>\n Now, you can\u2018t just post a bunch of videos without a game plan. Marketers need to use social media strategically to achieve the results they\u2019re looking for.<\/p>\n Our data shows that TikTok excels at:<\/p>\n I’ve found that TikTok particularly excels at humanizing B2B brands, something that can be challenging on more formal platforms. Its casual, authentic nature allows even the most corporate brands to show personality in ways that resonate with audiences.<\/p>\n While TikTok offers robust advertising options, many brands succeed through organic content that resonates with the platform’s authenticity-first ethos.<\/p>\n However, our research indicates a growing trend toward paid strategies, with 30% of social media marketers planning to increase their TikTok investment<\/a> in 2025, while 26% plan to maintain their current spending levels.<\/p>\n What I like:<\/strong> I\u2018m impressed by how TikTok has managed to create an advertising ecosystem that doesn\u2019t feel intrusive. In my opinion, this is why both paid and organic strategies can thrive side-by-side on the platform\u2014something that’s becoming increasingly rare in social media.<\/p>\n <\/a> <\/p>\n TikTok isn\u2018t just keeping pace with other video platforms \u2014 it\u2019s setting new standards for engagement. Our survey results place TikTok among the top performers for social media engagement at 18%, competing directly with Instagram and YouTube.<\/p>\n I\u2018ve personally observed that TikTok\u2019s engagement rates often surpass what we see on other platforms, even with comparable content. There’s something about the format that encourages active participation rather than passive consumption.<\/p>\n Pro tip:<\/strong> I love repurposing TikToks into LinkedIn posts since video content is also a marketing priority on that social platform. Just download your TikTok and use the right hashtags for the audience you wish to reach, and you can make some meaningful connections there, too.<\/p>\n The platform’s algorithm-driven content discovery allows even accounts with modest followings to achieve significant reach, something that 17% of marketers recognize as they rank TikTok as a top platform for driving site traffic.<\/p>\n Pro tip:<\/strong> I always tell marketers not to get discouraged by slow follower growth on TikTok. Unlike other platforms where your follower count largely determines your reach, TikTok’s For You Page can put your content in front of thousands \u2014 even millions \u2014 of relevant viewers regardless of your account size. Focus on creating content that resonates, and the views will come.<\/p>\n Concerns about brand safety have faded as TikTok has matured. Our data<\/a> shows that a majority of marketers feel comfortable with their brand presence on the platform:<\/p>\n Honestly, I was initially skeptical about brand safety on TikTok, but I’ve been pleasantly surprised by how the platform has evolved. The sophisticated content filtering and advertising safeguards have come a long way, and I now feel confident recommending TikTok to even the most risk-averse strategists.<\/p>\n <\/a> <\/p>\n TikTok has established itself as the leading platform for influencer marketing ROI. An impressive 47% of marketers report getting their highest ROI from TikTok influencer collaborations <\/a>\u2014 outperforming both Instagram (46%) and YouTube (41%).<\/p>\n What I like:<\/span> I\u2018m fascinated by how TikTok has democratized influence. Unlike Instagram, where established mega-influencers dominate, TikTok has created space for micro and nano influencers to drive significant results. I\u2019ve seen campaigns with creators who have just 10,000 followers outperform those with influencers boasting millions \u2014 it’s all about authentic connection with niche communities.<\/p>\n The confidence in TikTok’s ROI is reflected in future spending plans. When asked about their 2025 influencer marketing intentions, 15% of marketers plan to prioritize TikTok<\/a>, making it the third most popular platform behind Instagram (27%) and YouTube (24%).<\/p>\n I believe we’re just seeing the beginning of the TikTok influencer ecosystem. As the platform continues to mature and more creators master its unique format, I expect that 15% figure to grow substantially by the time we run this survey again.<\/p>\n Beyond brand awareness, TikTok is proving its worth in tangible business outcomes:<\/p>\n Pro tip:<\/strong> In my experience, the key to driving measurable results from TikTok is integrating it into a multi-channel approach. I’ve found that using TikTok for awareness, then retargeting those engaged viewers on platforms like Instagram or through email, creates a powerful conversion pathway that maximizes ROI.<\/p>\n <\/a> <\/p>\n Unlike Instagram’s polished aesthetics or YouTube’s long-form depth, TikTok rewards authenticity and creativity. This creates unique opportunities for brands to connect with audiences through more casual, human content.<\/p>\n I’ve learned (sometimes the hard way) that over-produced content often flops on TikTok. My most successful posts have been those where I embraced imperfection and focused on genuine storytelling over production value (and coincidently, were the ones I edited the least).<\/p>\n The platforms that foster authentic communities are seeing the most success. TikTok’s strength in engagement (ranked top by 18% of marketers) speaks to its ability to create meaningful connections between brands and their audiences.<\/p>\n Pro tip:<\/span> Don\u2018t just broadcast on TikTok\u2014participate. Some of the best brand moments I\u2019ve seen on the platform come from companies that actively engage with trends, respond to comments, and duet with users. I recommend allocating at least 30 minutes daily to community engagement if you’re serious about building a TikTok presence.<\/p>\n <\/a> <\/p>\n Despite early concerns about platform governance, marketers are increasingly comfortable with TikTok’s ecosystem. Our Social Media Trends Report<\/a> shows that 65% of marketers feel at least somewhat comfortable with brand safety on the platform, with only 11% expressing discomfort.<\/p>\n I remember the uncertainty many of us felt when TikTok first emerged as a marketing channel, but I’ve been impressed by how the platform has responded to concerns and built robust systems to protect both users and brands.<\/p>\n And on the note of a different type of governance \u2014 despite TikTok experiencing a U.S. temporary \u201cban\u201d (if you call 12 hours a ban) in January 2025, it hasn\u2018t stopped the hundreds of thousands of creators and businesses on the platform from continuing to post. If that isn\u2019t an indicator of this app\u2018s impact and staying power, I\u2019m not sure what is!<\/p>\n Smart marketers stay agile, ready to adapt to TikTok’s evolving landscape \u2014 from algorithm updates to new features. This adaptability will be key as 30% of marketers plan to increase their TikTok investments in 2025.<\/p>\n Pro tip:<\/strong> I\u2018ve found it essential to dedicate time each week to staying on top of TikTok\u2019s changes. Join TikTok for Business newsletters<\/a>, follow their blog, and connect with other marketers in the space. The platform moves quickly, and staying informed about new features or algorithm shifts can give you a significant competitive advantage.<\/p>\n <\/a> <\/p>\n Both B2C and B2B brands are finding their footing on TikTok. The platform’s versatility has allowed companies across sectors to connect with audiences in meaningful ways, contributing to its status as a top platform for audience growth (19%).<\/p>\n What\u2018s surprised me most is how well B2B companies can perform on TikTok when they approach it strategically. I\u2019ve watched traditionally \u201cboring\u201d industries create engaging content that not only drives awareness but actually converts. The key? Focusing on the humans behind the business decisions.<\/p>\n\n
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Why TikTok Matters for Your Marketing Strategy<\/h2>\n
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How Social Media Marketers Are Leveraging TikTok<\/h2>\n
Platform-Specific Strategies<\/h3>\n
Marketing Objectives That Shine on TikTok<\/h3>\n
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Paid vs. Organic: Finding Your Balance<\/h3>\n
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<\/p>\nData-Backed Benefits of TikTok Marketing<\/h2>\n
Engagement That Outperforms<\/h3>\n
The Power of the For You Page<\/h3>\n
Brand Safety Confidence<\/h3>\n
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How Content Creators & Marketers Are Earning ROI on TikTok<\/h2>\n
Influencer Marketing Excellence<\/h3>\n
Future Investment Trends<\/h3>\n
Driving Measurable Results<\/h3>\n
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What Content Stands Out on TikTok<\/h2>\n
Authenticity Reigns Supreme<\/h3>\n
Community-Driven Content<\/h3>\n
How Experts Navigate TikTok Governance<\/h2>\n
Compliance Confidence<\/h3>\n
Adapting to Platform Evolution<\/h3>\n
TikTok Marketing Examples<\/h2>\n
Success Across Business Models<\/h3>\n
Influencer Success Stories<\/h3>\n
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