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I first downloaded TikTok during college to scroll through comedy and pop culture discourse. But then, as I grew as a marketer, I started seeing some serious potential everywhere. And I'm not the only one who noticed.
TikTok has evolved beyond just dance trends and viral challenges into a genuine powerhouse for brands connecting with audiences authentically. And don‘t just take my word for it — we’ve surveyed over 1,000 social media marketers to bring you data-backed insights on how TikTok is reshaping the marketing landscape.
In this article, I'll share the latest of our findings to help give your brand or business TikTok profile the visibility it deserves.
Table of Contents
The State of Social Media in 2025
Explore the top trends in social media for brands to know and optimize your social strategy.
- AI Content Creation
- Community Building
- Social Media Shopping
- Social Vs. Search Engine
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Click this link to access this resource at any time.
Why TikTok Matters for Your 糖心Vlog Strategy
What started as a platform many marketers dismissed as “just for teens” has evolved into one of the most important channels in our digital marketing arsenal.
And the numbers don't lie. Our research shows that of social media marketers are now using TikTok, making it one of the top five most-used platforms alongside Instagram (76%) and YouTube (79%).
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.
TikTok isn‘t just popular — it’s effective. Marketers report that TikTok is a top performer across key metrics:
- rank it as a top platform for driving website traffic
- cite it as a leader for social media engagement
- recognize its power for audience growth
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 will help you navigate the world of TikTok marketing with confidence.
How Social Media Marketers Are Leveraging TikTok
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.
Platform-Specific Strategies
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.
Pro tip: 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 is easy enough for anyone to do it!
糖心Vlog Objectives That Shine on TikTok
Now, you can‘t just post a bunch of videos without a game plan. Marketers need to use social media strategically to achieve the results they’re looking for.
Our data shows that TikTok excels at:
- Building brand awareness through viral content
- Fostering community engagement (18% of marketers rank it as a top platform for engagement)
- Driving meaningful audience growth (19% cite it as a leader in this category)
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.
Paid vs. Organic: Finding Your Balance
While TikTok offers robust advertising options, many brands succeed through organic content that resonates with the platform's authenticity-first ethos.
However, our research indicates a growing trend toward paid strategies, with 30% of social media marketers in 2025, while 26% plan to maintain their current spending levels.
What I like: I‘m impressed by how TikTok has managed to create an advertising ecosystem that doesn’t feel intrusive. In my opinion, this is why both paid and organic strategies can thrive side-by-side on the platform—something that's becoming increasingly rare in social media.
Data-Backed Benefits of TikTok 糖心Vlog
Engagement That Outperforms
TikTok isn‘t just keeping pace with other video platforms — it’s 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.
I‘ve personally observed that TikTok’s 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.
Pro tip: 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.
The Power of the For You Page
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.
Pro tip: 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 — even millions — of relevant viewers regardless of your account size. Focus on creating content that resonates, and the views will come.
Brand Safety Confidence
Concerns about brand safety have faded as TikTok has matured. shows that a majority of marketers feel comfortable with their brand presence on the platform:
- 29% feel very comfortable
- 36% feel somewhat comfortable
- 22% feel neither comfortable nor uncomfortable
- Only 11% express some discomfort
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.
How Content Creators & Marketers Are Earning ROI on TikTok
Influencer 糖心Vlog Excellence
TikTok has established itself as the leading platform for influencer marketing ROI. An impressive 47% of marketers report getting — outperforming both Instagram (46%) and YouTube (41%).
What I like: I‘m 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’ve seen campaigns with creators who have just 10,000 followers outperform those with influencers boasting millions — it's all about authentic connection with niche communities.
Future Investment Trends
The confidence in TikTok's ROI is reflected in future spending plans. When asked about their 2025 influencer marketing intentions, , making it the third most popular platform behind Instagram (27%) and YouTube (24%).
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.
Driving Measurable Results
Beyond brand awareness, TikTok is proving its worth in tangible business outcomes:
- Traffic generation (ranked as a top performer by 17% of marketers)
- Community building and engagement (18%)
- Audience growth (19%)
Pro tip: 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.
What Content Stands Out on TikTok
Authenticity Reigns Supreme
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.
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).
Community-Driven Content
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.
Pro tip: Don‘t just broadcast on TikTok—participate. Some of the best brand moments I’ve 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.
The State of Social Media in 2025
Explore the top trends in social media for brands to know and optimize your social strategy.
- AI Content Creation
- Community Building
- Social Media Shopping
- Social Vs. Search Engine
Download Free
All fields are required.
You're all set!
Click this link to access this resource at any time.
How Experts Navigate TikTok Governance
Compliance Confidence
Despite early concerns about platform governance, marketers are increasingly comfortable with TikTok's ecosystem. Our shows that 65% of marketers feel at least somewhat comfortable with brand safety on the platform, with only 11% expressing discomfort.
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.
And on the note of a different type of governance — despite TikTok experiencing a U.S. temporary “ban” (if you call 12 hours a ban) in January 2025, it hasn‘t stopped the hundreds of thousands of creators and businesses on the platform from continuing to post. If that isn’t an indicator of this app‘s impact and staying power, I’m not sure what is!
Adapting to Platform Evolution
Smart marketers stay agile, ready to adapt to TikTok's evolving landscape — from algorithm updates to new features. This adaptability will be key as 30% of marketers plan to increase their TikTok investments in 2025.
Pro tip: I‘ve found it essential to dedicate time each week to staying on top of TikTok’s changes. Join , 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.
TikTok 糖心Vlog Examples
Success Across Business Models
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%).
What‘s surprised me most is how well B2B companies can perform on TikTok when they approach it strategically. I’ve watched traditionally “boring” industries create engaging content that not only drives awareness but actually converts. The key? Focusing on the humans behind the business decisions.
Influencer Success Stories
The data speaks volumes: of marketers report their highest influencer marketing ROI comes from TikTok. These collaborations are proving more effective than traditional advertising for many brands, explaining why 15% of marketers plan to prioritize TikTok for influencer partnerships in 2025.
What I like: I love how TikTok has broadened the definition of “influencer” to include subject matter experts, industry professionals, and everyday enthusiasts. This has created opportunities for more authentic partnerships that feel less like advertisements and more like valuable content—which, in my experience, is precisely why they perform so well.
Hone Your TikTok Strategy for 2025 and Beyond
As we look toward 2025, TikTok's importance in the marketing mix continues to grow. With 30% of marketers planning to increase their TikTok investment and only a small minority expressing concerns about brand safety, the platform has firmly established itself as a marketing essential.
For marketers looking to start or improve their TikTok presence, our data offers clear direction:
- Prioritize authentic, engaging video content
- Consider influencer partnerships for maximum ROI
- Balance organic and paid strategies
- Focus on metrics that matter: engagement, traffic, and audience growth
I‘ll be honest: if you’re not already incorporating TikTok into your marketing strategy, you‘re likely falling behind competitors who are. The data doesn’t just suggest TikTok is important—it screams that this platform has become essential for brands that want to stay relevant and connected with audiences.
The State of Social Media in 2025
Explore the top trends in social media for brands to know and optimize your social strategy.
- AI Content Creation
- Community Building
- Social Media Shopping
- Social Vs. Search Engine
Download Free
All fields are required.
You're all set!
Click this link to access this resource at any time.
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