As a business owner, you may feel compelled to be present on every social platform. With TikTok taking centre stage amongst the plethora of social channels in 2025, it could seem to be the most appealing marketing platform for your business. So let's take a look at TikTok in more detail in order to assess its relevance for you and your business.
Who, What, Where, When and Why?
TikTok is a short-form video platform that launched back in 2016. Since its release, it has gained 1.59 billion monthly active users worldwide (as of July 2025). In doing so, it has launched the careers of many through the use of in-app effects, filters, songs, audio clips and text overlays to create short-form videos that educate, entertain and inspire their followers. But is TikTok a good marketing tool?
In short, yes. TikTok is a powerhouse platform that can help increase brand awareness and boost sales, but is this applicable to all businesses? In short, no.
Before we outline the potential for success on TikTok, let's dive into the core demographics, alongside some considerations before marketing on the platform.
Around 40% of the UK population is active on TikTok, which translates to roughly 27 million potential customers, seeing an average of 49 hours and 29 minutes on the app each month. As a statistic, this may seem like a large untapped market, but with that pool of users comes a 54.87% average bounce rate, which is the percentage of users who leave a website after viewing only one landing page, making your potential return on investment a tricky avenue to navigate. So what demographic makes up that 40%?
Demographics
TikTok’s user base is predominantly made up of younger adults, with the largest segment being 18 to 24-year-olds. This group accounts for 572 million users, or 36.2% of TikTok’s users over the age of 18. Close behind are users aged 25 to 34, making up 33.9% (535.6 million). The 35 to 44 age group represents 15.8% of the adult user base, with 249.6 million users. Usage declines among older demographics, with 7.9% of users aged 45 to 54 (124.8 million), and just 6.2% of users aged 55 and over (98 million).
Source: Shopify
In terms of gender, TikTok skews female, with 57% of users identifying as women. As a comparison, Instagram maintains a more even split, with 48.4% female and 51.6% male users.
This demographic breakdown is important when evaluating whether TikTok is a suitable platform for your business. For instance, if your target audience is primarily men aged 55 and over, you may find a greater return on investment (ROI) with alternative platforms that better align with that age group.
The next subject to consider is your business sector. Does it perform well on TikTok, or are you diving into a new social marketing source headfirst to try and stay on-trend?
Which Types of Businesses Thrive on TikTok?
While TikTok isn’t a one-size-fits-all platform, it can be highly effective for the right kind of business. According to recent statistics, 70% of users say they've discovered new products or brands on TikTok that align with their lifestyle and nearly half have made a purchase based on something they saw in the app.
These figures emphasise TikTok’s power as a marketing tool, especially for businesses targeting younger audiences. Brands that tend to see the most success often fall into categories that align with TikTok’s fast-paced, visually engaging content style. These include:
- Mobile apps and games
- Travel advice, destinations or package deals
- Budget-friendly jewellery, beauty products and fragrances
- Affordable, impulse-buy eCommerce items
If your products or services are visually appealing, easily demonstrated or tap into trending lifestyle interests, TikTok could offer significant exposure and growth potential.
It's important to note that these factors are centred on conversion goals. If your goal is just to increase brand awareness and exposure, any business may gain traction (in theory) by incorporating trending content and clever algorithm hashtags, which leads us to the next point. What are your business goals?
Can TikTok Help You Achieve Your Business Objectives?
Before utilising TikTok as a social marketing channel, it's important to assess whether the platform aligns with your brand’s capabilities and goals. Here are some key things to consider before making that decision:
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Can you capture regular video content?
TikTok allows for up to 10-minute video content to be filmed within the app and up to 60-minute videos to be uploaded from your device, alongside photo carousel options. However, audiences expect regular and engaging short-form videos to enjoy, which are usually vertical, full-screen videos up to 60 seconds long that appear in the feed. Therefore, if maintaining a constant flow of video or photo content isn’t realistic for your team, it may be worth considering distributing your marketing budget elsewhere. -
Do you have the capacity for video editing?
Producing TikTok content isn’t just about filming, but also the editing. Whether it's adding text overlays, music, transitions or visual effects, having access to video editing tools and time to do so is key to creating content that fits the platform's fast-paced, creative environment. Marketing agencies have this capability and can do so remotely, with the assurance of regularly supplied content from the client. -
Is your audience on TikTok?
Understanding your target demographic is essential. TikTok's main audience is younger, particularly Gen Z and millennials. Research hashtags on the platform to see whether your target market or audience is active on the platform before committing time and money. -
Can TikTok offer something different from your current platforms?
TikTok requires authenticity, creativity and trend participation. If your business wants to present a formal, professional and formal tone of voice, then this is likely not the right platform. However, if you’re looking for a more casual or lighthearted tone, or if you're looking for a channel where unboxing, reviewing and behind-the-scenes content shine, TikTok can work well. -
Is TikTok a good platform for your business objectives?
As with any marketing platform, we must make sure that the specifications align with the primary aims and objectives of your business. TikTok might not be the best use of your time if you're trying to improve website traffic and form submissions, but it might be the best platform if you're trying to enhance brand awareness and views, with the aim of increasing followers.
In a nutshell, TikTok is an incredibly powerful tool that, if you integrate successfully, can have a meaningful impact on your business’s marketing efforts. But just like any other social media platform, it’s important to conduct the relevant research to assess whether or not it’s applicable and relevant for your marketing goals.
