Before You Trash Talk TikTok…

“Do we really need TikTok to be part of our marketing campaign?” As a full-service agency, we’ve been asked this question on several occasions by skeptical clients. Our answer: “It depends on what opportunities you’re willing to miss out on.” We’ll explain…

Marketers need to stay current. By the very nature of our discipline, we have an obligation to be ahead of the curve.The latest e-commerce strategies, we have to implement them; the most up-to-date accessibility standards, we strive to adhere to them; and the fastest growing social media platforms, you bet we have to know those too. Let’s take a closer look at that last point.

Any marketer knows that using social media to reach audiences is comparable to reaching a sporadically moving goalpost. Algorithm updates, changing dimensions for image posts, and new features can impede on your ability to see success through your social media efforts. On top of it all, to get the best results, a social media strategy will require a mixture of different platforms. How is a business expected to keep up with navigating ever-changing platforms along with managing their operations? The trick: a thoughtful social media strategy.

Your social media strategy should align with your business objectives. The platforms you choose to broadcast to your audience will significantly impact your results. Each platform appeals to distinct audiences, offers unique features, and leverages different algorithms to get your content in front of your desired audience.

Back to that original question: “Do we really need TikTok to be part of our marketing campaign?” Like any other social media platform, TikTok does appeal to a particular user group more than others. At first glance, TikTok seems to have a younger user base — a detractive audience for many business owners. We’re here to explain why this belief is a common misconception of the world’s fastest growing social media platform.

Take a look at these numbers

At CT, we’ve developed more social media campaigns for clients than we can count. When we present social media strategies to clients, many roll their eyes at the thought of leveraging TikTok. There is a belief that TikTok only appeals to an audience between the ages of 18-24, and a belief that unless you are targeting this audience, the platform is negligible. Well we’ve got the numbers to smash that belief. Since its launch in 2016…

TikTok has:

  • Over 1 Billion active monthly users (142.2 Million are in North America)
  • Gained over $4.6 Billion dollars in revenue (2021)
  • Over 2 Billion downloads on the App Store and Google Play
  • The #6 spot in the world’s biggest social media apps

TikTok users:

  • Spend an average of 38 minutes per day on the app
  • #TikTokMadeMeBuyIt: over 20% of consumers who rationalize purchase decisions based on social media say they do so “all the time” because of TikTok.

TikTok Demographics: (according to Datareport’sEssential TikTok statistics and trends for 2022)

  • By Gender
    • 56.2% woman-identifying
    • 43.8% man-identifying
  • By Age
    • 421.1 million users aged 18 to 24
    • 306.7 million users aged 25 to 34
    • 135.8 million users aged 35 to 44
    • 75.3 million users aged 45 to 54
    • 83.6 million users aged 55 and above

How does TikTok advertising differ from other social channels?

From sponsored videos and reels to promoted posts and stories, social media platforms give businesses access to a range of formats to advertise. This enables flexibility in how a business may spend its budget to reach their target audience.

Now for TikTok, the world’s fastest growing social media platform that has amassed over a billion active users and generates tens of millions in ad revenue, businesses are granted one singular format: video. That’s it…

TikTok levels the playing field for all users by limiting content uploads to one single format. Whereas Meta’s platforms will require a healthy mix of reels, stories and posts, TikTok sticks to its tried and tested format. Here’s a look at some pros and cons of advertising on the platform:


  • Suitable for audiences of all ages
  • Equipped with basic editing tools to get you started
  • All music on the app is available for use
  • Ability to reach millions of users
  • Low minimum campaign budget of $500 (a very low minimum for small businesses)


  • Only permits video format (though videos receive higher engagement than other forms of media)
  • Production time required for compelling content
  • Requires a robust campaign to reach your audience (tagging is less favored than on other platforms)

How do I start advertising on TikTok?

Advertising on TikTok is as easy as any other social media platform, though we do have a few recommendations before you get started.

If you are looking to develop your own TikTok advertising strategy and create content yourself, start by learning the platform. Explore its features and take the time to understand what motivates your audience on the app. Keep this in mind: 77.4% of TikTok users are on the platform looking for funny or entertaining content.

Once you’ve got the perfect TikTok strategy written out, create a business account to access the platform’s advertising features. Like all effective campaigns, we recommend analyzing performance and optimizing your efforts to truly maximize your return on investment.

Most importantly, as with every marketing campaign, don’t neglect a healthy mixture of other social media platforms and marketing mediums as part of your campaign!

TIkTok’s popularity has grown at an marvelously unexpected rate. At CT, we’re excited to develop social media strategies that leverage TikTok’s growth for clients who are eager to dive in. Now, If you’ve made it this far and still believe that TikTok isn’t your cup of tea, avoid it by all means. We are confident that businesses will select the best opportunities that align with their objectives.