Should Your Brand Be On TikTok?

October 20th in Social Media 3 minute read

User Behaviour on TikTok 

TikTok users engage with the platform for one major purpose – to be entertained. This is an interesting behaviour because aside from Reddit, TikTok is the only platform where finding funny/entertaining content was the top-ranking reason for use. 

In 2020, in the UK alone TikTok had over 6million active users, with the largest majority (26%) being aged 18-24 years old. At the start of September 2021 data from App Annie indicated that the average time per user on Tik Tok is higher than on YouTube, with the average daily time being 41 minutes. 

The user behaviour shows two clear trends that marketers should consider if they want to create content on TikTok. Firstly, the content likely to perform better and be cohesive with other content should be for the purpose of entertainment. Secondly, if the target audience you are trying to reach are Gen Zers then they are in abundance on TikTok. However, there are a lot of other brands, influencers and content battling for their engagement, so being able to stand out is key. 

Examples of Brands Using The Platform 

Whatever industry you are in, finding role models you can take inspiration from is a great way to get started with content ideas for your own TikTok strategy. One thing that’s great about TikTok is the potential it gives for small businesses that may have less budget for marketing spend. Many small businesses are already thriving on the app with hashtags such as #smallbusiness having 33.8 billion views and #entrepreneur having 12.8 billion views. 

With data from TikTok For Business, we’ve looked into how Costa Coffee has been using the platform in their marketing strategy to help you understand the type of results you can get from TikTok. 

Costa Coffee

The objective

On TikTok, Costa aimed to showcase its menu offering in an innovative way, bespoke to its customers’ lifestyles.

The Solution 

Costa used TikTok’s Spark Ads to deliver an unforgettable experience that appeared as if it was meant exactly for the user it was delivered to. In partnership with AnalogFolk, they created 14 non-interruptive ads based on some of TikTok’s key subcultures such as fitness, animals, singing and luxury. This meant its messaging appeared bespoke to the individual, with eye-catching creative that tied to TikTok’s popular cut-out filter and felt native to the platform.

The Results 

The campaign drove over 42 million impressions at just a £1.39 CPM. That translated into a 159% increase in followers, or 18,000 new fans. 

Pros and Cons for Expanding into TikTok

As with using any new platform, there are pros and cons to creating a marketing strategy for your brand on TikTok. 


  • Whilst it can be hard to measure the exact number, small, medium and large businesses are seeing success with their campaigns on TikTok. This means that no matter what size business you are there is an opportunity for you to succeed on the platform if you can find the right way to reach your target audience.
  • It’s something new and fun for your marketing team to experiment with. Sometimes change can help get the creativity flowing so if you’re looking for a new way to market your business creating an all-new TikTok strategy might be an exciting opportunity. 
  • Gen Z have the largest majority of users on the app, meaning they are a great age demographic to target if you want to get impressions from this audience. 
  • Unlike other social media the number 1 purpose for users is to be entertained, if you can create ads or organic content that fulfill this need you might be able to leverage great results. 


  • Creating a new social strategy will involve some trial and error. Experimenting with what works on a platform is a great way to learn about your target audience but it also has associated costs.
  • If your marketing team is already at capacity in terms of workload then asking for content to be created for a platform they are not familiar with may need a bigger investment of time than what is available.
  • The type of content needed for TikTok is different to other platforms where static imagery is the norm. If it’s difficult for you to create videos or you don’t have a way to create unique content then TikTok might not be a platform that will work for your business. 

Ready to take your business onto TikTok? Talk to our social team for advice! We can help create a content strategy and manage your social media so you can harness great results without investing valuable time that could be spent elsewhere.

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