Everyone is talking about it – and they have been for a while. Perhaps you’re now feeling more and more the pressure of ‘should you be on TikTok’? Well, let’s take a look.

What is TikTok?

TikTok is a video based social media app. While it gained huge popularity during Covid lockdowns, it isn’t just ‘dancing’ and ‘lip-syncing’ – which is why it’s gaining some interest in terms of brands.

We all know that video is a very popular media for users to digest – we’ve been going on about that for a couple of years now, and the growth of TikTok (and I suppose you could also say the growth of Instagram Reels), shows that video is definitely not going away.

Is it good for brands?


The thing with video is, it means we are ticking a lot of social media boxes. We always say that social media is the chance to show off your personality, allow users to get to know you, promote your ethos and your why. Video makes that so much easier – there’s no better way to connect with your audience than by video. Users see you, hear you, get to know you subconsciously.

So in that respect, TikTok is good for brands. The real question is, how can you include it into your marketing strategy, and if you should?

Should you use TikTok?

I really am quite passionate about making sure we’re realistic with our times when we market our own businesses. It’s so easy to feel like we need to be on every platform because our business friends are, or our competition are.

Please stop!

You don’t know the situation of those other businesses – do they have staff? Do they have a virtual assistant and are outsourcing? Are they quiet so have more time for their own marketing?

Don’t compare yourself. It is far more important to really ensure that you feel TikTok is the right platform for you, and that you have the time for it.

So, ask yourself these questions:

  • Is the general audience that use TikTok, your target audience?
  • Can using TikTok help you reach both your marketing, and your business goals?
  • Is the type of content you share (for your audience), suitable in video format / for TikTok?

If yes, then you can look at your marketing strategy and see how it will slot in.

Remember it’s always better to do 1 or 2 platforms well, than to spread yourself too thin. However, you can always take a step back and say “do you know what, Twitter isn’t working for me like it used to”. Be willing to flex your marketing depending on your own goals, and your audience.

TikTok Statistics (UK)

These statistics might help you decide if TikTok is for you:

  • The average user opens TikTok 19 time a day
  • Under 18s spend an average of 75 minutes a day on the app
  • 22% of users are 20-29 years old
  • 21% of users are 30-39 years old
  • 20% of users are 40-49 years old
  • 61% of users are female (US statistic but will likely mirror in the UK)

Are you using Reels anyway?

Another thing I’m passionate about is reusing content – repurposing content elsewhere. If you are already on Instagram and creating Reels, you could consider creating those Reels in an app like InShot, and then uploading them onto TikTok as well. Two birds, one stone – just keep the audience in mind and tweak the captions (and post at different times!).


In short, TikTok is definitely a place for businesses and brands. Turning it on its head, it’s more a case of can you fit it into your marketing strategy, is it sustainable for you, and is it the right place for you?

I’ll be posting more about TikTok over the coming weeks here and on our socials – do pop back!