5 reasons to make TikTok part of your marketing strategy

TikTok isn’t just for young people anymore. More and more people are using the image-driven platform for a wide variety of content. So good opportunity to get your message across here as well.

1. TikTok for everything and everyone

TikTok reaches more and more different age groups. This provides opportunities for companies to create content that resonates with a wider audience. What sets TikTok apart is the algorithm that works not only based on followers, but primarily on engagement and relevance. This means that if your content strikes the right chord, it can reach millions of eyes in no time, even if you’re just starting out. In your strategy, focus on valuable content such as frequently asked (search) questions or popular topics within your niche. That way you create content that is not only discovered, but also shared and discussed.

2. TikTok sets the trend

Brands that embrace TikTok often put themselves on the map as forerunners in their industry. This is where many trends start that then carry over to other social media such as Instagram and Facebook. With authentic and creative content on these trends, companies can make their brand more human and get closer to their target audience. From starting your own challenge, capitalizing on popular music or sounds to a food trend. This not only increases your visibility but also the loyalty of your followers. Also read how to create good short-form videos.

3. Relatively inexpensive marketing that hits

TikTok has low entry costs, allowing even small businesses to experiment without large media budgets to achieve reach and visibility. Invest in high-quality content that grabs attention and elicits emotions from your target audience. Think real content such as behind-the-scenes looks, your own ambassadors or experiences from real customers. Content doesn’t have to be slick; the more authentic the message, the better. It’s all about telling stories that evoke emotions and feel familiar, making users want to share your content.

4. Social shopping

TikTok seamlessly integrates e-commerce into the user experience, making it a powerful platform for social shopping. Users are often already in a mindset of discovery and purchase. The hashtag #tiktokmademebuyit has already achieved more than five billion views. That shows it is hugely influential on purchase decisions. Brands can benefit from this trend by partnering with creators who authentically promote their products, leading to higher conversions and brand loyalty. It is essential to understand that TikTok is not just a sales channel, but a place where your brand builds valuable relationships.

5. High effort, high engagement

The power of TikTok is in building real connections with your audience. By consciously and substantively responding to comments and questions, you strengthen the sense of community and engagement. It’s important, though, to post regularly in a specific niche. Consider a weekly series or topic that users can participate in or provide input on. This not only increases your visibility, but also strengthens your relationship with your followers.

TikTok in figures

• 60% of all young people (15-35 years old) use TikTok, an increase of 12% compared to last year
• 81% of women aged 15-21 use TikTok
• 72% of women between the ages of 22-28 use TikTok
• 45% of older youth (29-35 years old) now use TikTok, up sharply from 28% to 45%
• TikTok is in the top 5 most used social media platforms for the first time, knocking Facebook out of the top 5
• 19% of young people cite TikTok as their main source for news (especially popular among under-21s)

Source: The Great Youth Survey Mediahuis, 2025