Should my brand be on TikTok?

The question we’re getting asked the most at the moment: “Should my brand be on TikTok?”

Although there is no definite right or wrong answer, we’ve collated some information and statistics that might help you decide whether TikTok is the right social media space for you…



TikTok was, by a landslide, the most popular app of 2021. With 656 million downloads last year alone (over 100 million more than Instagram), the viral video platform solidified its place in the Gen Z zeitgeist.

10- to 19-year-olds make up a quarter of all TikTok users in the US — the largest age group on the app. Combined with the platform’s millennial audience, the two generations account for nearly 70% of its user base.

According to a study from TikTok, 92% of users say they take action after watching a TikTok video (such as sharing, following, or commenting), and 25% of all Gen Z users say TikTok videos have led them to purchase or research a product.

If you’re not on the platform, you could be missing out on a lucrative tool for both building brand awareness and driving revenue.

The beauty of TikTok is that whatever your niche, there’s an audience for it on the app.

In some ways, it’s hard to compare TikTok to Instagram — mainly because Instagram’s product offerings are so much more extensive than the other two.

Here are the top TikTok stats from their study that everyone who wants to sell on the app should know:
  1. 84% of TikTok users say it’s a source for discovering or learning something new
  2. TikTok users are 1.5x more likely to immediately buy something they discovered on the platform
  3. Compared to other platforms, TikTok is 1.7x more likely to be used as a product discovery tool
  4. TikTok users are 1.4x more likely than other platform users to research products and brands they find on the app
  5. TikTok users are 1.4x more likely than other platform users to buy a product they find on the app
  6. TikTok users are 1.5x more likely than other platform users to convince a friend or family member to buy a product they’ve seen on the app
  7. TikTok users are 2.4x more likely than other platform users to create a post and tag a brand after buying a product
  8. Compared to other platforms, TikTok users are more than twice as likely to comment or DM a brand after making a purchase
  9. 39% of TikTok users say “lifting spirits” is a key factor when deciding to purchase a product
  10. TikTok users are 1.3x more likely than users of other platforms to feel excited after purchases


Instagram’s user base is vast and diverse with over 2 billion monthly active users.

Unlike TikTok, which has large audiences of younger teenage users, Instagram skews toward slightly older members of Gen Z and younger millennials. Collectively, 18- to 34-year olds account for over 62% of the app’s total global audience.

What works best for you will depend on your brand and what you’re hoping to achieve with your social media presence. But here’s what you need to remember:

1. Instagram is great if you want to prioritize both video and static content and access a robust suite of brand marketing and e-commerce tools (plus a massive global audience).

2. With a focus on authentic and playful video content, TikTok is the platform that gives you the best chance of going viral. Plus, it’s a place to have fun and experiment with less curated content.


Keep in mind that diversifying your online presence by using multiple platforms at once is a good thing. So if you can, try out both!


[Source: Later, TikTok]


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