A. Guttmann
Research Lead covering media
TikTok marketing - statistics & facts
A key driver of ByteDance's valuation is the impressive performance of TikTok, which has become one of the most influential social media platforms worldwide. It has emerged as a powerful tool for digital marketing, enabling brands to engage with millions of users across the globe. By the end of 2025, the short-form video platform is projected to generate 33 billion U.S. dollars in advertising revenue. Its growing appeal to advertisers 鈥 particularly those targeting younger audiences 鈥 has contributed to its increasing share of global digital ad spending. However, TikTok's widespread popularity faces uncertainty, as a potential U.S. ban remained one of 2025's hottest topics among fans, creators, and brands alike.
Despite the significant budget allocation, marketers report difficulties in fully leveraging TikTok's potential. The primary challenge, cited by over half of marketers in 2025, is driving traffic to the TikTok Shop, highlighting the need for more effective strategies to convert engagement into sales. Nevertheless, nearly 16 percent of respondents report no major challenges, suggesting that some marketers have already mastered the platform鈥檚 ecosystem.
When selecting influencers on TikTok, follower count remains the most important factor, around two-thirds of marketers surveyed in 2025 citing it as their primary criterion, followed by engagement rates and brand alignment. This focus on reach reflects a broader trend, with over one-third of marketers worldwide allocating at least 35 percent of their budgets to influencer marketing. The substantial investment in TikTok specifically highlights its perceived effectiveness in reaching target audiences through influential creators. By partnering with popular TikTok personalities, brands can stay culturally relevant and connect authentically with younger audiences.
Marketers on TikTok
According to a 2025 study among marketers, TikTok's influence on marketing budgets is set to reach unprecedented levels, with over half of respondents planning to allocate more than half of their budgets to the platform. This shift underscores TikTok's growing significance in the digital marketing landscape, as businesses increasingly recognize its potential for audience reach and engagement. However, this substantial investment comes with its own set of challenges and strategic considerations.Despite the significant budget allocation, marketers report difficulties in fully leveraging TikTok's potential. The primary challenge, cited by over half of marketers in 2025, is driving traffic to the TikTok Shop, highlighting the need for more effective strategies to convert engagement into sales. Nevertheless, nearly 16 percent of respondents report no major challenges, suggesting that some marketers have already mastered the platform鈥檚 ecosystem.
The influencer effect
Influencer endorsement has proven to be an extremely effective form of social media marketing on pioneer platforms like Instagram. This success has extended to TikTok and the new generation of entertainment apps, with more brands now collaborating with TikTok creators than ever before. What makes these partnerships particularly appealing is not only the massive reach of TikTok mega-influencers but also the platform鈥檚 impressive engagement rates 鈥 especially among Gen Z users.When selecting influencers on TikTok, follower count remains the most important factor, around two-thirds of marketers surveyed in 2025 citing it as their primary criterion, followed by engagement rates and brand alignment. This focus on reach reflects a broader trend, with over one-third of marketers worldwide allocating at least 35 percent of their budgets to influencer marketing. The substantial investment in TikTok specifically highlights its perceived effectiveness in reaching target audiences through influential creators. By partnering with popular TikTok personalities, brands can stay culturally relevant and connect authentically with younger audiences.
TikTok remains essential for marketing
TikTok has changed marketing by offering brands a platform to engage with a vast and diverse audience in innovative and dynamic ways. With the help of influencers, creative content, and its unique algorithm, the app has proven to be an indispensable tool for modern marketers. While competition from other platforms remains strong, TikTok鈥檚 ability to evolve and adapt ensures it remains a consistent marketing tool for businesses worldwide. The platform鈥檚 ability to understand and harness audience behavior continues to makes it an asset for marketers looking to stay ahead in the digital age.
