UK TikTok Marketing 2022

Content That Resonates Is Key to Success

Report by Bill Fisher  | Jul 25, 2022
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Table of Contents
Executive Summary
Key Points
Ad Revenues Are Skyrocketing, Thanks to High User Engagement
Keep the Creator Economy and Social Commerce Top of Mind
How to Incorporate TikTok Into a Marketing Strategy
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
TikTok’s highly engaged and ever-growing user base is more attractive than ever to UK marketers. To resonate with their audiences on the platform, brands’ marketing strategies should consider content first and foremost.
Topics
Social Media Ad Spending
Social Media Marketing
UK
Table of Contents
Executive Summary
Key Points
Ad Revenues Are Skyrocketing, Thanks to High User Engagement
Keep the Creator Economy and Social Commerce Top of Mind
How to Incorporate TikTok Into a Marketing Strategy
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

The TikTok train continues to gather steam, with growing user numbers, engagement rates, and ad revenues. But UK marketers have a lot to consider when marketing on TikTok—where catching the eye of users is an entirely different proposition than it is on other social platforms.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How big is the TikTok opportunity for marketers in the UK?
  2. What are some of the platform traits and trends that brands and marketers need to track?
  3. What should a TikTok marketing strategy look like?

WHAT’S IN THIS REPORT? Our forecasts for TikTok users, time spent, and advertising revenues, plus a look at some of the disruptive trends and what they mean for marketers building a TikTok strategy.

Social Networks: Average Time Spent by Users in the UK, by Platform, 2019-2024 (hrs:mins per day among users of each platform)
E-Mail ChartDownload

KEY STAT: UK adult TikTok users will spend an average of 49 minutes per day on the platform in 2022, well ahead of all other social network users.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Ad Revenues Are Skyrocketing, Thanks to High User Engagement
    1. Keep the Creator Economy and Social Commerce Top of Mind
    2. How to Incorporate TikTok Into a Marketing Strategy
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Social Networks: Average Time Spent by Users in the UK, by Platform, 2019-2024 (hrs:mins per day among users of each platform)Social Media Platforms that Social Media Users* vs. Marketers in Ireland and the UK Anticipate Using Most, Feb 2022 (% of respondents)
    UK TikTok Users, 2020-2026 (millions, % change, and % of population)Top 10 Mobile Apps Among UK Internet Users, Ranked by Reach and Time Spent, Jan 2022 (% reach and min:sec)
    UK TikTok Net Ad Revenues, 2021-2024 (billions, % change, and % of digital ad spending)Net Digital Ad Revenues in the UK, by Company, 2020-2024 (billions, % change, and % of digital ad spending)
    Select Channels on Which UK/US Marketers Anticipate Increasing Influencer Marketing Spending, Sep 2021 (% of respondents)Leading Channels Shopped During Black Friday Period 2021 According to UK Digital Shoppers, (% of respondents, Jan 2022)
    Social Platforms Used by UK Adults to Purchase a Product, by Generation, Q1 2022 (% of respondents in each group)

    Interviewed for This Report

    Kris Boger
    TikTok
    General Manager, Global Business Solutions, UK
    Interviewed July 6, 2022
    Emma Lacey
    Zefr
    Senior Vice President, Europe, Middle East, and Africa (EMEA)
    Interviewed June 9, 2022
    Oliver Lewis
    The Fifth
    CEO
    Interviewed June 16, 2022
    Josh Little
    Incubeta
    Social Director
    Interviewed June 21, 2022
    Antonia Lowe
    Tailify
    Lead Strategist
    Interviewed June 17, 2022
    Gerard Murnaghan
    Sprout Social
    Vice President and General Manager of International
    Interviewed June 9, 2022
    Matthew Woods
    AFK Group
    CEO and Co-Founder
    Interviewed June 14, 2022

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    authors

    Bill Fisher

    Contributors

    Paul Briggs
    Principal Analyst
    Jasmine Enberg
    Principal Analyst
    Angela Kim
    Senior Researcher