UK TikTok Marketing 2022

Content That Resonates Is Key to Success

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.


  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.

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.

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    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

    Interviewed for This Report

    Kris Boger
    General Manager, Global Business Solutions, UK
    Interviewed July 6, 2022
    Emma Lacey
    Senior Vice President, Europe, Middle East, and Africa (EMEA)
    Interviewed June 9, 2022
    Oliver Lewis
    The Fifth
    Interviewed June 16, 2022
    Josh Little
    Social Director
    Interviewed June 21, 2022
    Antonia Lowe
    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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    Bill Fisher


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