UK TikTok Marketing 2023

Why TikTok Has Become a Must in the Marketer Media Mix

Report by Bill Fisher  | UPDATED: Dec 22, 2023
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Executive Summary
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Table of Contents
Executive Summary
TikTok ties Netflix and beats YouTube in engagement.
TikTok’s appeal is only growing.
TikTok ad spend is growing faster than spending on other social platforms.
How do TikTok’s ad formats stack up against the competition?
TikTok commerce has potential in the UK.
Sources
Media Gallery
About This Report
TikTok users are highly engaged. In fact, they’re more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.
Topics
Social Media Ad Spending
Social Media Marketing
United Kingdom
Table of Contents
Executive Summary
TikTok ties Netflix and beats YouTube in engagement.
TikTok’s appeal is only growing.
TikTok ad spend is growing faster than spending on other social platforms.
How do TikTok’s ad formats stack up against the competition?
TikTok commerce has potential in the UK.
Sources
Media Gallery

TikTok has been high on UK marketers’ agenda for a while, but our most recent forecast indicates that they should focus on it even more. TikTok’s audience is more engaged than those on long-established digital video platforms like YouTube, and engagement has even caught up with that of Netflix.

Key Question: Where should TikTok sit in UK companies’ marketing and commerce strategies?

KEY STAT: TikTok users will spend almost an hour on the platform per day this year, which is roughly equivalent to two full-length TV shows. That’s the same amount of time Netflix users will spend on the digital video platform.

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Table of Contents

  1. Executive Summary
  2. TikTok ties Netflix and beats YouTube in engagement.
  3. TikTok’s appeal is only growing.
  1. TikTok ad spend is growing faster than spending on other social platforms.
  2. How do TikTok’s ad formats stack up against the competition?
  3. TikTok commerce has potential in the UK.
  1. Sources
  2. Media Gallery

Charts in This Report

Have UK Digital Buyers Made a Purchase via Select Social Media Platforms in the Past Month? (% of respondents, April & June 2023)

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First Published on Jul 25, 2023

authors

Bill Fisher

Contributors

Iwona Drapala
Senior Forecasting Analyst
Jasmine Enberg
Principal Analyst
Jennifer Merritt
Vice President, Content