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.

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.