The Meteoric Growth of TikTok: Why Digital Marketers Can’t Ignore It Anymore
TikTok started as a quirky lip-sync app but has since evolved into a digital juggernaut. If you’re still treating it like a Gen Z playground, you’re already behind. With over 1.5 billion active users worldwide and an average session length that dwarfs most other social platforms, TikTok is where attention lives in 2024.
But what makes TikTok such a force, and more importantly, how can you as a digital marketer harness it effectively? Let’s break down the platform’s scale, its unique mechanics, and actionable strategies to integrate it into your marketing mix.
How Big Is TikTok, Really?
We’re not just talking download numbers (although, for the record, TikTok was the most downloaded app globally in 2023). The numbers go much deeper:
- Over 1.5 billion monthly active users, with significant penetration across Europe, North America, and Southeast Asia.
- Average user spends 95 minutes per day on the platform. That’s nearly triple the engagement of Facebook or Instagram.
- 90% of users log in daily, and 68% create content at least once per week.
- More than 60% of users are aged 25 or older—so no, it’s not just teens dancing anymore.
In terms of raw attention, TikTok now eats up more screen time than Netflix on mobile devices in several countries. Think about that: your ad or branded content could be right next to the next viral moment that reaches millions in a matter of hours.
But Wait… Isn’t TikTok Just for Entertainment?
That was the old narrative. Today, TikTok’s content spans multiple verticals, including finance, travel, SaaS, ecommerce, beauty, education, and more. The hashtag #LearnOnTikTok has billions of views. Why? Because the algorithm doesn’t care about follower counts; it cares about content resonance. A brand new account with one strong video can outperform an established Instagram presence overnight.
And when you realize that 40% of Gen Z now uses TikTok as a search engine, not Google, your SEO mindset needs to shift accordingly. TikTok is shaping discovery behaviors. If your product or service isn’t there—good luck.
The TikTok Algorithm: A Marketer’s Dream (and Challenge)
TikTok’s “For You Page” (FYP) is an algorithmic gold mine. Here’s what makes it unique—and what you can exploit:
- Interest-based targeting, not follower-based: Each video is assessed individually. A new video can gain millions of views regardless of your follower count.
- Micro-trends and virality loops: TikTok encourages remixing content via duets, stitches, sounds, and templates. The platform is inherently designed for viral reproduction.
- Engagement triggers: Watch time, replays, comments, shares, and even how quickly a user likes are all contributing signals.
In plain English: TikTok gives you a trial period with every piece of content. Perform well in that window, and you’re off to the races. Underperform, and the algorithm drops you like a bad habit.
TikTok vs. Traditional SEO: Rivals or Allies?
Let’s get tactical. If you’re into keyword research and content optimization (and if you’re reading this on SEO1Dollar.com, you probably are), you’ll appreciate this parallel: Ranking on TikTok is a lot like ranking on Google—but faster.
Instead of building backlinks and waiting months, TikTok videos can gain traction in hours. Use the native search bar to find related queries, check trending hashtags, and incorporate keyword-rich on-screen text and captions. The goal? Make your video indexable within TikTok’s internal search and appealing to the discovery engine.
Here’s a quick example: A client in the fitness coaching space published a 30-second video titled “3 mistakes killing your fat loss in your 30s.” The on-screen text matched TikTok search suggestions, and the caption included relevant hashtags. Within 48 hours, the video had over 120,000 views, 400 comments, and drove 800 new followers—and conversions followed.
Should Every Brand Be on TikTok?
Short answer: Not necessarily. But let’s be real—if you sell anything to a consumer under 45, you’re missing out by not testing that water.
Some industries are naturally better fits—beauty, fashion, fitness, food, personal finance. But even unexpected verticals like SaaS and B2B are beginning to carve niches by making content entertaining and informative. Think of it as top-of-funnel branding disguised as infotainment.
And the cost? Still low. CPMs are generally cheaper than Facebook or Google Ads, especially for organic-first content. The ad product itself is maturing fast, offering options like:
- Top View Ads (high-impact homepage takeovers)
- Branded Hashtag Challenges
- In-Feed Spark Ads (boosts of your organic content)
In plain terms: You don’t need $100K to play. You need a phone, a good script, and the appetite to experiment.
3 TikTok Marketing Strategies That Actually Work
Still wondering where to start? Here are three strategies used by brands I’ve worked with directly:
- Educational Shorts: Offer bite-sized tips or explainers related to your niche. Tie them to questions your audience is already Googling—or TikTok-searching.
- Document, Don’t Invent: Instead of polished narratives, show raw behind-the-scenes content. Package shipping, customer testimonials, or even your product development days resonate more than corporate videos.
- Jump on Trends (With Intent): You don’t have to dance. But adapting a trending sound or format to your domain can fast-track visibility. Just make sure the connection is clear and aligns with your brand tone.
Pro Tip: Treat that first 3 seconds like an H1 tag—it needs to hook. Start with a question, a surprising fact, or a bold statement. TikTok’s audience scrolls fast; earn your time.
How to Measure Performance without Obsessing Over Vanity Metrics
Yes, views are nice—but don’t stop there. Here’s what smart marketers actually track:
- Engagement Rate: Comments + shares per view = content quality signal.
- Click-Throughs in Bio: Are people visiting your site or landing page after watching?
- Follower Retention: If a viral video brings followers, are they sticking around?
- Attribution: Use UTM links in your TikTok link-in-bio tools (like Linktree or Beacons) to trace conversions.
The biggest trap? Optimizing only for virality. Viral doesn’t always equal valuable. Focus instead on content that moves someone through the awareness ➝ interest ➝ action funnel. Yes, even in 15 seconds.
Wrapping Up (Action Items Time)
Let’s cut through the noise. You don’t need to become a full-time content creator. You don’t need to hire a dance coach. You just need to acknowledge where the attention is going—and get your message in front of it.
Actionable next steps:
- Research 5 creators in your niche. Study what formats perform well.
- Create a simple 3-video test where you mix educational content, product demos, and trend hijacking.
- Add TikTok keyword research to your content planning. Tools like TikTok’s search suggestions or Trend Discovery help you spot content gaps.
- Track your success with the Engagement ➝ Clicks ➝ Conversions funnel model. Not just view counts.
Your competitors are no longer just bidding on keywords—they’re dancing (and educating) their way into your clients’ Explore feeds. Don’t let them get all the attention.
Create a small footprint on TikTok today. If the content hits, you scale. If not, you iterate. Either way, the platform is too big, too fast-growing, and too influential to ignore.
You want leverage? TikTok is where it lives, right now.