New Kid On The Block: Why TikTok Is The Next Stop For Brands And Influencers

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Video has already transformed the marketing landscape and continues to evolve in exciting new directions. It comes as no surprise that 80% of video marketers report increased sales, making them 95% more likely to allocate their marketing budgets to video campaigns.

With video remaining a dominant topic among marketers, many experts are now turning their attention to TikTok. Why? Brands and influencers alike have discovered that the platform allows them to boost campaigns through ads while simultaneously building awareness and fostering genuine community engagement. These capabilities have made TikTok an attractive destination for promotion and sales.

Let’s explore whether TikTok represents the next strategic move for brands. First, a quick look at its origins.

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The Origins of TikTok

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Exported from China in 2017, TikTok began as the app Douyin. It shared the same core appeal as Musical.ly — an intuitive platform that enabled young users to create short videos lip-syncing to songs and sound bites, essentially functioning as a digital karaoke machine. Musical.ly and the original TikTok later merged, forming the foundation of today’s platform.

Now one of the fastest-growing social media networks, TikTok has evolved into a space for uploading original videos across countless genres. The app’s rapid rise has caught the attention of brands eager to reach discount influencers with broad audiences. Yet questions remain about whether the investment delivers real value. TikTok still carries an air of mystery as the primary home of Gen Z.

Let’s take a closer look at this dynamic platform and compare it with Instagram, its main rival in the influencer space.

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Demographics

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TikTok boasts impressive scale. Latest data reveals around 800 million registered users worldwide, representing a vast potential audience. It is worth noting, however, that approximately 15% of these users are based in China, with a significant share also located in South East Asia.

Despite this geographic concentration, the platform now counts over 20 million monthly active users in the United States alone and continues to expand rapidly across the Western world — making 2026 an opportune moment for brands to invest.

While older demographics have gravitated toward Facebook and Instagram, TikTok’s user base remains overwhelmingly concentrated in the 16–24 age range, accounting for roughly 70% of users. Reaching Generation Z has traditionally been challenging, which makes TikTok an exceptionally valuable channel for brand promotion.

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The Content

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From a marketing standpoint, TikTok’s content model offers unique advantages. Originally built around lip-syncing, the platform has always centered on user-generated video. For brands targeting younger audiences, this authentic, DIY style of content provides an ideal foundation for building credibility and driving engagement.

Moreover, TikTok’s algorithm enables creators to grow into influencers regardless of their starting follower count — whether they have 100 or 100,000 followers. The feed format encourages addictive scrolling, and any piece of content that resonates can propel its creator to wider visibility. Brands simply need to integrate relevant hashtags to participate in these conversations.

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Going Viral

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The format delivers clear benefits: engaging content can achieve viral reach on a comparatively modest budget. TikTok’s emphasis on user-generated material also gives brands an immediate sense of authenticity, in contrast to Instagram’s more polished aesthetic.

Success, however, requires adapting to the platform’s native style. Calvin Klein’s experience illustrates the risk of missteps — the brand brought in high-profile talent such as Shawn Mendes, yet attracted only 10,000 followers because users craved genuine, relatable content rather than traditional celebrity endorsements.

In contrast, GymShark launched its TikTok account in 2018 and quickly connected with users through well-executed hashtag challenges. Within two years the brand had reached nearly 2 million followers on a relatively modest marketing budget. When used correctly, TikTok clearly offers brands a powerful next step.

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Instagram Vs TikTok

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Instagram remains the established home of influencers, so how does TikTok measure up? As noted, TikTok excels at authenticity and connecting with younger audiences. One limitation is that brands cannot yet sell directly on TikTok, whereas Instagram’s shoppable tags streamline revenue generation.

Although TikTok has not yet integrated shopping features, the platform may introduce them soon. For now, it remains a thriving ecosystem of creative content worth exploring.

Another notable difference is the speed at which creators can gain traction. TikTok stars often accumulate massive followings seemingly overnight. Charlie D’Amelio, for example, has attracted more than 15 million followers, many under 18. This rapid rise highlights TikTok’s strength with younger demographics compared with Instagram’s broader appeal to adult users.

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Can Marketing Make It With TikTok?

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The short answer is yes. Here’s why.

While YouTube maintains a strong position in categories such as toys, TikTok is rapidly gaining ground. Toy companies like KiwiCo have already reported sales increases after targeting children under 14, particularly following school closures and restrictions on family-friendly venues that began in March 2020 due to COVID-19.

Here are several effective ways brands can market on TikTok:

In-Feed Videos

In-feed videos can be deployed as paid ads or shared organically from a brand’s own TikTok channel. These videos can run up to 15 seconds, though shorter 9-second clips work well for paid placements.

Speaking of paid advertising…

Paid Ads

Although paid advertising on TikTok is still evolving, the platform recommends several formats to minimize user resistance:

• In-feed native video (discussed above)
• Brand takeovers
• Lens effects (2D, 3D, and AR)
• Hashtag challenges

Influencer Marketing

Influencer marketing is widely regarded as one of the most effective approaches on social media and has already gained strong traction on TikTok. Because it feels more authentic than traditional ads, it tends to generate less negative feedback. Brands can tap into established audiences without building their own follower base from scratch.

To succeed, partner with influencers whose values align with your brand. A well-crafted creative strategy allows these creators to authentically introduce your products to both their followers and yours. Tracking key metrics throughout the campaign helps measure brand loyalty and overall impact.

Hashtag Challenges

Hashtags are just as powerful on TikTok as on other platforms. Users frequently create and participate in challenges that encourage others to record and share their own versions, generating widespread views and publicity.

The process is straightforward:

1. A creator launches a challenge, typically prefixed with a hashtag.
2. They invite others to participate.
3. Participants upload their own videos completing the challenge.

With these tools at their disposal, TikTok is increasingly competitive with YouTube as a marketing channel — another compelling reason for brands to get involved.

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The Verdict

After examining the evidence, TikTok clearly represents the next strategic step for brands seeking to scale their marketing efforts. Powered by video, both Instagram and TikTok will continue to compete in the influencer and content-creation space. Yet TikTok may prove especially valuable for achieving authentic promotion and building lasting brand loyalty.

The platform is here to stay and offers compelling ROI for brands that understand how to leverage it. By embracing user-generated content and well-crafted hashtag campaigns, your brand can achieve viral success.

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