Marketing is all about being where your audience spends their time, and in 2025, that’s increasingly on TikTok.
What started as a platform for quirky dance trends has evolved into a serious player in the advertising world, offering brands an unparalleled way to connect with their audiences. But it’s more than just the numbers; it’s about how the platform redefines engagement and creativity for brands willing to adapt.
With over a billion active users globally and ad revenue that’s outpacing even some established platforms, TikTok has solidified itself as a must-have in the modern marketing mix. The question CMOs need to ask isn’t if they should invest in TikTok, but how to effectively tap into its potential to stay ahead of the curve.
The Evolution of Consumer Behaviour
This shift is driven by a dramatic evolution in consumer behaviours. TikTok is not just riding this wave; it’s shaping it.
Gen Z and Millennials, key drivers of purchasing decisions, are abandoning traditional media like linear TV in favour of platforms that prioritise quick, immersive, and interactive content.
TikTok’s success lies in its ability to capitalise on the micro-moment, where users find entertainment, discovery, and utility within seconds.
The platform’s unique algorithm doesn’t just surface content; it predicts desire, keeping users hooked by serving hyper-relevant videos tailored to their preferences. This algorithmic mastery is a goldmine for brands that can position themselves as part of this discovery journey.
And it’s not just the younger generations anymore. With more than 30% of TikTok’s user base now over the age of 30, the platform’s audience is diversifying rapidly. For brands, this isn’t just a trend; it’s a roadmap to where consumer attention is being spent, and where it’s likely to stay.
TikTok as a Growth Driver for Brands
TikTok isn’t just another social platform; it’s a cultural phenomenon where brands can go from zero to hero overnight. But turning attention into measurable growth requires a calculated, multi-pronged strategy. Let’s break it down:
1. Paid Performance
Success on TikTok Ads is about more than just getting noticed, it’s about blending in while standing out. TikTok users are savvy; they sniff out traditional ads instantly. To truly thrive, your paid campaigns need to feel like an organic part of the feed while subtly guiding users toward conversion.
• Ad Formats That Work: TikTok offers unique ad formats that feel native to the platform. In-Feed Ads should mimic user-generated content (UGC), shoot vertically, add captions, and follow trending aesthetics, memes and sounds. Spark Ads let you boost organic content from creators, amplifying authentic messages to a wider audience. For brands looking to create immersive experiences, Branded Effects or AR Filters can supercharge engagement by encouraging user participation.
• The Creative Edge: Ads that succeed on TikTok mirror its chaotic charm. Use fast cuts, trending audio, and relatable storytelling. For example, instead of a generic product demo, show the product in action during a trending challenge or funny scenario - this keeps users engaged while driving intent.
2. Organic Social
TikTok’s culture is unfiltered, playful, and human. To win organically, your brand needs to become part of the conversation, not a disruptor.
• Cracking TikTok’s Voice: Forget corporate jargon and polished visuals. Your content needs to lean into TikTok’s vibe - raw, off-the-cuff, and occasionally even self-deprecating. Duolingo’s quirky mascot, Currys hilarious skits and Gymshark’s relatable gym fails are prime examples of how to use humour and relatability to build a loyal following.
• Leverage TikTok’s Editing Suite: TikTok’s native tools, like transitions, text overlays, and effects, are there for a reason. Using these tools makes your content feel native and boosts its algorithmic performance. They'll blend in better with the platform (and not stick out like ads), so use them!
Don’t overthink production, focus on storytelling and timely execution.
• Consistency Is Key: TikTok rewards regular posting. Develop a content calendar centred around trends, brand moments, and audience insights. Experiment with different formats, educational tips, behind-the-scenes footage, or duets with user content.
3. Viral Hacking
TikTok’s algorithm is a meritocracy of engagement, meaning any video has the potential to go viral. But viral success isn’t just accidental. It’s engineered.
• Trendspotting: Keep a close eye on your FPY and monitor trending hashtags to spot viral opportunities early. Jumping on trends is about timing - get in early before they peak, and tailor them to your niche. For example, if a trending audio aligns with your brand’s personality, act fast to incorporate it creatively. Better yet, let the experts do it for you.
• User-Generated Content (UGC): Authenticity wins on TikTok, and UGC is the holy grail of authentic content. Partner with micro-influencers or encourage your customers to share their experiences using branded hashtags or challenges. You could even reward participation with giveaways or shoutouts to foster community.
• The Hook Factor: TikTok is a ruthless platform where users decide in seconds whether to scroll past or stay. Master the art of the hook - use bold text overlays, ask questions, or start with a shocking or relatable statement to grab attention instantly. This is huge! (We have a document with over 1500 different hooks!)
Why CMOs Must Act Now
TikTok is still in a phase where the value it offers outweighs the cost, but this won’t last forever. Right now, brands have the chance to capitalise on lower ad prices and strong organic reach, but as more businesses move in, competition will naturally increase.
Acting now allows you to build a foundation while the platform is still evolving, giving you a chance to experiment, learn what resonates with your audience, and refine your strategy.
Waiting too long could mean higher costs and missed opportunities to establish a meaningful presence early.
Remember, TikTok’s growth has been nothing short of phenomenal in recent years. In the U.S. alone, the platform reached 102.3 million users in 2023, with projections indicating this number will climb to 121.1 million by 2027.
What should I do?
For CMOs looking to make TikTok a cornerstone of their 2025 strategy, partnering with the right team can make all the difference.
TikTok’s unique ecosystem requires more than just jumping on trends or repurposing content from other platforms - it calls for a strategic approach that blends creativity, data, and deep platform expertise.
This is where we come in.
At Growthcurve, we’ve helped brands not only get started on TikTok but thrive on it. We know the platform isn’t like any other. It’s fast-paced, trend-driven, and thrives on authenticity.
Our approach ensures your brand not only finds its voice on TikTok but also makes a measurable impact.
