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I first downloaded TikTok during college to scroll through comedy and pop culture discourse. But then, as I grew as a marketer, I started seeing some serious potential everywhere. And I’m not the only one who noticed.
TikTok has evolved beyond just dance trends and viral challenges into a genuine powerhouse for brands connecting with audiences authentically. And don‘t just take my word for it — we’ve surveyed over 1,000 social media marketers to bring you data-backed insights on how TikTok is reshaping the marketing landscape.
In this article, I’ll share the latest of our 2025 State of Social findings to help give your brand or business TikTok profile the visibility it deserves.
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What started as a platform many marketers dismissed as “just for teens” has evolved into one of the most important channels in our digital marketing arsenal.
And the numbers don’t lie. Our research shows that 56% of social media marketers are now using TikTok, making it one of the top five most-used platforms alongside Instagram (76%) and YouTube (79%).
It’s so impressive to me when I reflect on the progress of other trending social sites. Unlike the slow adoption we saw with platforms like Snapchat in the marketing world, TikTok has managed to overcome initial skepticism and cement itself as a marketing essential in record time. I believe this rapid acceptance comes down to one thing: results.
TikTok isn‘t just popular — it’s effective. Marketers report that TikTok is a top performer across key metrics:
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