ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Oct 22, 2025

More authentic creator reviews nudge consumers to purchase

Article |
 Oct 22, 2025

Gen Z’s needs and fintechs’ offerings shake up consumer credit scoring

Article |
 Oct 22, 2025

How brands can stay ahead with creative agility

Article |
 Oct 22, 2025

Meta slashes AI research team to fast-track product rollouts

Article |
 Oct 22, 2025

LVMH weighs sale of Fenty Beauty stake

Article |
 Oct 22, 2025

YouTube Shorts’ screen time tracker reflects parental concerns about short-form video

Article |
 Oct 22, 2025

Social media strategists value UGC over AI

Article |
 Oct 21, 2025

How could ChatGPT's Instant Checkout reshape the retail environment

Article |
 Oct 21, 2025

Why performance is the new currency in influencer marketing

Article |
 Oct 21, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

UK TikTok Marketing 2023

Why TikTok Has Become a Must in the Marketer Media Mix

Report by Bill Fisher  |  Jul 25, 2023
Download
Report
Executive Summary
Share
Table of Contents
Executive Summary
TikTok ties Netflix and beats YouTube in engagement.
TikTok’s appeal is only growing.
TikTok ad spend is growing faster than spending on other social platforms.
How do TikTok’s ad formats stack up against the competition?
TikTok commerce has potential in the UK.
Sources
Media Gallery
About This Report
TikTok users are highly engaged. In fact, they’re more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.
Topics
Social Media Ad Spending
Social Media Marketing
United Kingdom
Table of Contents
Executive Summary
TikTok ties Netflix and beats YouTube in engagement.
TikTok’s appeal is only growing.
TikTok ad spend is growing faster than spending on other social platforms.
How do TikTok’s ad formats stack up against the competition?
TikTok commerce has potential in the UK.
Sources
Media Gallery

TikTok has been high on UK marketers’ agenda for a while, but our most recent forecast indicates that they should focus on it even more. TikTok’s audience is more engaged than those on long-established digital video platforms like YouTube, and engagement has even caught up with that of Netflix.

Key Question: Where should TikTok sit in UK companies’ marketing and commerce strategies?

KEY STAT: TikTok users will spend almost an hour on the platform per day this year, which is roughly equivalent to two full-length TV shows. That’s the same amount of time Netflix users will spend on the digital video platform.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

1chart

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. TikTok ties Netflix and beats YouTube in engagement.
  3. TikTok’s appeal is only growing.
  1. TikTok ad spend is growing faster than spending on other social platforms.
  2. How do TikTok’s ad formats stack up against the competition?
  3. TikTok commerce has potential in the UK.
  1. Sources
  2. Media Gallery

Charts in This Report

Have UK Digital Buyers Made a Purchase via Select Social Media Platforms in the Past Month? (% of respondents, April & June 2023)

authors

Bill Fisher

Contributors

Iwona Drapala
Senior Forecasting Analyst
Jasmine Enberg
Principal Analyst
Jennifer Merritt
Vice President, Content
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+