TikTok Isn’t Just Another Platform. It’s the One You’re Missing.

TikTok’s Reach You Can’t Ignore

The myth is that all social platforms overlap. Run one ad set across Meta, YouTube, and TikTok, and you’re hitting the same people, right? Wrong.

TikTok brings in audiences you simply can’t find anywhere else:

85% of TikTok users aren’t on Threads

83% aren’t on X

80% aren’t on Pinterest

Even Instagram, the supposed twin, overlaps with less than half

This isn’t about throwing another channel into the mix. It’s about tapping into genuinely new eyeballs. If your campaigns ignore TikTok, you’re paying twice for the same recycled audience on other platforms.

Gen Z Has Claimed It (and They’re Not Sharing)

Every brand is talking about Gen Z, but few are showing up where they actually live.

There are 3.3x more Gen Zs on TikTok than on other digital platforms. And unlike Meta, where Gen Z is either lurking or logging out, TikTok is where they actually engage.

More than that, TikTok users spend 1.8x more time on social media compared to everyone else. That’s not just “higher engagement.” That’s a structural shift in attention. When someone spends that much more time in one feed, your chance of being remembered multiplies.

This is why TikTok isn’t a “maybe one day” channel. It’s the channel shaping culture today.

TikTok vs. TV: The Generational Gap You Can’t Bridge Without It

The numbers tell the story:

18–24s: TikTok reaches 68% of this audience, while TV reaches 45%. That’s a +23pp lead for TikTok.

25–34s: TikTok reaches 65%, TV just 42%. Again, TikTok leads by +23pp.

35–44s: The balance starts to shift. TikTok reaches 41%, while TV sits higher at 52%. That’s an -11pp gap.

45+: TV owns this group. TikTok reaches 28%, compared to TV’s 64%. A -36pp deficit.

The takeaway is sharp:

Under 35? TikTok isn’t just competitive with TV, it’s winning.

35–44? It’s closer, but TV edges out.

45+? TV still dominates, but that audience is ageing up.

If your brand is relying purely on TV, you’re speaking to yesterday’s audience. If you want growth today, and in the future, TikTok is non-negotiable.

Why TikTok Matters for Brands

Unique Reach = Growth

Most platforms stack on top of each other. TikTok expands your pie. If you want actual growth, not just re-targeted impressions, this is where you get it.

Cultural Relevance Starts Here

What happens on TikTok spills everywhere else, Instagram, YouTube, even the nightly news. TikTok isn’t just a platform; it’s a source code of culture. If you’re not visible here, you’re invisible in the wider conversation.

Content That Actually Performs

Forget the glossy brand ad. TikTok rewards content that feels native to the feed.

Basic product demo videos regularly outperform high-production spots.

It’s hard for brands to be funny, but it’s easy to be playful.

This is where brands win, by leaning into authenticity, not polish.

Early Movers Win Big

TikTok’s ad platform is still underpriced compared to Meta and YouTube. That won’t last. The brands learning how to build ecosystems here today will be untouchable once the platform matures and costs rise.

The Bottom Line

TikTok isn’t just another box to tick. It’s the channel driving culture, owning Gen Z, and delivering reach other platforms can’t touch. If you’re not here, your brand won't grow into new markets.

FAQs

Is TikTok really worth the effort?

Yes. Ignoring it means ignoring audiences you literally cannot reach anywhere else.

Do I have to pull budget from other channels?

Not necessarily. Think of TikTok as expansion, it plugs the gaps that Meta, YouTube, and TV leave open.

But my audience isn’t Gen Z…

True, but Gen Z drives what Millennials and even Gen X buy. Ignore them, and you’re missing influence that cascades upward.

Can I just repost my Instagram ads?

You can. They’ll flop. TikTok punishes repurposed creative. The format thrives on content made for the feed.

Does this scale for smaller brands?

Absolutely. TikTok’s targeting and algorithm mean small budgets can still reach the right audience with the right content.