61% of B2B Marketers Use TikTok: Survey Results

If you haven’t downloaded TikTok or learned any popular dance moves since the platform’s release in 2016, then you’re probably in the minority. The app has skyrocketed in popularity, with more than 1 billion active usersaccording to Hootsuite — and that number doesn’t look like it’s going down anytime soon.

But just because people are head over heels for the social media app doesn’t mean it’s a completely essential marketing platform for advertising professionals to implement into their social strategy. The application has suffered from privacy issues in recent years because of its propensity to collect users’ personal data. But has that stopped brands from using the social media platform?

We wanted to see how marketers feel about TikTok and whether the social sensation is a tactful (and safe) place to post branded content. To answer our burning questions, we conducted a survey that was sent to and answered by 100 B2B digital marketing professionals – with surprising results.

Here’s what we discovered:

Key Findings:

1. TikTok has been widely adopted by many companies as part of their marketing strategy, even with potential safety issues present. 61% of respondents said their company has a TikTok channel. The other 39% people claimed the main reason their business doesn’t use the platform is that the app’s demographics don’t match their target audiences.
2. While there are several reasons why companies use TikTokthe most common being to expand reach and promote brand...