Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

UK TikTok Marketing 2022

Content That Resonates Is Key to Success

About This Report
TikTok’s highly engaged and ever-growing user base is more attractive than ever to UK marketers. To resonate with their audiences on the platform, brands’ marketing strategies should consider content first and foremost.
Table of Contents

Executive Summary

The TikTok train continues to gather steam, with growing user numbers, engagement rates, and ad revenues. But UK marketers have a lot to consider when marketing on TikTok—where catching the eye of users is an entirely different proposition than it is on other social platforms.


  1. How big is the TikTok opportunity for marketers in the UK?
  2. What are some of the platform traits and trends that brands and marketers need to track?
  3. What should a TikTok marketing strategy look like?

WHAT’S IN THIS REPORT? Our forecasts for TikTok users, time spent, and advertising revenues, plus a look at some of the disruptive trends and what they mean for marketers building a TikTok strategy.

KEY STAT: UK adult TikTok users will spend an average of 49 minutes per day on the platform in 2022, well ahead of all other social network users.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


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

7expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Ad Revenues Are Skyrocketing, Thanks to High User Engagement
    1. Keep the Creator Economy and Social Commerce Top of Mind
    2. How to Incorporate TikTok Into a Marketing Strategy
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Kris Boger
    General Manager, Global Business Solutions, UK
    Interviewed July 6, 2022
    Emma Lacey
    Senior Vice President, Europe, Middle East, and Africa (EMEA)
    Interviewed June 9, 2022
    Oliver Lewis
    The Fifth
    Interviewed June 16, 2022
    Josh Little
    Social Director
    Interviewed June 21, 2022
    Antonia Lowe
    Lead Strategist
    Interviewed June 17, 2022
    Gerard Murnaghan
    Sprout Social
    Vice President and General Manager of International
    Interviewed June 9, 2022
    Matthew Woods
    AFK Group
    CEO and Co-Founder
    Interviewed June 14, 2022


    Bill Fisher


    Paul Briggs
    Principal Analyst
    Jasmine Enberg
    Principal Analyst
    Angela Kim
    Senior Researcher
    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