77% of UK consumers discover small businesses on TikTok – research

Short video platform TikTok has conducted a new study with its users and SMB advertisers across European countries including the United Kingdom, in order to understand how its platform helps them reach their target audiences. The ByteDance-owned company found that 77% of users in the UK said they first learned about small businesses on TikTok before seeing them elsewhere, and 47% reported TikTok is the platform they most frequently use to interact with SMBs

After discovering them, 79% of them said that they have or would check out further information, and 35% said they have made a purchase from them. In addition, 88% said that small businesses’ content on the platform encouraged them to shop more from local businesses.

The study also revealed that small businesses are quite satisfied with TikTok too, with 73% saying it has helped them reach new customers. Meanwhile, 42% of those that run ad campaigns on the platform said it has helped them bring more results from their ad spend, and 34% said they have seen a growth in sales.

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Lastly, 81% of small businesses in the United Kingdom think TikTok advertising allows them to think outside the box, while 82% said having a presence on TikTok helps them showcase their brand’s personality.

“SMBs on the platform are embracing TikTok and sharing their stories from their workshops and storefronts, bringing brand personality that communities want to engage with,’’ said Lisa Friedrich, Head of SMB, EMEA at TikTok. “TikTok’s creative tools make it easy to quickly create fun, authentic and engaging content that drives real world results for SMBs, with some even selling out their products thanks to the communities they’ve become a part of,” she added.

TikTok also started testing live-shopping in the United Kingdom last year in order to boost its e-commerce offerings. While the company reportedly didn’t get its desired results in the UK market, it’s now getting ready to launch live-shopping in the US through a partnership with TalkShopLive, sources familiar with the matter said.