Written by Emily Booroff, Beauty & Wellness Expert
Emily Booroff is a dynamic entrepreneur and the visionary founder of Social Climbers, a leading TikTok marketing agency dedicated to helping brands harness the power of the platform and drive real business growth.
TikTok has rapidly become a crucial platform for brand awareness, providing businesses with an opportunity to connect with audiences in a fresh and authentic way. Unlike traditional social media, TikTok thrives on creativity, trends, and organic engagement, making it an ideal space to showcase your brand’s personality.
Who’s on TikTok? Understanding the demographics
TikTok has a diverse user base, but it’s particularly popular among younger audiences:
Ages 18–24 make up the largest group, accounting for around 38% of users.
Ages 25–34 follow closely, representing about 32%.
Older users (35+) are increasing on the platform, creating new opportunities for brands targeting a wider audience.
Why TikTok stands out
Unlike other social platforms, TikTok rewards authenticity. The most successful brands aren’t just pushing sales, they’re engaging, entertaining, and relatable. Users want to see the real side of businesses, from behind-the-scenes moments to personal stories and challenges.
TikTok SEO: Getting found on the ‘for you’ page
TikTok’s search function is more powerful than ever. Here’s how to optimize for it:
Use trending and niche-specific keywords in captions, text on video, and hashtags.
Engage with popular sounds and trends, this increases visibility.
Create content people want to watch until the end, as watch time impacts ranking.
Encourage interaction; comments, shares, and saves boost discoverability.
Winning on TikTok: What really works
Connect with your customer: Speak their language, respond to comments, and build a community.
Be authentically you: Forget perfection; people love real, relatable content. EGC (employee-generated content) is winning right now, so get the whole team involved.
Expand your reach without trying: TikTok’s algorithm pushes your content to an average of 80% non-followers.
Share your journey: Storytelling wins. Customers love seeing the process, struggles, and wins of your brand.
Make it your own: Trends are great, but put your unique spin on them. Stand out by being different.
When done right, TikTok can be an incredible tool to build brand loyalty, grow your audience, and ultimately drive sales, all while having fun.
Need some help with your TikTok strategy? We can help. Drop us an email here.
Read more from Emily Booroff
Emily Booroff, Beauty & Wellness Expert
Emily Booroff is a dynamic entrepreneur and the visionary founder of Social Climbers, a leading TikTok marketing agency dedicated to helping brands harness the power of the platform and drive real business growth.
Her career began on the shop floor, building a deep understanding of the industry from the ground up, ultimately leading her to head a prominent international beauty business. This firsthand experience gives her a unique perspective on what truly drives consumer engagement and sales.
