TikTok Marketing
Social MediaAlso: TikTok Ads · TikTok for Business · TikTok Organic
Quick definition
TikTok marketing uses the platform's short-form video format and discovery algorithm to reach audiences organically or through paid ads. Unlike other platforms, TikTok still delivers significant organic reach to non-followers.
Where it shows up in the data
What it actually means
TikTok's core difference is its discovery algorithm. On Instagram or Facebook, organic reach is heavily weighted towards your existing followers. On TikTok, a video from an account with 100 followers can reach 500,000 people if the algorithm decides the content is engaging. This is because TikTok distributes content based on watch behaviour signals — completion rate, replays, shares, comments — rather than follower graph. For brands, this means the quality and relevance of the content matters far more than the size of the account. The paid side (TikTok Ads Manager) operates similarly to Meta, with in-feed video ads, targeting by interest, behaviour and demographics and a standard bidding model.
TikTok is the last major platform where a brand with zero following can reach a million people with a single video. That window will not stay open forever.
The Australian context
TikTok reached 8.5 million monthly Australian users by 2024, with the fastest growth in 25 to 44 year olds — well past the teenage audience stereotype. Australian retail, food and beverage, home improvement and professional services brands have all found meaningful audiences. The platform is particularly effective for product demonstrations, behind-the-scenes content and anything that benefits from a visual walkthrough.
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About New Rebellion
New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.
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