At TikTok’s recent Agency Masterclass in London, one message was loud and clear: TikTok isn’t just an entertainment platform, it's a performance powerhouse. 

With over 36.5 million users in the UK, the platform is driving business impact.

Winning in the new era of TikTok

Attention! 

Everyone's attention spans are shortening. This means that content quality and grabbing attention are the new KPIs to focus on to succeed on TikTok. The platform thrives by driving trends and shaping consumer behavior, making it essential for brands looking to break through the noise.

Provide value, earn trust

Success on TikTok isn’t about pushing ads. It’s about providing value, whether through inspiration, entertainment, or education. This is why Creator Paid Ads (creator content in paid ad placements) are essential if you want to reach your desired audience with content that inspires them to convert, as it fits seamlessly into their feeds.

Culture shaping

From balletcore to viral beauty products, TikTok is defining culture every day. There are over 18 million videos under the hashtag #TikTokMadeMeBuyIt, proving the platform’s unique power to turn interest into influence and influence into action.

Stats you can’t ignore

Of course, the team at TikTok shared plenty of stats to back up their statements: 

• 58% of video impressions reach new audiences
• TikTok drives 3–4x ROAS compared to other channels
• 70% of sales driven by TikTok come from new customers
• 70% of users use TikTok to discover new products
• 74% of users research a product after seeing an ad on TikTok
• 34% will visit a store to find and purchase a product post-ad exposure
  
  

Despite this, Google often gets the "last click" for purchases, highlighting the need for omnichannel attribution that reflects TikTok’s full-funnel performance.

The real influencers

On TikTok, relevance beats reach. Success isn't about how many followers a creator has, it's about how resonant and trusted they are with their audience.

If you want to win with creators on TikTok you need to: 

1. Know their strengths: Watch their content, not just their numbers. 
2. Be transparent: Set clear briefs and communicate expectations.
3. Trust their vision: Let creators lead on creative concepts; they know their audience best.
4. Invest long-term: Ambassadorships and repeat creator partnerships drive sustained engagement.
5. Find your fit: Utilize platform tools like TikTok One for creator discovery.

Taking the stage

We were proud to have our Chief Client Officer, Georgia Goodwin, and Head of Paid & Partnerships, Chandni Fokeer, representing Digital Voices at the event, sharing how we position TikTok to clients that want to see strong business results with both organic and paid influencer content. 

Here are some of the highlights: 

• Engagement trumps follower count. Brands are shifting focus from vanity metrics to what drives results. Micro-influencers, with their deep audience connection, often outperform bigger names at the mid and lower funnel stages.
• Hyper-local = high impact. Our Shorty Award-winning DoorDash campaign proved that culturally relevant, community-focused content wins, as you can tailor to community preferences, events, and trends.
• Organic + paid = magic. When organic creator content meets strategic paid amplification, we see 122% higher view-through rates, 93% higher engagement rates, and 62% lower CPA..

Ultimately, TikTok doesn’t just mean trends; TikTok means business!

If you want to learn how you can drive business results on TikTok, reach out to us at hello@digitalvoices.com.