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Authenticity in the Digital Age — How Small Businesses Leverage Vulnerability on TikTok

Let me start by saying that I’m not a fan of Tiktok. However, I’m open-minded enough to know that my personal feelings don’t amount to a hill of beans when it comes to commerce.

TikTok Power

Here are some 2024 statistics on the power of marketing on TikTok:

1. TikTok’s user base continues to grow rapidly
2. As of 2024, TikTok has over 1.8 billion monthly active users worldwide. (Business of Apps, 2024)
3. 47% of TikTok users have purchased a product after seeing it on the platform. (TikTok Marketing Science, 2024)
4. Engagement rates outperform other social platforms
5. The average engagement rate on TikTok is 5.96%, significantly higher than Instagram (0.67%) and Facebook (0.15%). (Influencer Marketing Hub, 2024)
6. TikTok users spend an average of 95 minutes per day on the app. (Statista, 2024)
7. Authenticity-driven content performs best
8. 76% of users say they trust brands more when they share unfiltered, behind-the-scenes content. (TikTok for Business, 2024)
9. 78% of consumers prefer to buy from brands that share their real struggles and journey. (HubSpot, 2024)

TikTok fuels small business success:

• Over 67% of small businesses on TikTok say the platform has helped them reach new customers they wouldn’t have found otherwise. (TikTok Small Business Report, 2024)
• 92% of TikTok users take action (like visiting a website or making a purchase) after seeing a product in a TikTok video. (TikTok Marketing Science, 2024)

User-generated content drives brand growth:

• UGC-based ads on TikTok drive 29% higher conversion rates compared to traditional ads. (Hootsuite, 2024)
• Brands that leverage TikTok trends see 3x more engagement than those using static ad content. (Social Media Examiner, 2024)