Advertisement 14 January 2025
Should You Advertise on TikTok in the UK in 2025?
TikTok has undeniably reshaped the digital landscape with its engaging short videos and massive global user base. However, despite its meteoric rise, businesses in the UK should carefully evaluate whether it’s the right platform for their advertising campaigns in 2025. For many, alternatives like Google and Meta (Facebook and Instagram) may offer more reliable and targeted advertising opportunities. Here’s why:

1. Risk of a Potential TikTok Ban
One of the most pressing concerns for businesses considering TikTok as an advertising platform is the potential for regulatory action. In 2024, discussions about banning TikTok intensified in the United States due to national security concerns over its ties to the Chinese government. If such a ban occurs, there is a strong likelihood that similar actions could follow in the European Union and the UK, disrupting access to the platform for millions of users.
For advertisers, this creates significant uncertainty. Investing in building a presence on TikTok could result in wasted resources if the platform becomes inaccessible overnight. Google and Meta, by contrast, are established and stable platforms with far fewer regulatory risks, offering businesses a safer long-term investment for their ad spend.
2. Limited Target Audience: Predominantly Young Users
TikTok’s user demographics skew heavily towards younger audiences, with the majority of its users in the UK aged between 15 and 24. While this makes TikTok a valuable platform for brands targeting Gen Z, it’s a significant limitation for businesses whose products or services cater to broader or older demographics.
In contrast, Google and Meta provide access to a much wider and more diverse audience. Facebook and Instagram, for instance, have robust targeting tools that allow advertisers to reach users across various age groups, interests, and behaviors. Google Ads, with its powerful search intent targeting, ensures your ads are seen by users actively looking for products or services like yours, regardless of their age.
3. Less Mature Advertising Platform
While TikTok has made strides in developing its advertising tools, it still lags behind Google and Meta in terms of sophistication and versatility. TikTok’s ad platform can be less intuitive, and its targeting options are more limited. Moreover, the platform’s focus on quick, entertaining content may not always align with the goals of businesses seeking to convey more complex or detailed messages.
Google’s search and display networks offer unparalleled precision in targeting users based on their search queries, location, and online behavior. Meta’s ad ecosystem is also highly developed, providing advanced analytics and retargeting options to optimize campaigns and ensure the best possible return on investment.
4. Challenges in Measuring ROI
Another drawback of TikTok advertising is the difficulty in tracking and measuring return on investment (ROI). Unlike Google, where conversion tracking is deeply integrated, or Meta, which offers comprehensive insights into campaign performance, TikTok’s analytics tools can feel limited. This makes it harder for businesses to gauge the effectiveness of their campaigns and make data-driven decisions.
Conclusion: Why Google and Meta Are Safer Bets
For UK businesses in 2025, advertising on TikTok comes with significant risks and limitations. Between the looming threat of regulatory action and a narrow user demographic, it’s a platform best suited for brands targeting younger audiences and willing to navigate its uncertainties. For those seeking a more stable, versatile, and measurable advertising solution, Google and Meta remain the go-to platforms. Their robust tools, broad audience reach, and proven track records ensure that your advertising budget is spent wisely and delivers the results you need to grow your business.