Why TikTok Should Be a Core Piece of Your Marketing Mix (But Not the Only One)

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By Jonathan Riedel

In the rapidly evolving world of digital marketing, TikTok stands out as an undeniably powerful channel—but relying on it exclusively is a risky strategy. A comprehensive multichannel approach, anchored by platforms like TikTok and supported by other touch-points, is the smartest way to build long-term results. At Positive Digital Footprint, we help brands leverage TikTok effectively and integrate it into their broader marketing ecosystem.

1. The TikTok Opportunity: Key Demographics & Usage Data

Understanding the audience on TikTok is the first step toward determining how it fits into your strategy.

  • Globally, TikTok has around 1.59 billion monthly active users as of 2025. DemandSage+2Backlinko+2
  • In the U.S., it’s estimated to have 117.9 million monthly active users, which is about 32.9% of the U.S. population. Backlinko+1
  • Gender distribution tends toward a slight male lean: one source shows about 55.7% male, 44.3% female as of Feb 2025. Buffer+2Exploding Topics+2
  • Age breakdown shows a strong youth presence, but increasingly older cohorts:
  • Behavior:
    • 61% of TikTok users say they discover new brands on the platform. The Social Shepherd
    • According to Sprout Social, 36% of social-commerce purchases happened via TikTok among surveyed users in 2025. Sprout Social+1

What this means for marketers:

  • If you’re targeting younger audiences (Gen Z, Millennials), TikTok is essential.
  • If your target is older (35+), TikTok may still be relevant (especially as its user base broadens), but you’ll need to supplement with other channels.
  • TikTok is not just for awareness—it’s increasingly proving effective for product discovery and even commerce.

2. Why TikTok Alone Isn’t Enough: The Need for a Multichannel Approach

While TikTok offers high-reach and high-engagement opportunities, leaning solely on it has risks and limitations. A multichannel strategy mitigates those risks and amplifies your overall marketing impact.

A. Risk of Platform Saturation & Algorithm Changes

  • Platforms evolve rapidly; what works today may be less effective tomorrow.
  • TikTok’s algorithm is optimized for short-form, entertainment-driven content. If your brand always plays the same style, you may plateau.

B. Audience Lifecycle & Funnel Coverage

  • TikTok excels at awareness and discovery, but typically you’ll need other channels (e.g., search, display, email, direct response) to capture, nurture, convert, and retain.
  • Different customer segments behave differently. An older demographic might engage via YouTube, Facebook, or LinkedIn rather than TikTok.

C. Attribution & Insight Limitations

  • Multi-touch-point purchase journeys mean you’ll need to track how TikTok plays into larger funnels.
  • If you run only TikTok campaigns, you might miss how other channels support performance and skew your attribution.

D. Brand Resilience & Channel Diversification

  • If you stop spending or TikTok’s algorithm changes, you still want momentum from other channels.
  • A broad mix builds stronger brand equity, reduces dependence on one algorithm, and supports long-term growth.

3. How to Build a TikTok-Included Multichannel Strategy

Here’s how we at Positive Digital Footprint recommend structuring a campaign that includes TikTok as a key pillar—but not the only pillar.

Step 1: Define Your Audience & Funnel Objectives

  • What segments are you targeting (age, gender, location, interest)?
  • Where do they spend time? Is TikTok a primary platform for them?
  • Which stage of the funnel are you focusing on with TikTok (awareness, consideration, conversion)?
  • What other channels do they use (search, Instagram, YouTube, email)?

Step 2: Tailor Content to Platform, but Keep Branding Consistent

  • On TikTok: Use short-form, authentic, engaging clips — trending sounds, challenges, behind-the-scenes, quick tips. Ensure it feels native.
  • On other channels: Repurpose or adapt the TikTok content for longer form (YouTube), image-based (Instagram), or more direct call-to-action (search/display).
  • Use consistent brand identity, messaging and offer across channels — this creates recognition as users move through the funnel.

Step 3: Leverage TikTok for Discovery + Other Channels for Conversion

  • Use TikTok primarily to surface new audiences, drive interest, and build brand affinity.
  • Use search and display to capture intent-based users (e.g., folks actively searching for your product/service).
  • Use email/retargeting to nurture leads coming from TikTok and other channels.
  • Use analytics to track how TikTok → other channel journeys convert.

Step 4: Ensure Robust Tracking & Measurement

  • Set up UTMs, campaign parameters, cross-device tracking to see how users from TikTok engage across your website and other channels.
  • Use multi-touch attribution or incrementality testing to isolate TikTok’s contribution.
  • Review metrics by channel: Cost per impression, cost per click, cost per acquisition, lifetime value, cross-channel influences.

Step 5: Optimize & Iterate Across Channels

  • Monitor what type of TikTok content drives traffic, engagement, and ultimately conversions in other channels.
  • Identify high-performing cross-channel paths (e.g., TikTok ad → landing page → search remarketing → conversion).
  • Test variations: different creatives on TikTok, different landing pages, different offers.
  • Scale budget where you see strong cross-channel performance—not just within TikTok.

4. How Positive Digital Footprint Can Help

At Positive Digital Footprint, our expertise lies in crafting holistic campaign strategies that harness TikTok’s power and integrate it into a broader marketing stack. Here’s what we bring to the table:

  • Audience research: We analyze if TikTok is the right fit for your target market — and what other channels should run alongside it.
  • Creative strategy: We develop platform-specific assets (TikTok short-form, Instagram Reels, YouTube snapshots, search ad copy) while maintaining consistent brand messaging.
  • Channel integration: We map the entire user journey: TikTok discovery, search/remarketing capture, email/CRM nurture, conversion.
  • Tracking and analytics: We set up end-to-end measurement to ensure you know how TikTok and each other channel are contributing.
  • Optimization and scaling: We identify what’s working, scale smartly, avoid channel silos, and refine across the funnel.

5. Practical Tips ­for Your First TikTok-Inclusive Campaign

  • Start with a modest budget on TikTok (e.g., 10-20% of total ad spend) while building other channels in parallel.
  • Choose 1–2 clear performance metrics (e.g., cost per lead, cost per acquisition, ROAS) and align them across channels.
  • Use TikTok to test messaging and creative variants rapidly — what resonates with younger, video-native audiences?
  • Build a retargeting list of TikTok engagers and serve them ads on search/display/email to push toward conversion.
  • Align creatives across channels: e.g., TikTok video introduces problem/brand, search ads provide solution/offers, email retargets with special incentives.
  • Conduct a 30-day review: Evaluate full-funnel metrics (not just TikTok). Decide whether to scale TikTok, adjust budget mix, or expand to additional channels.

Conclusion

TikTok offers a massive and growing opportunity for brands to connect with engaged audiences, especially younger demographics. The stats speak for themselves:

  • Around 1.59 billion monthly global users in 2025.
  • More than one-third of U.S. population using TikTok monthly.
  • High potential for brand discovery and even direct conversion.

But using TikTok in isolation is insufficient. A smart, resilient strategy is multichannel—TikTok discovery, another channel for intent capture, another for nurture/retention. At Positive Digital Footprint, we specialize in integrating TikTok into this broader ecosystem, creating campaigns that perform now and scale over time.

If you’re ready to embed TikTok into a full-funnel, multichannel marketing plan, reach out to Positive Digital Footprint and let’s build a strategy that delivers beyond just likes and views—real business results.