TikTok is not the first network a consultant thinks of. Yet it is a feed that recommends videos to people who don’t know their author yet.
We read what TikTok publishes, and what independent studies say about it, on 15 October 2026. Here is what they say, and what they don’t. For maximum lengths, see How long should a short be?; to compare TikTok with the other platforms, Shorts vs Reels vs TikTok.
Who is on TikTok?
TikTok belongs to ByteDance. In its seventh transparency report on content moderation in Europe, published on 31 August 2026, it says it reaches “189 million people across the European Union every month”. That is a regional figure covering twenty-seven countries, and we found no recent worldwide figure on TikTok’s own site.
To see who is behind the number, you have to leave TikTok. The Pew Research Center survey, run from 5 February to 18 June 2025 among US adults and published on 20 November 2025, gives:
- 37% of US adults use TikTok;
- 63% of 18-to-29-year-olds, 44% of 30-to-49s, 30% of 50-to-64s and 12% of those 65 and older;
- 29% of college graduates, against 40% of adults with a high school education or less;
- 30% of households earning $100,000 or more, against 42% of those earning under $30,000.
These figures are American. They say that in the US, TikTok is used mostly by the young, and less by college graduates than by other adults. They say nothing about how many of your clients are there.
How video lives there
On TikTok everything is video, and full-screen vertical video is the native format. Discovery runs through the “For You” feed. In its explanation of that feed (June 2020), TikTok says recommendations rest on:
- interactions: videos liked or shared, accounts followed, comments posted, content created;
- video information: captions, sounds, hashtags;
- device and account settings (language, country, device type), which weigh less because users don’t express them as a preference.
That text dates from 2020: read it as the principle, not as today’s recipe. TikTok doesn’t say how much each signal weighs. What remains useful is this: the accounts that follow you are only one signal among several.
TikTok and decision-makers: what the network says about itself
The only data we found on B2B buyers comes from TikTok. In its 2024 B2B playbook it writes that 66% of company decision-makers on TikTok say they use it to discover or learn about business products, software or services. The document’s footnote gives the source: a TikTok study run in the United States in February 2023 among 759 adults who identify as IT decision-makers at companies of 50 employees or more.
Read that sentence with care. The study is the ad seller’s own, it covers American IT decision-makers, and it counts only those already on TikTok. It does not say how many decision-makers are on TikTok. As far as we know, no independent study backs it up.
What TikTok can do for an expert
Get you known. Because the feed recommends videos to strangers, a short can reach someone who would never have searched your name. That helps a freelancer who is starting out or changing target.
Show who you are. A 30-to-90-second answer, said out loud and taken from a call, gives an impression of a real person that text doesn’t. It is the same passage as on LinkedIn, unchanged.
Cost little once the short exists. If you already have a captioned vertical short, posting it on TikTok takes a different text, not a different edit.
What doesn’t work there
- The brochure voice. A video that announces “our offer” gets swiped away. A real answer to a real question doesn’t.
- Expecting a quick sale. TikTok makes you known; no published data tells how many contracts come out of it.
- Missing captions. Without text on screen, the subject is unreadable when the sound is off; see Video captions: be understood with the sound off.
TikTok at a glance
| Criterion | TikTok |
|---|---|
| Owner | ByteDance |
| Audience | 189 million people a month in the European Union (August 2026) |
| Format | full-screen vertical video |
| Length | see how long a short should be |
| Discovery | “For You” feed: interactions, video information, settings |
One recording, every network
You don’t have to choose. Dailies Studio records your calls in Chrome, in French or in English, turns them into vertical shorts of 30 to 90 seconds, and publishes them on the day and at the hour you planned on YouTube, Instagram, Facebook, Threads, LinkedIn and TikTok, with a text proposed for each network. The case for each network is in our articles: YouTube, Instagram, Facebook, Threads, LinkedIn. For the pricing or to book a 30-minute call, see the site.
The short version
- TikTok says it reaches 189 million people a month in the European Union (August 2026).
- In the US it is used more by the young (63% of 18-to-29s) than by those 65 and over (12%) (Pew, 2025).
- The “For You” feed recommends videos to strangers: your followers are one signal among several.
- The only B2B figure comes from TikTok and a US study: read it as a sales argument.
Sources
Pages read on 15 October 2026.
- TikTok, seventh transparency report on content moderation in Europe, 31 August 2026, and how TikTok recommends videos, 18 June 2020.
- TikTok for Business, B2B on TikTok 2024 playbook.
- Pew Research Center, Social Media Fact Sheet, 20 November 2025.