Not on TikTok? You're missing out.

While TikTok is often associated with Gen Z, its user base is expanding at lightning speed. Millennials — and even older demographics — are increasingly discovering the platform, making it more relevant for a growing number of businesses. In Flanders, the average TikTok user is now 29 years old.

TikTok also boasts the highest average daily usage time per active user of any social media or messaging app. Among 16- to 24-year-olds in Flanders, TikTok is the second most popular social media platform, right after Instagram.

Flemish youth spend an average of 80 minutes per day on TikTok. That level of intensity sets it apart. While other platforms revolve around quick scroll sessions and bite-sized content, TikTok is known for long, immersive viewing periods.

And it’s not just the time spent — TikTok is changing the way people consume content. Users expect fast-paced, visual, and inspiring content that either informs or entertains.

TikTok’s strength lies in content discovery. That means follower count isn’t everything. The algorithm pushes videos based on interests — not who you follow. So even accounts with just a handful of followers can go viral. That’s a major shift from platforms like Facebook and Instagram, where content typically stays within your follower network.

Another thing that sets TikTok apart? Users don’t expect polished ads. A good idea and a smartphone are all you need to make an impact. Authentic, playful, and relatable content outperforms expensive productions. On top of that, TikTok’s engagement rate is significantly higher than what you’ll find on Instagram or Facebook.

More and more people, especially Gen Z, are using TikTok as a search engine. According to the latest Digimeter report, over 40% of 16- to 24-year-olds in Flanders use TikTok to search for brands, products, and ideas, just like they would on Google.

By tapping into social SEO, brands can not only ride the wave of trending content but also stay discoverable in the long run. Including relevant keywords in your captions, hashtags, and descriptions increases your content’s visibility and helps you reach new audiences. This means your content continues to generate value well beyond the moment of posting, just like with Google Search.

This approach doesn’t just build awareness, it can drive consideration and conversion too. People are actively using the TikTok search bar to find answers and solutions. By strategically using the right keywords, you can create content that appears exactly when your audience is looking for it. You’re offering real value while presenting your product or service at the perfect moment.

At Cartel Agency, we believe in TikTok’s potential for brands. That’s why we’ve built a dedicated in-house TikTok team that handles video creation for both the Dutch-speaking and French-speaking markets.

We support brands with not only creative content but also a strategic approach that delivers long-term impact. From content planning to production and optimization, we ensure your brand stays relevant and visible on TikTok.

So, the real question isn’t if your brand should be on TikTok, it’s how to use the platform smartly to reach your audience. Curious how TikTok can drive growth for your brand? We’d love to explore the possibilities with you.

Over the past few years, TikTok hasn’t been sitting still. Behind the scenes, the platform has cleverly capitalized on its growing popularity. With Meta and Google Ads as strong examples, TikTok has found effective ways to turn that popularity into results. TikTok Ads now offers advertisers a fresh way to connect with their audiences through ad formats that feel familiar yet still bring something new.

A great example of this is Spark Ads, an ad format that lets you make the most of influencer collaborations with TikTok creators. On top of that, TikTok offers a whole range of other ad formats that will sound familiar to many marketers. One thing is clear: TikTok requires a unique creative approach, one that’s different from other platforms and truly tailored to TikTok’s style and audience. To make things even easier, the platform uses well-known campaign objectives like video views, engagement, traffic, or sales. So you won’t need to worry about steep learning curves.

After running several successful test campaigns, TikTok is now playing a more prominent role in our media strategies right alongside Meta, Google, and LinkedIn. You can already reach 1,000 people for as little as €2.50 to €5.00, and a click to your app or website currently costs between €0.21 and €0.67, according to our benchmark research. These numbers are fully in line with the industry standards of today’s digital media plans.