Why Tiktok is Non-negotiable for CMOs in 2026
Arguably, we could say that Tiktok is mislabeled, or maybe I should say that Tiktok has more potential than it is given credit for in the marketing space. In a recent conversation with multiple marketing enthusiasts and leaders, TikTok was mainly referred to as a channel for lots of dancing, memes, and unfiltered feeds.
This is quite true, but what channel doesn’t have these things truthfully?
One of the tales of marketers is how running ads on Facebook has recently brought in tons of bad leads and how Instagram seems to have such a record in the past few months. How about LinkedIn? While we all agree that it is a home for many serious conversations, we would also agree it is also a channel where we have unwanted DM ads and a high ad cost. The real question in 2026 has always been, which channel should be the primary focus for CMOs who intend to escalate their brands organically?
To CMOs, data informs decision-making. According to eMarketer estimates, TikTok had 1.04 billion monthly active users worldwide as of May 2024. Below is a chart showing their growth in the last few years.
Year | TikTok Monthly Active Users |
December 2019 | 508 Million |
July 2020 | 698 Million |
September 2021 | 1 Billion |
May 2024 | 1.04 Billion |
The increase in active users says something about the platform. Traditional media is outpaced by bite-sized, immersive content. The average user spends 95 minutes daily on TikTok, more than on Instagram or YouTube.
Many brands are adopting different content types to sell their products or services. To mention a few :
- Founder-led content (The founder shares stories and contents to promote or be the face of the brand ). For example ,
- Posts by the founder on Tiktok
- Blogs written by the founder oPodcasts hosted by the founder
- YouTube content created by the founder
- Product marketing created by the founder (such as product demos and tutorials)
- UGC Content (User Generated or Consumer Generated Content)
UGC content is when users or customers create content and share it on their pages . It can be videos, images, or testimonials. Here is a Nigerian brand that blends UGC contents and micro-influencer contents on TikTok.
For Marketers, depending on your strategy, TikTok has more organic advantages and still has some ad advantages in 2026. Unlike Meta platforms, where organic reach is throttled, TikTok still rewards relevance and creativity . TikTok is still in its golden window with a substantial organic reach and a high ROAS (Return on Ads Spent ). But that window’s closing fast. Right now, ad prices are still relatively low. Brands that move now can still take advantage of the TikTok overflow.
TikTok Growth Strategies for ROI Potential
Adopting TikTok as a growth strategy for your brand is entirely possible. It will require converting attention through content to measurable growth.
A common problem on TikTok has always been overly dependent on fun-related content with no CTA. Still, for business owners, it is essential to be able to blend entertainment and CTA to be able to achieve leads and build loyalty. Here are what you can achieve on Tiktok :
- Build brand Loyalty: It is easier to obtain a share of the voice and build loyal audiences and customers.
- Lead Generation: While this may prove difficult for many, creating entertaining content around a lead magnet can help generate tons of leads organically.
What approaches can you take as a CMO or a Marketing Leader?
- Create a micro-influencer strategy.
The difficult aspect of this strategy is finding the best influencers to promote your business. If this can be solved, getting results will be less difficult. If you need help with your influencer marketing, contact us here to develop and implement a working influencer marketing strategy.
- Performance Marketing
To navigate TikTok ads, you must ensure your paid campaigns feel like an organic part of the feed while subtly guiding users to a CTA. To do this, you need to get your content strategy right. If you need help, let’s have a call.
If TikTok is on your 2026 radar (and it should be), then who you partner with matters. TikTok demands strategic storytelling, and data-backed execution. We can help you. At IntenseGroup, we adopt growth strategies that can help you generate leads on Tiktok and other social channels. Contact us here, let’s talk.