TikTok marketing guide 2025: complete strategy for business growth
TikTok has grown from a viral entertainment app to an indispensable online marketing channel for modern businesses. With more than 1.5 billion monthly users and an engagement rate of 2.5% - five times higher than Instagram - TikTok offers opportunities that no entrepreneur can ignore. In 2025, 39% of TikTok users buy products they discover on the platform.
- TikTok has the highest engagement rate (2.5%) – better than all other social platforms
- Advertising costs from €4.20 CPM – affordable entry for Belgian companies
- 67% discover new products via TikTok – including direct TikTok Shop integration
- Start with organic content or ads from €50/day – ideal for SMEs to test with a low barrier to entry
- 70-20-10 content rule – entertainment, education, and promotion in the right balance for algorithm success
- Implementation takes 12 weeks – from setup to scalable campaigns
For Belgian SMEs and e-commerce companies, this means a unique opportunity to reach new customers without the high costs of traditional advertising channels. With advertising costs starting from €4.20 CPM and the possibility of going organically viral, TikTok marketing delivers measurable results for companies that understand the platform dynamics.
This complete guide covers everything Belgian entrepreneurs need to know: from organic content strategies to paid advertising, from algorithm optimization to ROI measurement. Whether you are a local store in Antwerp or a growing webshop from Ghent - TikTok offers concrete opportunities for business growth in 2025.
Why TikTok is indispensable for Belgian companies in 2025
The numbers don't lie
TikTok has definitively established its position as a marketing platform.
“TikTok has proven that it is more than entertainment. Brands that take the platform seriously see significantly higher engagement rates and better ROI than traditional social platforms. The algorithm rewards creativity over budget.”
Source: Social Media Examiner - TikTok Marketing Guide
ByteDance, TikTok's parent company, generated €73 billion in revenue in the first half of 2024 - just behind Meta's €75.5 billion for the same period. These figures show that TikTok's advertising market has matured and is competing with established platforms.
Belgian users are active and have purchasing power
Belgian TikTok users spend an average of 95 minutes per day on the platform - the highest of all social media channels. Of these users:
67% discover new products and services via TikTok
50% actually buy products based on TikTok content
74% of Belgian women (18-49) use TikTok for product discovery
45.5% will buy directly via TikTok Shop in 2025
For lead generation and conversion optimization, this means that TikTok not only offers reach, but also reaches active buyers in their discovery phase.
“We build solutions that help businesses achieve their goals at every point in the marketing funnel. From awareness to conversion, TikTok offers unique brand engagement opportunities that you won't find anywhere else”
Source: TikTok Newsroom - Business Solutions for Marketers
TikTok advertising costs and budget planning 2025
Current cost overview
| Ad type | Average costs | Minimum budget | Suitable for |
|---|---|---|---|
| CPM (Cost Per 1000 impressions) | €4.20 - €9.00 | Variable | Brand awareness campaigns |
| CPC (Cost Per Click) | €0.31 - €1.00 | Variable | Traffic and conversions |
| Minimum daily budget | €50 | €50 - unlimited | All campaign types |
| Minimum campaign budget | €500 | €500 - unlimited | Algorithm optimization |
| TopView Ads | €50.000+ | On request | Premium brand exposure |
ROI comparison with other platforms
TikTok ads deliver 50% lower costs than Instagram Reels, 33% cheaper than Twitter, and 62% more affordable than Snapchat. For Belgian companies that take performance marketing seriously and want to know why hiring a digital expert is often smarter than DIY, this makes TikTok a cost-effective alternative to traditional Google Ads versus Facebook Ads strategies.
TikTok ad formats: find your perfect match
In-Feed Video Ads: the accessible start
In-Feed Ads appear seamlessly in user feeds and are ideal for starting companies. With costs between €4-€8 CPM and videos of 5-60 seconds, they offer excellent value for e-commerce businesses.
Spark Ads: authentic advertising with existing content
Spark Ads promote organic content while maintaining authenticity.
“The secret to successful TikTok marketing lies in diversification and authentic storytelling. Test different platforms, but make sure your brand message remains consistent and genuine. Users immediately recognize artificial content.”
Source: Later - Complete TikTok Marketing Strategy Guide
New TikTok Search Ads: the future of discovery
TikTok will introduce Search Ads in 2025 - ads that appear when users are actively searching. With billions of searches daily (40% growth compared to 2024), TikTok is increasingly functioning as a search engine alongside an entertainment platform.
TikTok Shop and social commerce
TikTok Shop is expected to generate €35.66 billion in advertising revenue by 2026. For Belgian webshops, this offers direct sales opportunities without the detour via external websites.
Platform comparison: TikTok vs competition in 2025
| Platform | Monthly users | Engagement rate | Primary age | Best use case |
|---|---|---|---|---|
| TikTok | 1.5+ billion | 2,50% | 18-34 (62%) | Viral content, product discovery |
| 2.0 billion | 0,50% | 18-34 (65%) | Visual storytelling, shopping | |
| 3.0 billion | 0,15% | 25-54 (60%) | Community building, local marketing | |
| 900+ million | 0,35% | 25-44 (70%) | B2B marketing, professional services |
TikTok's engagement rate is 5x higher than Instagram and 17x higher than Facebook, making the platform unparalleled for brand engagement. These figures show why video marketing trends in 2025 are increasingly moving towards TikTok native content.
TikTok Business Manager and advertising tools 2025
TikTok One: the new control center
“We see brands becoming increasingly creative on TikTok. The platforms that succeed in 2024 are those that tell authentic stories and make genuine connections with their community. TikTok offers endless possibilities for creative storytelling.”
Source: Marketing Dive - TikTok Creative Marketing Trends
TikTok One centralizes all marketing activities into one platform:
Insight Spotlight: Discover emerging trends that engage your target audience
Content Suite: Find user-generated content and transform it into high-performing ads
Creator Marketplace: Direct access to creators in 26 countries
Market Scope: Analytics platform for complete funnel insights
TikTok Symphony AI: automation and personalization
The new Symphony AI suite offers Belgian companies:
Automated script writing
AI video production
Trending content identification
Personalized ad creation
74.3% of marketers find Symphony AI tools highly attractive for their 2025 strategies. These developments align perfectly with the broader trend of AI marketing for business growth and the comparison between different AI tools that marketers can use.
Organic TikTok strategy: build your community without an advertising budget
Content that works: the 70-20-10 rule
Successful TikTok marketing follows the 70-20-10 distribution:
70% Entertainment: Fun, engaging content without direct sales
20% Educational: How-to's, tips, industry insights
10% Promotional: Direct product/service promotion
Behind-the-scenes content that converts
Behind-the-scenes content consistently performs well because it shows authenticity. Effective BTS formats:
Team spotlights - Showcasing expertise and personality
Production processes - From idea to final product
Office/store tours - Creative showcases of workplaces
Day-in-the-life - Follow team members through typical workdays
Problem-solving - Show how you address customer challenges
This approach aligns perfectly with user-generated content strategies where customers themselves create authentic stories about your company.
Algorithm optimization: the secret formula
TikTok's algorithm prioritizes these factors:
Primary signals (greatest impact):
Watch time and completion rate - Percentage of video watched
Engagement within first 3 seconds - Crucial decision window
Shares and saves - Stronger than likes for reach
Secondary signals:
Profile visits and follows
Comment interactions
Trending audio usage - 93% of top content includes sound
Content optimization tips
Post 3-5x per week to please the algorithm
Focus on the first 3 seconds - 71% decide whether to continue watching at that point
Use a maximum of 3-5 hashtags - More harms discoverability
Optimal video length: 21-34 seconds for highest engagement
Shopify and TikTok integration: social commerce in action
TikTok Shop for Belgian webshops
For Shopify e-commerce entrepreneurs, TikTok Shop offers direct sales opportunities:
Product catalog sync - Automatic stock update
TikTok Pixel integration - Complete customer journey tracking
In-app checkout - Users don't have to leave TikTok
Live Shopping - Real-time product demonstrations
This integration works seamlessly with essential Shopify apps and is a powerful addition to your e-commerce conversion optimization strategy.
Performance metrics that matter
Benchmark figures for Belgian companies:
CTR (Click-Through Rate): 2.01% on average
CPC: €0.31 on average
CVR (Conversion Rate): 0.57% on average
ROAS: 1.67 on average
Research shows that 64% of TikTok conversions occur exclusively through TikTok exposure, making the platform valuable for both brand awareness and direct sales.
Case studies: Belgian companies mastering TikTok
Case Study 1: Antwerp fashion company - 700% ROAS
A Belgian clothing brand from Antwerp achieved 700% ROAS by combining TikTok In-Feed and TopView ads with authentic creator content. By focusing on trending audio and local Flemish influencers, their online sales increased by 340% in 6 months.
Strategy highlights:
Spark Ads from user-generated content
Geographic targeting on Belgian provinces (focus on Flanders)
Creator partnerships with Belgian fashion influencers
Seasonal campaigns around Belgian fashion events
Case Study 2: B2B SaaS startup from Ghent - 14x more signups
A Belgian B2B software startup from Ghent used TikTok for thought leadership and achieved 14x more signups for their platform. By creating educational content about AI automation, they reached decision-makers who could not be found via LinkedIn.
Content strategy:
CEO 'day in the life' content in Flemish
Behind-the-scenes product development
AI/tech trend predictions
Customer success showcases of Belgian clients
Case Study 3: Artisan brewery - From 0 to 1M followers
A Belgian artisan brewery grew from 0 to 1 million followers through beer education content and Belgian beer tradition videos. 60% of their sales now come via TikTok Shop, without advertising expenses.
These examples show that Belgian companies in every sector can leverage TikTok for measurable growth.
Step-by-step implementation: start with TikTok marketing today
Phase 1: Laying the foundation (Week 1-2)
Week 1: Account setup
Create a TikTok Business Account via TikTok for Business
Optimize profile - Logo, bio (150 characters), contact info
Connect website - Direct traffic to your website/webshop
Install TikTok Pixel - Essential for retargeting and conversion tracking
Week 2: Research and planning
Competitor analysis - View successful accounts in your niche
Content calendar - Plan 4 weeks of content with a mix of entertainment/education
Hashtag research - Identify trending and niche-specific tags
Trend monitoring setup - Use TikTok Creative Center
Phase 2: Content creation and community building (Week 3-8)
Week 3-4: First content batch
Film 10-15 videos in one session for consistency
Test different formats - Behind-the-scenes, educational, trending
Focus on trending audio - 93% of viral content uses popular sounds
Engage actively - Respond to comments within 2 hours
Week 5-8: Optimization and growth
Analyze performance - Which content performs best?
Double down on working formulas
Start collaborations - Partner with other Belgian creators
User-generated content - Encourage customers to create content
Phase 3: Paid advertising (Week 9-12)
Week 9-10: Testing
Start small - €200 test campaign, 3 days
Test ad formats - In-Feed vs Spark Ads
Broad targeting - Let algorithm optimize
Creative variations - A/B test different video styles
Week 11-12: Scaling
Scale winners - Increase budget by max 50% per time
Retargeting setup - Target website visitors
Custom audiences - Upload customer database for lookalikes
Cross-platform integration - Combine with SEO and performance marketing strategies
Phase 4: Advanced strategies (Month 4+)
TikTok Shop integration - Sell directly via the platform
Influencer partnerships - Collaboration with relevant creators
Live Shopping events - Real-time product demonstrations
Advanced targeting - Interest-based and behavioral segments
Tools and resources for TikTok success
Essential TikTok marketing tools
Content Creation & Scheduling:
CapCut (free) - TikTok's native editing tool
Later (€25/month) - Scheduling and analytics
Hootsuite (€49/month) - Multi-platform management
Analytics & Optimization:
TikTok Analytics (free) - Native platform insights
Sprout Social (€99/month) - Advanced social listening
TikTok Creative Center (free) - Trend discovery
Shopify Integration:
TikTok for Shopify app - Direct product sync
TikTok Pixel - Conversion tracking
TikTok Shop - In-app sales
Belgian TikTok ecosystem
Creator Marketplace access:
TikTok Creator Marketplace Europe
Influencer agencies specialized in TikTok
Local creator communities and networking events
Educational Resources:
TikTok Business Learning Center (Dutch/French)
ClickForest AI training for content optimization
Belgian TikTok marketing webinars and meetups
Top AI tools for marketers that integrate perfectly with TikTok campaigns
Trends and future of TikTok marketing 2025
AI revolution in TikTok advertising
51.9% of marketers plan to use AI-generated avatars in their 2025 campaigns. TikTok's Symphony Assistant offers real-time trend data and creative concepts that Belgian companies can leverage for a competitive advantage.
Search functionality growth
TikTok processes billions of searches daily - a 40% increase compared to 2024. For Belgian companies, this means that SEO optimization must now also include AI and TikTok to remain fully future-proof.
Social commerce evolution
TikTok Shop is expanding with enhanced live shopping tools and personalized product recommendations. Belgian retailers should prepare for this shift to in-app commerce.
B2B adoption acceleration
TikTok, traditionally a B2C platform, is seeing rapid B2B adoption. 32.9% of TikTok's advertising audience is 35+, creating new opportunities for B2B lead generation.
Do's and don'ts for Belgian companies
✅ DO's for TikTok success
Create mobile-first content - Always film vertically (9:16 ratio)
Jump on trends quickly - But only if they fit your brand
Use trending audio - 93% of viral content contains popular sounds
Engage authentically - Respond personally to comments and build relationships
Post consistently - The algorithm rewards regular creators
Show personality - Show your brand's human side
Test many formats - Entertainment, education, behind-scenes
Monitor analytics - Data-driven optimization is essential
❌ DON'Ts to avoid
Repost content from other platforms - TikTok native content works better
Oversell - Constantly promotional content hurts the algorithm
Ignore trends - But don't force irrelevant participation
Use copyrighted music - Use TikTok's sound library
Post inconsistently - Algorithm prefers regular uploads
Neglect engagement - Community building is crucial
Copy competitors - Authentic voice is more important than following trends
Forget call-to-actions - Every video should have a purpose
Measurable results: KPIs and ROI tracking
Primary KPIs for businesses
Organic Content Metrics:
Completion Rate - Percentage of fully viewed videos (target: >70%)
Engagement Rate - Likes + comments + shares / impressions (target: >2.5%)
Share Rate - Percentage of videos that are shared (target: >5%)
Follower Growth Rate - Weekly growth percentage (target: >10%)
Paid Advertising Metrics:
CPM - Cost per 1000 impressions (benchmark: €4.20-€9.00)
CTR - Click-through rate (benchmark: >2.0%)
CPC - Cost per click (benchmark: <€1,00)
ROAS - Return on ad spend (target: >3:1)
Business Impact Metrics:
Website Traffic - TikTok-driven visitors
Lead Quality - Conversion rate TikTok traffic vs other channels
Customer Acquisition Cost - Total costs / new customers
Customer Lifetime Value - Value of TikTok-acquired customers
ROI calculation for Belgian SMEs
Example ROI calculation:
Monthly TikTok budget: €2,000
New customers via TikTok: 50
Average order value: €150
Customer Lifetime Value: €450
Calculation:
Monthly TikTok revenue: 50 × €150 = €7,500
ROI first month: (€7,500 - €2,000) / €2,000 = 275%
LTV-based ROI: (50 × €450 - €2,000) / €2,000 = 1025%
These figures show why TikTok marketing is a no-brainer for Belgian companies pursuing AI-driven growth.
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Frequently asked questions about TikTok marketing
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Organic TikTok marketing can start for free with just a time investment. For paid advertising, a minimum daily budget of €50 (€500 campaign minimum) applies. Average costs are between €4.20-€9.00 CPM, which is competitive with other platforms. A Belgian bakery can therefore start with as little as €50 per day.
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Organic growth can be visible within days with viral content. For consistent business results, plan 2-3 months for community building and 6 months for substantial ROI. TikTok's algorithm is faster than other platforms in rewarding good content.
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Behind-the-scenes content, educational how-to's, local trends, and authentic storytelling consistently perform well. Belgian viewers value honesty and humor over polished sales content. Think of: "a day in the life of a Belgian entrepreneur" or "this is how we make Belgian waffles".
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Yes, but the approach differs from B2C. Focus on thought leadership, sharing expertise, team showcases, and educational content. With 32.9% of users aged 35+, B2B potential is growing rapidly. Belgian tech companies and consultancy firms are seeing good results.
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Use the official TikTok for Shopify app for direct integration. This enables product catalog sync, TikTok Shop functionality, pixel tracking, and seamless inventory management. Perfect for Belgian e-commerce companies.
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Track completion rate, engagement rate, click-through rate, conversion rate, and ROAS. TikTok Analytics offers native insights, but external tools provide deeper business intelligence for Belgian marketers.
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At least 3-5x per week, ideally daily. TikTok's algorithm rewards consistency more than other platforms. Quality over quantity, but regularity is essential for Belgian companies that want growth.
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Yes, but adapt content per platform. TikTok videos can be optimized for Instagram Reels and YouTube Shorts, but create platform-native versions for best results.
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Broad targeting with "Smart Targeting" enabled often delivers better results than niche targeting. TikTok's algorithm is powerful enough to find ideal audiences if you deliver good creative content. Geographic targeting on Belgian provinces works well for local businesses.
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Respond professionally and transparently. Only delete spam or inappropriate content. Use negative feedback as an opportunity to demonstrate customer service and resolve issues. Belgian directness is appreciated.
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TikTok CPM (€4.20-€9.00) is competitive with other platforms, but higher engagement rates often deliver better ROI. The key is testing both platforms for your optimal mix.
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Start with TikTok's native tools (Business Account, Analytics, Creative Center). Add scheduling tools like Later or Hootsuite for consistency, and consider advanced analytics platforms for deeper insights.
Sources and references
TikTok Platform Data:
Sprout Social: "TikTok statistics that marketers should know" - https://sproutsocial.com/insights/tiktok-stats/
Statista: "TikTok usage and marketing statistics" - https://www.statista.com/topics/6077/tiktok/
Influencer Marketing Hub: "TikTok Marketing Benchmark Report" - https://influencermarketinghub.com/tiktok-marketing-benchmark-report/
Advertising Costs and Performance:
WordStream: "TikTok Ads costs and best practices" - https://www.wordstream.com/blog/ws/2021/07/21/tiktok-ads-cost
HubSpot: "Complete guide to TikTok advertising" - https://blog.hubspot.com/marketing/tiktok-advertising-guide
Social Media Examiner: "TikTok marketing strategies for businesses" - https://www.socialmediaexaminer.com/tiktok-marketing-how-to-reach-your-audience/
Business Strategies and Expert Insights:
TikTok for Business: "Marketing solutions and tools" - https://www.tiktok.com/business/en/solutions
Later Blog: "Complete TikTok marketing strategy" - https://later.com/blog/tiktok-marketing-strategy/
Marketing Dive: "TikTok creative marketing trends" - https://www.marketingdive.com/news/tiktok-marketing-creative-storytelling-brand-community/607892/
