Platform Insights 2025: TikTok’s Growing Influence on Global and Irish Digital Media Strategies
TikTok has rapidly become a significant player in the global social media landscape, particularly in short-form video consumption. Users spend an average of 35 hours per month on TikTok globally, with engagement levels significantly higher than other platforms. Similar to Global trends, in Ireland, Gen-Z massively over index for weekly TikTok usage (i192) equating to 65% of all GenZ’s in Ireland using the platform weekly, followed by almost 40% of Xennials and Millennials (Republic of Ireland TGI, 2024).
TikTok’s ad revenue is forecast to reach $32.4 billion globally in 2025, with a growing share outside the US. The platform is increasingly seen as a full-funnel marketing tool, driving discovery, engagement, and purchase. TikTok Shop launched in Ireland in December 2024, which integrates e-commerce into the app, is particularly appealing to Gen Z shoppers, offering opportunities for Irish brands to tap into social commerce.
Creative quality and variety are key to TikTok’s advertising success. Ads tailored for TikTok out-perform repurposed content, with higher completion and conversion rates. AI-powered tools like TikTok Symphony and Spark Ads enhance ad performance, making the platform attractive for marketers aiming to maximize ROI.
TikTok’s engagement rates surpass those of Instagram and Facebook, making it a preferred platform for creators and brands. However, challenges remain in monetization clarity, particularly for smaller creators. For Irish businesses, leveraging TikTok’s creator partnerships and trend-driven content can boost brand visibility and engagement.
While TikTok’s ad reach trails Instagram globally - and in Ireland, reaching 34% of All Adults versus 52% on Instagram (TGI, 2024) - its influence on consumer behaviour is significant, with 62% of users engaging with product reviews and recommendations. This positions TikTok as a valuable platform for Irish brands targeting younger, highly engaged audiences. As TikTok evolves, its focus on innovation, creator synergy, and e-commerce integration offers substantial opportunities for growth in the Irish market.
Source: WARC, 2025
