What My TikTok Addiction Is Teaching Me About Consumers

Written by Lili Jones

I can't seem to escape TikTok at the moment. Every time I open it for a quick scroll, I somehow lose 20 minutes. I'd like to claim it's all for research purposes, but I suspect I'm slightly addicted.

The good news is that all this scrolling has taught me something. TikTok is becoming one of the most interesting places to understand how consumers think, behave and interact with brands.

And I've noticed a few things.

Brands are learning to join the conversation, not interrupt it

Take Celsius, whose ads feel like a natural part of TikTok rather than traditional advertising. With lines like "You look tired from all that scrolling" and active engagement in the comments, they're speaking the language of the platform.

It's a reminder that how brands behave can be just as important as what they say.

Consumers aren't just watching brands. They're talking about them

Recently, I spotted a creator questioning why Benefit's website appeared in black and white until visitors signed up to its loyalty scheme. The comments quickly filled with opinions, many of them negative.

What struck me was that this wasn't a conversation initiated by Benefit. It was consumers noticing something, sharing it and forming opinions together.

And that's what makes TikTok so interesting.

The comments can be as revealing as the content itself

We regularly hear in our Customer Closeness sessions that people turn to TikTok for reviews and recommendations. They want and trust human experiences and opinions, not just polished brand messages.

Often, the most interesting insights are in the comments. That's where people challenge claims, share frustrations, recommend alternatives and reveal what really matters to them.

For brands, it's an extraordinary window into consumer thinking.

So why does staying close to TikTok matter for brands?

Because it's much more than an entertainment platform. It's a place to observe consumer behaviour, understand how brands are perceived and spot emerging needs and expectations, often as conversations unfold.

Of course, it's not a substitute for properly understanding your customers. But it can provide valuable clues about what you should be exploring further.

I'm not suggesting we should all spend hours scrolling every day (although I clearly do). But if you want to get closer to consumers, TikTok is pretty useful…and that's the excuse I'm sticking with.