TikTok says it has more than 30 million monthly users in the UK.
TikTok’s UK agency lead says finance, B2B and automotive brands fit the platform, citing more than 30 million monthly UK users.
TikTok’s UK and Ireland independent agency lead, Dan Madden, published a post on 7 October 2026 arguing that most businesses are more ready for TikTok than they think.
The post on the TikTok for Business blog gives the platform’s reach as more than 30 million monthly UK users and a European community of more than 200 million. The post does not give a date or a measurement window for either figure.
The argument is aimed at agencies and the brands they advise. Madden says the objection TikTok hears most is still “our category isn’t right for it”. The post says the audience has broadened, that people use the platform to look for ideas, answers, reviews and brands, and that TikTok is built around a content graph rather than a follower graph, so content can reach the people most likely to care even when a brand starts with a small audience.
The examples TikTok gives
The post backs the case with results from categories brands tend to rule out:
- Toyota in Germany cut cost per acquisition by 38%, and by 65% for the Corolla, between 2023 and 2024.
- BCP (Banco de Crédito) drove ten times more registrations with a TikTok-first approach in 2024.
- HubSpot, the first B2B brand on TopView, lifted brand favourability by 10.5% and awareness by 7.1% in 2023.
- PureGym in the UK cut cost per acquisition by 77% and added more than 26,000 members with always-on native content in 2023.
- Randstad España built its channel on CV tips, interview prep and labour market insight delivered by in-house experts.
The post names personal finance as one of the most compelling communities on the platform in 2026, with creators explaining mortgages, pensions and credit scores in simple terms. It says healthcare can build trust through reassurance and myth-busting, and that B2B can “earn attention through expertise, not ego”.
What it means for brands
If you run social for a brand in a category that has kept TikTok at arm’s length, such as finance, B2B or home services, this is the platform’s own UK case for changing that, and the case studies are what to put in front of a boss who asks. Every figure here comes from TikTok itself, so present it as the platform’s pitch rather than independent proof. This week, list the three questions your customers ask most often and check whether your TikTok account, or your plan for one, has a short, useful answer to each: the post’s argument is that a how-to or proof-led piece can drive stronger brand recall than trend-led creative.
Sources
The NBK Social briefing
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