Surging Social Spend: TikTok Advertisers in the UK

April 4, 2023

UK ad spending on social media is projected to reach £10.75B in 2023. A rising tide? TikTok advertisers. If you think the platform is just for teens and Gen Z, think again. Over 3 billion people have downloaded the app, and 37% of those are over the age of 30. The opportunity to target these consumers has catalyzed emerging and established advertisers to pour their marketing budgets into the platform, and if you’re looking to reach TikTok advertisers, Winmo has you covered.

We used Winmo Social to surface UK brands spending £100k+ on TikTok annually.
Click the image to download, then read on for prospecting pointers.

Top UK Social Spenders: TikTok Edition

Here’s a look at a selection of the top UK TikTok advertisers profiled in Winmo:


2022 TikTok spend: £322,600 | Splitting global media between Publicis Media and Wavemaker.

The computer software technology hired Publicis to manage the company’s $296m (~£246m) EMEA, APAC, & Japan account. The UK portion is worth about $10m, or £8.3m. (Wavemaker will oversee media for the Americas.) These agency hires come after Adobe recently made numerous personnel shifts, including three prominent external hires: Chris Talago, Senior Marketing Communications Director – EMEA & APAC; Rachael Murphy, Industry Marketing Head; and Georgia Scott, Solutions Marketing Head – UK&I. Adobe is newer among UK TikTok advertisers, having allocated a vast majority of it’s social spend to Facebook (£3.2M in November 2022 alone). But, new agencies bring new ideas and we foresee Adobe experimenting with TikTok to target Millennials, Gen-Z, and businesses.

Adobe will likely:

  • Make more agency changes
  • Continue to increase spending
  • Release campaigns

Adobe social media advertising:


2022 TikTok spend: £567,900 | eTailer promotes UK CMO to general manager, increases spend

One of the world’s largest Web-based marketplaces promoted its UK CMO, Eve Williams, to UK VP & general manager in March. In the new role, she will use her marketing background to focus on customer experience. She’ll also focus on the company’s sustainability credentials and replaces Murray Lambell, who now works as the global lead for the home, garden, and refurbished sectors. eBay is continuing to find ways to engage Gen- Z and implementing TikTok as a key channel for reaching younger demographics.

eBay will likely:

  • Continue to increase spending
  • Fill the CMO vacancy
  • Seek agency partners

eBay social media advertising:

ebay tiktok


2022 TikTok spend: £407,900 | Fintech searches for global AOR amid spend boosts

The mobile app that provides financial services and free international money transfers started a search for a global AOR. There’s no formal incumbent, but Wieden & Kennedy London created the company’s first major campaign last year. The winner of the bid will develop a new creative approach that engages more audiences in the UK and Revolut’s international markets. Spending should continue to increase since growth is a priority and Revolut has gone all in on TikTok as its primary social media advertising channel, making it a top TikTok advertiser to prospect.

Revolut will likely:

  • Review more of its roster
  • Continue to increase spend
  • Release campaigns

Revolut social media advertising:

revolut tiktok

Top UK Social Spenders: TikTok Edition

If you liked this blog post, check out:

  1. The Hottest Winter Brands Increasing Digital Advertising
  2. An Unfair Advantage to Kick Start Your 2023 | 64 US Brands Planning: Q1 2023
  3. 24 Brands Increasing Their Experiential Marketing Investments

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