As TikTok rises in popularity, small businesses are paying attention to the hype, according to a TikTok Marketing Survey from software company Capterra. The survey found that 78% of small businesses that run ads on TikTok have already realized a positive ROI–the majority within just six months.

Given its success rate, 52% of TikTok marketers surveyed say they plan to spend more money on the platform in 2023, and only 18% of businesses not currently using it say they have concerns over its data practices.

"Users like TikTok because its seemingly endless content feels authentic and unfussy—videos made by real people, for real people. Creating ads that capture the candid nature of organic TikTok content helps businesses blend in and profit,” says Molly Burke, senior retail analyst at Capterra.

Capterra says that more than three-quarters of businesses that use TikTok post organic content, while less than two-thirds run ads on the platform, opting to use TikTok to discover trends or keep an eye on their competitors. Among businesses that post both organic and sponsored content, 72% say organic TikTok content is extremely valuable to their company’s overall marketing performance, while 55% say the same for ads.