TikTok in Switzerland: a lever your media mix cannot ignore

If you are not considering TikTok in your media mix today, you are missing a powerful lever for the future.

TikTok has indeed become a lever marketers cannot ignore. We see performance well above Meta’s, in volume as in CPA. The platform, once seen as a playground for teenagers, has grown into a leading tool, both for acquiring customers across every age bracket and for widening a brand’s reach.
In Switzerland, TikTok reaches more than 1.6 million unique people a month — nearly as many as Snapchat. Meta nonetheless remains the leader. In this article we look at why TikTok is becoming a valuable and unavoidable source for Swiss advertisers, and how it can be put to work in campaigns that perform.

Update, September 2026: TikTok now claims around 2.2 million users in Switzerland, where it opened an office in 2025; see TikTok in 2026: from discovery to conversion.

Here is why TikTok is a must-have for Swiss marketers:

Considerable reach: TikTok reaches one person in four in Switzerland, across a varied population. That population was historically young but has aged markedly since the start of COVID. TikTok’s size is practically as large as Instagram’s worldwide. According to Statista, TikTok had 1 billion users against 1.3 billion for Instagram. Given TikTok’s curve for acquiring new users, it is a matter of months before it passes Instagram. Six months later, TikTok Switzerland presented the platform itself at Perspective 3.

A highly engaged audience: marketers know it well — TikTok is a platform where engagement is king. On average, users connect 19 times a month and spend more than 90 minutes a day there. They are known for interacting actively with content, which means your campaigns have the potential to make a significant impact. TikTok’s algorithms for organic virality are not yet throttled as Facebook’s and Instagram’s can be. It is therefore possible to reach a wide audience through organic posts without advertising on TikTok, where Meta obliges you to invest “boost” budget for wider coverage.

Advanced targeting: TikTok offers advanced targeting that lets us define our target audience precisely, by demographics, interests, online behaviour and usable first-party data — as on Meta or Snapchat.
Unlimited creativity: the platform encourages creativity without limits. Marketing teams can design original, engaging ads that sit perfectly within TikTok content. Videos are compulsory. TikTok does, however, offer an easy-to-use creation platform for cutting mini-videos in TikTok format from your existing creative assets. You can notably add interactive add-ons to the creative that encourage engagement. You can add voting or reply buttons to your ads, for instance, which influences the engagement rate and therefore the delivery and performance of your ads.

Measurable ROI: TikTok offers in-depth analytics that let marketers measure their campaigns’ performance precisely, follow conversions and adjust their strategies in real time.
Competitive optimisation algorithms: after various experiments run by Bright, we were able to confirm the quality of the performance optimisation algorithms. TikTok was still behind two years ago but is very close to Meta today. Here is our podium of social acquisition algorithms.

1. Meta: 100% effectiveness
2. TikTok: 80% effectiveness
3. Snapchat: 65% effectiveness

Less competition: there are fewer advertisers on TikTok in Switzerland than on Meta, so we see CPMs two to three times lower. Couple that with an algorithm almost as powerful as Meta’s, and a fitting optimisation method, and we have one of the best-performing media in Switzerland. We have tested and observed it across many clients.
If, for instance, we factor in the performance and the more attractive CPM, we get the average improvement in CPAs.
(80% CPA optimisation effectiveness) × (CPM two times lower) = CPA 37.5% lower

Other innovative ways to use it:

• Working with creators: advertisers can work with influential content creators on TikTok to amplify their message and reach new audiences authentically.
• Virality: a successful advertising campaign on TikTok has the potential to go viral, which can considerably raise your brand’s visibility and your customer acquisition.
• We have seen posts picked up several million times in Switzerland.
• E-commerce integration: TikTok makes e-commerce integration easier, letting marketers send users straight to their products or services, and so simplify the buying process.

TikTok Ads – Kérastase.

• TikTok Shop: new in-app e-commerce capabilities. In future you will be able to sell your products directly in the app without going to your site; the feature is being rolled out. First in the United Kingdom, then it will reach our shores. It has the benefit of creating environments for impulse buying, selling your products on the platform immediately. That solution already accounts for 5% of e-commerce sales volume in Asia-Pacific.

In conclusion, TikTok stands out as a marketing platform of choice for marketers in Switzerland, now and in future. If you have no acquisition campaign in place, Q4 is the moment to act. It offers high engagement, precise targeting, unbridled creativity and precise ROI measurement. For those looking to hold their position and stay competitive at the end of the year, TikTok is a source you cannot ignore. Get ready to make the most of everything it offers.

If you want an expert alongside you, get in touch with bright.