Why TikTok Might be the Missing Piece in Life Sciences Marketing
Once dismissed as a hub for viral dance trends and lip-sync videos, TikTok has rapidly grown into one of the most influential social media platforms in the world. Since its launch in 2018, it has grown to almost two billion users by 2024, with content now spanning entertainment, education, and even science topics. Its unique algorithm, engaging short video format, and huge user base make it an undeniable force in the digital space, and its influence shows no signs of slowing down.
For brands, this creates a rare opportunity to build authentic connections, humanise the brand and educate. Life sciences brands can capitalise on this to reach audiences in fresh and meaningful ways.
Who’s on TikTok?
TikTok’s user base has evolved dramatically since its early days, transforming from a teen-focused app into a global platform with a broad demographic which is ever expanding. While ages 18-24 make up a significant portion of TikTok’s users, the platform has seen rapid growth amongst older age groups.
TikTok’s gender distribution is relatively balanced with a slight lean towards male users (55.7%) compared to female users (44.3%) as of February 2025. While the United States makes up most of TikTok’s users, with around 148 million users in 2024, its geographic reach spans well beyond North America. The platform has large audiences across Europe, South America, Asia, and increasingly, Africa. For brands with global ambitions TikTok offers access to a worldwide audience.
How Users Engage on TikTok
TikTok users are more than just passive scrollers, they are active participants. The average person spends almost one hour per day on the app. Short form video format encourages quick interactions, repeat views, and high levels of engagement which creates opportunities for even niche content to go viral.
TikTok is a particularly powerful tool due to its blend of education, entertainment, and relatability. Users aren’t just looking to be entertained. They’re searching for content that teaches them something new, solves a problem, or helps them feel seen. This opens the door for science-based content to find its place, particularly when delivered in creative and accessible ways.
Is TikTok Right for your Life Sciences Brand?
TikTok has revolutionised the way we consume content. Its signature vertical short-form videos, usually between 15 seconds and three minutes long, are easy to create, quick to watch, and designed for rapid sharing. This format is ideal for storytelling, educational snippets, and even visual demonstrations, allowing complex ideas to feel simple and accessible.
What truly sets TikTok apart from other social media platforms is its unique algorithm. TikTok uses AI to suggest videos to users based on their interests, preferences, and engagement patterns through the “For You Page”. So, unknown creators and brands have the potential to reach millions of individuals which offers an opportunity for life sciences brands to get in front of highly targeted audiences without a huge advertising budget.
Why Life Sciences Brands Can Thrive on TikTok
TikTok users are increasingly looking for content which is both educational and entertaining, creating the perfect opportunity for life sciences brands to shine. Whether it’s explaining how vaccines work or busting myths about antibiotics, the platform allows scientific voices to be heard in a relatable, digestible format.
Health and wellness content has become increasingly popular on TikTok, with over 50% of people aged 18-27 reportedly getting health advice from the platform, ranging from wellness to diet advice. This makes it a natural space for life sciences professionals, researchers, and organisations to use their knowledge and authority to engage, increase public understanding and build trust.
What Life Sciences Brands Should use TikTok?
TikTok’s dynamic, visual nature offers unique opportunities for life sciences brands to connect with audiences in creative and meaningful ways. But which kind of organisations stand to gain the most from being on the platform and what kind of content can they share? Let’s break it down:
- Pharmaceutical and Biotech Companies: Behind-the-scenes research, simplify complex scientific concepts, showcase researchers, highlight innovations, and build trust through transparency, making science feel more relatable and accessible.
- Health and Wellness Brands: These brands thrive by offering authentic, relatable content that educates and motivates a health-conscious audience. User-generated content (UGC) can build trust and show real-life experiences with products or services in a way that feels organic and persuasive.
- Medical Devices and Diagnostics: Explainer videos and patient testimonials help these companies showcase how products work in real life, making advanced technologies more approachable while raising public awareness.
- Research Institutions & Universities: Break down complex findings, spotlight scientists, innovations and breakthroughs. Research organisations can build interest and credibility.
How Life Sciences Brands Can Succeed on TikTok
The key to success on TikTok is embracing its unique format and audience preferences:
- Storytelling: Great content on TikTok often starts with a compelling story. Your brand story is unique, and storytelling helps to humanise your brand and build connections with your audience.
- Authentic content: Behind the scenes clips and UGC helps brands to feel real and relatable. Featuring people helps to build trust and encourage engagement.
- TikTok as a learning tool: It is important to keep in mind TikTok is increasingly being used as a search engine and learning tool, offering brands a chance to get discovered by creating valuable content on relevant topics and using strategic keywords.
- Trends, sounds and challenges: In some cases participating in trending sounds, memes or challenges can boost visibility. It is important that this is only done when appropriate and is done with care, when done correctly it can help brands to feel current and connect with broader audiences.
The Bottom Line
TikTok is no longer just a platform for entertainment, it’s now a powerful tool for education, engagement and to reach new audiences. By leveraging this opportunity, life sciences brands can foster deeper connections and establish themselves as trusted voices.
About the Author
Elen started her journey studying biology and working in a lab, but quickly realised she needed a more creative path. She returned to university to earn a master’s in biotechnology and enterprise, blending her love for science with business and marketing skills.
She found her perfect fit at a digital health tech startup, where she could put her unique skillset to work, creating engaging educational content that resonated with diverse audiences. This experience inspired her to help other science-based and evidence-driven brands connect meaningfully with their communities through strategic social media marketing.
Today, Elen is dedicated to bridging the gap between science and marketing. From strategy to execution, she helps brands communicate their message clearly, making complex concepts accessible and engaging.
