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Some like Dunkin and Aerie are spending more on the platform, chasing its young audience.
44% of marketers in a WARC report said they planned to spend more on TikTok in 2021.
But the popular video app is still considered too new and risky for others.
TikTok has skyrocketed in popularity over the past year and some advertisers are diving in.
Eos increased its spending this year on TikTok to 15% of its digital ad budget, up from 6% in 2019, said Souyang Kang, Eos chief marketing officer. Eos made the move after a video tutorial by creator Carly Joy went viral in February caused online orders to spike 25-fold. Eos has also used TikTok to drive in-app sales, and says TikTok is its fastest-growing digital and social commerce channel.