You can use tagged templates to build APIs that are more expressive than regular function calls.
For example, I’m working on a proof-of-concept library for SQL queries on JS arrays:
let admins = sql`SELECT name, id FROM ${users}
WHERE ${user => user.roles.indexOf('admin') >= 0}`
Notice it has nothing to do with String interpolation; it uses tagged templates for readability. It would be hard to construct something that reads as intuitively with plain function calls – I guess you’d have something like this:
let admins = sql("SELECT name, id FROM $users WHERE $filter",
{ $users: users, $filter: (user) => user.roles.contains('admin') })
This example is just a fun side project, but I think it shows some of the benefits of tagged templates.
Another example, maybe more obvious, is i18n – a tagged template could insert locale-sensitive versions of your input.