With over 2.6 billion downloads and 1 billion active monthly users, TikTok is more popular than Facebook, Instagram, Twitter, and other social networking sites. TikTok was first released in 2018 and has grown from being a video production platform for individuals to express their creativity to an advertising and marketing paradise. The platform features 15 and 60-second videos with in-app editing features and easy integration with other major social media apps.
Users can make their videos more relevant by adding hashtags. For example, hashtags have become especially useful for TikTok's unique "Challenges" function, which allows users to engage in current themes and contests. When users post a video for a challenge, it is seen by individuals who are following the challenge and its hashtags, which increases the likelihood of videos going viral. In addition, montages, Comedic Shorts, Duets, and other interactive content can be created and shared through the app.
But Why TikTok for Advertising?:
Simply put, TikTok has a massive audience for businesses to tap into and advertise their products and services. In-Feed Ads (including Lead Forms and Spark Ads), Top View Ads, Branded Hashtag Challenges, and Branded Effects are just a few of the advertising solutions offered through TikTok Brand Marketing.
Interestingly, the majority of TikTok users are between the ages of 16 and 24 years. Yet, some marketers are still wary about advertising on TikTok because of its enormous popularity with younger generations. This attitude is completely misguided though. Millennials and Generation Z are extremely tech-savvy and the majority of them use ad blockers so traditional advertising methods are less effective. But TikTok gives companies an excellent opportunity for them to showcase their products by evading ad blockers and seamlessly integrating relevant advertisements into users’ TikTok algorithms.
TikTok Brand Marketingis instrumental to successful marketing in the future for these three essential reasons:
- High user engagement means increased brand exposure
Ninety percent of users check the app multiple times a day. Users spend on average 45 minutes per day browsing through it, making TikTok advertising more preferable than other forms of advertising.
TikTok, unlike other social media sites, tends to draw an active and engaged following that other platforms fail to match. A more active and engaged user base means that people will be more receptive to advertisements, especially non-intrusive ones.
Businesses can also build their own branded marketing channel on TikTok, but they need to make sure it is high quality. TikTok videos can go viral in many different ways regardless of whether or not you are a new user. The app is so popular that a majority of users scroll through it several times a day, so the chances of your video getting attention is quite high.
One way to make advertisements more relevant and increase their probability of showing up on users’ feeds is by creating TikTokadvertisements based on daily trends. The daily trends are a great opportunity for marketers because not many brands have taken advantage of it yet. You can check and calculate your TikTok engagement. For each new product introduction, TikTok advertising is the most refined platform.
- Companies can cater to local audiences
TikTok is also appealing for advertisers because its algorithm places heavy importance on where content is posted from. Content is recognised and distributed locally within users’ geographic locations for several reasons, one of them being that content will most likely resonate with those from the same region as the original poster. Moreover, because TikTok is available in over 150 countries, companies can tailor their marketing campaigns based on cultural trends, language, and other regional features to make their advertisements more appealing to the local population.
TikTok has also become an important platform for micro-influencers. These influencers are popular among a small group of people and have a much more targeted reach than large scale influencers. Smaller companies, such as local businesses, can also identify and collaborate with local content creators in order to run their marketing campaigns in more specific locations.
- Influencer marketing
Users are more inclined to believe the viewpoint of someone they follow, like, and respect than a single brand endorsement.
TikTok has an established platform for companies and influencers to connect through using the TikTok Creators Marketplace (TCM). This enables businesses to connect directly with certified influencers and match organic influencer content with their products and services.
From beauty products to restaurants, TikTok has quickly become a battleground for product advertisement and influencer marketing.
With TikTok's popularity growing by the day, more and more businesses are paying attention to how effective the platform is for advertisement and adapting to cultural trends, news, and , and topical discussions.
This ever-increasing audience of engaged users provides marketers with the opportunity to connect to new audiences throughout the world and expand brand awareness.