The overwhelming majority of marketers in 2022 are no strangers to social media. Facebook and Instagram have blown up in terms of their usefulness as a platform for companies both large and small to market to consumers. With no signs of slowing down, marketing experts everywhere are throwing money into these platforms with the hopes of reaching newfound business and furthering existing relationships with current clients. But Facebook and Instagram aren’t the only platforms that have proven to be effective in the marketing world. TikTok is quickly emerging as an effective and efficient platform to reach a new generation of buyers. In this article, I will share with you a bit about what our agency has learned through TikTok marketing and provide a compelling argument as to why you should be advertising on TikTok, too.
For starters, TikTok marketing is quickly gaining popularity for a wide variety of industries. It is because of this newfound popularity that advertising on TikTok is crucial and time-sensitive. Those who are quick to jump on board will find that the platform is essentially an untapped market with tons of consumers actively engaging on it. TikTok currently has over 1 billion monthly active users, and it’s only growing in popularity. In January 2021 alone, TikTok had 62 million downloads. For those seeking a new avenue in which they can guide consumers to their business, TikTok may prove to be just the platform to do so.
”TikTok marketing is quickly gaining popularity for a wide variety of industries.David VillaCEO - iPD Agency
Here are four reasons why you should consider marketing on TikTok:
• Younger audience: Whereas Facebook is viewed as an all-encompassing platform for all, TikTok is highly focused on a younger generation of consumers: 35% of TikTok’s global audience consists of individuals between the ages of 19 and 29, and 48% of U.S. adults from 18-29 use the platform. This stat can also provide a glimpse into what type of content should be utilized for TikTok marketing. Advertising on TikTok must be tailored to fit the existing demographics. When I first started advertising on TikTok, I relied heavily on my younger team members to get a real feel of the platform. What do these consumers respond to? How can we capture their attention? In my experience, you will get the best bang for your buck by utilizing a variety of different video styles and approaches. Change the speaker in your video, change some of the text and verbiage as well as the targeted audience. What we have found is that by changing small details within each ad, you can reach a much wider audience. Don’t be afraid to switch it up!
• Faster paced: TikTok ads and general posts tend to be much faster paced than that of Facebook or Instagram. Videos are shorter, TikTok ads are more to the point and tend to have less “fluff” so to speak. It appears that TikTok users prefer this shorter form content. This pace comes with both pros and cons. A faster pace allows for a quicker consumption of content for consumers who don’t have time to devote attention to a “full-length” ad. However, this time restraint also means that marketers must adhere to shorter time restrictions. TikTok ads cannot be longer than 60 seconds, as the TikTok ads manager does not allow longer ads to be posted. Your ads are also delivered in a much more seamless method than other platforms, as your advertisement will appear to a user as another video when they are scrolling. This method of advertising is not a plug-and-play option as commonly found when scrolling your timeline on Facebook. Instead, an ad is presented almost as any other video on TikTok. While it does notify users that your post is an ad, quality ads feel just like any other content on the platform.
By changing small details within each ad, you can reach a much wider audience. Don’t be afraid to switch it up!
• Unsaturated market: With all of these users actively engaging on TikTok, you would think that marketers would have already jumped on board and saturated the TikTok market. Advertising on TikTok, however, is still rather uncommon. In comparison, marketers have been using Facebook and Instagram for several years now in order to grow their reach and connect to consumers. What we have right now is a mass number of consumers and a small amount of those who are currently advertising on TikTok. Therefore, it is imperative that marketers quickly jump on board before the competition level rises. We have seen a tremendous number of positive responses to our TikTok ads, and I believe that this is largely due to the sheer lack of advertising being used on this platform. Now is the time to get started with advertising on TikTok; don’t wait until it’s too late!
• Simple: The TikTok ads manager is similar to Facebook’s ads manager. For those who have run ads on Facebook, TikTok ads should come easy. If you haven’t used ads on Facebook, however, don’t worry! The TikTok ads manager is self-explanatory and easy to master. You have the ability to focus on specific areas and demographics just as you do with Facebook and should have little issue with finding the right demographic for your specific industry or product. Unlike Facebook and Instagram, advertising on TikTok provides you with the ability to select specific interests and engagement activities to market to. If you’re the owner of a coffee shop, for instance, you could specifically target those in your area who actively watch videos of food, beverages, coffee and coffee accessories. These four separate interests would then show your ad to those in the area who have shown interest in these categories. This means that you can fine-tune your advertising and reach users who will be more likely to interact with your content.
Right now, it appears that the further growth of TikTok is inevitable. As the platform grows, the competition for market share will grow as well. If you want to reach the next generation of buyers before your competitors, you have to meet them where they’re at. And where they’re at is TikTok.