TikTok: The Rise of Advertising
It’s no secret that TikTok has been rapidly gaining popularity in recent times, offering viewers a variety of short form mobile video clips catered to their interests. The latest TikTok stats show that it has around 689m active monthly users globally. Although TikTok is still a relatively new platform, it is now starting to gain trust as an advertising method by marketers. So, what does TikTok offer in the way of advertising?
TikTok’s news feed is known as the ‘For You Page’, and this is where all of the video clips catered for the user are viewed. Adverts take an integrated approach by coming up as one of the videos within a user’s for you page. This means it appears amongst content that the user is already interested and engaged with, meaning there’s a higher chance of them being more tuned into the advert for when it appears. In terms of the type of content seen, TikTok is known for its entertaining and creative approach to social media. TikTok emphasises how if you want to create advertisements for this platform, you’ve got to throw away all you know about social media advertising, as what is applicable to platforms like Facebook and Instagram isn’t necessarily applicable to TikTok. TikTok video ads are typically more fun, entertaining and creative. They aim to appeal and relate to the users on the site who are ultimately looking to be entertained, and so to get more views and clicks, you need to adapt your marketing creatively to fit in with this. The main demographic is the younger generation, whereby 41 percent of TikTok users are aged between 16 and 24.
TikTok World aired on the 28th September, showcasing new and upcoming advertising strategies being implemented. One of which is TikTok shopping, offering a range of new ways to advertise products in-feed and on an account’s profile, including dynamic showcase ads and collection ads, beginning to broaden the way you can advertise.
So, if you’re working on a digital campaign that aims to target a younger audience in a way that makes a difference, TikTok is a potential option going forward. TikTok World conveyed how TikTok ads are 23% more memorable than TV ads and the app itself is now the most downloaded worldwide. With its popularity and effectiveness still only increasing, TikTok for advertising should definitely be on your radar.
If you’re interested in finding out more about TikTok, call our digital team on 01225 302270.
Rhianna Williams, Media Planner/Buyer