Should you Advertise on TikTok?

If you are wondering should you advertise on TikTok, we have some answers. Although TikTok’s origins go back to 2014, its popularity exploded earlier this year, and now there are reportedly 800 million active users of the popular video-sharing app. If you’re not familiar with it, users can create and share 15-second videos. Many people have gone viral on the app with videos appealing to specific demographics.

With so many millions of users across the globe, many brands are wondering whether it’s time to dive into TikTok advertising. Before an organisation gets started with advertising on TikTok, there are a few things to consider to determine whether it will be an effective form of marketing.

 

Does it Suit Your Brand?

First, it’s crucial to think about whether TikTok aligns with your brand. Does it suit your business objectives? Is your brand one that makes sense on a video sharing app that’s mainly used by Gen Z? If the app doesn’t suit your brand, trying to advertise on TikTok will likely be a waste of time, effort and money.

 

Is Your Target Market on Tik Tok?

It should go without saying that advertising on a platform that your target audience doesn’t use is worthless. Still, all too often, brands just want to be seen on the most popular platform without thinking about whether their ideal customer uses it or not.

Tik Tok’s users are dominated by those in the 18-24 age range, followed by 25-34 and then 35-44. TikTok has previously stated that a massive 46% [source] of its users are Gen Z. If your target audience isn’t Gen Z or Millennials, then it’s likely not going to be worth investing in advertising on the app.

 

If the answer to the above questions is a resounding yes, it’s now time to consider the different types of advertising that are available on TikTok, and which might be most effective.

 

  1. Brand Lenses

Brand lenses allow users to interact with a brand using their filter. They’re most useful for brands who sell tangible products, as they promote purchasing and enable users to virtually ‘test’ products via the app.

 

  1. Brand Takeover

Brand Takeovers are full-screen adverts that are displayed when the TikTok app is launched and can be either a 3-second image or a GIF of between 3 and 5 seconds. The advert can be linked to a brand’s landing page or a Hashtag Challenge within TikTok.

 

  1. Hashtag Challenges

TikTok users can start Hashtag Challenges where they create a video with an accompanying song and then challenge others to create their own versions. Brands are also able to create hashtag challenges and sponsor these, and they appear on the discovery page for six days.

 

  1. Native Adverts

Native video adverts show up in the discovery section on TikTok and are between 9 and 15 seconds in length. Users can skip these ads, so they can swipe away quickly if their attention isn’t grabbed immediately.

 

Of the above different styles of advertising on TikTok, as with many other social media platforms, no one stands out vastly in terms of success. Brands seeing great results through TikTok advertising have been garnering these results through a variety of all the different forms of advertising on the app.

 

So should you advertise on TikTok? If you think your brand would fit in well with the TikTok platform and would like to discuss a marketing strategy for success, contact our team today to see how we can help.

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