What’s all the hype about TikTok, is it a viable marketing channel yet?
You’ve heard about TikTok before, but how can we use the platform as marketers to expand our reach? In this blog we cover the basics of TikTok and different ways how ads can be executed on the app.
What is TikTok?
In case you have been living under a rock, TikTok is a simple to use mobile app that allows users to upload and edit short form videos ranging from one second up to three minutes. It has become what SnapChat and Instagram had hoped they could become: The next best and biggest thing in video creation – the first of its kind on Western platforms that is arguably the perfect adaptation of YouTube in a short mobile form.
Who uses TikTok?
A Vox report suggests that in 2018-2019, the app was largely used by users based in the U.S.A. with teenagers (10-19 years old) dominating the app. However, the user base is expanding as can been seen this graph published by Statista which shows user-by-age stats in the U.S.A. in March 2021 which shows that older people are beginning to access the app,
and users can take any approach from storytelling, DIY-ing to mundane everyday life.
Why is TikTok so popular?
The platform offers instant gratification. The app itself is both fun and easy to use. TikTok’s in-app tools allow users to easily add music, filters, captions and hashtags which inspires them to be creative and set trends of their own. What makes it even more exciting is the ability to go viral overnight. Going viral is what makes TikTok’s “duet” feature quite exciting. Users also use this tool to post reactions to other users’ videos. This leads to a chain reaction of duets and has made for some hilarious content and has also contributed to how content becomes trendy. What is also quite gripping about TikTok is how easy it is to join trends as users often post tutorials on how others can execute trending dances.
TikTok Ads: Is it viable (and if so, how)?
But is it a viable marketing channel yet? Definitely. The platform works so incredibly fast that in a matter of just 3 days, Dior’s 001 Rose Blush went viral – thousands of users purchased, reviewed and applauded the product under the assumption it was famous billionaire Kylie Jenner’s go-to. Likewise, many other brands in the beauty industry have seen the same surge in sales due to TikTok. It seems the opportunities are limitless and there is room for every industry to thrive. The chances of going organically viral on the app are endless, but the question remains, “how do we as marketers make use of the platform in paid TikTok Ads?”
Here are a few simple ways:
- Brand Takeover
A 3-second static image or 3-5 second video without audio that shows on app launch. This is great for brand awareness videos but can be very expensive.
- Top View Ads
60-second ads that appear after 3 seconds as your first in feed post and include audio and a custom link.
- In Feed Ads
As the name implies is an ad that appears in the users “for you” feed.
- Branded Hashtags
This format encourages user generated content by using the product in a unique way and adding the branded hashtag. (Note this may not actually be the brand name but will likely be related to the brand e.g. #imlovinit). The video is added to the hashtag challenge page which other users can view. According to NoGood, this format of advertising on TikTok has seen an average engagement rate of 8.5%.
- Branded Effects, Sounds and Filters
This form of advertising is not new to social media platforms. Long before TikTok, brands were using their own branded filters and effects on SnapChat and Instagram. Branded stickers, filters and special effects are created for users to add to their own videos.
Instantly gratifying, always new, incredibly addictive. TikTokers are highly engaged and user generated content is the order of the day. The real question is not should you be marketing on TikTok but rather why are you not already?