Should Your Business Use TikTok for Social Media Marketing?

Home to viral dance moves, cat videos, and discussions on what exactly is ‘cheugy,’ TikTok is the fastest-growing social media network worldwide. In fact, the app has over two billion downloads and more than 800 million active users. Are you considering using TikTok in your next social media marketing campaign? This article will explore the basics of this exciting, youth-oriented platform and help you decide if marketing on TikTok is right for you.

The Numbers Behind TikTok for Business

Want to reach a Gen Z or Millennial audience? You’ll find them hanging out on TikTok. Almost 37 percent of TikTok users in the United States are aged 18-24, with a further 32 percent in the 25 to 34 demographic. This trend is repeated globally, with TikTok now present in over 150 different countries.

TikTok exclusively hosts video content, meaning your brand will need to create a video marketing strategy before taking the plunge. Don’t let that discourage you. Video marketing is taking on greater emphasis for brands worldwide. In fact, a Wyzowl survey has shown that 91 percent of consumers want to see more video marketing. It’s easily digestible, entertaining, and memorable.

Now that you’ve learned these impressive statistics, it’s time to decide whether TikTok is right for your business. Let’s start with some key questions:

Is Your Target Audience on TikTok?

You should first consider your target audience. Are they a part of TikTok’s young, tech-savvy core demographic?

As the platform continues to mature, increasingly younger audiences will drive it forward. Facebook and Instagram were similarly dominated by young people in their early days, only gaining popularity among older consumers later on. Following this pattern, older users should eventually migrate over to TikTok. So, if you’re looking to sell a miracle baldness cure, this might not yet be the platform for you.

Are You Ready to Get Creative?

Forget about those overproduced and professionally filmed videos, TikTok isn’t the place for them. Most videos on the platform are shot and edited using smartphones, with unique and creative ideas rising to the top. 

Understandably, this kind of content isn’t possible for all businesses. But, if you’re a youth-oriented brand with a light-hearted strategy, TikTok is the perfect platform to test your creative marketing ideas.

What’s the Best Way to Use TikTok Advertising?

Here are the different types of ads you can create on TikTok:

  • In-Feed Ads – These videos appear on users’ “For You” pages alongside regular content. They can be up to 60 seconds long, are skippable, and allow users to like, comment, and share them.
  • Brand Takeovers – These are full-screen videos that appear once the app is opened. Brand takeover ads are interactive and encourage users to take specific actions like visiting your website or downloading your app.
  • TopView Ads – These are full-screen ads that appear once the TikTok app is opened. They can be up to 60 seconds long and aren’t skippable.
  • Branded Hashtag Challenges – This unique format encourages users to create and share their own content focused on a specific theme or challenge. These ads can include a branded hashtag, custom music, and effects. 
  • Branded Effects – This type of ad involves customized filters and effects that users can create content with. They can include your brand’s logo or other branded elements.
  • Collection Ads – This type of in-feed video guides users to a storefront where they can explore your products without leaving the platform.
  • Spark Ads – This is a native ad format where you can take advantage of organic TikTok posts and features. By boosting your TikTok accounts’ posts, you’re guaranteed that any engagement gained during the promotion counts towards your organic content.

Some of these ads have a barrier to entry, as they require some design skills for elements like lenses and filters. But, these barriers only apply if you’re looking to spend money on dedicated advertising. Many businesses just use TikTok to post fun videos with the goal of going viral. If you’re interested in the platform, this is a great way to get started.

Is Your Business a Fit for Influencer Marketing?

A way to start marketing on TikTok without having to create unique graphics is by working with TikTok Influencers. Some influencers have big audiences and lower prices than other social media platforms, like Instagram and YouTube. If an Influencer aligns with your brand values, they provide a great opportunity to kickstart your TikTok marketing plan.

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