TikTok Advertising—Everything You Need to Know
5 Minute Read:
TikTok, the newest video streaming platform, has officially made its impact in the world of social media. This year, TikTok secured its position within the U.S. market by introducing its new advertising platform. I'm sure some of you are saying "WTF is TikTok?". Don't worry, I'm here to help familiarize you with the increasingly popular app.
What is TikTok?
Originating in China, TikTok strategically entered the U.S. market when it purchased the popular Musical.ly app and converted its 100 million active users. Where TikTok differs from Vine is that it capitalizes on the front-facing camera and vertical videos—usually set to music or audio from other users’ videos.
Because of this specific focus, most users base their videos off comedy skits or hashtag challenges—or just reenact other popular videos. The possibilities are endless.
Why should I care about TikTok?
Depending on which generation you’re in, you may use social media differently—and certainly more avidly—than people in other age groups. So what generation has been most engaged by TikTok? According to Global Index:
“As social networks have evolved into multi-media platforms, digital consumers are now as likely to use them for keeping up with the news as to stay in touch with friends. 16-24 year-olds show slightly different preferences; their most cited motivations for using social media are to fill up spare time and find funny or entertaining content.”
As a result of its funny and entertaining content, TikTok users are mostly Gen Z, with more than half of their users (60%) being aged 16 to 24. And the startling numbers don’t stop there, as the short-video phenomenon continues to soar.
- TikTok has been installed more than 800 million times
- 60% of TikTok users in the US are aged 16-24
- Customers have spent $97.4 million on TikTok purchases
How do I advertise on TikTok?
The technology behind TikTok is designed to help users find creatively authentic entertainment—and, if you play your cards right, discover your brand, as well. As of May 2019, there are a few different ways your brand can break through:
- In-feed ads: Brands can create in-feed video ads that will show up in the users feed between other user-generated posts
- Branded hashtag challenges: Brands can create a hashtag challenge that can be easily found in the Discover section. The hashtag challenge creates a great environment for other creators to interact with the brand
- Brand takeover ads: When opening the TikTok app, an ad will take over the screen before the users get through to the platform
- Influencers: Find an influencer who really aligns with your brand. Influencers are always a great way to spread your message to a similar, or new demographic
- Branded lenses: Like Snapchat and Facebook, TikTok will soon release lenses feature that allows users to film themselves in a 2D, 3D, or AR branded lens
Give TikTok a try—you might be surprised
When I first opened TikTok, I didn’t know what to expect. However, after creating my profile and exploring the interesting UI—particularly the purposeful design choice to focus on vertical videos rather than the typical 16:9 widescreen format—I found myself wanting to learn more.
This app had me ENGAGED for 2 hours. I rarely spend that much time on any social platform, so it says something about the type of content that is published and the potential for brands to capture that attention.
What’s next?
As social media evolves, it’s wise to ask yourself if your brand is evolving with it. Above all, I encourage you to download TikTok and just start playing around. And if you think the app is right for you and your brand—and want to beat your competition to this relatively unexplored market—give advertising a try.
About me:
I’m a Marketing Coordinator at The S3 Agency and an avid connoisseur of all things digital. When I’m not researching the latest trends in social media, I can be found practicing Zenful thinking on and off the yoga mat. Read more articles about advertising, social media, and PR at theS3agency.com.
Sources:
https://blog.sociallyin.com/tiktok-marketing
https://www.businessofapps.com/data/tik-tok-statistics/
https://variety.com/2018/digital/news/tiktok-jimmy-fallon-musically-app-downloads-1203032629/
https://digiday.com/marketing/tiktok-quietly-testing-ads/
https://blog.globalwebindex.com/trends/tiktok-music-social-media/
https://influencermarketinghub.com/tiktok-statistics/
https://www.globalwebindex.com/hubfs/Downloads/Social-H2-2018-report.pdf