The Rise of TikTok advertising has seemingly come out of nowhere. We’re all wondering how TikTok went from a niche content sharing platform for lip-syncing teens to the most popular app in the western world, threatening to knock Facebook from its spot as the top social media platform, in just a few short years. On average, a GenZ TikTok user spends 99 minutes per day on the platform. With the platform’s global presence in over 150 countries, a user base of more than 1 billion and over 834 million monthly users, TikTok is the social media platform of 2023.
The big 3 social media platforms have got some serious competition.
Why is TikTok So Successful?
There are multiple reasons for TikTok’s success, including:
- Easy-to-use video creation tools that blurred the line between creator and consumer.
- A large library of licensed music to add to video creations without copyright retribution.
- Successful ad campaigns across its competitors like Facebook and Instagram to attract users to this platform.
- And, most importantly, the algorithm it uses to create its “For You” page for users.
Although most other social media platforms also have pages curated from content by creators on the platform, targeted specifically towards the user, TikTok’s decision to make their “For You” page the home page when you open the app has made all the difference. Even without following any other pages or having any friends, your page is populated with short, entertaining, and attention-grabbing videos. This simple feature encourages the user to stay on the page and keep scrolling.
According to a survey of over 8,000 respondents, commissioned by TikTok, the platform is so successful because of its authenticity. It makes users feel happy, it is unique and different and offers content that can’t be found on other platforms, and it offers a sense of community between users.
It is therefore no wonder that the app has also become extremely popular as an advertising platform.
Why Advertise on TikTok?
Although TikTok Ads is not on par with other advertising giants like Facebook and Google, TikTok Ads are far more economical and deliver results much faster.
One of the biggest social media goals of most companies is to reach an audience that will engage with what they have to offer. TikTok’s capability to have a video go viral has given a refreshing spin to advertising. Instead of needing a massive fan base of followers and subscribers, the app favours content above all else, and gives anyone the opportunity to have their ad seen by many users.
TikTok Advertising Options
In-feed ads and brand takeovers are some of the ways in which advertising can take place on TikTok. In-feed ads appear in the “For You” feeds of your target audience. Takeovers of brands function somewhat differently. When a person opens TikTok, a full-screen advertisement known as a brand takeover is shown.
Wide Reach
The possibility to reach such a large fan base is even more valuable to advertisers when combined with influencer marketing, where the brand partners with someone who is already well-known in the industry, on other social media platforms or on TikTok. If creative content is shared by influencers, it not only reaches their existing audience, but can also reach further audiences through TikTok’s algorithm.
High Engagement Rate
TikTok also has a higher engagement rate than Instagram and Twitter (or as it’s now known, X), meaning that even if you are a small brand starting on TikTok, you are assured of a high engagement rate.
To be successful on TikTok for both paid and organic content, it’s important to stay up to date with trends. Your brand and its campaigns will perform significantly better if they are aligned with current trends on the platform.
How To Advertise on TikTok
At Digital Squeak, we usually suggest a combination of platforms based on your brand’s business and social media targets, but the rise and success of TikTok Advertising is undoubtedly a reason why all brands should consider adding the platform to their advertising strategy. If your brand’s target audience ranges from 13 to 60 years of age, it is highly recommended that you have a presence on TikTok.
Reach out to Digital Squeak so we can create and walk through a digital marketing strategy that would work for your company and determine whether TikTok is the right platform for you – pippa@digitalsqueak.co.za
Inari is Digital Squeak’s SMO Specialist. She took an unusual, but meaningful, journey to get here. From law and lecturing to social media and digital marketing. She loves how much she has learnt along the way, gaining experience in everything from strategy development and community management to paid media and data analytics, across a broad range of tools and platforms.
