As someone who identifies as a Zillenial, I used to be completely opposed to getting TikTok. I didn’t want to fit the stereotype of a typical GenZer. However, after my roommate showed me how to Renegade, and with the onset of quarantine leading to immense boredom, I caved and got the app to try out those TikTok dances everyone was talking about. It turned out to be so much more than just a dance platform! Now I’m on it daily, checking out content from art to animals, dance to DIY, and even frog-related TikToks. What’s amazing is how many unique communities and content niches exist within the platform. Trust me, it’s practically impossible to run out of things to see.
Despite its surge in popularity, many advertisers are still hesitant to promote their brand on TikTok. This hesitation often stems from three common assumptions:
- TikTok users are exclusively GenZ
- There’s no suitable space for my business on TikTok
- TikTok is just another social media platform The reality is that TikTok presents a powerful advertising platform. In this post, I’ll debunk these three myths with nine data-supported reasons why your business should be advertising on TikTok!
1. TikTok ads offer access to a diverse audience
It’s no secret that GenZ makes up a significant portion of TikTok content creators. However, it’s a misconception to think that all users are between 16 and 24. While it’s true that 41% of users fall within this age group, it means that 59% of the platform comprises users from Millennial, GenX, and even Baby Boomer generations (yes, even my 60-year-old dad is on it!). In the past 18 months alone, the number of US adult TikTok users has grown by 5.5 times. In fact, during the first quarter of 2020, TikTok saw more downloads than any other app ever in a similar timeframe (likely influenced by the COVID-19 pandemic and lockdowns, but 5.5 times more is still significant).
Image source The ads I personally encounter on TikTok are usually for e-commerce, streaming services, and app downloads, often encouraging actions like visiting a website or starting a free trial. These are all things that appeal to people of all ages and backgrounds, not just Gen Z. Emily True, one of our Account Managers at nexus-security, who is a Millennial, also sees ads relevant to her generation. “I see a lot of e-commerce and lifestyle ads on TikTok,” True notes. “Some are from my favorite clothing brands, and I also come across many electronics and tech accessories ads.” Clearly, TikTok presents a strong opportunity for brands targeting GenZ. However, with 59% of users being 25+, coupled with the platform’s diverse communities, there’s vast potential to reach numerous other niches, age groups, and demographics through strategic TikTok ad targeting.
Source: @heididamelio on TikTok RELATED: The Best Time to Post on TikTok
2. Running impactful campaigns on TikTok is easy and affordable
Many brands, particularly smaller businesses, avoid TikTok advertising thinking it requires too much time, money, and effort. They worry about the complexities of campaign setup, creating authentic video content, and managing data on another platform. However, setting up a TikTok campaign isn’t that complicated, and there are numerous resources available to guide you. Worried about budget constraints? TikTok advertising is quite affordable. When comparing TikTok vs Facebook ads, their cost-per-click is roughly the same ($1.00). Moreover, TikTok actively supports small businesses through their relief program, Back to Business. This program provides $100 million in ad credits to advertisers globally, aiming to help businesses impacted by COVID-19 get back on their feet. Eligible businesses can receive a one-time ad credit of $300 USD, usable until the end of 2020.
This program gives businesses access to self-serve advertising tools like creative tools, flexible budgets, performance targeting, and business accounts. They get the potential to connect with millions of users globally and create engaging brand content that fosters creativity and drives interaction.
3. TikTok’s diverse ad formats encourage engagement
TikTok’s advertising strength lies in its ability to capture attention. In-Feed ads. When executed well, your ads have a high chance of resonating with users. TikTok offers various ad formats, including:
Topview ads
This prime ad placement ensures maximum visibility. Similar to ‘Top of Page’ in PPC, your ad appears as the first video when a user opens TikTok, grabbing their attention instantly.
Source: @HollisterCo on TikTok
Brand Takeover ads
Similar to TopView, this full-screen static or dynamic display offers a strong visual impact. Think of these like non-skippable YouTube ads or bumper ads. They often appear as soon as a user opens TikTok, but without the option to like or comment. For best results, combine this format with others to maximize your reach.
Source: @HBOMax on TikTok RELATED: Use the TikTok ads library to see what your competition is doing!
In-Feed Ads
Become a natural part of the user experience by seamlessly integrating your brand story into their For You Page (FYP). These ads allow users to engage with your content through likes, comments, shares, follows, and even creating videos within the same TikTok sound.
Source: @Bumble on TikTok
Branded Hashtag Challenge
This engaging format leverages users’ passion for creative expression, driving strong brand awareness and engagement that goes beyond a simple click. Users can actively participate and generate content around your chosen campaign theme.
Source: @bliss on TikTok
RELATED: How to Stitch on TikTok (With Hilarious Examples)
Find more TikTok hashtag ideas to use in your ads and posts here.
4. TikTok excels at influencer marketing
Partnering with TiKTok creators offers a powerful form of influencer marketing, allowing you to promote your brand through content with massive reach potential, second only to Facebook and Instagram. These creators—influencers, celebrities, bloggers, athletes—use TikTok to share their perspectives, recipes, families, dance moves, and snippets of their daily lives. Unlike Instagram, where heavy editing and professional production are the norm, TikTok embraces authenticity and raw experiences. This results in more relatable and genuine content. Many influencers like Charli D’aMelio and Addison Rae rose to fame through TikTok, gaining millions of followers within a year and securing numerous business partnerships early in their careers.
Sources: @jlo and @officialreesetiktok on TikTok Pro tip: TikTok users are discerning and can spot marketing tactics easily. Choose your influencer partnerships carefully and consider how you deliver your message. Collaborate directly with content creators to ensure your message aligns with both your brand and their audience, leading to genuine business results. TikTok facilitates this process by using its data to connect brands with the most suitable influencers.
Source: @javierr on TikTok
5. TikTok ads boost brand visibility
You don’t need to be an influencer to drive trends on TikTok. Anyone can participate and potentially go viral on the FYP, including your brand! Creating video ads based on daily trends increases their relevance and visibility, allowing for a consistent content flow, instant relatability, and continuous discovery. Live streaming is another fantastic way to increase brand awareness on TikTok. Learn how to go live on TikTok here.
6. Connect with engaged consumers on TikTok
Many mistakenly dismiss TikTok as just another app consuming screen time. However, this increased screen time translates into a positive trend for advertisers: growing TikTok usage presents a valuable opportunity to reach a highly engaged audience. Take a look at the monthly TikTok app user engagement in the US from October 2019 to March 2020 (average minutes per visitor), courtesy of Statista:
Image Source TikTok’s diverse content ensures something for everyone. Whether you’re a clothing brand, an app developer, a service provider, a transportation company, a restaurant owner, a musician, or simply someone looking to boost the visibility of their products and services—TikTok has a place for you. The platform provides advertisers with endless trends to leverage for maximum reach, from daily challenges and popular music to TikTok Live, hashtag challenges, viral dances, Stitches, and even duets.
7. Showcase your products authentically on TikTok
Authenticity is at the core of TikTok’s appeal. Unlike Instagram, where users often present their idealized selves, TikTok encourages genuine self-expression. It’s a space for people to share their style, daily lives, talents, pets, stories, and creativity, all with the potential for their content to go viral. Embrace this authenticity instead of trying to imitate it, and you’ll find success for your brand. TikTok gives you the platform to increase brand awareness and showcase your products and services to new audiences; with the right messaging, you can significantly boost engagement too.
8. Elevate your video marketing strategy with TikTok
You might be thinking, “Can’t I just stick to video marketing on Facebook and Instagram?”. While those are viable options, TikTok’s video-centric approach allows advertisers to connect with users through the power of sound. Facebook and Instagram often limit advertisers to static images or short videos, and users are less likely to have the sound on while browsing ads on these platforms. Consider incorporating popular songs or trending sounds into your TikTok ads to create a more native and engaging experience for viewers.
9. Stay ahead of the social media curve with TikTok
The future of TikTok is bright, with the platform only expected to grow. With its constant evolution and updates, TikTok has transcended traditional social media, ushering in a new wave of creativity among users of all ages. It’s a place for fun, entertainment, seeking likes, and connecting with others. Hopefully, this post has debunked some common myths surrounding TikTok and inspired you to showcase your brand’s creativity through advertising on this exciting and ever-evolving platform!