TikTok may not be the first app that comes to mind when you think of social media, but it is actually the fastest growing social media network of all-time. In Q1 2020, it actually set the record for most app downloads in a single quarter, with 315 million installs.
Not only does TikTok have a billion users, but 90% of them use the app on a daily basis. Whether just watching other videos or uploading their own, TikTok users are constantly searching for content on the app, making it very valuable for businesses and brands that can utilize it. While it was initially geared to the younger generation (where it is still very popular), the app has spread to all ages and demographics.
Due to the nature of its engagement, TikTok offers many different advertising options that can effectively lead to engagement and exposure at an efficient cost. It can be easier to reach customers organically on TikTok due to the nature of the program, where posts can go viral even if the user or account doesn’t have a high number of followers.
TikTok also allows for organic advertising campaigns to be created even on a budget. Unlike other more traditional advertising methods, content is just as likely to go viral with a spontaneous video in ordinary surroundings as it is with a more professional setup. All that is needed is a creative idea and the opportunity is there.
TikTok also provides the opportunity to partner with influences on the platform. 2020 saw not only the rise of more users in general for the app, but also the rise of those with greater celebrity or influence. Established influencers can have a big impact because their audience is so engaged, and they understand the best ways to reach the target audience. TikTok even has a marketplace to connect brands and influencers, if you don’t know where to start to find someone to collaborate with.
Like other social media platforms, TikTok also offers the opportunity for paid advertising. This can be an affordable way to generate clicks and interest, because while it has the reach of other social media networks, it has not yet been fully taken advantage of with other advertisers. There are several different strategies and types of advertisements that can be used depending on marketing objectives.
Whether running in-feed advertisements to banner ads to sponsored hashtag challenges, you have the ability to target certain characteristics such as age, location, and demographics. This helps make paid advertising more affordable, increasing ROI. It’s important to partner with a digital marketing agency who understands the unique ins and outs of TikTok, allowing your advertising dollar to stretch as far as possible.
The bottom line is that while TikTok doesn’t have quite as much name recognition as Facebook or Instagram, it is the fastest growing social media network with an uncommonly engaged user base. This can make it extremely valuable for brands that understand how to use it to their advantage.