Advertising on TikTok takes time, a little touch of expertise, and a lot of effort – and the returns are worth it.
A common misconception among marketers is that TikTok is only for young audiences.
There are two reasons why this shouldn’t discourage you:
- Older users are slowly integrating into the platform.
- A lot of the content on TikTok is shared on other social media platforms like Instagram and Twitter, making it more likely for the videos to reach your older target audience.
That being said, brands that mostly target older audiences should focus the majority of their efforts on different social media platforms.
For those brands that advertise to a younger market, here are some useful tips to get you started:
A Brief History of TikTok Advertising
TikTok, the number one destination for short-form mobile videos, is now the hottest marketing tool in the industry.
It may appear shallow from the outside, but TikTok is not just about dance videos and lip-sync challenges. TikTok creators are making waves with the platform, spreading messages of love, and educating their followers on a variety of topics.
If you can think of it, chances are that it is on TikTok, but if the platform is so good, why don’t most businesses use it to advertise?
Well, a lot of brands believe that TikTok is for teenagers, which is largely true.
The older generations that have joined the platform may have been influenced by a younger family member, but TikTok retains its users even as they age.
Is TikTok Marketing Worth It?
TikTok’s growth has been and continues to be the fastest of all social media platforms. The main determining factor for this is the short-form video content that keeps the 800 million active users entertained and informed.
To give this number a little more perspective, you should know that Instagram took six years to achieve what TikTok has done in two.
Facebook took four years to hit the same mark of active users.
TikTok has the highest engagement across all social media platforms. The app keeps users interested, which is great for marketers.
Here is more data to convince you why TikTok marketing might just be the future:
- 90 percent of TikTok users log into the app on a daily basis and spend an average of 52 minutes browsing through the content.
- While 55 percent of users upload their own content, 68 percent prefer to watch other people’s videos.
As a marketer, these numbers should encourage you to use TikTok. Let’s look at more reasons why you should use TikTok for marketing:
Reach younger audiences with ease.
The young are always the first to adopt social media platforms and trends. Older users on the platform usually make fun of themselves for failing to instantly grasp the mechanisms of the app.
Brands that want to advertise to teenage audiences can benefit greatly from the platform.
TikTok encourages user-generated content.
Out of all the social media platforms, TikTok records the highest engagement.
Because it encourages user-generated content.
The platform makes it easy for creators to shoot, edit, and publish their short-form videos. It also makes it easy for multiple creators to collaborate on projects.
TikTok promotes creativity, which is why a lot of viral videos and memes come from the app. Users publish ordinary videos in everyday surroundings and get a lot of attention for it.
When Instagram was starting, it was simply about sharing images and videos.
Today, the platform has developed to a point where almost all the content looks polished and well-refined.
Using and marketing on Instagram means taking the time to edit your images and videos, sometimes outside of the platform, before uploading.
On TikTok, the content is more authentic.
Creators use raw camera angles and publish truthful and unfiltered content for their followers. That authenticity can inspire people to connect with your brand and buy your products.
Marketers have a level playing ground on TikTok.
Thanks to the algorithm of the app, even users with zero followers can get views as long as they create appealing content.
The massive reach and scale of TikTok make the platform perfect for advertisers. TikTok was predicted to reach a potential 1.2 billion users in 2021.
And that’s not all…
TikTok is also partnering with Shopify, a top eCommerce platform.
Soon, the platform will see more social commerce which will increase the reach of Shopify merchants on TikTok.
Users will also be able to make purchases directly from the TikTok app.
It’s clear that this platform is growing, and it’s only going to get bigger.
Currently, it has the scale of every other social media platform, except; advertisers have not yet flooded TikTok.
It’s affordable, has high user engagement, and limited competition from other brands – TikTok might just be the perfect marketing tool.
Too Short Content?
Although the short-form video content is the main selling point of the platform, users could do with the freedom to create longer videos.
TikTok reports to be working on a new feature that will allow creators to shoot videos up to three minutes long.
Longer videos can pack more content and keep viewers entertained for longer.
Brands will also get multiple chances to advertise their content within a single video.
This could come with its own set of challenges, but it is undeniable that allowing for longer content will spark more creativity from TikTok users.
Do you Need a TikTok Account to Advertise?
It’s good to have a branded page that your audience can refer to for content.
If you are worried about the time and effort it takes to create videos, rest assured that Bunny Studio has a solution for you.
You can easily create great videos even with a limited budget, and having a business account allows you to target all the trending hashtags and expand your reach.
A lot of brands, however, opt to use influencers on the platform instead of advertising on their own TikTok page.
Because brand messaging is simply not the kind of content for TikTok.
TikTokers want engaging content, something fun and informative. Something silly, satirical, or ironical. You have to be creative if you are going to create original videos for your brand.
The good news is that you have another option when it comes to TikTok marketing:
You Don’t Need a TikTok Presence to Advertise
The work of creating and maintaining a social media account can be daunting, especially on a fast-paced platform like TikTok.
The good news is that you don’t have to struggle to build an audience on the platform.
There are influencers available across multiple industries including fashion, food, beauty, and so much more. You can advertise your brand to a large audience as long as you get the right influencer for the job.
Its easier to outsource this duty to someone who is well-versed with TikTok and can easily create relevant videos with the potential to trend.
The major categories of content on the app also include advice, pets, life hacks, fitness, and DIY.
Over time, TikTok has grown to include more serious content such as finance and healthcare advice. No matter your industry, there are high chances that your audience is on TikTok.
Best Time to Post on TikTok
If you have been in the marketing game for a while, then you know that there is always an optimal time to do everything.
There is a time to post on Facebook, Instagram, Twitter, and YouTube. You should also know the best time to send an email newsletter.
That being said, there is never a specific time that every business should use.
It’s all trial and error – try posting at different times and see what works for you. When do you get the most engagement?
A lot of digital platforms and services offer pro accounts for their users, sometimes at a fee. Upgrading to a pro account on TikTok won’t cost you anything.
All you need to do is enable to ‘pro upgrade’ feature in the ‘Privacy and Settings’ section of your account.
A TikTok pro account is worth it because it gives you access to marketing analytics data that can give you much-needed insights to help your content creation process.
You also get access to follower analytics which shows you when your audience is most active. This is useful as it helps you decide on the best time to post new content.
Brands Advertising Well on TikTok
TikTok gives you the freedom to run in-feed ads as well as banner ads on the homepage. You can target your audience by location, age, and other demographic information.
You can also target audiences that have viewed similar content to your own.
If you need some inspiration, you can check out the TikTok pages of these brands and see how they do it:
The World Health organization uses its TikTok account to provide information and answer questions related to health.
This helps viewers to combat misinformation and debunk myths about diseases.
This brand uses influential marketing to reach wider audiences.
By encouraging their ambassadors to start fitness and dance challenges, Gymshark gets to advertise to its target audiences.
Even celebrity users have found ways to market their personal brands on TikTok by participating in challenges and creating content for their viewers.
Looking for Expert Video Editors?
We know how intimidating it can be to advertise on a new platform. You may not know your way around the app’s features well, or you may be too busy to give it your best.
Bunny Studio is here to cover all your video needs so you can focus more on your business.
Advertising on TikTok can be easy with the right kind of help.