It’s been 5 years since I first launched a marketing campaign on TikTok. That first test was iffy – engagement wasn’t where I wanted it to be and app downloads were low. Honestly I stopped advertising on TikTok for a few months after that test until I could really figure things out.
Five years later, and TikTok’s advertising capabilities have expanded immensely. New targeting, better tracking, and an endlessly growing audience. No longer is TikTok something I recommend for tentpole moments and holidays. You need to be on TikTok. Why?
Here are the top 5 reasons your business needs to be on TikTok.
1. Access to younger demographics.
Think about who you’re trying to reach in your marketing campaign. If your target demographic includes Gen Z (or even millennials), TikTok is the answer. TikTok skews quite a bit younger than Facebook and is where to find younger, trend-savvy consumers. Over 2/3 of 18-19 year olds are on TikTok, making it a shoe-in for reaching those younger audiences.
2. Viral Potential
TikTok’s algorithm loves to promote new content, meaning your videos can reach far beyond your audience, even for a paid promotion. As long as your video provides some kind of value, users may share it. Value on TikTok? It can be anything. Comedy, product information, news, a fun hair trend, a cute dog, skateboarding in a video while drinking cranberry juice…Anything has viral potential.
3. Super High Engagement
People spend a lot of time on TikTok…and I mean, a lot. On average, a user spends 52 minutes per day on the app. So for nearly an hour every day, user are scrolling through video after video, getting more and more ads in front of them.
Is that not enough to convince you yet? In 2023, users spent 4.43 BILLION minutes on TikTok EACH DAY. So yeah, put your ads there.
4. Purchasing Power
How many times do you compliment your friend on a new shirt or some fun gadget around their home and they say “oh thanks, I found it on TikTok”?
Over 55% of users have made an impulse purchase on TikTok (I am definitely guilty of this). See the product, immediately buy it. See the ad, immediately download the app. There’s nothing better for marketing than quick results and with TikTok users’ likelihood to be influenced by ads, this is the place to find those results.
5. You’ll be ahead of the curve
While I’ve been advertising on TikTok for 5 years, that isn’t the case for most marketers. It’s still a new enough channel that only 26% of marketers use TikTok! That means that while you grow your business on TikTok, your competition may still be trying to figure out Facebook or may simply not have the money or time to invest in TikTok. So beat your competition to it and get onto TikTok.
But, keep in mind…
TikTok is still its own animal. You may get decent success from running your YouTube video on TikTok or by using a popular Instagram Reel, but you need the right content to succeed on TikTok. Looking for help on that? Check out my blog on TikTok creative opportunities or reach out to me and let’s get working together.
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