Social media keeps changing, and TikTok has become a big deal for marketers and advertisers. The numbers are impressive: 170 million users and 7 million businesses in the United States use TikTok. People spend about two hours each day watching TikTok videos, which makes it very attractive for companies wanting to reach new customers.
A TikTok employee, Mark Wallrapp, recently shared some interesting information about how the platform can be used for advertising and how marketing agencies can get the most out of it. This article will explain what makes TikTok special and how businesses can use it to improve their marketing.
TikTok's expanding user base
Many people think TikTok is only for young folks sharing dance videos and funny challenges. But that's not the whole story. In fact, the age group growing fastest on TikTok is 35 to 54 years old. This shows that the app is popular with many different types of people, not just teenagers.
Half of all Americans use TikTok every month. You can find all sorts of content on the app, from entertainment and inspiration to news, education, and self-help videos. This variety means that all kinds of businesses can find their target audience on TikTok.
The platform's broad appeal has made it a go-to place for people of all ages looking for information, entertainment, and connection. This shift in demographics has opened up new opportunities for businesses to reach a wider range of potential customers.
One of the reasons for TikTok's success is its algorithm, which quickly learns what kind of content each user enjoys and serves them more of it. This personalized experience keeps users engaged and coming back for more, which is great news for advertisers looking to reach specific audiences.
Common misunderstandings about TikTok
The TikTok employee pointed out several things people often get wrong about the platform:
- It's not just for quick, amateur videos: TikTok now allows videos up to 10 minutes long, and the quality of content has gotten much better over time. This change has allowed creators and businesses to share more in-depth, polished content that can engage viewers for longer periods. For example, many educators and experts now use TikTok to share detailed tutorials or explanations of complex topics.
- Going viral isn't everything: While having a video go viral can be great for exposure, it's not a reliable plan. Most successful TikTok ads are just honest and relatable. Consistency and authenticity often lead to better long-term results than chasing viral moments. Businesses that focus on creating regular, high-quality content often see better overall engagement and growth than those that put all their efforts into trying to create a single viral hit.
- TikTok isn't only for brand awareness: Many advertisers use TikTok for more specific goals, like getting sales or leads. The best marketers combine brand awareness with these specific goals in what TikTok calls "brandforemance." This approach allows businesses to build their brand while also driving concrete results. For instance, a clothing brand might use TikTok to showcase their latest styles (brand awareness) while also including a direct link to purchase (performance).
- Content doesn't need to be overly produced: While high-quality content is important, TikTok users often respond well to authentic, less polished videos. This can be good news for small businesses or those just starting out on the platform. Many successful TikTok creators film their content using just their smartphones, proving that fancy equipment isn't necessary to make an impact.
- It's not just about entertainment: While TikTok is known for its fun, entertaining content, it's also becoming a platform for education and information. Many users turn to TikTok to learn new skills, get advice, or stay informed about current events. This trend opens up opportunities for businesses in fields like education, news, and professional services to reach new audiences.
How to advertise on TikTok
TikTok offers different types of ads for different goals:
- In-feed ads: These appear as users scroll through their For You page, blending in with organic content. They're great for reaching users who are already engaged with the platform.
- Spark ads: These boost organic content, allowing businesses to amplify their best-performing posts. This can be a cost-effective way to increase reach and engagement.
- Web ads: These direct users to a website outside of TikTok. They're useful for driving traffic to your site or online store.
- Lead generation ads: These help businesses collect information from interested users directly within the app. They're particularly useful for B2B companies or those offering services.
- Video shopping ads: These allow users to shop products featured in videos without leaving TikTok. They're great for e-commerce businesses looking to streamline the purchasing process.
There are two main ways for businesses to advertise on TikTok:
- Managed service: For agencies that spend a lot on TikTok ads, the platform assigns a special manager who helps with best practices and gives access to new features and custom reports. This option is great for larger businesses or those new to the platform who want extra guidance. The manager can help develop strategies, optimize campaigns, and provide insights that might not be available to self-service advertisers.
- Self-service: Businesses can use TikTok Ads Manager (TTAM) to create, run, and track their own campaigns. This option gives advertisers more control and is often more cost-effective for smaller businesses. TTAM provides a range of tools for targeting, budgeting, and measuring campaign performance, allowing businesses to fine-tune their advertising efforts.
Creativity matters most on TikTok
Mark Wallrapp stressed that being creative is the most important factor for success on the platform. To help businesses make good content, TikTok offers several tools:
- TikTok creative centre: A place to learn about trends and see top-performing ads. This resource can help businesses understand what's working well on the platform and get ideas for their own content. It includes features like trend discovery, which shows what hashtags and sounds are currently popular.
- TikTok creative challenge (TTCC): Connects businesses with pre-approved creators who can make custom content quickly and affordably. This is especially useful for businesses that may not have the resources to create TikTok-specific content in-house. It's also a great way to tap into the expertise of creators who already know what works on the platform.
- TikTok creative assistant: An AI tool that helps with ideas for trending content and tasks like brainstorming and writing scripts. This can be a great starting point for businesses looking to create engaging content. The tool can suggest ideas based on your industry, target audience, and current trends.
The key to success on TikTok is creating content that feels native to the platform. This often means embracing trends, using popular music, and creating videos that are entertaining or informative rather than overtly promotional. Businesses should aim to create content that adds value to users' experiences on the app, whether through entertainment, education, or inspiration.
TikKeeping up with TikTok trends
Staying current with trends is important for doing well on TikTok. Some key trends to watch:
- More AI-generated content: As AI tools become more accessible, we're seeing more AI-assisted content creation on the platform. This could range from AI-generated music to AI-enhanced video effects.
- Brands using more user-generated content (UGC): Many businesses are finding success by featuring content created by their customers or fans. This not only provides a steady stream of authentic content but also helps build community around the brand.
- Growth of social commerce, especially through TikTok shop: The ability to shop directly within the app is changing how businesses approach e-commerce on TikTok. This seamless integration of content and commerce is likely to become increasingly important.
- Companies spreading out their social media presence to reach new audiences: Many businesses are realizing the importance of having a presence on multiple platforms, including TikTok. This multi-platform approach allows them to reach different demographics and engage with users in various ways.
- Educational content: There's a growing trend of users turning to TikTok for quick, easily digestible information on a wide range of topics. This "edutainment" content combines learning with entertainment, making it highly engaging.
- Behind-the-scenes content: Users are increasingly interested in seeing the human side of businesses. Content that shows how products are made or gives a glimpse into company culture tends to perform well.
- Sustainability and social responsibility: More users are looking for content related to environmental and social issues. Businesses that can authentically communicate their efforts in these areas may find a receptive audience on TikTok.
Getting the most out of TikTok advertising
To make your TikTok advertising more effective, try these tips:
- Make content specifically for TikTok: Don't just reuse ads from other platforms. TikTok users expect content that feels native to the app. This might mean creating vertical videos, using popular TikTok transitions, or participating in trending challenges.
- Use trends and tie in with cultural events: This can help your content feel relevant and timely. Keep an eye on trending hashtags and sounds, and think about how you can incorporate them into your content in a way that makes sense for your brand.
- Try things out, learn from the results, make changes, and then expand what works: Don't be afraid to experiment with different types of content and ad formats. Use TikTok's analytics tools to understand what's resonating with your audience and adjust your strategy accordingly.
- Talk with your followers through comments, likes, and shares: Engagement is key on TikTok, so make sure you're interacting with your audience. Respond to comments, ask questions in your videos, and encourage user participation.
- Be authentic: TikTok users value genuine content, so don't be afraid to show the human side of your business. This could mean featuring employees, showing your workspace, or sharing honest insights about your industry.
- Use popular music: Music is a big part of TikTok, and using trending songs can help your content get discovered. TikTok's Commercial Music Library offers a wide selection of tracks that are cleared for business use.
- Collaborate with influencers: Partnering with TikTok creators can help you reach new audiences and add credibility to your brand. Look for influencers whose followers align with your target audience.
- Use hashtags strategically: Hashtags can help your content get discovered, but don't overdo it. Choose a mix of popular and niche hashtags that are relevant to your content and audience.
TikTok certification: Proving your expertise
For marketing professionals who want to show they know their stuff, TikTok now offers a certification in media buying. This program is for people with at least one year of experience in media buying or agency work. The certification process includes:
- A two-hour test with 60 questions
- A $200 fee (plus some extra fees)
- Topics like planning campaigns, targeting audiences, analyzing data, and measuring results
- A certificate that's good for two years
This certification can help professionals look more credible, get more clients, and grow their businesses. It's a great way for marketers to demonstrate their expertise in TikTok advertising and stand out in a competitive field. The certification covers not only the technical aspects of running TikTok ad campaigns but also best practices for creating effective content and engaging with the TikTok community.
What's next for TikTok
TikTok is always changing to meet the needs of advertisers and users. Some things coming up:
- Updated learning materials in TikTok Academy: This will help businesses and marketers stay up-to-date with the latest best practices. The academy is likely to cover new features and tools as they're released, ensuring that advertisers have the knowledge they need to succeed on the platform.
- More certification tests for creative experts and performance-based experts: These additional certifications will allow professionals to demonstrate their expertise in specific areas of TikTok marketing. This could include specializations in areas like content creation, analytics, or specific industries.
- Presentations about agency basics at industry events: This shows TikTok's commitment to educating businesses and agencies about how to use the platform effectively. These events provide opportunities for marketers to learn directly from TikTok experts and network with other professionals in the field.
- Continued development of TikTok Shop: We can expect to see more features and improvements in this area as TikTok pushes further into e-commerce. This might include enhanced product tagging, improved analytics for sellers, or new ways to showcase products within videos.
- Enhanced analytics and reporting tools: As businesses invest more in TikTok advertising, they'll likely demand more detailed insights into their performance. TikTok may respond by offering more advanced analytics tools, allowing for deeper analysis of campaign results.
- Expansion of augmented reality (AR) features: TikTok has already introduced some AR effects, but we might see more advanced options in the future, potentially opening up new creative possibilities for advertisers.
Conclusion
As more and more content appears online every day, TikTok gives businesses a unique chance to stand out and connect with their target audience. With its diverse users, different ad types, and focus on creativity, TikTok is becoming an important part of digital advertising.
Success on TikTok takes time and effort, but the potential rewards are big. By putting in the work to understand the platform, create engaging content, and stay up-to-date with trends, businesses can become leaders in their industries.
TikTok isn't just for fun videos anymore. It's a powerful marketing tool that can help businesses of all sizes reach new customers. If you haven't considered TikTok for your business yet, now might be the time to give it a try.
