It’s time to give TikTok a prominent place in your marketing mix

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TikTok has grown so much that advertisers simply can’t ignore it anymore, says Ishaba Haque.

In September last year, TikTok announced that it had surpassed one billion monthly active users, placing it at number 7 on the list of the most popular social networks in the world. This milestone is even more impressive considering that TikTok only launched internationally in late 2017, a fact that highlights the unprecedented rate at which the app has spread from phone to phone. other.

I could go on churning out a number of stats that speak to TikTok’s popularity, but that’s really not necessary. TikTok is big. It’s obvious.

From an advertising perspective, what I find even more impressive than TikTok’s rapid rise is how transformational it has been, completely changing the game in terms of consuming online video content.

The music-based, fun, raw, and experimental short video content that makes up TikTok streams has formed a unique environment for brands to integrate into, both organically and through paid media— the latter being the subject of this article.

Before we discuss why TikTok deserves a prominent place in your media mix, let’s first discuss two of the common reasons I often see given by brands who are wary of adopting the platform.

#1 Won’t TikTok only allow me to reach Gen Z audiences?

Much has been said about the fact that TikTok users are took into consideration generally be younger than other social networks. For brands with a young target demographic, this has allowed TikTok to be adopted as an effective method of connecting with Gen Z consumers.

But what if your target audience is not part of this demographic? Wouldn’t it be pointless to invest in TikTok ads?

Actually no. This idea that “TikTok is just a Gen Z platform” is outdated. While Gen Z were the earliest users and still represent the largest audience segment, the age distribution of TikTok users has become increasingly diverse as the platform has grown.

The chart below highlights this, showing the age distribution of US TikTok users in March 2021.

As you can see, the 30-39 and 40-49 age brackets both make up over 20% of TikTok’s user base, and if you combine those two with those aged 50 and over, you get 53% of TikTok users being between the ages of 30-50+.

So, with more TikTok users being over 30 than under, as well as a diverse age distribution overall, you shouldn’t be put off by the idea that the platform is a silo of the generation Z.

#2 Is TikTok a safe environment for my brand?

As a newcomer to the advertising block, it’s understandable that some brands were initially hesitant to advertise on TikTok, with some citing brand safety issues. This hesitation was mostly felt by large global companies where brand safety is extremely important.

However, since TikTok launched its advertising platform, “TikTok for business”, the platform has been very active in brand safety measures, releasing a variety of different tools and solutions helping to provide peace of mind to advertisers.

For example, this year TikTok Global Event, the platform announced the launch of the TikTok Inventory Filter, a tool inspired by the GARM brand safety and suitability framework that will allow advertisers to make informed decisions about the types of content to advertise next to. TikTok will appear. During the event, TikTok also announced new brand safety/suitability partnerships with Integral Ad Science and Zefr, as well as expanding their partnership with Open Slate.

It shows that TikTok is making this a top priority and is actively working to ensure brands are confident their ads will be placed in a safe and regulated space.

Why TikTok deserves to be a main player in your Media Mix

I hope I have helped dispel these common concerns about TikTok advertising.

Without these hesitations that hold you back, there is no reason not to make TikTok a main player in your paid social activity.

Earlier in this article, I mentioned that TikTok offers brands a “one-stop environment” to advertise. This environment exists because TikTok, through its “Don’t Make Ads. Make TikToks’ ethos—encourages and enables advertisers to deliver ads that don’t disrupt a user’s experience on the platform, and instead strive to be part of the experience through authentic video.

This dynamic signals a shift in how brands communicate with audiences through ads, or as Blake Chandlee, President of Global Business Solutions at TikTok puts it: “Brands have moved from talking to consumers and creating effectively with them. At TikTok, we have worked tirelessly to facilitate this. »

Consumer expectations of advertisements have evolved considerably in recent years. This was highlighted in the IAB’s 2022 U.S. digital advertising outlook., where it was said that industry players needed to do more to “meet consumers where they are, the way they want to, with advertising integrated into an authentic consumer connection strategy.”

TikTok’s advertising solutions have been developed specifically to help brands overcome this challenge of changing consumer expectations. For that reason, it’s time to take TikTok seriously by making it a regular channel in your 2022 campaigns.


Featured image: Olivier Bergeron via Unsplash

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