Our performance team regularly bring us the latest digital marketing trends and insights, in what we call the ‘School of Big Rock’. This week, we bring a performance marketer’s guide to TikTok.
What is TikTok?
TikTok describes itself as a destination for short-form videos on mobile phones.
“Our mission is to capture and present the world’s creativity, knowledge, and moments that matter, directly from the mobile phone. TikTok enables everyone to be a creator and encourages users to share their passion and creative expression through their videos.”
There are many advantages to advertising on TikTok because the platform provides unique access to Gen Z, the next generation of consumers. Our top TikTok advantages in terms of its users are listed below:
The audience is the next generation of trendsetters. 41% of TikTok users are aged between 16 and 24. 56% of TikTok users are male and 44% are female. Roughly 50% of TikTok’s global audience is under the age of 34 with 26% between 18 and 24.
These users spend an average of 46 minutes a day on the app, posing a great opportunity for brands to deliver content to a captive and engaged audience.
By embracing TikTok and the joyful spirit it encourages, brands can be seen to be in tune with the open and inclusive attitudes of today’s consumers.
The audiences use the platform to discover, collaborate and remix/duet videos in the context of other videos they’ve discovered on the platform. TikTok’s unique delivery algorithm makes it easier to get higher engagement on your videos with much less effort (compared with other social platforms like Instagram or Twitter) – your video could go viral even if you have zero followers.
The platform drives branded and inspired user-generated content at scale where everyone feels free to show their true selves. The inherent virality of TikTok’s content makes it likely to be shared on other social networks – what happens on TikTok today will be driving global cultural conversation tomorrow. It is also easy to connect with the audience and increase interactions with your brand, finding new communities through branded hashtags.
Who Uses TikTok?
TikTok has a growing global footprint with monthly active users increasing above 68.5% over the last 6 months.
TikTok has a variety of ad products, designed to drive engagement and creativity. In terms of ad platforms, TikTok’s is relatively new and so a smaller number of brands are using it. There is less competition, allowing you to get more engagement ad reach on your ads.
1) Brand Takeover
3) In-feed Video
4) Hashtag Challenge
5) Hashtag Challenge Plus
6) Branded Effects
Currently, TikTok offers 5 different bidding methods:
TikTok allows advertisers to target a variety of demographics. We have listed some below:
TikTok allows advertisers to track website events with a TikTok pixel. You can download the pixel and connect it to Google Tag Manager. By installing the pixel code on your website, you can:
For each TikTok ad product, there are several campaign metrics that advertisers can track. TikTok Ads Manager has a reporting menu that helps you view, organise and analyse your data. By tracking these events, you can spot meaningful patterns and trends to optimise your campaigns. We have listed them below:
Whilst it’s important to understand the platform’s ad capabilities, good creative is just as important when building high-performing ads. TikTok is one of the most visual platforms that really values creativity. It is also one of the most inclusive platforms, encouraging users to be their authentic selves.
We’ve listed a few creative tips (as guided by TikTok) below:
We’re currently offering free consultations to drive growth with high-impact paid media strategies (and yes, that includes TikTok!)
Image credits: TikTok
read more ›
read more ›
read more ›