Kennedy Eaker

The rise of TikTok What once was seen as a dancing app for middle schoolers, TikTok has defied all odds and is now the 7th most utilized social media platform in the world. From 2019 to 2021, TikTok gained 619 million global users with largest markets being China, the U.S., and Indonesia. In Q3 of 2021, TikTok rapidly surpassed many other social media platforms, like Twitter, Snapchat, and Reddit, in terms of monthly users. Additionally, TikTok has expanded to users of all ages with the largest age demographic (35% of users) being young adults ages 19-29. So why should you care about TikTok? Well, if your target market scales to the younger side of 39, TikTok might be the new platform to consider- both for organic content and advertising. Regarding organic content, TikTok provides creative opportunities that are unlike that of other social media platforms, including commercial music that is royalty-free, in-app video creation, and automatic sound-on technology. In terms of advertising, due to the newness of the platform, TikTok’s advertising costs are lower than on Facebook/Instagram- though somewhat more limited in targeting and reporting capabilities. In a recent study comparing Facebook/Instagram ads to TikTok ads conducted by Jungle Topp, TikTok ads “performed better than the Facebook/Instagram ads in all three campaigns…generating 235% more impressions” while spending $11,000 less than spent of Facebook and Instagram ads. TikTok ads also outperformed Facebook/Instagram in terms of click through rate; however, TikTok does not have the capability to track cost per conversion yet. Best Practices for TikTok If you are planning to get your company on TikTok, there are a few important things to keep in mind. Be relevant and trendy: By utilizing popular audios and hashtags, your TikTok page will be able to reach a large audience organically. Find a way to add a unique contribution to a trend, and you’ll see even better results. Content really is king: Your TikToks, whether posts or ads, needs to be engaging, entertaining, and well-produced. Low quality video or bad audio will only hurt you- don’t make that mistake!Share your unique voice: TikTok is a great platform to demonstrate your brand’s personality. Do you connect with your audience through humor? Or are your videos educational? Maybe you’re crushing all of the TikTok dances. There’s a space for all voices on TikTok, so be authentic to your brand! Interested in advertising on TikTok? Wanting to start your TikTok page but don’t know where to start? We’d love to help! Contact us here.

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