Advertising on TikTok: Spice up your marketing strategy!
19 avril 2023
The immensely popular video app TikTok has its foot planted firmly in the social media landscape. With over 3 billion downloads, TikTok is currently one of the most widely used social media platforms in the world and is particularly successful with teens and young adults. It's a good opportunity to check if it fits in your digital marketing strategy.
The For You page: a personalised content feed
The For You page is the main content feed for TikTok users. It includes content by creators you follow, but also by creators that might be interesting to you, based on your previous browsing behaviour.
Is the For You page — commonly referred to as FYP — not doing it for you? No worries: you can also look up certain trends, challenges, songs, hashtags, and more. Again: the more you do this, the more personalised your feed will become.
Organic content with a broad reach
In recent years, algorithms of other major social networks — like Instagram and Facebook, for instance — have been moving away from showing users content from their friends and family. That makes it harder for their organic content to reach the people they want to reach.
TikTok is doing exactly the opposite. Unlike Instagram or Facebook, you don’t need an established audience on TikTok to be successful. One video that goes viral — for whatever reason that may be — can immediately trigger thousands of new followers. This makes TikTok a much more accessible platform to reach a large audience over a short period of time.
Is TikTok relevant to my brand?
While TikTok may have a place in your marketing strategy, it must be said that it’s not the holy grail of marketing channels for every organisation or brand. But B2C and D2C brands around the world have found success on TikTok — making it an essential cog in their online content machine.
Especially if your target audience consists of relatively young people, your chances of having a successful TikTok presence are higher. That’s because the platform is often used to make Gen Alpha, Gen Z, and millennials aware of important social and ethical topics. During the Covid-19 pandemic, TikTok proved to be an essential source of information, entertainment, and education.
TikTok advertising: getting started with digital marketing on TikTok
As is the case on many social channels, there are two potential paths to glory in terms of digital marketing on TikTok.
One: you create a TikTok profile for your brand and start creating your own organic content.
Two: you create a TikTok profile for your brand and start tapping into the many possibilities to advertise on the platform.
Today, we’re focusing on the second option: advertising on TikTok.
Conclusion: advertising on TikTok
Essentially, it comes down to this: if your target audience is active on TikTok, you might want to invest time, energy, and money into your presence on the platform.
TikTok is not just a content machine that gives your company or brand a playful edge. It can also offer plenty of marketing opportunities to make your digital marketing approach stronger without having to invest a hefty budget — in the short term and the long term.
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