Don’t Ignore TikTok
TikTok isn’t a new platform; it’s a platform with new energy. It offers so much opportunity for marketers who are looking to be the first of their generation to be on it. Most marketers haven’t moved to TikTok in massive packs yet so it’s still a little isolated and more like the Wild West. It’s gaining traction and being introduced to the masses, though.
Data and demographics for TikTok in 2019 state it’s currently in 154 countries and has about 500 million active users. TikTok has consistently been in the top 10 most downloaded apps in the App Store.
Among TikTok’s users, about 66% are younger than 30 and there seem to be plenty of teen and college-age users on the site. Yet, in our experience, hashtags like #MomLife, #MomOfThree, and #WorkingMom are active and constantly pull video content from Millennials between ages 20 and 30. There are a lot of younger moms and others who seem young, which means TikTok is an ideal platform for any brand wanting to get in front of this valuable audience.
There are plenty of examples to site, fitness influencer Chalene Johnson is active on TikTok and she attracts the 50+ crowd. Zach King, who’s known for having 20 million Instagram followers and is super-famous on YouTube as well, is also active on TikTok and he’s a fairly young guy. At a high level, there’s a wide range of ages and people on TikTok.
It’s important to note that users are spending $50 million on virtual gifting on TikTok and the platform is in the early stages of testing a self-serve ads program.
Users Don’t Want to be Sold
When it comes to TikTok, videos that are overproduced, too corporate, or overtly promotional tend to spark outrage. People have been known to go crazy in the comments when they sense a regular user is trying to sell them something or sneak in an ad.
Take the time to research what the content on TikTok feels like and create videos that naturally blend within this environment. Watch other people’s content and start to identify and adopt the trends you see.
Learn More About the TikTok Ads Program
As more people are becoming “TikTok-famous,” the platform is beginning to explore how to natively integrate advertising. TikTok recently began experimenting with a new self-serve ad platform as major brands clamor to reach the younger demographic on the platform.
Macy’s recently used TikTok to run a back-to-school campaign targeting high school and college kids. Alcohol brands, concerts, big parties, and musicians being promoted on TikTok too.
Once TikTok’s ad program is fully rolled out, marketers will be able to diversify their clients and offer something beyond Facebook, Instagram, Twitter, and all of the other trusted platforms we’ve relied upon until this point. You’ll begin seeing more ads throughout the feed and notifications in the future.