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TikTok for Business: a Game changer for Brands in 2021

In June of 2020, TikTok introduced  their new marketing platform, TikTok for Business with the tagline “Don’t Make Ads, Make TikToks.” 

This creative proposition encourages advertisers to reconsider traditional marketing and come onboard the storytelling platform. Don’t be mistaken: TikTok is not only for entertainment. TikTok marketing is the next game changer for brands and should be watched carefully by marketers who want to increase brand awareness or boost sales.

History of TikTok: How did it start?

It started with an app called Musical.ly where people would upload lip-synch videos. In 2018 a Chinese tech company, ByteDance, acquired Musical.ly and merged it with its own platform resulting in TikTok.

By February 2019, TikTok hit 1 billions downloads surpassing both Facebook and Instagram.

Fueled by a vibrant, creative young audience, TikTok is an engine that’s driving hit songs, products and marketing campaigns. 

Both Facebook and Instagram have attempted to mimic the features of TikTok, however neither seem set to dethrone the app. From the looks of it, TikTok is here to stay and only set to get bigger. Now is the time for Digital Marketers to leverage the opportunities that this platform presents and think of creative ways to integrate it into their brand strategy.

Courtesy of TikTok

Tiktok demographics: Audience Insights

It is estimated that TikTok has roughly 80 million monthly active users in the United States with 60% being female and 40% male.

The app is particularly popular amongst Gen Z, although many adults and mainstream businesses have been hopping on the trend.

TikTok attracts a particularly engaged audience with the average user spending 52 minutes per day on the platform. (A new study has shown younger people ages four to fifteen spend an average of 80 minutes per day on the app).

TikTok is available worldwide and has over 600 million active monthly users. Whether your brand is large, or smaller and less well known, leveraging TikTok in your brand strategy could bring significant awareness to a new audience. 

Why marketers should leverage Tiktok Marketing?

TikTok app download: Top downloaded app in 2o20 and 2021
Courtesy of Sensor Tower

Leading brands including Macdonald’s, GUESS, Mercedes Benz, Apple, Chipotle and Calvin Klein are all taking advantage of this app. However, TikTok marketing is underused by marketers today: Despite having such a huge user base, only 4% of social media marketers in the US use the app compared to 89% who use Facebook.

That’s a fact: It’s not easy to work out whether TikTok influencers will deliver good results. To advertiser’s this platform is rather new and can seem daunting. However, early adopters are having a great impact. Businesses should keep in mind that 86% marketers

TikTok Influencers use Tiktok content creator

Courtesy of Kelly Strack

TikTok is an app that allows everyone to be a creator. It encourages their users to express themselves and share their passions through short, engaging videos. 

The platform is open about the fact that its focus is more about jumping on trends, then about creating them. That’s why Businesses watch TikTok trends carefully before they launch a campaign. Trends can be hard to start, but easy to spot. TikToks’ user base capitalizes on these trends by adding their own original spin to them.  

 TikTok gives brands the opportunity to detach themselves from the sales driven content formats to content that displays their business in genuine, creative ways. 

TikTok for Business for marketers

In 2020 TikTok launched TikTok for Business, a marketing platform that will give all advertisers the tools they need to create, measure and optimize marketing efforts. This new innovation will move TikTok from a place where marketers can experiment to one that allows them to quickly develop targeted campaigns that allow them to connect to their audience in an authentic way.

TikTok Ads Vs Facebook Ads : which platform is better ?

TikTok and Facebook are both excellent advertising platforms. however, pricing for TikTok ads and Facebook Ads depends on your Ad Bidding Strategy. So which advertising platform is better? There is no good answer: Facebook Ads is still delivering great results in term of reach and conversion for Businesses. Like Facebook Ads, TikTok ads offers interest targeting. But it also offers the possibility to target the proper audience by using behavorial targeting.

TikTok for business presents an enormous opportunity to advertisers. Indeed, TikTok has surpassed Twitter and Snapchat in popularity. The platform is also less saturated with ads than the other competitors channels. 

TikTok took the social media scene by storm and is now looking for a seat at the same table with the likes of Facebook and Instagram. The recent launch of their ads manager is a huge milestone propelling them in that direction. One of the most useful features of the TikTok Ads dashboard. 

For marketers, adding TikTok to the media mix, provides a great opportunity to reach a huge, engaged audience through creative and genuine brand communication. If you’re looking to quickly engage with your audience in an authentic way, it’s time to get on TikTok!

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