For many, TikTok is a place where dancing videos and viral memes are commonplace, but this is not the reason why businesses can’t afford to ignore the marketing potential on the platform. TikTok is already helping many brands and marketers to promote themselves.
7 solid reasons your business should invest in marketing your business on TikTok:
Massive Audience Reach
The current user base of TikTok is enormous, especially among the highly coveted youth demographic, with 41% of TikTok users being between the ages of 16 and 24. Because of this, it is the perfect place to reach Generation Z and young millennials.
Additionally, TikTok’s addictive, short-video format leads to high user engagement. People spend an average of 52 minutes per day on the app. This significant amount of time spent provides ample opportunities for brands to connect with users and get TikTok followers organically through authentic, engaging content.
Simply put, the immense reach and engagement on TikTok is too impactful to pass up for most businesses. Capturing even a fraction of attention from TikTok’s huge audience can generate awareness and customers.
Viral Content Potential
Videos go viral on TikTok at an unprecedented rate. A unique aspect of TikTok is its “For You” feed, which recommends content to users based on their interests and engagement.
The algorithm detects growing interest in specific videos, thus enhancing their reach by displaying them to additional users. The viral effect of certain videos intensifies through a continuous process of increasing popularity.
For businesses, this algorithm-based viral nature presents a valuable opportunity. By creating fun, engaging TikTok content optimized for the platform, brands can gain tens of thousands (or even millions) of views virtually overnight.
Several brands like Chipotle, Guess Jeans, and Hollister have already scored viral TikTok hits. Viral content generates buzz, cements brand awareness, and drives website traffic.
Ad Targeting Capabilities
TikTok grants advertisers powerful tools to target audiences by demographics, interests, behaviors, and more. Brands can select exactly who they want to show ads to.
For example, a clothing retailer can choose to display ads only to women aged 20-30 interested in fashion and shopping. Such precise ad targeting leads to higher ROI on ad spend.
In addition, TikTok’s native advertising blends beautifully into user feeds. This makes ads feel less intrusive and more likely to generate clicks/conversions compared to other networks.
In 2021, TikTok surpassed Snapchat and Twitter in US ad revenue, highlighting the rising ad dominance of this channel. TikTok ads are rapidly becoming a must-buy for savvy marketers.
SEO Value from TikTok Videos
TikTok videos produce views within the platform alongside SEO benefits for brand content.
The platform enables users to post their TikTok videos automatically to Twitter and Instagram with just one click. Additional networks provide brands with an opportunity to increase the visibility of their TikTok content.
The video content and external links in video descriptions found on TikTok are included within the search engine index of platforms such as Google and other search engines. TikTok operates as a distribution network that helps brands acquire important backlinks, which direct referral visitors to their websites.
The release of viral TikTok videos leads to increased TikTok visibility alongside better search engine optimization and more traffic to your property content.
Influencer Marketing Opportunities
Over the past couple of years, influencer marketing has been growing on the side of a steady rate. TikTok also provides a cheap way to partner with creators.
It has top-tier influencers across many niches such as beauty, comedy, dance, fashion, and so on. They have amassed huge followings ranging from hundreds of thousands to tens of millions.
Finding influencers and assessing metrics such as average views and likes on TikTok is easy. This allows brands to reach out to influencers to sponsor TikTok videos that will promote their products or services.
Compared to other social media sites, influencer sponsorships remain relatively affordable on TikTok for now. But costs are rising quickly as creators gain leverage. That’s why it’s wise for companies to explore partnerships early.
Interactive Content Capabilities
A fun advantage of TikTok is that it allows diverse interactive content, unlike any other platform. Brands can drive high engagement through:
- Hashtag Challenges. Users create videos around branded hashtags for prizes/rewards.
- Filters/AR Effects. Fun camera effects featuring brand logos, products, etc.
- Shoppable Videos. Allow viewers to shop for featured products directly within TikTok.
- Live-streams. Real-time broadcasts to announce sales, events, and more.
Fashion retailer H&M has made use of several of these options, running hashtag campaigns, using shoppable video ads, and more. Such interactive content stands out from regular social posts and helps brands make an impression on TikTok’s engaged user base.
Conversion Tracking Across Devices
A distinct advantage offered by TikTok is cross-device conversion tracking. This means TikTok can attribute a conversion or purchase to an ad view even if the customer switches between devices like mobile, desktop, and tablet before eventually converting.
For instance, someone may view a TikTok video ad on their phone, research the product on their laptop, but complete the buying process on a tablet. TikTok’s system still tracks this entire journey and gives advertisers full credit for that conversion.
Cross-device tracking provides a truer picture of campaign performance and ensures brands don’t lose credit for any conversions. This ultimately translates into superior returns from TikTok ad campaigns.
Conclusion
Just like TikTok has transitioned from an entertainment app to an entire ecosystem. Now, as TikTok’s reach is so vast, its viral marketing potential is so high, its ad targeting so precise, and its capabilities so many, brands have a virtually unmatched way to engage audiences.
TikTok should be placed at the very top of any modern marketing strategy. Brands that make strategic use of the features and TikTok in general will be able to gain an advantage over their competitors in capturing the attention of younger demographics and their corresponding spending. Now is the time to begin taking advantage of this high-growth channel and keep up with the curve.
Founder Dinis Guarda
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