The basics of TikTok advertising.
What is TikTok?
TikTok is a video-based social platform. Users upload videos that are between 15-60 seconds. It has become a valuable advertising arena because, unlike other platforms, your adverts are more likely to be seen rather than lost in the sea of content, which can happen on other social channels.
TikTok is a platform most utilised by GenZ (under 24 years old), although lockdown saw a rise in users from other age groups. During the first quarter of 2020, 27.4% of users came from the 24–34-year-old demographic; they had previously only accounted for 22.4% of users. 17.1% during the same period fell into the 35-44 age bracket, and this too was an increase from 13.9%.
So, this means if your target demographic sits in the range of 18-44, TikTok PPC is an avenue worth exploring.
Breaking it down further and based on statistics produced in April by the Pew Research Centre, the largest sector of the audience currently recorded in the US are users under 30. It is estimated they account for 48%. However, 20% are aged 30-49, so this still gives a sizable audience if this is your target demographic, 14% are 50-64, which is possibly on the edge of ‘is this worth it’ and just 4% are over 65 making this not the best platform to target if this is your key audience.
Not all platforms are worth targeting. But, if your prospects are GenZ or Millennials, you should consider TikTok digital marketing for your business. On the other hand, if your brand targets Baby Boomers, this is not a platform to waste your marketing budget. So with demographics sorted, let’s look at TikTok in more depth and see why those targeting GenZ and Millennials need to be adjusting the adverting budget to incorporate the platform.
Is TikTok digital marketing worth it?
1. TikTok: The trending platform.
TikTok is popular and trending upwards. The app had been downloaded over two billion times by August 2020 making it the most downloaded app for the year. The app has a global reach over 200 countries, although it is banned in India, Pakistan, and China. and now ranks 7th in terms of social network popularity (active users) as of January 2021:
2. Precise TikTok targeting.
The platform offers the ability to create both custom and lookalike audiences so that you can use existing customers as a blueprint. In addition, the level of targeting is perfect, giving options such as age, location, gender, interests, and many others.
3. TikTok and YouTube.
was the third most popular search term on YouTube.
This confirms just how much TikTok has captured the imagination of viewers. Short videos are perfect for holding attention.
Until recently, YouTube was all about long-form video content, but now YouTube shorts will become a direct challenge to TikTok. There is no threat at this stage, so TikTok paid ads remains a sensible spend. However, it would be prudent to keep an eye on other platforms. TikTok had undoubtedly inspired the competition to work harder as Instagram now has a ‘reels’ feature, and Snapchat has added Spotlight under the same premise. It is always worth watching the competition.
4. TikTok traffic.
The smart advertising money focuses on the captive audience, those who are happy to be there already.
people per month in the UK access TikTok (as of June 2020).
growth from January 2018 to June 2020.
That is undoubtedly a tidy number of prospects using the platform.
5. TikTok and Android.
Statistics collated for Android users show an impressive average of 13.3 hours of TikTok time each month. When calculated on this usage time per month statistic, TikTok is the 4th most popular platform, with Facebook, WhatsApp, and Instagram respectively claiming the top three slots.
The top app niche communities also have a significant influence, and with 9.8 billion views, #AltTikTop is one of the best.
7. Consumer spend
Finally, it should reassure those looking into TikTok digital market that TikTok is the second biggest consumer spend app. Ever.
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Making TikTok work for you.
1. Ad placement.
If you want to make sure you get a high CTR, you want to ensure that your advert starts within the first three seconds. The highest CTR rated ads showed that 63% had the message in this critical time window. So, assuming you want your adverts clicked on, that is where you must place them.
2. Go for the feels.
People are suckers for emotional content. When analysing the TikTok ads that perform the best, it can be demonstrated that 50% go in for the feelings kill and make sure they are grabbing the viewer’s emotions.
3. Vertical, not horizontal.
This should be reasonably standard, but you want to shoot your videos vertically if you’re new to the platform. TikTok vertical videos have a better watch-through rate. Precisely, a 25% higher 6-second watch-through rate. So, avoid the horizontal at all costs!
4. Break the fourth wall.
If you want to stand a chance of getting into the top-performing ads, you need to follow the tried and tested tips. 33% of these top stars have someone talking directly to the audience. All forms of content, including organific brand, favour this similar look and feel. Check out Dave, the TikTok Guy from the Washington Post, to see how it is done.
5. TopView ad format works.
Katnar conducted a poll and discovered that the TopView ad format was the most popular, with 72% of their participants choosing this. This correlates with site statistics that state TopView ads have the lowest skip rate and irritation level and rank as the greatest attention-holding format. In addition, customers seem to find TopView the most credible form, and they are happy to share and click through. These are the CTA statistics you need, so ensure you have TopView with sound-on and full-screen options.
Will TikTok paid ads yield results?
While we can’t guarantee success, it is worth looking to Ocean Spray for reassurance. Ocean Spray sells fruit juices and has been in business for over 90 years. When they joined the platform, they received 15 billion media impressions in just under one month. Pretty impressive. But their luck further improved when their product was featured in a video shot by Nathan Apodaca (@420doggface208). He skateboarded to work while supping on the cran-raspberry variety of their product. Even though this was nothing to do with the company, they hit an impressive sales uplift and no doubt their reach along the way.
This also shows the value of encouraging customers to share their experiences with you as a company. Dunkin’ Donuts and Walmart have encouraged staff to do this, and who knows what might go viral on TikTok! If you are lucky enough to be named in a viral vid you can be sure that your brand will receive attention, reach and sales, which has to be a good thing.
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