In the ever-changing digital marketing landscape that is the world today, one thing is for sure: The platform that shouldn’t be ignored is TikTok.
According to social media management platform, Hootsuite, TikTok has been downloaded more than three billion times (with more than one billion monthly active users) and is the sixth most-used platform in the world, surpassing Instagram among Gen Z users in the US. And Gen Z is by far not the only group on the platform: 36% of TikTok users range between 35-54 years old.
It’s important to recognize TikTok’s presence as an entertainment platform. A 2022 GlobalWebIndex survey showed that a majority of respondents answered their primary use of TikTok was “to find funny/entertaining content” with “posting/sharing content” coming in second place. This indicates many TikTok users are focusing more on creator content.
TikTok users value authenticity, and those on the platform don’t need anything fancy to create a video. Everything can be done directly on phones without the need for time-consuming editing. The short-form nature of the content can also ease creation. While the platform initially only allowed 60-second content, the maximum duration was raised to three minutes in 2021 and to 10 minutes in 2022. However, bite-sized content still seems to be the bread and butter of the platform.
When it comes to driving purchases, TikTok describes its retail path as a non-linear “infinite loop” putting the power into user hands, building around their behaviors and following their lead. With many users entering, exiting and re-entering the purchase journey based on their needs and wants, TikTok aims to help brands create long-lasting and meaningful relationships with consumers to create brand loyalty, repeat purchases and greater spending.
The TikTok Marketing Science Global Retail Path to Purchase Study 2021 conducted by Material found that TikTokers are 1.7 times more likely to use the platform for product discovery than users on other platforms. They also are 1.5 times more likely to immediately go out and buy something they discovered on the platform compared to users of other platforms. TikTok attributes this to consumers seeing brands creating more authentically on the platform, leading to more trust and loyalty in the brand and, therefore, more purchases.
So, how can brands and retailers get involved? Building a brand presence with authentic brand-consistent videos and engagement with other channels and trends along with creator collaborations (such as Amazon’s recent one with Jason Derulo) can help increase and strengthen brand awareness. In-feed ad formats can be used to have brand content show up natively as users scroll, while the TopView option allows an ad to be seen first upon opening the app. Businesses can also set up in-app shopping, which was launched in 2021, to select and buy products either within the TikTok app or through their own e-commerce.
TikTok Pulse is the latest advertising opportunity offered by the social platform. It is described as a contextual advertising solution that allows advertisers to place their brands next to the top content in the user’s For You feed instead of a regular in-feed placement. By aligning with communities and creators relevant to their brands, advertisers can reach their desired consumers more effectively. Creators and publishers with at least 100,000 followers are eligible in the initial stages of the program, which began in May 2022.
In a promotional video for TikTok Pulse, TikTok said, “Trends and culture are created on TikTok. Cooking hacks, beauty tutorials, fashion trends, conversations discovering products no one ever thought they needed. Content and trends created by diverse communities on TikTok are shaping culture in the real world. Every second, every minute, every day. Now imagine your brand can show up next to these moments, next to the top 4% of the most culturally relevant content on TikTok, right when it’s taking shape and influencing culture putting your brand right where everyone is looking and where all the conversation is happening. Third-party research shows this placement supercharges ad performance.”
The promotional video also stated that the TikTok MarSci In Context Study April 2022 found that contextual in-feed advertising placement such as TikTok Pulse led to 8% higher brand favorability, 10% more likeliness to be remembered and a 22% higher purchase intent among Gen Z when compared to standard in-feed placement.
Although it’s still relatively early in TikTok’s advertising journey, the “pulse” and selling power of the platform makes TikTok the one to watch — and start using — if you haven’t already.
