TikTok advertising is a difficult landscape to navigate. Especially with the rise of organic content going viral on the platform, you may be wondering, is TikTok good for advertising?

This article explores the world of TikTok advertising, whether we think it’s worth investing in and how Rooster Marketing can guide you through your social media journey.

 

What is TikTok?

Known primarily for its viral dance videos, TikTok is a social media platform centred around short-form vertical video content. It also more recently facilitates photos and ‘story’ content, similar to Instagram or Facebook.

Although the platform is known for lip-syncing and dance videos, the diverse nature of user-generated content means TikTok promotes a wide range of topics; there is truly something for everyone.

 

TikTok’s popularity

TikTok’s popularity has been growing exponentially since 2018. According to the Guardian, 2018 was the first time TikTok’s app downloads surpassed Facebook, Instagram, Snapchat and YouTube.

After launching globally in 2019, the platform soon reached the pinnacle of its meteoric rise in 2020, largely due to the lockdowns for COVID-19, as it kept millions of people entertained whilst they were stuck inside.

 

An opportunity

It’s safe to say that TikTok has been the most popular social media platform for some time. With over a billion monthly active users, according to Sprout Social, it is truly a opportunity to be capitalised on.

 

Platform research

Your social media team will need to spend ample time learning the ins and outs of TikTok, analysing the different features and why certain videos go viral. It may not sound like work, but trust us, it will be integral to your success on the platform.

It’s also incredibly worthwhile to read up on TikTok’s algorithm as it is complex and completely tailored to each user; content shown in one feed will be entirely alien to another user.

Gaining a comprehensive understanding of this social media platform is essential to creating a strategy that works, connecting with your audience and encouraging conversions.

 

Know your audience

It goes without saying that the best demographics to reach on TikTok are Millennials and Generation Z, having the potential to reach 945 million users aged 18+.

So if this is your target audience, then you’ve hit the jackpot!

However, if you’re looking to target an older audience, make sure you conduct some thorough research to find out where your prospective customers are and whether it’s worth investing in TikTok advertising.

As with any campaign, analysing the data you have at your disposal for your audience is a crucial step to ensuring your advertising strategy targets the right audience, on the right platforms, at the right time. This is a killer combination to ensuring your money is well spent and witnessing a return on your investment.

 

Is TikTok advertising better than organic content?

The simple answer is… you should be using both organic and advertising on TikTok. A vast majority of brands who advertise on social media have a profile that customers can interact with of their own volition after seeing their advert.

In a hyper-connected world, customers now conduct their research through social media, so lacking an online presence could jeopardise your ability to connect with your audience, and therefore impact conversion rates and sales.

TikTok ads are a great way to drive traffic to your organic profile for this purpose, as well as to in-app browsers that the platform facilitates and beyond, all of which give you invaluable insights into customer behaviour and a plethora of data from these online interactions.

 

TikTok content creation

So, you’re considering creating content for both your organic page and TikTok ads? Here’s a few tips and tricks we’d recommend using in your strategy:

 

All about creativity

Grab people’s attention!

According to the Social Shepherd, there are around 34 million videos posted per day on TikTok. 34 million!

So, make sure you stand out by using TikTok sounds, transitions and emojis to help hook your audience and make your content more memorable. In particular, quick edits have been proven to boost engagement.

 

Engaging and authentic

Ultimately, your content, both advertorial and organic, needs to feel native to the platform and not as if it’s been pulled from somewhere else.

By using TikTok-specific features, like text overlays, voiceovers, green screens and duets, as well as trending memes, sounds or challenges, your content will appear authentic and enhance your engagement.

 

Partner with influencers

Users like to see creators that they’re familiar with, which is why so many brands leverage this in their advertising strategy.

This partnership allows your brand to tap into their audience, and connect them with your own. Be cautious when choosing the right influencers; the wrong fit could be incredibly detrimental to your campaign and brand reputation.

 

Experiment!

Refresh your creativity often. Make sure you switch up your content so that it feels new and exciting for your audience, whilst testing and optimising to see what your audience is engaging with the most.

All within reason. Simultaneously, you need to maintain brand authenticity and ensure your content continually reflects your brand values and personality.

The beauty of social media is that you can make real-time changes to your content. You can implement an almost constant digital listening strategy to ensure that your content is truly connecting with your target audience and adapt your output accordingly.

 

Expand your horizons with Rooster Marketing

As a full-service marketing agency, we can provide your business with tailored advice about which of our services should be implemented into your strategy to drive the most growth and engagement, enabling your business to thrive in the digital age.

Get in touch with us to find out more.