Haven’t you tried TikTok ads marketing yet? Probably, you might be thinking your brand is too serious for this teen-oriented platform? Or your CEO doesn’t see any sense in spending budget and time to embrace new advertising endeavors even if such platforms as Insense provide an easily affordable way to do it?
While these ideas were persistent a year ago, they’re fading away now. Being founded in 2016 in Beijing, China, today TikTok is an exponentially growing video-sharing platform available in 150 countries and operating 12 global offices all over the world. By the end of August 2020, the app has surpassed 1 billion users worldwide and its owner, the company named ByteDance, has made a profit of $3 billion on $17 billion of revenue in 2019.
How Brands Using TikTok in Marketing Make Their Profits?
The answer to this question is rooted in human psychology. One of the reasons for the TikTok’s popularity is that the app’s algorithms allow any user with few efforts and a little number of followers to go viral and become famous with a blink of an eye. This phenomenon can be expanded easily onto brands, which makes TikTok an invaluable marketing tool both for little-known DIY firms and major international companies. Who would resist the temptation of building a new audience overnight and watching conversion rate skyrocketing?
The major force of TikTok is the creators of video content or, as they call themselves – TikTokers. Some brands hire TikTokers after doing research on the app, some use influencer aggregator platforms – such as Insense, which offers a variety of creators willing to make branded video content for hire. For example, on Insense the TikTok influencers can be chosen based on their location, gender, age and even hashtag.
But even if TikTok marketing looks so simple and appealing, why are many brands still hesitant regarding this tool?
How Brands Are Using TikTok in Marketing and Why Should You Start Doing It Too
Let’s have a closer look into the common misconceptions which refrain brands from using TikTok Marketing ads.
My Brand’s Target Audience is Too Adult and Serious, I Don’t See My Brand Using TikTok Ads Marketing
Getting started as a cool niche app for teenagers, now TikTok embraces all age and social groups. Latest figures show a shift away from this trend – since September 2018, the number of U.S. adult TikTok users has increased dramatically reaching 14.3 million.
One of the reasons for the TikTok’s influx in popularity among adults can be explained by the collaboration of The Tonight Show hosted by Jimmy Fallon and the TikTok’s marketing team. As part of the show, Fallon endorsed the audience to take part in a series of challenges posted on TikTok, which caused an instant growth of adult users.
Major global brands – like Calvin Klein, Chipotle, Guess, BMW, The Washington Post, Gucci and others are successfully implementing TikTok ads into their marketing strategies. They allocate TikTok-only budgets, recruit aspiring bloggers and encourage branded challenges. No wonder that even the most sceptical marketing specialists start to consider TikTok as a serious player of the advertisement industry.
Our Current Marketing Tools Work Well. Why Try Something New?
The marketing landscape changes with a speed of light nowadays and nobody cannot predict how it will be looking tomorrow. Before COVID-19 pandemic hit the world nobody could foresee such an extensive period of social distancing when our urge for affection and connection would be moved completely online.
No wonder that during the last months the usage of social media and online services has been booming. On average, people spend 52 minutes on TikTok daily, and trends show that this number would be growing. So why not use this additional and relatively inexpensive tool with such unlimited potential for your brand KPIs’ sake?
On Insense platform you can easily find TikTok influencers according to your budget expectations and marketing goals.
My Target Audience Are Adults, Not Kids. They Are Not Interested in TikTok Ads Marketing
Let’s shed some light here. Even though the core TikTok demographics are predominantly youngsters – approximately 50% of TikTok's global audience is under the age of 34 – this trend is changing.
The main product on TikTok – short, simple, fun, bite-sized videos – is attractive literally for everyone. Regularly TikTok videos get leaked into other social media platforms, which are considered more adult-oriented – like Instagram or Facebook.
Moreover, during the COVID-19 lockdown, when elderly people felt particularly isolated from their younger family members, TikTok allowed them to bond with their families in a new meaningful yet fun and cool way. Lots of parents and grandparents changed their perspective of social media and even started taking part in making videos themselves. This trend can be illustrated by the growing popularity of such hashtags as #dadsoftiktok, #daddycool or #granniesoftiktok.
I’ve Heard TikTok Has Some Problems With the US Government. What Does It Mean for Me?
On August 6, 2020, President Trump issued an executive order which blocks transactions with ByteDance, the TikTok’s owner, stating that the China-based company poses a threat to the U.S. national security. The following order required ByteDance to sell its U.S. TikTok business to an American company within 90 days.
Some corporations including Microsoft and Oracle have already shown interest in acquiring the app. But TikTok decided to stay its ground – currently, the app is suing the Trump administration accusing it of not allowing TikTok to respond to the security concerns indicated as the reason for the potential ban.
What does it mean for TikTok users? Hopefully, nothing, as the TikTok is working tirelessly to combat the Trump administration in court. Moreover, TikTok keeps its users updated regarding the current lawsuit status.
TikTok Is Already Saturated by Influencers of All Sorts. How My Brand Would Be Visible?
Here TikTok also gets you covered. This June the company launched TikTok For a Business platform that will serve as a marketing toolkit for brands.
The platform will grant brands access to many TikTok ad formats, including its flagship product, TopView, which is the ad that pops up when the user starts the app.
Apart from TopView TikTok For Business features such products as Brand Takeovers, In-Feed Videos, Hashtag Challenges and Branded Effects which will help your brand get noticed.
My Team Doesn’t Have Time to Make all These TikToks, They Are Focused on Global Stuff
Good news – you don’t need to do it yourselves. Hundreds of TikTok creators would be happy to do it for your brand. Special platforms like Insense provide you with a convenient and simple interface allowing you to choose influencers according to your goals and post a brief where you could indicate all the information needed for your brand promotion.
So why to wait? Start elaborating your TikTok marketing strategy now to get all the business benefits from this amazing app.