Call it funny, cringey, or addictive, but there’s no disputing the fact that TikTok is getting huge and increasingly attractive for marketing. With over 800 million users around the world, TikTok is currently the 9th largest platform in the world, beating out popular sites like LinkedIn, Twitter, Pinterest, and Snapchat.
TikTok further excels as a Gen Z playground, where millions of adults and children ranging from their early twenties to their early teens consume seemingly unimaginable amounts of short TikTok videos.
As one of the highest concentrations of Gen Z users in the world, TikTok is an incredible opportunity for many future-minded brands to reach a demographic early on in their purchasing decisions– 41 percent of TikTok users are between 16 and 24!
Dozens of brands such as Chipotle, Nike, Skittles, Fenty Beauty, TMobile, Pepsi, and Universal Pictures are exploring the new platform with the goal of earning a significant leg-up on their competition.
TikTok has been downloaded more than 1.5 billion times since its global launch in 2017 and presents a wide array of opportunities for entrepreneurs and influencers alike.
As one of the first agencies on TikTok’s beta program, we’re excited to learn more about the fine inner workings of the platform and how businesses can leverage it for massive growth. Here’s what we know so far.
The TikTok Advertising Scoop: How TikTok Marketing Works
TikTok is New and Growing Quickly
As TikTok finally opens up its platform to advertisers, we naturally can expect the dynamic of the platform to change slightly. Likely, this means more brands, more advertisements, and more influencers advertising products. As we’ve seen with the early days of Facebook, Twitter, and Instagram, the excitement of the platform quickly fades as the push and pull of an advertising ecosystem starts to develop.
However, brands that are able to build long-standing relationships with their customers on multiple platforms early on will be poised to get the most of the advantage of the early days. The savviest brands have learned that social media algorithms frequently change, highlighting the importance to own your audience either via diversification over multiple platforms or directly through email.
TikTok represents an opportunity for brands to diversify their marketing profiles away from the mainstream platforms, while simultaneously tapping into a new generation of customer.
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