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May 11th, 2020

How TikTok is pushing in on the social media landscape

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The digital marketing sphere is in many ways, like the world in which we live, a fluid, ever-changing and adapting space. More than that, the two are often symbiotic, two tectonic-plates on the ocean-floor grinding against each other, creating new ripples in the waves. Nowhere is this more evident than TikTok, one of the world’s fastest-growing mobile apps. Indeed, TikTok has 800 million active users worldwide, a number that only continues to grow as social-distancing measures and isolation is further encouraged. In February of this year alone, the app was downloaded 113 million times across the world. With this huge expansion, comes opportunity, advertising on the platform has steadily become available and you need to be utilising the channel. This is why…

Something for Everyone

TikTok positions itself as a platform that is ‘connecting brands today with the consumers of tomorrow’. A staggering 41% of its total users are aged between 16-24, something that certainly lends itself to TikTok’s self-described youthful vigour. Yet as more and more individuals are unable to socialise in their reality, the more frequent it is that they seek communication with friends and family online. From viral care-home dances, to mass at-home pub quiz crawls, recent times have demanded change. More people than ever of varying ages and backgrounds are using TikTok, a mix of audiences, all of whom you could be potentially advertising to!

Gives You That Fix

While most people my age would probably associate TikTok with the hit single from singer/songwriter Kesha, for the Gen Z’ers of today, the word takes on a completely different meaning. Similarly, however, just as the 2009 ear-worm remains as infectious as ever, TikTok it seems, benefits from a similar trait. People spend upwards of an hour a day on the app, opening it up to eight times a day. In marketing terms, that’s a lifetime and as figures only look to increase, TikTok’s advertising inventory is going to become increasingly popular.

Format to Fit You

Additionally, as one would expect from an app that has effectively filled the creative void of channels such as Vine, TikTok offers a similarly inventive and innovative forum. Not only is this with regards to its content, but its advertising capabilities also. The platform offers unique engagement solutions and immersive formats to creatively and authentically connect with audiences around the world. The channel provides the breathing room for our excellent creative team here at Golley Slater to flex their artistic licence. Need an idea of what they can do? Head over to our recent case studies and check out their creative chops.

Relevancy & ROI

Let’s be frank, at the end of the day, margins are everything. Marketeers like myself and my clients want to advertise on the platforms that provide the best value for money. Let me assure you, TikTok Ads has you covered. Through its detailed targeting parameters and real-time performance tracking, TikTok Ads ensures that your ROI (return-on-investment) is maximised, and your most important and quality customers, see your adverts. On top of this, the channel enhances your brand’s relevancy amongst audiences. By building on the cultural significance of your brand, through engagement with users who are at the forefront of the latest trends and movements, TikTok makes sure that you are not only relevant, but part of trends that matter too.

Brands that would benefit

You can reach diverse audiences around the world through TikTok Ads, an all-in-one marketing solutions platform, grow your business and reach new audiences by connecting with consumers, and have users engage with what are quite honestly, the coolest and most popular apps on the market. So what brands could benefit from advertising on TikTok? Currently we are seeing a lot of ‘in the moment’ brands such as House Party app taking the opportunity to engage with their target audience.  Challenger brands are also taking this untapped and sparsely advertised marketplace to really become associated with this social media platform, but there is definitely space crying out for well established brands to jump right in. Take these instances… retailers like BooHoo and ASOS can capitalise on all those wearing loungewear using TikTok dances to pass the time through lockdown; or how about Reckitt Benckiser (Dettol) or any cleaning brands running TikTok content to the Slatt challenge. Better still, change the cleaning products to hair products and the Slatt challenge becomes perfect for the Batiste audience. Just think about the creativity you could have as a brand.

The biggest opportunity we see right now is for the Education sector. What with clearing still coming around despite the lockdown it will be more important now than ever before for Universities and Colleges to stand out from their competitors and get in front of this hard to reach youth audience, with even more limitations placed due to social distancing.

With social distancing measures set to remain in place for the foreseeable future, there is no better time to hop on the bandwagon and go for a ride with us on a TikTok adventure. Impressions can now be booked and delivered programmatically through the trading desk including all the usual brand safeguarding and geo targeting you would expect with a programmatic campaign.

If you want to learn more about TikTok Ads, please call our friendly-neighbourhood PPC Guru, Alex Decker on 029 2078 6040 or email adecker@golleyslater.co.uk.

He loves a good ol’ conversation about all things digital along with listening to his favourite bands from a bye-gone era, playing video-games and partaking in RPS (rock-paper-scissors) with the rest of the team! Loser must make the next round of tea and coffee… he takes it rather seriously.

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