As we all know, TikTok – the wildly popular short-form video platform – has emerged as a powerful tool for businesses seeking to connect with a wide and engaged audience, especially one mainly composed of the younger generations.
Its unparalleled ability to capture the attention of younger consumers makes TikTok marketing a must-explore avenue for businesses looking to thrive in the modern landscape. To some extent, one might even brand it a social media revolution even before businesses.
If you want to leverage TikTok for your own brand, you’re on the right page. We’ll explore how TikTok marketing can be a game-changer. We’ll also delve deeper into the relevance of TikTok for businesses and highlight its unique advantages.
Understanding TikTok and Its Benefits
Let’s start by understanding the TikTok social media platform. Released in 2016, it has grown rapidly over the years, with the company announcing that it reached 1 billion monthly active users in 2023.
From a simple Chinese app that offered users a chance to submit short-form videos, it’s transformed into a platform that offers immense potential. Using it, brands can connect with their target audience in novel ways through video content.
The form that content takes is critical when understanding the value and appeal of the platform. Many people want short-form video content. Young people in particular tend to prefer information delivered quickly and instantly, especially if they’ve grown up with search engines like Google always available.
At the same time, people want user-generated content or UGC. The rise of influencers and the increased interest in content authenticity supports that, which only contributes to the appeal of TikTok’s platform.
So, businesses have a lot of clear opportunities here. TikTok offers them a chance to reach consumers interested in the content described earlier, especially when you consider powerful features like the “For You” page.
Such recommendation pages make it easier to reach target audiences without relying solely on platform advertising, as the pages curate personalised content based on users’ interests. That only means more chances to connect with the people you want to reach!
Why TikTok Marketing Is a Game-changer for Your Business
Now that you have a basic idea of what TikTok is and how it came to be so popular, let’s dive deeper into what it can offer marketers and business owners. Below are the top reasons TikTok marketing can be a game-changer for your business!
1. Tik Tok has a massive user base
As mentioned earlier, TikTok has a lot of users. In fact, when it comes to social media platforms, only Instagram, YouTube, and Facebook have more!
Most interesting is probably the composition of its 1B monthly active users. As of 2023, the biggest chunk is made up of users 18-24 (37.3%). Even the next-biggest portion of its user base is fairly young at just 25-34 (32.9%).
People aged 35-44 make up only 15.7% of its user base. Those aged 45-54 make up 8.3%, and the smallest chunk, composed of those over 55, represents a mere 5.8%.
Still, the usual age range of its users means that a lot of brands’ target audiences are likely to fall within the platform’s demographic. Its global presence also means that you can potentially reach audiences in various regions, expanding your brand’s international footprint.
2. It allows you to connect with a younger audience
TikTok’s userbase skews young: there’s no denying it. As such, it’s inarguably most useful to those looking to reach younger audiences.
The specific generations it’s probably best for are Gen Z and Millennial consumers. That covers a wide range of ages, from 11 to 42 at the moment.
As it happens, these generations – especially Millennials – have significant purchasing power right now. They’re also highly likely to engage with brands on social media. Both can obviously mean good things for anyone willing to learn how to market on TikTok!
3. It’s a great place to leverage user-generated content
TikTok is known for its robust user-generated content (UGC). The platform's design encourages users to create and share their own videos, often centred on trends, challenges, or creative ideas.
Now, the good thing about this is that you can make use of that UGC to promote your products or services. You can even use it to build trust and social proof, not least because of its authenticity, given that it seems to be coming from other consumers instead of a professional advertising or marketing team.
4. It lets brands experiment with both authenticity and creativity
TikTok is a great place for experimentation with content ideas and styles. The emphasis on UGC means that some level of roughness as well as novelty is permitted, so you can really trial a lot of new ideas here.
From new ways to showcase your brand’s personality and values to more personal attempts to foster a genuine connection with your audience, TikTok lends itself very well to various projects.
5. It lets you reach users easily with the FYP
Wondering what the FYP is? That’s the “For You” page on TikTok! It basically refers to the page where the platform’s algorithm curates content most likely to resonate with a platform user based on which content they’ve liked, sought, or engaged with in the past.
This is useful to marketers because it means they can work on reaching audiences without being obliged to turn to advertising immediately. As long as you can find the type of content your target audience wants, after all, you have the formula for appearing on their FYP.
Figure out what will land you on the right FYP and you quickly go viral thanks to the algorithmic promotion. This is a great way to give your brand organic and unprecedented exposure.
6. It offers so many opportunities for influencer collaboration
This social media platform is also an influencer marketing hub. With so many popular TikTok creators covering all sorts of fields and interests, it isn’t difficult to find a suitable influencer who can work with your brand.
The use of short-form video content on the platform only makes influencer collaboration easier, as the deliverables for influencers are often easy to produce. Moreover, TikTok offers opportunities for affiliate marketing, where affiliates earn commissions by promoting a brand’s products or services.
7. It lets you make use of targeted ads
Now, we did say earlier that you don’t need to use ads to reach people on TikTok. However, there’s no reason not to use TikTok ads to give your marketing a boost too!
TikTok's advertising options provide a wide range of choices to suit various marketing goals and budgets. There are also multiple ad formats, including in-feed ads, branded hashtag challenges, topview ads, and dynamic ads.
What’s more, the platform allows businesses to target their ads with precision, just like other social media platforms. You can target based on user demographics, interests, and behaviours to ensure that your content reaches the most relevant audience, improving ROI.
Finally, it gives measurable results. TikTok provides robust analytics and performance data, enabling businesses to track the effectiveness of their ad campaigns. This data-driven approach allows for real-time adjustments to optimise ad performance.
Get started on your TikTok marketing now
TikTok's potential is something you can take advantage of for your own business’s growth and social media marketing. As you can see from what we discussed, the platform has a lot to offer businesses.
We can help if you’re just getting started with TikTok marketing and are uncertain of how to go about it. The platform is just one of many that we have experience working with for our clients.
Simply reach out to us so that we can discuss what you may require or what the platform can do for your specific brand. Contact us for a chat about your digital marketing needs today!