To Tik or Not to Tok?

To Tik or Not to Tok? Is TikTok the right fit for your advertising strategy?

The office has recently been a little-bit-lockdown-obsessed with TikTok, the addictive video-sharing app that has taken the world by storm. Worldwide there are one billion users of this Chinese app, and there are nearing four million users in the UK who spend an average of 41 minutes a day scrolling through! But is it a viable platform for advertising and will it fit with your advertising strategy? 

Who is your audience?

All advertising strategies should start with this fundamental question: who is your audience? If they’re 30+ then TikTok might not be the best fit for your brand. The overwhelming majority of TikTok users are between the ages of 18-24, with 66% of the platform’s users being under 30. Of these “TikTokkers” the majority are female, which is another thing to bear in mind. 

What content are you best at creating? 

If you hadn’t guessed already, you’re going to have to be sharing videos if you want to play this game. If your videos aren’t engaging, fun, interesting or watchable, then you’re not going to have a good time. This is a platform where your creativity has to be buzzing, and you have to keep your eye on the trends of the day. 

What’s your budget?

If you’ve got a product that you think appeals to young people and can be advertised well through video then TikTok is probably for you, however your next obstacle might be budget. The minimum budget for a campaign is $500 or around £400, and it’s £50 for an ad group. The CPM (Cost per 1000 impressions) is $10. If you have the budget (and we’re talking in the region of £100,000), then there’s a whole load of exciting advertising options available including HashTag Challenges and Brand Takeover Ad placements. Why the high cost? Because TikTok has some of the highest follower engagement rates per post of all social media platforms. Videos that get views in the low 100,000s on other platforms often wrack up view counts in the millions. There’s also the opportunity to work with influencers and this might give you more bang for your buck without breaking the bank.

You Don’t Necessarily Have to Pay

The cost factor might sound daunting, but it’s free to set up an account and who knows, if you’re putting out quality content, your videos might go viral, and you might build up a decent organic following. This has been the case for many small brands who have found a platform that perfectly suits their voice. If you can find a way to engage with your customers, encourage them to share your content, and make their own videos interacting with your product, then it’s worth the effort you put in. 

What does TikTok require from you as a content producer? 

TikTok is a platform which favours those who produce a lot of content, so you need to be dedicated. Luckily each video counts independently in the algorithm so there’s always a chance that you might strike gold. Creating content that aligns with trends will help you connect with a more extensive user base and making sure your videos are worth watching to the end will do wonders for your work’s chances on the “For You” recommendation page. 

Feeling a bit overwhelmed? Don’t be. Air Social can deal with all of this for you. Social media can be a rough sea to navigate, but we’ve got the wind in our sails and are weathered for the storm! We are a full-service agency and can put our digital marketing and web designing experts to work to create the landing pages that your business needs to thrive. Get in touch today here.

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