At Aronson Advertising, we are constantly monitoring the digital advertising landscape and finding the most effective methods for advertising. And with a variety of social platforms in the social media sector it can be difficult to decide which avenue is the best choice to advertise your business or product. In the following article, we will weigh the pros and cons of one the newest and rapidly popular social media platforms, TikTok, to help you decide if it’s a worthwhile choice for your advertising goals.
TikTok was created in 2016, and according to Wallaroo Media, has been downloaded 2.6 billion times worldwide. Wallaroo Media also reports that TikTok had 62 million downloads in Q1 of 2020, giving it the best quarter by any app, ever. The app also has 1.1 billion active users worldwide, with 90 percent using it multiple times a day. The ability to reach a massive audience is one of the most significant benefits of the app for advertisers.
TikTok for Businesses offers companies and brands a variety of ways to advertise. Similar to Facebook Ads Manager, TikTok lets you choose from a variety of ad options: in-feed ads, image ads, video ads, carousel ads, promoted posts, and more. A business is also able to choose the objective, create custom audiences, and even choose between letting TikTok automatically generate combinations of the selected images/videos or not. This level of customization lets a business tailor ad campaigns toward its goals.
TikTok promotes collaboration, especially with the popular duet feature. The duet feature allows users to create side-by-side video content with another creator. This gives businesses the opportunity to get their brand and product in front of a whole new audience organically with the help of popular TikTok content creators. And throughout the advertising process, TikTok For Business lets businesses and brands track, measure, and evaluate campaigns accurately and properly.
Of the 1.1 billion worldwide users, according to Wallaroo Media, there are 138 million monthly active users in the U.S. And out of those users, 60 percent are between the ages of 16-24 and 80 percent are between the ages of 16-34 (“TikTok Statistics,” March 2022). This demographic is keen on e-commerce, but depending on the product that your business is selling, this demographic might not be the most effective to target.
Because TikTok is a video platform, well-produced and engaging video content is encouraged for successful advertising campaigns. This requires you to set aside time to work on pre-production preparation and post-production editing.g. Although TikTok has a growing user base, it still lags behind the active user bases of Facebook (2.9 billion), YouTube (2.2 billion), and Instagram (2 billion).
Just like any other avenue of advertising, there are pros and cons to TikTok. As the highly active user base continues to churn out original content and grow, so are the advertising opportunities. As a newer social media platform, there is still a lot of room for TikTok to grow and become a solidly viable means of ad revenue for a variety of industries, brands, and products. If you have any questions about the viability of TikTok for your business, please contact our team at Aronson Advertising!