As one of the youngest social media platforms with almost 700 million active users, TikTok has taken the world by storm. Ranking seventh in the most downloaded social network app worldwide (App Annie), TikTok is still the social media with the highest growth rate. If you’re unfamiliar with TikTok yet, let us give you a quick rundown of its features.
Originating from China, TikTok lets users upload videos with a duration of 15 seconds to 1 minute. Within the app, which can be downloaded for Apple and Android, you can select various unique editing, music, and filter features. So far, the top 10 most followed users have over 20 million followers and are mostly owned by social media influencers.
This article will discuss the pros and cons of TikTok marketing as of today.
Pro 1: Reach Younger Audience
Gen Z is an up-and-coming consumer segment that would make up around 32% of the worldwide population, which makes them a budding potential target audience for your business. Marketers need to grasp the unique values of Gen Z-ers in which they value privacy and anonymity as well as creativity and uniqueness. This is precisely why they are making the move from social media platforms, such as Facebook, to TikTok.
As of today, around 30% of TikTok users are Gen Z and younger millennials. If they are your target audience, TikTok advertising could impact your digital marketing efforts positively.
Con 1: Ad Censorship is Common
As it is owned by a Chinese company, any ad that could potentially fire up the political climate will be taken down, most times without explanation. In addition to that, TikTok is not known to have the best customer service, which may leave you without answers at times.
Pro 2: Ads Are Played Automatically
To keep the user experience as smooth as possible, your ads will be played automatically in between other organic videos, which guarantees ad impressions. Whether the audience decided to continue watching your ads or not, that depends on how engaging your ads are. This highlights the importance of creating engaging, fun, and out-of-the-box advertisements that are able to entice the audience and keep them watching.
Con 2: Broad Targeting
When compared to more mature ad platforms, such as The Facebook Ads Manager, TikTok does not provide anywhere near the level of targeting sophistication as Facebook. This could be caused by the lower demand for TikTok advertisements, explained perfectly by the famous saying that goes, “Where there’s demand, there’s supply.”
This means that we can expect TikTok’s advertising platform to improve as the demand for its advertising increases. However, if you are looking to target specific demographics, interests, and custom audiences, TikTok may not be the best advertising platform just yet.
Pro 3: Easy Entry for Small Advertisers
Small advertisers that may not be familiar with the interface and optimisations on more mature advertising platforms are able to experiment and explore TikTok. As a newer advertising platform, TikTok ads start at around $10 CPM (Cost per 1000 impressions) and a minimum of $500 per campaign.
Con 3: Just a Trend?
As a fairly new social media platform, it has not yet been put through the test of time. Other similar, seemingly successful social media platforms with promising projections have failed with short notice, such as Snapchat and Vine. Although TikTok seems to have an upward trend in regards to app downloads, the number of users, and time spent on the app, its app usage has boomed due to the worldwide pandemic lockdown. We cannot say for certain that TikTok will keep on booming even after the world returns to ‘normal,’ whenever that may be.
As a fairly new and booming social media platform, TikTok can be the perfect place for you, small to medium businesses, to explore and experiment with advertisements. This is especially true if your target audience is the Gen Z-ers and younger millennials.
However, for companies with very specific audience targeting, it may be best to focus your budget to the more mature advertisement platforms, while spending small amounts on TikTok for the purpose of testing and experimenting.
All in all, the best platform for your business depends on the needs, targeting requirements, and the budget. If you need help with seo singapore, seo services singapore, content marketing singapore, instagram advertising singapore, TikTok advertising singapore, feel free to reach out to our digital marketing agency, Digital Squad.