When it comes to investing in social media advertising, you might be asking yourself which one is the best for your brand.
While Tiktok is the hottest platform right now, is advertising on it a good choice for your business? Or should you stick to higher-rated platforms like Facebook or Google?
We are delighted to announce that Juicebox is now offering Tiktok ads as one of its social media advertising services to help level up your brand. With a large audience of users and record-breaking downloads last year, TikTok is an asset for targeting and connecting micro-cultures and connecting them to the video content they crave.
TikTok Contributes Consumer’s Path To Purchase
A global research study aiming to identify TikTok’s role in the retail consumer journey has found that TikTok plays a key role in the consumer’s path to purchase.
The process of selling products directly through social media is a current trend called social commerce and is a key part of customer’s online buying habits. TikTok app leads consumers toward discovering and buying new products in a path to purchase that is described as an infinite loop rather than a sales funnel. There is no defined start and end point where consumers enter, exit, and re-enter in the sales journey at different stages based on their needs.
Launched in 2016, this social media platform is a place for inspiration and encourages users to discover and learn about new things. This discovery focus behavior leads to many opportunities for social commerce and 35% of TikTok users buy something they have seen on the platform.
Who is on TikTok?
They are are Gen Zers ages 9 – 24 years old.
One reason to consider promoting your brand on Tiktok is its large and rapidly growing audience base. This fully-immersive vertical video social media platform hosts users ranging across more than 150 countries in 75 languages. With over one billion monthly active users worldwide in January 2022, the app is quickly becoming a top platform for discovering and buying new products.
As far as social media platforms go, TikTok advertising is not one-size-fits-all. 60% of TikTok users are Gen Zers ages 9 – 24 years old, and 60% are female. Next year, 74 million people in the U.S. will be part of Gen Z, making it the largest generation of all. Business owners need to look at their potential market and understand the behaviors of the communities within it. After all, the first rule of social media advertising is to market where your target audience spends its time.
How TikTok Benefits Your Brand
Reach Diverse Audiences & Engage Effectively
Globally, the average time spent on TikTok daily is 52 minutes with 90% of users accessing it on a daily basis. An average user’s session on the app is 10.85 minutes, making it the most engaging social media app available today. Advertisements on TikTok have the potential to reach millions of users worldwide and create meaningful brand content that shows creativity and drives engagement.
Target Potential Customers Directly
Much like Facebook, TikTok allows you to target audiences specific to factors of age, gender, location, interest, and more. To reach people like your customers, you can create custom audiences and lookalike audiences. The TikTok algorithm is a recommendation system that determines which videos will appear on your For Your Page. This algorithm uses global data to measure a variety of viewer behaviors such as swipe-ups, swipe-aways, pauses, hovers, re-watches, shares, unfinished plays, whether the viewer goes to the creator’s profile, whether they follow them, their followers, the views on their other content, where and when it’s being watched, on what type of devices, users’ video histories, and viewer demographics and psychographics.
Easy & Affordable
Many brands, especially small businesses think it’s not worth the time and money to advertise on TikTok, believing it will be too hard to set up campaigns, create authentic and engaging video content, or keep track of yet another platform’s data. In fact, it is not hard at all, and there is no need to fear your advertising budget, as Tiktok is offering support to encourage small businesses to advertise on their platform. The social media site offers various ad formats to advertise with, including in-feed, top-view, brand takeover, branded hashtag challenge, and branded effects.
Compared To Other Advertising Channels
Google & Facebook have dominated the online advertising niche for some time.
Facebook and Google’s large user bases and advanced targeting options bring marketers to maximize visibility, increase leads, and find new customers. In 2019, TikTok launched a self-service advertising platform, similar to giants like Facebook and Google, that makes it easier to create TikTok ads than before, and TikTok ads are far more economical and deliver results much faster.
Google Ads
Well-known as the world’s most widely used search engine, Google Ads is the world’s leader in online advertising. With more than 3.5 billion searches a day, Google gives advertisers unprecedented access to a large audience of users actively looking for products and services. The search engine advertising provided by Google delivers a wide range of campaign types with a format that makes it easier for brands to reach their audiences on the search engine, display images and videos, mobile apps, and email.
Google Ads is considered the top channel for attracting potential consumers to your brand. However, it works best when promoting a specific product to an audience that will find it relevant. Here, customers identify their needs through their search keywords, meaning that the audience is well aware of the brand, product, or service. However, Google is perfectly fit to pair with any social media advertising to maximize the result of your marketing objective.
Facebook Ads
Today, Facebook Ads are the leader of paid social and are an integral part of many business marketing strategies, with roughly 2.91 billion active monthly users as of the fourth quarter of 2021. When it comes to the enormity of its user base, Facebook has no real rival in social media advertising. Rather than exposing ads to this vast audience, Facebook’s true strength lies in its advanced targeting options.
TikTok advertising can be relatively expensive compared to Facebook and Instagram. Also, TikTok requires a minimum spend of $500 on a campaign. However, TikTok attracts high numbers of impressions that are great for brand awareness. The engagement on TikTok is also very high, making it easy to drive brand advocacy.
Big Brands Campaigning on TikTok Ads
#1 Maybelline Vietnam
Maybelline launched the #Maybeli hashtag challenge in Vietnam to promote its SuperStay brand of makeup with its “We are unstoppable. We fear nothing (May be li)” campaign. This campaign is targeted at younger women to show how resilient the product is. They partnered with popular TikTok creators to drive excitement and share the initial set of campaign videos. Maybelline produced an original music video paired with branded effects for the challenge, which was simple and fun and encouraged viewers from all walks of life to join in.
The campaign’s result is impressive, with more than 75,000 tagged #Maybeli videos submitted. The campaign reached 19 million viewers, and the ad recall increased 31.34%. Additionally, brand favorability rose by 8.04%, with the company reporting 790% more sales of SuperStay products.
#2 New Balance
New Balance created a comprehensive campaign that leveraged an innovative TikTok Ad format and the platform’s engaged creator community. The brand is on a mission to raise brand awareness among the Gen Z community of their latest sneakers. The campaign was run on “Gray Day”, a day to celebrate the brand’s iconic gray colorways. It partnered with creators to produce a series of videos published on their individual accounts. Then, they created Spark Ads to boost the creators’ videos. This ad format promotes content published by other creators in the Top View or In-Feed on the For Your Page.
The last thing to do was measure the results with TikTok’s Brand Lift Study for a campaign with an auction. As a result, New Balance reported a 6% rise in awareness and brand recall increase by 6.6%.
Let’s Get Started
Running TikTok Ads is not as simple as ABC
TikTok ads is not so different from any other social media platform you are used to, but running a TikTok campaign is not as simple as a yes or no question. Consider investing in promoting your brand on TikTok with a professional digital marketing agency that will help you manage your budget effectively and deliver the best results. Get started with us today!
