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Why is TikTok advertising becoming so popular?
Rebecca Appleton • 1 September 2021
A quick deep dive into advertising on this viral network
There’s no denying that TikTok as a social video app has taken off in a big way, but how can we harness its power to make it a profitable and engaging channel that better connects us to our target market?
Many businesses have already made some progress in using this highly visual channel to convey key messages, but as the platform has grown, so too has its capability to help brands advertise their wares and sell directly to their chosen consumer base. Ads and direct sales on TikTok remain in their infancy but, it’s something that we expect to hear a lot more about in the coming months.
The perks of TikTok
Although advertising on any social platform comes at a price, TikTok has an especially good engagement rate, which makes it a popular starting point for brands.
1. Good levels of interaction
According to research carried out by the platform back in April, the average TikTok user spends an incredible 87 minutes engaging with its highly interactive content. For some brands, this is an ideal channel for connecting with a highly engaged audience – but as with any potential sales or marketing channel, it’s important to verify that the audience matches with your or your client’s own demographic.
Better still, TikTok users are actively invited to contribute their own associated content, so if they like your brand or product offering, you can gain vital insight into its reception with little effort on your part.
2. Strategic partnerships
Another reason why TikTok is seeing a boost in advertising revenue is thanks to its partnership with eCommerce platform Shopify. This new partnership gives businesses the opportunity to reach users early on in the decision-making process and to guide them towards a purchase via a signposted conversion point.
Not only does this make sales easier to track, but it can result in higher sales numbers and a faster conversion rate if you get your advert offering right.
3. Creative tools
Finally, another reason why TikTok is fast becoming the social platform to watch in terms of advertising is the suite of powerful creative tools on offer. These help businesses to create engaging video adverts without the need for expensive graphic design or third-party content creation.
The fact that this content can be created in house and posted quickly helps adverts get in front of potential customers faster, meaning that trends can be exploited where necessary. It additionally makes time-critical content easier to deliver than ever before, which is ideal for businesses who need to be quick to respond to the needs and wants of their target market.
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