TikTok on the clock – and everyone’s smartphones.
In 2017, a new social app came to take over the lives of the younger generation, TikTok. I’d be lying if I said I haven’t invested hours of time each week (*day*) scrolling through the feed. The premise is quite simple – make a funny, relatable video. But the app has grown to become a place for trends, brands and so much more. So why should we jump on the train?
Why to use it – The stats
Bringing in over 1.5 billion downloads, TikTok has a huge global presence and is continuously growing at a swift rate. In 2018, it was the most downloaded app on both Apple and Android phones with over 37 billion monthly views in the US alone. In 2019, Kylie Jenner broke the record for being the fastest hashtag to reach 1 billion views with #riseandshine.
The selling point is undoubtedly Gen Z; according to a Tiktok pitch deck, 69% of its users are aged between 16-24, reinforcing the opportunity and relevance of advertising to a younger generation on the platform. TikTok is made for them – short, comedic and relatable videos with a focused personal approach. Viewing videos made just “For You” makes the user feel like the brand knows and understands them. So how do you get in on that?
How to use it
Creating content can vary on the platform with users creating videos up to 60 seconds long, but the typical video lasting less than 15 seconds. With Gen Z’s short attention span, they know exactly the type and length of video they’re looking for and TikTok has targeted them perfectly.
Advertising on the platform has to be the same, meaning if your content aligns with creator content, engagement rates are likely to increase.
Working with TikTok is more personal; they assist brands through creating personalised lenses to use within the app and much more. They have outlined five core forms of advertising for your products:
Possibly the most successful way to advertise your product. The first interaction within the app will be a short 3-5 second video, GIF or Image (Prestitial advertisement.) The selling point of this format is that they only allow one advertiser on this section per day and can guarantee at least 5 million impressions each day. Although this can be annoying to the user, there is the option in the top right to skip the ad.
A more relatable form of advertising. Become a creator on the platform and start a trend relating to your product with a simple, yet catchy hashtag. Collaborating with the top creators on the platform will drive your engagement and reach, inevitably leading to smaller creators jumping on the trend. If you’re looking to start a trend, this is the best way to access it. 16% of all videos on the platform are related to challenges and 34% of users participate.
Slightly annoying. When a user is scrolling through their feed, in-feed ads (3-15 seconds) pop up in between creators’ content. Although users have the option to scroll past the advertisement, it can still frustrate the user who is simply there for entertainment. But how do you keep them on your video? Follow the trends – if your advertised content aligns with the popular posts within the app, the user is less likely to scroll past your ad. Try to keep your video under 10 seconds; Gen Z’s attention span is averaging just 8 seconds, so you have to get their attention in this time.
Filters and Lenses
The creative form of advertising. TikTok helps brands and businesses to create and install filters into their platform for creators to use in their content. It is suggested that 64% of users apply a lens when creating a video. Partnering with the top creators and encouraging them to use your filters can help drive engagement. Filters and lenses are a difficult market to enter in terms of how original you can be. But with other fast-developing platforms like Instagram and Snapchat consistently creating new filters and lenses, it’s essential that you push the boundaries of what TikTok can be, ensuring creativity and originality with your end product.
A mixture between the brand take over and in-feed video. You open the app to the initial ad that then fades into an in-feed video. This will be sure to drive engagement levels, but is it more annoying for users. With the brand takeover, the user has the option to skip, knowing the content they desire is to follow. However once a user skips a Top View, they are just exposed to another ad. Gen Z have become impatient when wanting to access their chosen content, so this can potentially frustrate them and slow them down – unless your content instantly grabs their attention so they won’t want to skip…
Brand Takeover- $50,000 for 1 day
Hashtag Challenge- $150,000 for the 6 day package
In-feed Video- Maximum $30,000 per day
Filters and Lenses- $80,000- $120,000 depending on the build
Things to Take Away
TikTok is one of the fastest growing social media platforms and the younger demographic are obsessed with it. The ads created on the page have to align with the content that the users are on the platform for, and TikTok is welcoming brands with open arms and providing opportunities to help leverage their creative advertising to a younger demographic.
With Gen Z about to control 40% of the consumer market – TikTok is your market, and the users are there and waiting.